Heavy Gold Hit Hard Loss &Nbsp; Electric Business Chill Attack?

A group purchase site canceled free shipping, Dangdang to share advertising business

phenomenon

Jingdong delivery is not free, the other group buying website brewing pformation

Recently, a group buying website platform merchants said that the group buying website was preparing for a new sales promotion campaign, which needed to invest 60 million promotional expenses. The group buying website asked every merchant to give 500 yuan as promotion support.

Subsequently, the group purchase website responded that the apportionment of advertising fees was not compulsory payment, and merchants also had discount promotions.

Reporters learned that last year, the group buying site listed on the eve of the listing to achieve profitability, but announced in the third quarter of this year's earnings report disclosed a loss again.

The day before yesterday, Jingdong mall announced that it would change the original free shipping policy. "According to the practice of the industry, from November 25, 2011 onwards, we charge 5 yuan freight for orders less than 39 yuan".

Jingdong CEO Liu Qiangdong ridiculed that he wanted to be "scolded".

At the end of March this year, Jingdong mall just announced that it had completed the C round of financing of 1 billion 500 million US dollars. Before that, Jingdong completed the A round of 10 million US dollars and B round of 21 million dollar financing.

Why are there two signs of shrinking costs for the two businesses that are not short of money? B2C, CEO, an e-commerce provider, said that e-commerce is impetuous, and that the essence of business is to make money.

Bi Sheng group buying website, for example, group buying website gross profit is 30%, of which the cost of return accounted for 2%, operating costs accounted for 8%, packaging costs accounted for 1%.

But he said that because of the vicious parity of peers, losing money, the gross profit margin of a group buying website dropped to 17% this year.

"I will starve to death if I do not pform again."

He said.

At the same time, the rising cost of advertising has made e-commerce enterprises overburdened.

Bi Sheng revealed that the advertisement in the same location in Baidu last year was 350 thousand yuan a month, reaching 700 thousand yuan at the beginning of this year.

Just half a year ago, the electricity supplier industry is still popular among investors.

According to the China Electronic Commerce Research Center, in 2011 1~6, there were 44 investment and financing projects in the field of e-commerce (excluding group buying websites), of which 42 were venture capital, totaling more than 1 billion 830 million dollars; two from the domestic gem IPO, a total of 837 million yuan was raised.

So many white flowers enter the field, but it is a loss in the whole industry. In addition to Dangdang announces earnings before listing, other e-commerce enterprises have not yet announced profits.

And most enterprises have not IPO after several rounds of financing.

Due to the impact of the capital market, IPO's handshake net and its customers were not listed as planned.

China's e-commerce giant Taobao has never had a IPO plan.

Reason

External capital "cooling" the initial stage of electricity supplier development

This is the electricity industry shrinking costs, entering the "cold winter", or returning to reason? For this, Hong Bo, a well-known Internet commentator, said that the practice of a group buying website to allow merchants to share advertising fees was due to the fact that the stock price trend was not good after the listing of Dangdang, "so we had to dig money from merchants and continue to invest in promotion."

Hong Bo said.

For Jingdong mall practice, Hong Bo said, from the industry news, Jingdong mall has entered the listing agenda, must be listed before the growth of revenue, gross profit growth trend to investors.

Hong Bo said that because of the overheated investment last year and the first half of this year, the capital market situation of e-commerce providers has not been very good since the second half of this year.

Hong Bo believes that, in general, e-commerce is still in the initial stage of development. As a result of capital intervention, the market presents a certain degree of overheating, such as the limited price of marketing resources soaring, and the price competition between enterprises and enterprises.

Nowadays, although capital has cooled down, the overall "cake" of e-commerce will continue to increase in the future. There will also be new entrants including traditional brand enterprises and traditional retail businesses to enter e-commerce. The future investment will also become more and more diversified from VC.

way out

Attaching importance to network marketing and intensifying logistics construction

In this case, what kind of e-commerce business will become a big winner? The answer is the website that has been shaped and profitable.

"Capital strength is also important, but it can only grow slowly. If we rely on large-scale marketing in the early stage, money will not be put into more meaningful services, technology and so on, and it will be faced with subsequent risks."

Hong Bo said that the importance of mobile internet marketing, services, and logistics distribution and so on are particularly important.

Reporters learned that e-commerce companies have long been aware of this.

Last September, a group buying website released iPhone client, becoming the first B2C business to launch physical sales applications in China.

In September this year, Le Tao's orders from the mobile internet account for 20%~30% of the total orders.

In addition, the public review network of deep ploughed urban services has also introduced the client applications of iOS, Android, Symbian and other platforms.

As of the third quarter of 2011, the public comment network visited more than 500 million times a month, of which mobile clients account for more than 60% of monthly web browsing.

Alibaba is launching its mobile phone by its Ali cloud company to promote its online shopping development.

In addition, logistics experience has always been the core competition means of e-commerce service. In recent years, the input of large and medium-sized electricity providers in this regard can be considered without cost.

According to the planning of Jingdong mall, almost all of its C will be invested in logistics and technology research and development projects. At the same time, 7 first-class logistics centers will be built this year, and 5 billion ~60 billion yuan will be invested in logistics construction in the next three years.

Fan Kai pin prospectus, which has been widely circulated in the past few years, also shows that the logistics cost of self logistics team is 30%.

The e-commerce giant Alibaba group announced at the beginning of the year that it will embark on a nationwide storage network platform, which will be led by the group level and invested 10 billion yuan in real gold and silver.