Double 12 Is there a second-line electric dealer position?

Summary: A two-chop hand festival, still can keep in front of the computer to brush F5 not many people, but still have a good show to see, offering the trademark Dafa did not suppress the Beijing East Ali, on the mobile phone launched an alternative cat dog war, but really enjoy the carnival is those two

There are not many people in the two-day chop-hand festival that can be F5 in front of a computer, but there are still some good things to see, offering a trademark dafa did not suppress the east of Ali, on the mobile phone launched an alternative cat and dog war, but the real enjoyment of the carnival is those second-line electric dealers, they stay away from the spotlight too long, must seize all the opportunity to show.

The 2014 Q3 China retail market Monitoring report released by the Analysys think-tank, online on the field of business, the cat to 52% of the market leader, followed by the Jingdong mall 18.1%, others such as Dangdang, Suning easy to buy, only goods will, a store, Amazon, Fank and other shares of the majority of 1% in 5%, The market position has become increasingly marginalized. Over the past few years, the Chinese electric business can think of the promotion, can break the bottom line, can be fooled by the PR, can get rid of the integrity of almost all used up, in Ali sky-high market capitalisation behind the halo, there are second-tier electric dealer position?

People who fall into swamps have survival instincts, but the result of a blind struggle tends to get deeper.

SKU syndrome

The ambitions and woes of second-tier electric dealers began with uncontrolled category expansion. In 1997, Guoqing 7 million was founded when, this is a pure and pure online booksellers, 2001, when the first expansion-opened online video stores, 2003 and 2006, two times to get investment guoqing shouted: "Expansion, expansion, expanding." "The opening of the department's Channel when the Great Leap Forward, in the words of Guoqing, is to" online Wal-Mart, "The transition, 2009 when the more launched the open platform of the Business-to-consumer program.

Expansion brings good news and bad news. The good news is that, thanks to the expansion of the product line since 2007, when it has entered the high revenue growth channel and freed itself from two consecutive years of losses, the end result of this series of expansions is to become the 2nd U.S.-listed Chinese power supplier in 2010. The bad news is that when the revenue is still heavily dependent on books, even by 2010 Q3, when revenue still has 84% from books, continued expansion diluted profits, the first half of 2010 when the profit was even less than Macaulay.

By 2012, discerning people can easily see when the difference between the east and Beijing, Liu known as "closed the eyes of the purchase," the east to 3 C started rapid expansion, when the flow although there is growth, but the number of active users is not optimistic. After the listing, the invisible hand of the capital market solidified the data index, when it is necessary to maintain a high growth, low profit mode of operation, the financial situation also makes the issue of additional financing is not so good, it is not as easy as jingdong to throw billions of to build logistics, when in fact into the continuous expansion of the continuous loss, the continuous marginalization of the cycle.

The relay of PPG's guests provided another sample, in every guest quotes rumors of the heyday of Weibo, with 190,000 SKU, although not with the east of the 1.5 million in the same breath, but has been quite astonishing, at that time the care of the aged and guoqing no different, the difference is the way to wake up, Aging is said to be found in the warehouse after the mop, "who will buy this in every guest?" "He also found that every guest's white shirt has 9 kinds of many, subtle chromatic aberration can not be distinguished by the naked eye, his conclusion is" every customer in the poison, "to the traditional brand learning, but also learn very fast, but unfortunately the study was wrong. "Aged in the teacher + golden master lei under the guidance of every guest to shock therapy, the staff from 13000 compressed to 300,sku from 190,000 to 300, where the spirit of the Millet began a second venture.

A special gateway for second-tier electric dealers is an exotic product. The most promising Consumer-to-consumer before Taobao is ebay, the company, which was founded in 1999, was incorporated into ebay in 2002, and at that time it was considered to be the star of tomorrow, and many of ebay's pioneering things, such as the safe payment products An and PayPal, can be said to be Alipay's ancestors today, But finally Taobao beat ebay with free.

Amazon China's position is rather delicate, since the acquisition of the excellent after the old shelling began in China, but the integration of the brand cost more than expected time, and because it copied Bezos "customer-centric" concept, neither price war, nor hit ads, so despite these years there is no lack of Kindle starter, Overseas purchasing such a point of purchase, development or tepid. Of course, with a strong American parent, Amazon China still has a chance to determine its own destiny.

New eggs are even more exotic, the original form of the Chinese-American gene is similar to Jingdong, starting from 3C into the whole category, it invested in warehousing time also early in Beijing, the Italian layout of the Austrian-Shuo Express has been more close to success than Jingdong, but the Chinese and American management groups constantly alternating internal friction or slow down the pace of new eggs, The new eggs are almost unknown.

1 Million Ways to die

There are 1 million ways to Die in the West, but second-tier electric dealers may die if they don't die. Electricity dealers have always been the biggest beneficiaries of China's Internet dividend, with the number of Chinese netizens reaching 560 million in 2013, expected to reach 700 million in 2015 and internet penetration from 42% to around 50%. The same rapid increase in the number of users is the volume of transactions, 2013 is 7.85 trillion yuan, by 2015 is expected to reach 18 trillion, and at least for the next five years will maintain 29% of the composite growth rate, but this cake is a big electric Luan.

Turn perpendicular?

The first step for the second-line electric trader to save itself is contraction. When the situation is most special, it would have books this last position, but also to catch up with the advent of electronic reading era, had to turn to betting on clothing, fortunately service business is drawing to maintain a 6-quarter growth, sales from 2012 500 million to 2013 2.7 billion yuan, become the second largest category outside the book. When the team of fashion editors and buyers, and the Association of Fashion Designers to establish a deep cooperation, with the guoqing is in the 600 billion apparel market to win 60 billion.

The problem with customers is that they are overly dependent on marketing, 2011 years of its marketing costs have a huge 464 million yuan, and even in that period, it in the electricity market share of only 1.2%, in 2013 with the help of Lei, finally got the 7th round of financing 100 million dollars, product strategy is back to the "extreme single product" logic, Aged to use 80 shirts to complete the Jedi counterattack, in fact, this also disguised to the outside world to declare where the guests are content to be a supporting role.

Merger and acquisition and team-holding

A shop and when playing a group of warm, although guoqing stubborn claim that it is another form of expansion, but everyone knows, the book + clothing and apparel when the main department stores and food store business no conflict, just complementary. After reviewing his role, when the flagship store also settled in the days of the cat, and even joined the QQ online shopping. Suning acquisition of red children, but also occupy the vertical market intention, Tencent's electric business road is not smooth, it's second-line electric commodity licensing Xun main 3C digital, but the operation has been no improvement, and finally in the Tencent investment after the east as a one-time packaging resources injection. In the process, Suning, Gome, a store because behind a huge line of entity support, may be in a long period of time will not be surrendered to Ali and Jingdong, the same situation is also applicable to the electronic business has always been interested in Wanda.

The threat of social power

Second-line electric goods licensing the biggest enemy of the vertical market segment is probably not Ali or Jingdong, but the development of the social power business, both Facebook and Twitter have opened the shopping function, these social platforms, which originally used advertising as a profit model, are now considering the implementation of their own flow of liquidity, After reading that burning Snapchat development mobile wallet has the same consideration, it with Amazon's flash-purchase function has been on the line, heralding the emergence of a new wave of electricity dealers. In China, the rapid rise of friends in the circle of the micro-business is in the community service and overseas purchasing two areas to launch a focus attack, perhaps the micro-business is disguised as a MLM tool, perhaps it poisoned the atmosphere of the circle of friends, perhaps it has not solved the payment problem, perhaps it really does not threaten Ali's electricity business platform, But its influence on the second-line vertical electric quotient is real.

Contending for the commanding heights of public opinion

The real sadness of the second-line electric dealer is that all the eyeballs and topics are occupied by the Giants, Ma Yun and his partners spread the "Alibaba dream" through various occasions, such as by 2019, Ali to bring 100 million people to employment, There are about 25,000 electric business enterprises in China, the personal shop has 13.65 million, Ma Yun is very good at this biggest market to depict the future, he also emphasizes sharing, fair and win altogether, "Do any business, must think of 3w,win, three win, the first win, is the customer win, you do any thing, The customer first wins, the second win, the partner must win, the third you want to win. Three W, you are less than a W, can not find this page, three win, you less any one win, this business can not do. "It is clear that compared with MA, the second-tier electric dealers still do not think how to package and introduce themselves."

Only one thing is more terrible than failure, that is fear of failure, second-line electric dealers desperate to return to the public eye, even at large mouth spray, such as Su Ning, Gome to the Beijing-east of the guoqing, the judge of bat, may be a new mistake, the most important is always in the right time to do the right thing.