The Power business Seven hegemony: The traditional electric trader leads the 3C to cause the huge loss to become the chicken ribs

Electric business seven-male hegemony (TechWeb map)

Newspaper reporter June Beijing report

2012, the business market is a wave of cloud lumpy: Ali will be the focus of the net shopping to the cat, Tencent quietly embarked on QQ online shopping and network integration, Dangdang alliances exerting power platform, Wal-Mart holding 1th stores, Suning, gome transformation of the electric business Death Knock Jingdong Mall, all these, Show that the company is already the core of China's online retail business competition.

A common saying is that the current Chinese manufacturers of the first camp, the "seven-man hegemony" pattern: the cat, Jingdong Mall, Dangdang, Amazon China, Suning easy to buy, Gome Online Mall, QQ Network shopping.

However, with the increase in the trend of electric business intensification, the end of 2012, the CLP has revealed the symptoms of differentiation, and can be shortlisted for the top three, it became the seven male can be ranked among the first camp important dividing line.

The electric quotient of Qi in differentiation

The four veteran companies are not easy to play against three Up-and-comer.

There is no dispute that, in the "Electric quotient Seven", the largest cat, the 2011 sales of more than 100 billion yuan, 2012 sales expected to break the trillion yuan, locked in the first three few suspense.

Several other variables remain. Jingdong Mall, for example, its 2012 estimated sales, although estimated to have 40 billion yuan, but the gross margin is only 5.5%, net loss rate of 5%, this year's estimated loss of up to 2.5 billion yuan. Some even predict that the sixth round of the BoE's 400 million dollar financing is only enough to support 8 months.

As for the only one of the seven listed Electric company Dangdang (NYSE Stock Code: DANG), its core business book Network shopping has been Jingdong Mall, Suning, such as easy to buy, such as slow, book price war also significantly reduced the only profit of the old dealer's gross profit margin. Although the side of its platform to open its own to 14,000 merchants, one side and settled into the days of the cat, QQ online shopping, gradually in the clothing, mother and child, home and other categories have a foothold, but its robust expansion model is also accused of being too conservative.

Amazon China is also a variable, the end of November, Amazon China President Wang Hanwa quit. The publication of the "China online retail Business Competitiveness Report 2012" shows that in the first half of 2012, whether it is books, daily necessities, such as the size of the transaction scale, or the number of active users and orders, Amazon China overall lag behind Dangdang, which book sales more shrinking to the time when the 60%.

Four old companies, Suning easy to buy and Gome online mall from 2012 years is also a hurricane, sales close to Jingdong Mall.

But analysts believe that suning easy to buy the difficulty is that its sales of 50% from home appliances, 40% from 3C, only less than 10% from the General department stores and other categories, and home appliances and 3C of gross profit only for 4%~7%, General department store main push "0 yuan purchase" is negative margin.

The more pessimistic gross margin also includes Tencent's electric quotient and its Xun network. In the third quarter of 2012, Tencent's gross profit margin was only 4.3%, or even below Jingdong Mall, Xun Net's gross margin is estimated between 1.5%~3%.

3C with the same ribs

The problem of the 3 C digital category is that although the customer unit price is high, but the operating cost is also very high, the industry average gross profit margin of only 3%, which makes the above several electric dealers have formed huge losses.

It is worth mentioning that in the list of the electric business Seven, Jingdong, Suning easy to buy, Gome Online mall and Tencent's Xun network to 3 C digital products (computer, communications and consumer electronics products) for the main business.

The problem with 3C Digital category is that although the customer unit price is high, but the operating cost is also very high, the industry average gross profit margin of only 3%, which makes the above several electric dealers have formed huge losses.

According to Dangdang former vice President Chen Tenghua recalls, as early as a few years ago, he had advised Guoqing to enter the 3C market, but also warned him that this is a high cash flow market, if not the development of 3C category, in the size of sales will fall out of the electricity market in the first three. But Guoqing still decided to only 3C as a convenience category, because the greater the number of losses. And even if the line is very large suning, gome, mobile phone, notebook computer category is also a loss of money, only rely on everyone electricity, small appliances to supplement.

Because of "Harting" digital 3C how to sell not to earn money, Guoqing selected in 3C Digital and Gome Mall and other third-party business cooperation, so, regardless of 3C price war how to hit, when still can receive inverted water.

In fact, in addition to the low margin of 3C, the self-employed market there are many high margin of rich ore can be dug. For example, the gross profit margin of the mother and infant category is up to 30%. Home Category Online shop on the gross margin of 30%~50%, the U.S. makeup category line on the gross margin of 25%, in addition, own-brand clothing, home textile gross margin can be as high as 45%, books (including e-books) of the gross margin is also higher than 20%.

Analysis that the current domestic online retail is no more than two schools, one is the cat as the representative of the open platform model to operate "commercial real estate" mainly to earn trading commissions, one is the self-employed mode, operating merchandise.

Beijing east, when, Amazon China is not only operating goods, but also operating "commercial real estate." The difference is Jingdong focus on the 3C category, and do something different, and when it is locked books, clothing, mother and child, home textiles four high Maori category, take the boutique department store route, which is the largest domestic online shop, beauty makeup is the top five of the online store.

Traditional electric dealers still lead

Currently occupy the first three of the online shopping industry is still a veteran electric, and Suning easy to buy and so on, although through 3C sales to obtain a huge sales, but compared with the traditional electricity quotient, in attracting passenger flow, order conversion rate and so on there are still large gaps.

For a long time, the electric business industry has been on the scale of the hero, and the scale of the indicators have been narrowed to a single sales index, which many of the electric operators have to stimulate the platform of fake transactions, supplier repurchase and other phenomena.

Industry observer, Huaqiang North online Vice President Shangxiang that the electric business industry generally exists in the sale of water, in accordance with the rules, some dealers announced sales to hit 50 percent, and some of the sales figures are actually order volume. In fact, nearly 50% of orders will not be accounted for in the end.

Bowser Net original CEO Zhiquan also thinks, some electric dealer follows "The speed worship" The logic to act, causes the electric business profession to fall into a competition false data the circle.

A more and more common consensus is that the comprehensive competitiveness of the electric dealer can not be measured simply from the dimension of sales, but should be considered synthetically from several indexes including order quantity, active user number, flow and supply chain ability, website operation ability and so on.

Analysys report shows that the first half of this year, from the order volume, the sky cat amounted to 320 million yuan, Beijing East second for 60 million yuan, Dangdang third for 28.83 million yuan. Active user size, the day cat for 82.73 million households, Jing Dong for 11.55 million households, when 9.55 million households. In the supply chain capacity, the ability to operate the site, the cat, Jing Dong, when the top three in the market.

The report also showed that the top three of the number of operators in the non-3C market deals were Beijing-east, and Amazon China. In the book Network shopping market, when continue to 39% of the share of the market first, Amazon China accounted for 24%, Jingdong Mall accounted for 12%, cat accounted for 6%.

In addition, according to Iris Consulting (IUT) in 2012 7 ~ November monitoring data, in the monthly UV data rankings, ranked among the top three of the electricity market Taobao Mall, Jingdong Mall and Dangdang.

It is not difficult to find that the current occupation of the online shopping industry is still the first three old electric dealers, and suning, such as easy to buy and so on, although through the 3C sales to obtain a huge sales, but compared with the traditional electricity quotient, in attracting passenger flow, order conversion rate, etc.