Where passengers sell furniture, vertical B2C shows the "full" "special" differentiation

The rapid development of the domestic B2C market can always be astounding.

Recently, according to sources, after starting from men's shirts and continuing to expand into six categories including men's wear, women's wear, children's wear, shoes, household products, and accessories, Vanguard will enter the furniture market.

The other side of the matter is that B2C e-commerce companies, such as Lok Tao, which also started from the vertical segment, insisted on cultivating in the professional field.

Full or special? In the current vigorous development of the industry, so clearly placed in front of the domestic B2C e-commerce.

Transformation of the integrated mall into a vertical trend of B2C is China's e-commerce industry, the footwear industry's music Amoy, Jingdong electronic products, Dangdang exclusive books, ** DVD's Amazon, only selling clothes where passengers, and services to the mother In the baby market, red children sell maternal and child supplies, etc. Each company has its own share of the market, doing fine work in the market segment, and growing up.

The first place to break is the Eslite.

This representative vertical B2C brand selling shirts online has been expanding its product line since 2009, trying to set foot in other fields. Currently, Vanke and its “V+” product range has covered children's and children's wear, shoes, and home textiles. Accessories, beauty salons and so on. The news that it will enter the furniture market shows that where passengers have clearly separated from the ranks of vertical B2C garments, they have begun to transition to B2C.

As a representative, more and more B2C e-commerce out of their own bases, stirring into the "meeting department" of the Ma Jing monopoly electronic products Jingdong "quietly" on the department store; selling clothes Mai Kaolin sell beauty care household items; The red children selling maternal and child supplies are also selling home-appliance gourmet cosmetics; Even Bazaar, who sells lingerie, has now become a big department store on the Internet, and its products have been expanded to include menswear, children's wear, swimwear, bags, and accessories. Home textiles and so on.

Overnight, the vertical subdivision into tomorrow's yellow flowers, from "special" to "full" seems to be the inevitable way out. In this regard, industry analysts have pointed out that there are three reasons why the vertical B2C service is made exclusively:

The first is "Lack of greediness and deviousness" to see what other families do to make money and what product lines to go to; second, mistakenly thinking that expanding production, sales will expand, and the result is likely to be too much too complicated. Consumers are skeptical. The professionalism of the website has lost its original hard-built advantage; the third is quick success and instant frenzy. A large amount of capital entering the vertical B2C industry also requires vertical B2C to quickly recover costs. Under various pressures, vertical e-commerce companies have had to expand their product offerings, but this is likely to come at the expense of corporate brand positioning and uniqueness.

Vertical B2C is even more optimistic when vertical e-commerce companies are rushing to make big changes. The exceptions, such as Le Tao, are still sticking to the subdivision field.

The deep cultivation in the footwear field has made Letao the largest online shoe city in China. More than 130 brands have settled in, and over 13,000 styles can be selected each day. Focus on the supply of music in the field of shoes Le Tao, but also for consumers to bring the price advantage, the breadth of goods. And the consumer’s return on focus is 10,000 single shipments per day.

On April 29th, IResearch released the "China's vertical B2C footwear website visit list in March 2011", which shows that the average daily and monthly coverage of Le Amoy is several times higher than that of its peers, and it has firmly secured the top spot for footwear B2C. .

In the face of various peers have to expand product, Le Tao CEO Bi Shengjian said that at least three years only concentrate on shoes, will not be transformed. There is a benefit to doing so, for the user's impression, Le Tao is selling shoes, but it is easier to remember.

“But this is not all of the outstanding e-commerce companies.” Chen Hu, vice president of Le Tao operations, said that to consolidate its leading position in the vertical market, it is necessary to continuously improve the user experience, improve user service levels, and intensively cultivate. For example, Le Tao pays great attention to the improvement of customer experience. Now, Le Tao's home page is only 175K, and the loading speed is 2.83 seconds, which is the fastest in the B2C website. At the same time, Le Tao can be purchased without registration, and orders can be purchased less than one minute after the purchase. In addition, the product picture offers 8 Shooting angles to maximize product detail.

The wheat bag is also an electricity supplier who sticks to the field of vertical B2C bag subdivision. "China's luggage industry lacks its own leading brand, wheat bags are willing to take this responsibility, our vision is to let China lead the fashion world of luggage." Ye Mai, president of wheat bags not only said such a thing on one occasion.

While industry insider Qiao Pei summed up the advantages and disadvantages of integrated and vertical B2C, he said: “Assuming that the integrated B2C is a piece of glass, their advantage lies in the large area, and the weak point is that it is thin; in turn, vertical e-commerce sites are like The glass column is definitely not as good as glass but its advantage lies in its volume."

CICC online analysis article pointed out that comprehensive and vertical B2C will coexist for a long time. The opportunity for vertical B2C lies in its professional advantage through intensive cultivation in its respective field. CICC continues to be optimistic about the growth potential of B2C in the next five years. It is expected that the overall industry will exceed 60% compound growth rate, and the total scale is expected to exceed 400 billion yuan in 2013.