Rebate: Needed "little brother"

Business Roundtable Round Table guests Ge Yongchang return to the network CEO Wu Zhixiang with the network CEO Zhang Chunhui Matsumoto Capital investment director Cheng Senior Media Rebate mode, for the electric Business Drainage guide users, and then from the return of the profits from the electricity dealer part of the profit to consumers, this benefit-divided chain looks logical. However, the "parasitic" type of front-end flow of the entrance, in large electric dealers price war brutal competition, it is difficult to grow and develop. Why is that?　　This round table invites practitioners, electrical dealers and independent third parties to discuss this topic.　　is rebate inherently "passive"?　　South: The profits of the electric business is getting thinner and weaker, instead of returning the rebate website, it is better to give the consumers direct benefit, from this point of view, the rebate model seems to be born in the role of "passive", do you agree? Ge Yongchang: Passive or not, depending on the flow between the two sides. When the flow of their own large enough, rebate site is not passive. In essence, rebate mode belongs to the cost of advertising.　　From the current domestic electricity business competition, although a lot of losses, but this does not mean that there is no need to advertise. Rebate model in the United States has more than more than 10 years of history, in the long run, I think this is the most potential business advertising mode. China has not yet a very large type of company to produce, is with the maturity of the electrical business has a lot to do. China's electricity business has only begun to mature in the past two years, and it can be seen that these two years are also the fastest growing period in the industry.　　I think the market capacity of this industry is very big, can produce a company with enough influence, now it is only a matter of time.　　South: When the monopoly pattern of electric power business is formed, the mode of rebate net may become the chicken's ribs, and the rebate mode will lose its existence meaning? Ge Yongchang: I think it's hard to say. Taobao sales have been very large, and still work with us.　　And, in the long run, I don't think I can see a single big picture in China. At this stage, the rebate network plays the role of the electric salesman, we are trying to let the rebate network play a role in consumer agents, so that consumers have a mutual exchange of Third-party platform. For consumers, in any electricity consumption, there will always be dissatisfied with the time, then we can intervene to provide protection for consumer transactions and dispute mediation. This is also a trend in the international, Google (Weibo) has just launched the integrity of business certification services, but also provides a maximum amount of 1000 U.S. dollars "purchase protection."　　When consumers have been cheated by Google's integrity business, in addition to access to Google's assistance, there is also the possibility of getting Google's full compensation.　　To return the benefit plus the South are: we see some rebate mode of the website, there is a network of cooperation with the figure, the same way network mainly want to achieve what role? Wu Zhixiang: In the long run, I think the rebate model has its value, the key is at this stage, on the one hand, the price of the electricity business played too much, on the other hand, some of the return of the site itself, the integrity of the problem, the two factors interaction, on the return of the site will have a short-term development impact We've been watching thismode of development, until recently began to try to work with the rebate model of the Web site, currently accounted for the proportion of our sales is very low. Rebate site is the core of the competition scale and flow, the strong constant strong.　　So the same way network will choose a few relatively large rebate site to cooperate. South: From the Meager b 2C profit, but also to squeeze out profits to users and distributors.　　How can this model achieve long-term mutual benefit? Wu Zhixiang: As a power supplier, we need not only the orders brought by the rebate website, but also the additional value added. In addition, the rebate site can be combined with shopping search, not only to consumers rebate, but also to carry out shopping comparison, become a vertical search platform, become one of the import, this is the foundation of long-term mutually beneficial cooperation. For the online travel industry, we can see where to go, not only to pay attention to booking hotel tickets, but also to do a similar rebate model, and can do price comparison.　　I think it is worth to return the website to study and research. As for the Third-party platform for consumer agents, I am not very optimistic. Because consumer complaints processing is a very complex process, we as the electrical business itself has acted as a consumer complaints integration role.　　Rebate mode of the site again to play this role, the value is not big. "Parasitic" type of growth of the tactic South: in the era of electricity quotient is not mature, rebate site There is a certain degree of space.　　But how far can the model of "parasitic" as the initial entrance of the electric merchant chain go? Cheng: NET buys the website to return the benefit the recognition, is as one kind of market competition intense period strives for the user the expedient method. Once the market is fixed, why do we need a parasite that does not provide any value and will only Maur?　　Online shopping site can be directly subsidized by their own way to directly attract users. and rebate mode provides the entire transaction process, does not add value for the electricity quotient, the only value is that the user has benefited. Without the core competencies, anyone can do it, especially those who already have a large number of users, even less need to take this approach.　　So this model as an independent business I think hard to long. Zhang Chunhui: Rebate site is the core of the use of their own traffic for the electricity business site diversion users, to earn commission purposes, which for the portal or vertical type of site equivalent to the "advertising revenue." However, if a special rebate site, I do not think it is very meaningful, because the site itself needs to buy through the way to obtain traffic, competitiveness far worse than the above portal or vertical Web sites, the development of space is limited. So I think rebate website will fall into a "buy flow", "sell traffic" cycle.　　Further look at the domestic situation, if it is 360, Baidu (micro-BO) and other Giants launched rebate products, I think the competitiveness will be far higher than the ordinary entrants.　　South: In the electric chain, you think rebate mode if you want to develop bigger, the key is what? Cheng: In the absence of Solom o and other factors to join the simple rebate, does not provide additional value is not done. In other words, solom o These factors are the core, and the rebate is just aSkin。　　If such a site to the SN s close, that is, through the interpersonal recommendation of the mode of group buying, I think there is a better future, it seems that the United States already have similar sites. Zhang Chunhui: Combined with the current rebate website situation, I think it can be bigger, the key is the following these points, the first is the rebate site is a low-cost source of traffic, whether the second has a great user stickiness; third, the settlement is convenient.　　However, in fact, O2O mode of rebate site, such as discount voucher type, or there will be opportunities, the key is to see who can solve real-time split, when users offline consumption, users, businesses, rebate site, the settlement platform, while sharing revenue. Interview: South reporters Xu Xian Yunan are illustrations: Song Xiaowei point of view PK Ge Yongchang: "We are trying to let the rebate network play a consumer agent role, so that consumers have a mutual exchange of Third-party platform for consumer transactions to provide protection and dispute mediation." "Wu Zhixiang:" Consumer complaints processing is a very complex process, we as the electrical business itself has acted as a consumer complaint integration role, rebate model of the site again to act as the role of the value is not big. "Cheng:" In the absence of Solomo and other factors to join the simple rebate, does not provide additional value is not done. "Zhang Chunhui:" O2O mode of rebate site, such as discount voucher type, or there will be opportunities, the key is to see who can solve real-time split. ”