Price war forced back "Non-mainstream" part of the fund began to return to the traditional project

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The 2012 electricity market, can definitely use the word "tragic" to describe. The number of Internet users in China is 538 million, yet the huge potential consumer market appears to be a frequent failure of electric business enterprises. In order to scramble for the market, the electric dealers have to spend huge sums of money to defend their territory, facing the mainstream of the competition, many independent operators and "Non-mainstream" small and medium power, the price war dragged into the mire.

Independent operator loses "very hurt"

The recent Jiapin network redundancy information caused widespread concern, Shanda's product network, NetEase's netease still goods and other business conditions are also worrying, luxury products, the Web site in deep development bottlenecks.

Luxury sites are definitely not the only ones injured. At this year's IT summit, experts have pointed out that in the 2012, the online shopping habits fostered by Consumer-to-consumer will usher in an explosive growth of the manufacturers. More than half of 2012, but many of the company's Web site in the price war, business downturn, and the line and wandering.

According to China's E-commerce Research Center monitoring data, as of March 2012, China's business network shopping market, the number one is the day Cat Mall, accounted for 51.3%, Jingdong Mall ranked second, accounted for 21.9%; in the third place is Amazon China reached 3.4%; Follow-up 3 to 10 ranking for Tencent, Suning easy to buy, Dangdang, Xun nets, where customers prudential products, Bowser nets, new eggs in China.

Rank does not represent profit, after the last round of capital crowded into the electric business sector, many of the company's website "Money" is indeed not optimistic. A few days ago, Alibaba Group chief market official Shuai on its personal micro-blog, said that the money of the electricity quotient, are in Taobao, although some extreme, but also said that most of the electricity dealers on the side of the loss of money on the enclosure of the status quo.

According to the publicly reported data: Jingdong Mall 2011-year loss of nearly 1.2 billion yuan, gross margin of only 5%; only 2011 net revenue of the goods will be 227 million U.S. dollars, net loss of 107 million U.S. dollars, its procurement costs of 80.9%, warehousing logistics, marketing, technology and content, Administrative management and other marketing costs accounted for 33.6% of the total revenue, in this case, the loss is almost inevitable, "although the daily sales of nearly 6 million yuan, any customer prudential products have been in the loss." "It is understood that every customer's losses from the 2010 fiscal year 68 million yuan soared to 2011 fiscal year, 486 million yuan, there is research shows that, where the advertising costs high, each sell a garment, which has 10 yuan of advertising."

August 9, Dangdang CEO Guoqing said, to his account, Liu (jingdong) of the money almost burned out. "The capital of China's electricity dealers, except for the time being, should be almost all burned," he said. ”

Famous electric dealers encirclement and suppression of independent business

It eminent person Dongxing judge, the second half of the electric business conference will be more brutal. At the end of July, Dangdang began to let the million yuan, trying to use the most fierce price war to Beijing East and the day cat take, in order to and the cat 813 to promote competition, they will have ended on August 6 to extend the activities to 13th. On this, the days of the Cat Mall no weakness, 813 of the bottom of the price to attract a large number of consumers, sales began only 10 minutes, sold 40,000 packs of diapers, in the second half of the measures, days of the cat said "upfront investment 1 billion, not capped." Yesterday, Alibaba internal staff also told reporters that the day cat riveting enough to be in the market to kill a crowd, on this, will invest heavily. For burning money promotion, the cat is absolutely "not bad money." Information shows that since May this year, the cat Electric city has accumulated a total of 400 million yuan for consumer and business subsidies, of which 200 million yuan business subsidies.

Jingdong and Suning are willing to buy the other side shock out. Beijing East is also encountering the main battlefield of Su Ning easy to buy price siege, at the same time, because Jingdong has been exploded to extend the settlement cycle of suppliers, in response to this, suning Tesco specifically proposed 7-day settlement cycle, subversion of electricity business platform 60-90 days of the settlement cycle of the unspoken rules, directed to Jingdong

It is understood that suning easy to buy through the existing physical store advantages, through the Self-built warehouse, exerting three or four lines of the city. In order to ensure the annual target of 20 billion yuan sales, the price war in the second half is the continuous strategy of suning.

At the same time, Gome is also unwilling to be outdone, its early layout Bowser network and new Rui Mei development Gome Electric Online mall, and when cooperation against Jingdong, in early August, Gome's online mall activities, also maintained its consistent low price style.

"Non-mainstream" electric dealers will be accelerated out of the

Affected by the history of "the most fierce price war", the past as the consumption of the off-season two quarters, this year but strong performance. In the two quarter, China's online shopping market was 268.37 billion yuan, up 17.6% from the first quarter, up 51.6% from a year earlier. Among them, the business market size of 89.35 billion yuan, the chain growth of 43.7%, year-on-year growth of more than 140%. However, the vast majority of "non-mainstream" small and medium-sized electric dealers, but in the outbreak of the market, accelerated to give up their hands of the cake.

Under the pressure of another round of price wars, the development of small and medium power operators has been stretched. According to statistics, the top ten in the market share of the manufacturers have been more than 94%, other small and medium power market share than the first quarter of 50%, only occupy about 5% of the market share. Industry insiders believe that, with the second half of the new round of price war, small and medium-sized electric power business will not have a foothold.

There is news that the red child is with suning easy to buy matters, and the main high-end apparel brand Massamasso also in Suning merger sequence. Although the news has not received a positive response, it also reflects the deterioration of the CLP from the side. The website of the Web site 100 after the suspension of the site operation, and fell into a storm of wages, according to media reports, a staff member said that the company's staff has been reduced from the beginning of hundreds of people to 50 people. The number of group-buying sites is decreasing monthly, according to the group's 800 latest report, as at the end of June, the number of domestic group buys 2,976, compared with 5,058 in the peak period of September last year, reducing 2,082.

The hard-propped electric trader believes "the remnant is king" and "the industry is expected to pick up by the first quarter of next year," said a founder of the electricity business. However, after the crazy bubble group purchase burst, after the luxury website frequently into operation Crisis, a lot of money began to return to the traditional project. In the industry, the "price war" is to bring a lot of negative impact on the industry, the electric Business enterprise management, after sales and rapid growth of the revenue gap, user experience reduced at the same time for the site's own development of hidden dangers. The best status of the electric dealer is "sustained and stable development", rather than the swarmed "Great Leap forward". (Responsible editor: Tanxiaobing)