When you're too slow, you can't keep up with the fast Electric dealer speed

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Absrtact: Many Internet bosses have said that standing in a typhoon can also fly. But if the tuyere is "forerunner" blocked dead, behind is a dragonfly I am afraid it is not easy to fly up. Now, when, is facing such a "follower" dilemma.

August 14, Dangdang released the second quarter earnings, the total net revenue of 1.9608 billion yuan, an increase of 31.3%, net profit of 28.8 million yuan, for 3 consecutive quarters to achieve profitability. After the earnings of the bright eye, when the stock price nearly three months also by leaps and bounds, rises by more than 40%. Earlier, the newly-listed BoE took out a net loss of 580 million of the second-quarter earnings.

In the past, the number of electronic quotient today is not a grade, but considering the Liu and guoqing in the micro-Bo Mutual pinch of the "base", the two appliances business platform will be taken out of the comparison. The latest earnings gain a loss, let some observers tumbled glasses, some people even think, when not in the few huge electric dealer price war lag behind, believe that bright earnings and soaring stock prices will let it back to glory.

But is this really the case? To explore the "sell the book Lang" when the recent trend of the reversal of the reasons, we are not difficult to find: on the one hand, when the large expansion of the category, from the sale of books mainly cut into the mainstream of the female consumer goods market. On the other hand, when the share price itself is underestimated, it is inevitable that a sharp rise in the current electric-quotient concept will be further heated.

E-commerce has long been one of the "troika" of China's Internet economy (the other two are ads and games), the market itself has a lot of growth space, the capital market is particularly favored in this area is understandable, Jingdong, Poly-Mei, and known as the "Wall Street Demon Stock" is a product of the capital mania. From these two aspects, when the performance of the second quarter can be said to be a natural response, not enough to come up with a brilliant conclusion.

From the trillion-tier market volume, the field of electrical business does allow many players. But the internet industry also has a time-tested iron law: 721 Law--the same kind of market usually has a super company will occupy the market about 70% of the share, the second will occupy about 20% of the share, the remaining 10% by a few small companies to eat. In the platform of this subdivision category, the BoE has undoubtedly occupied 7, the remaining 2 is now to see Suning easy to buy in control, at this time when the exerting force, has degenerated into with other platforms to fight for the remaining 1.

Of course, the market changes, internet companies are more prone to ups and downs, do not rule out when there is the possibility of a reversal, but for now, this possibility is very slim, at least when not to show out the determination and courage to create this possibility. On the contrary, when the existence of the two major mishap, as the business continues to develop further, will further restrict the company's development momentum.

Mishap One: The foundation is the light assets, to the heavy asset expansion is not easy

And the great Amazon side by side, when I was in college online shopping book one of the two major options, which at that time the network of goods are not so diverse today, this feature is a big advantage. But unfortunately, when indulging in the advantages of such a light asset too long, has not carried out the category expansion, or did not successfully open up other categories, such as heavy asset 3C, home clothing. So that when the Beijing-east to the book dealers attack, when the share is eroded but not in other categories to launch a counterattack.

"Not only is China's largest online bookstore. "Until the evening of August 5 this year, when the official network issued a" statement ", claiming that September is about to open the road of transformation. "We want to be a culture of the comprehensive category of fashion electric dealers." In addition to books, there are clothes, shoes, accessories, beauty makeup, household items. At present, when the home page on clothing, beauty makeup and other fashion category has occupied the visual center.

However, from a major selling book of Light asset platform, to sell household clothing and other heavy assets platform transition, this difficulty is not generally large. Logic is reasonable, whether the user can smooth migration first not to say, the single large goods to warehousing, logistics, express delivery of the challenges, there will be a long-term operation of a single business when the toss, let alone into the Beijing-East site, in 3 C, home appliances and other categories also a higher.

Analogy, when the previous repair is a single lane, now to want to run more cars on this road, you have to widen the driveway to the two-lane four lanes or even eight lanes, otherwise even if the increase of more cars, "traffic" also can not run up.

Mishap two: The loss of competitive opportunity, has become a follower rather than a challenger

When the Jingdong and when the price of the war, played quite thrilling, at that time both sides have suppressed Yigujin, is not to give up, because whether it is Liu or guoqing, and the investors behind them are well aware that once the defeat, the loser will not only be momentum, but the whole future. It turned out to be true.

Jing Dong in the past and when the match, also experienced suning easy to buy and the attack, later is and the cat direct confrontation, a few toss to do today's brand awareness and the status of the lake. and "lazy" when, since then in fact has been doomed to lag behind.

Compared to the second quarter of the results of the two sides, although the Beijing East loss of 580 million yuan, but its net revenue reached 28.6 billion yuan, is when 1.9608 billion 14 times times. From the current market value, Jingdong as high as 42.3 billion U.S. dollars, when about 1.2 billion U.S. dollars, the former is 35 times times the latter. These figures clearly reflect the gap between the two--and just two or three years ago, they were both "double-entry pairs", which were talked about in the same breath.

Many internet bosses have said that standing in the mouth of a typhoon can also fly. But if the tuyere is "forerunner" blocked dead, behind is a dragonfly I am afraid it is not easy to fly up. Now, when, is facing such a "follower" dilemma. Of course, when the Bisunin still to be more rational, no Hao smashed 18亿来 since the singing, "solo a song."

In fact, regardless of what I said above the long-term adherence to light assets to sell books, or from the price war to withdraw from the loss of competitive opportunities, in the final analysis point is the problem of Dangdang operation strategy, and the core of the problem Crux summed up a word: slow. To be content to sell books The 15 reflects the slow, but also slow-running away from price wars-yet, in the fast-paced era of electricity, will there be a sluggish place?

Source: Baidu Hundred; Author: Zhu Fei public Number: zhufei101.