Continued turmoil! Vertical B2C difficult to survive Wen / Lei Jianping from two years ago, the founder of independent B2C-dimensional webs as CEO, until now the director of physical buy 任京东, Lim's life as the domestic electricity business environment changes rollercoaster change of heart also Lim full of bitterness. Similar to Lin Wei, founder Xu Xiaohui first moment also choose to give up the venture, after the first moment where the customer is acquired, return to his old club. This is a true portrayal of the fate of the domestic small and medium electricity supplier. Over the past year or so, with the rules of the game change electricity supplier, electricity providers continue to flow Jingdong, Lynx, Tencent electricity providers and other large centralized platform fast and easy, medium and small electricity providers continue to collapse and contraction.
Once flourishing and good music to buy electricity provider Lok also felt the throes of winter. Artesyn Technologies informed, good music to buy Luo Min, vice president of business have left. Lo is good music to buy the founding employees, has long followed the two founders Ryumin and Li Shubin business, last year by the director promoted to vice president. Earlier, good music to buy from Mengniu Yan Zhen introduced the vice president of brand marketing center, Yan Zhen then leave in the first half of last year. Good music to buy rival Lok had to give up after the platform strategy, also during this painful experience. After last year's contraction Beijing team, Chen Hu, Li Guang, vice president of operations, vice president of music Amoy this year and leave. There are rumors that Li Yong Lok CTO in the US, has been uninterested. This time, Chen Hu, Li Yong is the Lok startups employees, also shareholders, leaving a huge impact on the music Amoy. Although Roto CEO Bi Sheng Li Yong denied leave, said Li Yong, is a US citizen, every year choose to stay in the United States for some time. Good music to buy, founder of Ro said Lo is their choice business. However, these old star enterprise in the electricity supplier winter, life is not easy, internally experienced many shocks, also reveal that: the survival of small and medium enterprises face difficulties B2C. In the most difficult of 2012, these vertical B2C companies are experiencing layoffs storm, once wanted to dream platform also broken. Good music to buy, music Amoy these vertical B2C companies increasingly pragmatic and began to bow work, then nor vertical business platform as its own unique development goals and direction.
The best way is to evolve itself into a vertical channel brand category. Surviving small B2C businesses have opened flagship store in the Lynx, Jingdong platform. For many B2C companies, now from Lynx, Jingdong platform flow even more than the master. However, the survivors closer to a large platform process has faced embarrassment, loss of the right to speak at the same time, Jingdong Lynx will often encounter similar 'alternative' choice. Bi Sheng Reflection: Roto had too radical clockwise back to two years ago, is still burning passion carnival capital, just entered the 2011 Lok financing 200 million yuan will be announced, followed by good music to buy CEO Li Shubin also claimed that the amount of financing 4.5 one hundred million yuan C round of financing will be credited into account, that time, Lok and are ambitious to do good cosplay costumes for sale music to buy the largest footwear B2C platform. Among them, the Lok performance is more aggressive, especially in the advertising field. Roto CEO Bi Sheng has revealed that after obtaining financing, as Lok 2011 marketing costs are 50% or more, an important reason is that advertising costs are too high. Baidu is also a place of advertising in 2010, 350,000 yuan a month in early 2011 to 700,000 yuan a month, by the end of 2011 or even to eight million yuan a month, a substantial price increase advertising the electric provider business into a huge Red Sea. Sudden capital stop feeding so that the limited financing investment in the huge market soon run out, but also to Lok forced to make a transition in their own brands. Lok breath Lynx opened 10 stores, Chen Hu, vice president of Lok led dozens of people stationed in Hangzhou responsible for five own brands. However, Lok transition year, the road is not flat, after the Spring Festival this year from Roto Chen Hu had left. According to former Lok middle sources, Chen Hu had experienced Sohu, Taobao and other enterprises, once done, vice president of Taobao, Taobao has a valuable option. Chen Hu had many subordinates have done today Taobao director, senior director level, Chen Hu Lok never leave, awkward.
Artesyn Technologies told Chen Hu inquired its latest developments, Chen Hu merely said to rest at ease, I do not want to be disturbed. Compared with a peak of 300,400 people, and now total more than 200 Lok only Lok office in Beijing also moved away from the downtown area of Beijing Wangfujing commercial circle to the more remote areas. It can be said, from the capital to the capital abandoned darling son, Lok took only two years, Lok "tales of the abyss cosplay " management from the original vision of the market until now waking moment of Broken Dreams. Feel the gap is not just Chen Hu. Lok had been a turning point. Taobao Mall (Lynx) started to invite B2C companies settled, the vice president led the team to visit Taobao Lok Bi Sheng negotiate with Taobao out preferential terms, as long as the Lok settled gave $ 1 million advertising resources to promote, with the proviso that , Lok use Alipay settlement. But at that time the Lok momentum is fierce, Bi Sheng relatively arrogant attitude, claiming to be assigned to Lok, Alipay settlement page to jump to Lok. The conditions for Taobao unacceptable, negotiations eventually broke down. Until Lok comprehensive restructuring do Lynx, the time has come late, Lynx not only no longer required to give Lok had settled in advertising resources to promote support, Lok need to pay a lot of money settled shop fee.
Chen Hu Lok current position by other colleagues succeed. Turning to today's situation, as elfen lied cosplay Lok Bi Sheng said the platform was done, naturally not settled Lynx. Bi Sheng also reflect, regret punch too hard, and recognizing the nature or retail electricity supplier, is sellers, it is not easy, as Lok is now on the road to explore their own brands, and no longer red scale, and low-key adjustment, the pursuit of profit. In the capital and it is not crazy era Lok mistakes, where the customer then also heavy, 'fall', so far still badly hurt. Lok, where customers have a chance to start over, Victoria Cotton is already closed down. Victoria Victoria Cotton cotton closed down once so angry investors. A condition of anonymity, Victoria Cotton investor Artesyn Technologies bluntly: electricity supplier was false prosperity let Lim some red halo mind. Victoria Cotton financing beginning to move into luxury offices, just financing to invest ten million yuan in advertising, Focus and Focus Investment Victoria Cotton release false news. When the capital market changes, Victoria Cotton missed opportunity for change, eventually leading to the collapse of millions of assets for naught. Differences into vertical electric providers survival of small and medium B2C business is lucky to survive. In fact, the 1st shop chairman at just about its prospects are dim. Yu Gang of Artesyn Technologies, said, countries that do not have the qualification threshold, and the standardization of commodities vertical B2C business difficult to survive. These domestic enterprises will be a large platform acquisition targets, in order to survive independently, must have a strong professional. Good music to buy, founder of Ro does not fully agree with the view to just, he told Artesyn Technologies, after all retail e-commerce, retail Wal-Mart, Carrefour, there are small supermarkets, as well as street vendors. Retail market is large enough, it can survive as a vertical B2C. Small vertical electric provider can not survive claims are based on theory.
Ryumin also admitted that the small vertical electric provider before too impetuous, and now there is not enough money, just ahead of a return to rationality. Good music to buy the most important thing is to live, to do their own thing down, less talk, taking care to save money. Good music to buy advertising investment will be carried out, but a year or two into different, good music to buy only increased advertising investment when approaching profitability. Today, good music to buy, Brewmaster network has settled in Jingdong, Lynx and other platforms. Belle's electricity provider excellent shopping is not for the sole electricity supplier then the vertical direction, but do vertical channel brand category. Lei Xu Jingdong, senior vice president of Artesyn Technologies, said, small B2C companies are multi-legged walking. This year a lot of vertical B2C Jingdong anniversary month is added to the activity, which is completely different from previous years, with Jingdong. According to Artesyn Technologies it is understood that the first half of this year is the vertical electric providers most difficult period of time, the national retail industry is still in the doldrums, and unparalleled eleven other large promotional activities, many commercial enterprises in the expenditure increase in the case, the master station sales also appeared decline. Similar 6.18 Jingdong anniversary activities were many small B2C sales as an important driving force. In fact, the current vertical electric provider is integrated B2C snatched the limelight, however, with the development of comprehensive B2C, gathering more and more users, growing user requirements of individual, vertical electric providers are still very useful. Sent on behalf of Yu Xing Kong, CEO, said vertical electric business is the most important service and category differentiation.
This year is a year of competitive electricity supplier integrated, next year will be the development of vertical B2C year, there will be some more than 10 million electricity suppliers appear, maybe even the year after the vertical B2C market. For the outside world look bad vertical B2C perspective, Warburg Pincus investment adviser Huang also said that if small and medium electricity supplier fundamental situation facing money to burn. Chinese e-commerce deficit for 10 years, has a lot to reflect on the place. Do not over look bad outside vertical B2C businesses, although the demographic dividend rapidly disappear, but the electricity business sector growth has not stagnated, there is still room to grow. Huang Ruo believes that the electricity supplier industry, as long as the money from before, go back to the real scale burn doing business dimension. There are three levels, the first in the mode is not, and others do not like, whether innovation. Second on operational efficiency is not better than the others do good. Third, customer retention, customer back purchase rate is not higher than others do.
To be sure, more and more companies will recognize no longer blind pursuit of scale, small enterprises large and beautiful world, more small and beautiful. In the future, the beginning of time Artesyn Technologies founder Xu Xiaohui also lamented that all passengers have lost a six-year, medium and small electricity suppliers in the past year almost no financing, do not make money is justified. Brewmaster network chairman 郝鸿峰 is relatively optimistic, saying that we are short of money in the case, we can survive this year, small and medium sized B2C businesses have relatively good prospects for next year. It also lies can not get through the winter more electricity supplier companies have to die, we can survive the inevitable is both sound management, but also to find a small electricity supplier profitable routes. (Via Tencent Technology) [Welcome to search on a micro letter 'txws_txws' Follow our official micro-channel, 6 a day to miss the wonderful article. ]