E-commerce inflation expression: Marketing costs surge

Hou Jiyong January 4, e-commerce website Amoy announced the third round of financing 200 million yuan, investors, including Tiger fund, Germany with capital, funds fund, Tiger fund to lead.　　is looking for consulting President Luebbe hope that, with each E-commerce site financing in place, in 2011, the industry's price war, marketing war, service war will be more brutal. Prior to this, Jingdong Mall announced the successful financing of 500 million of dollars, good buy rumors to get 60 million U.S. dollars financing.　　And when, Macaulay, respectively, through the listing financing of 272 million U.S. dollars, 123 million U.S. dollars. "The last thing we need is money, but I think that next year the small and medium will die a large number of, now is ' dig deep hole, the grain of food."　　Amoy Vice President Chen told reporters.　　The surge in marketing costs Lubberg said that many VCs into E-commerce, so that investors and entrepreneurs are tied to the same ship, at any time can rise to the crest, but also may fall at any time at the bottom. At the same time, e-commerce "not lack of money" also led to fierce competition in the industry, high marketing costs. Chen said that the current Internet access to buy a user's cost is 80 yuan. Lubberg says the cost of getting a registered user is 20 yuan. "The price of the navigation site has risen four times-fold in the past year," said Eric Yang Weiqing, president of the consultancy.　　In addition, Luebbe expects: CPS, search engine prices from the beginning to the end of the year at least 1 time times. Chen estimates: The price of online marketing will multiply again in 2011. As a result, he predicts, a large number of small and medium enterprise companies that fail to finance will die from expensive internet marketing.　　No one is willing to be a loser, the only way to not be a loser is to defeat other competitors in the industry. Survival competition at present the company in order to obtain more users, less than the cost of dumping goods, the implementation of bloody price war.　　Chen that this model is not desirable, "burn money who will, price war dependence will let the richest companies burn to no money."　　Chen revealed that Amoy this financing will be used in two aspects, in addition to marketing, mainly internet marketing, will also be used to consolidate the basic skills, "the past year we have developed a CRM (Customer relationship Management) system, Inventory management system, we can bring partners products quickly to users." "Tamping internal strength" also includes the perfect warehousing and distribution system. At present, Amoy in Beijing, Guangzhou, Wuhan, Chengdu Four have their own warehouses, the next year plans to add a storage center, while developing more third-party distribution partners. "Better service is the reason why netizens choose us."　　"Chen said. Lubberg said that in the early days of e-commerce development, price warfare is still the most powerful weapon. Amoy Way is "the lowest price of the whole net", that is, the price is lower than all online mall.　　Chen said Le Amoy "the lowest price" is the bottom line is "Purchase price", if below the purchase price, let the partner under the shelf, suspend the sale of this product, "Look at opponents lose money." In addition to the "selective price war", Amoy also conducted a "real-store sales" innovation in the business model. Chen explained:Brand Shoes Factory will be placed in the Treasury of Lok Amoy, by the Lok Tao on behalf of the sale.　　According to the Lok Tao regulations, from the date of the shelves of a shoe, January expiration date, Amoy will be part of the shoe to brand shoes factory, part of the service charge to detain, did not sell off the products, refund brand shoes, manufacturers and then new goods. Luebbe: "Expensive Internet marketing makes all companies understand the" burning money war ", they should learn is the" survival war ", less money, more work, to live the longest.