The reverse attack of traditional power in electric business industry

Face the arrogance of the line, the traditional forces can no longer sit still! In 815 Jingdong directly head-on confrontation with Su Ning incident, it is this Sando Mamang hostile atmosphere to the extreme. Electric business has always been to traditional enterprises have a natural superiority, it seems that they represent the future, and the traditional enterprise eventually with the wind passing away from the historical stage. However, as a traditional enterprise, whether it is the retail industry or brand enterprises, no matter how the electric business destroyed, they also in the decades of economic reform and opening-up has paid beyond the current hard to imagine the efforts of the businessmen, overcome the difficulties from the planned economy to the market economy, they are also from the brutal competition in the growing, have today's achievements. Although they are already in the mature stage of the enterprise, even some in the recession. The development of electric rapid, let them feel the great crisis, also see great opportunities. So I began to speed up the knowledge of the electric quotient, speed up thinking and clarify their own experience and core strengths over the years, hoping to use this new channel or retail business, combined with experience and core strengths, and still profitable offline business, through their own talent, capital, the nature of retail business understanding, Expect to make a comeback and succeed in the reverse attack!

The traditional enterprises mentioned here are mainly about two categories, one is the traditional retail industry, the other is brand-name enterprises. First of all to analyze the traditional retail industry as a distributor, a reference to the traditional retail industry to do more than 90% head of the brain will naturally come up with the same problem: that is how they do the electrical business to solve the right hand to peer (online price conflict)? I have also been asked by a lot of people, and they discussed with them, in the actual work and consulting projects also think of various ways to try to solve this problem, and then slowly found that in fact this is not a problem at all, with the consumer consumption habits and consumption of the amount of transfer, The sense of crisis in the brands sold in these traditional retail companies is actually stronger than that of retailers. And with the advent of new media (micro-blogging), pure retail platform to support the network brand, the problem becomes no longer the core issue. Give two simplest examples: one is the apple handset, how many people discussed its line under the price conflict? At least there is no such discussion around me, and we are talking more about the marketing skills of the iphone, especially in the integrated marketing of new media and traditional media. Without having to think more and focus on the insurmountable problems of the so-called right-hand cross, the iphone has more energy to develop its own online experience shop and online sales channels, more accurate and smart integrated marketing and future business model thinking research and practice, mobile phone technology development and application. So, in the development of E-commerce and mobile Internet, the iphone, which is far ahead of the three veteran giants Nokia, Motorola and Samsung, has been able to grow several times faster than they have, and those grappling with these problems (excluding other new technologies and business models) are lagging behind, whether they are offline channels, or online channels are difficult to balance and rapid development. Traditional retailers are facing the lack of the hand-and-hand blog of Apple phones, of course there will be more resources to tilt to them, which also allows these emerging brands to develop faster, so that traditional brands such as the Sunset Yellow, Motorola, the former king, and even ended up a Google takeover, estimated that in three years, Just like we forgot Compaq computer to forget it completely ...

Traditional retailers have become visibly aware of this, and to solve the core problem of this right hand to peer is to support the emerging brands (such as Apple mobile phone, millet mobile phone, etc.), on the other hand, directly with the pure electric business enterprises to open up a positive competition in the battlefield, and actively challenge the same time If the pure electricity business enterprise dares to obtain more consumers through the price advantage, as the traditional retailer certainly also is willing to do so! and will be directly to the hundreds of of thousands of chain stores together to join the battlefield to do so. This from Jingdong in 815 to Su Ning's price war can be confirmed, and in the past, the line of suning appliances and online suning easy to buy, the line of Gome and online Gome Electric mall are jointly challenged to form a "Three Kingdoms kill" situation, the situation ultimately more beneficial to the Su Ning and Gome, Because whether it is online sales or offline sales, add up the final volume is several times the east, plus docking store distribution, efficiency is much higher than jingdong, experience several times (I personally experienced to the shop to pick up goods). The traditional brands sold in these two traditional retailers are distributing profits, the account period further to these two relatively monopolistic retailer concessions, because they can not simply through Jingdong Mall to Suning and gome pressure, and network brand in this momentum and sales growth, also have to these two retailers to give their own more benefits, Plus suning and gome in varying degrees to expand the non-3C category, this war is not doomed to death, but further make the dealer's retail platform more concentrated, vertical electric business is the biggest victim of this war, and even a very big crisis. The trend has been uncontroversial in the US, with Amazon acquiring two large vertical electric dealers,--zappos and Diasper, and the offline vertical 3C retailer Incrementally City's bankruptcy filing in 2010 and the weakness of retailer's business growth has once again proved the so-called "Category Killer" both online and offline will be combined with the integrated electric platform and shopping centers replaced!

Large shopping malls are the ultimate model of the development of offline retailing, which has been the expansion of the b2c--shopping malls in the past more than 10 years, in addition to the rapid development of the online Amazon. This can not be ignored, because China in 2012, the emergence of such a large shopping center-Wanda Shopping Center, as well as Cofco's big Yue City shopping center, they assembled beer and skittles, as well as department stores, supermarkets, stores almost all the retail business, so that In addition to being able to buy online directly through the delivery of physical goods, regardless of how the offline development is still through offline entities to consumption of beer and skittles businesses are also included in the shopping center. Imagine, if such an offline retailer to carry out integrated electric business platform business and the continuous integration, online on the network of Electronic Business platform (Jingdong, when, the cat) will face enormous pressure. This is reflected in the US Amazon, so the Amazon began to vigorously develop cloud computing, Kindle E-book Hardware products, of course, we see Jingdong Mall also began to promote their cloud computing business, and even resist pop platform merchants should not use non-jingdong and cloud-related products (server space, picture space, etc.).

But can you count on Wanda Mall? From a personal understanding and understanding, this will take a long time. But the big Yue City of Cofco, Suning appliance has already had signs, Suning department store plan has surfaced, in the last two years of the development of Suning easy to purchase the whole category of the department store brand, so that the new online under the establishment of business, the difficulty of investment will be greatly reduced, online trial and error cost lower way, Suning easy to buy quickly accumulated the operation of non-3C brand experience and talent team, and a variety of sales data, accumulated more consumers; I bought the net in the past few years the development has proved its own strength and success, in China's online supermarkets in addition to being bought by Wal-Mart store, Can really compete with it is the COFCO I bought the net! Other online supermarkets in the development of the electrical business, the basic no more opportunities. In addition to the success of the big Yue City operation, I will buy the net as a supermarket into the Grand Hyatt City mall should be understandable. The two of traditional retailers ' attacks on electric dealers are beyond our imagination in retailing ...

In my words: The new era of electricity has come!

This era is also the change that happens to the consumer itself, under the constant price war between the traditional retailer and the pure electric business platform, the consumers ' sensitivity to the price is weakening; On the other hand, there is no space limit for the electric company to grow the brand rapidly, making the information of online brands and commodities grow geometrically, This amount of information has been large enough to consumers in the online purchase no longer "save time" advantage, in the vast sea, consumers found in the current list-type of the electronic business platform to spend more time shopping, but to buy their own goods is more and more difficult! This has led many people to buy directly from stores or retailers near the company. Another prompting them to buy offline is that the computer's online shopping has not only not improved and friends, the feelings of the family, but alienated, so in the weekend and friends, family meet to the mall to eat dinner, watching a movie by the way to the department store or stores will be more valuable clothing, cosmetics purchase. Of course they do, or the traditional brand manufacturers also realize that the network brand to their huge sales pressure, so change in various ways (such as the introduction of new series, new models) to unify the line and the online price system, so that the price problem is diluted at the same time, the further use of offline advantages to enhance the user experience.

The emergence of new media also let many stores below the line can be more cost-effective to promote their own goods, and network brands in the promotion of the same horizontal line at the same starting point, no longer in the network marketing in the weak, and good service area customers than the network brand more advantages!

Those who can only through the day Cat Mall, Jingdong Mall open shop to operate the network brand, because these retail platforms facing the above can not solve the brand more and more, but the platform to promote the limited growth of resources under the conflict, these retail platforms began to raise the threshold, so that the operating costs increased year in, At the current level (such as the settled day cat margin and cost close to 200,000, promotional costs in addition to see, online brands on the on-line sales cost has not too many advantages, and the traditional brand brand advantage gradually highlighted, then these brands both online sales and offline sales began to have a better performance, Traditional brand in the research and development of brand is also obviously better than relying on the network only to develop the brand, after all, a few years and decades of time development of the brand in the research and development strength and talent reserves of course can not match.

Finally return to the topic of traditional retailers, comprehensive consumers face a huge amount of goods in the online shopping confusion, and the rise of shopping malls, for consumers to understand more profound and comprehensive other traditional retailers (especially the department store retailers) also began to actively consider the future of the social shopping Network shopping platform to establish, After all, the current social power providers do not have a supply chain advantage, they can only be said to rely on Taobao's electricity dealer flow funnel platform. If a social power provider has a supply chain, a new electric-business platform will reappear!

In this way, the so-called professional electric dealers who grew up in the past ten years have been "old"! If you still hold the original electrical business thinking and the so-called professional experience, be eliminated may be too alarmist, but it has to arouse attention! Electric dealers, traditional forces have begun to reverse attack, we need to break through the inherent thinking, have more imagination and executive power! Ready to meet the new era of electrical business!