Electric trader fights Singles Day Carnival and Pain: platform pinch business embarrassed

From the 2012 Singles Day (November 11, also known as double) year-end promotion, there are two days.

The more the stronger the electricity dealer price war, let this should be exclusive Ali "Day Cat Day", became the electricity merchant's rush day. Jingdong, easy to buy, Xun and so on are determined, ready to kill a, no one will let go of this increase in traffic and sales opportunities.

On the afternoon of October 9, a microblog posted by Meng, founder of the oil master, caused a stir on the internet.

Meng Awake Weibo said, Jingdong Mall lock after the Taiwan, pushing the bad sales promotion, and declared: "The brand from the east of the hotel." From now on, Jingdong Mall sales of the products and the Liv brand has no connection. The brand does not authorize the unauthorized channel ' Jingdong Mall ' to sell any of the products, nor will it be shipped. ”

Liv is on Taobao lit up an essential oil brand, the so-called annual sales as high as 400 million or 500 million. Meng in an interview, said that morning, in order to sniper Taobao "Double 11", Jingdong Mall will be the product of the special counter 50 percent, and also buy gifts activities. After that, Jingdong Mall will be a flagship store in the backstage lock, not allow to change the price.

Meng said he was very embarrassed. He told reporters that this year, Liv took part in Taobao "Double 11" activities, then made a commitment to "in the Double 11 day, the entire electrical business can not have a lower price than this, it can not be the same price." "This means that if Jingdong Mall modifies the product price of the Aphrodite oil, Liv will be under the" Double 11 "in the Sky Cat.

In this respect, Jingdong Mall official reply said, "according to the communication record with Liv, as early as October 17, Liv has confirmed participation in the East Beijing Desert Storm activity." It is understood that the prior commitment to participate in the activities, the withdrawal is due to the threat of a certain electrical dealers and to give a better position to promote the commitment. In order to maintain the user's normal shopping rights and interests, Jingdong temporarily blocked the backstage. Jingdong Mall Respect Seller's choice, later will resolve this matter through consultation. ”

The "Singles Day" battle will finally continue for a year the price of electricity dealers to the climax of the war.

Compared with the Singles Day of 2011, the number of electronic business platforms to fight this year has increased to 10. In addition to the cat, Jingdong, suning easy to buy, Gome Online mall, shop No. 1th, Amazon China, Xun nets, Dangdang and so have joined. Promotional time is also extended from 1 days to several days, or even one months. Among them, Jing Dong's "Desert Storm" is from October 10 to November 12, suning purchase promotion is from November 9 to November 11. According to the electric Business website billion Power network editor-in-chief Jia Pengrei Introduction, only to participate in Taobao platform promotional brand business is last year's 4~5 times, brand participation in the number of businesses.

Single selection of platform

Facing the platform between the racks, many experienced brand operators began to different platforms "tailored" different styles.

Squeezing each other so hard that we make a choice. "November 9, a well-known FMCG brand responsible for the business of the employees told reporters:" Jingdong asked us to give it and the day cat the same promotional support, those days cats home products, but also to support the east. And the cat said, if the cat for the two-11 promotional goods, as long as other platforms with, then the cat will be the goods down. ”

The company finally chose to support the cat because it failed to make differentiated delivery to the platforms and, in the light of the growth in cat sales. According to the staff, preliminary estimates, double 11 day, the cat will bring them more than 3 million of sales, equivalent to their usual in the days of the cat 1 months of sales. He admits that after the choice of the cat, but also for not choose Jingdong "pay", the next 6 months, the cooperation between the two sides may not be too happy.

This reporter calls the cat related person responsible, the day cat related personnel said: "We did not force the merchant to choose, the merchant chooses what kind of platform, does what kind of activity, is own active choice." ”

Facing the platform between the racks, many experienced brand operators began to different platforms "tailored" different styles. Wang Yong, vice president of the Diamond, told reporters that, since October, she has been preparing for a double 11, and on every platform at the same time. The cat and the main consumer of Jingdong is not the same, for the day cat, the design of the price of the 1000 yuan group incense, there are about 4000 yuan of bare diamond, these products cost-effective are relatively high. and Jingdong on the purchase of the crowd is male, the end of everyone's investment tendency will be thicker, like to buy naked drilling, gold bars, big diamonds and so on, the price is relatively high.

Electric Business analyst Li Chengdong thinks, double 11 day, the day cat's flow can use "hair-trigger" to describe, so more merchant chooses day cat. At the end of October, when the official settled into the cat, the industry many people sigh, when the second-line platform can not be called platform.

With when settled into the cat, Gome Online Mall also curve into the cat platform, before, Gome's other company's website Bowser Network has already been in the cat platform, and this set up a separate platform operation team.

Bowser Network vice President Pengliang told our correspondent, "although this double a website all want to share, but from the flow and conversion rate of data, the days of the cat is still the price of the electricity quotient of the winner of the war, suppliers and independent operators have mostly chosen the day cat." ”

"For the electrical business channel we are just starting, we tend to be in the cat such a platform to open their own shop, the risk is smaller." "The United States Group Marketing Department of the relevant people said to reporters:" Of course, also do not exclude and easy to buy, Bowser and other independent electrical business cooperation. ”

For the choice of day cat, Skyworth-rgb China Marketing Center General manager Liu Yaoping explained: "Although we will be with Gome, Suning easy to buy, Beijing-east and other cooperation, but in the dual 11 period of time we pay more attention to with the new seven-day electrical network operation of the day Cat store, because the cat's traffic and this mode of operation for us is the most favorable. ”

"At present, the rapid development of electric business channels, while traditional electrical chain channel status slightly decreased, coupled with local chains, department stores, township channels, such as the emergence of diversified channels, 0 (Retail) for (supplier) game of the initiative to return to the hands of suppliers. "Now is the best day for suppliers," says Liu Yaoping.

Not only is Liv, this reporter learned from Jingdong Mall, a mail show, a luggage merchant said, "because the cat as a double 11 key to push merchants, Taobao Day Cat Mall official mandatory requirements of this Desert Storm activity removal entry map." "Later, the merchant will be differentiated products, only to participate in Taobao Double 11 and Beijing east of the Desert Storm activities."

An electrical appliance vertical electric dealer's related person tells the reporter, the Day cat electrical Appliance City "Double 11" all merchandise behind the merchant all is only then to make the one-way choice, namely can only choose the day cat a platform. In addition, each category ranked top ten businesses are key to the main push business. Those who are not in the main push sellers, often just a single product for the double 25, on this, the cat also requires its single products also can not appear on other platforms, otherwise the cat will be directly to its promotional items under the shelf.

In this promotion, the cat and Jing Dong two years between, the days of the cat, Jingdong, suning easy to buy the rapid rise, squeezing a lot of vertical type of living space.

Lanmiu CEO Dong Road every two months will go to Hangzhou, and Lok Amoy Vice President Chen nearly all the last year stationed in Hangzhou. They could hardly touch each other, but the same thing was they were looking for opportunities on the cat.

Over the past two years, more and more companies originally intended to operate independently of the manufacturers have been south, began to actively contact with Taobao, discuss the problem of Amoy. For them, Taobao's huge flow and relatively low flow costs, relatively mature business ecology, so that they can be a small cost to obtain more growth.

"Over the past two years, the change in market share of the platform traders has brought less and fewer opportunities to the vertical electric operators." "Analysys International analyst Shou sent to think.

In two years, the rapid rise of the cat, Jingdong and Suning has squeezed the living space of many vertical classes.

According to Eric's data, in the third quarter of 2012, the proportion of cat in the whole market is 54.6%, while in the remaining 45.4%, Jingdong accounted for 51.1%, Suning easy to purchase for 9.9%, Amazon China is 6.7%, Bowser net 5%, every guest 4.2%, Xun net 3.9%, when 3%, No. 1th Shop 2.8%, only goods will be 2.2%, new eggs 1.9%, the remaining other business accounted for 9.3%.

In the third quarter of 2010 two years ago, Taobao accounted for nearly 60% of the total market. In the remaining 40% percentage, Jing Dong accounted for 35.6%, when is 8.9%, Amazon Center 8.9%, where the customer is 5.3%, the new egg is 4.4%, Xun is 3.1%, red children accounted for 2.3%, Mai Lin accounted for 2.2%, the new seven Days Electrical network is 1.3%, Century electrical network (that is, Bowser) accounted for 1.1%. Two years, the days of the cat, Jing Dong, suning easy to buy three rapid expansion, left when, red children, new eggs, such as vertical the survival of the space increasingly narrow.

When the marginalization is a typical witness. In the past two years, because of the slow expansion of the category, the market is conservative, underfunded, when the book started by the electricity dealers did not in department stores, mother and child, clothing, such as the three major categories occupy a place, its own sales of the market share of the business from 2010 to 8.9% in the third quarter of 2012.

In addition to the electric business bubble, the flow of purchase costs, channel liquidity costs are high, the capital no longer provide blood transfusion, the survival of the electrical business is difficult.

Life and death, brand merchants more and more rational, no longer "bluster" said to build their own logistics, independent distribution, but first to find a way to survive.

In recent years, the shoe vertical electric dealers in the transformation. Le Amoy transformation to do its own brand and the introduction of 5 shoes brand, good buy added to the apparel category, the name of the shoe library positioning as a "supply platform", and its own traditional supply chain advantage to develop their own brands.

Most of these vertical businesses started out of the internet and lacked a precise grasp of the supply chain. In the transition, they invariably think of the open platform. More than a year ago, the days of Cats, Jingdong, Amazon, when the launch of an open platform, a wide range of companies to invite the world vertical. Among them, the basic facilities of the Cat open platform better effect.

Now, Le Tao invests a lot of energy to do the day cat flagship store. Good buy, famous shoe store before Taobao shop, and then opened the cat flagship store. These days the cat shop has brought cash flow to the footwear consumer.

On the other hand, for vertical operators, Taobao's "electric business ecosystem" to the 9-year-old Taobao platform to new opportunities. Earlier this year, Taobao proposed the concept of "two 1 million", that is, in three years, so that Taobao sales over 1 million of the number of sellers reached 1 million. At present, the number of this group is only more than 100,000.

By contrast, other open platforms are less than satisfactory.

Chong, the chief executive of the women's clothing brand in Korea, told reporters, Han are usually only to participate in the Beijing-East small activities, double 11 mainly in the days of the cat on the force. "Beijing east to do open platform, we also went in, and later found that the above sales are not very good, we mainly sell women's clothing, not menswear." ”

and Dong Lu told reporters, because the crowd positioning reason, Lanmiu goods in the east on the sale is not very good. Given the ROI (input-output ratio) and the 2:8 principles of business, the future Lan Miu will focus on the cat.

Prudent sellers

Let these sellers quite nervous is, double 11 day of huge traffic can "respond freely".

Cat's various marketing campaign to the user want to provoke the "desire" fire burn body.