The competition of electric quotient enters the "deep age": Seeking the innovation of business model

The "Rush" of the "buy" bubble burst, indicating that China's e-commerce industry may be on the eve of the transition.

According to the survey, the number of domestic group buying sites has fallen from more than 5,000 in the peak of last year to more than 3,200. Once the scenery of the Unlimited litters group (micro-BO), High peer network (micro-BO), group Treasure Network and so on have burst out large-scale withdrawal, layoffs news. This year, the luxury electric business website NetEase still goods, call HA network, such as "Days have not go down" message, then let the industry adjustment period significantly ahead.

In 2011, the investment amount of the electric business industry amounted to 5.353 billion U.S. dollars, accounting for 65.6% of the total Internet investment, and the large-scale investment intensified the competition of the electric business industry. Domestic E-commerce service enterprises have broken through 150,000, but the industry is feeling "far from harvest."

But the future of the electricity business does not seem pessimistic. 2011, Chinese netizens Online shopping volume reached 784.93 billion yuan, an increase of 66% from 2010, far exceeding the same period of Chinese social consumer goods retail sales real growth rate of 11.6%. This shows that the macro-environment to a good "general trend" has not changed.

What needs to be considered is, in "Hundred Regiment War", "Thousand Regiment War", "0 profit net buys" this kind of "the competition bottom" type of blood spell, the next round competition winner is who? What is the winning weapon?

Mobile platform "Scramble"

The most sensitive to new technology applications are the first to focus on mobile platforms. The rapid popularity of smartphones, mobile platforms become the "new battlefield" for the electric dealers. Including Jingdong, when, and suning, such as the traditional merchants, have been betting "mobile power".

A new round of enclosure movement has been launched in the wireless field. For example, just carried out the "cosmetic" remodeling Taobao, recently for its main push of the day Cat network set up an iphone client. This shows the ubiquitous Taobao has new moves on the wireless strategy. The lightinthebox.com, which specializes in cross-border business-to-business businesses, has just released a mobile shopping platform in Beijing. It is said that in the past few months of testing, its mobile platform sales rose 17 times times.

IBM's industry analysis reported that last December, the United States mobile E-commerce traffic accounted for the entire e-commerce industry 14.6%, an increase of 160%, mobile shopping sales accounted for the entire industry 11%, the year-on-year growth of 100%. For the Internet industry, the change of the American market has the vane significance.

In China, 2012 domestic smartphone sales will reach 160 million, there are forecasts that the 2012 mobile phone business size is expected to reach 25.15 billion yuan, 2013 may be a breakthrough of 40 billion yuan. Many electric dealers see 2012 as an important tipping point for the rise of the mobile internet.

Electric quotient competition enters "The age of deep ploughing"

However, the "scramble" of mobile platforms is not entirely a new market increment, it is a "parallel transfer" based on traditional online shopping groups. Even if more consumers are expected to go shopping via mobile phones, and the industry is a whole chain of online sales and offline purchases, moving the platform itself does not mean a new business model.

The deep innovation of the electric dealer usually extends in two directions:

First, the further subdivision of the online business. For example, to beautiful said, Mushroom street, etc. for the representative of the shopping to share the community, shopping search, price comparison shopping and other new sites. This kind of innovation means that traditional electric business has deepened from pure business function to social function, and the combination of E-commerce, network community and online marketing has become a big trend.

Second, offline business, especially the rapid integration of supply chain. In this regard, during the financial crisis began to occasion the rise of the multinational foreign trade consumer electronics business is a typical representative. Among them, the Orchid Pavilion set potential (LightInTheBox), DX (Dealextreme), Tai Long Network (dinodirect) and other websites, constitute the "foreign trade of the concentration of the power." Their sales, and the huge investments they attract, are showing potential value.

Industry analysts believe that the next round of electric business competition from these two directions, began to enter the "deep era." Compared with the latter, the integration of the "Made in China" supply chain can reflect the potential space for the development of electric business enterprises.

In the case of the Orchid Pavilion, the website, chaired by Guo, the predecessor of Google China's chief strategy officer, has created tens of millions of of millions of dollars in sales on a customized wedding dress. At present, after several rounds of financing, the site has covered including clothing, electronic products, accessories, household items, fashion and other 14 major categories, nearly 100,000 kinds of goods. Interestingly, the company's website, which sells "Made in China" as its core product, supports more than 10 languages, except for the Chinese version.

The meaning of "multinational foreign trade Business" is that it is 95% of the market abroad, in fact, the role of a new generation of network foreign trade businessmen. Compared with the usual Amazon, when the channel as the king of the electric dealers, foreign trade class to the entire supply chain has a "reshaping" effect.

Get through the "high profit link"

Generally speaking, "Made in China" overseas "travel" to go through roughly 6 Links: local factories, Chinese exporters, foreign importers, foreign wholesalers, foreign retailers, foreign consumers. "Made in China" The reason is low profit margin, can only rely on cheap competition, mainly in the pricing power and profit-sharing is mainly concentrated in the overseas wholesale and retail links, "Processing trade" and OEM is popular, originating from local manufacturers can not master overseas sales channels.

The innovation of multinational foreign trade is to get through the last "high profit"------------------------------------------------------

"We are not a supermarket, but a deeply featured retailer." Guo to the wedding dress for example, he believes that the Chinese superb manufacturing technology, mainly reflected in the kind of small quantities, flexible, cost-effective products, which requires the electrical business to build a can adapt to many batches, small orders, high-quality "Made in China" supply chain.

Orchid Pavilion Set potential in Suzhou Huqiu this China's largest wedding production center, found the ideal "super supply chain" possible. They choose the kind of "a small factory with strong learning ability" to help such factories to do cost accounting, long-term sustainable development strategy, improve management, production processes, which used to passively accept OEM overseas orders of small workshops, to adapt to e-commerce needs of the new factory. "The owners of the wedding dresses that used to drive the Nissan cars are now on the BMW X6," he said. ”

Relatively speaking, in electronic products, especially in the field of game accessories, foreign trade, such as DX (dealextreme), Tai Long Network (dinodirect), etc., through the integration of Shenzhen Huaqiang North Heng-like small micro-electronic products suppliers, to achieve high-speed expansion.

Seeking innovation in business models

Recently, the Ministry of Industry and Information technology issued the "E-commerce" Twelve-Five "development plan" proposed, to promote the entity purchase and sale channels and network marketing channels interactive development, improve supply chain and business synergy level.

Insiders believe that this actually points to the current domestic electrical business development problems and solutions: the current electric business enterprises, most only provide strategic consulting, shop decoration, marketing or software development services, generally rely on Taobao, Jingdong and other Third-party shopping platform to survive, and have the ability to provide e-commerce "industrial chain Integration" Enterprises are not many.

Liang Chunxiao, vice president of Alibaba Group Research Center, believes that there is much room for innovation in logistics, system and data mining.

It can be expected that for local electric business enterprises, those who put "made in China" industrial advantage, quickly into the global commercial advantage of the "new species" will be in this round of competition to gain advantage, and ultimately win.

As Guo went on to say, many people are concerned about the "Chinese-made" "Cottage" ability, but did not find "made in China" included in the "high skill gene."

In his eyes, accompanied by the next round of consumer goods upgrades, high value-added brands will be polarized, strong brand-take-all, and weak brands disappear. While China's local electric dealers are attached to consumers, grasp the trend, the other side attached to the supply chain, the direction of manufacturing, it must find a more appropriate, more in-depth solution in business.

That year, Gome, Dazhong, suning and other traditional circulation industry competition, is to fall into Low-cost "bargain" strategy can not extricate themselves. This gives Ikea-style experience traders a huge opportunity.

For a new generation of electric business enterprises, to obtain "kill 1000, since the loss of 800" of the miserable victory, is not a skill. In the overall direction of industrial chain integration, between low cost and high quality, it is true innovation to find a more powerful and even revolutionary business model.