The channel game of the people, the strong win

The former array in helping a company to do business, the final project did not pass, one of the larger reason is the channel conflict, manufacturers do not support. Even a manufacturer famous for innovation and an early attempt to e-commerce is not allowed to their own goods in the http://www.aliyun.com/zixun/aggregation/7682.html "> online sales, this attitude I really did not think." As we all know, 3C industry of this kind of business and channel conflict confrontation is very strong and obvious, in addition to the IT vendors often to ban the goods, communications and home appliances manufacturers also exist this phenomenon, mobile phone manufacturers Dopod and home appliances manufacturers have been to sell their products, the consumer has been punished and refused to sell. And I wonder why, in other industries, this conflict of channels is less obvious. such as books, online prices are usually priced below 80 percent, the price impact on the line is even greater, but rarely heard of the publishing house blocked when outstanding. Yesterday consulted a distinguished predecessors, only to understand the problem, the problem lies in the offline and online influence on the channel, we may wish to make a comparison.

Online and offline impact on channels:

The annual sales of the National book Retail is only 20 billion yuan (excluding the industry users such as school textbooks), the 20 billion is divided by thousands of publishers and booksellers, which, when the business of selling books such as excellence accounts for almost 10% per cent of the market, does not have the power to press too much pressure on publishers, The dominance of the industry chain is not strong enough, when excellence can be very strong. and the quality of the book is the most suitable for online sales, the type of price and more than under the line has a great advantage, so the book to the three-digit annual growth rate, when the excellence in the book industry chain will only become more and more high.

And in the 3C industry, the leader of the 08-year sales in Beijing east, but not 1.4 billion, Gome's sales are 120 billion, zhongguancun shipments in more than 60 billion, of which retail 20 billion or so, 3C consumer TOP3 add up the annual sales not more than 2 billion, and less than a Zhongguancun retail 1/ 10, compared to the entire 3C market in China, the business is drop. and 3C industry chain of control in the hands of manufacturers and distributors, they want to protect hundreds of thousands of dealers, after all, compared with the company, the former is their main shipping channel.

Line to the channel rebound:

The competition in the book industry is not particularly fierce, the largest offline retailer is a Xinhua bookstore, but the Xinhua bookstore is a state-owned enterprises, in a competitive sense and attitude is not high enough, other private bookstores on the upstream more than the right to speak, and because of geographical dispersion they will not have resonance.

3 c industry under the line of competition has been hand-to-hand, the store thousands of dealers in the sale of the same goods, spelling is the price, reaction speed and competitive attitude, not to red focus on the competition can not survive, but also caused their opponents to the strength of the counterattack. And the concentrated nature of it stores makes it easy for dealers to embrace the model that they consider to be damaging the business.

But don't forget, the growth rate for the business is three digits, and it stores can maintain double-digit growth rates, and at this geometric level, the market share and the store is shrinking fast. Take a look at our foreign counterparts, the United States new egg nets in some products online, has accounted for the overall U.S. sales of 20%, in the game with the manufacturers also won. I believe that China will be able to achieve in 5-10 years, the line and line of the industry chain position will naturally reverse. After all, the new things can not be stopped, either to occupy the channel, or be replaced by this channel. North America, Europe, Australia's traditional businesses, are actively engaged in the business, website and promotion are professional, the price is lower than the real store, and make full use of the physical store to carry out their own and query services. I think, at this point domestic businesses should not blindly resist, should learn to change, although the change is painful, but who first change, who took the initiative.

A Big brother recommended this book to me, the chairman of Hailong Group, Mr. Lu Ruiqing, "interpretation of Zhongguancun one." After reading, benefited a lot, but also indirectly from the side to verify that I have always been a point of view. Mr Shih, founder of Acer Group, the famous Smile curve theory, why is it not tenable in China? First of all, let's look at the meaning of the Smile curve Theory: Research and development design in the upper left corner of the curve, manufacturing production in the curve of the small side, marketing retail in the upper right corner of the curve, forming a smile expression. In other words, marketing retail should have high value-added. But why is the retail side of China's IT industry unprofitable? Why is the price war in China's it stores more serious than any other industry? I think the problem is in the IT store model. It stores are China's unique model, an IT store thousands of distributors, the same product positioning, and there is no good marketing methods and capabilities, price war is the simplest and most effective. Counter-view foreign countries are best buy;pc World;b&h;beach camera such 3C and it chain operation of the world, completely self-employed, the pursuit of profit margins. And the chain of business is not like China to open the shop, each has its own customer base, will also play a limited price war, but not like domestic it stores as high density, internal competition unlimited price war, which is benign competition and vicious competition difference. Foreign good market environment, but also to protect the profitability of the business, which is why the U.S. new egg net can have more than 10% gross profit margin, and China's 3C is still trying to achieve 5% of the gross margin of one of the important reasons.

Finally, because of different angles, thinking about the future is also different. Mr Lu Ruiqing that China's it stores have at least 20 years of development space, and I think that in 20 years, it market share will be the United States, such as Gome suning 3C chain operators and Beijing East new eggs such as the company to eat away. Perhaps Zhongguancun will still exist, but the function may be gradually converted from retail to wholesale distribution, the proportion of retail sales shrink to very small. Not only because of the impact of the new model, the credibility of the crisis is its Achilles fault, Zhongguancun has overdrawn the consumer's confidence in their own quota. Who knows, after all, we are always in 5 years to happen in the estimate of too optimistic, and 5 years after the things to be estimated too conservative, hehe. The Ant Xiong the war with the elephant, let's wait and see.