Guo: E-commerce industry big Shuffle winner is king

2012 the entire electric business industry encounter shuffle, Cotton, after Matt, product poly nets, 24 coupons, group treasure net, le cool time to collapse, E-commerce is facing strife double dilemma, a lot of electrical business closed, but can not think that the electricity business. This is a process of the fittest.

This round of electric business failure, the capital of winter mainly has both internal and external reasons, the internal reason is that a lot of electrical business to the current difficulties of understanding, leading to some problems in the strategic layout, operational difficulties, the lack of understanding, the electrical business itself to have a reasonable planning, according to the investment formulation matching strategy The external reason is that the overall environment is not very good, http://www.aliyun.com/zixun/aggregation/18047.html "> Enterprise financing becomes difficult." When the money is not bad, each electric dealer excessively optimistic, did not realize that the crisis is coming, simply in order to enlarge the scale and burn money, short-term view through price war and a large number of advertising bombing, can achieve rapid increase in trading volume, but in the long term, long-term can not achieve profitability, once the external environment can not be the next round of The capital chain will break out.

The "price war" between electric dealers has a long history, but this year is particularly fierce. "Double A number, double 12 storytelling", created 19.1 billion-day turnover myth, double 12 Ma Yunjian go slant, the pursuit of "small and beautiful", the Beijing-east launch of the beautiful delivery group, such as a series of "member care" activities, easy to purchase the launch of "Love 0 yuan shopping", will be double 12 promotion of public welfare banner ... Several once price war protagonist, have changed play, this is the initiative to change, is also passive. If the participation in the price war is the electricity business to maintain its own visibility and market share of the necessary channels, then those who can not afford to fight the price of the platform, is bound to be round after another round of price war disappeared in the electricity market. As we all know, the direct effect of the electricity merchant price war may be shuffle. The electric business industry has circulated such a group of interesting numbers: Jingdong Mall gross margin but 7%~8%, and we learn the object of the Amazon's gross margin of the basic stability of more than 20%. The data seem to show that the price war is causing more serious losses to domestic electricity dealers. But the status quo is in the direction of seemingly loss of the farther away. A domestic e-commerce high-level people believe that the logic of the shuffle is to see who can not support the first fall, adhere to the "left to the king."

Electric business is not necessarily a bad thing, only experienced the cold test, to achieve industry optimization and restructuring, electrical business enterprises can wash the development of the impetuous atmosphere, can do a good job in operation and service, to do a good job of the whole electric business.