B2C Billion Club Members Reached 30 Capital Grab Second Wave Opportunities

Last week, data released by B2C last year showed that the annual turnover exceeded 100 billion yuan.

According to the report released by IARI, Taobao mall was far ahead of 30 billion yuan trading volume in the 30 B2C enterprises that entered the billion dollar threshold last year, followed by 10 billion 200 million yuan Jingdong mall, Amazon and Dangdang respectively three or four yuan by 3 billion yuan and 2 billion 260 million yuan respectively.

It is worth noting that the top two Taobao mall and Jingdong mall are the two leaders of China's e-commerce platform B2C and vertical self B2C.

At present, these two very different business models are being developed in their respective fields.

Not long ago, Jingdong mall announced that it had won a third round of $about 1000000000 in financing.

But AI predicts that in the next few years, the volume of platform B2C will lead significantly.

According to AI data, the scale of China's B2C pactions in 2010 amounted to 63 billion yuan, accounting for 12.7% of China's total online shopping market scale, representing an increase of 3 percentage points over 2009.

Among them, the platform B2C paction represented by Taobao mall is the sum of the scale of independent sales B2C pactions.

The agency predicts that in 2011, the scale of platform B2C pactions will account for 9.7% of the total online shopping market scale in China and 9% of the total sales of B2C, which will further increase in the next few years.

In the remaining 26 seats, clothing and clothing vertical B2C accounted for 10 seats, all guests, Mcglaughlin, vip.com, dream bazaar ranked the top, of which customers, Mcglaughlin ranked fifth and seventh, the paction volume is 1 billion 850 million yuan, 1 billion 210 million yuan.

Digital home appliances accounted for 7 seats, of which new egg, suning.com, and iXon ranked the top ten, with turnover volume of 1 billion 800 million yuan, 1 billion yuan and 800 million yuan respectively.

In addition, footwear B2C occupies 3 seats, namely, happy Lok, shoe store and Le Tao; beauty and skin care category has two seats, namely NO.5 Fashion Plaza and Le bee net; mother and baby product family is a red child; book audio and video family is 99 online bookstore.

Conversion curve change

It is worth noting that the overall conversion rate of orders in December was higher than the annual average level.

For example, the average conversion rate of Dangdang was 2.62% last year, climbing 3.7% last December; the annual conversion rate of excellence was 2.67%, and that of December was 3.4%; the annual conversion rate of all customers was 2.9%, and December was 3.4%; the average conversion rate of Le Tao was 0.61% last year, while that of December reached 4.3%.

Chen Hu, vice president of Le Tao, said that besides the deepening factors of online shopping and penetration of Internet applications, the improvement of order conversion rate was due to the collective attention of the whole industry to this index.

"Before last year, the industry also paid more attention to the development of new users, ignoring the maintenance and development of old customers."

Chen Hu believes that the important source of new users is traffic purchase, and this year, the main sources of traffic, such as web site navigation, website alliance, search engine and other prices have soared, in this case, it is more important to maintain the old users.

The top 5 executives in the list told reporters that since last year, the tide of financing and the burning of money have apparently opened up the industry reshuffle. Before the completion of the shuffle, the order conversion rate will not continue to grow, and there will be a period of stagnation or even a turning trend.

Compared with the hot financing and burning marketing in the B2C field since last year, the overall performance of the B2C industry is not matched.

The Ai Rui report shows that last year there were only two companies in the whole industry with over 10 billion pactions over the past year, but only 8 out of 1 billion yuan, with 16 below the threshold of 200 million yuan.

The industry insiders said that in the next two years, the conversion rate of B2C industry will be fluctuated by the threshold of advertising based on capital.

Chen Hu also agrees with this view.

He believes that in addition to the factors of low and high season, the trend of conversion will be nonlinear. Only when all kinds of thresholds and brand effects are formed, will the conversion rate enter a long-term upward cycle.

New impulse of industrial capital

The emergence of 30 billion club members has made the growth of the growing electricity supplier's financing hotter.

Compared to last year's VC/PE dominated financing boom, industrial capital has become the protagonist of the second wave B2C investment in the past two or three months, and Tencent, Alibaba, Baidu and even Focus Media have already entered the field.

According to people familiar with the industry, the industry's known investments include Ali's investment shoe store, Baidu's investment in BELLE business, Jiangnan Chun's investment in grass roots, Tencent investment in eBay and trading treasure, and Sina shares in Mcglaughlin.

Among them, Tencent has been extraordinarily excited.

According to insider sources quoted by mom, they have already received 20 million yuan investment from Tencent, and another person familiar with the matter said that the new round of financing completed by good luck last month was led by Tencent.

The most important sum of money in the rumor was Baidu invested in BELLE.

According to people familiar with the matter, the investment amount is as high as 2 billion yuan, and monomer financing is second only to Jingdong in the industry.

Rumor has it that Ma has personally called BELLE to compete for investment opportunities, but eventually Baidu won.

Gong Wenxiang, the founder of "30dao50.com", who has "deep throat industry", said that the reason for the rush of industrial capital is that B2C investment and operation competition are more and more intense, which has made the industry realize that it is necessary to seize the "window period".

For industrial capital, Baidu had some attempts, such as Baidu and Tencent pat, and now it is not very successful. Now they enter as an investor. It will be a strong opportunity to reallocate and seize the layout.

Chen Hu said that the intention of entering industrial capital is different.

He believes that Ali investment in B2C is to gain experience and play the role of financial investors; while Tencent and Baidu are mainly in the industry position, it is more meaningful to get through the channel of cash flow.

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"Amoy brand" into a new mine

In addition, B2C's impulse of capital is another direction that the brand has begun to embrace intensive investment.

According to Gong Wenxiang, in the past two months, more than 10 Amoy brands have been invested. For example, Focus Media has invested in cosmetics and Amoy brands. IDG is about to invest $10 million in the Korean clothing company.

Gong told reporters that when communicating with investors earlier, they could still feel that they had a lot of doubts about the "Amoy brand", such as whether they would be confined to Taobao platform, and whether they would attach too much to Taobao risk.

Now, under the pressure of investment competition, the management has also ignored too much. "As long as the top three of Taobao category, almost all will be robbed."

Take the Korean clothes club as an example. Before the IDG entry, the Taobao first ladies' clothing store had news that Wu Ying's China zhe Jia Meng had also intended it.

However, insiders say that there is also a risk behind the looting of the "Amoy brand".

First of all, the "Amoy brand" and "go out" have a lot of difficulties. The rise of many Amoy brands relies heavily on the support of Taobao.

In addition, Gong Wenxiang also said that Amoy brands sell tens of millions of yuan or even hundreds of millions of yuan, but once the financing is accepted, the pressure on the growth of investors' sales will increase by 2~3 times.

"Most of the founders of the Amoy brand are from grass roots, and after a lot of investment, the company team will expand from hundreds to thousands of people, which will be a great challenge to management ability."

Gong Wenxiang is worried that many "Amoy brands" founders are not ready yet.

Chen Hu said that at present, good independent B2C investment opportunities have become scarce, and the new projects in the "brand name" brand have naturally become another mine to be excavated.

An anonymous general store B2C executives said that the industry capital grab and the "Amoy brand" usher in the investment boom, making the B2C industry opportunity once again proved.

However, he believes that the layering pattern of B2C industry will be more obvious.