The electric business is jealous of the mode of flash purchase, will it still maintain its unique business?

One-year market capitalisation increased by six times times the only goods will, let Jingdong, when the domestic manufacturers to start "Jealous" Flash purchase mode.

Recently, Jing Dong just completed a personnel appointment, Cotton Net original CEO Lin joined, as the Beijing-East kind of purchasing director. The Beijing-East Vice President and Group buying Division general manager Zhangshouchuan will also release more energy, placed in a new Beijing-East business-Jingdong "Flash Regiment" up.

At the same time, Dangdang, where customers, Taobao and other electric dealers are also beginning to test the water flash purchase. Dangdang chairman Yu publicly said that Dangdang has been in the field of Flash start to try, and the introduction of high-end apparel brand-oriented flash purchase area "tail goods sinks."

In the face of many domestic peers have to kill into the field of Flash, the only product will be unique business growth model can continue to maintain it?

Borrow Flash to buy new trails

Flash purchase is also called limited time to buy, is the form of special selling time, regularly introduced internationally well-known brands of goods, generally 10 percent-50 percent of the original price for exclusive members to buy. The only thing that would have started in this mode.

Up to now, only the market value has reached 1.875 billion U.S. dollars, more than 6 times times the market value of the first day of market growth, and more than Dangdang, for Dangdang 3.75 times times.

Recently disclosed earnings show that in the first quarter of 2013, only goods will be revenue 310 million U.S. dollars, an increase of 206.8%, in addition, gross margin of up to 23%. From the revenue growth momentum and gross profit point of view, only goods will be in the domestic manufacturers of the front.

Zhangshouchuan to the "first financial daily" that this phenomenon reflects a large number of brands, because of the larger inventory, eager to quickly ship, in order to quickly withdraw funds demand.

As the only product will be listed in the United States after the slash-type growth, more and more capital and industry people began to pay attention to the flash purchase of this model is different from traditional and buy.

China's major electric companies have to layout flash mode, one is due to the defense of the only product will be considered, with the growth of user size and brand bargaining capacity of the enhancement, only the platform effect and comprehensive service capabilities are also increasingly significantly enhanced, do not rule out the reverse into other consumer platform core areas of the possibility; Look for differences and growth points outside of the business, meet the needs of suppliers, and look for new growth engines from outside the company.

From the increase in recent years, from 2007 to 2010, the growth rate was 350%, 266.67%, 203.03% and 155% respectively, while Dangdang's year-on-year growth in the past 5 quarters slowed, by 58%, 53%, 42%, 31% and 23% respectively.

Zhangshouchuan said that the Jingdong market share in the field of self-employed is already larger, in this context, the BoE will explore other relevant areas in addition to what greater opportunities, and flash purchase is one of them.

Only products will encounter peer containment

All the major companies are wrestling with the flash-buy mode, will they be divided into the future growth of food products?

Some insiders believe that, as each of the companies involved in the flash shopping business, the original flash purchase as the core of the electricity dealers may lose some of the leading edge, the business model of the future of the imagination will gradually lose luster.

There may be a lot of obstacles to being a leader in the flash-shopping world. The first is the end of the resources of the Food division. Jing-dong, when, Ali Poly cost-effective platform once into the tail goods market, because of its own scale advantages, brand traders to its more fear, at present only the goods will be in the clothing 350 billion of the size of the 1%, the right to speak is not high.

Secondly, as the competition intensifies, the gross margin of the goods will be affected.

At the same time, only the goods will be less than the order and flow, the user size is not as good as other consumers, which means that only the goods will be the future flow of the purchase cost may be higher.

Only product will users and Taobao poly cost-effective overlap is high, the latter is deepening the flash-buy mode.

In addition, the only products will be in the brand, as well as category richness, user-related purchase, will also be subject to platform-type electrical business challenges.

However, it is also not easy for platform-like manufacturers to dabble in the flash-buying model. Li Chengdong, an analyst at the electricity business, said that the flash-purchase model is more fragmented than the management of the supply chain required by the operator, which is quite different from the modular management of the traditional business, and that the experience gained in Fast's supply chain management is its biggest core advantage.

In any case, the 2013 competition for electric dealers is moving from a price war for the category of a trader to the encirclement and suppression of the new battlefield.