Every guest adjusts to be evaluated double edged sword vertical electric business market space is squeezed

BEIJING, April 9 electric &http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; vertical electric dealer has been forced to the edge of the cliff." At present, China's business industry has been basically determined Taobao (cat), Jingdong, suning pillars situation, plus when and Amazon, to the vertical electric business left the market space is getting smaller.

As a representative of the vertical electric business, every customer in the recent large-scale adjustment, in order to find new direction of development. But for such a strategic adjustment, also be commented as double-edged sword, slightly inattentive will scratch themselves, although there is a chance, but everyone knows that innovation is unsuccessful, only dead.

Every guest's "habitual" adjustment

Where the guests of this adjustment, the most noteworthy is where the old minister, the founder of the first Xu Xiaohui return. He took over the marketing center and every guest talent project. In addition, the original responsible for mobile phone business Assistant President Shanyi to be responsible for mobile innovation Division, the original responsible for the customer supply chain Gaga responsible for overseas development Department. Where the brand, public relations, the new Media promotion department and the corporate culture of the merger, the formation of brand Communication Center, the department from last year to join every guest of the media Shen and prestige responsible.

In fact, for the past two years, all the guests have been in the "adjustment" spent. 2011 Every customer in the adjustment of category structure and organizational structure, cut off those products of the expansion period of clothing, and reshape the company's organizational structure; 2012 Every customer is the focus of the adjustment of inventory and optimize the supply chain, clean up the inventory of funds, optimize the supply chain focus on building brands. Where the customer spent 6 years, from 0 to achieve 6 billion of the turnover, during the constant adjustment, from the brand, to the whole category, then to the brand, and to the platform.

For these changes, where the CEO of aging has confessed that rapid growth is any one brand to face, the past two years where the rapid growth of customers, found that there are many out of control of the place, in 2012, every customer really over billion, where the customer was the rapid growth of the back of the big adjustment is correct

New exploration of vertical electric quotient

Some people think that every customer a series of adjustment is to build their brand, so that their brand more deeply rooted. At present, many vertical electric operators encounter problems of survival or bankruptcy or mergers and acquisitions. It is a new mode that every customer is the transformation of vertical electric quotient to brand electric quotient.

Li Chengdong, an independent electric business analyst, said, "If a customer had previously hacked a SKU, reduce the line of business is doing division, so now every customer in mobile innovation and overseas is to do multiplication, some product line alone pull out is doing addition, some lines of business is to do subtraction, this two years, where the guests do not less subtraction. In the four quarter of last year, where the customer claims to have been profitable, it seems this year is really for the IPO to pave the ground.

Prior to this, a large number of V Third-party brands are gradually being introduced into the van, where the customer and the V platform may also gradually integration. Some analysts believe that the vancl.com Test level is only experienced in the brand operation of the high inventory risk after a new way to explore the profit.

"In the future, there will be more brands under the brand", a fan said, where the current 20 million user demand is not a customer can be covered by a brand, and the continuous brand incubation strategy is also the main route of brand expansion. (Beijing, the IT channel)