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2011年是电商的大跃进年,拿“重灾区”家电行业来说,京东商城一骑绝尘,国美、苏宁等传统大渠道商一拥而上,电器厂商如帅康、海尔等纷纷自建电商渠道。但是,电商这种新渠道并没有像传说中那样,通过整合价值链关系节约成本来降低售价;相反,新渠道成为亏钱渠道,赔钱赚吆喝,并未产生新价值。一则,京东、当当等新渠道商为了提升市场占有率,建立大哥地位,不断推出价格战;而国美、苏宁等传统渠道商唯恐失去领地,也不甘落后。
2011 was a big leap forward for e-commerce companies. In the case of the “catastrophic areas” and the “home appliance industry,” Jingdong Mall was riding away, and traditional large-scale channels such as Gome and Suning were rushing in. Appliance manufacturers such as Shuaikang and Haier built their own electricity. Business channels. However, this new channel for e-commerce does not reduce the selling price by integrating cost-chain relationships as it has in legends; on the contrary, new channels have become a loss-making channel and lose money to earn money, but no new value has been generated. One, Jingdong, Dangdang and other new channels in order to increase market share, to establish a big brother status, and constantly introduce a price war; while the United States, Suning and other traditional channels to avoid losing territory, are not far behind.