Li Guoqing: The price war will not be even worse

Some people say that to describe the e-commerce industry in 2012, if the word "price war" is used, the use of six words is the "most fierce price war."

Behind the price war, traditional home appliance stores such as Suning Gome not only took the “arms” from breaking the line, but also launched online business; Tmall Taobao’s platform-based electricity supplier exceeded RMB 19.1 billion in daily transactions and exceeded RMB 1 trillion. The amount of annual transactions has been ridiculous; Jingdong Dangdang and other veteran proprietary B2C e-commerce or transformation platform, or stationed in other platforms; a large number of small and medium-sized e-commerce sites have died, or was acquired integration.

In 2012, it was a truly e-commerce shuffle year. After many price wars, not only have consumers experienced aesthetic fatigue, but e-commerce companies have been unable to fight again. This is reflected in the traditional e-commerce promotion day on December 12th.

The price war makes e-commerce rankings and market share changes. According to iResearch data, comparing the market share of B2C e-commerce in the first quarter of 2012, in the third quarter, the Kuba network of Suning Tesco and Gome Holdings increased significantly. The former rose from No. 5 to No. 4 and its market share increased by 35. %, The latter entered the top six, which shows that the traditional home appliance store online has played an effective role.

In contrast, Amazon China, which has not performed well in the price war, has slipped significantly. It has dropped from No. 3 to No. 5 and its market share has decreased by 17%. This was the reason why Wang Hanhua, the president of Amazon China, left at the end of October. He spent 7 years in this position.

The Tmall occupies a platform advantage and further increased by 3.1 percentage points to 54.6%. Jingdong Mall, Dangdang and other established old-owned B2C websites are also transitioning to the platform. Dangdang is on the eve of the “Double 11”. Entered the Tmall platform.

The price war has made the small and medium-sized vertical e-commerce websites overwhelmed. The top child and baby brands of e-commerce providers have been acquired by Suning, Weimian, Pinju, Lecoolian, Houmaite, Yaodian 100, etc. .

Price war will not be even worse Dangdang CEO Li Guoqing

Li Guoqing, because of his outspoken bluntness, was known as the "Li Dazui" of the electric business community - confrontation with the "Da Mo Women" microblog, and Tucao was dissatisfied with the investment bank; often with Jingdong Mall CEO Liu Qiang, the two companies also Multiple price wars broke out.

As for the e-commerce price war, Li Guoqing is quite mixed. His leadership of Dangdang.com had a two-year profit period before the 2011 Nasdaq listing in the United States. After several rounds of price wars, he had to admit that Trapped.

In 2012, the e-commerce price war was unprecedented, and in 2013, what kind of e-commerce will be a melee? In an interview with Huaxi Dushi Bao, Li Guoqing believed that unless there is a large electricity supplier dying, the price war will stop.

He said, “The business climate index of the e-commerce industry in 2013 can probably hit 70 or 80. I’m generally optimistic. Although the capital market is still very cold, we have to see hundreds of millions of consumers holding the money to buy. According to the planning of e-commerce, the total transaction volume of e-commerce will reach 18 trillion yuan by 2015, and the amount of online shopping transactions will reach 3 trillion yuan, indicating that e-commerce is still growing at a high rate.And in 2013, mobile shopping, community-based business, and O2O (online The development of online), as well as the role of some technologies such as two-dimensional codes and barcodes, will also be gradually brought into play, and these will bring about incrementals."

However, he also believes that the e-commerce business in 2013 will be the winter of the capital market. Some e-commerce capitals are almost burned, and the private placement and listing windows are very small, so the e-commerce price war will not be even more tragic. . However, the price war will not stop. Unless a large e-commerce company dies, the market cake will score enough, and the remaining e-commerce companies will shake hands.

He predicted that "in the future, vertical e-commerce will split, some will continue to go vertically, be small and beautiful, and form dislocation competition in their respective fields. Other horizontal expansion will fail and quit the competition. During this period, there will be some mergers and acquisitions and restructuring."