Nennoia boat: Cooking oil fried by the electric dealer gluttonous feast

At the end of 2012, the electric Business Collective had a gluttonous feast. The carnival is full of dizzying gimmicks: Double 11 Singles Day, 213 million "online shopping" in the cold late night nervously waiting for the cat countdown seconds to end; Double 12, some shop owners even shout out "do not sell the task on the Naked" slogan; December 22, the Beijing East played "The End of Rebirth" banner, launched " 7 Days of Genesis "big promotion; Christmas, Suning easy to buy the launch of" Christmas Madness 30 percent Rob "" 0 yuan Purchase "; Some electric dealers will continue to the New Year's Day promotion to January 4, 2013, playing a lifelong romantic card ... They launched a dazzling promotional frenzy on the web as a battlefield.

The huge amount of sales and shipments produced by the gluttonous feast are historically rare.

Double 11 of the businessmen involved in the million, the relevant practitioners more than 1 million; the cat 19.1 billion-day deal generated a 8000多万件 package, 30 minutes of turnover is equivalent to Hong Kong 1 days of total retail sales, activities in the first hour flow of more than 1.8T. Dangdang only activities start 5 minutes order volume will reach 38900 single, clothing shou breakthrough 10 million. Double 12 suning easy to buy online sales up to 3.237 million pieces, Tencent's racket net orders total more than 230 million yuan, are more than double 11.

However, "looks very beautiful" under the appearance, after the big leftovers but revealed the electric business war things foul essence. Nennoia boat thinks, double xi., double 12 almost already "overdraft" consumer's purchasing power and trust, the next promotion will be followed by weakness. At the same time, "No festival, there is a festival" carnival behind the party, the Electric Business enterprise internal management problems increasingly prominent.

November 2012 8160 of complaints from the electric dealers, about 54.3% from the Double 11, the undeserved discount and service dislocation, so that consumers lose confidence in the promotion; the concentration of massive orders caused the logistics to create a huge pressure, resulting in a burst warehouse, no goods, delivery delays, only November effective express delay complaints on up to 4,454 , seriously affecting the user experience; some electrical business funds tight, exhausted state, such as regiment treasure due to financial crisis eventually collapsed, red children trapped in financial distress by Suning to 66 million U.S. dollars acquisition, Cotton capital chain rupture, 8.15 electric dealer's price of a big scuffle ... Used to stir up the raw materials of the electric Dealer's magnificent feast, is called "gutter oil".

All these cruel reality can not help but let people ask: 2012, in the end is the first year of electrical business, or the beginning of the decline?

Pulse Core website

The electric dealer launches the promotion war recount, relies on is what?

Nennoia that electric business core website can be divided into four categories to Jingdong 1th shop for the representative of the consumer class, like the day cat Taobao rental counter-oriented market class, by the Gome and other offline business development of the traditional categories, Fank when such as franchised Web site representative of the Professional category. Although heterogeneous, the competition is mainly focused on the metaphysical and two aspects.

It embodies the survival mode of the electric quotient competition: The colorful website design + endless promotion. With the growing sophistication of internet marketing today, the potential of these external objects has almost been tapped to the limit. The structure and design of the website has been basically cured, depicting the customer's consumption path through the assortment of merchandise display and sequencing, the huge and eye-catching activity banner, the timed snapping and the countdown to read the second button, etc. The driving factor is that there is no holiday when people create gimmicks, there are frequent promotional events, to reduce prices, discounts and other forms of stimulating consumption.

It is the three-dimensional management of electric quotient, including product quality, service commitment, supply chain and logistics system, capital dispatch, they each show the director: where customers to improve product quality, ensure safety, spend more than a year to establish their own enterprise standards; 7 days of East Beijing unconditional return, the cat "fake one to compensate four", PChome Jianhongzhi 24 hour arrival, Dangdang Courier with a single child holiday cake and other commitments and behavior, in the middle of consumers caused greater repercussions; Beijing-East and express break up, the construction of the supply chain and logistics system, where the customer has gradually extended to the offline channel, forming and third party Express competition O2O mode A store and Wal-Mart marriage, the internal hematopoietic continuation of the capital chain. All these, it is precisely the difference between the electric dealers and competitors of the unique advantages.

Electric Business War, the Web site and promotional activities are the same, the shape of the three-dimensional management is not the same, the latter has become the fundamental competitiveness of the electricity business. As Wanda Group chairman Wang and Ma Yun's to bet that, now 4,800 electric dealers, only Alibaba in the profit, the electric business profit model needs to change. Nennoia boat that to achieve lasting, long-term profitability, the electricity business can not rely solely on financing and frequent promotion to maintain the operation, must return to the rational, change the price of electricity traders behind the "gutter oil" nature.

According to the prescriptions, where the electric trade routes

According to the NDRC December 25, the 2013 New Year's Day during the spring Festival, price authorities will focus on large-scale e-commerce operators of promotional activities, into the regulatory system. January News, "Postal Universal Service Fund levy the use of management interim measures" show that large electric dealers express costs or will increase tens of millions, policy further tightening. Under such circumstances, "only the price is the picture", the method of making a profit is not, the 2013 electric trade routes in where? Nennoia boat thinks, should start from the following four aspects.

(1) Rapid response to market environment planning and control system

The survival mode of the electric dealer should be a kind of fast-response market environment, combined with scientific prediction and control, and it is not the overdraft deformity development of "time-limited promotion" and "price war" instead of quantity generation.

In this regard, the U.S. electric business "to promote the natural festival" model is worth learning, they cleverly based on consumer psychology, forecasting consumption trends and consumption, through careful planning, formed a wave-style, push-type promotional outbreak season. The US electric dealers are predicting, plan as the basis for the differentiated market to build a benign promotional rhythm and new concepts: the second day of the traditional holiday Thanksgiving is "Black Friday", residents are willing to long queues to buy gifts for friends and relatives, the electrical business to do a good job promotion plan; then artificial "Network Monday", For young people to reasonably induce online shopping; "Give Tuesday", the electric dealer on-line cheap life necessities, the convenience consumer through the donation realizes "Thanksgiving", "Super Saturday (002291, Stock bar)", grasps the consumer to wait until the last moment before the festival "the Hand" psychology, hits the final promotion discount. At the same time through the cost and service of strict control, and eventually formed 16% of the peak shopping growth.

(2) Sound internal control system

A sound internal control system is the guarantee that the electric business enterprise fulfills the service promise and promotes the user experience. There are exceptions and risks in a series of links from the plan to the aftermarket, while the internal control system is an excellent means to avoid operating risks, improve management and improve performance.

Electric business enterprises are faced with a variety of business risks. The product quality, supplier selection and evaluation, purchase lead time, purchase price and so on are the risk of decision error or non optimal choice. Manufacturing equipment, BOM (bill of Material, BOM), process also have different risks; Sales link customer management error, Improper marketing is likely to harm the electricity commodity licensing, such as a power dealer before the explosion of "false one loss four" commitment is a bad check, greatly affecting their reputation. At the same time, the electric business also needs to guard against the financial risk, prevent the capital chain breakage and the malpractice, 2012 years more than 20 electric business senior executives leave, "the food Beijing chain" senior executives incident suspicion all has sounded the alarm bell for the electricity merchant. The electric business enterprise must set up and perfect the internal control system for the above business and financial risk, through the reasonable organization, restriction, examination and adjustment of the business activities among the functional departments, and form a set of perfect system of precaution, control and afterwards supervision, thus realizing the improvement of the management.

(3) Supporting supply chain and logistics system

The price of the electric business is difficult to become the core competitiveness, and ultimately, it will fall to the user experience. Besides products and services, the erection of supply chain and logistics should be the most important thing in the management of electric business. Because logistics is to carry the user experience "last 1-kilometer": Commitment time, distribution process and supervision, goods custody, insurance and return, these links, no one is not a consumer loyalty and impression of the root system.

The supply chain management should be a consumer-led business management process, based on consumer demand, products and services are driven by demand, so as to achieve from the end consumer to the supplier and the collaboration process. The establishment of a supporting supply chain and logistics system, the core is to focus on meeting the needs of consumers, create excellent customer value, through the supply chain collaboration to achieve win-share with consumers. European data show that the efficient supply chain allows manufacturers and retailers to reduce the order costs, transport costs, inventory costs, inventory management costs of 80%, 40%, 60%, 3%, the profit increase of 20% and 42%, the commodity services capacity will be increased from 97.5% to 99.7%.

A consumer-led, efficient supply chain demand-driven supply chain for production and sales; through CPFR (Collaborative supply chain inventory management) to supply chain Management Synergy plan as the core to provide rapid response, supply chain integration optimization, analysis of customer needs, the establishment of "continuous replenishment System" to regulate inventory and procurement, With the upstream and downstream enterprises seamless connection to the ultimate realization of efficient, smooth and healthy logistics.

(4) Efficient information system

The application of large data and cloud technology means that the electric dealer's marketing means and product service renewal under the long tail effect will rely more on the efficient information collection, analysis and reaction system. The electric dealer needs to build the information system on the supply chain management system, make the consumer realize the information symmetry, form the information sharing with the supplier, and establish the quick response mechanism through the rolling update of the information.

Existing information control systems include ERP for integrating internal resources (Enterprise Resource calculates, enterprise resource planning), SRM to achieve supply chain collaboration (Supplier relationship Management, Supplier Relationship Management) and CRM (Customer relationship Management, client relationship Management) and so on to maintain consumer relations. On the basis of the combination of the three, the electrical business is customized can understand consumer demand and shopping frequency change, through the analysis to monitor the promotion effect, the adjustment strategy, the final feedback plan and the control mechanism, responds quickly to the consumer demand signal and synchronizes the enterprise backstage, thus effectively avoids without the goods, the explosion storehouse, the distribution error and so on.

2013, who can "win the King"

Who will be the winner of the 2013 electricity business? Nennoia boat think that Ann, must first in its own, electrical business only good "internal strength", can from inside out, form ecological business cycle. A variety of mergers and acquisitions, banks and other outside entities to test water, policy changes, who can become the industry's first become confusing, but can be sure, only to reach the leading service, product quality leadership, rapid response to lead, to a sound internal control and supply chain logistics system to truly serve the customer's electrical business, can be brushed aside mist, cloud broken sunrise. Who will win the king in the 2013? We wait and see.