Electric business Promotion sing double market disorderly elephant wait for specification

The scale of online shopping has been increasing, and the competition among the major electric business platforms is increasingly fierce. In order to gain greater market share in the competition, the electric business promotion war is one after another, in a year, almost all holidays or have a specific meaning of the day can be electric dealers play a net shopping spree day, for a time, "Seconds to Kill" "Time to Buy" "0 yuan Purchase" "Gift coupons" "Discount rebate" "Package discount" and other promotional activities like smoke bombs , fascinated the consumer's eyes, make it difficult to distinguish between true and false, repeatedly deceived. So, hidden in the electric business is behind the war is what unknown industry unspoken rules? In this regard, what measures do the authorities have to deal with? In response to these problems, the reporter recently conducted an in-depth investigation.

Low-price promotions for gimmicks

It is easy to find that the price reduction is the main Trump in the promotion of electric business enterprises since the electric business war happened last year. "Today, the price reduction has become the only way to promote the electricity business." "When it comes to the promotion strategy of many electric dealers," said Mr. Li, the shopkeeper of a shop in Taobao, "in fact, before the price was lowered, the merchant had already lifted the commodity prices up and the surface seemed to be on sale, but the merchant did not earn a penny less." Because no one to do the loss of business, no matter how the business promotion, the first thing to keep their own profits. ”

In fact, many consumers are puzzled by the wide range of low-priced promotional slogans of electric dealers. A regular online shopper told reporters: "At first I really thought it was the electric dealer" massive haemorrhage ", the price sale promotion, later discovered that many commodity's price already before the promotion" One night soaring ", some goods discounted price even higher than its peacetime price, this let me very annoyed. What kind of promotion is this? In fact, the merchant dug a hole ahead of time, waiting for consumers to jump in one. ”

According to the 3 15 annual net Purchase consumption survey results show that only 35.19% of the people believe that in the electric sales promotion War to enjoy the benefits, 46.31% of the people think that the electric sales promotion war is just a farce.

According to the third party's real-time monitoring data shows that the electric sales promotion, the real price of the goods is not much, and the prices drop is not big. To color TV, as an example, many of the promotional Shangdou announced the "0 gross margin" sales, but in fact, if a color TV purchase price of 1000 yuan, the Electric Chamber of Commerce to 1100 yuan to sell the price, its profit of 100 yuan. In addition, color TV manufacturers will also be in accordance with industry rules to return to the electricity dealers, the proportion is usually 5%-7% of the purchase price of goods. Therefore, even if the electric dealer to enter the price of 1000 yuan external sales of color TV, it can still earn 70 yuan of profit.

The electric business War is a double play

Every time after the electric business war, there will be a very interesting phenomenon: sales promotion, the price of goods sold on the platform is very cheap, almost "0 profit" sales, but after the end of the promotion, most of the electricity dealers said they are winners. Why is that?

Mr. Li, the head of an information technology company in Beijing, who knows the unspoken rules of the electric business industry, answered the question. He said: "In fact, the electrical appliances in the promotion, the surface of each other, the competition is very fierce, in private, their investors are probably together to celebrate it." Purely from the technical point of view, this "blood fight" type of marketing cost is very low; from the point of view of the incoming shipment, the price of the goods are mostly unsalable goods, its usual prices are not high, still not good to sell, if you can sell it through sales, but for the electricity dealers unloaded the burden, why not? ”

In the interview, some consumers to the reporter raised their own query: when the promotion, some of the commodity prices are indeed cheaper than usual, but the production cost of goods is fixed, manufacturers can not because of electricity sales promotion and reduce their supply prices. Therefore, there is a consumer suspicion, is not the electrical business and manufacturers to communicate well in advance, so that manufacturers reduce the cost of promotional goods, so that the quality of this part of the product is not as good as usual, and then let manufacturers from the after-sales service to earn back.

In response to this question of consumers, the reporter interviewed a Beijing marketing consulting company's professional marketing people. "There is no free lunch in the world," the person said. Whether manufacturers or electric dealers, have to make money, all have to ensure their own profits. Only before the promotion, they will accurately calculate the expected profit margin, and then negotiate a reasonable distribution, so in fact, consumers do not get much benefit. In addition, if only a power company claims to reduce sales, it is not in the market to create so much momentum, must have to sing and. The decorum between the electricity merchant and the manufacturer, the private but pulls tightly the hand, only then sings the double play, can achieve the win effect. ”

Promotion behavior needs to be regulated

In the 2012, the Electric business war became more frequent and more intense, which dazzled the consumers. However, through the phenomenon to see the essence, the electric business war behind the hidden is the greed of profits and the disregard of the relevant laws and regulations.

In fact, the relevant laws of our country have strict restrictions on the business promotion activities. For example, article 14th of the Price law stipulates that the operators shall not collude with each other, manipulate the market price, impair the lawful rights and interests of other operators or consumers, and not use false or misleading price means to lure consumers or other operators into trading with them. According to the reporter learned that last September, the National Development and Reform Commission price supervision and inspection and antitrust bureau after investigation that, Jingdong Mall, Suning easy to buy, Gome and its online shopping mall mainly in the following three suspected price fraud behavior: First, the promotion price is higher than the original price; Third, some electric dealers take their own unique goods to participate in the price comparison activities. "When the electric dealer buys the sale, it often finds it is not worth it." "Repeatedly by the electric business promotional advertising and online shopping consumer ginger," said ruefully, "but the electric dealer's promotional ads are too tempting, I will not always fall into the trap, the electric quotient of this behavior is too deceptive." ”

The National Development and Reform Commission's related Personage said, the electronic commerce in our country still is the emerging industry state, its price behavior is not very normative at present. Next, the NDRC will organize the strength of this special investigation, as soon as possible the "e-commerce price Behavior Guide" and a series of normative policies and measures to maintain the normal order of the electrical business industry.