The heavy fighting between the capital-driven electric dealers: the traditional enterprises entering into the trend

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

Capital-driven multi-party fighting

"Taobao + day Cat" 1 trillion yuan turnover to the 2012 fierce competition in the electricity business a hopeful guide. 1 trillion yuan trading volume, from the side to prove the consumption capacity of the people, but also prove that the future development of E-commerce has a lot of space. This also lets the traditional enterprise thorn. There is no doubt that E-commerce is a revolution in traditional retailing.

But at the same time, the electric business is prone to fight the price war, not only will the industry into disorderly competition, but also their own troubles in the profit quagmire. Especially after the enthusiasm of the capital to the electric business began to return to reason, the collapse, mergers and acquisitions such as the tide spread, under the pressure of survival, open platform, self-built logistics, fine operation began to replace the price war to become the power point of the electric dealer.

Keyword 1 Open platform

The term "open platform" appears more and more frequently in the development strategy of the appliance business in the slump of the vertical type of consumer electronics. Currently occupy a larger share of the electricity market enterprises, at least 8 have opened a third-party platform, including Jingdong Mall, Dangdang, Suning easy to buy, Amazon China, shop number 1th. Even, Taobao, when, Amazon China and Beijing-east platform-type electric Shangdou has been the scale of the acceptance of vertical electric operators.

Open platform through the way to operate, not only can enrich their SKU, to meet the needs of users, but also to circumvent their own short board. The open platform has already become the development direction of each big electric business platform. Although these enterprises have advantages in platform operation, they are deeply immersed in the mire of homogeneous competition and price war. After a round of price war, the electric business enterprises began to realize that the price war is not a long-term solution, the business resources is the key to its future development, the competition between the electric business giants from the front to the background. On the eve of the 2012 "Double 11", the struggle between the cat and the East Beijing was once again reaching a white-hot position. The phenomenon of suppliers being forced to "get in" is exposed.

But in the supplier's view, eggs will not be placed in a basket, the platform's flow and policy to bring their own benefits is the most important. With the open platform war becoming more and more white-hot, the platform contention has changed from the initial introduction of more commodities to a data war and service war which directly affects the efficiency of the electric power. Each platform starts to adjust the policy, the brand is settled, therefore, the open platform can provide the supplier what kind of service, also will become the open platform future competition key. From another point of view, the competition of open platform of electric business also means that the electric business industry has entered a new stage of "group development".

Key word 2 Shuffle increase

Although the rise of e-commerce industry is not long, but also follow the development of most of the law: competition in the early days, the number of companies in the industry has been expanding, the emergence of schools of thought scene; As the industry matures, the fittest, the number of companies will also be reduced sharply. 2012 is a crucial year for the e-commerce industry. The battle escalated and the industry consolidation began. Jack Ma, Chairman and CEO of Alibaba's board of directors, said at the beginning of 2011 that most of the power companies would fail in the next ten years. Meaning, the future of E-commerce industry competition is brutal.

Starting from the beginning of 2012, alliances, le cool days, Yao point 100, cotton nets and other electric dealers have closed down, not involved in the collapse of the electricity dealers began to resist the "cold winter." September, the red children sold to Suning, Suning to use this in the mother-child classification of the field of enclosure, accelerate the realization of "go to electrical"; in October, shop 1th committed to Wal-Mart, Wal-Mart's electric business layout has a foundation, and shop 1th from Wal-Mart to obtain supply chain and financial

2012 Capital Market to the electricity industry investment slowdown, the whole industry is filled with a broken capital chain, arrears run, layoffs and slimming news. Even if it is a temporary escape from the collapse or successful landing in the capital market, the few big "lucky", their common word is also "loss." According to the results, Dangdang three-quarter loss of 73.4 million Yuan, Macaulay three quarterly net loss reached 336.3 million U.S. dollars, where the customer three years has been a loss of up to 2 billion yuan.

In the 2012, the tide of electricity dealers ' failure came from two aspects. First of all, compared with the golden period of 2011 's investment, the 2012 "Sino-Stock" crisis in the United States, the U.S. Listing window closed. Handle nets, where customers prudential products, Jingdong Mall, 58 with the city and other well-known Chinese electric dealers have been exposed to launch the listing process, but for a variety of reasons have closed hands, repeatedly postponed. Second, the electric Business enterprise marketing, manpower and other costs continue to improve, while earning capacity is limited.

Keyword 3 Group buy differentiation

Group buying industry since the second half of 2011 has entered the shuffle stage, after the Thousand-group war, the current market there are still more than 2000 group buying sites. According to statistics, since May 2012, the number of group buying sites has been 6 months in a row in the number of double digits in the decline, a year, there are as many as 2,150 group buying sites closed down. But the real significance is only the top four or five companies, whose sales accounted for more than 90% of the total consumption of users. Therefore, in such a market environment has been very few capital willing to enter the group buying industry, 2012 also became the group buying industry very brutal elimination period.

Throughout the year, the closure of group buying sites has spread to the top ten, and the 24 coupons announced in October to suspend business have yet to show signs of "rebirth." At the same time, in early 2012, the collapse of the network with "million people open the group" open platform mode back to buy battlefield. And in order to survive, "looking for a backer" to become the majority of group buying site to seek survival and development of the normal mode. Thousands of goods settled in 58 with the city, handle settled in Beijing east, full litters settled into a good deal, suning Tesco exclusive cooperation litters group and so on.

When the group buying industry into the pan-platform of the road, there are still several group buying site alone. Although the open platform brings the flow, but weakens the brand exposure, and can not fundamentally solve the profit problem. At the same time, once the independent group purchase site on the platform to build a greater reliance on, flat Taiwanese businessmen will not be like now, for group buying sites to provide low-cost or free flow. Group buying sites will also face the danger of becoming "OEM suppliers". For the company that will be listed as the target group, long-term consideration, still value free users.

But the group buying industry at the end of 2012 has a positive signal, from large-scale marketing "resource consumption war" to the quality and service pursuit of meticulous operation. At the same time, ranked the forefront of group buying site has begun to focus on the field of broader O2O.

Key Words 4 Traditional brands benefit

For traditional brands, E-commerce is a revolution. Ma also stressed that the new methods of marketing, new business processes, new business ecosystems, the traditional business ecosystem will carry out a revolutionary subversion. Online preemption line under the market is already the fact that Taobao "double 11" period of 19.1 billion yuan in the traditional line under the number of a loud slap. In fact, from the "Double 11" sales of the top ten list, already can see a large number of traditional brands.

Many traditional companies are already trying to power business and are willing to occupy their own land, Wal-Mart through the 1th shop layout of electric dealers, gome acquisition of Bowser, integrated into the United States online, the advantage of the advantages of hundred Li's resources to rise and so on. But on the whole, most traditional companies are still faltering. What to do, how to do is still bothering the traditional brand, for example, online and offline brands, products, prices and channels of conflict.

2012 years of traditional enterprises to enter the electricity business is an inevitable trend, but also must clearly recognize that the wading market is not easy. Traditional enterprises to enter the path of many electric companies, or rely on Taobao, or outsourcing, or the establishment of a platform for business, the company's understanding of the electrical business, positioning there are differences. However, as far as the current development of Chinese traditional enterprises ' business, the risk of relying on platform development mode is much less than that of self-built platform. Therefore, the traditional enterprises in the road to enter the electric business, we must first think good: To do the platform or brand? Because at present for the vast majority of traditional enterprise electric business, electronics and business can only be two to choose one of the problems, the electronic left to go, business to the right.