Electric War Country hegemony: 3 fronts each have the trick who will "China"

As the saying goes, "Gone with the Wind", when the old order was broken, the new order has not yet been established, is a time of hegemony, as today's "China's electric business."

Ma's Taobao "Empire" not only set up the Chinese online trading rules, but also swallowed online shopping 70% turnover, more later electric dealers "powers" have done a sermon.

Liu Jingdong Mall, Guoqing, Yu couple of Dangdang, has been "returnee faction" of excellence in the Amazon, aged where customer-prudential products, Gege, Liu Junling of shop 1th, red Children, dream Bazaar, only goods will, Lok Amoy nets, good music buy ...

China's electricity business territory has become a Warring states, the war is a prairie fire, who is the real hero?

A hero.

Warring States warlords hegemony, there are always certain tricks routines, price war and the war of words is to fight "who is the cheapest", heavily smashed to buy land to build warehouses, recruiting to do the distribution for faster than the delivery point, but also richer than the goods, who home products more complete, choose more, who than the supermarket more "supermarket" ...

1 than the price

Speaking of prices, seems to be always the main theme of online shopping, not only consumers like to shop on the internet bargains, Shopping happiness index and online shopping is directly proportional to the cheap index; the power dealers are also aware of the importance of price advantage. To Jingdong Mall Liu and Dangdang guoqing as an example, two beikewen like to stir up the war in the mouth, than the goods cheaper. The latest record of the war was in the book, Lao Liu scolded his subordinates: "If you give the company a penny in three years or a profit of five years, I will dismiss your entire department!" The meaning of the idea, Jingdong does not make money to sell books, this is the driving force of price war, the target of selling books to start the Dangdang. In old Liu release ruthless words before, Dangdang old Lee came a "retaliation": consumption of 200 yuan to 100 yuan, known as Dangdang set up 12 years the most violent price war. As a result, we can imagine, Old Liu Lao Li, we buy hot.

Inner Universe

Parity has a trick

Why are the warlords so sensitive to price wars? No. 1th Shop Masters Gege stood up to play "Kick the Bomb": they set up a parity team, every day the work is more than the price, than the supermarket, compared to other competitors on the Internet, this high-tech gadgets called "PIS" parity system, once their own commodity prices than competitors higher, The system automatically issued an alarm, the comparison staff immediately adjust the strategy, is the so-called "you want to lower my dime, I will back you two cents." With this stuff, store 1th keeps the overall price of a product at 3%-5% cheaper than a supermarket. In fact, the "PIS" parity system has been the public secret of the warlords, each in order to make the "PIS" parity system more sensitive, more destructive, regardless of the cost and manpower development system. Gege's No. 1th store has nearly 500 people to develop system software, including procurement systems, automated single system, distribution management system, warehouse management system, etc., "the future will develop to nearly million kinds of goods, no way by hand management, must rely on the system."

2 than delivery

Remember Liu Xiang did a courier company advertising? Liu Xiang Speed "can do" the time of the morning, but in the world of electricity, "morning Tatsu" is not fast enough, but also "day up" or even "half-day Tatsu." Jingdong Mall Old Liu often described this kind of white-collar online shopping life: After lunch the rest of the time on the Beijing-East stroll, with the next order, the evening to return home distribution staff door-to-door. So far, old Liu's dream can only be achieved in a few front-line cities. No. 1th Store Gege also said: "You 11 o'clock in the morning before the order, the afternoon can be delivered, this is called ' Half-day Tatsu '." "This is not a loss of the age of the guests:" Our delivery staff is not enough, but also to serve good, and then respectfully let you try to wear, the wrong size, color, style is wrong, it does not matter, immediately back to you to arrange for free replacement! "

Although this Half-day day delivery time difference, the warlords in order to promote this speed but painstaking. First of all, the door-to-door must have a distribution, to the General Express Company is not at ease: courier service quality is uneven, delivery is not timely, often the merchandise littering, earn that little order difference small, offending consumers fell a bad word of mouth big. So for the sake of safety, whenever the hands of a little money in the electricity dealers have built their own distribution team; orders are too many of their own distribution team can not afford to outsource to other delivery companies. "If the private courier company can keep abreast of the development of the market, why do we do their own distribution, alas ..." This is the trouble of the warlords.

Along with the expansion of the logistics line, as well as the regional market expansion. For example, Bowser mall with the network of Gome to achieve regional expansion, Zhiquan revealed that the plan to use three years in Shenzhen market to achieve 1.5 billion yuan in annual sales, the same period in Wuhan, central China and the establishment of the Southwest region of Chengdu has been established three years to achieve 1.2 billion yuan and 2 billion yuan annual sales target. In the regional seamless docking mode, Bowser and Gome branch warehouse to achieve complete information sharing, Gome's supply chain, logistics and after-sale service system completely open to Bowser.

Inner Universe

Electric dealer asks "Cang" if thirsty

After a huge distribution team, also need to have a huge warehouse: Lok Amoy Network of Beijing Warehousing in a year from more than 1000 square meters to increase to more than 10,000 square meters, where the customer warehouse area from the last year's a hundred thousand of square meters to increase to more than 300,000 square meters; Jingdong Mall, Dangdang, excellent Amazon and so on all the size of the electricity dealers , and even Taobao is going to spend 10 billion yuan to establish a unified warehouse for the large sellers of standardized goods warehousing. It can be imagined that everyone must buy a place, storage rents are rising, it is said that the Shanghai Qingpu area storage rent has to "every day to increase the amount of 1 yuan per square metre."

3 than commodity

In addition to Taobao and Pat two "federal" electric dealers from the beginning as they are "online grocery store" outside, all other electric dealers from the "online store" started: Jingdong sales of electronic products, when the When book, excellent Amazon selling DVDs, Fank selling clothes, red children selling mother and child supplies ... All this is a "vertical" gesture into the online shopping, reasons without him, the warlords in the rich before they have their own familiar areas, from this vertical field to the success of the market to grasp the higher; even the "online supermarket" under the banner of the 1th shop, in fact, is strictly from the FMCG category "Vertical cut". When people are still in their vertical areas, there is almost no space for competition, just as Jingdong will not care about the price of every guest's clothes, where the customer will not care about when the book sold how, the guys at this stage also do not stress their own quantity of goods how rich, anyway is to do their own things.

However, when we all invariably say "I want to do department store", the situation has changed: the crowds began to appear intersection, and more and more intersection, finally when the "grocery store" upgraded to "department stores" when the war began. When when book, Jingdong also want to sell a copy, and to sell more than when the cheap; every customer not only sell adult clothes, but also sell just born BB clothes, rob the business of Red children, red children do not weakness, household items also on sale ... From vertical to department stores, the warlords all realized a truth: sell a kind of commodity not to make money, want all kinds of goods to sell together, give full play to consumer's shopping desire, subsidize the low profit commodity with the profit high commodity, so under the price war, the whole plate business will not lose money.

Inner Universe

Commodity categories determine earning power

The choice of main commodity category will bring different growth effect. Main 3C products, in recent years, actively to everyone electricity, automotive supplies, books and other expansion of Jingdong Mall last year, the sales of more than 10 billion yuan, the head of Lao Liu every year for the BoE doubled the growth rate of pride; But 3C goods profit is very low is old Liu heart of the ridge. Another example is the main FMCG shop 1th, the head of Gege revealed that their annual growth rate over the past two years is more than 10 times times! 2009 we turned 10 times times more, 2010 we turned nearly 17 times times, do 800 million yuan ", although the sale of peanuts, biscuits and other snacks 1th shop a single order turnover is not as high as Jingdong, but the 3C product margin of less than 10%, and supermarket goods are at least 20%, compared to who is more profitable people have a good idea.