Electric Dealer 3C Sales volume is the first decline in the industry or a round of shuffle

Every reporter Guo Rong village from Guangzhou recently, in the past quarter, China's 3C products online sales of 36.84 billion yuan, down 1% on the chain, were the first to appear in recent years, according to Enfodesk, a quarterly monitor of China's online retail market in the third quarter of 2011. This is clearly a depressing news for home appliance companies that are running at full speed on highways.　　Paller Consulting Senior Director, home appliance expert Luo Qingxi (micro bo) in the "Daily economic news" reporter interviewed, said that only rely on the extension category, financing and other ways can not fundamentally solve the current 3C online shopping industry dilemma, the future of the grid business or will set off the tide of bankruptcy. Sales fell first in line with the above monitoring data, in the third quarter of 2011 China's online retail market transaction size reached 211.77 billion yuan.　　Among them, 3C commodity sales rose 61.6% year-on-year, growth momentum is still rapid, but the chain has shown signs of weakness, the first drop of 1%. From the second quarter of 2009 to the second quarter of 2011, the growth rate of 3C-type merchandise sales was consistently above 12%, up to 34.6%, according to the data provided by Analysys International (Weibo).　　But in the third quarter of this year, the situation has plunged, the transaction size of the second quarter of the 37.23 billion yuan to reduce the 390 million yuan, the chain appears to decline.　　Bowser Shopping Network CEO Zhiquan in the "Daily economic news" reporter interview, said that 2007, 2008 domestic Digital 3C Market experienced a blowout after a slight fatigue, the third quarter of this year, the decline in volume is also a continuation of this situation.　　Zhiquan that the main reason for this phenomenon is that in the past two years, in addition to Apple, the master technology, such as Intel (micro-blog) manufacturers and terminal product manufacturers have not introduced revolutionary products, which makes the 3C market more rely on incremental maintenance, the demand for the replacement of stock consumers is not urgent enough. In Luo Qingxi's view, the recent entry of a grid trader into a public platform or extended category is a manifestation of the potential dilemma faced by these companies.　　Because it has been a bit weak compared to previous volumes of browsing and shopping, this requires the use of other platforms, extended categories to gather popularity. Suning easy to buy (micro-blog) General manager Li bin told the "Daily Economic news" reporter, the characteristics of the electricity network to determine the higher the threshold of household appliances, distribution system and after-sale service system, all need a long time experience accumulation to complete.　　Therefore, as the market competition intensifies and the strength of the advantages of the power of the strengthening, China's e-commerce market will only exist 2~3 large enterprises with home electric network business, the rest of the electricity companies will be in the vertical category and a region for market share competition.　　Zhiquan agreed that the power grid business or will set off the tide of failure of this assertion, he said that the electrical industry has always been to embark on a healthy development of the road, the industry resources optimization is imperative. Electricity Dealers burn money Horse enclosure home appliances consumer industry fireThe money is "burnt" out.　　From "51" to "11", from "Shop celebrates" to "Singles Day", it seems as long as can think of promotion by the beginning, the electric business enterprise all not stingy big dozen price war, and Enterprise's propaganda language also from the original "low price" quietly changed to be "upset", even directly declared "0 profit". The use of low prices "horse rodeo" behind is a round of financing heat. In April this year, the Beijing-east (Weibo) mall completed its third round of financing of up to $1.5 billion trillion, the largest single sum of money to date in the Chinese internet market.　　and Suning Tesco and Gome (micro-Bo) Bowser rely on the group's strength constantly "siege sweep." Luo Qingxi This state as "price terror balance".　　For online shopping, consumers are more willing to follow the price to go, such an electrical appliance business will lead to lower prices to follow up at the same time, malicious price war and can not, we have to continue to spell consumption, resulting in increased transaction size and who can not be profitable situation. Dealers realize that this vicious competition is going to go wrong sooner or later, but no one dares to step on the brakes on the fast-moving car. Zhiquan said that the current electric dealers are basically still in the era of Crazy Horse-enclosure, the electric business attention is the speed of expansion of the market scale, logistics, services and other corresponding "soft" strength is difficult to keep up. But this is also the current electric business industry more helpless situation, everyone in crazy forward, who slow will be eliminated by the market, let alone stop the pace of expansion, logistics, after-sales service and so do complete the occupation of the market.　　Electric dealers can only be in the rapid market and healthy development of the two election, the electrical business in order to continue to stay in this market, can only temporarily pursue the rapid expansion of the scale, as to the development of the problems in the process can only be found in the development of solutions. "The situation of losing money is going to be broken sooner or later, the electricity business will cool down with the arrival of the cold winter, VCs and funds will be more rational, the company is not in the capital, the valuation is down, and the money coming in will be prudent."　　"Zhiquan thinks. The winter accelerated the industry reshuffle overall, no business hope industry into the "winter", however, the electric business "big guy" but have another idea. "As a member of the electrical business, we hope that this winter to come quickly, now the Warring States warlords, the cost is too high."　　"Zhiquan said. One example of the high cost of disorderly competition is that a one-month ad for a navigation site in 2008 costs as long as 20,000 yuan, and by this year the figure has become 2 million yuan and has soared in two or three years. The electric trader faces the dilemma that the marketing cost keeps rising.　　Bowser's idea is that through the "cold winter" to eliminate a group of enterprises, and thus end the disorderly competition, the industry returned to rational development. At present, there are three main driving modes of the electric business, namely supply chain drive, capital chain drive and Flow drive.　　Zhiquan that "winter" to rely solely on the model driven by the capital chain may encounter greater challenges, the final market will eliminate some of the electricity dealers. Similar to Bowser, easy to buy such a reliance on traditional household appliances, electric business enterprises, is a typical supply chainDrive, you can share Gome, suning annual hundreds of billions of dollars of procurement resources.　　Their logic is that, when the industry's "cold winter" comes, the investment boom is cold, and all aspects of the cost will fall back to normal levels. In the view of Li Bin, the basis of the retail business return is performance, excessive capital investment is not conducive to the development of enterprises, reference to international e-commerce market, there is no only rely on investment can be successful case. E-commerce enterprises should be the result of long-term cultivation, is the product of accumulation and precipitation. Simply for the flow is impossible to support the sustainable development of E-commerce, E-commerce Enterprises should pay attention to the consumer service experience.