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2012 When The Electricity Supplier Is Eliminated

2012/2/21 14:03:00 21

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The e-commerce market in 2010 can be seen as boundless.

More than 50 risks

financing

The total amount of IPO and M & A is more than $1 billion, and the group buying website has reached nearly 2000 from the beginning of the year to the end of 2010, plus the listing of Mcglaughlin and Dangdang. The market has seen the prosperity of the e-commerce market in the strong support of the government and the pursuit of the capital craze.

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 the more prudent venture capitalists when they sell their products.

financing

Difficult problem.

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.

Electricity providers are looking for ways to make profits.

In fact, early industry insiders predict that the crazy expansion of e-commerce 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.

In addition to this view, Liu Qiangdong, chairman of the Jingdong mall board, once said on micro-blog that "2012 will be the year of full competition for China's e-commerce, and it will be terrible!"

Jiangsu Shun Tian naughty director Huang Yuequan also predicted: "2012, will be an important year for China's B2C industry to mature, but also the start of the wave.

A series of events in 2011 showed that the electricity providers blindly burned their money.

Pattern

Almost to the end, the industry bubble started to burst.

Facts show that their predictions are correct.

Electric business enterprises have deep understanding.

Taobao mall CEO Zhang Yong and Martha Marceau's CEO Sun Hong believe that although good projects can still get funds, most of the project financing is becoming more and more difficult, and the capital flow of many electronic business enterprises is very tense, and the winter of capital has already arrived.

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.

"In the past few years, e-commerce is in an outbreak stage, and most enterprises are pursuing the scale effect too much."

"Scale effect is not a long-term solution because it is a sacrifice," said Li Jincheng, senior director of operations.

Gross profit margin

And so on.

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 it difficult for electricity providers 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 Jingdong mall does not agree with this monitoring result, the "price increase incident" makes it difficult.

Online retailers

Businesses are gradually returning to reason from madness.

In addition to the price surge, the shopping platform of consumers in the electricity supplier industry has developed into a "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 trapped in the "creation - financing - expansion - refinancing" of the vicious circle of e-commerce enterprises, hot money constantly invested, but the enterprise burning money 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 company's gross profit margin, and its high cost has also made the electricity providers miserable.

Capital sharp winter burst the industry bubble

At present, the embarrassment of the electricity supplier's situation is also a growth stage that must be passed from an emerging industry to a mature one.

The electricity providers who are melting into the capital have quickly expanded their money to compete for users, advertisements, rush traffic and price.

This means that, because of the increase of costs, e-commerce websites can maintain their balance or even make profits from their own businesses, and they can only rely on financing to maintain the survival of burning money, and do the business of losing money by burning their investors' money. The result of vicious competition is pushing up the marketing cost of electricity suppliers.

The cost of advertising and the rising distribution logistics cost overwhelm the electricity supplier.

In the process of spreading the entire industry market in the cold winter period, we must distinguish clearly that the cold winter of the electricity supplier capital is not equal to the cold winter of the e-commerce industry. On the contrary, after the ups and downs of the growth of the e-commerce industry, our e-commerce industry is gradually returning to the rational economic camp and entering the important turning point of the healthy development track, which is very important for the future development of the entire electricity supplier industry.

Le Tao online shoe city actively explore new business models, the implementation of the "real warehouse sales" mode to avoid a large backlog of funds, reducing the pressure on the goods; Taobao mall in November 1, 2010 released an independent domain name, and then seize the sales opportunities of singles day, Christmas and so on, created one after another sales myth, and officially changed its name to Tmall at the beginning of this year, which is officially different from Taobao network, making the location of the mall clearer and clearer; a large number of annual sales of tens of millions or even hundreds of millions of grassroots sellers appear Taobao network.

More and more business enterprises are beginning to tilt towards product manufacturers, brand operators or traditional retailers.

enterprise

And branding.

The era of e-commerce has shifted from the age of network operators to the traditional enterprise era. The turning point of the era of e-commerce C towards B era has emerged.

All these positive messages show us that the e-commerce industry is still full of vitality and hope.

Now, the pursuit of fanatical capital has receded. Once financing problems arise, enterprises are likely to die suddenly due to the broken chain.

Relying on investors' money to make electricity providers hope for capital market, this huge bubble is already on the verge of collapse, and the last successor will soon fall into the abyss.

In the industry view, the electricity supplier shuffle is inevitable, 2012 is the elimination of electricity supplier.

But the cold wind in the capital market and the bubble in the electricity supplier business will not change the momentum of the development of the whole industry. We believe that after the breakup of the Internet bubble, it will be a real, no one dares to ignore the e-commerce market.

* small seller's electricity supplier Road

For small sellers on the Internet shopping platform, the impact of the electricity market capital on the industry seems to be far from them.

Since the development of online shopping, the categories and quantities of goods covered have reached an astonishing level. Almost all consumer goods and services can be bought online, plus ultra-low industry thresholds. This gives countless entrepreneurs opportunities to open a small shop online.

But "every family has a hard nut to crack", although small sellers successfully avoid the threat of the burst of capital bubble, but the days are hard.

Serious competition in homogenization, fierce competition in price war, and unbearable competitive environment of logistics cost make the B2C sellers' "crumbling" bottleneck exist on small sellers, but only because of "small boat good turn", it has not been concentrated like big enterprises.

The problem of big sellers is that they burn too much money. The problem of small sellers is that they have no money to burn.

When the new store is open, the publicity problem will bear the brunt. With Taobao, consumers will open the web search products. The first thing they must search is the shops in the Taobao mall, then go straight to the car, then the big seller, and the remaining small and medium-sized sellers will have a very small chance to search the buyers.

A shop owner complained to reporters: "the first task we have just started is not to make money, but to try to make ourselves more prestige.

According to the system setup of Taobao, store ranking is ranked according to popularity, so that the big sellers with strength will naturally be in front.

The second is the use of through train bidding, many large sellers of direct trains open in 24 hours, which for us simply can not afford.

We will be forced to spend money on sales and credit. Now, the cost of a brush drill (251 points) is between 150-300 yuan, and the cost of a crown (10001 points) is about 3500-7000 yuan.

In fact, we do not want to do this, we have to earn money before we earn money, but we are very helpless. How can these small sellers who have just opened their hearts have competition with those big sellers?

In addition to bear the huge cost of store promotion, high

logistics

The cost also makes these small sellers complain incessantly.

The high cost of manpower and fuel has made price adjustment for the past year, such as Tantong, Zhong Tong, Huitong and Shentong.

Private couriers can not withstand the pressure of cost, but they can also reduce pressure by raising prices, but they also pass the pressure to the sellers of electronic business. Those e-commerce enterprises with self built logistics system are naturally afraid of this, but they can suffer small business sellers.

But when it comes to making Taobao sellers feel the chill, in October 10th of last year, Taobao announced the announcement of renewal and adjustment of rules in 2012. According to the new rules, all businesses must produce more than about 100000 yuan of funds at the end of the year.

Small and medium-sized shopkeepers were in an uproar.

Complaining about complaints, China's online shopping market is undergoing pformation and upgrading. The competition rules that win the competition will inevitably eliminate a group of "laggards". As an important part of the electricity supplier market, small and medium-sized sellers must face the pain of development together.

The introduction of Taobao's new regulations, on the other hand, is precisely the dislocation management of Taobao fairs and shopping malls. In the pformation and upgrading of e-commerce platforms, it is necessary to continue to provide free service platforms for small and micro enterprises through their own hematopoietic guarantee.

Second, by raising the entry threshold to promote the pformation and upgrading of some sellers, the collection of deposits is also aimed at cracking down on counterfeiting and shoddy and protecting intellectual property to the maximum extent.

On the other hand, these small and medium-sized sellers are also short of businessmen with strong competitive power, such as lemon green tea, split silk and so on, which have invested thousands of yuan from the beginning to the last sale, or even billions of Yuan sellers. From them, we seem to see the strong vitality of small and medium-sized sellers. Transformation and upgrading, expanding domestic demand, regulating the market and protecting intellectual property rights are not empty words. Paying the price is inevitable. After the evolution of the market, the businesses left behind will inevitably have stronger adaptability and market competitiveness.

Small seller case

Business is good, but talent is hard to find.

Talking about the lack of talents in the electricity industry is a problem that has been troubling the development of the industry.

Short development time and fast speed are the main reasons for the lack of talents.

On the other hand, the capital operation of the electricity supplier is active, a large number of B2C platforms burn money, and high salaries dig people.

Big B2C enterprises lack talent shortage in small and medium-sized businesses.

Founded in 2007, Taobao shop has been playing the high-end brand trend, facing the young tide people with a certain economic strength. It runs high-end fashion brands in Japan, the United States, Britain, Germany and other countries in China and Hongkong. It involves packages, T-Shirts, hats, trousers, shoes, magazines and some clothing accessories.

Talking about the current business situation, Shen Yifan, the owner of the store, is very excited: "I have been online shop for 5 years, and I have been running on Taobao online. Maybe it is because my goods are more differentiated than other ordinary stores. Although the unit price is relatively high, the quality and quality of the products are also guaranteed, and the customers are relatively fixed, so several years of development have accumulated some capital.

Taobao mall may not be the most suitable one for me, but now I have an independent website that is part of the tide, and there are not only a variety of fashionable costumes for you to choose from, but also a variety of trend information, collocation suggestions and so on.

For the current situation, just like the bottleneck encountered by the electricity supplier industry, the shortage of talent once plagued the 80's boss.

"After the independent website has been done, I have been considering recruiting some website editors to take care of the pages for me.

But it may be related to the category of merchandise that I do. The editor who is badly in need of the website is interested not only in editing the webpage, but also in writing. The most important thing is to have a unique view on the current trend of fashion.

Maybe my request is too high. I have been looking for it for half a year to find the right person.

Shen Yifan said with a smile.

The embarrassment of small cost investment reporters in the pat community saw many small shop owners are complaining about the business is difficult to do, their own shop has been caught in an awkward bottleneck.

One of the shopkeepers said his shop was in a state of half dead.

"Once a customer had to bargain with me for a baby, because the price was too low. I could only tell her that it had already been offered a discount, and the price could not be lower. Besides, this baby is still the best seller of a small shop. Sales and word of mouth are pretty good.

But the buyers told me very disdain that they could only sell a few pieces in a month. How could they be sold well? Actually, she didn't know that this was the best result for a four star small seller.

The shopkeeper said helplessly.

As a small seller, sometimes there are a lot of grievances that can't be said.

As a small seller, it is impossible to buy a lot like a big seller. Sometimes a garment may enter more than ten pieces or even several pieces. Many wholesalers will "hate" such customers and love to ignore them, and naturally do not give them the lowest price.

And the shopkeeper is not just holding it.

Stock purchase

Commodities that are not cheap, and customers who are increasingly willing to bargain, will not be easy to live.

Patting the shopkeeper agrees with this situation: "my pat shop is just three months old. It is really ashamed that the shop has stopped for some time. It is very difficult for me to rush from Samsung to four stars. Maybe it is also a restriction on my participation in activities in the off-season.

What is the reason and how to solve it? I am always thinking about it. "

Small sellers can not get low price goods, but also take on increasing postage charges. Compared with the big sellers, they have no funds to compete for the rankings, and the products in the stores are relatively single. They are still working hard in the increasingly large-scale and specialized electricity supplier market.