E-commerce vs. 1% to 7% tempting investment and entrepreneurs to invest quickly

Three types of athletes "martial arts" different investments and entrepreneurs quickly into the sun into the many segments of China's Internet, after a decade of development, has begun to dominate the market of large players, so that other potential competitors look at the sigh, but perhaps only one domain exception-E-commerce. For example, portals, instant messaging, search engines and many other fields, already have four major portals, Tencent and Baidu control the market, other investors and entrepreneurs can not head-on collision, only to find "path."　　But after 10 years of E-commerce is still magnificent, in the eyes of entrepreneurs and investors, the market threshold as a "fake."　　So, when, excellence, Jingdong and Taobao, many e-commerce entrepreneurs in the immediate force, heavily concentrated in a variety of new models of the field of business. 1 new entrants: Betting "Community + e-commerce" "as long as China's online retail sales accounted for only single-digit, the market is not short of money and new companies."　　"When co-president Guoqing said to the first financial daily that this round of investors wanted to expand the site with money, China's online retail accounted for 1% of total social retail sales, this data in the United States is 4%, most of Asia is 7%. The temptation from 1% to 7% has allowed countless investments and entrepreneurs to pour in.　　The most popular concept is the combination of "community + e-commerce" and the development of the general merchandise platform. Excellent public network and my friend NET is two new entrants to build communities to combine E-commerce examples.　　Taobao founder Sun Tong Yu and MSN China's original vice President Chen Yu began to create a network of excellent, try to e-commerce and SNS combination. Chen Yu has put his own photos of a mountain in Yunnan on the site, so that friends around to share a desire to go to a trip, which let Chen Yu realize that the community is a good promotion.　　Another example is to send a child to what kind of kindergarten, what kind of car, the friends around as long as the said, the possibility of user acceptance is very high. Excellent public network of the large framework is "happy Net + Taobao" mode. The SNS site will be in Beijing, Shanghai and other seven cities to promote, hoping to take shape at the end of the year.　　Chen Yu said that the network is not for all the people to provide services, just positioning high-end. Chen Yu will site positioning in China has a certain consumption capacity of 8 million families, including 16 million ~2400 million of the consumer higher class, "to find a user can consume 100 yuan and find 100 consumption 1 yuan user value is actually the same."　　"Chen Yu said. On the basis of building a community, the network will also be based on the user's behavior analysis, with the help of complex algorithms to identify users, and through this way in marketing to establish a more credible way. For example, the link between interpersonal relationship between the real friend is a strong link, Chen Yu and Sun Tong Yu for excellent public network to build is "advertising" + "E-commerce" profit model.　　Hope to unite this part of the high-end "opinion leader", the use of friends recommend and sales, especially luxury goods. Based on a similar concept, my friends want to build a large community and electricityThe mode of the child business fusion. "My friends will be involved in 32 vertical information platforms and large interactive communities, including tourism, clothing, mother and child, cars and other Internet users can be on the platform with the various fields of experts, talent and" opinion leaders to interact.　　"My friend net President Xu said, will put into operation of E-commerce platform and network community Synergy, will brand products and platform to combine."　　Offline, my friend network will also establish a cooperation with the community operation, and traditional business areas of organic integration of E-commerce platform, planning to establish more than 3,000 brand franchise stores. 2 Old web site transformation: From the community to the company in addition to the network and my friends want to build a new community, the existing community is also in the transformation of E-commerce content. For example, home and other content gathered users forum fence began to dabble in building materials sales, transformation to the consumer.　　Xu Jiantao, vice president of the fence network, said it had invested more than 20 million yuan. The fence was founded in Shanghai in 2002, initially to discuss the renovation of the forum, after the start of commercial group buying.　　Fence as an "intermediary", and building materials suppliers to sign a contract with a certain discount to the site users to provide products, so as to accumulate millions of users and get nearly 20 million U.S. dollars of financing.　　And now the fence began to dive into the business of consumer E-commerce, with the user look like, on-site measurement, design, distribution, installation, and a series of processes. Another big community famous network to another difference of E-commerce Road, the site has a famous shopping guide network this traditional forum class community.　　And the recent famous network has decided to build from the internal independent famous discount network, specialized department stores E-commerce platform construction.　　China's consumer market mainly in various industries vertical online mall, the high degree of commodity standardization, the original book audio and video when, excellence, it appliances, Beijing-East, new eggs, are basically a single industry breakthrough and the formation of leading edge.　　In Discount Network co-founder Managing director Zhao Wei View, in a high degree of standardization, channel-oriented industry, although with sourcing, price and suitable for the advantages of online shopping, can support the rapid expansion of the scale of the site, but high price transparency, line online channel competition is fierce, low profit margins.　　It Appliance customer Unit Price (single shopping amount) high (800 yuan above) but the gross margin is low (4% or so), transport and distribution costs are large, book audio and video of a slightly higher gross margin (20% or so), low distribution costs, but the customer unit price is not high (within 60 yuan), resulting in a single gross margin is too low, can not balance the overall cost. and the customer unit price and gross profit margin can be very good balance of the industry, it is the traditional department store industry.　　This gives the Department of general merchandise has enough margin space, the average retail gross profit margin of about 30%, online department store and the customer unit price is equivalent to the traditional market: the annual average 200~400 yuan/single. This allows for excellence, when and Jing Dong etc have dabbled in department stores. Famous Network senior Vice President Mei said that in 2004, the famous network entrepreneurial team has the experience of using the Internet to guide brand consumption, the team has accumulated retail experience and brand, consumer resources, so focus on hundredThe delivery of goods will be a natural choice.　　Zhao Wei revealed that the recent famous discount network will start the first round of financing, priority consideration RMB Venture capital fund.　　3 Scale players: Looking for mergers and acquisitions in fact, the biggest threat to these new entrants is how to circumvent the head-on confrontation of the big platforms and find the differentiated high margin. "There are almost three years to set the pattern.　　Guoqing said that, despite the large scope of e-commerce, new companies are emerging, but in the next three years after the rapid growth, there will be a major online retailer in different areas, and a large retail platform across the field, by then, the successor will not be when, excellent opponents, because the scale effect will produce a high threshold.　　When such a large platform class company, by virtue of the "scale + low price", Guoqing said, when there is no need to sell special goods, mainly grasp the basic paragraph, so that other small companies can not have enough margin to survive. Dangdang COO Huang Jo revealed that 2010 Dangdang's goal is to strive to cosmetics, household items, maternal and infant supplies three major target category to achieve online retail market share leading.　　And weapons are "price wars". "Price war is the normal of online retailing, but also the most effective weapon to enlarge market size and attract new customers, we will continue to use low-cost weapons to expand the retail market, and strive to become a combination of the lowest price of the net shopping platform."　　"Huang Jo said. "It will be difficult for new entrants to compete with a network that runs a hundred thousand of of parcels a day across the country." Guoqing said, and the big E-commerce platform will also be acquired.　　When financing at the end of the year, also want to find a suitable target. In Guoqing view, the current characteristics of the breakdown of E-commerce platform is scarce, but a lot of venture capital desperately to some e-commerce companies "eat fertilizer", and did not study how to differentiate, their own business to do unique. This situation could be dangerous in three years.