Where Is BELLE'S Online Opportunity?

BELLE's e-commerce business includes independent e-commerce platform, excellent shopping mall and other e-commerce businesses, and excellent shopping is the top priority.

In 2014, the purchase amount of excellent purchase and BELLE electric business reached 2 billion yuan, an increase of more than 80% compared with 2013.

By the end of 2014, sales of excellent mobile terminals accounted for nearly 40%, while sales of mobile terminals increased by 400%.

According to the data provided by the relevant person in charge of the purchase network to the new financial observer, the electricity supplier business is still in a good momentum this year.

"This year's excellent purchase and BELLE electric business continued to maintain strong growth, clothing category grew by more than 200%.

Mobile APP and WeChat users continue to increase, mobile terminal revenue accounted for nearly 60%, the peak value of more than 70%.

At the same time, excellent purchase also maintained a good gross margin, which made excellent purchase continued profitable after March.

The person in charge of excellent purchase said that the company continued to maintain more than 50% growth in the first five months of this year, and has been making profits for 3 consecutive months since March, and is expected to make overall profit in the whole year.

This is good news for BELLE, which is increasingly weak in offline business.

But objectively speaking, this is just a start.

As far as the entire electricity business can go, how much effect will it play on the performance of the whole group?

Mo Daiqing, a senior analyst at the China Electronic Commerce Research Center, once said that loss or profit is not the only criterion to evaluate the business of an enterprise.

To some extent, the business model behind the business and the strategic pformation of enterprises for profit making are far more important than profits and losses.

Unfortunately, on these two points, BELLE

No advantage.

On the contrary, BELLE is in.

His determination and attitude were widely criticized.

Tang Jun, a consultant of the strategic industry research institute, has pointed out that BELLE is not a company that actively develops e-commerce. To a large extent, it is worried that competitors will make big e-commerce and passively respond. This determines that the sales pattern of BELLE, which is dominated by the line and supplemented by the Internet, will not be broken.

In fact,

Enough to be frank.

In last October's BELLE performance press conference, Sheng Bai Jiao once said that for the electricity business, "did not want to understand before, so far, it is still not very clear".

Just imagine that when the top decision-makers do not understand the business well, the best buy and e-commerce business can be developed more clearly.

After all, BELLE's positioning and attitude toward superior shopping, more or less, will affect the development path and prospects of excellent shopping.

Against this background, it is obviously not realistic to expect the electricity supplier business to feed BELLE group in the short term.

But in any case, if the main business is declining or even powerless, it offers at least an opportunity to understand -- to understand how the e-commerce business is going to do and to understand the way BELLE will follow.