Platform wars hit the second echelon of the electric business reaction

2013 for the electricity business is a crucial year, this year, many electric business determined to achieve profitability, in order to profit everyone also resorted to all the tricks.

"In the next 3 years, if the Xun do not enter the industry's top three, it can only face the fate of the industry eliminated." "Xun CEO Bu Guangzi in the March 4 internal mail to give employees such a warning." In the Mail Bu Guangzi also released signals, in the fierce competition in the field of electricity, Xun network will be carried out category expansion, began a full-scale attack.

The strong attack of the Xun network is not unprovoked.

The Spring Festival holiday just finished, Jingdong Mall can not wait to announce the completion of the fourth round of financing, the amount of $700 million. And after the successful financing, Jingdong will speed up the transformation of the platform to the electric business, and Alibaba "bitter". Beijing east to join the platform War Two days later, Suning issued a notice renamed as "Suningyun Group Co., Ltd.", and announced its "Shop + Dealer + retail service provider" of the cloud business retail model.

In the Amazon platform model to achieve the profit of the drum pushed, many electric dealers have started from the vertical to the comprehensive platform of the electric business transformation. Only this time Jingdong Mall and Suning easy to purchase will focus on the platform operation of the move, so that Alibaba, Beijing-east, suning three major electric dealers, "Tri-Kingdoms" market format looming, they become the "first echelon" of the industry.

It is in this context, subordinate to the second echelon of the Xun network has also begun to actively attack. In addition to Xun, the second echelon of the electric business also includes Amazon China, Dangdang, Gome and all customers prudential goods, they are how to view the three major electric power platform of the dispute? What are they doing in this reality?

Amazon indifference Dangdang Helpless

Since the 2008 profit, Amazon China has been slow and steady development at its own pace, regardless of the bustling electric business war, and never advertise. However, the early entry into China and realize the profitability of the Amazon is now behind Alibaba, Jingdong Mall and Suning easy to buy, become the second echelon of the electric business enterprises. For Alibaba, Jingdong Mall and Suning easy to buy from behind, as the domestic electric business model of the Amazon China seems to disagree.

Last October, Wang Hanwa, the original president of the Amazon China region, proposed leaving at that time the domestic electric business war intensified, and Amazon China's vice President Zhang Jianjian said, "Domestic electricity dealers are more focused on the development of industry, but how to develop very healthily, should not use the growth rate as a measure of standards, this is worth discussing." ”

Zhang Jianjian also said that Amazon's current layout is actually more about building a better mechanism for Amazon to become a long-distance runner for electric dealers, rather than a sprinter. So he believes that to measure an enterprise in the development of emerging markets, can not simply look at the growth rate, but see whether the mechanism can let the market accept, this is the business operators to think about.

Zhang Jianjian's Amazon mechanism should be its sound development strategy. Amazon China has always attached great importance to the construction of infrastructure, Amazon's technology services and supply chain systems in the industry leader.

By virtue of the "Big Brother" identity, Amazon China does not seem to have Alibaba, Jingdong Mall and Suning easy to buy in the eye. Amazon rarely advertises, does not participate in price wars, and is very low-key in marketing. Today, Alibaba, Jingdong Mall and Suning easy to buy the market began to grab the cake, Amazon China has not introduced any new initiatives. The news that Amazon's Kindle products will be listed in China early this year has not come true.

E-commerce observer Ruzenwang points out that Amazon lags behind Amazon China's lack of localization. Amazon's cross-border trade has been swept away by ebay and lacks a strategic core and no strong breed.

Analysts said that because of excessive stability, Amazon China in recent years has missed the open platform, E-books, community business, such as the golden opportunity for innovative business, in the electricity price war is also ambiguous attitude, resulting in the loss of some users. If Amazon still takes a "dismissive" attitude and does not actively respond to challenges and competition, the "Big Brother" who leads the local electricity dealers will be overtaken or even eliminated by the latter.

There is no movement in this platform war and Dangdang.

With the cat, Jingdong Mall in the same period of the Open platform Dangdang also counted as the pioneer of open platform, but now, has transformed into a comprehensive shopping site when it is no longer the focus of attention.

Dangdang on March 7 issued a financial report, 2012 net revenue of 5.194 billion yuan, an increase of 44%, the loss is up to 444 million yuan.

Dangdang's rapid expansion and radical competition doomed today's losses, but also for its second echelon to bury the foreshadowing.

Nowadays, there is no other way to be viable than to start a price war. This March, when a variety of discount promotions were launched, launched 400,000 kinds of books 50 percent after the price war, but also launched 150,000 major secondary school textbooks and reference books full 100 minus 15, 150 minus 30, full 200 minus 50, 400 minus 100 of the rebate activities, preemption is called "The last piece of the book Industry Virgin Land" Online Textbook teaching Auxiliary book market. And in March 12 to March 18, Dangdang also opened a new round of the department store discount activities, from men and women apparel to outdoor sports and home textiles, from the beauty of food to 3C digital, and so on, the scope of a larger, cheaper clothing, mother and child, home textiles and other categories of commodity prices war ensued.

Will Dangdang win the fierce platform war with a round of price wars? Obviously not.

"Price war is only a temporary sales promotion means, and can not as its main competition and long-term means, one day, consumers will fatigue, service competition is the future of electric business enterprises." "China E-commerce Research Center analyst Mo Dai Green said.

Insiders pointed out that today, there is no operating characteristics of Dangdang also have no other way.

Tencent pursues Beijing-east walking on legs

In the face of the competition of the platform of the major electric power companies, Tencent Electric Power company more energy but put on to build the self brand.

Not long ago, Xun Network CEO Bu Guangzi said, in order to make the Organization more focused on goods and logistics service capacity building, to create a better online shopping experience, and further enhance the Xun of Word-of-mouth, will be Xun organizational structure adjustment, the new establishment of electric business headquarters, logistics Headquarters, Enterprise Development Department and Management Committee.

Bu Guangzi in the mail to all Xun employees said: "In the next 3 years, if Xun do not enter the industry's top three, it can only face the fate of the industry eliminated." 2013 was a crucial year for the Xun network, we will impact and challenge 15 billion to 20 billion of the sales target, in addition to continue to maintain the logistics experience and low reputation of the core competitiveness, we will also focus on ' category expansion ', ' service promotion ' and ' boutique optimization ' to carry out the relevant strategic deepening. ”

Bu Guangzi to reporters, according to Tencent's "proprietary + open" strategy, Xun assume the standard category of self-employed work, from 2013 Xun began to expand the purpose of self-employment, commodity sales department to upgrade to the division, put more talent and resources to expand the category; Xun original main 3C digital, this year will increase the pace of category expansion , so the original commodity Operations department in accordance with different categories (3C digital, home appliances, mobile phones, daily necessities) to expand into the division system.

From the initial development trajectory of the Xun network, Xun Network is also following the footsteps of Jingdong Mall, from the 3C class of electric dealers to the integrated electrical business. Today Jingdong Mall open platform, really embark on a comprehensive electric business platform Road, Tencent will also be in accordance with the trajectory of the Beijing-East development?

In the open platform strategy, Tencent Electric business and Jingdong Mall is different. In fact, as early as Tencent's acquisition of Xun Network, Tencent Electric business has its own QQ online shopping, and last July launched an open platform, QQ shopping has been connected to Xun Web page.

Tencent electric business side to create proprietary type of electricity commodity licensing, while steadily advancing the development of open platform, to walk on a walk to catch up with Jingdong Mall and Suning easy to buy.

The choice of the two-pronged and Gome electric. As we all know, Gome has been online with the Bowser network two lines to carry out business expansion. Not long ago, Gome online and its Bowser shopping network between the Running-in finally settled, Bowser realized with Gome online two Web site membership information and the entire shopping process of comprehensive integration, the site comprehensive revision and replacement logo after the online, the two sides will achieve a thorough resource sharing.

Gome Group Senior Vice President, Gome Online chairman Guixian said, Gome Electric Online mall owners do Gome's proprietary business, Bowser network focused on the open platform business, bearing the responsibility of Gome's profits, its electric business development in the process of strategic position is very important. At present, total SKU of Bowser commodity (product category) has exceeded 2 million.

Shangui also said that the integration of the two platforms is only the first step in the integration of Gome, the future will also launch a series of measures to "practical action" to bring consumers a better shopping experience.

Although Tencent Electric and Gome are on the two-legged walk, both main and open, but it should be pointed out that they have their own focus.

From the importance of Tencent's electricity quotient and Xun network and the frequent action of Xun network, self is the focus of its current work. Although the Xun network in the category of expansion, to create a comprehensive category of shopping sites, but it is mainly proprietary mode. Gome Group senior vice President Yang said, Gome is sure to do their familiar things, to the home appliance sales as the core, Gome's stores will only sell home appliances and home appliances peripheral products, and as for Gome online, it is the extension of the store online.

Every customer sincere goods retreat

It is worth noting that the second echelon of the electric business enterprises there are all customers prudential products. Operating apparel products where the customer sincerity is also regarded as a myth of the electric business industry, in the major electric dealers scrambling to seize the platform of this market cake, where the goods but chose to exit the competition.

In fact, age has also been very optimistic about the platform. The third party v platform was born in the second half of 2010, where guests try to build a fashion brand gathered online mall, which pushed up the total number of customers SKU (product category), the highest ever reached 240,000, selling products from T-shirts, canvas shoes to Accessories, cosmetics, household items, and even a mop and a kitchen knife.

Under the impetus of capital, every customer even starts from a brand to try to turn to be the platform electric quotient, in order to exchange bigger scale and faster growth speed.

The excessive expansion has brought a heavy blow to every guest. where the end of 2011 inventory reached 1.445 billion yuan, the total loss of nearly 600 million yuan. At the beginning of 2012 everyone tried to ease the pressure of the capital chain by shedding blood on the market, but failed. At this time, age to realize the seriousness of the problem, but also he re-examined the location and development of the direction of visitors.

After a year of management reform, aged suddenly realized that, as long as return to brand common sense-fashion brand management common sense, with inventory turnover efficiency to balance the scale and profit of common sense-every customer can get rid of the magic curse of E-commerce, can be scaled, but also profits.

So, as the major electric power companies turn to the platform, where customer prudential products are to the traditional brand clothing business thinking of the transformation: effective control of the supply chain, set up a data center to establish a circular feedback mechanism, consumption-oriented, according to the data quota quantitative, finally let the inventory turnover reached the fastest.

2013, where customers will focus on building two supply chain: the basic clothing production-oriented low-cost, large-scale supply chain, and a variety of small, fast fashion style apparel production-oriented rapid response supply chain.

This model will circumvent the cat, Jingdong, suning and other large platforms direct competition, at the same time its early by large capital and a large number of cheap traffic to promote the scale of the platform, but also to drive its brand volume, can be called retreat.

Can be a customer to promote their own brand model at the same time did not give up the V platform, where the customer is still in the Amazon mode and the independent brand mode to swim between?

In this respect, old said, every guest will unswervingly do its own brand, v just profit supplement, "It is clear to earn money, I do not spend energy, there is no need to maintain the purity of my model and give it up." ”