The expansion of the whole category of electric dealers and the dilemma of the same quality

After Jingdong Mall, Dangdang, Amazon China scramble to take the whole category route, Suning easy to buy, shop number 1th recently launched a round of "enclosure" war. However, when large online shopping malls into the merchants and commodities tend to be the same, online mall will inevitably be involved in the "Thousand Network Side" dilemma, repeat the traditional retail profit. This also makes the service short board more exposed to public view.

the whole category expansion

sell Mercedes-Benz Smart, open online travel services ... Jingdong Mall of the whole category expansion in this year constantly overweight; Dangdang constantly wooing gome (micro-blog) online Mall, Jiuxian network, such as online shopping mall settled on the platform, by the force of cooperation to expand the site; not only that, has been to Jingdong Mall and Taobao Mall for the competition of Suning easy to buy, also in the air ticket booking, private brand clothing, All-category expansion, such as financial products, quickly increased sales; the steady-moving shop No. 1th, last week, also announced in Beijing that it wanted to kill into the online book market and the luxury goods industry.

in this category adjustment trend, consumers buy 3C products will not necessarily preferred Jingdong Mall, online book not necessarily to Dangdang. When talking about the whole category expansion strategy, the large online shopping mall, without exception, said that in order to satisfy the consumer's one-stop shopping demand, it can improve the user experience by providing a mass of goods.

online shoe City CMO Xu pointed out that Jingdong Mall, Dangdang and Amazon China, such as open Platform website, in fact, is the ultra way, like Wal-Mart, Carrefour, they are low-cost mass goods to sell standardized products. But the fatal wound is that such a business idea can not sell goods brand. A very simple example, in Carrefour, Wal-Mart to sell clothing although the price is low, but used to shop in the department store people will not buy clothes in the supermarket.

or encountering the

of homogeneity

with the big Online mall open platform, consumer login to major sites may not be difficult to find, in Jingdong Mall to sell the brand and settled merchants, Dangdang and Amazon China can also find, the price is almost the same.

in such a commodity structure and price war, the customer is difficult to have a fixed shopping site, each time the list is in several sites back and forth after the selection of low price. There is no point in buying loyalty, which is the key factor in the retail industry.

The high coincidence of this commodity, people have to think of the current department store industry faced with the problem of homogeneity. Because over the years by the collection point of the joint venture mode of profit, similar positioning of the department store, the brand overlap higher, which caused the department store only by turns price war and "make festival" activities gathered popularity, but this industry has led to the general merchandise industry overall into the era of meager profit. In recognition of the embarrassment faced by the industry, some department stores began to try the self-zone, dislocation into the designer brand and so on to seek differentiation.

"E-commerce enterprises are now inclined to expand the whole category of enclosure, but when the industry is caught in this cycle, will be at their wits end, only by price to win customers. "The Beijing Electronic Commerce Association secretary General Linya pointed out that this" kills 1000 cuts 800 "strategy is not sustainable, the electric business enterprise should enter to consider how to survive the stage.

when the department stores try to get out of the homogenization, the new e-commerce industry in the blind pursuit of scale, but also should absorb the lessons of traditional retail enterprises.

"Sequela" Highlights

often net buys Mr. Zhang to the reporter to reflect, a large-scale website although delivers the speed quickly, but the recent distribution error rate obviously enhances. For example, its order of the entire computer, the results of less distribution of the keyboard, family orders for maternity care products, but sent a powder cake and BB cream.

Linya pointed out that the large-scale online shopping mall scale bigger, the daily order quantity in hundreds of thousands of single, the error rate must inevitably. But this also exposes from the side the enterprise expands the speed to be too fast, the management does not wait for the question.

"The whole category route of electric business enterprise should be synchronized with capital ability, management ability and service ability." Linya stressed that E-commerce relies on the background series of processes, once the sequelae of rapid expansion, the negative spread of the speed will be the traditional retail of several times even dozens of times times.