What is the reason for the "lagging behind" of the electric business after the war?

Source: Internet
Author: User
Keywords When when the electric business War why clothing very

Netizens "flash powder": The past few years of a variety of electric business battles are rarely seen when the figure, see reports are often said when there is marginalization of the crisis. Why in the latest earnings, when the last quarter to achieve three years of first profit?

Tencent technology: When it can be profitable again by several factors.

From the big environment, said the 2013 electric business industry play farewell to the simple price war, so when the pressure corresponding to reduce.

According to the internal environment, when the past 2 years of expansion of clothing, department stores and other categories, but also to promote the strategy, the entry of the cat, its own open platform business also help when the increase in gross margin, these are for when the fourth quarter profit lay the foundation.

When you lose three years

When the net profit was about $3.6 million in the fourth quarter of 2013, the net interest rate was only 1.1%, which could be said to be not easy to make, but also when it was the first quarterly profit since the first quarter of 2011.

The first cause of a continuous loss in the last three years is a price war.

When CEO Guoqing (Weibo) disclosed in early 2012, when the book business gross profit margin from 25.5% to 19.5%, lost 6%, is because Jingdong involved in the book category, and when the big hit price war.

Guoqing had complained that "Liu (Micro bo) (in the 3C category does not make money) the strength has not passed, this time he will attack my book category, I do not know why, neither strategy nor sensible, China's first listed E-commerce company share price down, what good for you?

The price war was so far-reaching that when it continued to lose 9 consecutive quarters from the second quarter of 2011 to the third quarter of 2013, the total loss amounted to more than 800 million yuan. When 2012 gross margin is only 13%.

Changes in the competitive environment of electric dealers

2013, the general "interest War", the price of the butcher Beijing-East "repair" to raise interest, pay more attention to the improvement of profit level. Su Ning, Gome (micro-blog) These traditional enterprises also give up the radical measures.

Comparatively speaking, the electric business enterprise's "harmony" lets when when gradually restores the vigor. In this environment, let when the ability to put forward some measures to improve profitability.

Different when

Based on the development of the book business when also carried out a category expansion, department stores, clothing, special sales business is also growing rapidly. When CFO Shang said, the sale of sales channels has accounted for the total clothing sales of more than 40%. According to people familiar with the matter, the clothing category has greatly increased the gross margin.

When the user cost is low. Relative to the forefront of the electric business giants, when the user base is not large, 2013 users more than 20 million, more than 40% of the traffic is not through the purchase, from the old customer orders over 70%.

When 2013 years of the Four Seasons new users to obtain the cost of only 27 yuan, 2013 only 24-25 yuan a year, which is much lower than many electric enterprises.

When the alternative approach

First of all, as a well-established electrical business website, when the more special side is willing to "committed to" other electronic business platform.

October 2012, Dangdang officially settled into the days of the cat, when the 800,000 kinds of books, and more than 300,000 kinds of general merchandise category, at the same time into the cat, its self-store category also to "Dangdang boutique department store" in the name of the cat out of the flagship store.

Second, in the electronic business site generally everywhere to buy traffic, when the introduction of customers and other electrical enterprises in their own web site to advertise, but also to introduce Gome and other enterprises in when the shop. The latest news is that when and 1th stores have signed a cooperation agreement.

When the 3721.html ">2014 in the first quarter the growth rate of open platform turnover will reach 100%, and when the open Platform's Commission income is closely related to this, it can obviously increase when the gross margin."

When you are "not a star for many years", so that when suddenly announced profits, the outside can not adapt.

Even so, when operating profit margins are only 0.4%. Moreover, with the Beijing-east, the rapid growth of the cat, when it has been clearly "lagging behind", to continue to maintain the status of the electrical industry and profitability, the future has a long way to go. (Lei Jianping)

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