The rise of Network entrepreneurship: Traditional channel giants usher in the challenge of the enterprise

Every journalist Nings from Beijing, a business practitioner in the daily economic news, said, "It is clear that, whether the price of goods or the reaction speed of the enterprise chain, the current enterprise is not Su ning on the scale can catch up." "Can China's Web site be able to make a profit-making" climbing period in 2009?　　Dangdang, Jingdong Mall, such as a group of the recent activity of the giant, seems to give the answer to the question. A few days ago, the domestic business of the old chief of the industry, Dangdang first admitted that this year is expected to achieve full-year profit, this March, the monthly sales of more than 200 million Yuan Jingdong mall recently also frequent High-profile debut. At the same time, domestic appliance chain store giant suning appliance High-profile announced that will be achieved in the year to the consumer market March. In fact, it will be a cyber war between internet start-ups and traditional channel giants.　　Everyone has seen the prospect of E-commerce, but this area has yet to emerge from business-to-business and consumer-to-consumer-like oligarchs such as Alibaba and Taobao. Home appliances traditional channels into the Beijing June, summer sales and hot as promised. Just moved into the Chaoyang District Panjiayuan New home, Miss Chou, is considering to the apartment near the Gome store to buy an air-conditioning.　　But on the Internet to see a message, so that no previous online shopping experience, Miss Chou decided to go to the Internet to find a suitable air-conditioning. Shire on the Internet, a Haier air-conditioning kfrd-23gw/e2-s5 sets machine, in the Gome mall's net purchase price of 2399 yuan, and in another company's website Jingdong mall prices only 1499 yuan. "The difference is nearly 1000 yuan, and there are invoices."　　"Miss Chou immediately bought the air conditioner by cash on delivery, and in the same way purchased a six-port outlet from the site."　　The news that Miss Chou temporarily changed the way she bought it was actually spread over the internet. At the beginning of June, Weimin, the president of Suning Appliance, blew the Horn of physical retail outlets into the market.　　According to people familiar with the situation, Su Ning is developing a business background system, the new online shopping mall will be upgraded in the near future, to meet the national scope of off-site sales and other functions. "Brand entity stores open shop, will be introduced more favorable prices." This is also my intention to try online shopping.　　"Miss Chou told reporters that on the internet on the website of the Web browsing, she found a lack of smoke in the summer to promote the war has long been on the internet."　　At present, in addition to Suning's declaration of the company, another giant chain of Gome Mall has also launched the first air conditioning preferential recommendation, the company's website Jingdong Mall and the United States, the company's new eggs, the company's Chinese website posted promotional special posters.　　But to Miss Chou's surprise, the price of a professional consumer website is closer to consumers than the price of an online shop in a traditional home appliance store.　　Defensive or offensive? Yesterday, the reporter saw, in the not-yet-revised Suning online mall, the same section of Haier air-conditioning price of 1503 yuan, only the price of Jingdong Mall is 4 yuan higher. In this regard, suning appliances related personnel said,The future of the online mall will be combined with suning entity store, as the company's most important business strategy. "Su Ning to the development of the business, including the price of goods in the store adjusted to the business price, is the market share of the attack, or defense?" In fact, the purpose is clear. "But obviously, whether it's the price of a commodity or the reaction rate of a business chain, the current enterprise is no longer a company that can catch up on its size," said a business practitioner in the daily economic news interview. As the leading enterprise of domestic enterprises, Dangdang market Vice President Chen Tenghua in an interview with the newspaper also optimistic that the emergence of new competitors in the market is a good thing. "The emergence of new competitors, on the one hand, the consumer has become the trend of retail development, on the other hand, can improve consumers ' attention to the online shopping market."　　"Prior to this, Dangdang has experienced 9 years of" pop "operations, in the domestic business of the first camp to dominate the industry, the site is expected to achieve the first year of profit. According to Iris Consulting statistics, 2008 China's home appliance market Sales total breakthrough 800 billion yuan, of which the market share of home power network is about 2%, up to 20 billion yuan. Obviously, the short time intranet buys still cannot shake the traditional home appliance channel the solid position.　　But Dangdang's announcement that it expects 2009 earnings is still seen by retail as the first straw to crush traditional retail outlets. At the same time, the massive involvement of the capital markets has also widened the influence of the business of the industry to preempt the financial crisis.　　Most notably, Jingdong Mall has won a total of 21 million dollars in the second financing. 1% of the Profit Temptation of "small profits but quick turnover" business philosophy has become the Business Bible in the field of enterprise.　　In this respect, Chen Tenghua frankly told reporters that the retail industry itself is a low profit industry, the sales price is still the main source of profit online retail, only to reach a certain scale, the cost can be diluted. According to Dangdang high level forecast, 2009 Dangdang net profit margin will maintain in 3%~5%.　　This ratio, in the view of other practitioners, will take several days to achieve. A spokesman for the company, who declined to be named, told reporters that the firm's net profit was only 1% or so. The people told reporters that for 1% of the net profit, the company has been satisfied, "at present, most companies are still pursuing high speed and the return on net assets investment, 1% of the net profit has been able to meet the company in the cost of the period of storage."　　"In fact, most business practitioners have long regarded the company as a sustainable industry, and in the process of operation, economies of scale are more important than immediate profits."　　Jingdong Mall vice President Xu in the "Daily economic news," The interview also said that the goal is not the pursuit of profit, but first expand the scale, occupy the market. "In fact, the Business-to-consumer can make money, as long as the goods are a little less expensive." But if you want to be bigger, you need to put in a reproduction, including Web servers, developers.And the most important logistics links, this input to the requirements of the Business-to-consumer is very high.　　"Xu is optimistic that many of the Web sites are at first losing money, but when reached a certain scale, the demand from the market will instantly fill the earlier losses," This is the charm of the business.　　Shuffle close in unison although welcome "market competitor", but Dangdang and Jingdong Mall both subconsciously stressed that their share in the online shopping market is almost difficult to shake. According to the data, the consumer website, which started as a publication, has already covered about 32.9% of the Chinese online shopping market, and Jingdong Mall has already occupied 43.53% of China's 3C product sales.　　Prior to this, Century electrical network chairman Zhiquan also set a 2009-year subscription sales 200 million target. "Although we have just started to do, the start of the different, the hands of the resources are different, so cut into the category different." "But ultimately, the practitioners of Xu want to be able to make a comprehensive class of consumer platforms." This also means that in the next 3-5 years, into the profit phase of the consumer market gold miners will enter the first industry reshuffle period. "That is the case. In the 2004, the book started with the Dangdang to try to 3C department store Test Water, 2006 began to expand aggressively.　　Chen Tenghua In an interview revealed that 2009 Dangdang 3C department store sales will be faster than the growth rate of at least 1 time times, Dangdang plan in two or three years time to complete 3C department stores accounted for more than 50% of the total sales target. and Jingdong Mall founder Liu has been looking forward to the Beijing east to create a network version of Wal-Mart. But Zhiquan believes that the product line of the website is too long, will be a great test of operating costs. "Century electrical appliances in the choice of goods will have price standards, usually choose the price of more than 300 yuan in household electrical appliances products." "According to Analysys International quarterly monitoring of Chinese consumer online retail market in the first quarter of 2009, China's consumer online retail sales volume reached 3.496 billion yuan in the first quarter of this year, increasing by 24.1% on a month-on-month basis and increasing 173% per cent year-on-year."