Whether the electricity trader can change from "savage" to "mainstream"

From "The three killed" to "double 11", the power of the electrical business blowout in the past year, the traditional department store industry overshadowed. Can the electricity trader become the mainstream of the business model in the end? And Wang, Ma Yun, "100 million to gamble", this is the next ten years the industry needs to answer the question.

Electric Shang Festival Suction Gold

December 12 early morning, 110 million users, 2.05 million "sweep the cargo team" waiting for "double 12" sweep goods, "11 11" Shopping Carnival day, the cat and Taobao through Alipay completed the total sales reached 19.1 billion yuan. Into the 2012, E-commerce blowout, the consumer market, "nibble" ability is quite alarming.

Alibaba recently announced that its Taobao and cat the first 11 months of this year's sales breakthrough 1 trillion yuan, "Ali department" electricity sales equivalent to the first 11 months of this year in China's social consumer goods retail total 18.68 trillion yuan 5%. This data is also the 2011 Chinese business chain sales in the top 3 of Suning, Gome and the Hundred Group Three annual sales of nearly twice times, and far more than the U.S. electric business giant Amazon 2011 48 billion U.S. dollars in operating income.

Data show that since 2007, the network shopping complex annual growth rate of 77%. Behind the popular shopping market, the traditional retail store industry is "eclipsed". According to the same flush (300033, share bar) statistics, the department stores retail industry 38 have issued three quarterly listed companies, 11 companies in the third quarter of business receipts fell, accounting for nearly 30%. Net profit fell year-on-year by 16, accounting for more than 40%.

Industry insiders pointed out that, whether the "three countries kill" or "double 11", the electric dealer's big promotion is selected in the traditional commercial large-scale promotion before or synchronous, in advance consumption of e-commerce flow, but also overdrawn the traditional business consumption power.

Channel for the King

In the 2012CCTV China Economic annual Character selection awards ceremony, Dalian Wanda Group Co., Ltd. chairman Wang and Alibaba Group chairman and chief Executive Officer Ma "Laugh about", 10 years later if the market share of Chinese retail sales accounted for 50%, Wang will give Jack Ma 100 million Yuan, If not to Ma Yun to Wang 100 million yuan. "Billion to gamble" sparked the industry's business model who will be the main ups and downs of another thinking.

As the electricity quotient grows stronger and stronger, the effect of "channel is King" is again embodied.

In the face of the competition of electric dealers, traditional commercial or active "electric shock", the online mall into an important part of business, or the implementation of differentiated competition, in the network store sales and physical shop consumer groups of different goods, or use of micro-blog, micro-mail, app and other platforms, push promotions and activity notices, enhance the viscosity of the target consumer group.

Like the home appliance giants, the brand that goes the store route is "net" one of the most active merchants. The flagship "fast fashion" Zara, Forever21, I.T, and other brands have been opened in mainland China shop, the network to cover the stores have not yet touched the two or three-line city. L ' oreal Group will include Lancome, Plant Village show, Biotherm and other brands converge to a dedicated E-commerce site luxury beauty.

Sufe, director of modern Marketing Research center Gang Gongling pointed out that whether it is the electrical business model or physical store mode, the Web page or container display and display is only a link in the entire supply chain, improve the supply chain, reduce intermediate links is "kingly". Enterprises should make efforts to reduce the cost of intermediate links, optimize the supply chain, integrate logistics, distribution, warehousing and distribution, and develop the channel mode, including online shopping, telephone shopping, TV shopping and so on, to reduce the channel cost.

Consumers ' rights are paramount

One side is a raging fire promotion, one side is the competition is not standardized, still in the "barbaric growth" of the electricity business has attracted the attention of the regulatory authorities.

August 14, Jingdong Mall took the lead to provoke price war, then suning easy to buy, Gome Online mall also announced a substantial price reduction, "The three killed" officially opened. Although the "price war" is staggering, but the national Development and Reform Commission price supervision and antitrust authorities said that the initial identification of Beijing East, Suning, Gome three companies and their online shopping mall suspected of price fraud. Jingdong Mall then to "8 15 price war" in the conduct of public apology, and said Will "as a ring, profound introspection."

Experts point out that the network for consumer protection to build a virtual barrier between time and space. "China's E-commerce development is not perfect, most of the shop in the brand, the credibility of the lack of construction, market competition is still around the price." "Sufe Logistics Management Department director Xiai Jiaping said, from the purchase of goods to the final receipt of the physical needs of a longer process, this time lag on the increase in the uncertainty of online shopping."

Shanghai Wanda law firm lawyer Liu Tingxian suggested that the business model of integration at the same time, the regulatory authorities should also exert force to ensure business integrity, but also consumers a clear.

Although low prices are the "killer" of current e-commerce, the interaction between physical marketing and online marketing is essential. With the promotion of brand awareness, and the current Chinese consumers still more trust in the kind, for some products suitable for sale in the physical stores, such as heat preservation, high transport requirements of liquid milk products, jewelry and so on, consumers are still accustomed to buy online. Enterprises should be offline and consumer direct contact to understand the needs of consumers, provide better services, expand influence. Cao Ming, Deputy Secretary-General of Shanghai Dairy Industry Association, said.