Only the counter attack reflects the loneliness of the electric business giant

March 4, the goods will be released in the fourth quarter of 2013, the shares immediately soared 32%, as of March 5 close its market capitalisation has exceeded 9.5 billion U.S. dollars, the 10 billion mark. The value of the stock market soared, admittedly because of the beautiful earnings impact (rapid growth), but the volume of the only goods, the market capitalisation of tens of billions of dollars is indeed a bit high, the reasons for media experts from different perspectives, opinions. Pugo (note: billion European network co-founder Huang, the same below) and a knowledgeable friend after the exchange, formed an immature logic to explain only the product will be crazy; Pugo hope this explanation is wrong.

"Tao": the stock market bubble, the story is beautiful; carrying the Chinese electric business dream; Cat Challenger

Only the stock price soared a big international background is: the United States stock market overall performance is outstanding, unlike in 2011-2012 in the stocks were hunted, in 2013-2014 most of the shares were sought after. Only the story may not be recognized by many people, but in the United States authentic sales are easily understood by users and the market, the United States discount retail giant TJX has 44 billion U.S. dollars in market capitalisation, only goods will clearly be placed in the hope of becoming China's TJX. Whatever the difference between the TJX and the other, at least one thing is clear, the good story of the product will indeed be accepted by the U.S. capital markets.

More importantly, in the Mai Lin and Dangdang lost the capital Market Trust, only goods will become China's electric business dream bearer. China's traditional retail sales are not developed, China's electricity dealers are likely to achieve greater than the United States, so the past few years, regardless of how China's major electric power losses, the investors can almost tolerate, the picture is nothing more than the money of the future of the market behind the electricity business. Macaulay October 2010, Dangdang December 2010 after the listing, they have been the capital market has placed great expectations: with the original very low revenue, At the beginning of November 2010, Macaulay had a share price of $73 (compared with $3.5 in March 5, 2014), and Dangdang's January 2011 share price also had 28 dollars (compared to the March 5, 2014 $18). Pugo with a friend said: whenever Dangdang as long as some, can carry a little Chinese electric business dream, only product will also not set the capital market thousands of coddled in one (note: Dangdang 2013 quarter earnings, but the growth rate only 21.8%; for the only product will grow 117.3%).

Even more exaggerated, the only thing will be placed in the expectation of the cat challenger. The cat and the only product will be mainly clothing category, light from the point of view of sales, only products and days of the cat there is no small gap; If 2014 will continue to maintain a high growth rate, its clothing sales may exceed 10 billion, which will directly threaten the main clothing category of the day Cat. Ali Strong, the capital market to see the Challenger's appearance (the cat's other big Challenger is Jingdong), Ali's enemies are also happy to see it. Therefore, Tencent Micro-letter will and only the goods will be in the Flash purchase cooperation, support only products will be against the intention of Ali obvious (Digression, Tencent in addition to the standard goods in the electric business support Jingdong, also have the intention of blocking Ali). And once hit the cat Challenger's label, to Ali billion U.S. dollar valuation as the standard, only goods will be 10 billion U.S. dollars even if the value of the virtual high, it will appear excusable.

"Surgery": Unique brand positioning, market positioning, product positioning, operational positioning

The former part mentions that only goods will catch up with the rise of the market opportunity, coupled with outstanding performance, has become the carrier of China's electric business dream, and even was pinned to the challenge of the cat's expectations, which is the logic of its high stock price. Pugo also explains the logic behind how to challenge the "art" of the Cat.

Brand Positioning: Authentic special sale. Only the product will be the mode of authentic special sale, in fact, there is not too much advanced place, but it is also true that the only product will be and the cat such as the mall model to distinguish. The same commodity may be cheaper on the day cat, but the user is more likely in the only product will buy, the reason is: 1 consumer thinking set, the default special selling price is lower than the mall; 2 days of cat merchandise, find the commodity difficult; In another words, go to the days of the cat most of the users do not have a clear purpose, stroll the mentality is obvious, and to the only product users most of the purpose is clear, is Rob mentality, from the efficiency of the product will be far higher than the cat. Moreover, only the product will play the authentic banner, do is the Business-to-consumer, this is more easily than the cat can establish authentic image.

Product positioning: Non-standardized products. The only product will be the sale of clothing to start, in the foreseeable future will be mainly clothing category. The whole clothing belongs to the semi standardized product, it is more suitable for the special sale mode. The gross margin of clothing category is relatively high, which belongs to irrational use of products (so high repurchase rate); and only the price of goods will not be cheaper than the cat, but clothing such products are not convenient, plus "sold out immediately after the shelf", Ali a Amoy net parity on the goods will be powerless, which makes the only products in the "outside the law" Savage growth. Of course, only the product will expand the category is unavoidable, the front holding Lok Bee net and investment in the east, it seems that the center of gravity in the Lok Bee network, but in fact is the value of the Oriental popular cosmetics own brand; Although cosmetics are a high standard of products, but as long as the oriental popular own brand This will make up for the adverse effects of the high standard.

Market positioning: 234 line City 234 line brand. Only product will be snapped up, but many of these products are not known brand, this and only the market positioning of the product will match. Unlike the first-tier cities, 234-tier cities have relatively weak perceptions of brands. Only the product will use this information asymmetry, the fake foreign card sold a big brand feeling. Plus in the three or four-line city, users also rely heavily on web site navigation, the only product will be targeted navigation ads and the accuracy of the return is better than the days of the Cat Jing-dong and other electric business peers. Only goods will be in the second half of 2013 to enter the first-tier cities, although the effect from the sales point of view can be, but the cost of pay is clearly greater. The sale of the first-line city recognized international brands, the only goods will require prepaid and storage (and for domestic brands will be most of the goods are to be taken after zero inventory), which increased the cost (note: At present only goods will be 10% of the goods belong to the buyout sales). In the foreseeable future, only the product will be the focus of the market mix will still be 234 line City 234 line brand, on the basis of "rural siege city."

Operation positioning: Grasping brand relationship. Network retailer in the processing of user and merchant relations, generally take is the action "with the user to press the merchant" (typical representative is Dangdang to squeeze the upstream books), only the goods will be different in this respect. Only the founder of Shenya has a point is worth learning, he in the maintenance of the relationship between the brand has a remarkable place; even after the listing will be strong, Shenya monthly still spend a lot of time to meet with the brand to talk about feelings, sales of big play feeling card makes the only product will get a very good bargaining power, this is the only product will be the reason for the rise in gross profit. According to the current development trend, the future will even be able to pressure brands to influence their cat flagship store product pricing.

The above is the explanation that the Pugo stock price needs to be high, and many of the logic is to communicate with others. For the only product will, Pugo's point of view is: 1 only goods will share price is really high, the stock market bubble is obvious, but; 2. After the listing of Jingdong, it will not affect the expectations of the markets, because the growth and profitability of the Beijing-East will not be too good, only the goods will continue to enjoy the Chinese electric business dream brought by the capital market coddled; 3. , coupled with Tencent support, the cat Thorn will inevitably counterattack; 4) only recently in the suppression of the object of the United States and the best products will benefit, the speed of its listing will be accelerated, the market is also looking forward to the challenge of the only product will be, 5 on the only thing will be true of all kinds of conjecture, the evidence of friends can contact Mr Putin.