Electricity trader Capital Winter, will pour 80% in three years

2012 is a crucial year for the e-commerce industry. The bloody battle will escalate and the industry consolidation begins. In such a context, it is difficult to distinguish who is in the defensive position, who is in the offensive state. What can be expected is that all the electric business enterprises will be both offensive and defensive forward sprint. It's just that someone runs fast and someone runs slowly, depending on the strength of the family.

The electric business capital market cold winter does not equate to the electricity merchant cold winter, because the net buys the consumer demand does not reduce and has the trend which further expands. However, it can be expected that the Matthew effect of the electric business industry will be intensified.

80% in three years.

Ma Yun in early 2011 had said: The next decade, the majority of electric business enterprises will be closed down, the meaning of the future E-commerce industry competition brutal.

According to statistics, the average life of SMEs in China is 2.9 years, and with what electric business enterprises can live over 3 years? Therefore, Mr Ma's prediction should be changed: Over the next three years, 80% of the electricity dealers will face closure, while the second half of 2011 capital Winter hit, several electric power companies fell seems to accelerate the possibility.

2012 is the year of the demise of the business, and the idea coincides with the Jingdong Mall chairman of the board Liu. In early 2010, he pointed out that at least 5 large business-enterprise E-commerce companies would end in 2012 years, with more than dozens of smaller businesses closing down.

Although the rise of e-commerce industry is not long, but also follow the development of most of the law: competition in the early days, the number of companies in the industry has been expanding, the emergence of schools of thought scene; As the industry matures, the fittest, the number of companies will also be reduced sharply. 2012 will be the first year of China's industry to become mature, but also the beginning of the ebb tide.

The Consumer-to-consumer war is over.

When the establishment of the release of Hao said three years to Taobao pick off the "Product Poly Network" In late 2011 announced the closure. The founder, in an interview with the media, stressed that due to the lack of funds in place to lead to the fall of the product gathering. Immediately after the grand company to clarify that there is no investment in the grand, the closure of the collection and its unrelated.

Is there a capital that can change the fate of the demise of the collection? Obviously not. Because this is not the era of a traffic-led electric trader, if it is spell traffic, Baidu has AH and later with the Japanese Lotte cooperation of the cool days not so hard, if you can spell traffic, Tencent will not make a fuss to invest in good buy, Xun Diamond, the acquisition of the network to do B2B2C platform. After several years of development, the user's shopping habits have been formed, this is the real core competitiveness.

Simply put, Consumer-to-consumer's pure platform of the war has already ended, from the ebay exit China, to Baidu transformation, although Tencent is still struggling, but it is no longer the original Consumer-to-consumer. In Consumer-to-consumer, Taobao a single big lake status has become a foregone conclusion.

Because of the end of the Consumer-to-consumer war, Taobao this two years to do a few major surgery. Taobao Mall in October 2010 from the independence of Taobao, and then the January 19, 2011 announced 20 billion to 30 billion yuan to invest in the great Treasure Flow plan, followed by the July Alipay out of Ali Group, a Amoy network was also spun out, last November, the announcement of the separation of independence. Taobao as a giant of the electric business industry, in the past year so many such a big action, it is precisely because of the consumer-to-consumer of the Chinese market to see the essence.

The Business-to-consumer started to speed up the run

This is an era of accelerated acceleration of capital, according to the latest data from the Chingko Research Center database shows that in the early December of 2005 ~2011, China's e-commerce industry has disclosed investment events of 272, which has disclosed the investment amount of investment cases for 199, The total amount of investment disclosed is USD 6.272 billion and the average investment amount is 31.5198 million USD.

Among them, 2011 1 ~ December, the disclosure of China's e-commerce industry investment incident occurred in a total of 92, which disclosed the investment amount of the investment case for 77, the total amount of investment amounted to 4.691 billion U.S. dollars. In other words, 2011 's total financing is twice times more than the sum of the last five years.

These financing in the future years will be mainly to the warehousing logistics, IT systems, supply chain, talent reserves, etc., the results will be gradually revealed. 80% of these investments are focused on the company, and it does not include the electricity investment of Suning and Gome's large traditional companies.

Therefore, for the entire electric business industry, 2012 is not the decline year, but the acceleration of the development phase. Only the way of development is two levels of differentiation: to get the money of the electricity dealers to strengthen the "internal strength" cultivation, cash flow will increase the steady pace of development, not to get money or cash flow overdraft of the electric business enterprise will decline, out of the public view.

The writer is the chief analyst in the network

Traditional Enterprise

Xu Red

In the capital cold winter, the traditional enterprise electric power business can "attack" also can "guard", 2012 is the traditional enterprise electric trader break through perfect strategic opportunity period. Through the analysis of the case of 2011 years of traditional enterprises, we should find out a clear thread of the development of e-commerce in traditional enterprises.

Suning easy to buy: Black Horse Run

Suning was founded in 2009 is the 2011 electric business industry's largest black horse.

According to the 2011 China online shopping market report released by Eric, Suning has become the second most independent sales enterprise, with sales reaching nearly 5.9 billion yuan (Iris data), second only to Jingdong Mall. For the first time in the report, two traditional companies have appeared. 2012, Suning easy to purchase is a High-profile sales target of 30 billion yuan, a great catch up with Jingdong mall means.

In the long run, the traditional enterprises do the electric Chamber of Commerce striking, this is in suning easy to buy body has a very good embodiment. Suning easy to purchase experienced 2011 years of change in the handsome storm and the second half of large-scale expansion of the category, and increase promotional efforts, in 2011 did make considerable progress. As a traditional enterprise electric business, Suning can be existing supply chain integration, logistics, talent, customer service, information systems and other five traditional advantages, unreservedly share to suning easy to buy, it is evident that Suning chairman Jindong to do "online Amazon" determination.

3 C field of business competition is unusually fierce, in 2012, pure electric companies will slow down the pace of development, Suning easy to buy just can take advantage of this gap, continue to expand market share, further narrowing the gap with Jingdong Mall. But for the traditional 3C retail, suning, to achieve a comprehensive platform for the expansion of the whole category, the difficulty is not small, supply chain and category of talent construction is its biggest challenge, too much to pursue short-term scale and development speed, often because the foundation is not in prison. In the realization of the "online Amazon" goal, Suning easy to buy a long way to go.

Gome: Dual Platform challenge

November 22, 2010, Gome announced the acquisition of 80% of the Bowser net stake, as the Gome "make up" e-commerce important measures to achieve the curve into E-commerce strategic objectives, the industry to analyze this for the Gome to enter the best choice for the electric business.

April 20, 2011, Gome and its own brand "Gome Mall" E-commerce site debut, dual-platform synchronous operations, accelerate the development of e-commerce business pace. The 2011 China Online shopping Market report, released by Bowser, showed that the net accounted for 2.6% of the market share of the autonomous sales enterprise, nearly 2.2 billion yuan in sales (Iris data), and achieved an expected result in the 2011 3C Electric business card position battle.

Gome into the wrong, the former Jingdong Mall, Suning easy to buy, Xun nets, after a new egg, Huaqiang North Online, five hundred cities struggling to catch up, sandwiched in the middle of the taste really bad, the future of its electric business is worrying. From Gome's acquisition of Bowser to the launch of its brand independent business, Gome clearly in its electric business strategy is still in the strategic exploration period, after the acquisition of the integration challenges (team integration, ideological awareness, corporate culture) is also the real challenge of Gome now.

internal and internal turmoil, Gome in the 2011 electric Business campaign played clearly can not say beautiful, but as a traditional channel advantage of the old retailer, if you can make adjustments in the electric business strategy, understand that the fish and bear bear can not have the truth, focus on a single platform, in 2012 to squeeze into the 3C of the first three target is still possible.

Excellent purchase network: The successor's upper ambition

In this era of money, 2011 was the most devastating year for the footwear consumer. June 2011 only on the line of the optimal purchase network, the choice of the timing does not seem ideal. Medium Network Advantage Media resources have been booked almost empty, but in this situation, on-line 5 months time, the average daily order quantity has reached 3000 single, just from the fierce competition to stand out, stable footwear, the first three goals, have to say is a miracle.

The rapid rise of the network is accidental and inevitable. As early as November 2009, hundred Li set up the E-commerce department, the introduction of independent mall Amoy Show Network, at the same time in Taobao and network channels for distribution test hydropower, through the Taobao platform, first explored the traditional brand into the electric business model, within a year, the sales of billion, which let the hundred Li Management saw the growth potential of the electric quotient, Boosted confidence in the development of electric business.

After more than a year's supporting role, integration of the original Amoy Show and network Channel resource advantages, in addition to CEO Xuejun, but also heavily introduced in the electric business industry has many years of experience in the original Jingdong mall vice President Xu as CMO, Fank former vice President Zhangxiaojun as COO, the formation of the Electric Business Dream Team, It is obvious that the ambition to buy a net sword refers to the position of the shoe leader.

Hundred Li's electricity trade route is worth the traditional enterprise to learn, hundred Li strictly according to the traditional enterprise wading electric business best path development, for the traditional enterprise wading electric business provides the excellent reference model. After half a year's savings, can be foreseen: both electronics, but also to business, this in other traditional business routes can only two choice of a problem, you may be able to buy a network of this precedent. It can be foreseen that in 2012, the comprehensive exerting force of the network, will let the footwear, such as the battlefield seating again change, sitting on the shoes of the boss of the position is its ultimate goal.

2012 years of traditional enterprises to enter the electricity business is the inevitable trend, but also must clearly recognize that the wading electric market is not easy. Traditional enterprises to enter the path of many electric companies, or rely on Taobao, or outsourcing, or the establishment of a platform for business, the company's understanding of the electrical business, positioning there are differences.

However, as far as the current development of Chinese traditional enterprises ' business, the model and the risk of relying on platform development are far less than the risk of self-built platform. Therefore, the traditional enterprises in the road to enter the electric business, we must first think good: To do the platform or brand? Because at present for the vast majority of traditional enterprise electric trade routes, electronics and business can only be two to choose one of the problems, electronic left to go, business to the right.

State purchase network: "Fake Fall" after light travel

2011 Chinese Apparel (000902, share bar) online shopping market will reach 204.9 billion yuan, up from 2010 growth of 94.7%. As of the end of 2011, the traditional first-line garment enterprises to carry out e-commerce business almost all, or on Taobao or since the establishment of the company, the traditional enterprises into apparel E-commerce in the 2011 apparel online shopping market is an important driving force.

Traditional clothing enterprises have net in the background, the state purchase network and the United States and the state apparel (002269, shares bar) of the split for a while to become a traditional business as a negative example. September 29, 2011, the U.S. state Apparel issued a notice said: "In view of the difficult to ensure profitability, the decision to stop E-commerce business platform State Purchase network operation." "Thus announced that the investment of 60 million yuan water drift."

However, on the one hand is to stop the announcement of investment, on the other hand, the Internet, Beijing subway on the state purchase of unprecedented advertising, in the media hype, advertising bombing, led by the state purchase Baidu index climbing. The U.S.-state investment in the state-purchase network staged a "smoke and mirrors" of the drama.

It is not so much a state-purchase network stripping the U.S. state apparel business, rather than the gorgeous turn of its strategy, is a carefully planned "false fall." State-bought network Test hydro-power for more than a year, experienced a talent echelon, supply chain, IT systems, logistics, the gradual optimization, short board has been basically completed, only to exert force. As a traditional costume net Forerunner advantage is obvious. Therefore, the author is more willing to "peel" the understanding of the United States and apparel chairman Zhou has a clear understanding of the business, spin-off independence is to have no shackles, travel light, in order to better respond to the challenges of small power suppliers.

It is understood that the recent market of the state purchase of ROI data gradually higher, very likely in 2012 full force, to seize the apparel market share, become a traditional garment enterprise electric business model.

The author of this paper is a senior electric business manager, Hai E home CMO

Group Purchase website

Zie Jie

2011, for the group buying industry, is from boiling point to the ice freezing year. From the Group Network "2011 National Group Purchase website Census Data Bulletin" showed that as at the end of 2011, Nationwide has 1968 group buying website closed, accounting for 33.5% of the total number of net purchase. 2012, the group buying industry will speed up the shuffle.

Resource Group Buy: Optimize + Open

For group buying sites, 2011, the important reason for burning money is traffic. When the capital ebb, no money to burn, with natural flow resources of the group buying site will show advantages.

At the end of 2011, Alibaba Group's buying platform was announced to operate independently in the form of a company, and announced a 2012-year open strategy, fully open the cost of millions of active users and the Alibaba Group's Ali financial 600 million yuan loans and VC Alliance 600 million yuan. Initially relying on a huge flow of Taobao platform for the end of the cost of a home, began its own platform road.

According to statistics, 2011 China Group purchase total turnover reached 21.632 billion yuan, of which, the cost of the contribution of 10.035 billion yuan. Visible, relying on large platforms, with the flow of resources to buy the potential of the site.

Clearly, the open market is the desire to become an open marketing platform role. Through a variety of forms and local group purchase site, service enterprises, such as cooperation, so that the cost of the rapid from a single group purchase site into a comprehensive operating platform. Full network CEO Feng said that the entry conditions are currently being approached. Such a good deal will avoid competition with group buying websites and become the entrance to a group buying user.

However, it is not easy to get a good deal by "amnesty" itself. A group buying industry Personage said, because the user's own overlap, own flow good big group buys the website and gathers the cost-effective cooperation the significance is not big.

In addition to a good deal, relying on Renren platform of group buying website glutinous Rice Network also expand in the city, its CEO Shenboyang told reporters, now the savage phase of group buying has passed, more sophisticated operation of the arrival of the era, when consumers and businesses are back to the rational, businessmen become better talking, So glutinous rice should take advantage of this opportunity to accelerate the pace of outward expansion to do business more thoroughly.

Shenboyang revealed that November 2011, December Average monthly growth rate of more than 20%, glutinous rice net in Beijing conversion rate of more than 14%. Choose this opportunity to expand, after the bubble burst, group buying field large number of employees were cut, talent prices down. After several big group buying website large-scale expansion, glutinous rice net through the research data, saw the domestic which city has the potential, which city is not suitable for buys, may take other people's failure experience as the reference directly.

Another example is the public comments, the original public comment is a gourmet community. But rely on its community to accumulate the user base, its group buying also quickly exerting force, especially the mobile phone client traffic surge is to its purchase business bring rapid increase.

Capital Group Purchase: Upgrade + transformation

Savage growth will buy into a chaos and extensive operation, when the capital receded, those who have relied on burning money to expand the purchase site began to go on the management of the upgrade or business transformation.

American Group Network Vice President Wang Huiwen in Micro Borrie Blunt, any one marketing way, when he becomes can simple copy, becomes defensive work, aggressive marketing should be another way out. The implication is that the current group buying mode is to do the defensive work, and how to spend the winter? The first shout out "Winter theory" Wang Huiwen said that the key to group buying competition is not the resources of competition, but the details of the service competition, from the merchant's screening, To the copy and then to the service of every detail to adhere to the fine operation and consumer services.

And how to make the national regionalization service adequate norms, centralized operating costs low enough, will be the next group to survive the key. Full network CEO Feng Frankly, now the focus is on profitability.

"After the precipitation of the user has been very focused on the brand, the next fight is the ability of brand cooperation, to bring users services." "Shenboyang points out.

As consumers return to rationality, they are no longer blindly pursuit of Low-cost, but more favored brand shopping items, this point in glutinous rice, the United States Regiment, handle and other group buying sites have been confirmed: The restaurant service of big brands even if only 60 percent-70 percent (168 yuan) buffet, still can buy thousands.

Therefore, for the capital-type group buying enterprises, how to select the quality of business and with the merchants to improve service quality will be the key to competition.

In addition to upgrading, is the transformation. China's group buying site relies on imitation, precisely because the pattern of simple form of the thousand-group war situation. From 2011 onwards, many group buying enterprises in the fierce competition in the battlefield constantly seek to break through the path of transformation.

The Group Network "2011 National Group Purchase website Census Data Bulletin" shows that many previous group buying sites in operation, but the site has switched out of group buying field. From the page content analysis, career change direction as follows: Mall, Web site navigation, rebate network, community sites, Taobao shop, corporate website, Life service network, movie sites.

Last year, a number of vertical group buying sites to use existing traffic into the consumer mall. Analyst Xuefei said that the Business-to-consumer Mall has a complex supply chain system and management system, the transformation of customers, supply chain is the lack of group buying sites. The first transformation of the company's CEO Chen Au bluntly, the United States after the transformation of the mall is the first new challenge to the supply chain system, not only need to focus on the new business product mix, improve delivery performance, but also need to speed up the shipping speed, inventory turnover, customer satisfaction and response time of inquiries.

Group 800 co-founder Hu Chen analysis, "PC group buy" with "mobile Internet + coupon" of the local consumer platform model, may become the group buying site 2012 New wave of popular.

Platform Electric Dealer

Ginger

The Matthew effect of the electric business industry upgraded, the first Echelon Enterprise has already changed from the initial vertical electric quotient to be an integrated platform. After 2011 years of happy Enclosure, price of blood, the future platform for the development of enterprises will pay more attention to the refinement of management and user experience to upgrade.

Day Cat: On line Shoppingmall on the road

Taobao Mall's first 2012-year press conference is to announce its name renamed "The Day Cat". Although Ali has positioned the cat as the business of its e-commerce ecosystem, in fact, the cat model is completely different from the other. If Amazon, Jingdong is a retailer, then the cat is actually a shoppingmall, it earns not retail profits, but commercial real estate "rent."

Based on the Taobao platform to grow up in the days of the cat Taobao from the Independent to the merger, and then split. With the rapid growth of Chinese mode, the cat also stepped up its own pace of independence. November 2010, the independence of the domain name, June 2011 from the Taobao spin-off from the Independent management and operation. And October 2011 launched a new rule caused a stir, but the purpose is to complete the classification of market business management and upgrade, after the capital in winter, Taobao Mall and introduced 38 independent companies. January 11, 2012, Taobao Mall announced the new name of the day cat.

Although the president Zhang Yong does not admit, but some industry people will interpret their actions as "to Taobao." Cat was born in Taobao, its large number of businesses are Taobao began to enter the sky Cat. Cat platform more or less with the gene Taobao, and this gene for the network version of the United States "Five Avenue", France "Champs Elysees" street is undoubtedly unfavorable.

Zhang Yong revealed that Taobao Mall in 2011 the annual turnover has exceeded 100 billion yuan, is 3.5 times times 2010, daily average number of independent visitors to break 10 million. The whole e-commerce industry, both in terms of trade size and business model, the cat seems to have no competitors. However, with the rapid growth of the number of its merchants, the huaiguitai of foreign businessmen, the quality of service and the quality of goods are still hidden. No control of goods, only the information flow of the cat, its management boundaries will be more and more big. How to unify a large and small merchant under a management framework, how to let the user experience a unified and quality service is its 2012 years or even in the future a long time challenge.

Amazon China: "Latent" exerting force

Amazon China is a "latent" competitor for other electric companies, and it is very low-key, which is interpreted by some media as Amazon does not value the Chinese market. In fact, as a few multinationals in the E-commerce industry, Amazon's market strategy tends to be robust. The third-party open platform business, for example, accounted for more than 30% of Amazon's global share of the world's third-party open platform in 2008, and has maintained steady growth over the years. Amazon's revenue from Third-party sellers is mainly based on GMV Commission. Data show that the operating profit margins (10%~15%) from Third-party sellers are much higher than the operating profit margins of proprietary businesses.

However, in China, Amazon is not eager to open the platform of business, its competitors Dangdang and Jingdong Mall in 2010 large-scale open platform business, Amazon China until 2011 only officially open platform, and attracted many international brands to enter.

Amazon China never publishes its trading data. Its biggest advantage is the technical advantage of Amazon's supply chain system, with its inventory and logistics system layout, this advantage is more apparent, in late October 2011, the Amazon China Shanghai Kunshan Center 120,000 square meters warehouse operation, so far, Amazon in China has a total of 400,000 square meters of storage centers, 2012 will also increase the size of the warehouse center of the same size.

Does the proprietary business need such a large storage area? This is clearly not the case, the opening of the platform in 2011, Amazon China will certainly increase investment in 2012, although the strategic decision of the Amazon China is constrained by the United States Headquarters, not like the local electric dealers aloft high fight, barbaric growth, but whether it is cash reserves, Technical system, warehousing and logistics layout and team, Amazon China in the electric business running process will be an endurance player. Of course, the combination of American-style management and technology with the characteristics of China's market will be a long-term proposition.

Jingdong Mall: "Burn" the money on the hardware

Who is the competitor of Jingdong Mall? From the surface is Taobao department. Recently, on a Amoy network published online shopping data, the two sides again played a war of saliva. 2011, Jingdong and Taobao between the war is very high-profile, from the end of the cooperation with Alipay, to later openly refused a Amoy net crawl. Liu not conceal his toughness in the competition.

In the market competition through the Liu know that in the early stage of the industry's incremental market, the competition did not really start, once the increase slowed down, the industry in the real fight before the start. For the e-commerce industry, is still in the incremental phase, at this stage, each home in happy enclosure, take a variety of ways "circle" users.

There is no doubt that Taobao will be the future of the Beijing-East competition must climb a big mountain. Since Jingdong's deal size has accounted for one-third of the market share, faster growth can only dig Taobao market share, the Taobao users pull over.

Liu the competition to enhance the user experience. Through the rounds of financing, Liu smashed a large amount of money in warehousing logistics, in addition to the construction of the Beijing-East's own logistics team, but also invested heavily in the establishment of Asia's largest warehouse. In the industry's first launch of the "211" user experience standards, forcing Taobao to accelerate the investment in the logistics, had to accelerate the threshold to upgrade the merchant, had to increase the crackdown on fakes to stabilize their preferred access to the Internet position.

Will the money "burn" in the hardware into the Jingdong Mall 2012 also intensified the investment of brand promotion, by Honglei endorsement of the ads flooded with various television channels.

In fact, for Jingdong Mall, its biggest competitor is its own rather than Taobao department, because Jingdong Mall is a retailer, and Taobao Department of the company are platform model. With the expansion of the Beijing-East transaction scale, the management of goods, user management and cost control will put forward great challenges to their own management.

Dangdang: A painful price war

November 16, 2011, when released in the third quarter earnings, the third quarter income of 908.9 million yuan, an increase of 50%, but net profit loss of 73.4 million yuan. Earnings show that Dangdang loss is mainly due to strategic logistics investment, the reduction of gross profit, low price strategy implementation, marketing costs rise and other factors. Data show that Dangdang three quarter gross profit margin of 14%, the year-on-year decrease of 11%.

As the first listed company in the electric business industry, Dangdang in the era of the electricity business, life is not easy. Although the whole network shopping market scale expands unceasingly, but the electric business enterprise all is burning the money happy enclosure, has not been able to realize the profit, but this burning money industry may also continue.

For Beijing east, which holds huge sums of money, it is an inevitable choice to scale by burning. Therefore, Jingdong Book category one line on the price war, and for the listed companies when, this do not profit price war is obviously more uncomfortable.

Dangdang and Amazon China (formerly Excellence Net) in the book field has always been an old adversary. A few years ago, Amazon's acquisition of excellence, due to the Chinese market to adapt to cyclical problems, market share was when dumped behind. Jingdong Mall to join the book market competition for Amazon to catch up with the opportunity.

While the department stores have strong sales momentum (the business grew by 152% in the third quarter), the ongoing price war and the three-state online book market will be a huge threat. Although recently when the E-book strategy began, but in the profit, e-books in the short term can not contribute.

7 Big Vertical Field "drama even Taiwan"

Li Chengdong

3C market pattern has been set

10 years of fierce battle, as early as a few years ago Jingdong Mall in the hands of the new egg net captured the eldest position of 3 C, now, with the help of the 3C category of the Beijing East has been the largest comprehensive class platform. 2011, Xun Network in the acquisition of Tencent investment to achieve rapid development, to more than 3 billion yuan in sales over the new egg net.

3C after 10 years of brutal competition, gross profit margin from more than 30% to the current 7%~8% around, new players have been difficult to have a chance, even if the new egg net may be excluded from the Chinese market. In the second half of 2011, new eggs in China, may be the top of the new egg performance did not break the best annotation. At present, the 3C pattern has been basically set, if there is no accident, Xun network will be professional, continue to grow rapidly, to capture the throne of the 3C market boss. But the advantage of Xun net is mainly in eastern East, still difficult to pose a threat to jingdong.

Everyone: Casino for big players

Everyone electric war will be one of the most important aspects of electric line in the 2012. However, the industry from the start is the big players of the casino, small players do not have the opportunity. 2011, Jing Dong in this field also only billions of yuan sales. This is for the household appliance industry a year trillion yuan of plate is still only drizzle.

2012 will be a crucial year for everyone. Bowser has already made public the goal of making tens of billions of dollars in 2012. Suning Appliances (002024, shares bar) Chairman Jindong has paid millions of dollars to recruit talent, suning easy to buy high hopes. And for Jingdong Mall, home appliances This category has a vital significance, only in 2012 to be large enough to be able to get better bargaining power, get a higher return point. Suning and Gome advantage or procurement advantages, as well as the distribution of the national warehousing logistics resources and professional services, while the advantages of Jingdong in the controllable user experience advantages and provide users with integrated goods services. Who will be able to sit in the first place of home appliances in 2012, it is still difficult to judge, it can be expected that the price of home appliances will be unprecedented fierce war.

Book: Seating will change

Books are more mature than 3C category, in the past 2011 years as a "promotional items" to become the protagonist of the price war, this is the electricity business book War surging, Yonder is the wind into pine, photosynthesis and other well-known private bookstores have closed. Although an old category, it attracted enough eyeballs in 2011. As a cultural product book size is very small, the overall but 20 billion to 30 billion yuan (except for teaching auxiliary books). But the book for the Electric Business enterprise, is a very attractive category, one is the comparison standard, the second is the book industry account period is very long, in addition, the book is one can carry the flow the category. Because of this, Liu High-profile kill into the book market sparked the war between Beijing and the east. 2011, the net buys the book share the first three names to be when, the Amazon, Jing Dong. Of course, in 2012, Amazon's books will likely catch up with Dangdang, while the Jingdong Book category will continue to increase market share, when 2012 years of time will continue to be difficult.

Clothing: Niche areas have opportunities

Who has the largest market share in the field of apparel E-commerce? Is that a guest? obviously not. Where the customer is only the current Internet relatively large clothing brand. Because clothing is a very low concentration of the industry, so that the industry has become the most subdivided category, in other words, is also the most opportunities category. At present, the largest casual clothing, high-end apparel category is the largest Masha Masso. Taobao platform, subdivision on more, the Han are clothes, seven, crack silk represents the different styles of women's advantage brand. and children's largest green box, men's largest Spokane Emperor card, underwear is song Rui er ... Actually, not the biggest.

Therefore, in the clothing category, more subdivision areas will appear, competitiveness is mainly in positioning and consumer research. In the 2012, the joining of traditional brand will bring huge competition to Internet brand, the advantage of traditional brand supply chain and quality control will make the garment industry return to the quality itself. The future, who will be in the clothing category become No.1, is far from conclusive.

Footwear: Staged "Three Kingdoms Kill"

Footwear as a very special vertical category, has been a good buy and Amoy of the dual-male hegemony, such a war continued until November 2011 Amoy CEO Bi Sheng publicly said that will reduce the 80% marketing budget. The battle between the two sides ended quietly. Obviously, good buy with Tencent's 50 million dollars of sufficient fodder is Enron "Winter". Although the shoes are also known as vertical shoes and Amoy shoes nets, but they have been difficult to shake a good buy the leading edge, with the early October to buy since the establishment of logistics distribution, it will continue to expand its advantages. However, Schen excellent purchase network, the background of the network is a sufficient supply of funds hundred Li Group.

In addition, the market is always in a change, not long ago, Amoy announced a new round of financing, has been on the leeward began to recruit expansion. It can be foreseen that in the 2012, the footwear will be staged vertically "Three Kingdoms kill", the competition will be more intense. Three of them are good at it, and small players have no chance to join the battle in this field.

Diamond Jewelry: The Scramble for resources

Diamond Jewelry This vertical category in 2011 appears unusually low-key, this is not a price war and rely on the price advantage to do the electric dealer vertical market. In 2011, the Zokai Diamond received Tencent tens of millions of dollar investment and potential resources, and rely on Taobao platform to build up the money has also received billions of financing to create their own diamond empire. The biggest advantage of this industry is that diamond jewelry is a constantly appreciating product, even if it does not produce sales, there is no risk of inventory.

Therefore, the competitiveness of diamond jewellery industry lies not in E-commerce, but in resources. From the perspective of resources and play, the diamond in the field of E-commerce has formed a competitive advantage, but for the enterprises with resources, this is still a chance of the industry.

Luxury: Crazy financing after the consolidation of internal forces

Luxury E-commerce is the most crazy in the 2011 a vertical field, no one can understand only the goods will, Jiapin network, excellent network, five avenue, such as a few luxury electric dealers which the largest. Because the supply chain is weak, the brand is very concentrated, the single day market demand is limited, as the net buys the goods, the luxury goods seem immature, and Jingdong Mall, Amazon and other integrated platform, dabbling in luxury sales seems to win user trust. For vertical business, this industry can not exist a number of sales platform, these several set up a relatively short time, after 2011 years of crazy financing, 2012 is the horse can be seen a mule is the basic clue.

The writer is the chief analyst in the network