Vertical electric business sad day will continue: be forced to "professional and beautiful" platform dream unsustainable

After the "Burning Money" bubble, the electric business industry has been in the cold winter. "We are beginning to refuse to support this model. Xiaoguang, director of Intel Investment China, pointed out that because of the failure to find a sustainable business model, many of the 2012, the electricity business financing market will be more rational. This also means that the financing of the electricity business will be more difficult, especially the small and medium-sized vertical electric. Unlike the cat, Beijing-east and other large platform operators, vertical electric business needs professional, profit and sustainable development, in order to obtain the favor of capital.

The sad days will last

"E-commerce investment 2012 suddenly cold. "According to statistics, last year, e-commerce investment cases a total of 86, and 2011 investment case for 144, down 40%." In terms of exit, investors mostly opt to be bought. According to statistics, of the 9 cases that withdrew in 2012, 2 were IPO exits, 5 were mergers and acquisitions, equity transfers and repurchase exits.

"2013, we still need to prepare for the winter." "Also buy Wine co-founder Liu in the Third China Internet Investment Conference and E-commerce Investment Summit Forum, pointed out that this year's platform competition is still very fierce, the industry and no significant improvement, as the largest domestic import wine business platform, but also buy wine is not optimistic about this year's industry prospects.

2010, Mai Lin, Dangdang listed, the vertical electric business to the peak of financing. According to statistics, the current year, the electricity quotient of more than 24, the amount of 600 million U.S. dollars, 2011, 95 from the dealer financing, the total amount of more than 4.691 billion U.S. dollars, to create new highs. But in the second half of 2011, E-commerce investment environment plummeted.

The flow of funds has made it possible for more vertical electric operators to reduce costs and to save themselves by entering the platform of electricity dealers and selling. For example, Cotton has started a round of financing in 2011, but August 2012 has not been completed until the capital chain break was forced to stop operation;

The main reason for the capital fleeing is that it is not satisfied with the original business model of the vertical electric dealer and the characteristics of PE/VC own fast. Good buy president and co-founder Li Shubin pointed out, may be many vertical electric business ideal is not a vertical electric quotient, all want to by vertical electric business to make all-inclusive platform. "Frankly, I had the same idea. Now more sober: platform is platform, vertical electric quotient is vertical electric quotient. ”

Win by the difference of alienation competition

The difference competition is the outlet of the vertical electric quotient. "Everyone in the vertical sector has the opportunity, but the opportunities for independent development are limited, with only one or two winners." "Independent electric industry observer Li Chengdong pointed out.

Liu also pointed out that the vertical electric operators want to settle down, the key has two points: first, there is its own characteristics, platform-type electric dealers will not notice this in the short term, the second is to professional, in the vertical field of the formation of impact.

"Industry control is also essential. "Vertical electric business to really do deep through an industry, from brand positioning, brand imagination, brand communication, to product design, packaging, development, canned, delivery cycle, need to have a professional, even in the field of suppliers must have a certain bargaining power."

However, the small and the United States in the electric business industry does not exist, the industry pointed out that the vertical electric business is too narrow, because if this area is too narrow, he has no way to support a relatively independent platform, it is difficult to meet customer experience. That is to say, the vertical electrical business in the time to do the professional also need to do deep in the industry.