Electricity business's self "hematopoiesis" ability becomes the key to development

2011 of the electricity business is very lively, large warehouses and other vertical electric dealers fell down, the state purchase network and other traditional enterprises of the electric quotient, most of the group buy and electric business enterprises layoffs, the capital market encounter cold. At the same time, CNNIC1 month 16th the latest data show: As of the end of December 2011, China's online shopping users reached 194 million people, internet shopping usage increased to 37.8%. Compared with 2010, the net purchase user growth 33.44 million people, the growth rate is 20.8%. 2011 China Online Shopping market transaction size close to 800 billion yuan, up to 773.56 billion yuan, a 67.8% increase from 2010. With the steady development of e-commerce applications, internet shopping, online payment, online banking and online travel booking and other applications of the overall growth of users.

For the market prospects, in the capital markets and advertising market can be used "bleeding, burning money constantly" to describe, in the global economic instability of the environment, the development of electric power to bring more imagination space, aiming at the electricity market is more "fire tar", but also to the future development of the electrical business instability buried seeds.

According to the Chingko Research Center data, the number of e-commerce investment cases and the amount of 2010 to a New year high, a total of 52, involving an amount of 434 million U.S. dollars, compared with the 2009 investment cases and investment amounts increased by 225% and 344% respectively. Plus Jingdong has not announced the financing, when, Macquarie listed financing, E-commerce 2010 total financing of more than 1 billion U.S. dollars.

One internet executive has described to the media the frantic state of the electric dealer's desperate attempt to burn money: "You buy ads on the bus subway I smile; you bid for portals and search engine prices 30% I don't say anything; you bid navigation website Rose 50% I still do not speak; you're 400 bucks on SNS. Buy a registered shopper I refrained. , you in the Group purchase website send 100, 50 of large coupons I endure, you give 30% or even 40% of the Alliance CPS I really can not help: you ya sick, e-commerce to do so SB, a group of prodigal gadgets! "

Burning money is actually a lot of entrepreneurs difficult to escape the fate of 4 years ago, the video is like this, but today's protagonist became the electricity quotient.

Electric Dealer's money-burning game

2011 of electric dealers are rich, and when most people become rich, it is the heather, consider how to spend the money, the capital market cut, to the original is very hot advertising market with irrational, the result is the price of advertising drive up, in fact, it is not difficult to find that the portal site is almost all of the electric business ads, In addition to navigation sites, advertising alliances, 2011 of the advertising price rose even 10 times times,

At the same time, the conversion rate of the electricity quotient can reach more than 10% of the few, the customer's acquisition cost is too high, coupled with the conversion rate and the bottom, became the electric business heart unspeakable pain.

The reflection behind the madness

For the frantic burning of money for electric commerce, one industry insider described: "Although a lot of data show the limitations of E-commerce marketing, but still desperately burning money, in addition to the network marketing professional ability, more important reason may be, these ads are for now or potential investors, suppliers, partners and even employees to see , giving them confidence and a solid sense of being, thus obtaining more resources and support. ”

For the industry's impetuous, we can imagine, if there is no capital intervention will be another scene, whether capital and entrepreneurs can really stand on a chain of interest, capital for the profit of the IPO expectations and entrepreneurial mentality, profitability can never achieve perfect unity.

2012 the test of electricity business

Group buying industry after 2011 baptism, the elimination of a group, but also optimized a group of group buying site to the localization of the Service model transformation, the opening of a cost-effective to buy more space to think about, in the Btoc field, platform-type "Day Cat" occupy the absolute mainstream, When and Jingdong and other online mall profitability to be tested by the market, coupled with Su Ning's "Easy to buy" and other Up-and-comer, to the overall market pattern has brought a lot of uncertainty.

From the power of the dealer's own profitability and operational capabilities, whether the user experience or logistics and other basic services, are forced to mention, always want to finance how to spend money, rather than to think I can earn how much money, rely on other people live is not the way, for most say VC, not fancy you how will spend money, But in the enterprise's continuous innovation ability and profitability, the past is now, because only in this way, you can have the opportunity to IPO, have the opportunity to realize the VC plan, you can not be tied to investors.

In the face of 2012, for some of the electricity business is the end, for some electrical business, is the dawn.