Dangdang launches Flash purchase platform and establishes price supervision mechanism

recently Dangdang official micro-blog revealed that its next flash purchase platform "when the end of the collection" will be launched on March 24, the spring promotional price comparison action.

Yesterday, Dangdang official micro-Bo played "to govern only You" poster, directly to another-flash site launched the spring promotion offensive. Dangdang said in the poster, will start in the "Flash purchase" in the field of "the whole net price parity" since March 24.

Industry insiders said, in order to tamp the "low price" image, as early as the year before Dangdang has developed a full network of real-time comparison system, the establishment of a full network price monitoring mechanism. March 24 of the flash-buy or Dangdang price monitoring mechanism for the first time to test water.

"Double return" to challenge old opponents again

After last May-July's 3-month "Double Exchange War", "when the tail of the goods" won the second place in the field of flash purchase. Analysis said the promotional poster provocative means obvious, intended to provoke the old opponents to follow up again.

and "to govern the only You" poster at the same time, there are "buy expensive to accompany double" the post return process.

When the relevant person said, before the electricity dealers provoked the price after the war, many electric Chamber of Commerce actively follow up, but many consumers found that, although several electric dealers shout price, the scene is very hot, but consumers really get the benefit is not much, which has been consumer criticism. Without the establishment of supervision and punishment mechanism of price war, the end can only become a "gimmick" of the electric business marketing.

In order to let the price war is difficult to be the competitor bluff the follow-up, also for further tamping "the whole net lowest price" The image, Dangdang will through the technical means and the user feedback two levels to establish the price supervision mechanism.

Sword refers to the field of flash purchase and fire and "famous, big-name"

"It's time to come up with some high quality price wars!" Electric Dealer Frequent price war lets many net buys the user to be numb to the price war, but to the price firm big name, the famous brand commodity, the price war to the net buys the user still has the very great attraction.

In addition to the establishment of price supervision mechanism and double return policy, Dangdang flash buy tail goods to promote the spring of another aspect is, flash purchase participation is a first-line famous brands, big names.

It is reported that the Dangdang millions flash purchase will give a big brand "30 percent rob" of the strength, more than 10 percent seconds to kill products.

Dangdang Market in charge of the introduction, the tail goods to buy the spring big promotion, will be the 2014 end of the garment bags gifts, baby babies, home, beauty makeup and books, such as the collective debut of merchandise, promotional time will continue from March 24 to March 28, is the end of the day after the purchase on the scale of the largest promotional.

The author found that, although Dangdang's flash purchase spring promotion is not yet online, but the discount level of goods is already very low, most of the goods in the 10 percent-49 percent range, at the same time as a big promotion of the "outpost", the tail goods to send coupons under the purchase of a single coupon activities are also underway, if the price supervision mechanism and double return policy to settle, Flash Purchase tail goods will undoubtedly be a thorough "bright sword".

The "secret" of the low price of the three folding and robbing the tail

It can be said that, as a well-known integrated business, Dangdang has been "authentic low-cost" image into the hearts of consumers, last year, the end of the line at the beginning of the line is "low price" posture to kill into the Red Sea, and finally determine the status of the first camp of domestic flash purchase. So what is the secret of Dangdang's low price?

Analysts believe that: only the goods will buy the hands of the self-employed mode, high operating costs, squeeze a large amount of profit space, and dangdang tail goods sinks is an open platform model, the merchant directly into, do not increase operating costs, is when the tail is to maintain the main reason for low prices. In the long run, this is the best way to conform to online retailing rules.

At the same time, Dangdang's conversion rate in the industry ranked first, the book accumulated a large number of loyal old users, greatly increased the transformation of the figure hundred.

From the operating costs, the old electric business Dangdang 15 years of intensive cultivation, the new customer costs and per capita operating costs are the lowest in the industry, which is the low price of Dangdang strategy to do a strong support.

Guoqing recently in the media interview also said: "Dangdang the beginning of the positioning is the discount shop, in the cheap, choice, good atmosphere, convenient service, such as the value of the dimension, a retailer can not be four values are done at the same time, no one has this financial resources, because competitors are not fools. What we should pursue is that the greatest value to customers is cheap. You can lose anything else. ”