The electric business industry enters the integration period

Introduction: 2014, a series of events in the electric business, dazzling. Now, what is the current status of the electric business? Relative to the past few years Robin development phase, the electric business industry is entering the integration period.

2014 years, only goods will buy the Lok Bee Net 75% shares, Mai Lin has announced the sale of Shell, Tencent shares in the public comments, a stake in the Beijing-east, Baidu buy glutinous Rice net, when CEO Guoqing also do not deny that the company may introduce strategic investment ... A series of big events continue to take place and dazzle people. What is the current status of the electric business?

Relative to the past few years Robin development stage, the electric business industry is entering the integration period. Kongkong, chief executive of the network, said that the current entire electric business industry is facing enormous challenges, on the one hand, PC traffic stagnation, on the other hand, facing the rapid rise of mobile internet, many electric business enterprises are seeking to sell or consolidate to bigger.

Camp Highlights:

Today, Tencent's investment in the east, the domestic market structure of the business is increasingly obvious. Tian Cat, Jing Dong & Tencent is located in the first echelon, Suning easy to buy, Amazon China, only goods will, 1th stores, when, Gome online, where customers sincere taste in the second to third Echelon.

Mo Dai, an analyst at China's E-commerce Research Center, also believes that in the early 2014, the electricity business cooperation, mergers and acquisitions case intensive increase, the electric business of the market a few big camp formation, the whole category platform only four cat, Jing Dong, Suning, Amazon China, and have "backers." There are relatively lonely, relatively small volume of the only product will, a shop, where guests, Dangdang, Mai Lin and other electric dealers.

In the first camp, the largest share of Ali "electric business ecosystem" is expanding. The first is the group's internal structure of continuous adjustment, its own Taobao, Cat, Alipay, coupled with the investment of the United States network, Tintin nets, shrimp nets, quick taxi and so on, the team has been growing, covering the field is more and more.

Tencent, Tencent, "Electric Business Ecological Circle" also quietly "full closure", around the Sogou, the public comments, Jingdong, Art Dragon, with the city network and other segments of the leading enterprise "The Wei". Its ecological circle more complete, from Consumer-to-consumer, business, group purchase, life Services, Third-party payments, mobile payments, mobile electricity dealers, O2O and so have the strength and Ali in the competition.

Vertical electric merchant Holding group Heating:

"For example, drinking water, Lengnuanzizhi" should be the current situation of vertical electric dealers.

Compared with the large-scale integrated electric business enterprises, such as the Poly-Mei excellent products such as vertical electric business (vertical e-commerce refers to a particular industry or market segments to deepen the operation of E-commerce mode), relatively awkward. On the one hand, the vertical electric business has a customer base positioning accuracy, high concentration of goods and more professional service and other advantages, on the other hand by the large electric platform of the category expansion of the impact of living space has been squeezed.

At present, China's vertical electric dealers are mostly involved in price war, or rapid expansion of the road, ignoring its initial positioning. "The opportunity of the vertical electric trader lies in the higher service premium area, the opportunity of the big platform is standardized, cannot provide the service type solution for the user, for example health, home, high-end fruit and so on are the development opportunity of the innovative vertical consumer." Globally, in the field of pure electricity business, the opportunities for vertical business-to-consumer are also found in a wide range of consultancy (e.g. high-end fashion), solution-type (such as community, interactive), resource integration (such as the integration of Flower shop flowers Courier), if the vertical electric operators find suitable for their own innovative model, relying on services to enhance the premium, or have the opportunity to survive and develop "said Ruzenwang, an e-commerce expert.

Inventory of these remaining electrical business enterprises, will find that a lot of strategy has changed, such as Mai-Lin has with the market in Nanjing to reach a confirmation of the stock purchase agreement, the company will transfer the right to control. Every guest in early February this year also announced a new round of financing, the amount of more than 100 million U.S. dollars, this is the Millet company chairman and CEO Lei led the life-saving money.

When also had with the 1th store "hold a regiment to keep warm". Dangdang CEO Guoqing said that the electric business "burning money" marginal role is increasingly small, has been to "good currency expulsion bad currency", across the platform of fine operation, reduce the cost of virtual consumption, will let the electricity business competition more orderly.

Whether it is ' all-inclusive ' or ' small and beautiful ', whether or not the electricity trader succeeds depends on whether the consumer approves of the business model and whether it is sustainable or not. "The" Sustainable development "is the most common lesson for China's electric dealers," said the capital-related person.

Forced marginalization

In 2013 years, fresh net of excellent vegetable nets, groceries to do electricity quotient of the million mole, copy the model of the socks Butler-the bitter lesson, the supermarket "electric shock" of the half of the sky, and so on failed to end.

In the closed list, the frequency of vertical websites is still very high, especially fresh type, clothing category, due to the squeeze of inventory and high cost of distribution services, small and medium-sized vertical electric business site is difficult to continue the main reason. In particular, large platform companies have set foot in fresh category, resulting in fresh type of vertical web site survival situation worse.

In addition, including when, where guests, although they have been brilliant, but constantly toss, has let its brand confusion, especially Dangdang, as the book vertical field leader, but try to change to the clothing category, so long ago when exhausted.

Where customer-Prudential products, Mai Lin, Lok Amoy Network, Jiapin network, product poly ... These names, once gleaming in the history of the electric business, have fallen into a collective gloom in recent years. As a vertical electric trademark pole of van Goods, is one of the earliest international investment in the Tiger Fund of the electric Business enterprise, however, after seven rounds of financing, where the customer has not listed, nor disappeared, deep development dilemma.

Positioning chaos becomes when, every guest is difficult to get out of the fog haze days of the key reasons, another brand or do platform, how to do is also in front of a karez. If not, the outcome is likely to be submerged in large-scale comprehensive platform continued to expand the category of the wave, and transformation, the face of the cat, the Beijing-east and other competitive pressures, its survival situation more bumpy.

Early development, wind investment stationed, scale expansion, quality control, capital break ... is the line that some vertical electric business enterprise walks through. Under the electric dealer's cloak, some vertical electric business or is doing the traditional enterprise channel thing, the product and the service experience and the traditional brand and the comprehensive electric business compares without any superiority. "Vertical retail platforms are sure to die, but they can also be sold," he said. "Liu, the head of Jingdong, has predicted this. Some experts believe that the future death rate of vertical electric dealers will be more than 90%, then, who can become another 10%?

Moving End exerting force

Liu in the recent "2013 Electric business Summary" said: "In the existing pattern, to create a new electronic business platform of the time window, basically closed." There is still a chance for mobile power providers. The opportunity for a vertical electric trader has been zero. ”

The mobile end will replace the PC end as the user to contact the "home screen" of the electric business enterprise, already is one of the industry recognized trends. Data show that last year, China Mobile E-commerce market volume reached 96.5 billion yuan, an increase of 135%; this year, as the plate increases, the growth rate is still much higher than the whole business.

Day Cat, Jingdong, Xun and other mainstream users of the website to provide information shows that the current mobile-end turnover or orders accounted for the overall proportion of the site is more than 20%-30%, at the same time, the public comments and other parts of the offline business closely related to the O2O, mobile end usage accounted for over the PC end. Insiders admitted that the "ticket" to the mobile internet has become the major electric dealers in the effort to complete the task, now do a good job is still only micro-letter.

But there is a view that Tencent, a sociable company, has yet to tap into the biggest commercial value of micro-letters in the field of business, compared with companies such as Alibaba and Tepco, which have strong genes.

The "Suning Life" app was released at the end of 2013 and currently covers two versions of iOS and Android. According to Suning Tesco insiders revealed that the client by Suning easy to buy local life division research and Development and operation, but did not launch the promotion.

The last kilometer of the bureau.

In recent years, the majority of electrical and convenience store cooperation only to test water, did not form the normal. But the successful collaboration between Amazon and the family's convenience stores has broken the spell of the industry and has become a partnership of scale and quality.

The importance of convenience stores for distribution is increasingly prominent. In this year's national "two sessions" period, the National CPPCC committee member, the state Post Office Secretary Majunsheng mentioned that the postal department is actively communicating with the business sector, explore in the community stores and convenience stores, such as express delivery, relying on social forces to solve the express "last kilometer" problem.

This will undoubtedly also provide a new opportunity for the cooperation between the electric business and the convenience store. Large-scale community, business district, campus and integrated office area of the continuous emergence of the courier Terminal Delivery service capacity to put forward new requirements. Majunsheng also believes that the current urban planning does not arrange for this aspect of supporting facilities, large and medium-sized cities there are also widespread express vehicles difficult, difficult and difficult to stop and so on. The location of the convenience store is easy to locate.

Summary：

At present, most of the electric business enterprises are in the early stage of rapid expansion of the industry, huge production, logistics construction costs can not be avoided. Every customer Prudential product CEO aged said: "E-commerce is actually a very long chain, especially for us to do the brand, almost the traditional commercial front-end manufacturing to the final logistics and distribution have done." Take the return question, in the past, many companies are trying to do nothing to keep users from returning goods. But now where the customer proposed 30 days unconditional return, these requirements let E-commerce enterprises pay a great price. ”

In fact, the originator of the world's E-commerce, the largest company in the United States, Amazon, has been at a loss since its inception in 1995, until seven years later began to profit, the total losses of nearly 3 billion U.S. dollars.

China's electric business enterprise is now in a restless and confused adolescence, it is too early to judge them, but the recent two-year financing tide, "enclosure movement" and the rapid rise and fall of various modes, it is really worth the electric business enterprises to think deeply.