The outlook for the operating model may not be as optimistic as it used to be

The outlook for the operating model may not seem as rosy as it used to be.

After acting a few cosmetics big day cat business, the aggregation of beauty makeup (Hangzhou, a generation of operating companies) decided to launch its own brand. The reason is that the operating profit margin is too low, must be early transformation, so as not to completely become the victim of the goose.

And the convergence of the United States almost the situation of the electric dealers operating company, in Hangzhou has died hundreds of. The old days of steady earnings and high growth were almost at an end, leaving no room for the operators to maneuver: they mostly started looking for new outlets or brand dealerships, or upgraded to own brands, or become solutions providers, or simply closed down.

Although some data show that the electric business market share has reached tens of billions of dollars, and the annual growth rate of 300%. But judging by the experience of practitioners, the growth rate is far from expected.

Throughout the entire generation of operation industry, whether it is efficiency, quality of service, or credibility are in different degrees of decline. Many signals indicate that the electric operators are entering the ranks of the sunset industry, and may even be in a two-year total to the destruction.

The market pattern is chaotic underachievement

"Most of the operators because of the high investment, no core technology and products of the right to speak, is hardly likely to become the industry giants." "Anshui, founder of the electric Business company, said.

It is understood that earlier generations of operators are targeting the United States, the originator of the operation of the GSI to do, but the other strong front-end network sales and back-end supply chain management capabilities, far from domestic practitioners can follow.

Public information shows that at present, the cat has a total of 18 categories of 377 companies over the size of the operators, including front-end, back-end overall hosting capacity of the generation of less than half of the operating company.

"This industry in the high-end generation operation is basically missing, gathered in the low-end operators disorderly competition, is not a climate." "Polymer beauty makeup brand director to billion power network said that the electric business on behalf of the industry has just arisen in the domestic time, the number of limited, although there are not standardized factors, but the overall pattern is more clear, and lucrative."

"We all see on behalf of the operation of meat to eat, they began to open their own business portal." "Due to the low entry threshold, many small and medium-sized operators 35 people will be composed of" troupes "rapid intrusion, thoroughly disrupted the operation of the market, but also to make the profit thin.

In addition to low profit, small and medium-sized operators service quality is uneven, not conducive to maintaining a stable customer relations, business is difficult to form the normal.

According to industry sources, in order to make money, operators frantically seek various types of customers, beyond their own expertise in the category outside also dare to take orders, resulting in a huge waste of resources and vicious competition.

"Judging whether a running company is functioning normally depends on the renewal rate, not just the turnover." "Qingdao Ding Business Dynamic CEO was introduced, although the industry does not have a unified standard, but the renewal rate of low enterprises are often unable to carry out business commitments to the guaranteed sales."

"Because there is no corresponding constraint, for the failure to carry out the commitment of the operation of the enterprise also helpless." Was said that the two sides are very easy to produce cracks and even contradictions, resulting in traditional brand operators for the loss of trust on behalf of the operating mechanism.

Weak service value-added ability to transform to survive

According to billion power network to understand, on behalf of the operation of the company's main income from the monthly base service fee + sales commission.

"The basic service fee is tens of thousands of or even thousands of, and the rebate is based on the category, roughly 5% to 10%." "The aggregation of beauty makeup said, very few companies can increase service fees to more than million level, get more than 15% of the transaction commission."

"The sales commission is actually the only revenue for most operators, and only big brands will be able to provide some service fee support." "had for L ' Oreal, Mentholatum, New balance and other well-known brands have done the day of the cat on behalf of the operation of the Zhu Lijia said.

According to the billion power network to understand that some of the operators in the realization of the industry into trouble, forced transformation, such as the use of the offline agent system, engaged in online distribution, to earn a higher 0 of the difference for a living.

This cash-spot dealer model, while effectively improving profitability, is not a benefit for every generation of operators. Buyout brand purchase, expand warehousing logistics, means that the demand for capital scale will continue to rise, the company basically from the previous light asset model to heavy assets transition, the risk is greater.

"Distribution mode we have been doing for a few years, although the profit is high, but not a few billion funds, do not turn." "Main agent 3C digital-oriented Hing Long letter Tatsu Chairman Lei said, the company will be contrarian from the distribution of the Operation model.

The problem is that, even so, the customer is still unable to meet their needs. The traditional brand commercial test hydro-electric company is not only to go sales, deep or trying to use the internet means, to achieve offline sales can not bear the precision marketing, brand interaction and other functions.

Analysts pointed out that most of the current domestic operators are still in the stage of surface Kung Fu, store hosting is mainly around the basic flow of the platform. The initial investment of brand merchants can see a certain increment, but as the homogeneity of the competition of the electric quotient becomes more and more serious, the short board of value-added service such as data mining is exposed.

Under the situation, in the middle of the generation of operators committed to the solution provider upgrades, and gradually set up integrated marketing and business consulting and other new profit models.

"But they all rushed to the horse and had little effect." "The aggregation of beauty makeup, said, due to the lack of large customer resources, the elevation is not the threshold of competition, but the cost of expenditure."

Traditional enterprises ' return to rational market reshuffle time is coming

On behalf of the operation of the industry is destined to be only the product of the transition, with the traditional brand understanding of e-commerce gradually deepened, sooner or later will be rid of the operator's reliance on the line business again.

Even in the past high growth stage, the operator has never relaxed vigilance, "for others to raise children," the awkward mentality of the dilemma.

Such a dilemma is not a domestic exception. America's biggest carrier, GSI, is also getting rid of the fate of being branded. Like Amazon being dumped by Target (US retailer), GSI is faced with a "solo flight" of brands that have been brought on the path of E-commerce each year.

At the same time, traditional brand makers have become more cautious in choosing partners, given the chaos of the operating market. Under normal circumstances, not guaranteed sales are not to be considered. This allows some small and medium operators to open up new customers almost to the situation of the wall.

"Traditional brands on the electric business is no longer as enthusiastic as before, but gradually return to rationality, the performance-oriented industry, the new standard means that the market reshuffle time of the coming." According to was, the operating market will not leave the company for more than two years.

"Standing in the brand business perspective of the entire generation of operating industry, there will be different thinking." "A domestic brand of men's shoes electric business owner said, on behalf of the operator for the brand, the actual outsourcing service provider, but the brand is only allowed to outsource and online transactions related logistics, payment, customer service and other services, as for the core brand of marketing channels and promotional methods will not be all authorized to the operator.

"In other words, the operators are doing menial dirty, the service itself does not have the core value." "These people also pointed out that, with the cat, Jingdong, suning easy to buy open platform ecosystem gradually improve, supporting facilities more sound, a brand will take the initiative to abandon the establishment of the station will, and secondly on behalf of the operator's dependence on the degree of greatly weakened."

Imagine a traditional enterprise to do electricity, the delivery of the courier with Jingdong, into suning easy to purchase the warehouse, there is a unified 400 customer service line, the end of the carrier operator is still far?