Only commodities will be the price of a hurricane but the electricity business spring may not come

I press: whenever the electric business industry has any trouble, will affect many people's nerves. After all, the electric business industry is still in the barbaric growth period, still in the chaos of the Warring States era, the butterfly effect still affects the industry, the chain reaction determines the attitude of each appliance merchant. The only thing that has recently become the focus of attention is that it is now unusual.

Recently, only the goods will be released in the fourth quarter of 2013 and the full year results, its share price on the way to the rally, the stock price reached 182 U.S. dollars, market capitalisation exceeded 10 billion U.S. dollars. Only a slight reduction in the close, but still worth 9.4 billion of dollars. Such a stock, who can think of two years ago, that is, 2012 when the market, unexpectedly appeared "break", and just two years later, its market value unexpectedly doubled 50 times times.

There are many reasons why the stock price has soared, such as the overall performance of the US stock market as a whole – unlike the ice-age period of about 2011, in the second half of 2013, China's Chinese stocks are in hot pursuit; for example, the special-sale model is easy to be understood by the U.S. market; From this, only the product will be given more "reputation", such as the Beijing-east and other electric business confrontation, and even resistance to the day cat. But for those of you who know the Chinese tail market, the volume of the only product that focuses on the market is really a bit inflated after just a few months (starting from this rally). More importantly, the only product will be a single show, and can not explain the whole electric business of the spring has come.

The hurricane Dash, only the product will write down own legend?

January 15, only the stock price rose to 96 U.S. dollars, the market value of more than 5.3 billion U.S. dollars, and then to 170 U.S. dollars, the share price of a year doubled 50 times times to 9.418 billion U.S. dollars ... Recently, only the stock price is up to 182 U.S. dollars, market capitalisation exceeded 10 billion U.S. dollars.

In just two years less than the time of salted fish, only goods will come to a gorgeous counter attack? Among them, there is a favorable and favorable factors. From the data, 2013 only goods will be profitable for four consecutive quarters, and net profit quarterly trend of the quarter. And the recent surge, but also recently released in the fourth quarter of 2013 related earnings. The data is dead, directly showing that only goods will already be able to make money, can bring a lot of profits for investors.

Only the price of goods will rise in another hand, nature is unique in the domestic special selling mode. Since its inception, the only product will focus on the domestic tail goods market, this special market-oriented "special selling mode" as the core, more focused on women's market, in the vertical market with female-oriented constantly exerting force. Not only the alternative, but also to avoid the day with the cat, Jingdong, Xun and other big electric dealers direct confrontation.

The tail goods market picks up the cheap mentality = high duplicate purchase rate

The benefits of the special selling model are obvious, unlike other electric dealers are often "one-time" different, only the special sale mode of the product will be the business of repeat customers. You know, the only thing in the flow can not compare with other big electric, but repeat purchasing power is its killer. Its 2013 Q3 user repeat purchase rate reached 73.8%, a figure of 73% in the same period last year, 63.9% for the whole year of 2012, the user's repeat purchase rate has been increasing. At present, the only goods will be about 91% of the orders are from the user's repeated purchase-this has to let the number of electric dealers envy jealousy hate.

Compared with the total petajoules of the domestic apparel market, the 400 billion of the clothing tail has no higher "zenith", but this "special" market has become the consumer, especially the place where female consumers love most. Only the appearance of the goods, so that the original need to run a few kilometers far away in the mall on the float picked up cheap ladies, have more convenient purchase discount authentic clothing channels. Without the "dirty" of the float, give discount clothes a better chance to display, but also let a lot of businesses to retain the discount after sales, retain the scope of brand respect.

But why is it that only the goods will, but not other big electric dealers grabbed this piece of fat soil? The author thinks that these three points may be related to this. First of all, only the goods will enter the end of the clothing of the special sale market earlier, it caught up with the apparel enterprise inventory high, heavy backlog. Especially at the beginning of the 2012, many of the larger clothing companies were almost destroyed by inventory, including Nike, Adidas, Li Ning, seven wolves such a huge, which gave the only product will be the opportunity to develop rapidly. Only products will continue to devour the entire clothing tail goods online shopping market, growth into a huge platform. The advantage of becoming a huge platform is that only the goods will greatly enhance the bargaining power of the manufacturers, with less cost, better mode and clothing enterprises, and even a lot of operating costs to marry the garment enterprises, and this is the only product will continue to rise in the fundamental momentum of Maori.

Second, the goods will come all the way to almost no decent opponents. After its rapid setting up the platform, has been in the electrical business in the subdivision area to dominate. Other later, such as Jingdong, when such as while struggling to kill into the clothing tail goods market, but its reputation in the field of special sales is less than the only product will. And because the intervention time is short, and the relationship between the enterprise is not close enough, discount intensity is not good, plus no only products will those eyes sinister excellent buy, product supply is not rich, have been defeated. Especially the uneven flow of logistics

Finally, the only product will be willing to invest heavily since the establishment of warehousing center, rapid delivery, thus ensuring a good user experience. Although not yet up to the logistics standards of Jingdong, but far more than Third-party logistics. In the logistics has become an important factor in the purchase of consumers now, only goods will be a good move.

In addition, since the second half of 2013, the performance of the stock market has been good, the only product will be easy to be accepted by the U.S. capital markets, the market value of a breakthrough of 10 billion U.S. dollars seems to be acceptable range. Even if you don't believe in your eyes, it's true.

Lasting？ It's just a flash in the pan

Now the media are wantonly celebrating, touting only the market value of the goods will break 10 billion of the news, natural shun with also will only the goods will be in the past two years the trend of rising. But in fact, the only thing can this kind of hurricane Dash can continue? 10 billion dollars is the ceiling of the goods meeting or the cornerstone?

The special sale mode of the product will be very interesting at the beginning of the creation. Last summer was once set off the "Copy only product will" action-Dangdang online clothing tail goods special sale channel "tail goods sinks", where the introduction of "Li Ning Limited special selling" activities, No. 1th Mall launched "famous special selling" and so on. Naturally, the result is that, as time goes on, these so-called special selling activities have been defeated. This means that only the goods will be in the special sale mode of the leading, other opponents although jealous, but also want to be in the special selling mode, but after all, there is no only product will be born with the advantage.

But now, the only thing will be wider for the future, choose to expand the category and find a new breakthrough direction. In a few days before the author of an article "only goods will be million dollars to buy music bee: High cast helpless Choice" said, only the goods will buy Le Bee is to be able to make a contribution in the cosmetics sales industry to accelerate their transformation and upgrade. But more and more products will not gradually deviate from the original characteristics of the special sale? To know, for the platform-type electric business to expand the category is must continue to continue, after all, consumers enjoy on it is a one-stop shopping services. But for the only product will be such a vertical electric dealer, the expansion of the category is not simply add a few pages of the problem.

It is the challenge to the enterprise localization, gene, marketing, logistics and so on. A little careless, will be rejected by the core consumer group. You know, once the loss of their own characteristics, the loss of core groups may be more than only the imagination of the product. Focus is the only way to make a feature, but also to form a continuous brand awareness. If only the product will also learn those platform-type electric dealers, how to fight the cat and Jingdong? Only goods will be cautious and cautious of their future. 10 billion dollars in market value? It's not uncommon to take a wrong step and a few 0.

In addition, a noteworthy issue at present is only the largest items of the cost of expenditure, or the fulfillment of the cost (the cost of goods including freight, cargo center and customer service personnel costs and operating costs, etc.). In 2013, only the cost of goods will be compared to 2012 decline, from 14% down 12%. But you know, 2013 revenue is also more than 2012, visible only goods will be the cost of goods still at a high point. How to reduce the cost of goods, further compressing costs, so that the financial results become better looking, is the only priority.

Want to and the Cat Jing East three points world? Difficult！

Only the market value has exceeded 10 billion U.S. dollars, not to mention leading other domestic internet companies, only in the electric business sector, it is already in the lead position. Not only far more than when, compared to Beijing and east is no less. The New Year's Eve prepares the IPO's Jingdong, only then prepares the financing 1.5 billion dollars. Although a few days ago with Tencent marriage. But does the product really change the situation of the electric business industry? I'm afraid not.

At present, the electric business industry is still Ali a single big, if it is listed, the market value breakthrough 100 billion is not alone, only the sales of goods and Ali compared to like a pale. In addition to Ali, in the forefront of the electrical business is still Beijing-east, Suding easy to buy, plus two or three lines of Xun, new eggs, 1th stores, Poly-Mei excellent products, etc. constitute the current situation in the electric business sector. Only the market value of the tens of billions of dollars, at best only to other electric dealers listed a stimulus, but far from changing the situation. Moreover, the only product will be the scenery of other electric operators can only be seen from afar, for its own has no obvious beneficial effects, the electrical business industry in the spring is still not come. The outside can be regarded as the current electrical business industry in the "alternative", because others do not imitate it.

Then again, the only product will be a relatively simple model, the commodity is not rich enough, even in many people still think of it as a catch-up, for its share price soaring still doubt ... These are obstacles to the expansion of their influence. At home, there is only one beam measure of the weight of an appliance maker-is it enough to be Ali's challenger? From this point of view, only the goods will be far from the poor. Only the product will rely on the sale mode to live very moist, but only in their own three-acre. Once you come out, you will find the world is big outside. (Sci-fi Galaxy Constantine/Wen)

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