Electric Business Melee

Even after 2012 years of the electric business has experienced a wave of tide Amoy: Vertical electric business survival space is again squeezed, small and medium-sized electric manufacturers waving flag, integrated category of electric war into a group, the electric business in the 2013 will continue to play the big guy fighting. On the surface is the price war will continue to perform frequently, even if the spectators have been aesthetic fatigue, secretly around the open platform, finance and data and other internal forces are underway.

Who is the world of giants?

2012 China Economic annual character awards scene, Ma Yun and Wang "staged" debate. Wang Jianlinyo bet Ma Yun, "10 years later if the electric dealer in the Chinese retail market accounted for 50%, I give him a billion, if not to him I a billion." But according to the insider chat revealed that Ma Yun did not take the front, because he believes that the 10, E-commerce transactions than traditional business is an indisputable fact.

For Mr Ma, betting with traditional retailers is more of a gimmick than practical. Even with more than half of the market share, stable sitting in the electric business First, Ma Yun led the Taobao department clearly understand that the real competition is also from the industry. Left a Liu eyeing, right there guoqing curve to save the nation, after Jindong full line approximation.

"Price wars" consumed

Behind the Sun's transcript is actually a false boom made by the electrical business. The fast-growing dividend of netizens is disappearing, and the battle for buyers will be fiercer.

"Price wars" and "sun transcripts" have undoubtedly been running through the electricity business for 2012 years.

Following the "6 18" "8 15" two World War, Taobao Department of "double 11" promotion will be the year to the peak price war.

"Double 11" after the Alibaba Group announced that its "double 11" Promotion of Alipay total sales of 19.1 billion yuan, increased by 260%, of which the days of the cat for 13.2 billion yuan, Taobao for 5.9 billion yuan. Alibaba Group recently announced in Hangzhou, Taobao and cat turnover has exceeded 1 trillion yuan this year.

Even on the surface, 2012 was almost the hardest year for electricity dealers. In addition to Taobao into the scale of profit, even if heroic such as Liu also play a bloody profit yell of the loss of business. According to Iris data, 2012, China's 1000 web site, the revenue can reach tens of millions of dollars only hundreds of, and the 60%~70% flow is in decline, the real flow has risen only 20%~30%. The "price war" is more like a loss-making business. According to all the monitoring, each price war will usher in different levels of flow decline. Shopping Search website Help 5 to buy the monitoring data show that "8 15" and "Double 11", major electric dealers in the war day after the sharp increase in traffic, followed by a significant decline, especially in the "double 11" after the performance more obvious. "The main electric dealer" Double 11 "sales performance is in fact overdrawn for a period of purchasing power." Help 5 to buy the CEO Yin Ruje that "price war in the short term to stimulate the flow of the same time, will also create a sustained price war, no loyalty to the vicious circle." ”

Behind the Sun's transcript is actually a false boom made by the electrical business. Industry observer, Huaqiang North online Vice President Shangxiang pointed out that the sales figures published by the general presence of water injection, the sales are actually under the single amount, and from the next single to deal 50% will be lost. Compared with the flow rate of conversion more valuable, "domestic jingdong, when, Taobao do the best, but the conversion rate is only 3%~5%." ”

"It is important to note that the rapid growth dividend of netizens is disappearing," said e-commerce Observer Ruzenwang, an interview with the China Business Newspaper (blog, Weibo), noting that the growth of shopping netizens has slipped from more than 40% to less than 20% over the past few years. For Internet users, the category of online consumption growth is limited, "but in whose home to buy the problem", the battle for buyers will be more intense.

Ma Yun Layout

Liu the arrow.

Taobao Department and Jingdong Mall in the business model has shown different schools, the former through service fees and advertising profits, Liu is in the self and open platform for profit.

In Ma Yun's Business dictionary, the most like to talk about is the lake, the most favorite character is also the wind. But at present, it seems that in the electric business, there is no way to win a recruit better than the road to the other body.

The third quarter of 2012 's data show that the domestic market for the third quarter, the cat market share of 54.6%, Jingdong Mall ranked second accounted for 21.8%. However, whether from the order volume or user activity, the electric business or the day of the cat a solo show of the era. According to Analysys International data show, in the first half of 2012, from the order volume, the cat amounted to 320 million yuan, Beijing East second for 60 million yuan, Dangdang ranked third for 28.83 million yuan. Active user size, the day cat for 82.73 million households, Jing Dong for 11.55 million households, when 9.55 million households. But the gunpowder between the Liu and the horse cloud has been getting thicker.

Although Taobao Department and Jingdong Mall in the business model has shown different schools, the former through service fees and advertising profits, Liu is in the self and open platform for profit. But the two in the competitive resources and many other aspects of the bump has been gradually upgraded. Speaking of 2013, Liu will be based on big planning, optimize the cost to achieve quarterly profits.

2012 Ma Yun most likes talking about the platform, the finance and the data, the Liu also is in step follow up. September 2012, Jing Dong got the Express business license, to solve the issue of the quality of courier logistics. and announced to the third party business Open. In addition, Jing-dong also through the acquisition of online banking into the payment business, the move is considered as a sign of its entry into the financial business. Liu also boasts a 4 billion-dollar investment in cloud computing, which may provide storage services to platform collaborators or third parties in the future.

If you say Ma Yun does not look at the opening of the price war, "8 15" price, MA Yun in the internal comments when the Liu, "if not with the money of investors, with their savings to play price war, you will play?" "It is a taboo to have a full set of the Beijing East." "Ma Yun himself also want to solve the problem of where Taobao to go," Ruzenwang pointed out that the problem of the cat is too dependent on internal flow, "Taobao Department of Growth in 2012 or from the internal flow of the transformation." Ali's stake in Sina Weibo also comes from the consideration of traffic.

In addition to like Liu High-profile release of Arrows, lonely and "from" the guoqing. Guoqing analysis When the 2012 benefited from the open, category combination and concentrated advantage of three major factors. As for the more thanks to the 3C, it is left to the electric dealers obsessed with sales growth. "According to Guoqing's assumption, with the cat, Beijing East head-on is not sensible, the future when it should be fine line, to strive for high-end customers, rather than simply the popular route."

"Triplets" melee.

There is no doubt that fierce fighting is still the theme of the 2013 Electric Circle, the only difference may be the price of war to the capital, internal force integration, such as deeper levels. If the Guild wars are unavoidable, we should try to clear the game and fight.

After more than 2012 years of fierce scuffle, there is a voice said that the current market share of Beijing to lay "Taobao Department of Beijing East" of the two yuan pattern, it seems too early. There is no doubt that in the 2013 many of the big men will erupt more fiercely close hand-to-hand combat, the price war will become the normal, rather than a wave of land. A number of industry insiders interviewed said, "In addition to Taobao is more stable, the rest of the market share will be more fierce." ”

2013 Most fierce war is likely to erupt in Tencent, Beijing East, Suning easy to buy between three. At the end of 2012, always in the electric business circle is not bland Tencent, "platform + self + Peripheral Investment", "physical online shopping + life service" Multi-level electric quotient strategy has surfaced. Integrated Pat, QQ Mall, Xun and other business, combined with the imaginary space of micro-letter outbreak, Tencent set its goal is to achieve 200 billion yuan in 5 years of turnover.

In addition, has repeatedly dealt with suning and so will continue to compete for market share, for the electricity quotient competition, Jindong analysis that this is to build a platform after the overall competition, and suning to do in which "all-round players." "The model of the three is too similar," Ruzenwang analysis, three are doing 3C, home appliances Purchase and Sale + Department store purchase + open platform + self-built logistics + third party payment, 2013, the battle is inevitable.

But in the Jindong list, the real opponents seem to be Tencent and Taobao department, "and we are not a heavyweight, jingdong or children." "Jindong said. Fortunately, before the new round of war, the style of the Liu before the fifth round of financing, financing amount of 400 million U.S. dollars. The industry has a view that 400 million dollars is only enough to maintain the Beijing-east, but Liu said, "Each war is the process of sublimation." ”

There is no doubt that fierce fighting is still the theme of the 2013 Electric Business Circle, the only difference may be the price of war to the capital, internal force integration, such as deeper levels. If the Guild wars are unavoidable, we should try to clear the game and fight.