Electricity dealer price war burn money will die not burn money die faster is trapped in a vicious circle

"11" National Day long Vacation, "11 11" Singles Day, almost every month has the electric business from the beginning of the war, and now the electricity business began to warm up for the Christmas war.

19.1 billion, this is the day of November 11, the Cat and Taobao completed the total amount of transactions. But this is far from the full economic value of the electric business war--many of the "electric business services" that hide behind the big sales promotion, perhaps creating a larger number. The electric business war has created a huge ecosystem, similar to Apple's ecosystem "orchard".

"On the eve of the ' Double 11 ', we took more than 6000 sets of clothes and invited nearly 30 models. "Guangzhou Monday Photographic Design Co., Ltd., the head of the Joe Junhao told the first financial daily reporter, from 2008 into the electrical business vision Design began, every time on the eve of the electric business war, his team will take a lot of big orders." "Peak period of time, every day to Pat 300~400 suit, the average of each suit to spend seven or eight minutes, three or four group team with the ability to finish." According to Joe Junhao, in 2008, the company's overall revenue is less than 30%, but this year so far this ratio has reached 60%.

Industry insiders pointed out that the huge advertising, frequent price war, so that the electricity dealers in the "Burn money will die, do not burn money to die faster" vicious circle.

"It is no exaggeration to say that the site on average Baidu 1 2, to bring me 1 customers can only produce a few cents of profit, and then the money to be returned to the advertising and logistics." "said the head of an independent operator's platform.

Therefore, each time the electric business war huge turnover cannot conceal the electricity dealer not to make money the reality, in contrast, the electricity merchant periphery industry, will make the higher profit.

Good yes, billion moving advertising (madhouse), MEDIAV, such as a series of advertising marketing company's emergence, just to explain the hidden behind the Nuggets are more clear profit model.

"The rise of mobile phone customers, thanks to the support of partners." "At the Global mobile Internet conference in 2012, this speech by the CEO of a guest made it to the front of the industry."

October 2010, Shoes electric Shang net in Mobile client's shopping platform on-line, this let the founder of Zhang Zhijian saw the handset electricity merchant's good business. In the January 2011, the Mobile client of van was synchronized with the Android and Apple market. At the beginning of 2012, where customers announced mobile phone-side WAP station PV broken tens of millions, the customer's contribution to the order accounted for the total number of customers sales 10%.

Zhang Zhijian has repeatedly stressed that the customer is not only providing technology, but to provide customers with more value-added services to enhance the value of their "electric business service provider."

"There are several ways in which the customer's profit model is divided, but it is not the only model," he said. "But Zhang Zhijian said that providing refinement and value-added services is the direction of future profitability transformation."

Mediav, a company that sells advertisements for electric dealers, is expected to earn more than 1 billion yuan this year. And MEDIAV was founded in 2009.

From the business of selling ads, Mediav need to buy a certain network media resources in the front end, and the media ads on the presence of a large number of users to conduct tracking and record, in the analysis of each user's Internet data, determine their preferences and needs, and then from the background of many advertisers through the bidding, etc. Select the most suitable advertising to push to the user, improve the efficiency of the launch conversion.

Users are MEDIAV audiences, and the internet's large and small electric dealers are the real source of income. Jing Dong is Mediav's first home appliance business customer. From Beijing to the east, Mediav embarked on the road of precision marketing, from the original more single charge mode, now converted to according to CPS, CPC and CPA, these three kinds of actual sales in exchange for the amount of advertising charges.

"Of course it was painful at first. "Mediav founder Yang Wei recalls, into the first quarter by order settlement, Mediav losses more than 60%, until the third quarter began to profit.

In the MEDIAV service customers list, can see Jingdong, suning easy to buy, Dangdang, easy to network, excellent purchase network and so on. Electric dealers have always been precision marketing advertisers, in the past few years, the electric dealers have been enthusiastic about the "burning Money", which allows MEDIAV to get full development and many practical opportunities, but also let Yang latitude to see the broad prospects of precision marketing.

In 2011, MEDIAV's annual income was 500 million yuan, which is expected to reach 1 billion yuan this year, equivalent to four times times within two years.

Today, more and more offline brands have become the fastest growing group of MEDIAV customers. In the mouth of Yang, they are called "Pan-electric dealers". Open MEDIAV's website, Procter and Gamble, Uniqlo, Zippo, Antarctica, October mummy and so on, these non-traditional electric brand have started to use MEDIAV to carry on the network advertisement.

Chaopeijun's app team is dedicated to providing iOS business solutions, but has stumbled upon the "parity" business opportunity brought about by the electric business war. Earlier this year, in the taste of "8 15" electric business War brought the "Sweetness", Chaopeijun immediately on the line of a similar software "parity", and grabbed the "double 11" before the release of the third parity software "love to Buy."

"Love to Buy" in the "Double 11" a cannon and red, only November 11 download the amount of up to 20,000 times. According to Chaopeijun's statistics: When the week's turnover of millions of, if the Commission on the proportion of its "double 11" when the week nuggets more than hundreds of thousands of.

"The Times of the electric business should not last too long," Kancart, CEO of Mobile Power platform Zhou, said, "The final remaining must be a few comprehensive large electric dealers, and some professional platform subdivision." The future of the electric business may not be certain, but the electric business service industry should be just beginning. ”