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The "Elimination Year" Has Become The Trend Of E-Commerce Market This Year.

2012/2/20 14:10:00 26

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2010

E-commerce market

It can be said that scenery is boundless.

More than 50 venture financing, IPO and M & A amount to more than 1 billion dollars, group buying website from the beginning of more than 100, to the end of 2010 has reached nearly 2000, plus Mcglaughlin, Dangdang network has been listed, let the outside see the e-commerce market in the strong support of government, capital craze pursuit of prosperity.

The crazy expansion lasted until 2011, and there were four inflection points. The price war started for the first time. The electricity providers who had been highly sought after by capital have started to freeze in the capital market. After the roller coaster boom, the group buying website has rapidly entered the freezing period. The 1/4 website has closed down. Ni Zhengdong, CEO of the Qing Ke group, said: "many of the venture capitalists in the second half of 2010 to the first half of 2011 have suffered serious losses."

This has led to a more cautious venture capital investment, and e-commerce enterprises are facing unprecedented financing difficulties.

By 2012, the beautiful coat could not cover up the current situation of the loss of most business enterprises, and the fairy tale broke with the capital bubble.

Due to the popularity of venture capital, the development of a large number of B2C websites and group buying websites is basically out of control. The most direct reflection is homogeneous development and vicious price competition.

The "elimination year" has become the industry's definition of the development trend of e-commerce market this year.

The electricity supplier is looking for profit.

In fact, people in the industry predicted that

Electronic Commerce

The crazy financing expansion is likely to be a precursor to the collapse of the new Internet bubble.

Ma Yun issued a statement in early 2011: in the next ten years, most of the business enterprises will go bankrupt.

This coincides with the chairman of Jingdong mall Liu Qiangdong, who once said on micro-blog that "2012 will be the first year of China's comprehensive e-commerce competition, and it will be very tragic."

Huang Yuequan, managing director of Jiangsu Shun Tian Tao, also predicted that "2012 will be an important year for China's B2C industry to mature, and also the beginning of a wave of sand.

A series of events in 2011 showed that the mode of blind burning of electricity providers is coming to an end, and the industry bubble that has been fuelled by burning money mode has started to break.

Facts show that their predictions are correct.

Electric business enterprises have deep understanding.

Taobao mall CEO Zhang Yong and Masa Marceau menswear brand CEO Sun Hong believe that although good projects can still get funds, most of the project financing is becoming more and more difficult, many business enterprises are very tight capital flows, capital winter is already coming.

Although according to the 2011 online shopping data report released by AI in January 11th, the scale of China's online shopping market in 2011 was close to 800 billion yuan, reaching 773 billion 560 million yuan, an increase of 67.8% over 2010.

The scale of Internet users in China also reached 513 million in late December 2011, 55 million 800 thousand in the whole year, and 4 percentage points higher than 38.3% at the end of last year.

However, the expanding scale of market pactions and the increasing number of Internet users have not made the business enterprises benefit from profits. On the contrary, most enterprises are still in a state of loss.

"A few years ago,

Electronic Commerce

It is in an outbreak stage, and most enterprises pursue the scale effect too much.

"Scale effect is not a long-term method, because it is based on sacrifice of gross margin and other things," said Li Jincheng, senior director of operations.

In 2012, the e-commerce industry did not have such an optimistic financing environment. This also prompted the e-commerce market to develop in a more rational direction, and enterprises paid more attention to profits.

However, Li Jincheng said frankly that some companies will not continue to price war strategy, which mainly depends on the financial pressure of different enterprises.

Price war makes electricity providers hard to support

At the beginning of this year, the Jingdong mall was reported to be a 5% to 15% price increase by the Internet. It was not only a Jingdong mall, but also released by a Panxi network. Last year's fourth quarter, the whole network B2C (business to personal e-business) showed an overall trend of price increase, with an average increase of 3% to 4%.

Although the monitoring result of the Jingdong business city does not agree, but the "rise in price events" has let e-commerce enterprises gradually recover from the madness.

In addition to rising prices,

Electricity supplier industry

In the past, the distinctive shopping platform of consumers' impressions developed towards the "large and complete" department store.

Searching Dangdang in Baidu, its profile is "the world's leading comprehensive online shopping center". Jingdong is a "professional comprehensive online shopping mall", and the red kid is the "leading comprehensive online shopping platform".

On the one hand is the pressure of competition, and the other is the demand for profit margins.

To this end, expanding sales category has become an option.

"The main competitive products can not be very profitable, mainly for the market, but there must be products that can make money."

But the "uniform" online shopping mall has made the differentiation of websites less and less obvious.

The homogenization of commodities is serious, and the profits from sales can be greatly increased.

Previously caught in the "creation - financing - expansion - refinancing" of the vicious circle of e-commerce enterprises, hot money constantly invested, but enterprises burn faster, holding large capital "spoil" business enterprises to burn money, loss also depends on the expansion of the scale of competitors, the battle of price, the promise of free freight, no reason to return service within 30 days, although a large number of consumers, but it has greatly damaged the gross profit margin of the company, its high cost has also made the electricity providers miserable.