Comments: Four big electric dealers launched the "Open platform" war

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Battle of the Platform

The open platform of the electric business giants, just conform to the current market trend. Open platform with a three-bird effect, can enrich the platform of SKU, but also to obtain commission revenue, while the media properties of their own platform to increase the opportunity to cash.

Key words: Compete for consumers, compete for suppliers

In the past 2012, for the electric business giants, one side is a brutal price war, the other side is a High-profile open platform war. If the price war is to compete for consumers, then the open platform is to compete for suppliers.

The current situation of China's electric business industry is that the platform-type electric quotient structure has been basically set, and the remaining platform-type electric dealers also have the money to hold high the marketing promotion. Whether the price war media transmission, or network, television, subway coverage of the entire media, which requires a strong financial strength. From this point of view, also left Alibaba, Jingdong Mall, Suning easy to buy and Tencent can afford to play. To be sure: The Matthew effect of the electric business industry will increase rapidly. In this situation, on the one hand, the small business days more and more difficult, on the other hand, the traditional offline brand began to large-scale net, to seek the sales opportunities of the electric business channel. But the electric business giant's open platform, precisely conforms to this kind of market trend.

Jingdong Mall recently announced 2013 to achieve quarterly earnings, Suning Tesco said 2013 also to achieve profitability, Gome Online also announced 2013 to achieve profitability. No matter how difficult it is, the electric business giants are invariably shouting out the slogan of "Realize Profit", which seems to herald the smoke of the price war has been diluted down.

platform to achieve profitability, there are only a few options, one is to seek reasonable profits in the retail price difference, and then increase the strength of the open platform, investment, access to commission income and the media value of the mining platform. Obviously, the open platform has the effect of one stone three birds, can enrich the SKU of the platform, can obtain commission income, at the same time also can make the media attribute of oneself platform to increase the opportunity of the realizable.

Beijing East in 2011 really launched an open platform, the 2012 open platform sales in the 5.7 billion yuan, accounting for a ratio of 21%. The open platform has increased the gross profit margin of Jingdong by 0.5%, because the open platform is a model for charging commissions and its marginal cost is very low. Open platform can quickly enlarge market share, on the other hand, can contribute net profit. Because of this, in the Liu Plan, the future of the Beijing-East open platform of sales will be up to 50%. Therefore, the open platform of Jingdong also attracts a large number of suppliers who do not want to put "eggs" in the "Taobao" basket.

However, competitors soon appeared. July 2012, Suning easy to buy in Nanjing held "open platform strategy release and supplier meeting", for the settled suppliers, the implementation of the "free of charge, platform-free use fee, free margin" "Three-free policy", and promised to solve warehousing logistics distribution problems.

Similarly in July, Tencent Electric business in Shenzhen to convene the investment conference, the introduction of QQ online shopping open platform, the first batch of access to more than 300 businesses. For the first batch of merchants, in the QQ net purchase announces 2012 years all exempts to include the entrance fee, the advertisement expense, the deduction point and so on the entire expense, and pledged invests the massive marketing resources, the help merchant shop all UV (Access user number) average turns three times times, lets more than 80% merchant in QQ Net buys realizes the profit.

Predictably, the 2013 giants will increase their investment in open platforms, and the scramble for suppliers will intensify.

However, some industry insiders pointed out that the open platform is not the investment to sell the goods so simple. Amazon is the originator of an open platform, but its share of open platforms accounts for only 30%, which is based on the sophisticated level of information available to US suppliers. By contrast, the degree of informatization of Chinese suppliers is very different from that of America. Open platform management is often the category of non-standard goods, such goods are characterized by low customer unit price, high return rate, high cost rate, small suppliers, so the management difficulty will be very large.

For the electric business enterprise, a large number of open platform "Associates" will also put forward a huge challenge to management. Dangdang is the first to open the platform of the electricity business, but it has suffered a fake trouble.

It is understood that Amazon in the early years of its inception, its IT systems and supply chain construction investment is very large. and to its open platform, its system capacity is sufficient to provide businesses with a variety of services. However, at home, some of their own systems are not stable, so in the big promotion, there will be a system paralysis, they prematurely open the platform, just for the demand for competition. But anyway, the battle for the open platforms of the big Four has already begun!