At two hours before the opening of the "Double Eleven", the traffic of the Tmall Shopping Carnival website has exceeded the peak traffic of the day of 2012. After entering the Double Eleven, the first minute of Alipay turnover exceeded 100 million; 6 minutes and 0.7 seconds, over 1 billion yuan; 38 minutes and 5 seconds, over 5 billion yuan; one hour turnover of 6.7 billion yuan. Last year, the double eleven exceeded 5 billion on the same day and used 8 hours and 16 minutes.
With the improvement of people's living standards, the consumption level can be reflected in the annual shopping carnival volume. This year, Taobao has achieved 35 billion trading volume. What are the hidden problems behind such gratifying achievements?
During the "Double 11" period, Taobao's amazing 35 billion behind the false promotion problems, delivery delays, logistics lag problems, service problems, return and exchange issues, etc. fully explain the characteristics of e-commerce double-edged sword.
In the first half of this year, China's e-commerce complaints and rights protection public service platform received a total of 41,360 national e-commerce complaints. Among them, online shopping complaints accounted for 45.40% of e-commerce complaints, group purchases accounted for 13.15%, mobile e-commerce accounted for 9.50%, logistics express accounted for 6.64%, B2B network trade accounted for 5.83%, and others were 15.16%.
Since the e-commerce has the function of bank payment, it is more of a platform. Compared with offline transactions, the advantages and disadvantages are obvious. "Now the e-commerce promotion is fast, convenient, transparent and many other benefits. We do not deny it, but we must see many disadvantages, such as distribution and logistics issues, commodity service issues, genuine and fake goods, etc. Relatively speaking, tradition Offline business is more mature." Industry senior media person Liu Heqing said.
E-commerce is still a hot spot and a growth point for instigating channel changes and changing consumption patterns. However, since the beginning of this year, e-commerce has not reached the target set at the beginning of the year, and there are also those who have not achieved the expected high speed. During the "Double Eleven" period, Tmall's amazing 35 billion was questioned as an oolong. It is increasingly difficult for Jingdong to continue to maintain 200% growth. The three-season report of Suning’s cloud business this year showed the serious damage caused by the online investment.
We find that in the process of channel change, the other pole of the game with e-commerce - the offline chain strategy is quietly changing, this important role is Gome, Suning. In the process of large chain enterprises investing and tilting to the e-commerce business this year, the outside world has always believed that Suning and Gome, two original chain enterprises with homogenization competition, have taken the strategic direction: Suning seeks diversification And breadth, and Gome is pursuing specialization and depth.
This year, Suning increased the intensity of the opening and closing of the two online and offline platforms, and pushed the development of e-commerce through the same price of two lines. At the same time, it was involved in finance and insurance, and the pace of diversification was getting faster and faster. Gome has chosen focus and specialization. At present, 100% of the products in the store are consumer electronics products. “De-Electrification†is only tried in Gome Online. Gome Online currently only accounts for about 6% of Gome’s overall revenue.
Gome’s previously announced results showed that in the first half of the year, it turned profitable and earned 322 million yuan. In the third quarter, it benefited from a decrease in online business losses. It recorded a profit of 260 million yuan and earned a total of 582 million yuan. Although it did not return to the 2011 level, The performance continued to turn profit, the gross profit margin increased, and the inventory turnover days decreased, and the operating conditions improved significantly. At the same time, Gome's listed stores continued to increase single store revenue and gross profit margin. The number of stores in the first three quarters decreased by 45 to 1,063.
"In the face of the challenges of the Internet, we have found a way to play in physical stores." Wang Junzhou, president of Gome, who was interviewed by the media last month, hinted at the reasons for the improvement of Gome business and the future of Gome is still centered on offline stores. The general direction of development of support.
Liu Heqing believes that the current attitude of the United States to e-commerce has been overwhelmed, and Gome has recognized the advantages of the traditional chain.
Another company, Suning, reported in the first three quarters of 2013 that the net profit was 625 million yuan, but the decline was as high as 73.14%. Some analysts said that the reason for the decline in Suning's performance was the large investment in e-commerce and the streamlined adjustment of stores: First, the store was closed. In the first three quarters, Suning closed 150 stores, and the net number of chain stores decreased by 96, and corresponding compensation was required. gold. The second is the unavoidable impact of the online and offline adoption of the same-price strategy. Suning achieved sales revenue of 16.172 billion yuan in the online business in the first three quarters, compared with 18.3 billion yuan last year.
"Suning's loss lies in the fact that it completely packages the online and online, and there is no business model on the line. Users experience the online order under the online, the store will lose money faster." Liu Heqing analyzes Suning's problem Said this.
Senior observers analyzed in an interview that the e-commerce growth and changes in the target, the different results of the two major chains on the physical store and online business adjustments, etc., in the process of e-commerce and traditional channel game As long as the physical store does not enter a period of rapid decline, e-commerce will not have rapid growth. Faced with the rising volume of transactions, e-commerce giants began to worry about whether the logistics system that was laid out in advance could withstand the pressure.
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