Vertical electric business self-help, Reposition transformation becomes main lesson

The existence of a vertical electric trader has long been known to the industry, these once to seek the difference development and go to the vertical road of the "electric dealer pioneer" Now appears more embarrassed, one side is the giant squeeze, leading to a sharp contraction in market share, on the other hand is the inability to transition, facing the increasingly passing users, vertical electric business impotent.

However, the market influence still exists in Shop No. 1th, Dangdang still in their own field to establish a strong influence, even in the business downturn today, its own attributes are still not confused, their market value can not be ignored, holding a group of heating, repositioning transformation into the main lesson of Shop No. 1th.

The vertical electric dealer helps oneself

Every guest "debt door", Dangdang edge ... Show the current situation of vertical electric business site, even as the domestic electric industry once the veteran enterprise, it is difficult in the industry tide to find one side of their own refuge, the fate of the vertical site has been the industry to see decline.

In the near future with the only goods will be positioned in the special sale of the Qiao words announced close, as the first to introduce limited-time special selling mode to China's web site has not been able to take root in this, there are analysis that foreign executives of the domestic market does not understand the cause of the fall of Qiao, but also some analysts believe that Although the flash-purchase model in the only product will be a huge expansion, but throughout the flash shopping market, gather still net, charm, Qiao words of the market influence, it is difficult to compete with the only products.

On the one hand, the survival environment of the vertical electric business industry by the giant squeeze, the giant in the product category expansion has been able to greatly meet the consumer demand, and the vertical electrical business once proud of the vertical subdivision of the field, today seems to appear monotonous, weak competitiveness.

In addition, the electric business industry undergoes a long period of bubble, hot money surging together with the founder of the group, resulting in the field of false prosperity, and when all of this flashy things gradually disappear, some problems are gradually exposed, lost the maintenance of capital and the pursuit of consumers, vertical electric power market influence plummeted.

And now holding a group of heating, transformation self-help has become the only way to vertical electric dealers, including before, No. 1th Shop and Dangdang Alliance, each other open platform, and opened their own official flagship store, launched a vertical electric business site Holding group heating the first bomb, but analysts believe that the industry as the weak two electric dealers, There is not much chance of turning over.

The reason is very simple, these used to be the big manufacturers of electric quotient, there is no accurate grasp of the pulse of the development of the industry, or too conservative, or too self expansion, when the Beijing-east a slightly predictable transition platform, has been in the field of their own achievements in the when, where the goods did not actively seek change, wait until the platform gradually formed, To the vertical electric business squeeze also began to increase, this time, and then seek self-help, the timing is no longer.

The search for redress has yielded little

According to a study published by the China e-Commerce Research Center, the 2013 China Consumer Network retail market (including platform and independent sales), the number one is still the cat, accounting for 50.1%, the second place in Beijing East, Occupy 22.4%, the third is suning Tesco reached 4.9%.

Tencent's investment in the east will accelerate the domestic manufacturers of the division of the various echelon. In the future, the days of the cat, Jingdong and Tencent will be among the first echelon of the industry; Suning easy to buy, Amazon China, only goods will, No. 1th store listed in the second echelon, Dangdang, Gome online, where customers sincere taste in the third echelon. This shows that the domestic consumer market is becoming more and more obvious, oligopoly trend, the small and medium power, especially the vertical electricity dealers will be in the capital, scale and customer competition pressure.

As for the future trend of the vertical electric quotient, there are pessimists who believe that vertical electric business will die no doubt, there is no market value, but for such as Dangdang, 1th stores such a certain brand influence of the vertical electric dealer should be in the platform to seek refuge, on the one hand, the vertical power of their own influence can be fully preserved, on the other hand, With a large platform of asylum, in the service and experience of the promotion, but also let their own future in the market competition has a certain degree of success.

For example, Suning has acquired red children, it is reported that suning 2013 income growth of 7.19%, of which online business growth of 43.86% per cent year-on-year. and "Red Child" mother and child, cosmetics and other sales revenue and open platform, business travel, recharge, lottery, group purchase, such as virtual products such as the sale of total tax-bearing income of about 4.2 billion yuan. Su Ning's acquisition of Red children has become the industry's positive teaching materials, on the one hand, the acquisition of red children quickly complement suning in the mother and infant market short board, at the same time compared to Hom children in the fierce competition in the mother and infant market singles alone, with Su Ning's backers, the prospects will become open

Analysis that, in the vertical electric business to seek to hold a group of heating background, the vertical electric operators can rely on their own operating experience on the advantages of the use of the cat, Jingdong and other platforms to obtain traffic, to achieve the resurgence in the industry.

Conclusion：

According to the current market situation, vertical electric business may appear in the future three trends: one is like the above mentioned by the Big electric dealer mergers and acquisitions, the second is likely to be outright failure; the third is to go out of the differential development road, different from the transfer and platform, vertical electric business to narrow differentiation, specialization route, forming such as "Watson" The same in the field of depth development, but also the future of the vertical electric operator a way out. Now left to the vertical electric business time is not much, how to choose, how to save themselves, has been allowed to think more.