The polarization of electricity quotient's performance is obviously turning into a pressing theme

Nowadays, the development status of domestic electronic commerce can be described as a word "ice fire double Day". Strong and strong: On the one hand, a large number of large-scale e-commerce enterprises in the transformation of expansion, the march forward, accelerated progress, and corresponding to this, a number of e-commerce enterprises continued to decline performance, downsizing, stock prices plummeted, loss of business situation is worrying.

Electricity quotient growth polarization

The growth of China's electrical business is showing a marked polarization, a few happy families worry. According to Analysys International data, in 2012, the domestic market transaction size of 479.26 billion yuan, compared with 2011 growth of 99.2%, only the goods will, Jingdong, cat, etc. are leading the number, and the old electric business Dangdang and every guest is more tired, to 30%-50% growth is much lower than the industry level.

The total revenue for the fourth quarter and the full year of 2012, which was just disclosed, was $5.1938 billion in 2012, and 44% in the 2011 fiscal year, compared with 59% and 56.5% in 2011 and 2010 respectively. It is also expected that its first quarter of 2013 revenue or about 1.3 billion yuan, year-on-year growth of only 20%, lower than the previous number of experts forecast. The same growth is more and more weak, there are all customers sincere goods. According to the data published by the visitors, its 2012 years ago three quarterly sales growth of only 30%, and the past annual sales growth has remained at around 200%!

And when, where guests form a sharp difference is that Beijing east, the cat, only the product will continue to keep the big car-type high growth. Figures show that the Beijing-East 2011 growth rate of 105%, and in 2012 to speed up to 185%, sales amounted to 60 billion yuan; the cat 2012 years ago 11 month sales of 200 billion yuan, the growth rate is 100% to , and last year's successful IPO in the United States, the New York stock market, the Black Horse only 2012 revenue reached 692.1 million U.S. dollars, a 204.7% increase in fiscal year 2011.

The differentiation of large electric dealers clearly highlights the difficult survival and development of small and medium-sized electric enterprises. Since the first half of last year, more small and medium-scale manufacturers have laid off their websites. Last year, including 24 coupons, cotton and other group purchase sites, vertical electric dealers have been out of the closed door news. The failure of the electricity dealers is expected to accelerate in 2013. In the consumer and other electric business model enterprises, the number of growth slowed down, close the door, the number of personal shop has shown a significant decline in the situation. The report showed that in 2012 the number of personal shops actually operating was 13.65 million, down 15.7% from a year earlier, with the first decline since 2008.

The pursuit of profit will become the industry's biggest theme

At present, the domestic consumer network retail market, Taobao Day Cat, Jingdong Mall, Suning easy to buy and other electric business big guy firmly occupy the oligopoly position. One day cat mall to 1.16 trillion yuan turnover ranked first, accounting for the total market share of 52.1%, followed by Jingdong Mall, turnover exceeded 60 billion yuan, accounted for 22.3%; is located in the third is suning easy to purchase, the annual sales of 18.336 billion yuan, accounting for more than 3.6%. In the registered users, the three electric dealers also showed absolute advantage, registered users reached 100 million, 80 million, 30 million people, far higher than the fourth, fifth Dangdang, Gome, the latter registered users only 10 million and 5 million respectively. In short, the electricity market is increasingly showing the strong stronger, the gap accelerated the trend of widening. Experts predict that, with the increase in the trend of electric business intensification, the end of 2013, the CLP has revealed the symptoms of differentiation, and can be shortlisted for the first three, it became the seven male can be among the top camp, faster to achieve the important Feng Shui Ridge.

It can be said that after the 2012 electric business Consolidation, 2013 for the electric business enterprises, the pursuit of profit and seize the status of the competition will become the biggest theme. The current electricity business has been from financing war, traffic warfare, marketing warfare, price war conversion to the overall ability of the platform competition, 2013 will be Ali, Jingdong, Suning, Tencent, the platform of the battle, other electric dealers can only be forced to embark on the "small and beautiful" road, otherwise can only be "inferior" off.

2013, with the comprehensive electric business platform in the logistics distribution, information systems, supply chain system, and so on a huge investment in the ending, the electrical business or will gradually bid farewell to the high investment period, to achieve profitability of the crossroads. And if no longer profitable, the electricity business shuffle will be more brutal, big to the big slaughter, big to big acquisition will be more urgent, strong.

On the other hand, after several rounds of capital baptism, want to continue to obtain from the capital market of favor and investment, profit also become necessary sufficient conditions. The external and internal environment determines that the 2013-year profit will be the biggest pressure of China's e-commerce development. In fact, many companies have begun to make major strategic adjustments to profitability. such as the Beijing-East proposed this year three quarter profit, where the customer downsizing contraction business, gome reorganization electric quotient layout, Tencent adjusts its electric business frame ... These are the ultimate goal of the operation of the sword: profit!

Deepen characteristic management and evade homogeneous competition

For the vertical electric business, from the second half of last year, the capital market has become bad, a large number of funds fled, VC no longer favor the electric business industry, the entire national retail market is depressed, including when, Fank and other old electric dealer sales scale compared to the same period last year have a sharp decline. Therefore, in the absence of capital support, and their own burning money constantly in the case, most of the electricity dealers frequently emergency, where the road?

It can be said that in the future, the company will only pursue the scale of business strategy must be changed, only the pursuit of sustainable development of long-term combat in order to survive in the winter. For the Chinese electric business, more is the marathon run, rather than the hundred meters sprint, the electric business need from all aspects, the domain to reduce the cost and as soon as possible profit.

To hit the market at a low price is a common way for electric dealers to see it, but if you take this as a long-term development, perhaps the market share is there, but companies will be squeezed dry. Experts believe that in the winter of the Internet, electric business enterprises need more intensive cultivation, return to the essence of business.

First, strive to innovate business philosophy, improve the consumer's online shopping experience, in the customer experience and service quality to do a full effort to increase the user stickiness, the goal from doing the scale to make a profit change; second, we must timely transformation and upgrading, training good internal strength, the time and energy to put into operation and management, reduce the cost of operating costs, improve operational efficiency, Further attention to model and strategic positioning; third, the electric business enterprise wants to have a bright future, must consider the difference management, the characteristic management, looks for the electronic commerce and the traditional business service difference, must have own exclusive product, only then, the electronic commerce can have the stable user, can with the traditional channel's electric business competition Four, as a bridge between enterprises and consumers, consumer E-commerce platform should give full play to its information aggregation mining capacity, to achieve large-scale homogenization of enterprise production capacity and personalized consumer demand organic docking, leading the electric business enterprise to "flexible on demand production, personalized precision positioning, social core focus" gradual transformation, Can realize real growth, surpluses.