2013: The Reshuffle Of China'S Electricity Supplier Industry

< p > 2013 > a href= "//www.sjfzxm.com/news/index_c.asp" > e-commerce > /a > industry presents a prosperous scene. Taobao Tmall's "double eleven" single day trading data of 35 billion 19 million yuan makes the industry inside and outside a side view.

Behind the huge trading volume data is the industrial revolution driven by Internet innovation.

At the same time, the opening of the mobile terminal payment function also shows the high growth potential of the mobile Internet with the concept of "social".

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< p > compared to a single Ali department in 2012, this year's electricity supplier industry presents the situation of "Three Kingdoms".

The strong rise of WeChat and millet has severely challenged the position of Ali, marking the beginning of the reshuffle of the electricity supplier industry.

The rules of the game in the traditional electricity supplier industry have changed. In the past, the law of "get the channel, get the world" will be completely overturned.

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< p > < strong > the two major events of China's electricity supplier industry in 2013 < /strong > < /p >

< p > the reason why 2013 was defined as the reshuffle of the electricity supplier industry is because many abnormal incidents have occurred in the industry this year.

Among them, two are the most representative: first, Taobao is faced with a great sense of crisis.

If asked, who can challenge or even subvert Taobao, the answer is definitely not another Taobao, but probably WeChat.

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< p > since WeChat launched WeChat payment, the war between Taobao and WeChat around the online shopping platform has been escalating.

Alibaba and Tencent's products are becoming more and more frequent. The competitiveness of the three Internet giants has gradually shifted from original BAT (Baidu, Alibaba, Tencent) to TAB.

The reason is that in the mobile Internet era, Tencent relies on "WeChat payment" to import e-commerce business, making WeChat the possibility of becoming the first closed loop e-commerce platform, and this business belongs to the territory of Alibaba.

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< p > two is that millet has become the third largest electricity supplier website in China.

In fact, millet is not the traditional electricity supplier, but its counterattack tells you: This is not only a story of a company, but a new survival rule, a new way to pform traditional enterprises with the Internet thinking.

In short, Xiaomi has created a new business mode by selling its own "a href=" //www.sjfzxm.com/news/index_h.asp "brand" /a through 100%.

This is a small revolution, the core is user experience, fans economy, flat management.

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< p > I have discussed the essence of millet business mode with Lei Jun.

Lei Jun said that millet first adopted e-commerce direct selling mode, eliminating the channel cost and sales cost of traditional sales mode; secondly, eliminating marketing costs through new media and self media marketing.

Xiaomi pioneered the business mode of the Internet mobile phone. Its core is the small profit and scale of the hardware. It relies on direct selling and new media marketing. Two is the ability to eat soft food, and the money to make money by accessories and software. Three, fans are involved in product innovation on a large scale.

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< p > besides millet mobile phone, millet TV is also a product line that millet focuses on, which also reveals the real ambition of millet, that is, consumer electronics, because "consumer electronics has entered the era of individuation."

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< p > < strong > the core of the electricity supplier is no longer a channel, but a product < /strong > /p >

In the era of Internet P, the traditional rules of commercial games are being subverted: they no longer believe in the screaming of stars, but believe that users scream. They no longer believe in screaming channels, but are screaming products. They no longer believe in advertising screams but believe in social screams.

In the past, the electricity supplier had to fight the channel, and the future electricity supplier must spell products, or more accurately, think of the product manager.

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< p > entrepreneur's leadership is out of date, and "product home" is coming.

In order to survive, managers must become good product managers.

Management, brand, channel, marketing and technology are no longer the moat of an enterprise.

If a company's boss does not know the product, then the future of the company is worrying.

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NOKIA P used to be the king of global mobile phones, but in the four years, its market value has evaporated 100 billion.

NOKIA itself is a company that attaches great importance to design and particular attention to users, but why is it surpassed by Apple or millet phone, or even in a short time? It is because NOKIA just understands users, but fails to understand users in depth.

What is deep understanding of users? This requires product identification.

Taking mobile phones as an example, the most active mobile phone brands in China are apple, Samsung and millet. In the process of designing a cell phone, product managers should not only understand the reason that "owning a female user is equal to having the majority of users", but also need to have a deep understanding of female users. Why they choose Samsung mobile phones is very simple and ridiculous, that is, Samsung mobile phones can make female users look small, which is obviously not related to the performance of mobile phones.

It can be seen that if the product manager does not understand the user's needs deeply enough, the corresponding products can not be designed.

In addition, a survey of some time ago showed that since the Windows Phone system was installed in NOKIA, many shop assistants in the three or four tier cities did not want to recommend NOKIA, because the clerks themselves would not operate.

Chinese consumers' consumption behavior has also undergone tremendous changes. They just want to experience online, if they can not let users scream in the process of product experience, how can they get online buying behavior.

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"P" this year, fresh electricity business has quietly heated up, and is becoming a new round of competition between the e-commerce platform.

However, it is known as the last "blue ocean" fresh business of the electricity supplier, the author has doubts about its prospects.

The Internet revolution is no longer the way to get the world. Whether it is the platform represented by Taobao, or the vertical electricity supplier represented by fresh business, if it still focuses on channel and traffic, and ignores user experience and product quality, they will eventually be eliminated.

The core goal of fresh electricity suppliers is to provide customers with the best shopping experience and safe and high-quality food. This also determines that they should go high-end in the future. The market is not the best way to catch up with the market and fruit shop everywhere. After all, people who pursue high quality life are willing to pay for high quality fresh produce.

Therefore, the profit point of the future electricity supplier industry is definitely not a channel type, but a product type, so that products can experience users' pain points directly, which is the general trend of the development of the future electricity supplier industry.

Obviously, the traditional channel business enterprises will face great challenges. The future is more optimistic about the brand category, directly facing the customer's business enterprise.

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< p > < strong > O2O brings the opportunity of self salvation to traditional enterprises < /strong > /p >

< p > O2O, namely Online To Offline (online offline), means selling information through the Internet, gathering effective purchasing groups, paying fees online, and obtaining products from offline suppliers with various forms of credentials to complete consumption.

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< p > with the development of localized e-commerce on the Internet, the connection between information and physical objects, online and offline has become more and more closely linked.

O2O offers many traditional businesses, such as department stores, a chance to save themselves.

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< p > O2O is changing the way many people shop, while its < a href= "//www.sjfzxm.com/news/index_cj.asp" > profit mode < /a > is also relatively clear.

O2O operators should not only lock down the low price route, but should help their traditional enterprises to communicate with users better and gain a deeper understanding of user needs.

Such as millet has a deep understanding of user needs, and even allows users and fans to participate in product development.

In this way, users' consumption on the Internet is not just about buying products and feeling, but also selling not only products, but also the sense of participation of users.

The tourism industry represented by Ctrip, the basic consumption industry represented by public comment and group buying network, is a more successful case of O2O mode.

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< p > < strong > mobile e-commerce instead of traditional electricity supplier < /strong > < /p >

P mobile Internet has completely changed the world we live in, and mobile phones have become an extension of our hands.

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< p > China e-commerce research center monitoring shows that by the end of 2012, the scale of e-commerce pactions in China Mobile has reached 96 billion 500 million yuan, up 135% from the same period last year, and the figure is expected to reach 130 billion yuan by 2013.

At the same time, the China Electronic Commerce Research Center survey shows that 100% of the electric business enterprises believe that in all kinds of social APP applications, WeChat is the most popular among customers, sellers and social groups, and the most popular one is micro-blog. The second place is micro-blog, and 86.7% of the enterprises think so.

The third place is all kinds of social shopping guide websites.

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< p > although the traditional electric business has changed the business form to some extent, it has not had a substantial impact on people's life style, because its penetration depth is not enough, it can not affect people's life anytime, anywhere.

But mobile Internet is penetrating into our lives in an all-round way. We can almost find all the services we need by mobile phone.

Obviously, mobile electricity providers will eventually replace traditional electricity providers.

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