Everyone electric power into the electric business giants Battle Heights: Supply Chain decision

May 17, Gome's online mall Bowser Network released news: The increase in annual sales to 10 billion yuan. The news, the industry in an uproar, if this performance can be achieved, Bowser network in the next 7 months must achieve 5 times times the growth, and will enter the enterprise "tens of billions of dollars club." Throughout the electric business industry, in addition to the platform model of the cat, sales currently broken tens of billions of dollars of the self-employed enterprises only Jingdong mall. On the Bowser network released a week ago, the cat announced a 200 million yuan subsidy to the electrical city merchants, to strengthen the cat electrical city in the industry's influence and market share, followed by the Beijing-East announced the 500 million Yuan home appliance subsidy program. And as early as one months ago, Jingdong Mall also announced a 3-year 80 billion yuan home appliances procurement plan, involving the main category is everyone's electricity. When the big players in the field of electric power have their own moves, it can be foreseen that this year the electric appliance battlefield will usher in a sword and an unprecedented bloodbath. Everyone electric power into the battle Highland online home appliance market has become a public power of the military battleground. First of all, the customer price of household appliances is very high, the average prices of 2500 yuan per order. Whether it is Jingdong, Bowser or Suning easy to buy (micro Bo), to quickly expand sales performance, home appliances is undoubtedly a most powerful category. China's online commodity retailing has been developing for more than 10 years, its category development has a certain law to follow, is basically according to small pieces of standard products (such as books)-small pieces of non-standard goods (such as clothing and footwear category)-large standard products (such as electricity)-large non-standard products (such as furniture) in the order of development. Small pieces of standard products because the price is not high, simply by discounting the way to transfer users is not very obvious. Industry insiders pointed out that the Beijing-East Online book category, the market share of Dangdang is not much, Jingdong book sales results more from the incremental market. and small pieces of non-standard products because of brand diversification, SKU (minimum inventory unit), the direct price competition between the platform is not dominant. Everyone electricity can become the purpose of this year's electric business competition focus, one is due to upstream suppliers to the electrical business channel further identification and participation, the second is due to Su Ning, Gome and other online giants high-profile admission. Whether for Jingdong mall, such as the pure electricity business, or suning, gome, such as the traditional enterprises, online home appliances market has become a battleground of electric dealers. First of all, the customer price of household appliances is very high, the average prices of 2500 yuan per order. Whether it is Jingdong, Bowser or Suning easy to buy, to quickly expand sales performance, home appliances is undoubtedly a most powerful category. Bowser Network CEO Dingdonghua in the "China Business newspaper" reporter interviewed, said that 10 billion yuan of the year goal looks unattainable, in fact, for household appliances This category, is not too big data. "An average of 2500 yuan per station, that is, the average day more than 10,000 units of sales." "Household appliances for the purpose of sales to carry out the mission to pull performance, but the household appliances this category for the electric business platform, but it is not a sustainable user category." This is because the concentration of home appliances brand is very high, users ofBrand awareness is also very high. As a result, the user's loyalty to the platform is very low, in the price of the Internet platform of zero parity, prices have become a key competitive weapon. Brand manufacturers hope that the electric business platform in the first quarter of this year's market situation is not optimistic, accompanied by such a pessimistic, home appliances enterprises are expected to use the electricity channels can consume inventory. However, the power of the platform's support is still not enough, the size of the entire industry is still very small. Under this kind of reality, the appliance enterprise starts to consider the future strategic layout, but how to carry on the deep cooperation with the electric business Channel to become the household appliance manufacturer ponder question. The reason why the electric business enterprise is grappling with the large-scale household appliance category, the Cat electrical Appliance City general manager Tan Yu The reason, pointed out that in fact the entire household appliance category industry profit space is not big, but the scale is very large. For the independent corporate web site, it is necessary to use this scale efficiency to achieve the strategic objectives of the enterprise. All Electronic Business platform in this category has never given up their preparation, because everyone in this has hoarded their own internal resources, once the competition situation, the impact will be more intense. The major electric power platform decisive battle everyone, in addition to home appliances is the highest contribution rate of sales outside the category, and this year's home appliances enterprises themselves face sales pressure and inventory pressure also has a considerable relationship. In fact, the electrical appliance Enterprise to the electricity business This new channel's cognition and the practice, compared with other categories is still relatively slow. But this year, home appliances companies have been hit by the gloom of the retail market, such as home appliances with the old replacement policy ended in late 2011, the end of this policy directly led to 2012 years of some purchase demand was overdrawn. In addition, the end of energy-saving huimin policy, real estate regulation will affect the sale of home appliances. According to statistics from the China Business Federation, retail sales of household appliances in the country's major retail companies fell 0.53% Year-on-year in the 2012-year quarter. Tan Yu pointed out that the home appliance industry in the first quarter of this year's market situation is not optimistic, accompanied by such a pessimistic, home appliances companies are expected to use the electricity channels can consume inventory. However, the power of the platform's support is still not enough, the size of the entire industry is still very small. Under this kind of reality, the appliance enterprise starts to consider the future strategic layout, but how to carry on the deep cooperation with the electric business Channel to become the household appliance manufacturer ponder question. "On the Cat platform, the best selling is sharp 60-inch TV, and this high-end product online shopping mall, may not be sold in one months, but in the electricity business channel, its sales may be in the front." "Tan Yu pointed out that for brand manufacturers, such high-end products, in many three or four-tier cities to carry out the line of goods is not cost-effective, but the electric power channel radiation capacity is very strong. Home appliance manufacturers in the future strategy, the electric business channel has more value than the traditional channel. In addition, the electricity business channel produces the user data, for the home appliance factory, also has the deeper value. Haier model for example, Haier in the Electronic Business platform to form virtual orders, these virtual orders flow into the Haier system, and its ground all delivery and service system is a pulse through, these data sinksThe enterprise can make a more detailed user service based on the data after it has been deposited within the enterprise and its branches. Whether out of the immediate competition demand or the future strategic layout of the demand, home appliances enterprises have the power to support the development of electric business channels. Therefore, the electricity business Channel price war is the inevitable process.