Guangdong Electric Business dominates the new retail structure "suppliers" make money by muffled sound

In the new wave of the internet economy, the most high-profile non-electric business industry. At present, the electric business industry has become the key point of strategic development to consolidate and improve economic competitiveness in various regions. Guangdong Province is an important manufacturing base in the world, in the critical period of economic transformation, optimizing e-commerce environment, building e-commerce industry chain, improve the level of e-commerce development, to improve the competitiveness of enterprises, promote the industrial transformation and upgrading of Guangdong province has far-reaching significance.

Guangzhou Business Association recently released the "2012 Canton Commercial (Retail) 30 companies" list shows that at present, the only product will be led by the rapid rise of electric business enterprises, become a division of the Guangdong Business pattern of the mainstream force. Relevant data show that only the sales scale of the goods will be more than Guangzhou friendship (000987, shares bar), ranked among the Guangzhou commercial retail list of three.

Innate Manufacturing Advantages

1996, the Guangdong Provincial People's government promulgated the "Guangdong Foreign trade implementation of electronic data Interchange (EDI) interim provisions." 1999 Guangdong Post Electronic Commerce officially opened, the first in the country to achieve the "online shopping, online payment, goods in place," the trinity of the complete E-commerce. February 1, 2003, Guangdong Province in the implementation of the first local E-commerce law, "Guangdong Province Electronic Transactions Ordinance."

In recent years, Guangdong's natural advantages in the manufacturing industry have toys, clothing, home appliances and other professional town, more to promote the development of E-commerce has laid a dominant force.

On the one hand, the electronic commerce in Guangdong Province emerges the only product will, walk Xiu Net, Dream Bazaar, Yi Ji, ap-ec (agricultural trade net) and so on a batch of national well-known B 2B and b 2C electric business platform. On the other hand, on the basis of manufacturing industry, in Guangzhou, Shenzhen, Foshan, Dongguan formed a group of E-commerce cluster area, each agglomeration area not only exerting power in the construction of E-commerce platform, the traditional manufacturing enterprises "electronic commerce", but also emerged a group specializing in e-commerce "manufacturers." Among them, Shenzhen and Guangzhou have become the National development and Reform Commission's E-commerce pilot city.

Shunde, Foshan, as an example, according to the Beijing-east, Taobao and other platforms, the preliminary statistics, currently engaged in the business of Shun and Consumer-to-consumer trading network Shangyo 2,400, the main sales of products for home appliances, furniture, shoes, clothing, toys, electronic products. Including the United States, the grand, Wan and other offensive online sales of traditional manufacturing enterprises, but also include Bellede, small bear electrical such as young manufacturers, to e-commerce for the development of the main theme, the reorganization of the supply chain link, become a netizen power of "electrical goods card." In addition, Shunde also has more than 10 dealers trading platform, such as Oppu Steel Net, Lok hundred buy furniture network.

Statistics show that in 2011, Guangdong province E-commerce turnover reached 1.2 trillion yuan, accounting for about 18% of the country, 2012 Guangdong E-commerce transactions amounted to about 1.5 trillion yuan, ranked first in the country. Guangdong Internet Penetration, internet users, online shopping coverage, market transaction size, E-commerce market share and many other indicators are ranked first in the country, more than 95% of large and medium-sized enterprises have been "online electric shock", the comprehensive implementation of E-COMMERCE transaction management.

Only goods will achieve one-quarter profit

E-commerce is a burning money industry, in the past two years with the capital market cold, the entire electric business sector is also experiencing a capital concern "hot after the cold" test, of which the capital-driven b 2C E-commerce has been a lot of questioning.

For a power business enterprise, competitive core products, good shopping experience, better brand image, perfect supply chain management is undoubtedly the essential element of survival and development. Another indispensable factor is to have a keen insight, grasp the market development trends and user needs, in order to find the weight of survival.

At this point, grasping the "Discount sale of brand-name products" as the core business of Guangzhou E-commerce Enterprise only products will be "leader." At the beginning of 2012, only the goods will be in the Chinese concept stocks in the case of the whole cold landing NYSE, the opening of the encounter "break", the opening day than the IPO price down 15.38%. But after nearly a year, the share price has risen to $24.34 trillion, up 274% from the 6.5 dollar issue.

In the latest in the fourth quarter of 2012, only the goods will be the first time to achieve a quarterly profit, net profit of 6.3 million U.S. dollars, the same period in the previous year net loss of 63.5 million U.S. dollars.

In the past year, China's business industry into the white-hot competition, some of the electricity dealers appear frequent price war, is the enemy 1000, since the loss of 300. In this case, Pianan a corner in the "Fashion famous discount retail market," the only product will, grasp a market segment, but break out.

Shenya, Chairman and CEO of the Product Council, said: "In the second half of last year, especially in the fourth quarter, everyone is playing price war, but only products will fourth quarter revenue growth, profit growth, to achieve profitability, this is because the only products will focus on non-standard fashion personalized products, rather than the business of the industry competing 3C, books, digital and other products. ”

Analysys Consulting analyst Shou sent to reporters that only goods will be able to achieve the main benefit of the profit from the cost of effective control, the larger the scale, marketing, logistics cost allocation thinner. In Shenya's view, the only products will be engaged in the discount retail market, the future development is extremely huge. "2013 China's clothing sales of 2 trillion yuan, by 2016 may return to 2.7 trillion yuan, this inventory market forever." According to the 20% estimate, the entire Chinese stock has 400 billion yuan, 2016 to 500 billion yuan, so there is no fear of the ceiling. ”

After the publication of the fourth quarterly report, the investment bank Oppenheimer sharply raised the target price of only the goods, the 15 dollar before the increase to 30 U.S. dollars, and maintain the stock "outperform" rating.

Muffled "supplier" of money

Beginning in the second half of 2011, some of the business enterprises encountered difficulties such as tight funds or the IPO blocked, the entire electricity business environment fell into the cold winter, many electric business enterprises are facing the risk of capital chain rupture. This is related to the speeding development of the electric business industry in the previous few years, as well as excessive investment and the pursuit of irrational operation of scale.

In contrast, Guangdong's electric business practitioners are less annoyed. In Guangdong, a group of E-commerce for the development of the main theme of the rapid growth of manufacturing enterprises in a few years to develop into a sales of tens of millions of yuan or even hundreds of billions of enterprises.

A veteran VCs told reporters: "Do b 2C is a loss, but in the platform to do business can directly make money, input and output than the largest, do not like B 2C to burn money." "In his view, the electrical business development characteristics and Cantonese pragmatic character." "These sellers are traditional manufacturing backgrounds, and they see E-commerce as a different marketing channel than traditional, so it's more about how to use the channel." ”

The success of these entrepreneurs, and Guangdong traditional manufacturing resources concentrated, professional town development mature characteristics inseparable.

Located in Shunde, Shengxi electrical Appliance (Bellede) was founded in 2005, only four people, in compliance with the tide of e-commerce development in the past four years, the total network sales from more than 800,000 to more than 200 million. The company focused on doing the "Hanging hot machine" manufacturing enterprises, initially only the home foundry export enterprises, starting from 2008 to enter the E-commerce market, and quickly completed from the OEM enterprises to the brand electric dealer's turn.

Shengxi Electrical Appliances (Bellede) General manager Liang Yongjian to interview, said that at first we are based on Taobao platform, to the back to do other platforms, including Jingdong, Pat, when, Amazon, shop 1th, Suning easy to buy, only goods will. "The network has a great impact on our sales, this year in the traditional channels, many enterprises are slipping, our traditional channels basically maintain the level of last year, growth depends on the internet." ”

Liang Yongjian is planning to replicate this model abroad, and this year to promote Bellede brands in Singapore, Malaysia and Japan. "China's products are going to open up markets overseas through e-commerce," he said. Overseas network competition is not as big as China, in such a fierce competition in China can survive overseas also can find their own world. ”

The real economy is depressed, the traditional trade advantage is losing, the market competition is unprecedentedly fierce, the new industry state is emerging continuously, the traditional manufacturing industry "net" has already become the new round of economic development trend. In this process, many small and medium-sized manufacturing enterprises in the Pearl River Delta "broken Nets", stand out, such as "Cubs", "dongling", "Bellede", "SKG", and other small household appliances brand has become a well-known brand consumers.

Wang Yulei, vice president of the cat, said in an interview with reporters: "Compared with other places, Guangdong as a result of the top and bottom of the production chain of the advantages of centralized unity, strong commercial atmosphere, entrepreneurial Foundation, coupled with the Guangdong online consumer groups also more consumers, the enterprise's market environment is very open and active, production lines, marketing lines, logistics lines have developed relatively perfect, The past few years has sprung up many original brand enterprises, Guangdong merchants in the cat original competition advantage obvious. ”

Tencent seeks independent listing of electric dealers

May 2012, Tencent announced an external announcement of its organizational restructuring plan. The reorganization of the structure of a major bright spot is that Tencent announced the establishment of Tencent power companies, focusing on the business. In an internal email, Tencent's CEO, Wu Guangguang, said it would "rely on the holding company's mechanism to create greater value for the group by means of capital operations such as independent listing".

As early as in 2011, Tencent has begun to show its "ambition" in E-commerce, launched a series of large-scale investment, including the 3C Web site easy to access the network of holding transactions, investment in vertical electric dealers good buy, ke LAN diamond, injection of F Group, high Friends and other group purchase sites.

Back to the tree good shade. How to use a large amount of users, in the electric business industry has been a fist, has been the focus of attention.

At the beginning of the new Year, Wu night light has been disclosed, this year will be Tencent Mall, online shopping, Xun integrated into a platform, on the one hand in the proprietary business outstanding quality, low price, fast characteristics, on the other hand on the open platform to encourage quality sellers stationed. "We will be a proprietary + open two models at the same time sprint to achieve the overall goal of 5 years 200 billion." ”

And Tencent's key project Xun, in the past 2012 has completed the cumulative order amount of 6.8 billion yuan, order quantity of more than 12 million, the number of members reached 3.5 million. Xun CEO Bu Guangzi said that from 2012 onwards, industry competition has entered the final stage, within 2-3 years the industry pattern will be basically formed, Xun will usher in the last wave of development opportunities, but also will face greater challenges, 2013 to impact and challenge 15 billion-20 billion of the sales target.