Flash Purchase: A love-hate staggered tail goods snapped up

The so-called deep love, then hate the cut. Every new rise of things in the initial stage are loved, but with its gradual decline, and even as a meteor across, it is people "hate", was criticized. A lot of things in their development has experienced this from heaven into hell, the previous hot-bought so, the Internet so, the PC is also so. Now, this two-day ice-fire experience has come to the flash-shopping.

Netizens have just experienced the temptation of the furious promotional activities of the major companies in the June, followed by the start of the flash purchase in July, the most representative is the only product will and when the tail goods sinks. It is said that the only goods will be smashed 270 million yuan to do the promotion, at the same time Dangdang in July stock up to 400 million of the brand special sales business tail goods sinks. Whether it's exaggerated propaganda or not, the flames of the flash-buy fire are burning. As a trendy concept of Internet commerce, Flash purchase has become a hot field after buying, and it has also become a hotspot of public opinion.

Flash Shopping hot Summer

It may be the first time many people have heard the word. But in fact, as an Internet business model, we may already be familiar with it. The definition of flash purchase is actually very simple, it is also called limited time to buy, is the form of special selling time limit, regular launch of international well-known brands of goods, generally 10 percent-50 percent of the original price for exclusive members to buy.

From its definition, although flash-purchase is a new word for many people, there are many websites that have tried it. And like to sell things on the internet, the Internet users naturally to flash this mode of unlimited welcome, it let these "greedy for cheap" or say like the super cost-effective consumers get real benefits. Therefore, the development of the flash shopping is a raging fire, like a snowball general rapid growth, become a field of electric business rookie.

And many of the Flash purchase site also earned a pot full, in which the most famous of course is the only product will. The only product will be based on the flash-purchase mode gathered a number of brand enterprises, in the dial the eyeball at the same time, also completed the ego beyond. With the model of flash-purchase, only goods will eventually bleed to market, and the market value of a year increased by 6 times times! This has made many of the still-profitable business-to-consumer sentiment. See only the success of the product will be, many of the electric business giant finally can't restrain, after the fear of the former into the embrace of the flash.

When the launch of the end of the sale of special channels, Jingdong Mall, Lok Bee Network, where the goods and the cat has launched its own flash-purchase channels. Although the names vary, the actual operation is exactly the same. It is precisely because of such a large number of power companies to intervene, the competition in the flash purchase almost instantaneous reached the peak, into the phase of the incandescent. Among them, where customer-prudential products for the market, rob the site, regardless of the enemy 1000, since the loss of 800, reduced to join their own flash purchase platform Business Sales commission, which began the flash purchase of the first shot of the tragic fight.

And the only product will naturally not be outdone, in July 17-19th, gathered a large number of businesses to carry out the ultimate snapping activities. Subsequently, when the launch of the end of the special sale channel, in the industry seems to be aimed at the only product will be a counterattack. Since then, the flash-purchase model has gone through a period of high profit and savage growth, and quickly entered the "bloodshed" era of robbing the market through price wars. In this heat, the flash shopping finally surpassed the June promotional activities of the consumer mall, with a huge momentum to attract the attention of many online buyers.

There are many problems in the flash-purchase model.

In the preface, when it comes to the depth of love, hate is cut. Like online shopping users of the flash-purchase mode of love from its ultra-high price, but also because of the love of these consumers, so that today's flash-shopping development to the peak, to the most glorious time. But hate also comes with it, the hate is from consumers, but also from the Flash purchase site, but also from the provision of flash shopping businesses.

For consumers, the flash-buy model is good, can spend very low prices to buy the original high commodity. But whether such cheap goods are real is not what consumers know. At present, many of the flash-purchase site and joined the merchants have repeatedly stressed that the price is so low only because the inventory is too large, and the promotion clearance. Even played a "return to the buyer" such a look to know the banner of hypocrisy--which business is not the ultimate goal is to profit. Admittedly, this year the overall environment of the apparel industry is not good, many clothing brands are facing many difficulties, inventory pressure is very large. According to data shows that as of mid-April, textile and apparel has been published in 2012 annual report of the listed companies have 50, the total inventory of about 57 billion yuan (expected to be at least 250 billion of the entire industry inventory). Under the huge stock quantity, in order to return the fund, therefore many clothing enterprises to clean up the stock at a loss, even if is Li Ning, seven wolves such well-known brand also in therein. From the major flash purchase platform can also be seen, clothing is the main force of the flash purchase, such a large inventory is the rapid rise of the important reasons for the flash purchase.

But as we all know, the so-called clearance sale is very early. Whether the food is due to the near shelf life promotion, clothing due to the old edition or the past season promotions, or the backlog of goods for the recovery of funds sold, are the reasons for clearance sales. But these stocks will always have sold out of the day, it is hard to believe that the proportion of high-quality goods, the total can not be all businesses are earning a yell. Certainly some things, such as small factory out of the OEM products, brand-name enterprises in the defective or inferior products. This is the consumer "heart-born resentment", the only product will 15%-20% average return rate in the clothing category up to 28% return rate is very good evidence.

For the flash-purchase site, the current peak may mean the beginning of a rapid fall. Originally, to only goods will be representative of the Flash purchase site is still alive. But with the entry of many companies with strong capital advantages, the flash-buying market immediately became "overcrowded" and the profit margins plummeted. The current mode of profit is mainly through the platform to the Merchant Charge sales commission, the original commission ratio of 20%-26%. Any customer prudential products launched Flash purchase channel, the Commission proportion of the line to 5%, reduced by about 80%!

Every customer prudential products from the practice of cutting a knife, which let a lot of flash purchase site unsustainable, such as in the proportion of the Commission after diving, many businesses from the only goods will flee, so that only the goods will suffer a large loss. And if another flash-purchase site is less than 5% Commission, the merchant will still choose to flee. Flash purchase site as a dedicated to clean up the stock of the business platform, once the loss of business support, the outcome can be imagined. In addition, the flash purchase is based on a large number of stores and the existence of the electric business model, the current development of such a partner is because of the current large environmental economic depression led to increase in inventory of businesses. But inventory for most businesses always is only a small part of the future, if the economic environment becomes better, inventory is facing the depletion of the possibility, then the flash-shopping site will go?

For the merchant, the original flash purchase mode, Flash purchase site is to provide a good platform to clean up the inventory, with consumers, flash purchase site can achieve mutual benefit and win. In a large inventory, flash shopping is the businessman's eyes of the sweet cakes. But in the case of normal sales, the flash-purchase has become a stumbling block to earning more profits. If competitors in the flash buy too much, perhaps will be the entire industry lower prices down, how can not hate the flash purchase?

The road to the future is not bright, where the flash-shopping will go

From the current business model of the flash purchase, whether it is the only product, or when the tail of the goods, or other manufacturers of the flash-purchase channel, it is difficult to find out the core competitiveness of their flash-shopping. Because we are in the fight flow, spell service, supply chain, to fight the proportion of Commission, there is no real core competitiveness, which makes the future of flash shopping in the domestic road appears not so bright.

To know, in the most brilliant flash purchase, only products will cooperate with more than 6,000 brands of business! One of the exclusive cooperation of the business brand has 800. But with the increasing number of flash-purchase sites, especially in the business of the big manufacturers, will inevitably be diluted profits. This is because businesses are limited and commodity resources are limited. At present, the supply chain has been affected, and many small flash-purchase sites have disappeared. It can be foreseen that, in the future inventory of goods to reach a reasonable situation, in the business no longer need to flash the site to clean up the inventory, after the withdrawal of funds, the vast majority of flash-purchase site of the disintegration of the lonely flash shopping model is almost guaranteed.

Another important reason for flash-shopping is that the user experience is getting worse. As the rate of commission is getting lower, the flash-purchase website will increase profits, for example, it will bring more and more two or three lines, three or four lines, and even small businesses into the platform. As a result, the quality of the goods purchased by users will naturally become worse and less, and nature will see the nature of the flash shopping. Understand a penny of the truth of the goods, flash purchase may lose this part of the consumer's attention.

What about the future of flash shopping? Will it gradually decline? The answer to this question is yes, and the development process of group buying is the same. In the most glorious time, will gradually decline. But the flash-buy will not go away because the market needs a flash-buy. Like now group buying site also has a good deal, the public comments and the United States and so on in support of the future flash purchase after the hegemony, the Warring states unrest, there will be several Beikewen standing, become the last winner of the Flash-buy mode. In fact, these flash-shopping sites are now in the fight to see who finally fell down. What will happen, let's wait and see. (Sci-fi galaxy/text)

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