"The goose lays the eggs" is not the electric dealer competition shortcut

http://www.aliyun.com/zixun/aggregation/8830.html "> Industry observation

For the electric business, the future market space Unlimited, and the immediate survival space of urgency, has constituted a difficult to break the contradictions.

Under the increasingly fierce competition of electric dealers, challenge the chaos of normal business ethics again according to the "It Times" November 115.html ">26 Day report, following last year Dangdang burst" forcibly "received in the shop after the fee, Dangdang this month to borrow the" 13 anniversary of the month "name, once again to the merchant to collect a large amount of shop celebration fee, and increase the amount from last year's 500 yuan to 5000 yuan.

Shop celebrate not only every year, and the cost of a year rose nine times times, Dangdang this move, seems to have the unspoken.

Dangdang's third Quarterly bulletin, released in November, shows in the first three quarters of this year, its quarterly total revenue growth rate of 42%, book audio and video revenue growth rate of 30% or so, but, this increase is not only significantly lower than Dangdang in previous years of revenue growth, and with a large expansion of the same type of electric business revenue compared with the more inferior.

There is no doubt that when the electric dealers as a traditional store 2.0 version of the highly regarded as capital, the fierce elimination of the electricity business has been opened. Before dawn, before the dawn of the arrival, we can see that the scale of the electricity business, continuing to finance the burning of money, with a view to the formation of scale advantages, and some of the energy of the electricity quotient, has begun to lay off, or even closed.

For the electric business, the future market space Unlimited, and the immediate survival space of urgency, has constituted a difficult to break the contradictions. And in order to broaden the immediate living space, to meet the future of the unlimited market space, we found that in recent years, the electrical appliances companies have "clever" out of the overlap, in addition to the recent burst of dangdang significantly increase the number of shops in the store, last November Taobao "Double 11 net shopping Carnival" burst the "fraud door", And this August by the Jingdong Mall to stir up the price war, the surface infiltration of the bloody smell, more implied fictitious original price, price fraud and so on.

From this, we see that many of the electricity quotient to the survival of space, often accompanied by the moral bottom line of frequent breakthroughs. The electric dealer broadens the living space, in order to make it in the future market pattern more competitive, its spirit should be worthy of affirmation, but, contrary to the normal market ethics, skillfully out of the name of the "forced" large collection of shop celebration fees, and even "price war" as a fraud consumers, and other initiatives, not only undesirable, but also can not achieve the purpose of widening the living space of the electric business

In an increasingly competitive market, the electric business expands the living space, this should through the business model innovation, the category combination optimization, the management cost control, as well as the rehabilitation service consummation, gradually promotes own market competitiveness, but does not rely on excessively presses to enter the merchant, or disguised as fraud consumer, frequently challenges moral bottom line to walk the so-called " Growth shortcuts. "

In fact, for the moment, there is no short cut to the existence of electricity dealers: the increasingly perfect supply chain of commodities, the excessive squeeze into the business, will inevitably make the business initiation retreat, and consumers increasingly mature, as well as the popularity of new information channels such as Weibo, fraud (or disguised) consumers, will not only make consumers "raise their feet vote", More likely to be plagued by lawsuits.

Whether it is the existence of the electric business competition, or the scale of the dispute, should strengthen their own internal strength, pay attention to the sustainable competitiveness of enterprises at the same time as the reasonable game to enter the business, but also to seek cooperation and win the model, in the market visibility increased year in, but also should respect the consumer to enhance its market reputation.

Yang Guiying (financial commentator)