Every guest "farewell" Electric Dealer

After a year of reflection adjustment, electric business giant van Fank (hereinafter referred to as the death), in 2012 four quarter announced the quarterly profit, the annual sales amounted to 6.54 billion yuan, but the full year net profit remains negative. January 27, the founder of the aging forecast, 2013 every passenger sales will increase 50% year-on-year, and strive to achieve full-year profit.

2011, where the loss of nearly 600 million yuan, closed rumors. Now, where the customer may become Alibaba, China's second large-scale large-scale profit of the electric business, which to the customers and into the low profit of the Chinese electric business industry is of great significance.

In the "2012 China Business Market Scale Report" published by Eric, the customer accounted for 1.2% of China's market share, located in the cat, Jingdong Mall, Suning easy to buy, Amazon China, when, Gome, only after the goods will be ranked tenth.

What distinguishes the customer is that it is the only independent brand of electricity, the other nine are platform-type or channel-type electric dealers. This means that, in the days of the cat, Jingdong Mall, Suning, such as easy to buy the platform to compete for the scale of the price war, where the customer for the Chinese electric business to explore another profitable mode.

"Where customers can have their own blood, before listing we do not need any financing." "January 21, aged to accept the" Caijing "(blog, Weibo) (blog, Weibo) interview, said that for the future of the road, he has been thinking clearly.

Where customers will return to the brand common sense, to inventory turnover and brand premium as the core, to achieve the scale and profit at the same time growth, and no longer focus on the expansion of the electric business platform.

2013, where customers will focus on building two supply chain: the basic clothing production-oriented low-cost, large-scale supply chain, and a variety of small, fast fashion style apparel production-oriented rapid response supply chain. The industry described this as: Uniqlo +h&m or Zara mode.

The new mode of customer is not the pure electric quotient mode, but the operation mode of the traditional brand enterprise, and the electronic commerce is only a kind of service means. In public, aging also no longer stressed that he is an e-commerce company, he believes that every customer should be the first brand companies, followed by the Internet companies, the previous visitors encounter all kinds of difficulties, due to ignore this point.

"Our previous obsession with the Amazon model may not be suitable for Chinese soil," he said. "Old feeling. However, a number of people interviewed by the "financial" reporters that the new model may also not be able to provide the Chinese electric power provider sample value, first, its initial access to capital advantages and cheap traffic has basically disappeared, two people are not strictly the meaning of the electricity business.

The dilemma of electric business model

Before entering the electric business industry, aging is just a writer or editor with little fame. He participated in the creation of a network of excellence in 2000, and was responsible for writing book reviews that turned the books of interest into hot books. 2004, the Network of excellence sold to Amazon, aged then founded the "I have a net", but failed to end.

2007, aged founder van, positioning for the Internet clothing brand, to sell men's shirts started, the goal was three years after the income of 200 million yuan, but the next year to achieve the goal. 2010, the customer sales amounted to 2 billion yuan. In the era of the collective Fangweising of China's electric business, every guest is also moving towards fickleness. 2011, aged two times to increase the annual sales target, and finally locked in 10 billion yuan, but only completed 3.8 billion yuan. In the same year, where the passenger received the sixth round of 230 million U.S. dollars in financing, in this round of financing, where the customer valuation peaked at 5 billion U.S. dollars. Six financing amounted to 422 million dollars.

Aging to the "financial" reporter said that the business model determines the business model for those years.

At present, there are three main types of e-commerce models in China: platform type, proprietary channel type and brand type. Taobao, the cat is a platform for the representative of electricity, through the use of the platform to earn business fees, advertising fees, as well as the Merchant turnover Charge Commission, to obtain income, and has achieved profitability. 2012, Ali Taobao + day Cat Trading total breakthrough of 1 trillion yuan, become China's first trading scale over a trillion yuan of electric business platform.

Jing Dong, Su Ning and so on as the representative of the self-channel power, its essence is the retail business, earning is the sales price difference. Because no own goods but directly to the consumer supply, so low gross margin and need to invest in logistics, storage construction, short-term unprofitable, can only rely on capital strength to squeeze competitors. This model has the largest number of electric dealers, the biggest individual size, the most competitive, there is no one profit. In the past two years, the BoE has been trying to expand the number of Third-party businesses, to have found a stable profit model of the platform-type electric dealers closer. This is the path that Amazon has traveled.

Independent brands such as customers, Massamasso, the first carved, cotton, dream Bazaar, and so on, with its own brand merchandise, through the brand premium to achieve their commercial value, it should be more than other models to obtain profits, but the problem is that the electricity quotient attribute decided that it must embark on a "large-scale listing" road. To get more customers, they value internet marketing over supply chains and brand management, and lose the brand premium in a vicious cycle of loss-and-change.

Massamasso founder Hong recalls that Massamasso has long been profitable, but in 2011 its introduction of Sequoia Capital in order to expand the scale began to discount, leading to its positioning in the high-end brand damage. In 2012, Massamasso was handed over to be bought by Suning. Walk the same pattern of the cotton is directly closed down, the beginning of the sale, Dream Bazaar listed also because can not profit was stranded.

Every guest is not alone. "2011 We think we will quickly become a manufacturing enterprise, everything by our orders, what are designed by us, what category can be done, as long as the logo can be sold." "Old told Caijing reporter, three times before 2010 every guest has a short profit, but he gave up to continue to profit, because capital to let every guest run faster."

The old way of doing that, in fact, will become a huge wholesaler, that is: from the supplier procurement of goods, and then on the platform to increase the price to sell to consumers, but the goods stamped with the "VANCL" label. Every customer tries to drive the brand by electronic commerce instead of the brand-driven e-business. This is not the same as the mode of proprietary channel electric power. Wholesalers may be able to quickly do large-scale, but are doomed to not become a brand, there is no high margin to say.