The electric business big guy fine Solution Winter theory: The low tide is only the process

December 14 News, in response to the recent electric business winter theory, following billion power network CEO Zhengmin in Micro Bo said do not believe in the electric business after winter, Jingdong Mall CEO Liu, Dangdang CEO Guoqing, Fank CEO aged, Bowser Network CEO Zhiquan, and other representatives of several electric dealers said that the electric business is not recognized winter theory, They believe that although the electric business industry has difficulties in financing, profitability and homogeneity of malicious competition, but there is no problem with the business model, and firmly believe that the industry after the return of rationality will smoothly through the low tide. Unlike 2010, the electric business boom is different, 2011 electric dealers began to pour the bitter. From the domestic famous Footwear vertical Web site Lok Tao Network CEO Bi Sheng published the speech of the scam, where the customer listing resistance, group purchase site mass failure, small and medium to close the door, financing suddenly reduce adverse news immediately diffuse. In just a month or two, the identity of the electrical quotient has been changed, from the investment of the Darling to the prospect of the unlucky egg. Does the electric business industry really usher in winter? In this regard, billion power network to contact the electrical industry representative of the founder of the Enterprise, they respectively from their respective industry characteristics, electric business operation of various levels of interpretation of "electric business Winter", and the rational analysis of the current problems of the electric business, as well as after the shuffling of the electrical business industry development trend Speed: Before too much emphasis on the actual need for deceleration according to data, 2010 Q3 China Online shopping market transactions scale of 84.6 billion yuan, and to 2011 Q3 grew to 197.51 billion yuan, an increase of 73.4%. According to the domestic electricity business leader Jingdong Mall released data, 2010 sales of 10.2 billion yuan, is expected to increase sales to 280 to 30 billion yuan in 2011. Famous online underwear brand Lanmiu CEO Dong Lu said to billion power network, electric business earlier too stressed the speed, in fact, slow down more conducive to long-term development. "The whole environment is full of speed, and people sometimes have to be affected," he said. In fact, at the beginning of 2011, Lanmuiting's growth rate was 50%, but the latter was also 100%, and the number of people increased by one. Dong Lu said that the speed of the development of the electric business and consumers are not directly related to the choice of orders. "Consumers do not care about the speed of your website, only the services you provide." So for Lanmiu, if the plan to maintain the early 50% growth rate, the remaining energy can be used in the optimization of the industrial chain, the use of precision selection of talent, training personnel above, used in the internal process of carding, for future development lay a more solid foundation. "In addition, home appliance vertical website New Seven Days Electric network CEO Zuoyingjie said, Electric business in the past development of too much emphasis on speed and scale, in fact, the current development rate is healthier." "The electric trader sits together, if the growth rate is not above 300% all embarrassed to say, therefore causes everybody in the competition." And in fact, every year there is a lot of growth, it is very good. Zuoyingjie said that the current e-commerce is still in the development stage of the horse race, now in addition to a few electric dealers can burn money to continue high-speed run, otherIt is hard for electricity dealers to use capital-driven sales to go up. "Now, besides Jingdong, who dares to do so?" after the first round of financing was completed, the second and third rounds were very difficult and had to wait for the door to close. Zuoyingjie that the electricity business should maintain a balance between the speed of development and the profit. If the profit margin for a period, although small in the short term, but the future development will be stable; "One of the two is that, at the moment, favouring profit is a bit more benign." How many electric dealers take the money of VC before running healthy, take the money instead of bad? In this respect, every guest CEO aged also said, the so-called "electric business Winter", only corresponding to the second half of last year to the first half of this year, the electrical business overheated, "after August, many of the electricity business began to settle accounts, the day is good or bad, so will pass this feeling, especially in the advertising market reflects more obvious." "Old said, not only is a guest, the whole electric dealer's plate is too small, still not at all can say winter time." "Even if we sell 13 million T-shirts a year and 5 million pairs of sneakers, it's just bucket compared to the entire Internet user," he said. Moreover, according to our data, the growth rate of new users has not declined at all. "From the customer's current business expansion situation, the total number of employees has exceeded 12,000, category expansion of the speed is very fast." And from the advertising budget, where guests in some of the ads in the portal is scheduled to be the first quarter of next year. "If there is winter, there may be some companies are more obvious, where the guests do not feel this." "Financing: Tight capital not only for the electric business industry for the capital market for the electric dealers gradually cautious attitude, Dong Lu, who has many years of experience in investment banking, says the phenomenon is not just in the electric industry, but in energy, agriculture, medicine and other industries, which has much to do with the indifference of the financial markets as a whole. "The winter of Chinese concept stocks, the cold U.S. capital markets, the global stock market downturn and other factors added together, resulting in the entire capital market tightening, the entire financial sector fell." Today's storm is slowly coming, in fact, the cold of the big environment is now more than 2008 years. "In this respect, fashion brand NOP founder, former Jingdong Mall President Assistant Liu Yan pointed out that VC intervention did help the domestic e-commerce rapid growth, but also added some side effects, so that the electric companies too optimistic, mistakenly think that capital adequacy can continue to try wrong." "At the time of the VC view, the investment in the market to buy food is no different, pick casually, also not too look to buy." And now the demand for food is still, just more carefully selected. "According to the network of Nets reported, into the second half of the year, the domestic electricity market financing situation went into a low ebb, only a limited number of independent web sites to obtain limited financing, such as the first half of the popular pattern in stark contrast: the first half of the total financing of 44, 1.83 billion U.S. dollars. The second half of the year to 19, a total of 650 million U.S. dollars. In view of the difficult financing of independent business, Liu Yan analysis, the future of the development of electricity is not a single scale competition, but the standard moreRefinement。 This also provides investors with a more cautious choice of investment targets. "I used to pick a big one and now we have to see it." I think there will be funding cases next year, but it will be more reasonable and objective, and the number will certainly be less than this year. "For next year's competition, Wang will probably continue this year." "Big electric platform of money has not finished burning, next year we will not return to the rational is hard to say." Cheping, a famous electric business data analyst, said that the influx of U.S. money into China's electricity industry, on the one hand, accelerated the mature development of the electricity market, on the one hand, also spoiled the delicate operation of the online retailer. "If the capital is not crazy to hit the money, the group will not get up so fast, the electricity dealers will not advertise, the market will not be so quick to be hot." It can be seen from the data that, in just two years, the new customers who are easy to be dug up have been divided up; however, the American money also spoiled China's electricity dealers, so that the electricity business started with the capital to smash the market, while ignoring the repeat, shopping flow optimization, user trajectory analysis, such as fine operation Management. "Based on this, a senior personage in the industry to judge, the capital market for the electricity industry's cool investment, will help the electric business industry return to rationality." "There is no such a lot of money to burn. "Loss:" The electricity business profit originally need a period of time for the electric dealer long-term loss is not profitable, Jingdong Mall CEO Liu said, electric business winter theory is pure four kinds of people to the electric quotient mode misreading and rumor, is not the current real life of the electric business. "Some people have lost 9 years just to make money on the said electricity dealers should not be operating losses;" Some of the loss ratio of nearly 10% still scold the loss of the peer should not burn money, some investors in order to drive down the value of the electricity quotient of the company, some people know nothing but posing as experts questioned electric business model Bo eyeball. "Many guoqing and Liu this opinion is highly consistent. Guoqing said he did not deny that the Internet is now in the capital of the winter, but in the electric business sector, is now on the eve of liberation. "E-commerce will be a long-term battle, electrical business enterprises to do a good job of eight years of resistance to prepare, then, the field of business will certainly be born in the year sales of billions of companies." "In addition, Lanmiu also said, we are a swarm of price wars, bloodshed and killing each other, leading to the last who is difficult to profit, this is not a long-term development strategy." But on the other hand, online retail profit time is originally needed for some time. "The famous Amazon, can and Google and Apple named excellent companies, spent eight years of history to profit." And, the birth of electricity in the United States, logistics costs lower than China, there is no fierce price competition, suppliers of services are relatively complete, the U.S. consumption capacity is also stronger than China. They have only eight years to make a profit, so it is rare to be profitable in China's Jingdong capital for 16 years. "The former guest entrepreneur, first-time CEO Xu Xiaohui said that winter is only for the financing environment and marketing environment, for the entire industry is not winter." "One of the data is very good, the United States and South Korea's electricity dealers accounted for a far higher share of retail sales than we, China only 2%, clothing accounted foris still relatively high, but overall is very low, the entire industry is still in the tuyere, but also high-speed growth, just who to do, who to invest in the problem. "Pattern is not a hoax: what needs to be adjusted is operational thinking. However, the rapid growth of the problem: the cost of acquiring new users from dozens of yuan to hundreds of yuan, most of the conversion rate of less than 1%, do not profit price war, rapid growth led to high management costs ... To this, Bowser net CEO Zhiquan said, today's electric business is like entering the F1 Motor Speedway, did not go in when the other world, once in there must be in this high-speed high-speed, even if the brakes on the problem, can not go on the brakes continue to walk, or even change wheels, all the problems in the development must be resolved. Zhiquan believes that the electricity business only to fight scale and no profit will not produce value. "Although the scale has been made, but the profit is very poor, a feather, what value?" The whole industry burned to no one would like to invest money, the market is not as good as financing, to that day we have no good life, everyone is a part of the evil, no one complained about the right. "And Dangdang guoqing Blunt, electric business enterprises rely on" huge losses "is unsustainable. "My 20 years of entrepreneurial experience tells me: The key moment, a penny baffled hero Han!" The enterprise managers who fell before the liberation of the night were at least rich in experience, and the fallen capital was bleeding. "In the current of the electric Business Promotion service, Zhiquan suggests rational thinking about the balance between pay and return." "Take the distribution, the consumer some products do not need today to send a single tomorrow, if you can so quickly and no problem, the question is whether you have to pay how much cost and price, the cost of today we rely on VC burning money support." What about tomorrow? Don't we ever do cost control? After listing the capital market will not allow us to make a yell of crazy losses. "Senior retail Management experts, Dangdang original COO, Taobao Mall original founder Huang Jo that the root cause of China's retail failure is that we have never realized that the money is efficient, in the various links in circulation, improve efficiency, reduce costs. For example, by increasing the efficiency of logistics distribution, through increased sales to reduce the purchase cost. There are a number of indicators to measure operational efficiency, and there is no need to enumerate them here. But Chinese retail in many cases, are playing enclosure sports, playing real estate, including online real estate, and not focus on operating details, operational efficiency. "If you're less efficient than others, you can't set a threshold to stop people coming in, peer homogeneity of the competition only increase, price competition, marketing costs, brain drain pressure to the loss of business, resulting in your operating costs a year higher, Maori a year lower than a year, the team a year new. Count the accounts, most of the Web site today to obtain a new customer cost is 200 yuan, a customer's unit price is probably 150~200 yuan, even if do is high margin, 30%, this customer to buy four consecutive times, in order to and marketing cost balance, said here or sales margin, not pure profit, It can be seen how heavy the burden of the business-to-consumer. "Huang Jo said. That's why WangAll believe that E-commerce is not just moving goods from the line to the line to sell, but should use innovative means to change the relationship between supply and marketing. "Jamada (Japan's largest home appliance retailer, Yamada Motors, a subsidiary in China) and Best Buy 30%~40% products are customized, and we simply sell the goods to consumers, not the things consumers need to sell to consumers. E-commerce should be the community to optimize the allocation of resources to narrow the distance with the seller, now no one has done well. "The problem after the exposure of the cold thinking: The next 5 years, the future of the electric business of the development trend of the electric quotient, Dong Lu judge, now many electric companies rely on the wind to invest in the loss of money, and then adhere to a period of time after the inevitable collapse of a number of stores will be left "One is a lot of people will survive, such as alongside the big money of the electric dealer, like a war, blood more people can bleed while fighting, and the lack of capital of the electric chamber slowly dragged to death." The second is enough fine operation of the electric dealer, with tough internal strength capital. "Huang Jo also believes that today's market space is not so tight, the electrical business has not reached a time when it is difficult to upgrade." "This is like a big man can hold 2 meters of space, today's electric business only 20 centimeters long said the space is very crowded." Huang Jo said that although there are few successful cases in the electric business sector, the future market space is very large. "China's e-commerce decade of practice, in addition to Taobao, the whole industry is basically unsuccessful." The whole industry does not earn money, do not see profit point, did not establish such as Taobao shopping district of the characteristics. Everyone is betting on a future, the ability to turn a salted fish must be very few. But from the perspective of the industry, I am still very optimistic about the company, because the market space to accommodate a lot. "In addition, Zhiquan also hold a positive attitude, I believe that after the electricity business after a calm thinking, the overall environment will become better." "Now the traditional appliance brand for online platform support is increasing, in the long run, E-commerce is certainly the trend of development, as long as we can rational management, the future will be able to make achievements." We can wait and see if Amazon can overtake Wal-Mart. According to the McKinsey report, three years later, Gome will close half of its stores in the north. The new seven-day Electric network CEO Zuoyingjie analysis, Gome Su ning so attached importance to E-commerce, because they saw 5 years after the retail pattern. "5 years ago, Gome Suning to do promotions, how many people get up in line in the morning?" Now the National Day promotion is also a snub. In another 5 years, the main consumer groups are the age and the year, their online shopping ratio is very high, offline retail industry will be greatly impacted, and the line will be a big piece of cake. "(red)