Only goods will sit, fear of peer encirclement and suppression

Stuffy sound of the only goods will sit not live, in all directions came to encirclement and suppression of his peers.

Every guest, the cat, when, Jing Dong, joined the flash-buying operations of the Giants more and more. Some industry analysts pointed out that the business model was wildly copied by the industry or will give the only product will cause impact, may soon from the blue sea into the Red Sea. And the only thing will again face the test of survival.

23% profit margins make people jealous.

Since 2008, the domestic rush to buy the mode of the rise, only the goods will, Qiao words, gathers the net and so on the website on-line. However, after several years of industry reshuffle, the only product will have become a domestic special sales in the field of the deserved title.

According to the latest earnings data, only the first quarter net revenue of the goods will be 310.7 million U.S. dollars, compared with the same period last year 206.8%, gross margin of 72.8 million U.S. dollars, gross margin of 23%. According to the data released earlier, only goods will be in the north of the four cities in the sales of about 13%, two or three lines of provincial and prefecture-level cities accounted for about 60%, counties and towns accounted for more than 20%.

In the domestic electric industry aihongbianye situation, the only product will be the profitability is "a single show", which is closely related to its special business model. Only the characteristics of the flash-buy mode include: Sales of famous products, deep discounts, limited purchase, which caters to the two or three-line city consumers for brand-name discount products demand, but also to help many three or four line brands to solve inventory pressure.

But, the only thing will be coveted profit margins has made it a competitor to imitate the object. Cat vice president of the small dragon outside revealed that the cat 2013 will launch a new "brand special selling" platform. This platform will provide three exclusive channels, independent access resources, so as to ensure that brand dealers in the sale, while not directly affect its flagship store in the cat sales.

May 20, the Beijing-East launched the "Flash Regiment" business. It is understood that the Beijing-East "Flash Regiment" will take a differentiated route: through the model of the Flash group to start new products, provide limited limit of the exclusive goods, and rely on the East Beijing General volume of procurement platform, do the whole category. At the same time, the group will also make full use of the Beijing-East Logistics network, more points to the national delivery.

In this respect, Shenya, chairman of the Commodities Council, said that recently a lot of electrical dealers into the field of special sale, only 5500 people will focus on this area, and has been working with more than 6,000 brands, of which more than 800 are exclusive cooperation. In addition, the only products will have the largest and most experienced in the industry, more than 300 people buying team, accumulated a lot of consumer data and experience.

"We know what is good to sell, what is not good to sell, this is another electric platform to enter the field after the most lack of things." "he said.

Giant layout Flash-Buy Mode

The cat, Jing Dong, when all came, this will be a "wolf" story?

Take Jingdong as an example, 2012 Jingdong sales amounted to 60 billion yuan, of which the Beijing-East Group bought a year to contribute 2 billion yuan in turnover. Jingdong Group buying business director Zhangshouchuan to the media, Jingdong Group has the hope to become an independent operation of the platform, can be understood as a son of the Beijing-east brand. and Jingdong if want to layout son brand, the first step is to flash purchase. And the only product will help the brand to clean up the tail goods is different, Jingdong is trying to buy through flash new products.

According to Zhangshouchuan revealed that the flash business does not charge services, but through the eye to attract traffic, to maintain the power of group buying business. "In principle, we require a dedicated flash purchase, but if the brand is very confident, we do not reject the warehouse where its goods are entered into Jingdong," he said. "he said.

Electric business Industry observer Wang Liyang to the "Daily economic news" Reporter said, only the goods will be adopted by the special sale mode, although has a certain threshold, but for the Beijing East, the cat and other powerful players, is not difficult to copy. "Jing Dong, the cat copy flash mode of the reasons are very good, they enter this market is only a matter of time sooner or later." "he said.

Wang Liyang said that for Jingdong, it has a very good warehousing, logistics, IT systems, at the same time and many brands have long-term cooperative relations, the market is very broad, by doing flash purchase, Jingdong is not only profitable, but also can further consolidate the brand resources, as well as the Flash buy as a story to the capital market.

"For the cat, clothing is its largest sales of a category, these brands themselves are the main client of the cat, but the cat is currently suffering from the lack of marketing resources, can not meet the promotional needs of these brands." By doing Flash shopping, the cat will get more channels to help brand marketers. In addition, the future of this model may also be built with the storage, logistics system combined. "he said.

As a vertical electric dealer facing niche markets, the only products will undoubtedly face the direct squeeze of these giants. Relatively speaking, its high flow cost, the cost of acquiring new users will be higher, and the user's loyalty is difficult to guarantee.

There are industry analysts pointed out that the days of the cat, Jingdong, when the Electronic business site invasion, will be cut away only the cake, at the same time, these platforms are also the possibility of competitive prices, the industry may soon from the blue sea into the Red Sea. Through the downwind of 2012, the second half of 2013 onwards, only the goods will be embezzled in the profits of the war, facing the test of survival.