The evolution of the electric quotient model under the competition

Any industry before entering maturity, its development model has great uncertainty, even if there are external experience can be used for reference, because of country, market links, consumer habits, culture and so on, the pattern of industry development or path will vary, the domestic consumer industry is in such a historical stage The idea that people with different views of the industry model may have a violent collision, an enterprise may also become the focus of "criticism", but can not judge the mode of the right and wrong; from the domestic first web site 8848 to now more than 10,000 companies, the size of the market environment has changed greatly, The pattern of development between enterprises also evolved, especially in the last three years, because the competition in the industry is more and more fierce, the electric quotient mode under the competition is beginning to show the trend of "blooming flowers"; Before 2010, the enterprise of the business of business-to-business was basically vertical web site, when, outstanding Amazon main books, Jing Dong, easy to hear, New Egg main 3C, financial crisis in the late market environment to good, the consumption ability picks up obviously, the net buys the growth fast, the main electric business enterprise relies on "market-capital-market" tactics to accelerate the happy enclosure, the vertical electric trader starts to the synthesis class electric business platform evolution, the Beijing East 2010 first half year on-line department store business, November on-line book business, The same year pop open platform officially external operation, when the market after the vigorous development of general merchandise business, the introduction of 3C category, in short, all the appliances business movements, the original single main category model has been unable to adapt to the needs of the expansion of the market, but the enterprises in this model under the speed of promotion are different, Jingdong Mall in the department stores, The growth of the book field is astonishing, as of 2011, department stores, books have occupied Jingdong sales of about 20%, compared to when the 3C category growth rate is passable; October 2010, Taobao Mall Independent, become a platform-type enterprise, for the industry cast a new "spark", The single day of the year to achieve a 1 billion yuan sales, the scale is astonishing; then, "Singles Day" together with "6 18" became a sign of the online shopping festival; the market never lacks the driving force, the retail and the net buys competes from the line to the line, 2011, the traditional enterprise accelerates the net the pace, Suning, Gome has launched its own electric business platform Suning easy to buy and Gome Electric City, in the same year, Gome won the Bowser network control, the implementation of mergers and acquisitions, since the construction of two legs of the tactic, the competition between the dealers because the new entrants become more intense; The result is March 2012, Suning easy to buy began large-scale promotional activities, From recharge 100 back to 100, to May, "the whole network comparison month", when, Gome, outstanding all announced their own hundreds of millions of yuan promotion plan, the scuffle scene is very spectacular, but the competition degree strengthens, the electric business enterprise's short board is more obvious, this mainly is the category expansion pattern has its own limitation, the threshold enhances, The difficulty of increasing the market brand promotion, the channel control ability is weak caused category entry difficulty to strengthen, when, outstanding in the 3C field has been difficult; so seek resources integration,Longitudinal lien mode has become the enterprise's suboptimal choice, its landmark event for the 38 electric merchants collectively stationed in the Day Cat Mall (formerly known as Taobao Mall), 2012, the model was further strengthened, Gome when the city, the United States when the network of wine on behalf of the operation when the wine products, when or stationed in the day Cat Mall, Beijing-East group purchase by handle on behalf of the operation, When the exclusive generation of Tencent books, mother and child business, this series of actions is to reduce costs, improve profit space considerations, but the most basic driving factor or market, in the vertical and integrated route has been very clear background, the realization of integration can be achieved through different paths, complementary advantages, or the most efficient means, Also in line with the principle of cost-effectiveness, differentiated competition and market-leading strategies are well applied.

The growth patterns of the appliance makers are different, but there is no path dependence, the pattern surface difference can not conceal the essence of competition, in the present evaluation model is not objective or not too strong basis, to find a suitable strategy for enterprises, strengthen competition and market position is kingly, market competition environment changes, will lead to a new evolutionary path for electric dealers.