Vertical electric business is now bankrupt tide venture into a new stage

Newspaper reporter

Go Qingping Report

Recently, clothing E-commerce brand where the goods announced to the cash-for-stock form of a wholly-owned purchase of apparel E-commerce brand, announced the beginning of this E-commerce brand fell. Prior to this, there have been a large number of vertical e-commerce enterprises in the capital chain fracture to seek investment, or by platform-type E-commerce enterprises to acquire.

Why are so many vertical e-commerce enterprises down, is their own problems or the whole E-commerce business environment out of the problem? Reporters interviewed the industry, hoping to find some answers.

Vertical electric dealers fall in succession

2012, platform-type E-commerce Enterprise Scenery Unlimited, whether Alibaba, Jingdong Mall or Dangdang, have achieved a faster growth. But at the same time, some vertical e-commerce companies are living very hard. This year, focus on maternal and child products of red children by Suning easy to buy, the main high-end apparel brand Masha Masso also appear capital chain problems, to seek to have the possibility of being acquired. The bad news is still going on. At the beginning of this year, focus on fresh E-commerce Enterprise excellent vegetable network also claimed that "do not go on", and the first moment was all the purchase of goods.

Industry analyst Wang Bin said, these vertical e-commerce enterprises fell just started, there will be more vertical e-commerce enterprises fall. "There are still people to take the first time, a number of vertical e-commerce enterprises even no one, only to close the door to end." Wang Bin said.

So why do these vertical e-commerce companies fail? Has two years of entrepreneurial experience, with 20,000 registered users of the excellent vegetable network founder Ding Jingtao to his own entrepreneurial failure to do the following summary: "Excellent vegetable network is defeated in the fresh E-commerce operation of the complexity, there is no stable supply, can not provide a better shopping experience than the market, logistics and other need to control the links do not good enough ... In Ding Jingtao's view, these complex problems combined are enough to crush a start-up vertical e-commerce business.

For the first time to sell to every customer prudential goods, the founder of the first Xu Xiaohui not willing to mention the reason. He believes that being acquired is not a failure. "This is also a marketing strategy, after all, we are still alive, there will be opportunities." "Xu Xiaohui said.

Daily Network senior Vice President Wu Analysis, these vertical e-commerce enterprises fall from their own perspective there are three aspects of the problem. "One is in the use of talent, lack of assessment, test." For example, to optimize the content of the site, this can be one person a day to optimize 20 items, but some editors only optimized less than 10. In addition, in the procurement cost control and deal with the price war, some post personnel can not make a better judgment. Second, in the back-end control on the commodity supply chain, logistics lack of better control. Third, service follow-up is relatively backward. This is the electronic Commerce Enterprise Competition "last kilometer", is also the user considers the E-commerce Enterprise recent layer, the later delivery service, the return visit will have the important influence to the user again purchase. "Wu has nearly 10 years of e-commerce operations and marketing experience, in the course of his career, he was keenly aware of these problems."

"In addition to these vertical e-commerce enterprises themselves operating problems, from the external environment, platform-oriented e-commerce enterprises have been gradually improved, vertical e-commerce enterprises have a great impact." "Wang Bin said," Looking at the current mainstream of several platform-type e-business enterprises, Taobao and the cat has built a strong ecological system, opened up Taobao Alliance, financial credit and other access to the flow of funds and channels; Tencent relies on its own funds, user group advantages, began to invest in the construction of warehousing and logistics, which is the basis of business competition for customer E-commerce and Suning appliances (002024, shares bar) also in the recent renamed to Suningyun Group Co., Ltd., highlighting Suning in the logistics, retail, supply chain, after-sales service on the unique advantages, and integration line under the advantages of online. Even more so that vertical e-commerce enterprises can not survive is that these giants have covered the whole category, vertical e-commerce is a major impact on business. Wang Bin believes that the failure of the vertical e-commerce dream marks the end of an era, but also means another era-the arrival of the era of Big electric power. This era is the integration of traditional industries and the Internet, and constantly promote online shopping become a habit.

A reflection on Failure

Ding Jingtao's team is currently attracting investment, and he is more willing to share his failure experience and future ideas: one is to do standardized products of vertical e-commerce enterprises either die, or join the platform-type E-business team. In his view, the future focus on standardized products of E-commerce has no way out. "No matter how much profit the industry can figure out, how many VCs are willing to throw money, will eventually be eliminated or need to change". Second, vertical E-commerce Enterprise is to do localization business, this is a lot of platform-type E-commerce enterprises difficult to cover the field.

Men's E-commerce brand NOP founder Liu Yan is still able to scrape by, he to the surrounding more and more colleagues to fall in sympathy. Liu Yan that, do clothing e-commerce must be less inventory, less style, multiple design. "My goal this year is to make a profit or draw a flat. This goal is not low, if every customer sincere goods do well, roughly the case. "Liu Yan said.

"Although the first moment by all the customer prudential goods acquired, but the concept of the first and do e-commerce ideas are still right." "Xu Xiaohui said.

The Beijing university graduates of marketing talent in the past in Jinshan Software group engaged in marketing, after the entry of all customers to create a fiery red, "where the object", after the creation of clothing E-commerce brand first. Such experiences let Xu Xiaohui know the importance of marketing, marketing, humanistic care for E-commerce.

Xu Xiaohui that the enterprises doing vertical e-commerce due to limited funds, in the promotion of marketing must pay attention to the current social platform, including micro-bo, micro-letter, and so on, these communication tools are very consistent with the characteristics of the Internet, but also vulnerable to consumer attention.

"Do clothing e-commerce, must have their own cultural heritage, these can resonate with consumers, and ultimately make it a hardcore fan." The initial position in the "small fresh", that is, the commercial elements into a small fresh style, this will give the impetuous era to increase more humanistic care and quiet atmosphere, so that people's lives slowed down, in a hurry while also have a moment of leisure to enjoy roadside scenery. "Xu Xiaohui said.

For these vertical e-commerce enterprise failure, Wang Bin, the current E-commerce business between the focus is no longer the front page design, more warehousing, logistics, after-sale, service, supply chain construction and other users can not see things.

The survival of the Giants

Speaking of their own business situation, Xu Xiaohui that this is not related to the current entrepreneurial environment. "Although we are in the age of the Giants, we can still have a foothold as long as we integrate our resources and do our product and user experience," he said.

Wu also believes that the field of E-commerce will not be just two or three companies in the world. "The market is very big, the opportunity is many, has the big brand existence also certainly to have the small brand the opportunity".

So in the giant era, vertical e-commerce enterprises in the way out?

Wu Weiding said that the current business in the field of E-commerce should have two key conditions, one is to have sufficient supply chain, the second is not to use the thinking of the Giants to do E-commerce, not too much involving the giants of the territory.

Wu Weiding that the current vertical e-commerce enterprises must be in their own vertical areas more focused, more vertical to do fine, do a good job. "For example, every day nets, Lok Feng Network and poly-Mei excellent products in this vertical area of cosmetics has made a reputation, especially every day net, in the field of E-commerce has more than 10 years of experience in the professional procurement team, mature back-end logistics warehousing services, to become a lot of consumers favor cosmetics website."

Tian Cat President Zhang Yong also to some people want to venture in the field of E-commerce. He believes that the future of electronic commerce pattern must be several large platforms under a number of fine division of Small E-commerce Enterprises. Zhang Yong, for example, there are some wedding services on the market site, such a site in the days of cats can also be found, but the cat on the site only provide goods supply. And these wedding sites not only provide products, but also in accordance with the needs of consumers to provide services, it is difficult to do the day cat. "Small and beautiful, will be the future trend of e-commerce development." Zhang Yong said.