Electricity Shangping dozen price war, Netizen already esthetic fatigue

The domestic electric business industry has again staged a new price war: The old home appliance retail enterprise Gome claims to "line under the price of the overall lower than the east," and said that "if the internal system of which the price of a continuous three times higher than the east, the person in charge of direct packing away", a time

However, in the face of a wave of electricity prices war, in particular, some of the electricity sales promotion of Low-cost "fishy", so many netizens have been "aesthetic fatigue." Experts stressed that the electricity business is looking to get rid of the price war mire, effectively improve service quality, from price competition to value competition.

Gome put ruthless words: price overall lower than jingdong

Recently, the United States to send a series of two internal mail, pointing out that in the second half of the year to maintain the line under the premise of an opponent, Gome online also to step accelerator acceleration, and the BoE as the main competitor.

Gome President Wang Junzhou in the internal mail clearly said that the United States in the price, "to be comprehensive on the Internet, the demand is lower than the price of East Beijing, to establish the United States low price benchmarking image." This was seen as an all-out attack on Jingdong.

Gome Online Chairman Shangui later also sent an internal email stating that Gome online all the business system, it is necessary to implement the "net lowest price" principle, first of all, according to the product mix, the price adjustment to the lowest price; Resolutely put the price down, three consecutive times prices higher than jingdong, their own pack up and leave.

To duel Jingdong, Gome launched a price than the service "smart buy", the range of prices including large appliances, 3C and other products. "Smart buy" through technical means, the timing of the acquisition of the East Jingdong commodity data, commodity prices lower than the same goods, the page will automatically show Gome online goods and the results of the parity.

In addition to the price challenge to the east, the August 18 this year, Suning easy to buy 5 anniversary anniversary, and launched the "Suning 8 18 the strongest color TV month" promotional activities, Gome Online also announced August 15 to 20th to launch the "818 Peak war." For a time, the domestic electricity market also appears more smoke.

Netizens have "aesthetic fatigue" to price war

In recent years the domestic electricity market price war is successive, each big electric business enterprise has around the price to make a fuss, the numerous electric quotient "makes the festival" the activity is lets the person be overwhelmed. such as Taobao Department of "Double 11" activities, Jingdong "618 shop Celebration Day", Su Ning's "818" ... According to industry statistics, recently launched the "Suning 8 18 the strongest color TV month", has been the domestic electricity market this year, the 17th time the so-called "electric Business festival."

It is worth noting that, although the price war on electricity dealers eye-catching, but some of the hidden "fishy", but also to promote low prices discount. For example, netizens complained, sometimes gome to sell goods, but not on the east of Beijing, the goods sold to the east, Gome did not.

Every time the electric business war, although the appliance business enterprises to earn enough sales and "eyeball", but the extensive type of the price of running, false publicity and other online shopping chaos also caused consumer dissatisfaction. According to industry insiders, the current online shopping generally exist before the rise, low prices, no goods, limited price, price fraud and other irregular behavior.

There are consumers recently sigh, in the face of low price sales promotion activities, generated the idea of impulse consumption, "but in the visit to Gome, Big Bell, Suning appliances, found the story behind the price war." Online shopping and physical store there is a big difference, to recognize their own needs can not spend money! ”

Electric dealers need value war more

In the light of successive electric dealer price wars, electric business observer Ruzenwang that the price war is a public relations war, "price war" as a gimmick to promote consumer concern, to stimulate consumer desire and consumption power, has become the standard play of the electric business, but from price competition to return to value competition is the way to win.

Allwin, the Research Institute, published a report that said that from November 11, 2009, the cat (then Taobao Mall) using the "Singles Day" gimmick to organize promotional activities, so that the electric business promotion simply stop. Consumers after years of sales promotion baptism, anti-flicker has become the Internet users of the necessary skills to survive, more and more began to "price than three", consumer behavior more rational, facing the electric business promotion more and more calm.

In this situation, the importance of the electric business value war is becoming more and more prominent. Gome President Wang Junzhou in its internal mail also made clear that both online and offline are just channel ecological model of the problem, and the purpose of the retail enterprises to the former single price concept into values, enterprises should be around consumers to provide more value, add more experience.

Electronic Commerce third party service Provider Software Co., Ltd. C E o Li Jongwei pointed out that with the end of the domestic electricity dealer flow dividend period, the electric business enterprise needs to transform into the fine operation direction, need to use the information technology to intensive business. From past traffic competition into service competition, from past price competition into value competition, from past product competition into brand competition, from supply chain construction competition to customer experience competition.