Platform to the left, chain to the right when the swing

in the fourth quarter of 2013

Since when announced and No. 1th Shop "board" settled, has more than a month, so far, shop 1th still not in the home page "book" Entrance. At the same time, the former "ally" Gome, Amoy, etc. have disappeared from when.

After 9 quarters of losses, when in the fourth quarter of 2013 to return to profitability. However, when the more tangled, on the one hand unwilling to become "network book chain", actively expand the category, pull other vertical electric operators to when the platform sharing traffic. On the other hand, also want to advantage category to show good Alliance, take the whole network strategy, will book active into the day cat platform, instead of the main station traffic dispersed out. This February, when the Alexa global rankings fell to 4,000.

Left, electric business platform; Right, network book chain. In the middle is a contradictory when.

Settled in No. 1th Store "affordable" Limited

One months ago, March 5, when, when, 1th shop High-profile join hands announced open platform. "When" cross-entry becomes the focus again.

In recent years, there has been a great deal of enthusiasm for this type of interaction with other electrical dealers. In addition to the recent 1th stores, and when there have been similar categories settled in cooperation with the day cat, Jiuxian nets, Lok Amoy nets, such as Le Bee network.

In the lively entry ceremony, when, No. 1th store said "to strong alliances." But the specific way, the Beijing News reporter found in the 1th shop platform, when compared to other book publishers do not enjoy special privileges.

There is no entrance to the "book" or "when" in all the categories of goods on the home page of shop 1th. This means that unless a user actively searches for the title, it cannot be directed to buy a book.

Beijing News reporter in Shop No. 1th arbitrary search a few different categories of books, showing the results, ranked in the first is not when. Most of the time, when even the last one in the supplier.

In this connection, No. 1th store related officials said "the two sides are still further integration." According to shop No. 1th, consumers buy books through the title of the book will be actively retrieved, with a purpose; "Because of the special attributes of the book category, more users will be able to get to the flagship store in store 1th as the homepage or Product Details page." ”

Why not give a special reference to being a book? No. 1th Store related officials said, because of all businesses, in order to ensure the fairness of search results, will not deliberately change the search rankings.

In other words, when in the 1th store, did not get the home page book entrance, and do not occupy the search advantage. The benefits are limited.

Gome, Amoy from when the "Next Frame"

In the past, the electrical business partners, now and when the cooperation progress?

Beijing News reporter found that now when the United States has been unable to find any large household electrical appliances products, gome big home appliances have been from when the "next frame."

Similarly, there are also Lok Tao.

Lok Amoy Network CEO Bi Sheng to the Beijing News reporter confirmed merchandise from when the current shelf, but for the reason he said "inconvenient comment."

March 2012, home appliance chain giant Gome officially stationed when. The "Electrical City" of cooperation between the two sides is now in the last column of commodity classification. It became one of the landmark events of the electric business Industry "holding a regiment to keep warm".

It is understood that gome online this year has just reached the three anniversary, and Su Ning, Beijing east began to compete. Currently, the main platform for Gome to obtain traffic from third parties is the day cat.

Gome Online Vice president, spokesman Huangxiangping told the Beijing News reporter, when the search is not related to goods, is due to the recent two systems upgrade, "Technology butt Bug". Huangxiangping said the issue began in March and continues to be debugged.

Allies changed from "exclusive cooperation" to "supplier"

It is noteworthy that this March, it is the United States officially stationed when the two-year point of time. Gome everyone electricity from when the "next shelf" days, whether it marks the cooperation between the two sides change?

In fact, over the past two years, the policy of cooperation between the two sides has changed. In 2012, when the United States to enter the electricity, when the commitment to sign the "exclusive agreement": when no longer the self-employed electricity business, to the United States. Now, when the open platform has been built "home appliances Complex", Sony, Skyworth, TCL, the United States, Gree and other well-known household appliances brands are in the sale of electricity.

In the 2013, when the force expands the category and the open platform accelerates, it makes a difference in its relationship with suppliers.

and gome cooperation is similar, in early June 2012, Jiuxian Network stationed when, agreed "exclusive Operation Liquor channel". However, at present, when the wine channel supplier flagship store has Jiuxian network, wine, the United States network, buy Wine Network, 1919, I buy more than wine.

A person close to the Jiuxian network told the Beijing News reporter, when, Jiuxian net in 2012 first signed the strategy is the depth of cooperation, that is, Jiuxian Net exclusive operation when the liquor category, at the same time only a few small red wine, wine dealers. "But by the year 2013, two renewals, as the platform policy changes, more inclined to expand the category, Jiuxian Network has become one of the suppliers." ”

Extension

Traffic falls when the platform is less attractive

When a long-term user Xiaomin told The Beijing News reporter, she was in the university period when the top buy books, 5, 6 years. "Now to buy books, the first thought of is still when." Xiaomin said. But she also says it doesn't seem like she's buying anything other than books.

After nearly 10 years of development, in the eyes of users as the "selling book", which may be the most guoqing headaches.

Even when it is the most competitive book category, when the advantages are also in the fierce competition in the reduction. Shi Dong, vice president of Beijing, said to the Beijing News reporter, "The book market is the beginning when and Amazon competition, when the advantage is greater, then we come in, now the cat also do, the market pattern began to become balanced, publishers have become more and more active." The days of a monopoly on pricing power are long gone and publishers have more options to co-operate. ”

"Now, when faced with a more contradictory situation. "One senior electrical business personage said that," on the one hand, guoqing do not want when only and book category related, hope to expand category, and not good at operating other categories, let other electric business to platform open shop, through when the flow of liquidity. On the other hand, when you want to appear in all places, take the whole network strategy, the result becomes the Focus book category chain, the actual main station traffic is dispersed. ”

Contradictions how to solve, when not to think well. In addition, when the platform traffic is tending to decline, this means that its attractiveness to the settled side will also decline correspondingly.

In the Alexa rankings (currently more authoritative site traffic evaluation indicators), Beijing time April 16, when the global rankings are 1537. This February, when the global rankings fell to 4,000. The second half of 2012 to the first half of 2013, when the rankings are still in thousands.

Lok Tao Network insiders said to the Beijing News reporter, "the third party platform traffic is mainly in the sky cat, then the Jingdong, when the account is very small." ”

People close to the Jiuxian network said Jiuxian network currently in the official website, the main platform of the shop is in accordance with 64 points, "when not like the platform, too, like a vertical electric business, the volume is very small, sales in the days of the cat, Jing Dong, suning easy to buy, Gome online, such as several of the rear." ”