Vertical brand Electric dealer is now selling tide: Massamasso buy tea how to break through

With the end of the 2012 approaching, domestic vertical electric dealers began to enter the sales tide.

Recently, the domestic men's http://www.aliyun.com/zixun/aggregation/7746.html "> Electric commodity Brand Massamasso, the first moment, the domestic tea vertical electric merchants buy tea, and so on, have come to seek the sale of news."

In this respect, the first-time CEO Xu Xiaohui not Taboo, he said, simple financial financing is not enough to support the next year's electric business breakthrough, to seek strategic investment or be wholly-owned acquisition of the antidote.

In fact, the cold winter of the domestic vertical electric operator has already arrived in this year. Some of the larger vertical electric operators, such as the hundred Li's electric business excellent purchase, Tencent investment footwear, such as good buy, all adjust the strategy in the second half to adopt a more conservative market proposition, the staff efficiency and goods efficiency in the assessment of the important position.

What's wrong with the vertical electrical goods card? Can you survive 2013 years?

Why the sale?

The sudden collective "death" of vertical brand electric dealers may come from three aspects.

Tencent Electric business analyst Li Chengdong that first, the economic downturn of the external economy, affecting the vertical electric business financing environment; The second is that the vertical electric operators to reverse too slowly, some entrepreneurs are still lucky, in the rapid changes in the market strategy, the rhythm of their own supply chain was destroyed; third, Beijing East, Suning, Days, such as the cat and several major channel platform for users to compete, increasing the cost of independent procurement of vertical electric operators, can only rely on other large platforms and live. Good buy, Macaulay October's flow rate fell 40.7% and 35.4% respectively.

A power trader investor told the first financial daily that it was not that capital was no longer bullish on vertical brands, but that capital was becoming more picky about vertical brands when the economy was down. Some of the better money flow of the electricity business projects, due to private equity valuations compared to the current high, investors are not willing to take the risk of "bleeding" financing, and then continue to vote.

Or out of this understanding, there are insiders told reporters, Tencent has said no longer to the good music to buy with the vote, which also made the first ranked domestic shoe dealers into financing embarrassment. And the happy to buy the competitor, but also in the Tiger Fund unwilling to continue with the vote in the case of downsizing, the current total number of employees from last year's 400 to 40 people, the company's strategy has shifted to the "Amoy brand" direction.

Xu, vice president of the network, told reporters that financing difficulties also caused the vertical electric dealers into a vicious circle: when the capital of a problem, the first step to stop advertising, resulting in a sharp drop in orders, new users can not get, and the small and medium-sized electric business users cannot support the scale; the second step is to cut staff, which also means that the employees who are helping to digest the order are in a slump, Causes the service to be unable to keep up, the old user also is draining.

What's the way out?

How should the vertical electric dealer break the bureau? Xu that when financing is not smooth, the vertical electric dealer should consider only serves the core user first, lets the order quantity reduce first, raises the old user to buy the stickiness, guarantees the certain cash flow; In this case, consider the cost of compression, rather than wait until the money is not enough to rush to control costs.

In addition, he suggested that at present, the vertical electric operators do not have to pursue the main station sales, and the "Go Volume" task in Beijing east, cat such a large platform, the main station is used to improve customer unit price.

However, this solution does not maintain the normal. Xu Xiaohui said that if the vertical electric operators want to seek long-term development, need to find the help of strategic investors, in addition to the supply chain or flow of money to get help.

Peng Zhijian, vice president of Tencent's investment and acquisition, told reporters that the price of investment projects in some markets had been low because of poor economic conditions, giving the opportunity to strategic investors who had the advantage of capital and resources and did not rush to seek return on investment. Tencent, however, remains cautious about its electricity-business projects.

But this gives Suning, Jingdong and other electric business platform provides the opportunity. Eager to seek the channel transformation, Suning has issued 8 billion yuan of debt is mainly used to invest in the electricity business. This September, Suning has bought red children with 66 million dollars.

Jing Dong CMO Lan Ye said to the media, vertical brand electric dealer only three way out. First, with the help of large platform entrance and flow, become a brand in many commodities, and the second is to contract a vertical channel of a large platform; third, sell it to strategic investors.

Xu Xiaohui said that even if the initial choice of sale, will still retain the first carved brand, if the road to give up the brand, the vertical electric business and lack of premium, the day will be even more sad.