Traditional enterprises to do electrical business more than a passable success must be a gallop

May 6, the Cat Electric City announced the investment of 200 million yuan, launched throughout the summer consumer feedback activities, "Crazy summer Season", the last one of the electric power companies announced the "price war" business. In the field of large electrical appliances, the pattern has not been finalized, the cat also needs to establish in the big household electrical appliances market image and voice. From this, it can be seen that the cat is still affected by Su Ning, Gome (Weibo) to accelerate the impact of e-commerce strategy.

And in the April 7 night 1 months ago, Jingdong Mall chairman Jindong to Suning easy to buy all high-level meetings, clearly issued the launch of the whole network of instructions, clear instructions, the 20 billion yuan of the whole year's task is not a problem, requires the team must fully sprint 30 billion yuan goal.

Gome's Bowser network also quietly set the 2012 revenue target to 10 billion yuan, the traditional wine distributors started the Jiuxian network chairman Shang to the media that this year is expected to reach 2 billion yuan in sales. In addition, the traditional department stores have launched E-commerce strategy, Wangfujing department store said in the next five years expected in the E-commerce part of the revenue to achieve 70% annual average growth rate.

Home appliances, 3 C, books of the offline transfer to the line of the proportion of passenger flow will be higher. The first quarter of Beijing-east household appliances sales growth of 200%, and suning easy to purchase target 30 billion, Gome Bowser target of 10 billion yuan. If the 2012 home appliances online turnover of 100 billion yuan, by the average price of 1000 yuan, then 100 million orders, means that the line less than 15% of the passenger flow, especially the one or two-line city more obvious. "51" during the one or two-line city burst home appliances Big store business is extremely cold, passenger traffic than in previous years some decline as high as 30%, this is not surprising.

Online retail impact of traditional channels is an indisputable fact that the traditional enterprises to take the way is to enter E-commerce. Does the traditional enterprise change the pattern of the existing E-commerce market?

In April 2012, the 2012 quarterly China Network retail market data report published by Iris Consulting, in the consumer market, 2011 Jingdong Mall Market share of 36.8%, and to 50.1% in the 2012-year quarter. The top 8 Enterprise market share of 78.2%, of which only Suning and Gome's Bowser network belong to the traditional enterprises. Surprisingly, Suning market share 0.2% to 6.8%, sales growth of 73.56% to 1.923 billion yuan, ranked behind Amazon China, ranked third.

In the top 20, except for the number one Amazon and the 13th Netflix, none of them are traditional companies, such as Staples, Wal-Mart, Best Buy, Apple, Dell, Victoria's Secrets, and so on. In China's consumer market, in all categories of household appliances only suning and gome into the top 10, the Department of Silver Thai network has not yet entered the top 30, and FMCG or supermarket category of the offline retail giants do not have more in E-commerce.

Gome focused on home appliances, and Suning is the goal is to hit Wal-Mart + Amazon, no matter how big the dream, but from the current level is not enough to pry the whole market.

The essence of electronic commerce is retailing. In general, retail E-commerce Enterprises to enter the electric business or can set off some waves, but the traditional enterprises still can not cause the overall pattern of the market changes.

Traditional brands are more passable. Mattel's E-commerce leader for almost half a year, many traditional brands, although also started the electric business strategy, but the electric business sector more energy is placed in and internal benefits distribution and coordination.

Whether it is data statistics, or the performance of traditional enterprises, at least in the short term, the traditional enterprises can not change the pure electricity business.

But this "lake" is not to be overlooked. According to the advisory report, 2011 online clothing sales of more than 200 billion yuan, if the average price of 80 yuan, about 2.5 billion pieces of clothing sales. If each person buys 12 clothes a year, 1.3 billion of the population is 15.6 billion, and online accounts for 16%. If 80% of the online purchases are city people, the proportion in the city is 25.6%.

Consumers are changing, and for traditional companies, even if it is not yet possible to change the pattern of the market, it needs to act now, rather than wait for the crisis to come.