Cnnic Meng Fanxin: The electric business industry tradition and the online present competition situation

News and Information November 7, in recent years, the electric business enterprises frequently set off a price war, to low-cost exchange of flow, to price competition for the market has become the current stage of the market's outstanding characteristics of the electric business. But in the price war behind, is the line channel and the line channel dispute. With the traditional enterprises to enter the electric business, online and offline from the Dark War into the Ming war, and in the confrontation there is a joint, presented as a competing situation.

On the one hand, in the sale of similar products, traditional channels and online channel competition tends to be normalized and diffused. With the influence of the network retail channel greatly enhanced, the traditional channel has brought great impact, forcing the traditional channel to upgrade the transformation. In the premise of the stability of the overall demand of consumers, the rapid development of online channels will inevitably squeeze the market share of the channel under the line. Once the traditional channel to intervene in this market, the advantages of the network retail enterprises will be difficult to hold, because the traditional channel operators often have stronger capital strength, distribution capacity, and the upstream manufacturers bargaining power, the channel confrontation brought about by the industry competition has been the trend of normality. At present, traditional enterprises have accelerated from the strategic height to the online retail market, and the antagonistic competition between traditional channels and online channels will spread to many fields.

On the other hand, in the difference business, the traditional enterprises and online enterprises to cooperate more closely. Traditional enterprises through the use of power online enterprises to develop electric business is not new, since 2012 more frequent movements. Suning Appliance (002024, share bar) to purchase 66 million U.S. dollars for mother and child vertical electricity Shanghong children, the two sides in the supply chain, team, logistics integration. It is reported that Suning will also be with all customers in logistics and other aspects of strengthening cooperation, for the use of the heavy electric business model Suning easy to buy, in addition to the sales market and similar enterprises to fight a positive confrontation, for more third party to provide logistics services, so that its logistics channels to become the SU Ning Electric business map of the "infrastructure", but also the way of indirect control of the market.

No matter how the business competition, the final win or rely on the consumer's mouse "vote." According to the CNNIC Internet data platform, September 2012 Total Network shopping coverage of 253 million people, clothing is to buy the most users of the product (the purchase of users accounted for 68.1% of the total user), digital and home appliances are hot products (37.4% and 15.8% respectively). Therefore, we choose the three types of products for users to buy the intention of comparison.

(a) clothing network shopping. According to CNNIC survey, apparel online shopping users in the future most willing to buy clothing in the general category of the purchase site, there are 72.2% of the proportion. 9.9% of the users are most willing to purchase clothing enterprises in the brand website, 6.6% of users are most willing to buy clothing in the vertical clothing site, 4% of users are most willing to buy clothing on the site, 2.3% of the users are most willing to online clothing shopping mall on-line shopping mall to buy clothing.

It is noteworthy that the future of the brand on clothing enterprises to buy clothing users also accounted for 9.9% of the proportion, or even higher than the specialized clothing website and offline Clothing mall online mall. This shows that some clothing enterprises brand site has formed a certain degree of trust in the user's heart, apparel enterprises online sales in the future there is a larger space for development.

(b) Digital products. For the future of digital products online procurement, 60.4% of users are most willing to buy on the integrated shopping site. More willing to buy on the website of brand manufacturer or special digital website is 11.9%. 9.4% of users are more likely to buy online shopping malls on the internet.

In the digital products online procurement, users of the brand manufacturers of the website and dedicated digital site evaluation of equal shares, indicating that users in the purchase of digital products, still recognize and value the brand's direct marketing approach.

(c) Home electric network purchase. Users in the future are most willing to buy home appliances in the general category of shopping sites, there are 55% of the proportion. 18.8% of users are most willing to buy home appliances online shopping mall, 9.3% of the users are most willing to brand manufacturers in the Web site or special home appliances to buy home appliances, 3.6% of users are most willing to buy home appliances on the purchase site.

For the future Home Electric Network purchase intention, the outstanding characteristic is the user to the offline store online shopping mall also more favor. Because Suning, gome in consumer household appliances purchase consumption behavior has an important position, relative to the brand manufacturer's website and specialized home appliance website, users are more willing to online shopping malls on-line mall purchase of household appliances. (Author Meng Fanxin, China Internet Network Information Center analyst)