Electric Quotient lesion: atypical competition of physical electric quotient

At the beginning of 2015, a group of "men on the 1th shop" posters widely circulated, 2014 in the field of household appliances 3C inextricably gome online and Jingdong, the battlefield further extended to the department store field. Gome Online 2014 thick fat, the market ranked from the 9th jump to 5th, is known as a model of the real electricity business reverse attack. After the listing of Ali and Jingdong, it appears that the duopoly pattern has been stable, facing the continuous impact of the real electric quotient.

When people are accustomed to listen to Ma Yun's "sermon", few people realize that Taobao is not in fact China's first electric dealer, the real original ecological e-commerce is not created by internet companies. As early as the 1980s, Walmart has tried to use an electronic ordering system to realize the interconnection of warehousing systems with suppliers and shopping malls, which is the embryonic form of all modern electric dealers. In the age of the Internet, the new electric dealers ' websites use better online experience and ubiquitous creative marketing to gain eyeballs, but competition is just beginning.

On the new and old modes of electric commerce

Any emerging business model has an innate aura, this is particularly true of the electric business, but the Internet power provider, in addition to the original purchase mode and sales channels of the recycling, did not touch the product and service online links, the real benefits to consumers of the revolutionary changes also need to rely on the evolution of traditional retail entities, in this sense, Real-world electric dealers ' stamina in the mobile internet era has been greatly underestimated.

For example, the top five electric dealers in the United States, Amazon and ebay, led by the internet and the Walmart, retailer and target of the physical power of the group, the former although the big advantage in traffic, but the proportion of mobile traffic is below 50%, Show the decline of the PC traffic and rely on, instead of 3 physical power platform, mobile traffic all in more than 50%, target more than 60%. Walmart employs more than 1000 employees in Silicon Valley, with a total online sales of $13 billion trillion in 2014, nearly 30% faster than Amazon, and two years to rival Amazon in terms of distribution and delivery time.

In the past, the real electric business platform construction is more dependent on the original system in order to build, the online business is defined as the icing on the cake, which makes it difficult to use the supply chain advantage to deal with the blitzkrieg launched by internet companies, but in recent years, most of the real electric dealers ' strategic adjustment has been completed, in the post-PC era of the big market, Players are not in the old and new part.

Chuang-Tzu said: "Small confused, easy, big confusion," in 2014 such an IPO after the year, the second-line electric business concerns Ali and the east side of the Matthew effect of continuous amplification, have turned to vertical boutique strategy, although the temporary locking of high-quality customers, but the market position has become increasingly marginalized. When for many years to cling to the book market, but also attempt to deep into customized clothing business; the way in which the category of unrestrained expansion in the 2014 years came to an end, had to shrink to the original shirt items again, the result of the blind struggle in the swamp is often more and more deeper.

When and where the lesions of the guest are: they are too rigid to learn from the SKU syndrome, that the contraction to their most familiar with the business of the start of the crisis, but in fact, these high profit category early in the spotlight, players will only be more and more, large electric dealer's flow advantage is more obvious, The so-called vertical strategy, which does not hold industrial background and resource allocation, will only get narrower. By contrast, Gome, suning and shop 1th, which are backed by retail entities, have chosen another battleground.

The United States has been prepared to launch a long planned department store + Life Circle plan, its core is relying on a strong entity business and supply chain, to the relatively high frequency of consumer goods to activate the original 150 million members, and then to catering, beauty and other O2O services expansion, this is a new form of comprehensive electric dealers try, If you add back to Walmart, to "online supermarket" as the selling point of shop 1th and recently also into the supermarket business Suning, the entity of the electric business has formed a bridge to the difference between the east of the cluster advantages.

The key to the success of the real electricity business

Competition-oriented integration of resources within the system is the primary task of the entity, Gome online with two years to complete with the offline supply chain, logistics, information systems integration and sharing, and Suning line with the same price, gome two lines more similar to the cooperation rather than full integration. In addition to each other for the supply chain, mutual drainage, through the PC, mobile, store a large screen of the cross screen marketing, based on the line on the big data of the accurate crowd portrait, large household appliances and small pieces of department stores logistics system complementary, all let Gome online with the internet and the different competitive advantage. Shop number 1th, since it started as a pure electricity dealer, in the Walmart of such strategic resources, in the Internet, especially active in the development of micro-letter on the shop, in the microblogging has app Plug-ins, in the Alipay purse has a service window, but also support the Baidu Micro-purchase, but as the first physical store based on the online supermarket, Store 1th lags behind Gome in the docking of its operating system. 2013, Gome is determined to integrate with Gome online Bowser network of its electric business platform, the end of the dual brand era, the end of 2014 began to layout life Circle, and Shop No. 1th is always free from Walmart's main business.

For real-world dealers, three things must be done to make a comeback in 2015:

1. Price

2014 Electric Business "double 11" and "double 12" still play chattering, but attached to two chopped hand festival, but also in front of the computer brush F5 people are not much, especially between Ali and Beijing-east mutual choke, exposing their serious problems. With 3 C, the constant price war has virtually ceased to have a price advantage, and Taobao there are a large number of unknown source of the problem of goods, the future of the electric business pattern must be the experience and service, after several years of market baptism, with a solid background of the electrical business platform return to take for granted.

In the entire electric business industry all-inclusive competition, Gome Online pursues is defends the counterattack, Xu Tu aggressive strategy, product line to home appliances 3C as the core, and gradually to home installed, clothing shoes bag, car gold, book art, FMCG, games, tickets and other areas of expansion, the first year of free commission of the open Platform policy, Also conducive to the marriage of Third-party experts, in the price to the Beijing-east to launch a challenge, parity in Beijing and east of the loss of 300 for the United States online logo.

2. Service

In the recent "Beijing-East Tragedy Theory", Ma Yun on the size and cost of jingdong under the mouth, mainly because Jingdong logistics speed and service experience than the cat and Taobao, in spite of the surface of Mr Ma to Beijing-East loss of the practice of logistics, but invested heavily in the layout of the rookie network has already exposed the true view of Ma. The truth is that the "spoiled" Chinese consumer in the electric-business war has a much more pressing logistics needs than the American people, Amazon's delivery time in the United States is generally more than 5 working days, if not enough patience, it is necessary to pay additional freight or become an annual fee of $99 Prime member, no other solution , Jeff Bezos's effort to test drone distribution is only a technical attempt, although reducing costs (in the US, where the cost of human capital is lower, is likely to be elevated in China), it also poses new security concerns. Retail giants have no Amazon-style woes, and in densely populated cities, Target, Walmart, JCPenny, retailer, Home Depot can offer more convenient purchases than Amazon and ebay through fully-covered business outlets Distribution and after-sale Integration Services.

The same is true of China, after the brutal competition of price war and marketing war, the overall PK of comprehensive service experience is likely to appear in favor of the transfer trend of the real electric quotient. Take Gome online As an example, its business online under the business already covered by the city is easy to quickly layout, all orders can be shipped from around the nearest warehouse, in line with the November 2014 launch of the timing of logistics services, Gome online home appliances bulky distribution speed not only greatly exceeded the cat and other consumer electronics, but also to the jingdong poses a serious threat. In the timing of the service commitment, before 12 o'clock noon, the evening before 8 o'clock service, the order, at noon 12 o'clock to 2 o'clock in the afternoon, the evening before the 10 o'clock service, the evening before the 12 o'clock, the second day before the 2 o'clock in the afternoon delivery, to achieve such distribution efficiency, such as the physical power of the logistics to ensure that the security of the hard and effective efforts. At the same time, relying on the network layout in large and medium-sized cities, gome such an integrated retail giant has the ability to provide from the delivery installation to a one-stop to replace the new value-added services, which will form a dislocation of the Internet power companies competitive advantage.

3, Marketing

The most advantageous internet power providers in the integration of communications will also face challenges in the future, at the beginning of the new year, Jing-dong in Micro-blog published "Imported milk low price to you, not to fight" series of posters, to challenge the Walmart of the Electric Business Platform No. 1th Shop, and 1th shop decisive battle, anti-choke Jing Dong " Import milk 6.9 yuan chop hand price, about to get up you can not afford to lose people "," more than 50 percent brand group, import milk Stockpile goods opportunity! " Gome Online to help boxing 1th shop angle to join the melee, released "is a man to let go of Shop 1th" series of posters, the Ming group of Beijing-east, the irony of the 1th shop, from behind, successfully grabbed the mirror.

Internet dealers have turned normal business competition into a war of words between brands, the addition of the entity electric Quotient will make this war return to the origin, with Gome as the representative of the entity electric business launched the Empire Strikes Back, is no longer a common business war, the real electric quotient from the local life circle of high-frequency services to start, redrawing China's electrical business map, Whether successful or not, this attempt is good for the consumer at least.

Bug two: Talk about technology, talk about history.

If you think this article is good, welcome to share. Declined anonymous reprint and excerpts.

Welcome attention to Micro-credit number: Second said (Chongershuo).