The value of the only product will be: The new mode of electric power manufacturers "small and beautiful"

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With the release of the only prospectus, the high growth of the home appliances business, let people understand the new model of e-commerce charm. Perhaps we will focus more on the Alibaba, Jingdong Mall, Dangdang, Fank and other "all-inclusive" of the electric quotient, their performance is indeed impressive, success stems from innovation. So, with this generation of electric business "bigger and stronger", this area is still a refreshing innovation story? Is there a new profit model? The answer is yes. This group of topics in carding more focus on the field of the electric quotient, but also revealed a truth, can not "all-inclusive", it is necessary to "small and beautiful", in a sense, "small and beautiful" is the essence of e-commerce, the charm of the deposit.

Not to follow the "all-inclusive" of Alibaba and Jingdong Mall

Only the value of the product will be the new model of electric power manufacturers "small and beautiful"

Xu Jieyun

[The only application for IPOs is not just a pattern-seeking endorsement, it's also seen as an opportunity for US capital markets to re-examine the value of Chinese electricity dealers]

For the electric business, the focus of attention may be more to Alibaba and Jingdong Mall outside the comer.

Last weekend, the only product will be released its IPO application documents, the results of the rapid growth in the industry surprises. This is somewhat unexpected, will first knock on the capital market and for China's electricity business is not the Beijing-East or van. Only product will the future of the vertical electric operators by virtue of the differentiated model and lean operation, the high repeat purchase rate to show the emerging new model of the development potential of the electric quotient group.

Compared with the Giants, the new model of the electric quotient group size is much smaller, but or with the supply chain tighter, or in the vertical subdivision of more sophisticated, they provide the electric business sector under the giant platform for the process of another growth dimension. This kind of attempt will provide an efficient new paradigm for the whole distribution and full configuration of supply chain, channel, flow and demand in the whole industry.

New Model Vigor Blowout

The only product of the Sprint IPO will show the potential for new models that are different from the traditional.

It's growing at a phenomenal rate. 2009 ~2011 Year, the only product will net revenue of 2.8 million U.S. dollars, 32.58 million U.S. dollars and 227 million U.S. dollars, 2010 and 2011 Year-on-year revenue growth in 1000% and 600% respectively.

Rapid growth is seen as benefiting from more realistic market positioning and operational capabilities. Only goods will be quickly from the field of luxury goods to the average price of 200 yuan fashion famous field, shook off the "luxury goods electric quotient" of the false proposition, grabbed the market scale opportunity. At the same time, the astonishing repeat purchase rate makes it in the premise that the marketing cost change is not big, the revenue produces the explosion type growth.

This is related to the limited-buying mode of the goods meeting. Yi Zongyuan, vice president of the network, said that compared to luxury sales, fashion famous brand can be more accurate to lock in a broader price-sensitive people, consumers are more likely to "addiction", cultivate a continuous consumption habits.

It is noteworthy that from the point of view of the supply chain, this form of the consignment model, with the right to return the supplier. Usually a product sales 3-5 days after the next shelf, the rest of the inventory can be returned. This makes it fast to sell and does not account for too much money.

These can be viewed as a new pattern dividend that is different from the traditional model of the business-to-consumer, and the growth miracle never occurs without a reason.

It is also seen as an opportunity for U.S. capital markets to re-examine the value of China's electricity market, as it is not merely a model seeking approval.

Analysys Capital analyst Liu Guanguo that the only products will be in the Chinese electric business IPO This drama would have "testing" color. If it fails, other companies may choose to wait and see for a while, and if they succeed, they will become an industry-wide tonic.

The only thing that rushes to the capital market is the vanguard of the limelight, and beyond that, there are more new models around the concept of pan-commerce.

For example, some traditional enterprises with the rise of the mainstream electric business platform, in the network to establish a platform after the Fanshen open line channels, such as the famous Men Amoy brand Spokane, in order to do long years for foreign brands after work, the establishment of their own brands, now in the top three Taobao environment, this year, planning to open 100 offline stores.

In addition, based on a number of new application thinking also spawned a differentiated pan-electric business concept. such as Solomo based on the concept (social social; local mobile mobile) appeared short offline rent, as well as around Taobao environmental social concept of the emergence of Mushroom Street. In this kind of electric trading model, consumers can show each other to share, exchange the right goods, and these interested users of the flow is able to follow a link to Taobao shop.

Another direction is to point to a more detailed selection of patterns. such as the Fast schoolbag in the book market, they offer only a small selection of boutique books, but provide rapid distribution within 1 hours of the business-covered cities; As for the sea, their current business is a app application "Tonight Hotel Special", the sale of the signing of the hotel partners every day after 6 o'clock spare room resources.

To spell "small and beautiful"

The rise of China's electricity quotient in the new century Ali's Alibaba and Taobao department in the field of Business-to-business and Consumer-to-consumer first laid the leading position, then Jingdong Mall, Fank and Taobao spin-off of the Day Cat (Micro Bo) (formerly known as Taobao Mall) and so on to explore the market for the most mainstream of the main electric business.

2010 years later, accompanied by ten old shop Mai Lin, when the listing, the electric business heat climbed the peak in recent years, Tencent, Baidu, Ali and other industrial capital in the early 2011, a series of "sweeping goods" electricity investment, the attitude suddenly cooled.

Electric Business Senior Observer Shangxiang said, in Taobao, Beijing-east and other giants have been formed, and now try to rely on capital to drive from the Internet to expand the feasibility of a pure electric trader is very little, the previous mentioned a series of innovative models is only a pan-electric business investment focus of new excitement. In his view, by being closer to supply-chain resources or more vertically focused, these new participants often have more explicit business models, which can at least be "small and beautiful" if they are not big enough.

They are distinct from the forerunners. Alibaba, Jingdong from the Internet, has a number of technical tendencies, yearning to provide users, traffic, information, capital flow and other elements of the large-scale integration of the platform of the form.

With the help of the first advantage and the Matthew effect of the Internet traffic, they have achieved a huge success at this stage, Beijing and east from the constant expansion of the category and then began to push pop platform, Taobao department is a huge platform to build up the advantages of a trillion-level capacity of the ecological environment and promote its continuous expansion

They become the buyers of the demand for online shopping, where the merchants are passively sharing the pooled user resources based on the user needs they exploit. And a series of new models of electric dealers in Taobao, Jingdong outside the excavation of more hidden needs, the initiative to screen the target users, and along with the mining more refined needs.

They all show distinctive color. The wave of the upsurge of many new sharp, and traditional industries closer together. For example, the "Foshan model", which was reported by this newspaper last week, has been directly originated in the traditional manufacturing industry itself through the supply chain and the integration of the channel needs, compared with the condescending from the Internet side, they are more grasp the supply chain of real industry fluctuations and demand.

Others, as mentioned earlier, are digging more niche markets in a wider range of areas and providing more precise customization services.

The surge in the new model could be seen as a further layering and refinement of e-commerce, more flexible than the initial capital-driven, technical thinking, said a senior executive at the electric business giant.

These innovations cover all aspects from business models, supply chains to marketing models, and even cross the lines of B2B2C or O2O, which are business-to-business, business-to-consumer, or even trendy, chasing the entire distribution of supply chain, channel, flow, demand and so on throughout the industry.

Taobao within the environment has made similar products wow and love shopping, before there have been not successful Amoy lakes. Perhaps Taobao can find other forms to improve its ecological balance, but the same product form, Taobao interior do not fit, the third party can reflect the value of external adjustment.

This can be described as a symbiotic state, the current Mushroom Street monthly revenue has exceeded 3 million yuan and accelerated the upgrade, February traffic also increased by nearly 30%. Mushroom Street CEO Chen said, in 3-5 years, they will do Taobao Eco-party.

Shengchang, vice president of Jingdong Mall, said that the emergence of this innovative upsurge is the background of China's demographic dividend and electricity market demand, the habit of maturing of the purchasing power dividend, reflected in the network trading behavior layered diversity of endogenous demand, is expected to last 3 years or so. Illustrations/Suyi