The pattern and operation prospect of network retail market in the 2013

2012, for the domestic online retail market, it is a year of uncertainty and ups and downs. On the one hand, suning as the representative of the domestic chain of retail enterprises, department stores, successively in the Internet Power Market high-profile layout, exerting force, and relatively mature network retail enterprises to launch a positive competition. The price war is so much so that China has to intervene; on the other hand, in the brutal online and offline, online marketing (business-to-consumer) and network Platform (platform) of the big scuffle, CAT/Taobao created a day of 19.1 billion yuan sales of the historical record. It is clear that network sales shake the traditional offline retail enterprises for decades to establish a channel barrier.

Step into the 2013, it is time to analyze the current online retail market environment, look forward to this year's industry operating tone, and to the Internet electric business or prospective entrepreneurs to provide a point of reference.

Remember at the beginning of the year someone asked on Weibo, why the influence of Jingdong is far less than Taobao day cat? At that time, I said on Weibo, the east fell, consumers can go to other sites to shop, but if there is no Taobao/cat, the affected is a large number of rely on Taobao cat platform for livelihood operators. This influence is not the same as any Web site in China today.

Indeed, the most obvious changes in the industry in the 2013, or through the single day's performance promotion became more obvious, should be the online retail industry is basically divided into Amoy and Amoy two large parts. Amoy refers to Taobao cat system (known as Taobao), Amoy refers to including Jingdong, Suning and other other online retail system. From the performance point of view, Taobao accounted for the domestic 13,000 500 million net sales market 52%. Even more powerful, so far, Taobao announced the registered partners more than 700, involving from the goods sold to the goods delivered to the customer's hands of each link, including Taobao business training and Taobao data analysis, photo photography to commissioned operations. Have someone asked what is the stickiness of the website? I said the site's biggest stickiness is the user's use habits! Taobao through the 700 registered service providers (and, of course, more not registered) for the national hundreds of thousands of or even millions businesses, individual merchant services, cultivate their business habits in Taobao. When you talk about the through train, you have unwittingly fallen into Taobao's commercial trap. This is culture. Unseen, but felt. Repeatedly, Taobao from their accumulated consumer advantage to start, and gradually to the whole process of retail expansion, not to mention the previous Alipay, now also launched a merchant microfinance services, logistics Treasure service, and at the beginning of this year announced the China Intelligent Logistics Backbone Network (CSN) project plan, and so on. As I said in CSN on Taobao the next day, China's national conditions, which refer to the status of Taobao, are terrible. The terrible thing is that all the resources are too concentrated. The next word even if not said, I believe everyone will understand!

The electric dealer, the net sale already is the verification channel, but also does not need to be mystifying. For the production of traditional enterprises, if you are ready to enter the Internet, may wish to consider Taobao first, relatively do not need technology development, low starting cost. And a large number of service providers can consult and provide services. The open platform of Taobao and other online retailing companies is the best starting point for traditional consumer goods manufacturers to access internet sales.

Second, although 2012 is a conservative, meticulous operation of the website, but this does not prevent the strength of the network retail enterprises continue to be in the industry deep digging and mergers and acquisitions expansion. The slang is not to say, industry trough is the opportunity of industry regeneration. Domestic large-scale network of retail enterprises in the logistics, finance and other fields to invest a lot of money to start construction, or in the industry to seek opportunities for mergers and acquisitions. Obviously, these large network retail companies are trying to put their own industry advantages, from a certain point to the full business chain expansion. From the point to point of competition, the overall shift to all-round competition. Taobao department has said in the last section, Amoy outside it? BEIJING-East continued to finance, trying to put the advantages of online trading platform, further extended to warehousing and national logistics and distribution services. At the same time, Jingdong also launched a micro-loan service for suppliers, and acquired a third-party online payment service company; Su Ning put his own line of the supply chain advantage, integrated into the line, and then to network sales, drive logistics, financial loans and other services to expand. Suning even bought red children, further expand the user base, while expanding the network of goods category, Gome online and Bowser will be fully integrated; Tencent also faces the integration of multiple online retailing operations within the system, if one of them can lead the way in performance this year, and so on.

Obviously, the integration, exerting force, is undoubtedly the 2013 large network retail business focus. What is integration? Integration is digestion, and through the various business, and then in a more mature and complete business environment on the basis of exerting force. For Internet enterprises, integration can even be understood as a system docking. System docking can be said to be the symbol of integration success. No, this 1 1 is 2, what is it that you pay so high a premium to the other companies to buy back? In the 2013, if a company's top leadership did not understand technology, it must have a highly knowledgeable and commercially minded professional to assist him, otherwise the company would go backwards. The Internet permeates life, realistically speaking, the true meaning of this sentence is: In addition to eating and sleeping, your life has been inseparable from the system and application. Not empty, very realistic!

As I summed up the outlook in early 2012, the threshold for big platform operations is already high. For those interested in the Internet business, if you have small and beautiful goods, you can try to build a platform, and community operations combined to do marketing. Small and beautiful although not mainstream commodities (otherwise it is not small and beautiful), but small and beautiful special commodity characteristics, with a certain market positioning, can quickly mining specific customer base.

In addition, the following two points of view are available for your reference: China's online retail market is very large, in fact, can contain a lot of business forms, network direct (generally understood as the consumer model), network sales platform (similar to the cat, or Taobao), can be group buying, or flash purchase, can be a supplier pricing, or consumer pricing (generally understood as C2B mode), and so on, each pattern has room for existence. But this is not to say that each industry can hold hundreds of or even thousands of of homogeneous business entities competing. Therefore, we should not blindly see the market space, but also to see whether they have set up business resources, or to create the ability to advantage. But no matter which mode, you'd better have to get the goods, do not forget that the essence of the electrical business is "business", that is, commercial activities, commodity transactions, the network for most businesses is equivalent to the channel.

Second, do not overly entangled in E-commerce "x2y" mode, network retail should correspond to "consumer goods", in some cases can even "consumer goods" wholesale, distribution into which. Because of the characteristics of network sales, customer objects are vague, and the development trend of online retail operations, has been close to, or even covered the goods factory that moment. The ultimate user of "consumer goods" is the individual, and the "consumer goods" relative to the "industrial" or "raw materials", the ultimate user is the enterprise. It seems easier to explain the nature of the business buying behavior. Welcome everybody to discuss together.

Sina @ George Solemn