Contrast the jingdong, such as when the electricity traders with an average annual growth of
more than 100%, the traditional enterprise electronic Commerce Department try water are floundering.
According to not complete count, in southern China, size enterprise has been a succession of
department opened e-commerce business, the enterprise long operation time is a few years,
short is almost a year, but explore so far, performance is not as expected.
"Department enterprise electronic commerce, investment do easily is over ten million yuan,
but until now, we also can't light speech earnings." As a department south China enterprise
electronic commerce business "for cow" one of, for (a pseudonym) told the first financial
daily, although department enterprise has the maturity of entity shop operation experience,
but the lack of electricity in the field of business professionals and suitable for network
of sales commodity collocation, at present the enterprise electricity dealer business mostly
make ends meet.
Although the final report statistics also not come, but for know, last year the company online
business is still losses state. For said the report card as early as expected, the business
department has set up two years, the company never called department give clear investment return
schedule, but at present, the department of electrical dealer business enterprise is too early
to talk about profit.
This performance is not the case in the industry. Of wide hair negotiable securities a research
reports, 2010 online store online, sales income for 2011 is expected to reach millions dollars.
The company, the assistant director of the ministry of commerce of electronic was Avon also
confirmed that, last year the company online mall performance growth above 100%, but has not
yet realize the profit. Also revealed that acquired, the company in the electronic commerce
field or a newborn and temporarily cannot and acquired entity shop as a leading enterprise in
south China the scale of comparison. Guangzhou friendship has said that although the guest unit
price to play well, but online mall sales of several than taobao, jingdong, such as when the
electronic business enterprise.
A research report, in 2011 China's e-commerce market size of 7 trillion yuan, a year-on-year
increase of 46.4%. Among them, the network shopping transaction scale more than 770 billion yuan,
a year-on-year increase of 67.8%.
"The net buys market share of several major electricity traders were mainly occupy the giant."
For said, department store the range of the enterprise benefit than the electricity let alligator.
In the future, e-commerce market cake will also be fast do big. Guangzhou enacted accelerate
circulation field of electronic business related opinion "revealed in guangzhou in the next
five years to build the" network providers ", and strive to 2012 circulation field widely
application of electronic commerce, trade in 1 billion yuan of above of professional market
comprehensive application of electronic commerce, to the 2015 guangzhou to try to network
shopping permeability of more than 70%.
Guangdong province, director of the institute of chain operation, said the impact of the
electric business except the relationship is still faced with the rent now rise in consumer
spending, the overall decline, industry excessive competition, and other factors, therefore,
although in the electrical contractor performance of the field for the time being, is not
beautiful, e-commerce business is still looking for new profit growth point department
enterprise of first choice.
"In the future, there will be more into the business field. Enterprise" Once Avon said,
in 2012, the store opened in the electrical contractor will field of personnel training
and the profit pattern of online stores make clear plan, specific deployment will in the
annual report 2011 released in.
In addition, the innovation of marketing mode will also is the focal point of enterprise
department store. Guangzhou friendship said, now, in addition to merchandise online business
category more young, a foreigner fashion, the company also working to strengthen diversity
means of payment. In addition, the company also special into a 3 D panoramic scene simulation
methods such as network technology, in order to make up for the deficiency of the e-commerce
can't experience.
And also acquired said, in addition to the online shopping, the company will also use online
platform, providing customers with value-added, resources sharing online extension services.
The purchase nets also acquired with national entity shop in combined interaction and organize
regular planning online cooperation under line promotion way, and regional stores carry service
such as marketing, the convenient, service mode innovation.
Three big dilemma for
The lack of talent
In fact, compared to the business mogul, retail enterprises to develop electric dealer business,
has the ready-made purchasing channels, the stable customer base, mature after-sales service
system and a certain brand influence hypostatic store and other advantages. But why department
store in the business enterprise in the field of business enterprise competitiveness as electricity?
For that, the lack of talent is one of the important reasons.
"Department enterprise operation electricity dealer business, but not too professional
specialized talented person and it is difficult to find." For said, e-commerce is actually
a burn money industry, investment penchant for $ten million, but its profit model is completely
different from entity shop, especially involving for network sales categories choice, logistics,
network marketing, and other aspects of the professional is very strong, but the current
department enterprises to develop electric dealer business directly from the entity shop is
mostly out of employees, lack of professional.
But compared to hangzhou, Beijing and other cities, the great cities of the pearl river delta
electric business industry concentration and size is not big enough to appeal to the talent is
not strong. From the electricity was tried for business environment of the city high salary dig
Angle mature, but these people think career development foreground is not ideal, intend not
strong. And so far, the company electric business department employee constitute, mainly entity
store staff and fresh out of college, in the industry is a must account for the accumulation of
professional talents than is not big enough.
Talent spruce still let the working staff pay levels rising. For said that at present, in the
south China area, some key positions and pay more than any other normal in the same salary more
than double that of or so, ordinary post salary and other industry than similar post high 50%.
But electricity business industry the employees of the basic salary level last year a price.
Rely on entity shop logistics distribution system
In addition to the talents, medium and small electric business with the logistics distribution
ability is also test department store into electricity business enterprise of another important
bottleneck.
At present, most of the department of enterprise electronic mall mostly completely dependent on
entity shop inventory and logistics and distribution, and there is no separate logistics distribution
network and system. "As a result of the online inventory with entity shop real-time docking, there is
still a difference." Guangdong province, director of the institute of chain operation, said such easy
to cause the inventory asymmetry, will affect online mall subsequent distribution problems and goods
not board and consumers to order invalid enterprise credibility loss. And in addition, the department
store industry of the traditional regional strong characteristics have not been breakthrough, and sales
network is related to all over the country, therefore, rely on the entity shop allocation ways will
affect enterprise commodity distribution.
Because of limited by logistics distribution link, at present, the market store opened the range also
limit in shenzhen city. Guangzhou friendship also said, how to let distribution services and variety of
payment seamless docking, has not found a very effective method.
Not the diversity of the categories
In the entity shop category, use a line collocation and brand is introduced, etc have very mature
operation experience department enterprise, in the goods on the net on the choice of the category,
and it seems some overwhelmed.
At present, each big department stores enterprise online mall since the operation mode of the most
used in mining, with suppliers for sale on a commission basis and associated, and other forms jointly
run. In this model under the support, the enterprise to try to move goods entity shop all the Internet,
online and offline category, commodity prices are and do not have too big difference. And enterprise,
through the selection of goods way management category layout, such as enterprise according to the
entity shop sales experience, will be offline sales are popular in the high-quality goods in online sales.
"But in fact, the Internet sales must and entity shop goods business realize malposition management." The
association said people, online mall customers more younger, they fashion, more sensitive to price, and
traditional network electricity through competition of price war let, let the consumer has been formed
goods on the net price is far lower than the entity shop spending habits. That is, the goods on the net
with entities must be completely to store the dislocation customers more attractive.
But from the current performance to see, because of the lack of experience, and many department stores
enterprise to what is more suitable for online consumer goods, pricing mechanism how to make sure the
enterprise in profit at expanding the market, online line two channels how to avoid the embarrassment
of interweavement of no clear orientation and mode. For, said her company are exploring.
