Zong Ning: Electricity quotient big chaos situation unveiled, vertical will eventually move towards a hodgepodge

At present, the electrical business is a mess, suning easy to buy strong insert, let the Beijing-East reaction Strong, this morning's promotional activities, once got to the server crash. This confusion continues in all aspects, such as Jiangnan Spring began to engage members, trying to cut from the ads to buy or electric dealers. When other electric dealers are allowed to advertise on their own platforms, even the obvious competition of fast schoolbags allows them to open their own stores within their own system. Shanghai double brilliant warehouses announced the closure, and a variety of electric dealers default advertising fees are emerging. As for the electrical business into the logistics industry, has already become a system, and logistics into the electricity business is also a certainty. For a time, all the vertical industry began to diversify, which undoubtedly shows that the market has entered a new stage.

About the power of the book Strategy, I wrote an article, published in this issue of the "new leader", such as magazine interviews, can be published in the blog, this analysis is not to repeat. And before the Jiangnan Spring's new strategy also has a certain analysis, we can turn to the front. Now talk about the overall development trend of the relevant industry.

The development of vertical electric business has a long history. Everyone through the vertical, specialization triage customers to make up for the integrity of Taobao short board, as well as reduce the vast amount of data. Like group buying, the essence of group buying is to launch a product every day, let everyone avoid the choice of worry, can do up, now and all like Taobao shop, trying to increase their sales through product diversification, for the final results of group buying is probably counterproductive, because this changed the basic characteristics of group buying positioning. For other vertical electric operators, it is the only way.

Electric dealers do the book, the purpose is low-cost access to a large number of registered users, on this basis, to obtain a long tail of the operation of the foundation, as long as the continuous increase of their own website products, these customers finally basically achieve a stop shopping, will form shopping habits, become loyal customers. And as advertisers, it was a platform, and Jiangnan spring Q Card, has begun to develop registered users, terrible is, this registered user or mobile phone binding, although the current Q card burst the sale of customer information negative, but the ultimate development is immeasurable, because the media has been from a platform and access , and became a vertical electric dealer channel. And for the electrical business to do logistics, has been seen as the most fundamental way to improve customer experience, and the completeness of the logistics system, will determine the next stage of customer competition. and logistics business has a lot of customers, but has been a lack of effective deep digging, if from the office supplies distribution has been to do the electricity business, the same is Goson. And the most terrible electric trader is Su Ning or the United States such a chain of giants, because of its 1234-line city of physical shops, a little transformation, can form a terrible logistics network, warehousing network and distribution network, which I am afraid that many from the Internet into the physical network of the electricity quotient, within a few years can not reach the height.

So, in a comprehensive way, everything has become a hodgepodge, the business model from the precise subdivision, and began to return to the all-inclusive, which has to give us a wake-up call. Precision electric business may have come to an end, the so-called electrical business of the cold winter, it should be specific to this incident, rather than the whole issue of electricity quotient. From this point of view, may be a lot of vertical electric Shangdou has lost the opportunity to enlarge, and the follow-up competition of several big giants, will influence the trend of this market. It is worth noting that the most potential is the most extensive market coverage of the traditional giants, because the entity chain support, far more than the illusory click-through rate to give customers confidence.

In everyone in the user's time, when the use of the mentality of making money to do the book, the outcome has been doomed, when the war is too slow, when the book becomes a promotional items and hit the user exclusive, did not develop a new profit channel. None of the new spoilers is cut from the book, making it the most tragic victim. From this perspective, large-scale business-to-consumer has not had a new chance.

Traditional industry test Water Internet is basically the main reason for the destruction of the whole army is that the stage of entry some early, traditional businesses can not afford to burn so much to hit the user's money. And now faced with the situation is that the vertical integration will be integrated, and vertical precision are basically no opportunity to break out, but if the use of a product auxiliary pin access to do the attitude of the brand electric dealer, in fact, is a good choice.

In this view, the future of the electrical quotient of the pattern and characteristics should be more significant changes in the field of certain industries in a comprehensive vertical electric dealers may be the destruction of the whole army, while the traditional brand of precision electric dealers may be springing up---perhaps their own to do may be Taobao mall, And the traditional areas of deep chain depth of the industry, such as advertising and logistics industry, will continue to cut into the electricity business. And the real old electric dealer, under this kind of under the pressure, the vigor still lies in the various entity system which constructs.

I am still the point of view, either the logistics, or the store, not the landing of the electric dealers have no future.