Electricity business is hard to survive in the winter

At present, most of the electric business enterprises are holding a loss for reputation for scale of mentality, under the huge deficit can survive a handful. Analysys International statistics show that in 2011 China's consumer online retail market share accounted for, the cat is the highest 53.7%, Jingdong accounted for 13%, and Suning only 2.4%. However, backed by the huge size of the entity and strong financial advantages, suning easy to buy and unwilling to fall in the east, so in 2012 Suning easy to buy 30 billion sales target to challenge Jingdong Mall. Hope to reverse the pattern of the industry. And in the electric circle of nearly 10 years of the Beijing-east, last year, announced the sales of 30.9 billion yuan. In the industry into a cold winter, the traditional Internet enterprises and entities between the business of electronic commerce is increasingly fierce staged.

Some analysts on the "Daily economic news" reporter pointed out that the current majority of electric enterprises are holding the loss for reputation for scale of mentality, under the huge deficit can survive a handful. "And this competition in the field of electric business, will lay the new pattern of domestic electric circle, but will be time-consuming and consuming power." ”

Retail companies chasing dream electricity

With the rising of the electric business, it is very important for the future of retailing enterprises to seize the right of discourse in this field.

2010 before entering the electric business field of Suning, in any event, with less than a year, Suning easy to Buy to do a 2 billion yuan sales, and in 2011 to 5.9 billion yuan. In contrast, Dangdang in the field of electric business for nearly 10 years, 2010 sales only 2.3 billion yuan.

Taste the sweetness, Suning began to speed up the layout of the electric business, for easy to buy investment constantly overweight. As early as February this year, Su Ning has stationed at least 20 experienced senior executives to the Tesco, meanwhile, the investment more than 1 billion yuan Suning easy to buy the future headquarters building also already started, this building is built, the area will surpass Suning Electric Appliance's headquarters building.

Resources on the constant tilt, let Suning's strategy has gradually become clear.

Suning Yi will become an independent unit with suning electrical units. 2012 Suning will build "Suning chain, le buy shi chain, suning easy to buy" three strategic business units coordinated development framework, mutual formation line under the linkage business development model, focus on promoting business model transformation and optimize the profit model. Suning easy to purchase the growing, will become suning next to the key to the transformation.

and Suning easy to buy with the same mentality of enterprises and Wal-Mart, Wanda, Metro and so on. In order to be able to have a place in the field of electric business, Wal-Mart through the stake in a store to enter the Chinese electricity market, and Wanda now also increased the input of the electric business, competitors have dabbled in the field of electricity, from Germany, Metro also opened the online mall.

Will suning be the next winner in a business that challenges traditional internet companies? "There are a variety of variables, the most direct question is the Suning headquarters for the easy to buy strategy will continue to remain unchanged?" "Analysys International analyst Shou sent to the" daily economic news, "the reporter pointed out that Su Ning in this competition with the traditional electric dealers to win, the time is not too short, and behind the support from Suning headquarters will determine the outcome of this battle.

After joining the electric business game, the offline entity enterprises have to face the same competitive environment. Traditional retailers, which have been paying attention to profits, must now face the low price competition in the field of electricity business. If you want to win in this fight, Su Ning has to consider the stage loss. The analyst said that at present, Su Ning Foreign said that will be the annual price war, the biggest concessions in 20%, but this and jingdong sacrifice profits of the practice to compare, still dwarfed.

The Battle of the Smoke

The difference of sales mode also results in the variability of traditional offline retailing enterprises and Internet enterprises in the field of electric business.

At present, the electric business model is generally small profits but quick turnover, most of the electric business enterprises are holding to the loss for reputation for scale of mentality, this is also a typical Western electric business model, under the huge deficit, can survive the number of electric business. The analyst said to the daily economic news reporter.

At the same time, Suning also began to launch a department store platform, to the integrated retailer Development. From the product line, Suning's operating category will be experienced from air-conditioning to integrated electrical appliances to 3C products on the basis of the department stores, daily necessities, books, virtual products, financial products, such as the entire category forward, and gradually entered the development of integrated retailer. The company will give priority to the use of suning easy to buy the platform to carry out many categories of business, in the premise of maturity, to Tesco chain, Suning chain in turn to promote.

However, it is still an unavoidable problem for the traditional enterprises to develop the electric power quotient. Although Su Ning has the advantage of supplier, how to avoid the conflict under line, realize the difference, still need to observe. In this respect, Shou sent to the daily economic news, said, "to become certain brands and some models of exclusive sales, can be a good solution to this problem." ”

And a close to the Su Ning Personage discloses to the reporter, the present suning line brand and the line category difference in 40%, among them 80% category still exists the homogeneity problem.

"But now is the time for a decisive battle and the best time to fight back," he said. This year will be the most devastating year for electric business, and it is the year that determines fate. "The analyst told reporters that the competition from the real enterprise and the traditional internet will be laid after the electric quotient."