After "Frenzy" Is Calm - Clothing Business: Mergers And Acquisitions Still Have A Lot Of Room.

< p > whether it is "electricity supplier bubble" or "loss making money", these adjectives for < a > e-commerce > /a > market status all reflect the long-standing problem in this industry: B2C does not make money.

In the past few years, a lot of venture capital has become the capital of B2C enterprises to burn money in a frenzy.

Regardless of cost, without considering profits, capital market has made B2C enterprises no longer in sight.

In addition, gaps in the legal provisions and loopholes in institutional norms have also become a drag on the development of the industry.

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< p > 2012, more and more enterprises choose to lay off, reduce costs, mergers and acquisitions, and keep warm together to get through the most difficult period.

At the same time, the electricity supplier industry is also moving towards a rational whole. "No profits, no electricity suppliers" has gradually become the industry consensus.

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< p > < strong > key words: capital withdrawal bubble < /strong > < /p >

< p > the e-commerce industry with unlimited scenery has been attracting large numbers of venture capitalists since it has become a field of venture capital agglomeration.

Over the past two years, VC (venture capital) has injected more than 30 billion yuan into China's electricity supplier, resulting in a crazy bubble.

The e-commerce industry has also found a unique financing mode: creation, financing, expansion and refinancing.

This makes most of the business enterprises that rely on attracting VC as the source of their own business development, but they are in danger.

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< p > with strong capital support, the cost of online advertising promotion is higher and higher. In order to burn advertisements on a large scale, enterprises burn too much money and cause large losses.

In addition, with the money business providers blindly expanding the site, resulting in insufficient financing, competing for users, advertising, rush traffic, homogenization of the electricity supplier into vicious competition, coupled with rising logistics cost of distribution, pressure on the electricity supplier.

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< p > as earlier this year, < a > Jingdong mall < /a > CEO Liu Qiangdong throws out the "cold winter theory". "Many e-commerce companies have far exceeded the sales cost," said yuan. The advertising fee of 100 yuan has only brought 10 yuan sales. "This is terrible."

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< p > at the same time, price war also leads to lower gross profit margin of enterprises.

In August 15th, a Jingdong war, suning.com and Gome online mall fought the most tragic price war in history.

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< p > the initiator of the battle, Jingdong mall Liu Qiangdong CEO launched a battle against suning.com on personal micro-blog in August 14th: "starting from nine a.m. tomorrow, all Jingdong prices in Jingdong mall are cheaper than those on the Suning line, and there is no bottom line. If Suning is willing to sell 1 yuan, then the price of Jingdong will be 0 yuan."

Instantly lit the flames of war, Dangdang, Yi Xun, Yi Tao network and other mainstream domestic electricity providers have joined the fight, this "loss for the market" approach has laid a hidden danger for losses.

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< p > enterprises burn money in exchange for market and investment, but investors can not see short-term returns, which makes investors wake up in a moment.

Investors have gradually lost interest and confidence in the field of electronic business, and ultimately choose to divest.

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< p > in the early stages of development, e-commerce enterprises, which attract VC as their own business goals, have been caught in a dilemma: there is no hope of listing in a short time.

The electricity providers who have not yet made famous names are now in urgent need of financing, but small funds can not afford electronic commerce. The soaring marketing cost is very high for the competition threshold of the electricity suppliers.

Especially for the scenic group, with the withdrawal of capital, group buying websites have been closed down, leaving only the hard time.

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< p > "only when the tide recedes, you will find who is swimming naked." Buffett's investment warning once again came into force.

Liu Yong, general manager of marketing department of mango net, said that the capital driven business boom and stock market capital driven bull market, the theme will eventually return to the essence after speculation, capital is still moving forward to pursue new themes.

"Some people in the waves have excellent fundamentals and let them rise and fall. Some people have the skills and luck to escape the top and deliver the goods at high points, and the rest have to swim naked."

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< p > < strong > key words: layoff profit < /strong > < /p >

< p > price war and other vicious competition, coupled with more and more sober capital entering, have caused many electric business enterprises to encounter layoffs and other adjustments.

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< p > 2012, in the past year, a large number of electronic business enterprises such as Wei cotton, Shang pin, Gao Peng, Jiapin, famous discount network, and van customer service have been retrenchment, reduced company size and staff turnover.

Not only that, the China Electronic Commerce Research Center shows that this year, there are frequent high-level flows of e-commerce enterprises, including < a target= "_blank" href= "http://www.91se91.com/" > clothing /a /a B2C B2C, vice president of masa Marceau, vice president of the 58 city business development center, Yuan Hong, vice president Song Xing of Hong Xiu network, Du Fei, general manager of red children mall, Yang Fang, vice president Yang Fang, etc.

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< p > Pang Minli, assistant analyst at the China Electronic Commerce Research Center, said that the domestic business enterprises are imitating and innovating. Heavy competition in price, light service, serious homogenization of products, and frequent price wars in the same industry have also led to a sharp increase in the cost of marketing and promotion, personnel remuneration, logistics and warehousing, and so on.

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< p > for wind investments, after experiencing a mirage bubble, they are becoming more calm. The return is still the most valued one for them. The growth type electricity supplier with the ability of earning profit is more likely to be successful in financing.

Profits also begin to return to the key words of the development of e-commerce enterprises.

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< p > Ma Yunchang thinks it is immoral not to make money, and it should be humiliating to do business without making money.

Words hang on the lips, and the current electricity supplier industry is in a loss situation. Only the light business department Ali is making profits. The money alone can no longer allow the normal operation of the enterprise, and profits are gradually revived by the electricity supplier.

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"P", Internet brand, but after many years of "burning money", customers began to pursue profits this year.

In 2012, we used layoffs, reduced product inventories and adjusted the pace of new products in order to allow customers to enter a more rational development track.

"Price war is an inevitable demand for electricity providers.

For a platform company, no price war is a dead end.

Customers are brands, so they can be placed outside the price war.

I can't think of any reason why we should make fun of it. We will do enough for ourselves. "

Chen said on micro-blog.

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< p > recently, Liu Qiangdong, founder of Jingdong mall, told the executives' mail that Jingdong would start making profits next year, and even said it would rather be ashamed than willing to be stupid.

"After nearly nine years of development, Jingdong has already begun to take a certain scale, and already has this ability to have this foundation. Next year, it should be a year of great improvement in the cost and efficiency of Jingdong mall.

Our goal is to make profits next year, but quarterly profits are not year-round.

Liu Qiangdong said.

But how to change the mode of e-business in the initial stage depends on "burn money" to develop.

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< p > < strong > key words: standard perfect < /strong > < /p >.

< p > nowadays, e-commerce has gradually penetrated into all levels of economy and society, and the network production and management and consumption patterns have gradually formed.

But in contrast, its legal rules and industry system are still in its infancy.

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< p > in April this year, a report on the Taobao corruption scandal was sensational.

For businessmen on Taobao platform, if they can be promoted to the front page or promotion page, they will not only be able to "sell", but also gain huge profits.

But the number of businesses that can get the opportunity is rather limited, which corresponds to tens of thousands of demands.

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< p > this gives the about 8000000 businessmen a chance to open up shop and increase their business volume.

Like last year's "Taobao mall uprising", these scandals, though occurring in Taobao, do not belong to the Taobao family alone. They expose the problem of the entire Internet industry.

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At the same time, the news that at least 97 brand names of the Amoy brands are being grabbed by P is causing widespread concern and resonance among the business community.

It is mentioned in the report that there are many brands of Tmall, such as sprint, ina knight and so on.

Most of the brand names that have been registered are not registered in the "Amoy brand", and all the people who rush the registration are the same, called "Hangzhou Mai Shang Brand Management Co., Ltd.".

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< p > is the lack of brand awareness of the self-made network merchants, giving the brand rush agencies an opportunity.

Some "Amoy brand" companies may have omitted some trademark categories related to their main businesses because of the purpose of saving money at the beginning of their business or some omissions. This has given some trademark registration agencies an opportunity to make their own brands become "other people's wedding clothes".

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< p > if we say that the problem of brushing prestige and trademark registration is mainly due to the lack of integrity in e-commerce, and the relevant supervision mechanism is not in place.

Then the case of professional bad judges is suspected of fraud.

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"P" recently, Taobao and Hangzhou Public Security Bureau jointly held a news conference to announce the first case of "malicious bad judge" in China.

At present, 7 suspects have been arrested by Hangzhou police and arrested on suspicion of extortion.

Most of the existing rules of Taobao platform are biased towards buyers, which makes many sellers very passive in the face of "bad bad judges".

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< p > for this reason, Taobao's cancellation rate was associated with search rankings in June.

In July, a green channel for reporting bad news was launched, and the order that was monitored by sellers and sellers would be closed after verification.

Those who are involved in the bad shooting account will be frozen in the Taobao account if the circumstances are serious.

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< p > although the Internet industry has been developing in China for many years, there still exist some defects in its regulations and systems, such as the lack of standards, lagging behind the platform construction, inadequate application scope, insufficient security and lack of integrity.

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< p > < strong > key words: merger acquisition < /strong > /p >

< p > in May of this year, Bu Guangqi CEO, a big B2C shopping website, confirmed that Tencent had completed its holding of the company, and Tencent was also the only institutional investor of Yi soon network.

In the future, Yi soon network will become a proprietary business platform for Tencent's e-commerce providers.

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< p > the director of Tencent's Public Relations Department of electric business introduces that the general direction of Tencent business integration is to gradually consolidate the existing three businesses of "Tencent pat", "QQ mall" and "QQ online shopping" to "QQ online shopping".

In the future, "QQ online shopping" will be equivalent to Tencent's e-commerce business. The new "QQ online shopping" will also be divided into two parts: self operated and open platform, which will be borne by Yi Xun net. The open platform will be clustered in the original mall, and the 1 website, good Le buy, daily network and other B2C websites.

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A month later, in June 2012, the F group announced that it was merging into a new company with the US group buying originator Groupon and Tencent Holdings Ltd joint venture group buying website Gao Peng Groupon.

The F group announced its merger with the Gao Peng network.

In view of Groupon's holdings of E-Commerce49.8% and an additional $25 million in cash contributions, the company acquired 19% of the world's shares in the form of common stock and Series E preferred stock.

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4 months later, Suning launched a $66 million acquisition of P B2C, the mother and baby website.

In sunning appliance, the acquisition of red children is clearly a bold attempt in the field of electronic commerce.

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< p > this acquisition can not only make up for the "short board" of Suning in the sale of mother and baby products, but also support for Suning's next step in the platform expansion and capital acquisition and acquisition, which is an important support for its completion of the target of 20 billion yuan a year.

For red children, even if they are only "cheap sale", some investors can solve the problem, while others will cut meat and protect their bodies. But for suning.com, anxious department stores, it is undoubtedly cheap and fine.

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< p > in addition, there are more and more electricity providers merging into large platforms through mergers and acquisitions.

In October, the five hundred cities confirmed that they had been favored by Tencent before being bankrupt. Subsequently, Dangdang also announced that the two categories of books and daily necessities officially entered Tmall in the flagship store, while the excellent purchase began to open flagship stores in the second half of the year, such as Jingdong, suning.com and shop 1, and will be stationed in more platforms in the future.

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< p > electric business has always been regarded as burning money by the outside world.

The vertical B2C of the development of burning money is already in jeopardy. The group buying industry needs to be integrated urgently. There is no new user, unable to compete with the big platform, and the lack of funds can impede the development of the electricity supplier.

Under the condition of poor financing, some analysts pointed out that vertical electricity providers either wait for death, or seek cooperation between large platforms, or seek buyers to sell, which provides an opportunity for large platforms.

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< p > the electricity supplier industry is in a stage of rapid fission.

Before the false prosperity and thorough precipitation, there is still much room for the merger and acquisition of e-commerce, which is another confirmation of the commercial law.

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