Mobile dealers: From the bright future there are layers of glass

In college life years ago, some professional students were often described as flies in canned jars: The future is bright and the road is not.

Vertical electric and mobile operators look like two poor bugs in this beautiful bottle, the onlookers marvel at their untapped potential, while the bottles are still struggling for survival.

Constantly trying the wrong mobile electric dealer

No matter the electric business platform, the vertical electric trader or the small and medium sellers on the platform, they seem to have reached a consensus: the Mobile Electric Chamber is the future, but they are also not fully aware of the future path of the mobile electric business.

Jingdong Mall Mobile Director Willington in the speech, said that Beijing east will exert the mobile end, the company attaches great importance to the development of mobile end business. For the development of Beijing-east Mobile, he said that Jingdong will use large data resources, focus on the development of personalized push. Peng Zhijian, general manager of Tencent Investment, said, "No mobile there is no internet, do not pay attention to no mobile end of the electric business." ”

Mobile power providers are showing a strong growth force. Data show that the first quarter of this year mobile net purchase volume reached 26.66 billion yuan, an increase of 250.3%. Dcci Internet Data Center founder Yanping also believe that e-commerce in the future will be more in the mobile environment, "The order of the terminal, transaction payment and other links will be more and more in the mobile environment, this is nothing to discuss." ”

But the players who are splashing in the pond seem to have not made much money. Tonight Hotel special CEO Jinxin even said that because the money is not enough to spend, but also rely on helping the hotel to make the app to earn a little.

Sing it, CEO Chen, Mobile Internet now there is no fresh play, make money or the mature business model on the Internet, "the mature business model on the Internet is also a reliable mobile phone, search, advertising, electricity, games and so can make money, but the scale is not as big as the Internet." "Beautiful said CEO Xu Yijong think, now mobile phone shopping is still a delicacy, to become mainstream, at least a year or more than two years of time," now mobile electricity business is the problem of time, as long as the past, the future is bright. ”

Wu Bofan, executive editor of Business Review in 21st century, said that the transition from traditional e-commerce to mobile e-commerce was not a change in form, but a transformation of genes, "I have said that IM is completely different from moving and moving im." The Internet of media and the real Internet media are two separate things. Mobile phone QQ and micro-letter are two different things. Wal-Mart, for example, had tried E-commerce in 1997, almost the same time as Amazon, but it was hard to change. ”

Giant shadow of the vertical electric dealers and small sellers

Behind the scenes of Ali's valuation of hundreds of billions of dollars, there are countless surviving and struggling little ones.

sent on behalf of the network president, founder Kongkong said, this year's electric business industry is very depressed, very excited but very confused, "this year the most lively is a few big platform, Taobao, Cat, Jingdong, Tencent, and other people have little voice." This year, the cost of opening a shop is also gradually rising, the threshold is very high, the previous industry most of the players are grassroots entrepreneurs, but such entrepreneurs were quickly expelled from the mainstream market. And everyone in the bullish vertical electric quotient is confused, this is to let a lot of entrepreneurs more confused more depressed a phenomenon. ”

2011, including red children, Bowser nets, Poly-Mei excellent products, a shop and so on nearly 40 vertical electric dealers in Taobao Mall. At the beginning of this year, there are several vertical electric dealer sites represented by other electric business platform Incorporated, these phenomena so that the vertical electric business has been dead point of view has been repeatedly mentioned. Vertical electric dealers are not really dead, the industry is still pouring into new players, but the high cost of traffic is making these seemingly bright future enterprises more consider the problem of survival. According to the online statistics of the electric business marketing agency billion MA, since 2011, the polarization of domestic electricity business has become increasingly serious, the top ten of the number of electric network traffic accounted for the overall flow of 40%, of which the top three of the three electric dealers occupy the first 10 of the overall flow of nearly 50%. Zhu Qigong, vice president of the online business, said the trend led to a growing difficulty in increasing the cost of acquiring traffic and new customers for small and medium-sized independent consumers. Take a cosmetics website for example, the site in the fourth quarter of last year, each new customer acquisition cost of about 200 yuan, and this year two quarter is close to 450 yuan. According to the data of the online statistics of Yili, the problem that the electric trader obtains the new user still has the transformation difficulty. In the electric quotient flow structure, the new flow rate is about 62%, but its contribution rate to sales is only 32%. How to retain new users, improve the frequency of new users and customer unit price is another problem that the electric trader needs to solve.

Some of the vertical electric dealers have chosen to surrender, Jiuxian Network CEO Shang said that in the peace Taiwan will not be afraid of the east to die out, do not fear to be destroyed by the United States, "2012 we and when cooperation, is to avoid becoming a competitor, and then and Gome, Beijing East, Suning and other cooperation is also due to this strategic consideration. ”

And in the Big Park Network CEO Zhiquan, the domestic almost did not do a good vertical electric dealer, especially in the reverse customization to do worse, "from the market point of view, the big platform is the pursuit of scale, standards and aggregation, vertical electric business is to take the subdivision of demand, and the subdivision of demand is the most not good business in China." Now the main reason for vertical electric aihongbianye is no bright spot, a lot of vertical electric business is still in the story of Jingdong, Taobao cat story, and these are the story of others, vertical electric business or in the use of the platform of thinking to do vertical electric business, and did not really make a difference. ”

2014 of the Electricity Dealers

In the revamping speech, the 2013 sent the annual meeting of the business to drop the curtain, a short two days of meetings in which participants solved some problems, but soon more problems came out.

Cong said in a speech that there are many variables in the future, "Internet finance, mobile Internet, big data, these are the core factors that drive great changes in China's business, have changed dramatically today." At the same time, I do not think that every electric business dream is the same, in addition to financing the listing of this road, the electrical business has many other options. "Dangdang CEO Guoqing said that the loss of the electricity dealers still burning money to expand the scale is telling the story, he advised the loss of electric dealers to avoid the strongest areas or categories, targeting specific areas or categories to seek a breakthrough.

No. 1th Store chairman Gege that China's online shopping status determines the potential of online shopping, "next year's competition will continue, but not just the price of competition and turn into value competition." "Wu Bofan also said that E-commerce may be counter-cyclical:" A lot of data show that the economic cycle is still in the downward state, but the 2003 SARS caused by all aspects of the recession, E-commerce is booming, so with cost-effective connection is relatively close to the industry is often counter-cyclical. If life is not good, the industry can abandon some of the old ideas and be forced to do more innovation. ”