Only goods will continue to be profitable: Electricity dealers compete to follow the "special selling Mode"

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

Author Sch Jian

May 15, the electrical business Enterprise only Nyse:vips (the) issued a quarterly bulletin, as of March 31 this year, the only goods will be revenue growth of 206.8% to 310 million U.S. dollars, net profit of 5.8 million U.S. dollars, the same period last year, the loss of 8.6 million U.S. dollars.

In fact, in 2012, only the goods would have been profitable for two consecutive quarters. Its share price rose from $5.29 a year ago to $33.50 on May 15, up more than 5 times times.

In a public business platform is still in the race for happy enclosure and not to profit, only the goods will make money effect, let its flagship "special selling Mode" has become the target of follow-up. Recently, every guest and Li Ning,, Saturday and other brands launched a special selling activities, the model and the only product will be a few differences; When the official line on May 7 on its special sale channel "tail goods", the main boutique clothing tail goods; Beijing East, the cat also spread to follow the news of the special sale.

However, May 15, a only insider told reporters that the mode of sale is seemingly simple, but in fact there is a unique operating system, and this system and other electric platform existing business can butt, Fusion, is an unknown. "Without a few years, it's hard for other electric dealers to keep up. ”

The person said, for example, in warehousing logistics, the only product will be on the platform on the daily new products on the line, every day there are goods offline, and other business platform on the last SKU will sell for at least a month or two, the two modes of operation of the warehouse operation system will be very different. Another example information management system, because the industry does not shape the model for the sale of the solution, only products will only be with the cooperation of custom development.

Only Xiaohui vice president of the press, said the special selling hidden threshold is very high, the real decision "special selling" success or failure, not traffic, low price, but to obtain strong brand resources and get a competitive discount.

At present, only products will have more than 5,000 employees, more than 300 experienced buyers, as well as the past few years accumulated tens of thousands of sales experience, cooperation brand more than 6,000, including exclusive cooperation has been increased to 800.

Xiaohui said that in the current electronic business community to imitate the pattern of special sale, the only product will have begun to differentiate the breakthrough, a brand in the style of prenatal in the only products will do the targeted area for sale, so you can quickly get the relevant data to help brand manufacturers to make a fixed price.

"Only the goods will not be completely buy the tail goods and inventory concept." "The only person mentioned in the article is the internal staff said.

Only the first quarter results show that its active customers, order volume, gross profit margin, logistics cost rate and other key data to measure the operation of the electric operators have been greatly improved. Among them, active customers from the same period of 1.03 million to 2.79 million, an increase of 170%, the order volume of 187%, a year ago 3.1 million single, the first quarter of this year, 8.8 million per cent, logistics costs in the revenue ratio, from the same period last year 16.7% down to 12.1%; Its gross margin rose to 23.4% in the first quarter of 2013 from 21.2% a year earlier.

March 11 This year, the investment agency Oppenheimer raised the target price to 30 U.S. dollars, and maintain the stock "outperform" rating. Deutsche Bank will increase its 2013 net profit forecast by 34%.

However, while both the capital markets and their peers are in pursuit of the only product and its special selling model, the main investors DCM and Sequoia Capital have opted to sell.

In March this year, the only goods will be 24 U.S. dollars per share price sold 4 million shares of the United States Depository Shares (ADS), additional financing of 91.92 million U.S. dollars. At the same time, DCM, Sequoia Capital, such as the sale of shareholders also sold a total of 3.2 million ads, including DCM and Sequoia sold 2.2 million shares, 1 million common stock (each share is equal to 0.5 ads), only the product will be the CFO Yangdonghao, Vice President Tang Tanji, Vice President Xiaohui and other management also sold a certain share.

In this respect, the only product will say that DCM and Sequoia in the March this year's issuance process only sold a small part of the only stock. The trading documents submitted to the NYSE will show DCM and Sequoia this time only sold 2.2% and 1% of the only goods will shares, after the completion of the transaction, the two due to investment only goods will be filled with a bowl of wind investment institutions are still holding 15.2% and 17.3% of the only goods will shares.