Electric Business Promotion: Price war is not a long-term solution, the electrical business needs to come out from

Valentine's Day is the first festival after the Chinese New Year, electric business enterprises will naturally not miss this excellent promotional opportunities. According to media reports, aiming at Valentine's Day, the electric business enterprises have collective exerting force, group promotion, NetEase Indian image pie, where guests, new eggs, le Bee and the only goods will be five home appliances manufacturers jointly for the lowest 50 percent sales promotion; Ke-Lan diamond, Dangdang, New Egg Mall, elegant 100, golden Elephant Net, Plantronics purchase, Lanmiu underwear, wow net, silver Thai NET, Mickey Nets and so on has organized the bigger alliance, proposed "The naked Price" the concept. And such as Taobao, Jingdong and other electric giants naturally will not fall, it can be no exaggeration to say, "Valentine's Day, no electric dealers do not promote", and promotional means more crazy price war.

For traditional stores, the main function of promotion is to quickly improve sales, digest inventory, realize cash flow, and for the electric business enterprise, in addition to achieve the above goal, its display demand should be higher. At present, the electric business enterprise competition is intense, lack of differentiation between enterprises, brand area is not obvious, the power to obtain traffic and customer conversion costs more and more high, so for the electric business enterprises, through the promotion to attract and retain customers, cultivate customer loyalty and strengthen service and brand should be the core appeal of electric business promotion. It is clearly not enough to rely on price cuts alone.

2011 "Double 11" big promotion, Taobao electric business record brilliant, applause constantly, but in the electricity business, such as "double an activity is painful, Singles Day Taobao Mall became the brand injury City" This argument is also heard. Whether and no matter, just "double 11" big promotion does not stop the electric business to come winter. Why? It is no exaggeration to say that many electric dealers are making a yell at a loss. Excessive reliance on price war as a development of the user's killer, in exchange for the surface of prosperity, but in fact overdrawn many young electric business enterprise long-term development of the future, crazy promotion is more aggravated the operation of the electricity business pressure. Whether it is brand electric business, or into the electric business platform of the merchants, brands on this I am afraid there is a word of misery.

Of course, it is noteworthy that in this Valentine's Day promotion, at the same time, the electric business enterprise has begun to increase the emotional marketing and creative design, pay attention to strengthen the user experience of consumption, this is worth affirming. However, we must recognize that the business of these emotional marketing or only for product packaging, in the final analysis or to sell products, is the continuation of the strategy, but not change.

As Mo Dai, an analyst at China's E-commerce Research Center, said in an interview with the media, "The price war is not a long-term solution, and the electrical business needs to come out and return to the nature and service of the product." Continuous innovation, the introduction of a unique service, to seize the old users, and attract new users. "I think, for the electric business in the winter, relying on investment support of the electric business enterprises, it is necessary to withdraw from the" price war ", if not continuously increase their brand influence, form their own service characteristics, if you want to win in the competition is slim. Looking forward to the next electric sales promotion, is no longer a single "price" label, and more from the "service" and "experience" starting.