Scrutinize The 2010 Online Shopping Market

Before holiday is the most important business.

Fengyun 1: traditional enterprises are not backward

Convenience and low price advantages attract more and more netizens to choose online shopping.

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Suzhou, a home appliance giant, announced its high-profile purchase on the Internet last month, and set a strong plan to "become the largest Chinese household appliance online shopping market in three years" and "market share reached 20%".

Competitors from traditional channels will continue to face each other online.

With Suning's involvement in the field of e-commerce with the help of physical advantages, Gome signed Shanghai World Expo as the world's largest franchised dealer in home appliances. Gome gradually found its own feeling and plans to officially enter the field of e-commerce next month.

Xidan shopping malls should be the early retail businesses that opened online shopping centers. Xidan has been in the market since last year.

Zhang Yanping, a senior analyst at Ai consulting, believes that in the next few years, traditional businesses will become a trend in e-commerce. After changing the embarrassing situation of online shopping malls in the past few years, the strategy of mutual penetration between the two channels online and offline will be implemented.

Traditional retail businesses enter the field of e-commerce, and have advantages in terms of credibility by virtue of their market influence and reputation over many years in physical channels.

However, how to avoid online and offline self conflict is a problem that traditional businesses need to resolve.

In the click consumption activities organized by the Beijing Business Council, the relevant person in charge of the Xidan Shopping Center said that the sales volume of Xidan IGO5 was less than 1% of the retail sales of the physical stores. At present, the sales of goods sold by Xidan IGO5 are very high with the sales of Xidan shopping malls, which is the main reason for the sale of online shopping centers.

The new seven days Electrical direct selling network CEO Zuo Yingjie also pointed out that Suning opened the online and offline business conflict that Yi Kai faced.

Zuo Yingjie believes that in order to avoid the conflict between physical stores and online shopping malls, traditional businesses need to be misplaced, and putting some product lines into online shopping centers will virtually reduce the number of goods in physical stores.

However, Zhang Jindong, chairman of Suning Appliance (15.49,0.47,3.13%), seems that it is not difficult to operate online and offline.

Domestic appliances, 3C and other product brands and models are abundant, which provides a guarantee for the selection of products suitable for sale online.

Traditional channels of physical stores and online shopping malls can take advantage of 1+1>2.

Suning marketing President Kim Ming said that relying on hundreds of millions of procurement platform, Suning and major manufacturers at home and abroad to establish a direct cooperative relationship, with absolute price advantage.

In addition, Suning's 100 logistics centers and 1000 distribution centers far exceed those of other home appliances online shopping centers.

Fengyun two: B2C website ushered in the outbreak period

The traditional enterprises represented by Suning Appliance and Xidan shopping malls have entered the field of electronic commerce, bringing new signals to the development of the e-commerce industry.

Zhang Yanping pointed out that with the entry of traditional enterprises into network direct selling or distribution, the number of B2C enterprises will rise rapidly.

The success of traditional enterprises should be COFCO.

COFCO, with its products such as cereals, oils, beverages and convenience foods, and its market share in traditional channels, has become the main channel for many white-collar workers to buy daily necessities.

Miss Yu is a loyal customer of my net purchase.

"Orders on the Internet, couriers can deliver door-to-door, to avoid shopping in the supermarket to find parking spaces, queuing up payment and carry things upstairs and other trouble.

The key is that goods purchased on official websites can ensure the same quality as supermarket channels. "

Miss Yu said frankly.

According to the survey of Yi faction consulting, although China's online shopping market is still dominated by C2C websites, more and more users began to try shopping on B2C website since the fourth quarter of 2009.

Fengyun three: professional website, department store, balance profit {page_break}

In the past, Dangdang and excellence, which specialize in books, changed from "specialties" to "miscellaneous" since last year.

A good child website specializing in maternal and infant products has also added small household electrical appliances and clothing products.

With the increase of consumers' acceptance of online shopping and the habituation of online consumption, website department store can provide one-stop shopping convenience for Internet users and increase sales with the help of existing consumer groups.

For the reasons behind the website department store, Zhang Yanping analyzed that the development of some B2C e-commerce websites could change the problem of profit dilution caused by the price war of electronic products and books.

As we all know, clothing, home, infant products and other department stores have a high profit rate and a high frequency of purchase.

By expanding the category, we can balance the profits of the main products.

In fact, this is not difficult to understand.

Dangdang, excellent book price war for a long time about 30 percent off, and free delivery.

Recently, the "limit order" launched by the Book Publishing Association and several member enterprises has reflected from one aspect that the price war of Dangdang and excellent e-commerce enterprises has had an impact on the book market.

Dangdang, excellent e-commerce enterprises, through the low price strategy to cultivate the fixed consumer group, through the joint sale of high profit goods to obtain profits, this is also the core strategy of retail enterprises' low price promotion.

Fengyun four: C2C platform launched genuine revolution

Under the background of the increasing number of online shopping groups and the gradual maturity of online shopping environment, online shopping platforms are adjusting their business strategies, carrying out genuine, branding, guidance and management of many sellers on the platform, trying to get out of the predicament of scattered, chaotic and miscellaneous products in the initial stage of online shopping development.

As the largest C2C online shopping platform in China, Taobao has increased its cooperation with well-known enterprises since last year. The official flagship stores such as Lining, Jack Jones, Disney and other famous brands have settled in Taobao mall.

Last month Taobao electric mall was formally launched and set a threshold for the sellers.

Another C2C online shopping platform pat Network in the promotion of annual goods, but also for its "genuine Museum" within the seller's goods to focus on recommendation, and organize sellers to jointly reduce sales promotions.

Ma Yun, chairman of Taobao's board of directors, acknowledged that there were fakes on Taobao, but Taobao was the biggest victim of counterfeit goods. At the same time, there were far more real goods on Taobao than those in counterfeit goods in Chengdu.

Since last year, Taobao has been promoting the integrity system of Taobao network providers by means of integrity protection and early compensation. This year, Taobao will promote network trading rules with all network operators to fight against fraud.

Environment: a number of advantages to help e-commerce development

In most industries of last year, under the background of the slowdown in the financial crisis, e-commerce has become a bright spot in the economic field.

According to the statistics of a number of consulting institutions, the market size of C2C doubled last year, compared with that in 2008, and the total volume of B2C market reached two times more than that of 2008.

Last year, China's online shopping volume accounted for more than 2% of the total retail sales of social consumer goods.

In November last year, the Ministry of Commerce issued the "opinions on accelerating the development of e-commerce in the circulation sector", and clarified the guidance and support policies of government departments for e-commerce.

The Ministry of Commerce has made it clear that it will support the traditional circulation enterprises and professional online shopping enterprises to further expand online sales through improving the relevant policies of the development of e-commerce in the circulation field.

In addition, the Ministry of Commerce has promulgated the "electronic commerce mode specification" and "network paction service specification". Now it is organizing the formulation of "online shopping commodity distribution service specification", hoping to further improve the management level of enterprises through these industry standards, optimize the market environment of online pactions, and enhance consumer confidence.

Local government departments are throwing silk balls to e-commerce enterprises.

Take Beijing as an example, with Beijing becoming an international business city, the core of consumer demand based on e-commerce will also be gathered in Beijing.

In view of the development trend of e-commerce, Tongzhou District has pformed itself into an international e-commerce demonstration base with the advantages of highway network and railway artery.

At present, 13 e-commerce enterprises, such as fans, excellent companies and Jingdong mall, have been visited.

According to the development thought of the Secretary General of Beijing E-Commerce Association, Lin ya, the government departments and associations will focus on the construction of the "network consumer business circle" in the e-commerce industry. In the unified promotion platform of "click consumption, reassurance and benefit" led by the government and the industry association, we will gather more e-commerce brand enterprises that are compatible with the capital image, exert the radiation power of the "network consumer business circle", and form a geometric effect to help the rapid development of e-commerce enterprises.