The new century of electric business comes: whole industry chain style

"Sadie Network Message" December 7 News, "Double 11" war eye-catching, and by the electric business created by the whole industry eco-circle also attracted attention. Good yes, billion moving ads, MEDIAV, and so on a series of special advertising for the electric business ad marketing company's emergence, love purchase, 9518, such as price net turned out, and such as visual design, photography, logistics, drainage, etc. around the derivative of professional services are countless.

From stocking, marketing to after-sale, logistics, a "Double 11" is a huge integration of electricity business resources, in this promotion, quality supplier service providers are screened out into the next round of games, underperforming enterprises will quickly "fall", the service capacity of downstream enterprises will also face the problem of customer churn.

According to the "Twelve-Five" plan of e-commerce industry, by 2015, the total turnover will reach 18 trillion yuan, the net purchase volume reached 3 trillion yuan, the entire industrial chain from online trading has reached 1.5 billion yuan, can be foreseen, the future of the industry-led chain will continue to grow at high speed, And the development of the whole industry chain will in turn accelerate the electrical business broken cocoon.

The concept and background of the whole industry chain

The whole industry chain is consumer-oriented, from the source of the industrial chain, through production and procurement, trade and logistics, product information dissemination, customer problem solutions, user experience, after-sales service and tracking every aspect, in addition to achieving the source of product circulation in the process of traceability, but also the formation of pre-sales, After-sale, The whole process of linkage between the upper and lower reaches.

According to Lang-Ping, the whole industry chain can be summed up as the main link "6+1", the most profitable and profitable link in the industrial chain is "6", namely product design, warehousing and transportation, raw material purchase, order processing, distribution operation, and terminal retailing, and "1", i.e. manufacturing, before "6" are all around this "1" To serve and develop.

Each industry has an industry chain of each industry, enterprises only efficient integration of the various links in the industry chain, in order to achieve high returns in the industry, while in the market and consumers to achieve a leading position. As the new things of the electric business, to find the commanding heights of future development, nature can not evade the whole industry chain integration groping.

Electric Dealer's whole industry chain style

In the domestic electric business model is not mature, fierce competition in the case, even by the traditional types of enterprises to develop the vertical electric, can also have a diversified business model.

For example, the traditional enterprise started the non-standard products IC components electric business through the core city, online one year, rapid development, the fourth quarter sales have been over billion; Su Ning occupies the line under the big household appliances leading enterprise status and enter the electrical appliances, now has become the biggest threat to the east of Beijing; where the customer on the basis of the electric business into express since the building, such as wind Tatsu, Not only meet their demand for logistics and another profitable way; now second-hand housing transactions, 85% of users are first to browse the Web site, and then really go to see the House, buy a house; The traditional enterprise to enter the electronic commerce market is already the general trend, 3, 4 years ago, Yiwu small Enterprises, Small Business entities shop in Taobao open shop only about 30%, now this ratio of up to 85%. These are from the line to expand to the offline experience, the line to enter the line, seemingly just simple O2O fusion, but in fact, is a kind of electric quotient of the whole industry chain integration innovation.

The whole industry chain integration Operation let the electric business break away from the traditional income category, more and more unlike the traditional sense of the electric dealer, but perhaps it is this not according to the conventional licensing of the integration of electric dealers can adapt to the new century, the new situation of the needs of the development of the electric business.

The whole industry chain integration of electric dealers can sum up four key elements:

(a) Clear objectives, Mastery: the electrical business on the middle and lower reaches of the link to each other, the goal is clear, the platform's functional settings, the enterprise's organizational structure can be organically combined, the overall operation, rather than mutual independence or even constraints, the entire industrial chain through.

(ii) resource sharing, sustainable and win: can play the advantages of the Internet to extend to the upper and lower reaches to create bridges, upstream and downstream resource allocation balance, the different industrial chain, link between the realization of a common win, and ultimately promote the cycle of sustainable development;

(iii) Solutions, value enhancement: Effective management of every link from source to terminal, output industry information and solutions, not just products, is not only the industry chain which is led by customers and consumers, but also the industrial chain that can enlarge the profit and value of other links, This model can feedback the customer's intention to the middle and upstream of each link in the industrial chain, in the intermediate links can form a number of "export", the final "export" is the electric business platform.

(four) positive innovation, rapid response: to take into consideration the existing industrial scale, competitive situation and future development space and other factors, reasonable layout, consolidate and expand the existing advantages, adapt to upgrade new development skills, at any time actively carry out the mode of regulation and improvement to change the strain.

Take China's first IC components of the electric business through the core city as an example, it is based on China's largest IC components Distributor Branch Group, to the whole industry chain integration as the general direction of development, not only as a branch of the online extension of the group or channel expansion exists, but with the offline to take a completely different positioning of the partition, To help the branch of the group to develop the offline mode beyond the market blue ocean.

Using the whole industry chain to boost the development of electric power

Branch through the core of the city backed by the branch of the group line 20 years accumulated rich channel resources, including from the purchase, procurement to customer development, management to warehousing, logistics, after-sales service and other background construction and experience. In the upstream of the industrial chain, branch Qualcomm Group to help the IC components manufacturers to open up before the difficult to develop the 5 million small and medium-sized electronic manufacturing enterprises; in the downstream, Branch Tong Group to help 5 million procurement of authentic manufacturers of resources without door of small and medium-sized enterprises to build an efficient purchase, procurement platform; Branch through the core of the city on the one hand completed the branch of the group distribution mode, on the other hand, to 2 trillion of the IC component market size for their own creation of independent, sustainable profitability of the premise.

To market demand-oriented, through the optimization of the model, upstream and downstream industry chain optimization, value-added refining, product marketing methods, such as the effective control of key links, to achieve the core city in the electric business operation process of the whole industry chain through, ComTech Core City Executive Vice President Zhu Jizhi this kind of way not to take the usual way of development called "Leather own life."

In the words of Zhu Jizhi: "China has gradually become the global electronics Manufacturing Center, and the future of the IC components market will be more to the online transfer, if the branch group is only satisfied with the line to do the largest distributors, and do not think of reform, the future will be someone else to your life. Online is a more efficient flow of information and output channels, a variety of internet marketing is also subversive, the use of this platform and model, ComTech core City can be more efficient and low-cost integration of the entire industrial chain resources, but also for the whole industry chain to contribute more value. ”

Many traditional enterprises only take the electric business platform as the clearing stock, take the channel of sales, and some electrical business in order to increase the size of the growth at a loss to play a "price war", squeezed dry downstream suppliers, this is only a "export", no closed-loop development model is doomed to unsustainable, or even the whole industry chain integration. Efficient whole industry chain integration is bound to be closed-loop, to improve the quality of services and products, and to enable suppliers, customers, service providers and enterprises themselves to form a mutual-win and promote the industrial chain.

E-commerce has many problems to solve and explore. In terms of volume, at present, China's e-commerce in the social retail trade in the proportion is still relatively low, network retail accounts for only 4% of social retail transactions; the integration of traditional industries and E-commerce is currently limited to procurement and sales, and such as ComTech core city from the simple e-commerce to synergy, the whole industry chain of E-commerce, can provide customers with a full flow of supply chain services companies are still few; e-commerce market environment also needs to standardize, enterprises should pay more attention to their own value building and customer Word-of-mouth maintenance.