"Vertical" will die? To form another "biosphere"

At present, although the development of independent shopping mall, but most of the commercial mall vertical proprietary mode has become increasingly inappropriate to the current network of rapid development of the form of purchase. All the compelling explosion information at the current Business-to-consumer mall comes from a "cat"! The "Double 11" daily mad volume more than 10 billion of the turnover of all the Business-to-consumer mall shudder.

In the face of increasingly competitive competition, many independent, vertical-mode mall will reduce market share, and finally disappear. The real strength of the consumer mall will be committed to the Third-party sellers, enabling a variety of payment methods, strengthen the comprehensive, social functions, research and development of unique products "eco-circle" business model quietly arisen. "Vertical" has gone, the future "ecological Circle" is the king.

"Vertical"--more and more narrow roads

Only product will, where the customer prudential products 、...... In recent years, a thunderclap name, a deep and deep in the vertical self-consumer mall, in the past few year by virtue of the rapid development of the network shopping spree, the major consumer mall has also continued through the financing and other forms of expansion in the hands of the capital through price reduction, advertising and other forms to attract popularity,

However, in the 2012, most of the use of vertical proprietary mode of the consumer mall more difficult than the original: the proportion of logistics costs to occupy more and more large, attract new users of the higher costs, the major commercial mall competition between more and more fierce, but also by the day Cat, Jingdong Mall, The powerful impact of the comprehensive business shop, such as Store No. 1th.

At the same time, the vertical category of the consumer mall its essence or retail, behind the cooperation with suppliers is its competitive core, and suppliers of cooperative relations and 2048.html "> Benefit distribution System is the basis of the existence of the business Mall." But this kind of interest relation itself is comparatively weak, among them the complex benefit distribution is easy to let the business of the public mall as the restraint, cannot be in the Operation War Fist.

Where the customer sincerity goods, only product will such vertical type of electricity quotient, under the continuous impact of the integrated platform operation, the decline becomes more and more obvious, the commodity structure is unitary, the product competitiveness is declining, the profit is decreasing, the operation risk is increasing, and the market share is decreasing constantly, which makes people worry about its future.

According to Eric's data, in the third quarter of 2012, the total number of days cat in the market is 54.6%, while in the remaining 45.4%, Suning easy to buy 9.9%, Amazon China is 6.7%, Bowser net 5%, where 4.2%, Xun net 3.9%, when 3%, 1th shop 2.8%, Only products will be 2.2%, new eggs 1.9%, the remaining other than 9.3% of the total. The rapid rise of the cat, Jingdong and Suning has squeezed the living space of many vertical classes.

It can be said that more and more originally intended to operate independently of the manufacturers have to go south, to join the strength of the integrated operating platform such as the cat, Jing Dong, etc. Not all of the commercial mall have to continue to support the independent ability and capital, can only attach to the current largest commercial mall-cat mall or Jingdong Mall and so on. In September last year, 38 of the company's corporate presence in the Cat mall is an obvious example of the thigh.

The "biosphere" trend is inevitable

"Singles alone" vertical self-mode can not be a climate, that is to build a platform for the electric business Holding group, the construction of a complete network of ecological system to "rumble."

As for the "eco-circle" operating model of the business Mall, it is a foreign Amazon. "Content + platform + terminal" Amazon model has become a classic case of the development of the commercial Mall. Although Amazon is a book start, but now has surpassed the limitations of the shopping site, with more network community and content production functions, and rely on the advantages of the book first portal, the formation of Amazon as the center gathered a group of accurate core target groups. In addition, through its own E-book readers, tablets and other products, to build their own app ecosystem, and so on, it has become the network shopping industry in the Big Mac.

And from the simplest in their own mall to introduce Third-party sellers, on the one hand, can expand the product line, break through the vertical proprietary mode itself logistics, management restrictions, but also to increase the site's flow and conversion rate; On the other hand, platform operation cost is obviously lower than vertical proprietary mode, so "ecological circle" Operating mode is easier to achieve than vertical proprietary type.

And at present, the original vertical electric business representative, has been to 3 C home appliances for selling points and the main products of Suning, Gome is constantly adjusting their strategy, Su Ning, Gome are building their own "ecological circle", gradually to diversify direction. such as the introduction of Third-party sellers, and group purchase site cooperation, commodity products, such as the rich variety, which helps them improve competitiveness, lifeline extension, the rise in profits.

It can be said that at present in the management of the Business Mall, with the vertical proprietary mode of operation more and more expensive, increased management risk, the continuous decline in profits, this mode of operation has been weakened and even abandoned. "Eco-Circle" operation mode by reducing operating costs, increase user flow, price control facilitation, independent social systems, integration of resources and other advantages, will be the future of the development of the business model of consumer Mall.