Electric dealers burn money game play soon began to think rationally

With a good price war famous E-commerce Enterprise Yao Point 100 on 8th suddenly announced the collapse, is now looking for buyers to buy.

On February 16, Massamasso, a high-end brand in the field of vertical apparel, also began to pay a total wage cut of 20% to 30%. Earlier January 9, once Hao said to challenge Taobao's product network CEO Gebin announced the suspension of the company's business. In addition, the news also, group purchase website Group Treasure Network of arrears has not subsided, luxury electric goods network also due to investment funds did not account for the big layoffs.

Jingdong Mall CEO Daiju last year predicted that with the global capital market cooling, "there must be a lot of power supply chain rupture of the situation", some well-known domestic manufacturers will also fall.

Due to the cold of capital, from the four quarter of last year, the electric dealer "burning money" game can play how long it becomes a topic of wide concern. "Burn money" game gradually into no money can burn dilemma, the business model of the electric business directly be beaten back to the original.

In this respect, Massamasso Vice President Messing deep feelings, because "into the electricity business" winter, enterprises need to control costs, which will carry out performance reform ", but this move behind, is Massamassoin capital contraction suffered a tight financial chain, such as Yao Point encountered by the investment side contraction. According to Mr Chen, a 100-point former executive, Intel said it would invest 10 million, but it was not actually finalized. Product of the business suspension is also the capital is not in place, Gebin said, "because the investors promised to invest not in place as scheduled, the company capital chain break." ”

E-commerce can be from the user's pocket directly to the real gold and silver business model, but often in order to blindly expand the business scale, occupy the so-called leading position, do is "lose money to make a yell" business. But only by burning money to win rankings and traffic, ultimately not a long-term solution. When all the electric Shangdou wanted to be the last "remnant" of the King, the tide of capital was receding, leaving most electric dealers dead on the beach in a short time.

Li Guangji, a financial commentator, pointed out that there was not a problem in the electric business sector, but that there were too many electric dealers in the early days. Comparatively speaking, the electric quotient or the low threshold industry, if has enough funds, can pull a gang of people, quickly can make a website, if played enough advertisement, also can quickly win certain popularity. But in fact, the lower the threshold means the more intense competition, very electric Shangdo are playing a price war, but the money always have a burning day.

In early 2011, Ma Yun said that the vast majority of electric dealers will fail in the next ten years. As a result of the 2011 capital market recession, investment began to shrink, accelerated the beginning of this year, the strategic contraction of the electricity business or even outright failure to leave. From this perspective, not 10 years, the electric business industry has begun to set off a wave of closures.

The industry believes that 2012 will be the elimination of electricity business year, life and death years, the industry shuffle will accelerate, the electric business operation mode will be upgraded and rebuilt. But only by ending the abnormal development mode of changing the scale of the loss, the electric business industry returns to the essence of commerce to provide goods and services, to earn due profits, so e-commerce as a new economic model, its development prospects will be good.