Electricity Quotient 2013: The fusion of "post-price war era"

Newspaper reporter Giolicha

Explore the Internet + mode, the urgent pursuit of profit, online reverse attack line ... Recently held 2013 years of easy to view E-commerce event passed this year the electric business industry may present a new scene.

Explore the Internet +

"No matter what industry you do, services, physical manufacturing or financial services, it will be changed by the Internet into the ' Internet + ' era." "Analysys International CEO Analysys said.

At present, successful internet companies seem to have found the so-called "Internet +" formula. For example, the day cat is "Internet + France Champs Elysees", Suningyun business model is "Shop + Dealer + retail service provider", passers-by network is called "Internet + tourism + Real Estate", and Tencent is like the Internet arcade.

"China has no real sense of consumer-to-consumer. Taobao is a small business, or is a professional, there are a large number of professional sellers. The real Consumer-to-consumer will develop in the next few years with the rise of China's middle class and the popularization of environmental awareness. "Day Cat Mall CEO Zhang Yong believes that online retail is not equal to retail in the online replica, not physical shelves into virtual shelves." "We're thinking about what value we can offer in addition to helping businesses sell goods," he said. ”

Suningyun Group Vice Chairman Weimin more concerned about experiential marketing, is intended to be online under the line completely through, for shopping to give more "social" meaning. In his view, whether it is to eat, try or try to wear, can be in the physical store, online payment and purchase.

Zhang Yong also predicted that two years later through the wireless end of the number of cats will exceed the PC side. In the future, there will be such a scenario: a consumer in the offline store tries on a dress, takes a picture of the phone, pays a key, and then goes on. When he got home, he had received a piece of clothing, a pair of trousers and shoes.

The desire for profit is urgent

"815 electric Business War", "Day cat Double 11", "Taobao double 12", "Suning easy to buy 418", "Jing Dong 618" ... The continuous frenzied price war is the industry's impression of the 2012 electric business. Although the price war in the short term for the electric business enterprise gathered popularity and orders, but also exposed a lot of problems: the price of blood prices so that the electricity business enterprises huge losses, sales focus on logistics and distribution of chaos, goods out of stock encountered consumer complaints, virtual lift prices led to lack of integrity.

2013, the electric business big guy has watered down the price war color, hoped that through unceasingly strengthens own internal strength the cultivation, enhances the user experience and the customer satisfaction.

In Weimin's view, China's electricity market has entered the "post-price war era." The price competition of the master and the electric business is inseparable from the cultivation of strength. "Price competition is a timeless thing. However, all price competition has a prerequisite that you must be profitable. I made a profit, I played the price, this is called the real master of the value of competition. At present, Suning is constantly deepening the hard skills. From the extensive expansion of brand category, the launch line of the same price, open platform online, the acquisition of maternal and child vertical website, such as the action can be seen, the price war is not the only way to develop the market suning.

Amazon China, which has always been "not a fan" of the price war, still insists on a jogging strategy in 2013. Fang, vice president of Amazon China, said that Amazon attaches great importance to logistics all over the world and that the experience under line must be tied together.

In the dilution of the price war, the pursuit of profitability has become a number of electrical business 2013 years of primary goal. Dangdang CEO Guoqing bluntly, "Dangdang 2013 can be realized at any time profit." "Every customer prudential product CEO Aging also stressed that the 2013 goal is to strive for full-year profits."

Down line

2012 "Double 11" period, the day cat Taobao has completed a total of 19.1 billion yuan sales myth, up to 260% year-on-year growth. The huge market space on the line stimulated the nerves of the traditional enterprises under the line.

Haier Mall CEO Yang Ying stressed that Haier has the determination to do, said the future will do a subversive innovation model. But he also bluntly, Haier to do the electricity business faced with the original culture produced a great conflict. "Fusion" to become a key word, including talent, team, resources, genes, and ultimately do a "half-breed".

and Wangfujing (600859, shares bar) general merchandise Group's electrical business must and the entity grow together. Liu Changxin, the information officer of Wangfujing department store, believes that the resource integration must use the entity's resources, the physical resources drive the change of the mode, and the change of the mode leads to the change of the overall management mode.

Liu Changxin stressed, "the Internet must be purified at last." "Take-all" does not exist, must be finely differentiated to find their own characteristics, to find their own service objects.

Tsinghua E-commerce president of the class in charge of Qinschun to the traditional enterprises to do the electricity quotient of "the integration of Reality", "This is the equivalent of yin and yang ' marriage '." Traditional enterprises to do electricity business, should return to products and brands. He predicts that the next line will build a very large and perfect new biosphere.