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Interpretation Of Vip.Com'S $6 Billion Market Value
After the third quarter earnings report in 2013, P had an informal exchange with vip.com's CFO Yang Donghao and had some understanding of vip.com. The little girl asked privately whether he was worth investing in the $84 stock price. Shanghai men, indeed, "stingy." < /p >
< p > to get to the point, I summed up several advantages of vip.com under the < a href= "http://www.91se91.com/pioneer/" > Yang Donghao < /a >: < /p >
< p > strong > 1, < a href= "http://www.91se91.com/news/index_c.asp" > vip.com < /a > the proportion of female users is higher than /strong > /p >
The proportion of female shoppers in P > vip.com is as high as 70%. This is absolutely limited in the vertical B2C field. Jingdong, Yi soon and Suning are the main providers of 3C, and most of them are male users. Even if we try to open up beauty, clothing, mother and baby and other categories, we have little effect. Yang Donghao commented on the fact that women shoppers get the world. < /p >
< p > < strong > two, repeat purchase rate is high < /strong > < /p >
< p > with the third quarter earnings report last year, vip.com's repeat purchase rate reached 91%. According to different IP (user) accounts, vip.com's repeat purchase rate is also 74% (excluding one user repeat purchase). In addition to the sale mode, vip.com's user experience is indeed optimized, starting from the order, generating orders, until logistics distribution door-to-door. Comparatively speaking, Jingdong, Yi Xun, B2C, which is dominated by 3C and home appliances, has a congenital short board, which is not purchased by users at high frequency. < /p >
< p > < strong > three, the business mode is simple < /strong > < /p >.
< p > vip.com's < a href= "http://www.91se91.com/news/index_c.asp" > flash buying mode, < /a > is actually not complicated. Its core is to help brands deal with off season goods, stimulate and mobilize consumers' impulse consumption on the Internet. We all understand this pattern. Jingdong, Dangdang and Yi soon have followed up, but the effect is very general. It is all customers who use this mode to save themselves, but they can only respond to emergencies, but they can not last long. < /p >
< p > < strong > four, Matthew effect has shown < /strong > /p >
< p > there are many domestic vip.com models, but in the vertical field, only vip.com makes the best. There is a problem, that is, once the threshold of flash shopping is established, the competition barrier will be higher and higher. Brands want to squeeze on vip.com. Vip.com's cooperation is fast, low risk and high gross profit. That is the case. Vip.com has a lot of space to choose from. Suppliers who participate in the brand sale can not go online for more than 5 days. Even if they are not sold out, the goods will be quickly withdrawn. < /p >
< p > however, I have the following concerns. < /p >
< p > < strong > 1, AT's intervention < /strong > /p >
< p > Alibaba and Tencent are also using their platform to try this mode. Tmall's brand sale, Juhuasuan's famous products, WeChat and Yi soon's selected products and brand sales are obvious. Jingdong, Dangdang, fan and suning.com were no longer good enough, and they also played a role of diversion. This is not a vertical flash shopping network. < /p >
< p > in addition, every big promotion initiated by the major electric suppliers is a great impact on vip.com. Last year, double eleven, Tmall and Taobao launched the "double eleven" Shopping Festival, which won 35 billion yuan in volume. Many of vip.com's brand suppliers put priority on Tmall. < /p >
< p > < strong > two, the impact of mobile terminal < /strong > /p >
< p > vip.com is strengthening the guidance of users to mobile terminals. There is no doubt that future mobile shopping will account for a large proportion of online shopping. If vip.com can not turn this opportunity, it will face Tmall and Xun's reversal in mobile terminals in the future. Tmall has traffic, business resources, and a series of wireless terminal access resources. Yi Xun has Godfather WeChat. Vip.com is fighting alone in the mobile terminal. Yang Donghao said he would consider capital investment, but the mobile end was left behind and didn't meet vip.com's food! < /p >
< p > < strong > three, O2O's deconstruction < /strong > /p >
< p > the general trend of the world is long and well matched. O2O is an unprecedented force to deconstruct e-commerce. The future retail formats will no longer be separated from the online and offline businesses, but will be integrated with each other. After brand and platform business (Alibaba, Tencent, Baidu as representatives) get through, enjoy a unified membership system, payment solutions, logistics distribution system, channel promotion resources, will better manage the supply chain system. Brand operators can clearly know where to shop, when to produce and what category to be welcomed by consumers through data operation. This is a comprehensive strength. Vip.com will face greater challenges if it does not change its mind. < /p >
< p > to get to the point, I summed up several advantages of vip.com under the < a href= "http://www.91se91.com/pioneer/" > Yang Donghao < /a >: < /p >
< p > strong > 1, < a href= "http://www.91se91.com/news/index_c.asp" > vip.com < /a > the proportion of female users is higher than /strong > /p >
The proportion of female shoppers in P > vip.com is as high as 70%. This is absolutely limited in the vertical B2C field. Jingdong, Yi soon and Suning are the main providers of 3C, and most of them are male users. Even if we try to open up beauty, clothing, mother and baby and other categories, we have little effect. Yang Donghao commented on the fact that women shoppers get the world. < /p >
< p > < strong > two, repeat purchase rate is high < /strong > < /p >
< p > with the third quarter earnings report last year, vip.com's repeat purchase rate reached 91%. According to different IP (user) accounts, vip.com's repeat purchase rate is also 74% (excluding one user repeat purchase). In addition to the sale mode, vip.com's user experience is indeed optimized, starting from the order, generating orders, until logistics distribution door-to-door. Comparatively speaking, Jingdong, Yi Xun, B2C, which is dominated by 3C and home appliances, has a congenital short board, which is not purchased by users at high frequency. < /p >
< p > < strong > three, the business mode is simple < /strong > < /p >.
< p > vip.com's < a href= "http://www.91se91.com/news/index_c.asp" > flash buying mode, < /a > is actually not complicated. Its core is to help brands deal with off season goods, stimulate and mobilize consumers' impulse consumption on the Internet. We all understand this pattern. Jingdong, Dangdang and Yi soon have followed up, but the effect is very general. It is all customers who use this mode to save themselves, but they can only respond to emergencies, but they can not last long. < /p >
< p > < strong > four, Matthew effect has shown < /strong > /p >
< p > there are many domestic vip.com models, but in the vertical field, only vip.com makes the best. There is a problem, that is, once the threshold of flash shopping is established, the competition barrier will be higher and higher. Brands want to squeeze on vip.com. Vip.com's cooperation is fast, low risk and high gross profit. That is the case. Vip.com has a lot of space to choose from. Suppliers who participate in the brand sale can not go online for more than 5 days. Even if they are not sold out, the goods will be quickly withdrawn. < /p >
< p > however, I have the following concerns. < /p >
< p > < strong > 1, AT's intervention < /strong > /p >
< p > Alibaba and Tencent are also using their platform to try this mode. Tmall's brand sale, Juhuasuan's famous products, WeChat and Yi soon's selected products and brand sales are obvious. Jingdong, Dangdang, fan and suning.com were no longer good enough, and they also played a role of diversion. This is not a vertical flash shopping network. < /p >
< p > in addition, every big promotion initiated by the major electric suppliers is a great impact on vip.com. Last year, double eleven, Tmall and Taobao launched the "double eleven" Shopping Festival, which won 35 billion yuan in volume. Many of vip.com's brand suppliers put priority on Tmall. < /p >
< p > < strong > two, the impact of mobile terminal < /strong > /p >
< p > vip.com is strengthening the guidance of users to mobile terminals. There is no doubt that future mobile shopping will account for a large proportion of online shopping. If vip.com can not turn this opportunity, it will face Tmall and Xun's reversal in mobile terminals in the future. Tmall has traffic, business resources, and a series of wireless terminal access resources. Yi Xun has Godfather WeChat. Vip.com is fighting alone in the mobile terminal. Yang Donghao said he would consider capital investment, but the mobile end was left behind and didn't meet vip.com's food! < /p >
< p > < strong > three, O2O's deconstruction < /strong > /p >
< p > the general trend of the world is long and well matched. O2O is an unprecedented force to deconstruct e-commerce. The future retail formats will no longer be separated from the online and offline businesses, but will be integrated with each other. After brand and platform business (Alibaba, Tencent, Baidu as representatives) get through, enjoy a unified membership system, payment solutions, logistics distribution system, channel promotion resources, will better manage the supply chain system. Brand operators can clearly know where to shop, when to produce and what category to be welcomed by consumers through data operation. This is a comprehensive strength. Vip.com will face greater challenges if it does not change its mind. < /p >
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