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Electricity Supplier "Bubble" Era &Nbsp; Enterprises Still "Burn Money" Gambling Future?

2011/10/22 13:23:00 32

October 21st, for

Electronic Commerce

The user's attention is the starting point of creating all values.

In the era of "wine is also afraid of deep alley", various emerging network forms are constantly emerging, competing to attract the attention of the audience, and attention has become increasingly difficult to obtain resources.

The cost of marketing is also increasing in the proportion of enterprises' expenditure. Enterprises are spending a lot of money on brand promotion. The desire for capital also leads to frequent investment phenomena, such as financing and venture capital.

Senior industry insiders lamented that the "burning money" of e-commerce enterprises has become the consensus of the industry.

According to Chen, founder of VIC, only 2011 fans' Advertisements

Amount of delivery

It amounts to 1 billion yuan, which is obviously a luxury advertising expense for the lower priced guest products.

But want to be in the same class.

commodity

In order to stand out and win enough attention from the audience, this kind of "burning money" and the measures to reduce unit price are essential.

The collapse of the group buying industry seems to presage that the entire e-commerce industry is facing a crisis of vicious competition as a "bubble".

"The same thing, you lower the price, I will be more ruthless than you."

"This is almost what most group buying bosses often say.

The largest credit card staging shopping platform in China, Liu Mingmin, director of the 100 billion shopping market, said that the current e-business enterprises can achieve real money making very little.

Most of them are struggling in the predicament of "high sales + negative profits".

In e-commerce network market, because of the serious phenomenon of homogenization of enterprises and the intense competition situation, the enterprises can only aim at "small profits but quick turnover" in e-commerce sales.

Although low price competition, the "burning money" call the wind is popular in the online retail industry, but billion shopping is one of the "anomaly".

Yi Bai shopping, whose sword is taking the lead, set up a credit card consumption database through hundreds of millions of bank credit card resources. By analyzing the data of consumers, it can put the most appropriate products to the most suitable target consumers in the most suitable season.

This has completely rid itself of the vicious competition of low price and the homogenization of the market.

Liu Mingmin, director of the billion shopping marketing director, said that through the accurate delivery of goods, we should optimize the inventory and use the precise delivery channels to establish the price advantage, which will avoid the burden of the marketing cost.

"We rely on bank credit card resources, do have precise consumption positioning, and congenital channel advantages."

Liu Mingmin said, but we did not sit in Baoshan without thinking about it. Instead, we improved the experience and satisfaction of user shopping with more stringent screening and delivery of goods and better services.

"We firmly believe that it is the key to win the battle for users that we should take the strict selection of commodities as the means and the high quality service as the basis to anticipate customers' needs and satisfy their customers' shopping needs in advance."

Some people have pointed out that it is too early to say that e-commerce has entered the "bubble" era. However, it is not advisable for enterprises to bet on the future with pure "burning money".

The dominance of Taobao can not be shaken. Jingdong and Dangdang continue to expand the current market share. When Tencent and other portal platforms begin to join the B2C e-commerce industry, the differentiation route of 100 billion shopping may become an important bargaining chip in the competition.