Electric dealers bid farewell to the great loss or adjustment period of the good Times

At present, a lot of electric dealers "play not turn", as an industry personage to "China News" reporter frankly, the surface looks very beautiful, very lucrative. And actually it is falling into the "burning money", the development of the loss of the Bureau, as if a fishbone stuck in the throat, swallowed not to spit out.

In the United States NYSE listed Dangdang recently released the fourth quarter of 2012 earnings show, Dangdang total revenue of 1.6 billion yuan, an increase of 31%, net loss of 120 million yuan.

In fact, the two-year market has been in a row for seven consecutive quarterly loss signs, last year, losses as high as 444 million yuan, compared with the 2011 losses have further expansion. For the Dangdang to hand over a dismal transcript, Dangdang CEO Guoqing said, peer losses more serious.

Outside the eyes of the electricity quotient, "half is the sea, half is the flame". Although many businesses for the electric business of the strategic enthusiasm continues to rise, but the electric business area of the "fat" although it smells delicious, but not so refreshing to eat. Dangdang's continuous loss, many people in the industry or more to the loss of the phenomenon and "burning money enclosure" linked together.

Mo Dai, an analyst at the China Electronic Commerce Research Center, who was interviewed by China News, said that the loss of electricity dealers and the continued price war and the expansion regardless of cost have a great relationship, price war led to the constant burning of money, resulting in vicious competition in the industry.

Zhang Shinyu, a senior researcher at China National Development Research, said in an interview with the Chinese news reporter because the capital to the size of the requirements of the electricity dealers at all costs to change the amount of money to occupy the commanding heights of the consumer market, so the price war is the main reason for the whole industry into losses.

"Burn The Money Enclosure", take the viscous effect to use the huge preferential ultra-low price to attract the customer may be one of the reasons for the huge loss of Dangdang, but it is not the only reason.

Mo Dai Green further said that Dangdang in the promotion also invested a lot, these are also caused by a loss of reason.

In addition, "China News" reporter in the interview also learned that Dangdang early last year in order to serve the value of further fully play, with 740 million yuan for logistics and other distribution costs.

"At present, the electricity merchant faces 10 electricity nine losses of predicament." Early expected Dangdang will lose, but did not think will continue to lose money, but also a lot of losses. "Zhang Shinyu said.

In the analysis of the reasons for the profit compression of its electric business industry, Zhang Shinyu said that with the increasing number of competitors, a lot of "hand-to-hand combat" diluted the profits of the electric business industry. Another deep-seated reason is the excessive reliance of some enterprises on capital, make the whole electric business industry tend to impetuous, excessively pay attention to smash money in exchange for scale effect, lack of self hematopoiesis ability and fine management, did not form own core competitiveness.

The market total of the ever-changing, in recent years, the "barbaric growth", but also ushered in the market of winter. The ensuing collapse may be inevitable. It is worth mentioning that, 2012 Suning easy to buy 66 million U.S. dollars for the acquisition of Red children is a trend, which may mark the arrival of electricity business integration.

Mo Dai Green told reporters that the pace of the electricity business slowed down, is indeed entered the adjustment period, in the profit of this goal, many electric dealers also began to find suitable for their own development path.

Zhang Shinyu believes that the next 1-2 years, to suning mergers and acquisitions of red children will also appear, the electric business industry competition will gradually from the "guerrilla" type of combat into the "Grand" combat stage. From the War of the "feudal warlords" into direct dialogue between oligarchs, from the past, the price war-oriented competition, developed to cover the supply chain, warehousing logistics, talent, technology, capital and other dimensions of the three-dimensional competition, which for the comprehensive strength of enterprises, especially the integration and control of the capacity of the factor resources put forward higher requirements.

Mo Dai Green also believes that the future of the fittest will be very obvious, there are many electric business enterprises will be eliminated in the competition, and some will be acquired, these are the electric operators to adjust the integration of the road.