Electricity Supplier Grab Control, Garment Enterprises B2C Competition

The excitement of China's e-commerce market is often accompanied by capital war.

A few days ago, vip.com, which started with the brand discount "time limit rush to buy" mode, once again obtained a joint investment from Sequoia and DCM, and the B round of financing amounted to 50 million US dollars (about 320 million yuan). Earlier, Sina invested $66 million to buy 19% of Mcglaughlin's shares. vancl The fifth round of financing is over US $100 million.

The latest financing data show that clothing B2C enterprises have been favored by VC. And AI consulting recently released the "2010 China B2C retailers data rankings" also shows that in the electricity supplier contend camp, in addition to Taobao mall, Jingdong, excellence, Dangdang, the four comprehensive department stores have no suspense into the first tier, the second tier is basically controlled by the clothing B2C enterprises, fans, Mcglaughlin and vip.com are the top three in the vertical field of clothing, and vip.com, which has an annual turnover of over 300 million yuan, has become one of the largest e-commerce platforms in Southern China.

Vip.com racing

China B2C released in 2010 by AI consulting Retailer According to the two indicators of annual turnover and monthly average visits, data ranking is used to arrange B2C business.

"In the first place, the annual turnover of more than 2 billion yuan of electricity providers is listed as the first tier, the annual turnover of over 100 million yuan of electricity providers are classified as second tier. It is worth noting that the first tier Jingdong mall is mainly for the sale of digital appliances. The price of the customers is very high, and the consumers who cover them are not more widespread than the B2C. Therefore, in the second tier, the highest sales category is clothing, not digital appliances. Yu Ming, the famous Internet expert and director of the Interactive Marketing Research Institute of long Wen, told Nandu reporters that China's B2C clothing in 2010 Online shopping market The scale is 12 billion 280 million yuan, and it is expected that the sales volume of clothing B2C will exceed 18 billion yuan in 2012.

In the flaming fashion B2C, "a big market", a cold black horse's violent Rush has aroused great concern: vip.com, which started with the brand discount "time limit rush to buy" mode, has reached 300 million yuan in online retail sales, ranking from 17 in 2009 to 13 in 2010, ranking the top three in the national clothing B2C, while its monthly average visits exceeded 14 million, far exceeding the famous B2C brands such as "red children", ranking ninth.

This kind of performance naturally wins the appreciation of capital. Vip.com has won $50 million in B round of financing since its injection of Sequoia Capital and D CM 20 million dollars last year.

Electricity supplier contend camp is changing

It is worth noting that "the battle for electronic commerce in China has just started, and the advantages it occupies at present is not what it stands for." It is clear that the "suning.com" in the second tier is likely to jeopardize the status of the "Jingdong mall" at any time. And clothing B2C's "top three" may change at any time.

In Ming further analysis, "Mcglaughlin is mainly doing directory marketing, in the context of advertising costs crazy, its introduction of sina capital injection, should be to rely on the" Sina micro-blog "marketing, or in the" break advertising to buy performance, "the old way, the core competitiveness is not obvious. Von Cheng's CEO Chen (micro-blog) even said that in 2011, the cost of advertising and marketing would be as high as 1 billion yuan.

Looking back, where is vip.com's $50 million for troops? The answer is overweight logistics construction. Tang Yizhi, vice president of vip.com, told reporters that the existing 20 thousand square meter Southern China warehouse will be upgraded to a duplex shelf, and the storage capacity is expected to double after it is completed. In addition, vip.com will also consider establishing a new warehouse in Beijing to further shorten the delivery time of goods. The new warehouse in Kunshan, Shanghai, is also under construction. The logistics center, which is 24 thousand square meters, is scheduled to be put into operation in August this year.

If 20 thousand square meters of shelves can support the operation of 300 million yuan goods, warehousing several times expansion also means that vip.com's next sales will grow exponentially.

DCM partner Lin Xinhe has estimated this growth. "Although there are lots of B2C businesses that are being sought after by capital, the competition in the Internet field also goes through the" 28 rules ", and ultimately 80% of the market will be attributed to the highest number of Companies in the industry.

Specifically in the B2C field, "every mode will have only one or two enterprises to master the vast majority of the market share. Vip.com's goal is to become one of them." Vip.com C EO Hong Xiaobo said frankly.

Industry perspective

Logistics is the key to winning {page_break}

To be precise, besides vip.com, there are glamour benefits, Jiapin net, poly net and so on. They are following the business models of G ILT and V ente-privee in France: brand discount + time limit purchase + genuine insurance. If the recognition of capital market is taken as a symbol, vip.com is undoubtedly the leader in this field.

The essence of time limit snap up is to speed up the turnover rate of commodities, and rely on the fast turnover of commodities to drive the rapid flow of funds. If you want to sell beautifully, you will have to work hard in logistics and services. Wang Ruoyu, a senior logistics observer, said retail businesses sold one million of their products in three months, with a profit margin of 20% and 200 thousand in three months. If the profit margin of these one million products dropped to 10%, small profits and quick turnover, logistics accelerated distribution and 300 thousand would be earned in three months. In the final analysis, e-commerce competition is "last mile" logistics competition.