Ruijin-lin Theory of evolution: fading from the Operation Market to the integration of the electric business

Article: Investment community Hui

For Shell, Forever21, Cofco, Dove, Lee Kum Kee and other well-known brands to do electric business on behalf of the Ruijin company is the role of the Electronic Business integration service providers to transform.

On the one hand, this is the Ruijin Lin initiative to change a "revolution"; on the other hand, it is also the future development trend of the electric business industry--the traditional enterprise's self-built electric business platform and the rapid rise of the O2O mode have squeezed the traditional electric operators to live space.

Anshui founder of Ruijin-Lin

"The 2014 's will kill a large number of companies, and ultimately will not survive more than 10." Anshui, founder of Ruijin, said in a recent media conversation.

And after the transformation of Ruijin Lin is in clothing and automobiles and other fields for entry into the O2O business. In addition, the mining of consumer behavior data will be the company's future development priorities. In Anshui's view, the company's huge cost of research and development of ERP and social CRM system will become the transformation process of "killer."

Fade out on behalf of operation

Founded in 2009 by the Ruijin in the past few years, mainly for clothing, automobiles, FMCG and mother and child, such as the four major industries of the traditional enterprises in the day Cat (Taobao Mall), Jingdong, a shop and other E-commerce platform to build flagship store, the development of official website, day-to-day marketing management, customer service and order Processing services.

Anshui pointed out that if the generation of operations as an E-commerce channel, then its future development will encounter obstacles, the future will certainly be replaced.

"On behalf of the operation has a very clear background of the times, in this context, the traditional brand of E-commerce defined as selling goods, cleaning up the inventory platform, and this era at the end of 2011, the beginning of 2012 has been over." "Anshui said.

Of course, do not want to become a pure "sell goods" company, to some extent, is also the Ruijin Lin out of "on behalf of the operation" business reasons.

Transition to electricity business integration

In May 2012, Ruijin received a round of nearly million dollar financing from the SAIF Asia Fund, and started developing IT services and CRM platforms. To some extent, the intervention of the capital side also provides the worries for the current transformation of Ruijin Lin.

In fact, after the operation of the fade, Ruijin most want to do is to help traditional enterprises to achieve the electronic transformation of commerce, including channels of E-commerce.

Ruijin is currently mainly in the fields of clothing and automobiles to try O2O business. Anshui that O2O's value lies in the chain of members, goods and payments to form different solutions. It is necessary for the development of O2O to realize the coordination of the line, so it is very important to deal with the benefit distribution between the distributors.

In the future, Ruijin wants to be a technology-driven data service company. However, in the upcoming 2014, Ruijin will continue to take a multi-channel strategy (cat, Jingdong and other electric business platform), and the soup to move the end. (Hui)