Le Amoy network does not represent the vertical electric business has died, brand electric dealers rise to sell mode counter

　Abstract: Lok Tao net curtain call does not mean that the vertical electric business has died, cosmetics site gathers the United States excellent products are about to go to the United States IPO, Millet has become China's third largest electric dealer, in various regional markets in China some players with the help of O2O are attacking the power of the Giants. China's electricity dealers have just entered the second stage of development, a big wave of opportunities to start to appear again.　

Wen/Huang (Billion European network jointly initiated, starting Baidu Hundred)

Last week, has already lost the shoe Vertical Electric Network website Lok Tao Net briefly returned to the media line of Sight: Lok Amoy Network stumbled, finally sold to one of their employees ... About Lok Amoy Nets, the industry's deepest memory is its CEO Bi Sheng in 2012 has publicly stated that "E-commerce is a hoax," then caused by the industry hot; two years later, Lok Amoy NET to sell the outcome, embarrassed to demonstrate the Bi Sheng point of view. As a former representative of the vertical electric, Lok Tao nets the end of the sad unceasingly.

High degree of standardization, low customer price products are not suitable to do vertical electrical business; However, the Lok Tao net curtain call does not mean that the vertical electric business has died. Attentive people will pay attention to cosmetics as the main category of the Electronic Business site gathers the United States and the U.S. IPO, and the vertical brand of millet unknowingly has become China's third largest electric business; in various regions of China, some players are using O2O to reverse the power companies. In fact, China's electrical business has just entered the second stage of development, a big wave of opportunities to start to appear again.

To rise again in the name of brand electric dealer

One of the most direct and powerful evidence that the vertical electric quotient is not dead is that millet unwittingly became China's third-largest electric dealer website, in 2013 it completed sales of 31.6 billion, in the scale of the second only Taobao and Jingdong. According to the definition, millet is called the vertical electric business: Selling mobile phones, television, boxes, routers and other few technology products, through the official website book sales, with Shun Fung for distribution ... Millet with a single product of the idea of the ultimate, take the form of electricity to make the channel flat, Taobao and the shadow of the east out of the other road; in the millet drive, a large number of vertical electric dealers are expected to be the name of the brand power to rise again.

The past more than 10 years has been the development of the Channel electric Business for ten years, whether it is Taobao cat such a pure platform, or jingdong such as the main business of the website, they are in the final analysis as a channel of electricity and survival. The channel emphasizes the scale effect, the strong is often stronger, especially in the high standard category. China's channel electric business Development to 2013, the pattern has been fully established, Taobao and Beijing-East bipolar pattern is difficult to break again. At the same time, China's electric dealers entered the second stage of development, Brand electric dealers will usher in the development opportunities, and most of the brand electric dealers belong to the typical vertical electric.

To counter the electric giants with the special selling mode

Another proof that the vertical electric quotient is not dead is the last year only the rapid rise of goods, and poly-Mei products are about to land in the capital market is expected to become the second only products. and the general vertical electrical business is different, whether it is the only product will or Poly-Mei excellent products, adopted are the brand special selling mode, in the past few years the rapid rise, which only goods will be the sale of clothing, clothing sales even began to threaten to the main clothing category of the cat; Poly beauty products to cosmetics started, in the cosmetics category has occupied the first position.

As mentioned above, a high degree of standardization, low customer prices of the category is difficult to support a vertical electric business. However, in the need of Professional category (such as cosmetics) and the high price of the category (such as jewelry, home), vertical electric operators still have a great opportunity to survive independently, consumers need more professional and personalized service, this is the Giants can not meet. and the special sale pattern, it uses the selection to fight the giant mall website The all-inclusive, solves is because of the choice excessively to bring the confusion, in the price equal situation often can attract the consumer more. At present, in the mother and child, jewelry and other categories, a large pile of special selling mode of the site is copied only the product will and Poly-Mei excellent products, the intention of the Cat Jing East attack.

Borrow O2O vertical rise in a particular area

Vertically divided into two cases, one is the category vertical, the other is geographical vertical. In the former vertical, there are some categories that can take the form of traditional electric dealers to survive independently; local players who are familiar with local markets are emerging from the O2O. China is not a fully marketable market and varies widely, typically in every city with locally-supported local large retail stores. In the past more than 10 years, the electric business giants first want to lose the life of the offline retailer, and then gradually realize that it is difficult to cross these "bully", to win the game by mutual cooperation.

China also has a large and small local sites and forums, the past as a pure information web site only to survive advertising costs; O2O era, these large and small site forum by virtue of the local market more understanding, began to combine online to explore more profitable way. Typical Hangzhou 19 floor in the Yangtze River delta area do marriage O2O, million hotline in Hefei do community O2O. Similar to the traditional electric dealers, O2O also use electronics as a medium, only to combine online and offline business. Traditional electric dealers to standardize physical radiation throughout the country, the industrial thinking of the inevitable to make vertical electric inch difficult to live, but O2O to non-standard service based on local, personalized features so that a large number of companies can be small and beautiful survival.

2014, the rise of brand electric dealer, special selling mode counterattack, O2O vertical deepen, there is reason to look forward to a better future.