Electric Business War: Traditional Enterprise vs Internet new power

The development of E-commerce in the United States so far, has taken over 50% of the global Internet trading market share, and to nearly 20 years of development history of Monopoly of the world's electric business tau.

At present, the United States for the retail market in the E-commerce industry, in addition to Amazon and ebay's two Big Mac platforms and some vertical web platforms (such as shoes, flowers, pets, health), other successful models are online sales channels that producers and retailers operate independently, including Dell and Microsoft. In addition to "do not understand" the Internet, retail and manufacturers have almost all the obvious advantages in other links.

China's E-commerce market, it seems, also to the retail enterprises, the Internet electric business platform and the development of electric business structure of production enterprises. Under the new pattern, the Internet "burning money" type of development model will face more brutal competition test.

Market situation in the second quarter

Q2 listed companies disclosed earnings, the most people are the most bright is suning easy to buy. This operation only two years of electric business (August 18, 2009 operation), the first half of 2011 sales reached 2.569 billion, squeezed out when the industry's third, the top two are still Taobao Mall and Jingdong Mall.

According to this development rate, 2012 annual sales of 10 billion should be a relatively easy thing, and Jingdong 2010 annual sales of 10.2 billion (unlisted company data). Taobao Mall's 2010-year turnover in 50 billion or so, may be able to block Suning easy to buy forward footsteps of only Taobao mall and Suning himself.

The domineering of the retail terminal

The most typical example of the retail terminal is suning Tesco.

Easy to buy can quickly rise, benefited from the seamless docking of the Suning company's years of industry resources accumulation, the son of the cause of his father how can not fully support it? Complete supply chain, warehousing and logistics experience, management and accumulation of rich suning easy to buy, the probability of success is infinite.

Remember easy to buy when opening, and several industry eminent persons discussed, at that time the view is as long as Su Ning is big enough, willing to devote all resources to Bo, easy to buy will become an amplifier. After two years, Su Ning's determination has been well publicized, to the prospects of E-commerce and the existing business ceiling effect, it is its am the main reason for easy to buy.

Internet electric Shangli and its disadvantages

Internet enterprises to do electricity, the biggest advantage is online product construction, network marketing promotion and online operation is very handy. Therefore, from an idea, an investment to the mall on the line, often in a very short time to do, and do very exciting.

The biggest risk for internet companies is that they may not have enough stamina: how to get suppliers to "kneel down"? How to get customer service to fix every "trouble" consumer? How to manage warehouse and goods well? How to manage the logistics company to ensure delivery speed and service quality?

Currently doing a good job of internet power companies, are more and more like the traditional retail enterprises organizational structure. Internet electric business are also in the hard skills, play the advantages of the same time to make up for deficiencies, is in the fierce competition in the way of survival.

The so-called advantage, is big to precision marketing strategy, small to buy button how to design to achieve the extreme, and the so-called make up the insufficiency, is in the supply chain experience, warehousing and logistics to complement the strength of the enterprise. After all, E-commerce is still to play on the Internet, is the so-called "My site I make the decision", the future of the Internet electric power companies will be China's most important power.

Don't forget the manufacturer's presence

3C products and book products are the most typical channel operators in the absolute strength of the industry. Not all industries are so, and in some product-oriented industries, products with absolutely unique and branded values tend to make it easier for producers to get their own electricity.

As early as 2000 years, Dell began selling online sales path. The same goes for the latest iphone and ipad, where anyone can book, pay and buy directly on the Apple website. All this can make people feel the industry changes brought by strong products.

Because of the domestic overall brand value added and innovative values are very limited, so really like Apple as strong product manufacturers are relatively few, manufacturers themselves open up the network direct access may not be common. In contact with the enterprise bosses, more cautious try and wait-and-see attitude towards E-commerce.

The pattern of war

E-commerce has come to a time with hard power to speak, the little things or micro-innovation (such as group buying) can not shake the industry pattern. Some time in the future, will be the Internet electricity business, Super Retail terminal electric business, the producer of a stage. And between the Internet power providers, the internet and the Super Retail terminals, there is bound to be a lot of thrilling battle to fight.

As Jing Dong Liu said: "Jingdong's corporate culture is hard fighting spirit." "The rise of e-commerce has put our good impression of the Internet from" elite culture, imaginative thinking, gifted teenager "back to the original" survival, competition, blood ".