For platforms, is brand selling a trend?

"Editor's note" recently reported that the earlier launch of the brand-specific model of the only product will have continued to profit three quarters, the capital market bullish. And from April onwards, the "brand selling" model has been copied or emulated, where the customer on line Li Ning Discount zone, the cat launched the main selling inventory tail goods brand special channel, Jingdong "Flash Regiment" wind out of the stove, Dangdang quite provocative "tail goods sinks" on line, just this week, Hundred Li Group of excellent buy fashion mall and announced that will be divided into excellent shopping mall. For platforms, is brand selling a trend? Or staged speculation?

Background】

Frost&sullivan report shows that 2010 China discount retail market size of 56.5 billion yuan, is expected to reach 568.1 billion yuan in 2015, of which, 2010 China's flash sales market in the scale of 3 billion yuan, The figure is expected to reach 107.4 billion trillion yuan by 2015.

Electric business bosses get together and look for the next gold mine

New products online sell, mature products and should be Tipin online and offline at the same time to sell, over the season and tail goods to find a "sewer" for dumping, but now the pressure of high inventory to the original "sewer" overwhelmed, perhaps the electricity business can find a better way to withdraw funds.

Behind the hot selling mode: The footwear industry faces an itch in stock

Limited-timed selling mode is not new, the U.S. TJ Maxx and Ross, French Vente-privee has long been a very successful online sales model. And now hot behind the root is inventory, in the face of footwear industry in the past two years a large number of inventory crisis and the pattern of gross profit temptation, we began to itch itch.

Event】

1. Every guest changes the only product will on-line Li Ning brand special sale entrance

April 7, where customer Prudential products CEO of the old Micro Bo unveiled 2013 years of the latest strategic adjustment, model platform, the introduction of special selling entrance, the official line Li Ning Authentic Limited discount zone. The market price of hundreds of Yuan Li Ning Sports leisure apparel, shoes pants in every customer with ultra-low discount, there are 19 yuan, 29 yuan, 39 yuan and many other price gradients, some products have been less than price 10 percent.

2. The day cat will launch the brand special sale channel main sell stock tail goods

April 17, the Cat Garment and Apparel Division general manager of the fourth session of the Chinese Footwear industry E-commerce summit revealed that the 2013 day cat will focus on creating a "brand special selling platform", mainly used for brand sales inventory, the tail goods. The price system of commodities will be differentiated from other channels, and low prices will not affect the sale of merchandise at the flagship store.

3. Chuan Jingdong will be wading in the special selling mode of internal naming "Flash Regiment"

April 28, according to people familiar with the material, Jingdong or will immediately wade on the line of special selling mode, called the Flash Regiment, the business to provide products and product name and the lowest price, through the internal screening out the lowest price of the whole network.

4. Dangdang online tail goods and products will be the only product of the enemy ring

May 7, Dangdang officially on-line "tail goods sinks" Famous special sale channel officially on line, product 30 percent caps, the first day of participation in the sale of brands including Lee, Levis, Mo&co, ZARA, Gloria and Adidas, Nike and other shoes.

5. The hundred Li Electric trader has dabbled in the tail goods market to buy and split the special sale Mall

May 16, following when, where customers enter the discount special selling market, the hundred-Li International electric business platform to buy the fashion mall recently announced that it will be divided into special selling shopping mall, to kill into the discount special selling market.

View】

Positive sound:

Managing director of Sequoia Capital China Fund

One of the requirements of the commercial model is to allow the brand to deal with inventory more gracefully and to reduce exposure as much as possible. If a special sale website can deal with the tail goods of the brand, it is difficult for them to find a second cooperation, such transfer is negative effect. Only goods will be a winner-take-all business model, difficult to replicate.

Goldman Sachs is bullish on the special sale model: There are many years of growth potential

On the afternoon of May 15, Goldman Sachs released its research report today, saying it is bullish on the special-sale model, saying the company still has many years of growth potential.

Although many of the consumer websites have recently imitated the special sale model of the only products, we believe that only the brand and customer relationship, execution ability and flash purchase scale of the products are more than competitors. Online, imitators can still fill vacancies, but online winners will grab a huge share, as the internet can help them reach the entire market easily. >> View Full text

SK Telecom to see only products: Price discrimination generated online channels

SK Telecom Investment Fund vice president Jianjiang when talking about the survival mode of the only product will be reflected in the typical channel price discrimination, such positioning platform has its significance.

Negative Sound:

Muddy Water said it is not optimistic about the medium and long term model shares fell 6%

Carson block, the head of the US shorting agency, said May 11 that he currently holds a "small position" in the Cassen Block. He believes that there will be no fraud, but the business model will end in the long run. >> View Full text

Beijing East Van Shangte selling the future or unclear

It seems that overnight, "special sale" became a cake for everyone. The business model of the electronic products industry is very big, but the sustainability does not seem to be very clear, the future of development is still a long way to go. >> View Full text

Analysis: Only goods will be difficult in the future

The external electrical business environment has changed, the only product will be in the control of goods and operational efficiency of the two points on the competitiveness also follow the change.

1. Cat, Jing Dong and Suning and other large platforms, brand discount has become its normal business;

2. In the next few years the proportion of the brand's inventory will be lower than the current 20%;

3. Inventory will not have so many batches of products, usually a small part of the product, that product a small part, even if the scale to do it, the extent of its cost reduction is still limited.

In the future, in the electronic commerce Big Data age, its main competitor Cat Jingdong's competitive advantage or will be more obvious.

"Typical case"

Only product will: from the listed break to the success of the reverse attack

If you turn to the history of the electricity business profits, but also back to the 2009 Dangdang, and that is only a flash in the pan. The "reverse attack" to describe the only product will be more appropriate: it sells clothing and other goods average customer price of only 200 yuan, one months of sales have nearly 1 billion yuan; In the vertical electric dealers fell into collapse, the acquisition of 2012, it not only did not fall, the fourth quarter also profitable. In the independent business, except the cat, it can be said that it is a very small number of profitable dealers. >> View Full text

Flash Purchase website gilt: The development course from starting a business to listing

Gilt has transformed from a new business model to a Web site that covers a number of vertical industries, with $240 million trillion in annual gross revenue of more than $600 million trillion, currently valued at more than $1 billion trillion, or to be listed this year. From a technical point of view, Gilt has a strong business model, its two potential is a VC investment in the Web site is very rare: rapid viral growth, as well as the very high rate of user commercialization. >> View Full text