Electricity trader begins to return to the essence of retail business rationally

Perhaps people have become accustomed to the electric business platform as a group of lunatics: quick to burn money, a loss to make a yell. But when this group of "lunatics" began to be sensible, they were not accustomed to it, but advised them to continue their madness. This is true from the user perspective, as well as from the merchant perspective.

A few days ago, from micro-blog burst "Dangdang Charging promotional entry fee" news, Dangdang's official response is:

One, November Dangdang shop is the whole station promotion, platform merchants can also choose to participate in the way of celebration activities, in addition, merchants can also choose to pay 500 yuan to participate in the form of promotional fee, the two can choose one, not mandatory fee.

Second, the promotion during the celebration of most of the cost from Dangdang, the merchant paid promotional expenses accounted for less than 1% of all promotional costs. And during the period of the store, Dangdang to the merchant charges for external promotion, which also brought more traffic than usual, user needs, all platform businesses also benefited from this. During the period of the store, the vast majority of business sales were significantly increased than usual, and several businesses become "million merchants."

Third, the joint promotion with merchants in the whole http://www.aliyun.com/zixun/aggregation/38174.html "> Retail industry in general for many years, Dangdang platform business fee standards throughout the industry, whether the management fees, Or trading Commission, is the industry's lowest level.

Four, in November before the start of the sales promotion, Dangdang in October has informed the platform in advance, not after the announcement, the business has enough time to consider beforehand, the choice.

From Jingdong Mall began to charge delivery fees, to Dangdang charging promotional entrance fee, we can see the following questions:

1, the electricity business in the efforts to bid farewell to the "free, affixed" original sin.

The electric business platform is a bit more rational than a bubble-bigger group buying business. After the price battle, it seems that everyone is trying to get rid of the situation of profit and loss. Internet expert Xie Teacher said: "The electric dealer collects the entrance fee is to raise the profit level, but the electricity merchant is still not strong to like Wal-Mart and so on the traditional commercial standard level, receives the promotion entrance fee at present to see the influence is not very big." ”

Free, Low-cost, results assessment, such as a series of means is the Internet platform early market development, but these magic weapons increasingly become an internet company's original sin. People in the industry often have such a question: "Why don't commercial customers want results from newspaper and TV?" Don't pay for traditional media results? "Similarly, in the traditional commercial shopping malls are required to share advertising fees, promotional activities, in exchange for the electric field of charges will be noisy?"

Can't find any reason, as the industry I can only say that this is the whole industry in atonement-original sin.

2. Can the electricity trader get rid of bubbles and develop healthily?

Electric Dealer's crazy yesterday can exchange for rational tomorrow? It takes time to prove it.

From 2010 to 2011, the entire electricity market was insane. Investors are crazy, the admissions are crazy, even the spectators are crazy. Taobao adjusts the rules--it's been beaten up, the Beijing-East charge of logistics fees-was ridiculed; It is impossible to tell where these arrow come from, but the key is whether the industry can understand the importance of reasonable game rules for the development of the industry.

In the electrical business has not been a mass death today, the big electric business began to reflect, regardless of the specific measures are perfect, is a good thing. The essence of the electric business is to reduce the social cost by reducing the intermediate links, not Bo silly. It is very advantageous for the internet industry if the electricity trader can return to the retail trade in a rational way.