Standing At The Draught To See The Five Main Directions Of The Electricity Supplier In The Second Half Of The Year

The domestic electricity supplier industry has never been as busy as it is now.

Jingdong and Alibaba have invested heavily in Yonghui supermarket and Suning cloud merchants to detonate industrial investment integration hotspots.

In addition, when a wave of O2O enterprises approached, a group of O2O enterprises with severe homogenization fell down.

Analysts believe that the second half of the year will continue to be an eventful year for the electricity supplier industry. The market structure of O2O and cross border market will be gradually formed after a long time of scrimmage. The investment and integration of giants will bring more uncertainties to the industry.

Wind direction 1 complementary advantages of investment integration giants

From the second half of the year, we fear that there will be no longer any dispute between the line and the line.

Jingdong investment Yonghui, Ali shares Suning, recent domestic

The two events directly declared the arrival of the new gameplay.

And the way to speed up the complementary advantages of giants through investment integration will not only directly stimulate the nerves of competitors, but also the small and medium-sized enterprises that are leading the giants in the second half of this year will accelerate their investment in mergers and acquisitions.

Investment in the field of electricity business is becoming more and more simple and crude, and resource complementarity has become the foundation.

Only 7 days after the 28 billion 300 million yuan investment agreement was reached, suning.com went online in the form of flagship store in Tmall.

Hu Chuncai, general manager of Shangyi consulting in Shanghai, said Suning needed Ali's traffic support, and Ali attached importance to Suning's supply chain and logistics advantages.

Jingdong also invested 4 billion 300 million yuan in Yonghui supermarket and made it clear that Jingdong is to make O2O through Yonghui fresh and store advantage.

Driven by giants, the wind of investment integration will intensify in the second half of the year.

In Hu Chuncai's view, the integration of giants through investment will directly lead to the weakness of small and medium-sized enterprises. "The giants are selling themselves, what else can they do?" after the completion of investment, Jingdong has become the third largest shareholder of Yonghui and Ali has become the second largest shareholder of Suning.

Integration is not only the frustration of the business enterprises, but also a development strategy behind the capital market.

Zhang Jindong, chairman of Suning, made some remarks before Suning and Ali announced cooperation. He may have pointed out the development route of the second half of the electricity supplier. Suning hopes to redefine channels and re establish user contacts, and this process must be strong and strong, not only to thank BAT, but also to embrace BAT.

People can not help but ask: facing the heavy pressure, how will the Gome online go in the second half?

2 adjustment of wind direction and enhancement of vertical competition

Before that, vertical electric providers always explained the competition with the platform by "we are fighting a department with an electronic business platform". In the second half of this year, this approach will probably be reversed.

In order to strengthen the competitiveness in the vertical field, more and more electricity providers will adjust their personnel and organizational structure.

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A few days ago, Jingdong announced that it would adjust the organizational structure of the original sales and marketing system, and set up 3C division, household electrical appliance division and consumer goods division respectively.

Business department.

After the establishment, the business unit can operate and account like an independent company, and will have stronger voice within and outside the Jingdong group.

The structural adjustment of the e-commerce enterprises eager to focus on the field of subdivision is already.

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In the fierce battle with the US group, beaver and toddal manicure O2O projects continue to emerge. In July 22nd, the public comment announced the establishment of the beauty business division and began to expand the beauty O2O market.

Public comment CEO Zhang Tao made it clear that public comment will focus on vertical industry strategic layout in the future.

Many of the original platform structure has not adapted to the new market competition environment.

Zhiguo, President of the China Association of real electric business, said that in the case of bigger and bigger electricity suppliers, the adjustment of the structure is inevitable. "The market environment is changing faster and faster. The adjustment of the electricity supplier at any time will make the enterprises more flexible to face the market competition, which will become the norm".

Zhang Tao said that under the strategy of "bigger ecosystem, stronger platform and smaller headquarters", the headquarters of the company will become smaller and smaller in the future, and the main control platform level will be the promotion of vertical industries.

Wind direction 3 O2O innovation from payment to cross-border

O2O this cake is becoming bigger and bigger in the hands of the electric business enterprise.

To sum up,

There will be two major trends in the second half of the year. On the one hand, the electricity providers will upgrade the traditional retail integration mode; on the other hand, they will diversify the life service market.

After the initial running in period, the integration mode between the electricity supplier and the traditional retailer has been upgraded.

At present, O2O is no longer a simple WiFi laying or accessing mobile payment system, but a more precise point to point guidance.

In May this year, Ali mobile O2O new product "meow Street".

In addition, Wanda joined the Tencent and Baidu group to build an electronic business platform, which was launched at the end of July.

Although the above projects are still subject to many restrictions in the application scenario and page design, it is easy to see that online and offline business giants have spared no effort in exploring the new situation of O2O.

Another trend of O2O is in the field of door-to-door service.

The business giant accelerates the integration of brand resources and makes the platform bigger. Small and medium-sized enterprises focus on the emerging market segments.

When Jingdong came to rename in April, its service category has gradually expanded from supermarkets, takeout and flower distribution to health, beauty, massage and other fields. 58 home came from a single service category provider pformation "self + platform dual track" mode; in addition, the public comment network also added the "home" level entry to the App home page.

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According to statistics, in the past 3 months, the average weekly O2O industry financing enterprises as many as 30, including fresh distribution, massage, photography and other industry giants have not yet appeared in the emerging market segments favored.

But it is worth noting that even in the vertical subdivision of the market, there has been the appearance of a giant.

Wind direction 4 cross border new outlet not only sells diapers

Under the favorable policy, the cross-border electricity supplier market has become a major battleground for the big business tycoons.

Compared with the traditional "Hai Tao", such as fake goods, slow logistics and other criticisms, the cross-border electricity providers today are playing the banner of "overseas direct mining" and "fast logistics".

Cross border electricity supplier is no longer the electricity supplier website that only sells diapers.

Judging from the category, the mother and baby market represented by diapers is no longer the only focus of cross-border e-commerce platform. The import snacks, daily necessities and brand clothes are more and more recognized by consumers.

Mo Daiqing, an analyst at the China Electronic Commerce Research Center, said that luxury goods, daily necessities, such as bags and so on, are becoming the mainstream selling commodities for cross-border electricity providers. Cross-border electricity providers will also gradually enhance commodity richness and have more commodity categories in the future.

In the second half of this year, platform type cross border electricity providers will continue to compete for horses and enrich their products.

Vertical cross-border electricity providers will be differentiated, part of the platform will begin to pform and expand the ecosystem. Another part will continue to go deep and accelerate to extend the upstream industry chain and offline channels.

Jumei.com, a beauty maker, has gradually expanded its business to food, health care products, maternal and child products, and many other areas.

Continue to deep plough vertical field such as cross-border electricity supplier ocean terminal, through cross-border integration of star beauty, accelerate the expansion of offline channels.

Internet analyst Yu Bin said that the vertical mode is more precise in the consumption crowd and positioning, and the platform mode is more popular on the genuine product and service guarantee. The two modes will still exist for a long time.

Wind direction 5 burn money "unlimited" capital behind the enclosure war

"Burning money enclosure" has become a common play in the electricity supplier industry. For large-scale enterprises, the burning of money will continue. But for startups, if they continue to burn money, the second half of this year will become the life and death of a batch of enterprises.

The business tycoons have strong funds as the foundation, and "losing money and making money" to get customers through occupying channel resources is laying the groundwork for the layout of larger ecommerce ecosystem.