Guoqing: Electric dealer price war hand-to-hand light mode will be superior

Just the past 2012, with the cat, Suning easy to buy and so on, the competition is more white-hot: whether the brand, or retailers, have more or less felt the capital of winter chill, the electric business Collective are rethinking the online retail upgrade direction, Consider how to find your own position in the changeable value chain.

2013, the electric business will be out of the capital of the winter, waved not to hurt their own price war, ushered in a different spring?

The price war will hand-to-hand

Review 2012, guoqing that a year, the price of electricity dealers fight very the low gross margin of the vertical electric business hit a lot, such as commodity supermarkets, such as electric dealers, because the price war may be combined with the city freight is not enough, home appliances from meager profit into a huge loss. But some of the price war is not really hit, "some as a gimmick, some to kill others, and then empty the market, their own higher prices, and then earn money, this logic is wrong."

The result of the collective war of electric dealers led to the transition of all electric business, this time, the excessive expansion of the company has too late to brake. The more you stop, the more you lose. "My observation is that in 2013 years, there will be a number of dead, the first one down is medium, small, then there will be big guys to fall." "Guoqing said.

Light mode will be superior

At one time, self was always the mainstream of the Business-to-consumer, but with the open platform of the cat on the line, as when, Jingdong, Amazon and so on gradually from the main expansion to the self-employed and open platform two legs walk, light mode platform model began to become the main business of the company to seek large-scale expansion.

Guoqing that the open platform is the only way to expand the scale of the integrated platform. Although the price of the book is not high, but the book category is the user viscous strong category, is when the user pool, and based on the user pool of traffic to the mother and the child, clothing, beauty makeup, home and other categories to expand, including by open platform to Third-party merchants, it can take the development of light mode of the road.

As for the digital 3C, guoqing that the current main 3 C of the electricity quotient, are very big losses, short-term see profit point of time, so when only the 3C as a convenience category, home appliances are outsourced to the United States to operate.

Analysys International believes that, due to the 3C industry average profit rate of only 3%, the future of non-3C market will become the main battlefield of platform electric. In the first half of 2012, the first three of the dealers in the non-3C market were ranked as Jingdong, when and Amazon, according to the Analysys think-tank.

Guoqing predicts that in the future, there will be more than one GE platform in the consumer electric business, and each has its own characteristics and target customers. "For example, the cat pays attention to satisfy the customer the pleasure of Amoy, when you pay more attention to quality and category combination; For example, the day cat to the young customer base, when the customer group is slightly older, they really do not go to the cat and Taobao to buy things, this difference came out. ”

The advent of the commercial revolution

"Some of the electric dealers are thinking about what to eat, in fact, it is difficult," guoqing, the most important thing is to achieve the distribution of the category of the combination, we must focus, not everything. For example, when the main focus on books, mother and child, clothing, home textile Four categories, the goal is to account for 10% of the industry's market share, "this is a safety valve and survival point, accounting for less than 10%, will not be safe."

The HSBC report here shows that when the baby is already the largest online store in China, beauty makeup is the top five online store in China.

In Guoqing view, in the category of expansion, the special difficult to have three things, one is personalized recommendation, cloud computing, the other is divided by the crowd of social E-commerce, the third is customized personalized, through the deep transformation of the supply chain, users can be personalized in the future to achieve the reservation. On clothing, when you've been experimenting with limited editions of custom goods, avoid hitting shirts.

"Through cloud computing technology, the sales data of the commodity is predictable, so that zero backlog of inventory can be achieved." "Guoqing that, pre-sale, personalized, customer pricing, these three kinds of C2B model will be next year's pre-sale business revolution focus."

The capital winter is still in the past

2012 the competition of the electric business is very cruel, in 2013, the biggest variable that causes the electric quotient structure restructuring will come from? The answer, Guoqing, is capital. "2013 will also be the capital of the winter, there will be large electrical business closures, there will be mergers and acquisitions and restructuring, and then the market will be a new card seating, on honor and disgrace." ”

Talking about the current capital market, Guoqing said that the past six months of the U.S. capital market alternating, this is too cold, the global capital market so cold, the loss of the electricity dealers have been difficult to market, private financing is difficult.

How is it safe? Guoqing calculates that a loss-making enterprise should at least prepare dry rations (capital) equivalent to the expected losses in the coming year. In 2013, whoever has less capital will surely die.

Why would electricity dealers be caught in the cold of the capital for hundreds of millions of of consumers who still hold their own currency? Guoqing that the power of blind pursuit of absolute sales of the expansion of the impulse is the main reason, "in fact, the absolute scale of competitiveness and sales related to category positioning and market share, but also depends on your ability to set, order conversion rate, the number of active users." Dealers want to profit at least 2 areas to occupy the market share first or second. ”

In the Guoqing view, in 2013, the capital will become the main power of the power to restructure the game, the final platform-type electric chamber from the current number of hegemony evolution to the Three Kingdoms, "if you become three, we will be in different categories in the force, some focus, but no longer average hard."