The cold thinking behind the boom of electric business Times

Recently, E-commerce companies seem addicted to the holidays. Day cat, Taobao "Double 11" set a 19.1 billion turnover, "double 12" war drums yesterday again. The 1 trillion trading figures released last week by Alibaba Group are no longer able to ignore the surprises of E-commerce.

When the national consumer is intoxicated in the online promotion War of happiness, when all electric business enterprises immersed in sales data sharply gain weight, we should be more early for Chinese tens of millions of manufacturing enterprises in the era of E-commerce profit model thinking? Is it time to think more about the future of China's consumer market pattern?

On the day of the "double 12", the Nanfang Daily reporter delves into the electrical and manufacturing enterprises and explores the answers.

Nanfang Daily reporter Sheith Jia Deng San Yao Liu Yan Trainee reporter Tangliuwen

The "Double 12" is quietly attacking

The electric business industry has broken the "Chinese e-commerce can not exceed the credit, payment, logistics three mountain" prediction, is driving and forming a new wave

"Double 11" The smoke has not dispersed, "double 12" has quietly hit.

The folding bed for the "double 12" is lined up and lies in the meeting room of the electrical appliance. 11th night, marketing and customer service staff are working overtime overnight.

"A lot of people will be rushing to submit orders before the wee hours. "Wang Han, assistant director of electrical appliances, told reporters.

Yi Product is a brand-name enterprises to provide E-COMMERCE outsourcing services company, in its Guangzhou Tianhe Software Park Office, the wall display sales figures are constantly beating, less than a quarter of an hour has grown 50,000 yuan.

Taobao data show that yesterday zero, 110 million users at the same time online, waiting for "double 12" activities kicked off, 1.1 million sellers will be the night of the battle.

Where the customer sincere product to the reporter exclusive disclosure, as of yesterday 18 o'clock, "double 12" total net sales number reached 500,000 pieces, an average of 28,000 per hour.

According to the law, the logistics peak time lag in the promotional time, but most express companies have been in the "War preparedness" state. Shentong Courier Liu Mangu told reporters, "Double 11" after a week, 200 square meters of the retail outlet has been in the state of the explosion, "are quickly piled into the road!" ”

Taobao home, "10,125,088 items are preferential" and other "double 12" theme ads constantly stimulate the consumer's nerves; major electric platform launched the "One Love to the end", "12 to love the Month", "Crazy Rob Festival" and other promotional activities; Jingdong Mall will 12th named "Member Care Day", the main "white suit the United States", That is, the price of Chinese cabbage, service upgrades and beauty send express activities.

Huang is a Taobao jewelry store boss, she told reporters, for "small and beautiful" shop, "double 12" is undoubtedly their gospel. Whether for the brand of the cat business, or Taobao on the "small and beautiful" shops, "to engage in a similar" double 11 "activities, sales will be dozens of times times. ”

"From the current situation, the" double 12 "sales will probably be 4 to 5 times times the usual, should not be able to catch up with" Double 11 "sales. "Wang Lixing, marketing manager of the market, said. Taobao "1212 different Amoy" activities, "on the retro addiction" item there are more than 16,000 items, and it is only "beautiful" under the 9 small items.

Huang said: "Although the 12th sales are about 3 times times the usual, but the network smooth, pay smooth, there will be no" double 11 "that the fierce scene. ”

Since 2009, the cat launched the "double 11" promotional brand, a short period of 3 years, "Double 11" has been completed from promotional brands to a kind of industry collective behavior, or even a business phenomenon of the evolution. This year, Suning easy to buy, Jingdong Mall, Dangdang and a shop and other electric business platform have joined the "double 11" promotional army.

November 15, Jingdong Mall announced its "double 11" period of 3 days sales of 2.5 billion yuan, the total order of more than 4.5 million orders. Dangdang also announced its "double 11" record, the whole day sales over 100 million yuan. At the same time, Suning easy to buy, Gome Online mall are revealed, sales year-on-year growth of 20 times times and 7 times times respectively.

Last week, Alibaba Group announced that the group's Taobao and the day cat turnover of the year has exceeded 1 trillion yuan. China's electric business industry has broken people about "China's e-commerce can not exceed the credit, payment, logistics three mountain" prediction, is driving and forming a new wave.

From the Battle of the lines to the ranking

A year or two ago, there are still many manufacturing enterprises in order to enter into E-commerce is not before, blink of an eye E-commerce has been completely not a simple sales channels to supplement

E-commerce has infiltrated every ordinary people's life, become a new huge wave of the whole society. Some people even think that 2012 is the year of China's electronic commerce, China's consumer market pattern is mutating.

One worth pondering story is, in a Guangdong province on the development of Electronic Advice forum, Guangdong department store giant Friendship group representatives sitting in a pile of electric business enterprise, emotional indignation, "our traditional retail although downhill, but you can not abandon us!" ”

Has the new era come?

The National Bureau of Statistics shows that last year the total number of social consumer goods retail sales over the trillion provinces in Guangdong, Shandong, Jiangsu and Zhejiang province only 4 provinces. And that means, Taobao and the cat more than 1 trillion yuan of sales can be ranked last year in the provincial social consumer goods retail Total 5th, this figure even more than the most highly ranked Yunnan, Guizhou, Gansu, Xinjiang, Hainan, Ningxia and Qinghai, 7 provinces of the total retail sales of consumer goods.

Careful recall, just a year or two ago, there are still many manufacturing enterprises in order to enter into E-commerce, how much effort to invest in e-commerce and other issues debated, not before. Tcl fully into E-commerce and even peer-cold.

In the blink of an eye for one or two years, E-commerce is not a simple supplement to sales channels. Taobao data show that this year, consumers in Taobao and the cat's clothing shoes bag consumption of more than 300 billion yuan, accounting for Taobao and cat total turnover of 30.3%. Compared with the National Bureau of Statistics on the total retail sales of consumer goods, this volume has been equivalent to 36% of the country's apparel shoe bag consumption.

At the same time, Alibaba, Beijing-east, Suning easy to buy, Tencent, such as a number of platform electric dealer rapid expansion, the only product will, Dream Bazaar, walk Show network, such as a large number of vertical electric dealer rapid rise. Competition for trading volume, the position of the fiery scene is showing the vitality of e-commerce and rich and diverse, it is like a beast, is eating the traditional pattern of consumption.

"Online shopping once accounted for the total retail sales of consumer goods 5%, will cross the tipping point, showing the potential of the outbreak, and began to have a global impact, to change the Chinese retail business pattern of the starting point." "The Chinese Academy of Social Sciences Information Research Center Secretary General Qiping that."

In fact, the proportion of nationwide online shopping is approaching 5%.

In the past more than 30 years, a basic form of China's domestic demand pattern is "vitalize", that is, the distribution network layout as the main body, taking into account the regional demand, which means that the circulation of commodities is lagging behind and the cost increases, and with the formation of online trading, information technology in the field of application, can accelerate the circulation industry technology innovation and technological progress, Improve circulation efficiency and transaction efficiency, and then reduce the cost of circulation.

Therefore, more and more people have realized that E-commerce has been to a critical period from quantitative to qualitative change, in the Internet environment, driven by new consumption, e-commerce from a new business model, gradually into the mainstream mature business model. With its powerful data processing ability and vigorous situation, it will become a driving force for the rapid development of modern logistics and other related industries, the deep changes in retailing and service industry, and the great power to promote the profound transformation of the whole supply chain system, which is the great impetus to stimulate domestic demand and promote the adjustment of social economic structure

This understanding seems to have been recognized by society and began to enter the government vision. Beginning of this year, a number of provinces in the country to accelerate the pace of e-commerce development: Guangdong under the big push for a government-led "steady growth" activities "Huo online"; Hangzhou released the "Twelve-Five" E-commerce development Plan, will establish "Hangzhou Electronic Commerce Research Institute" and other relevant institutions to solve the urgent need to solve the problem of talent; Xiamen from the comprehensive support of funds, the introduction of a series of measures to reward subsidies cover from the tax to all aspects of the rent.

Some local leaders have even personally led the country to lobby for potential power dealers to land in their area of competence. A business owner who entered the top 20 of the national trading volume told reporters that this year's reception of the City team has dozens of, which has come from Chengdu, Tianjin, such as the big cities, there are Kunshan, Wuxi such a prefecture-level city.

E-commerce is no longer a simple business model, and then become a new pursuit of regional development.

Depth

Will online promotions

Impact on manufacturing profits

Is it going to make a big impact on manufacturing?

In Jeanswest International (Hong Kong) Co., Ltd. Network shopping business senior manager Huang Weiki, the early years of the entire clothing industry expansion of inventory pressure, the current E-commerce platform price war material basis. Clearly, manufacturing companies are not the real drivers of this price war.

Foshan Chu Changming, vice president of the Network Technology Co., Ltd., said that it is not time to play a price war. With Taobao to create high-end brand of the day Cat Mall tilt, as well as the Chinese consumer's ability to upgrade and mature, the electric business should not be a low price promotion.

"The competition between platforms is so intense that some platforms even force brands to make some big discounts," he said. "Huang Weiki told reporters that the electrical business industry's threshold is getting higher, the electric business platform for earning traffic, competing for the status of the industry, may be part of the cost to the platform of the merchants, so the manufacturing should be in the new market environment to consider how to change.

Chu Changming that the electricity business did not squeeze manufacturing profits, the low price of electricity is due to rapid operation, funds can be returned quickly, unlike the traditional sales channels, Gome, Suning and other monopoly channels, but also a variety of entry fees, promotional fees, increase costs at the same time, the funds are slow to return. "So there is no squeeze manufacturing profit space, but more let back to consumers." ”

Compete for the status of the industry, the same time, a variety of industrial chaos is also emerging.

Miss Yang in Dongguan is very depressed recently. A year ago, in order to promote the newly opened clothing shopping site, Miss Yang spent 8800 yuan, with Rubik's Cube company signed a one-year service agreement, through the Rubik's Cube company called "Race Fortis" platform to disseminate information to enhance its website keyword in Baidu search rankings.

Hard to promote a year, the effect is not good, when Miss Yang decided not to renew the contract, the other side unexpectedly threatened to be their account number and a year since the release of information to resell to other customers. Ms. Yang said that she released the advertising message contains product pictures, sales areas and other important information, if the Rubik's Cube to sell this information to its competitors, its competitors only need to change the Web site and contact information, can make 2000 messages for their own use, and then affect Miss Yang's business. And in the agreement between Miss Yang and Rubik's Cube company, clearly in black and white claimed "life-long free upgrade."

"If Miss Yang's information is a trade secret, the Magic Cube Company's behavior is suspected to violate the" anti-unfair competition law ", if the information released by Miss Yang is not a trade secret, but the information published in the product picture and so have legal title, the Magic Cube Company's behavior is suspected to infringe on Miss Yang's property rights. "Provincial Trade and Industry Bureau of the marketing department told reporters, with the rise of E-commerce, at present in the network shopping and network transactions and other fields, there are many similar problems encountered by Miss Yang, in the electric business hot rising, but also for the community sounded the alarm."

In view of the various industry turmoil in the development of electric business, the director of Guangdong provincial Trade and Industry Bureau said that at present only the state administration of Industry and Commerce issued the "Network Commodity transactions and related services management interim measures" of this sector regulations on the network commodity trading constraints, laws and regulations are still very imperfect.