What Position Does The Strong Channel Business Occupy In China'S Electricity Supplier Territory?

2010 is the outbreak of e-commerce in China.

$1 billion 800 million of venture capital allowed Chinese e-commerce enterprises in 2011 to "

However, China's e-commerce will not happen in 2000 - 2002, the bubble burst of the NASDAQ Internet share. China's e-commerce is shuffling every day, but it will not be a bubble. China's e-commerce will truly become a "industry": whether it is the traditional service business model, such as easy interest, Dangdang, Jingdong, Ganji network, or the third generation online shopping brand electric business mode.

The service mode of the electricity supplier brand from books, electrical appliances to department stores, clothing, food and even building materials, home and car expansion, such as all time electrical network, Cuba shopping network, new seven day electrical network, brewmaster net, wine multi net, also buy wine, good Le buy, No. 1 shop, vip.com, love in the line, Yintai network, top grade discount.

Online shopping brand model is showing an explosive growth, by Mcglaughlin, VCG's exemplary role, from clothing to department stores, from food to vegetables and fruits, from shoes and leather goods to children's products, almost every consumer category is born in the "online shopping brand" business enterprise, such as Yue Tao, Massa Marceau, wheat bag, dream bazaar, Simi net, excellent fruit net, these online shopping brands with virtual online brand integration entity products, almost occupy 80% of the three portals advertising, its heat can be seen.

Platform based mode is looking for the foothold between the above manufacturer brand and the network brand. The C2C mode of the fair is not the most popular e-commerce mode. But it is too early to conclude that the C2C mode has no future. The C2C mode has finally become an electronic business platform which is different from the first two kinds of electricity supplier modes, and is still an indispensable channel type.

In addition, since 2010, manufacturing enterprises and traditional retail chain enterprises have also joined the wave of e-commerce. Obviously, this will bring greater "flood" of e-commerce. This kind of offline brand "on-line" trend is almost moving all the consumer goods sold in physical stores to the network. This is a "sales channel revolution" which is more massive than that of offline enterprises opening up new markets or new retail terminals.

At this point, we can clearly judge the essence of e-commerce: This is a revolution in sales channels, and an unprecedented "channel revolution" in the history of consumer goods circulation.

The first phase of the electricity supplier is mainly driven by the three main functions of consumer interest enhancement (commodity price reduction), the supply of long tail products and the digestion of surplus products. This stage is the popularity of e-commerce, represented by Taobao and Dangdang.

The second stage of the electricity business is subdivided into the main driving force. This is the diffusion period of e-commerce, with a large number of new online shopping brands represented by Mcglaughlin and van Kee pin.

The third phase of the electricity supplier, taking the integration of online shopping resources as the main driving force, is a new round of "network enclosure" marked by brand manufacturers and brand retailers' monopoly of quality commodity resources. This is the integration period of e-commerce. Manufacturers online shopping centers such as Lining, Haier, Lian Xiang, especially offline retailers, such as Yintai, Cobb, Gome online shopping mall, suning.com, love online (beloved network brand) and Taoxiu net (BELLE official shopping network) are represented.

In 2011, the three types of e-commerce brand overlapped and separated, but eventually entered the integration period with the control of high quality commodity resources (or even monopoly) as the core. This integration period is not only the integration of online resources, but also the strategic adjustment of manufacturers and strong retailers under the offline channels, so we think this is a real "channel revolution".

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In front of the channel revolution of the "heavyweight" (involving structural changes in the distribution channels of trillions of consumer goods), the top e-commerce chiefs thought that the judgement of the 2 years of the electricity bubble's disintegration or the end of the shuffle will probably be short-sighted by time.

These brands, which cut into the circulation of consumer goods from network services, are easy to get goods and easy to lower prices because of overcapacity in China and high price of traditional channels. Therefore, they enjoy a period of explosive growth.

However, the real designer brand (whether original fashion brand or fast fashion imitation brand), high quality manufacturing products, luxury goods and so on, are ultimately in the hands of brand owners, and the real strength competition is just beginning.

The brand manufacturers, retailers and online shopping brands are playing a big game. Brand manufacturers are collectively lagging behind. Online shopping brands are leading and fostering online shopping habits. The strong channel providers start to seek hegemony in online channels, and from the perspective of industry value chain, strong channel providers do have better quality supply chain resources to achieve their strategic objectives.