618 Power sales promotion battle with a sharp decrease in the intensity of merchandise discounts

The annual Beijing-East 618-year sales promotion war yesterday, this is the first time after the Beijing-East IPO 618 war, but also Ali group before the IPO of a promotional battle, the special point of time, so that the Beijing East 618 promotion of special significance.

In preparation for the Beijing-East 618 promotion war, Jingdong took a lot of new play, such as to the Jing Dong 618 Shop Celebration campaign, Jingdong Group founder and CEO Liu in 618 Day personally battle, deep line delivery, when a back to the distribution.

BEIJING-East joint supplier of Star spokesperson Organization "star to send surprise" activities, including the popular Star High Circle, Lu, Liu Yan and other stars also "when the" Jing Dong Distribution, to their own fan users.

To the occasion of Brazil's World Cup this year, Beijing East also organized a group including Tencent senior Vice President Wu Guangguang, Jingdong vice President Xu, Baidu Vice President Zhang Dongchen and other senior executives and entertainment stars Nan, Gangshan, Zhou football match.

Held in Beijing East 618 at the same time, the cat is also launching various types of promotions, and Beijing-east. However, many people in the electrical business sector have pointed out that the days of the cat and the Beijing-East competition is significantly reduced, merchandise discount strength, businesses are no longer facing the two election.

Just a year ago, a number of shoe sellers revealed that the two-day Cat Jing East also let them very helpless.

such as today's cat and Jingdong in 618 years of promotion of "harmony" is a bit of a surprise. In this respect, sent on behalf of the network CEO Kongkong Tencent Technology, the electric business industry has become more rational, the physical electricity business competition has been settled.

Businesses are no longer suffering from a two discount on merchandise discounts

2013 Jing Dong 618 store During the period, the entire electric business industry, both Beijing and east itself preparation, there are Suning, Gome, Tencent and its Xun, a store and other electric merchants, as well as the cat's sniper, electric business promotion war atmosphere strong.

At that time, Beijing East early mobilization let small and medium-sized sellers, but the two election of Beijing East Day Cat a business headache. A businessman who had intended to participate in the 618 promotional campaign last year was quite helpless to say, "Is there room for choice?" We are in the sky cat sales accounted for 60%, Jingdong Mall accounted for 10%, can only choose the day cat. The business environment can only choose to survive. ”

Some businesses in the balance after the withdrawal of 618, there are some businessmen choose to register two companies, respectively responsible for the operation of the Cat and the East, to "fuss" to solve some of the problems, more sellers will choose not to utter a quiet, in the east and the cat to seek a balance between.

A minor episode occurred in 2013. Jingdong Mall senior vice president Xu back to the east, the original old club hundred Li's excellent purchase in the 618 period to occupy the side of the Beijing-east, Jing-dong to give you buy fashion mall a lot of resources feedback. But you are also facing the challenge of fashion shopping mall, that is, the cat does not allow the hundred-Li electric companies to participate in the Double 11 promotional, or double 11 of its reduced to the hundred-Li electric business resources input.

The double 11 promotion is very important to the electric business website, one day sales are worth one months daily sales or 20% of a year's sales, the cat's threat makes the top-management executives have a long time shadow. People familiar with the matter said that in the days of the cat and the Best Buy fashion mall to ease the relationship between the two sides, coupled with good cooperation, finally, the hundred-Li Electric business participated in the 2013-day cat Double 11 promotion.

Another example is the women's clothing brand Han, South Korea have not participated in the 2013 Beijing East 618 Promotions, the reason is that more than 60% of Korean clothing homes sold from the cat and Taobao, in the days of the cat pressure in the Korean clothing house choose to avoid, concentrate on preparing double 11.

The development result also has the drama, the Korean all clothes House's opponent low-key participation in Jing Dong 618, did not receive the real sense punishment, but the Han all clothes House does not participate in Jing Dong 618 obvious loss sales, became "eats the loss" one side. Merchants Drive, this year's Han are not only not quit Beijing East 618, but also more than other women's clothing brand investment.

Previously, Jingdong group CMO Lan Ye said that everything needs to be gradual. The first stage of Beijing-East open platform business is to gather the merchants together, to have a certain scale, to form an atmosphere, and then to have strategic thinking and choice, such as platform differentiated competition.

In Lan Ye's view, the most important Beijing east is to enhance their core competitiveness, can bring real value to the seller, only when the value is large enough, external interference will not be valuable. The greater the value that the Jingdong brings to the merchant, the more it attracts the business support.

In the days of the cat and the Beijing-East two selected background, a total of 3 businesses did not participate in the 2013 618 in the period of celebration, mainly clothing footwear category. Compared to this year, you can find that the sellers face two election, the less the phenomenon of a few exits. However, according to many consumer observation, this year's Beijing East 618 promotional merchandise discounts are significantly less than in previous years, the attractiveness of users have also declined.

Pay more attention to ecological chain construction competition focus to mobile end

Just a year, the entire electric business industry has undergone great changes, the original Jing Dong encounter with the cat and many business enterprises attack, the situation is difficult, especially Suning, Gome, Tencent and its Xun, a store and other electric dealers have been biting Jing dong.

Now, in the context of Tencent's strategy to invest in Beijing-east, Suning, Gome and a shop, when the company's competitiveness is weakened, the Beijing-East in the field of proprietary business is obvious.

In addition, the business industry shuffle, a large number of small and medium-sized enterprises are washed out, such as the only goods will buy Lok Peak, where the customer is struggling, barely maintain, suning easy to purchase revenue decline, has no "sharp", the real impact on the east of the now only days of the cat.

The cat and Jingdong in the industry bipolar pattern has been formed in the medium and small electric business days are not easy, market development is still extensive situation, the days of the cat and Jingdong more focus on the construction of the ecological circle, not only no longer pressure payment, but also through various ways to support business growth.

The cat is mainly clothing shoes and hats and other fields, Jing Dong in the 3C field, each has a completely different user group, especially in the Tencent strategy after the investment in the east, the cat and the East also gradually formed a differentiated competition.

According to Tencent Science and Technology, in the Beijing-East 618 promotional period, the days of the cat and Jingdong promotions and the past years are also different, such as the cat 618 promotional period is divided into different days of the key promotional, 18th, mainly mobile sales, 19th is another category.

The war between Jingdong and Tian-cat has shifted to the mobile end. Tencent Micro-trust resources to connect to the Beijing-East system, access to the hand Q resources, Beijing-East wireless construction of the "troika" (app+ + hand q) pattern, Jingdong O2O strategy is also in progress.

Recently, the Beijing-east access Tencent Micro-letter platform, Jingdong said the micro-letter "shopping" first-day turnover compared to "my bank card" under the two-level entrance 8 times times, mobile client cumulative user activation number compared with the same period a year ago 4 times times.

Jingdong in the marketing approach has also been a new attempt, such as through micro-letter, mobile phone QQ issued Beijing East red Envelopes, since June 3 officially began the "Beijing East grab Red envelopes" activities, June 4 morning to achieve the amount of red packets broke 200 million, for the Beijing East 618 to promote momentum.

Analysys data show that the two strong patterns of the field of business are obvious. In the first quarter of 2014, Chinese consumer online retail turnover ranked 48.4%, with 20.1% in Beijing east. QQ NET buys 4.7%, Xun is 3%.

Analysis that, once the completion of the integration of the Jing-dong QQ online shopping and Xun, Beijing-East share of nearly 30%, while the BoE relies on Tencent's micro-letter + Hand Q resources, you can reach more than three or four line users, sustained investment so that Jingdong has the opportunity to overtake the day cat detour.

Of course, Ali also targeted the response, such as the introduction of "Code on the Amoy" strategy, by scanning two-dimensional code for users and businesses to provide including payment in a variety of services, Alipay support Beijing and other 35 of the city's public transport card travel, but also may support various types of small-line credit card business The future of Beijing East want to detour overtaking must also pay more innovation.