Every guest's advertising mode gives the electric dealer a dose of poison

"Billion Power network" February 10 News, for the quality of the chain broken, yawning pay closure, Shang Network, the leading domestic Diamond business Web site, the vice president of the Diamond Wang Yong said that the electric dealers want to winter in 2012, must make adjustments in three aspects. Among them, it is particularly important to avoid falling into the "advertising trap", 2012, the electric business to reduce advertising investment, focus on the specific operational level of ascension.

Wang Yong, vice president of the Diamond

Every guest's advertising mode gives the electric dealer a dose of poison

Wang Yong said that the electrical business from where customers began to launch advertising war. "Every guest's joining has changed the tacit understanding and market rules reached by the electric dealer, let the electric business forget the advertisement is poison, Taobao, Jingdong and when the big electric Shangping also closely followed the advertising campaign, and small and medium-sized electric dealers were coerced into it, also had to start in the advertising field to increase investment. ”

Wang Yong believes that advertising has indeed accelerated the development of the electric business, but it also gave a dose of poison to the electric business. "From 2007 to 2011, a short span of 4 years, the electric business with the rapid development of thousands of miles forward." But soon the electric dealers found themselves in the "advertising trap" more and more deeper. The huge advertisement expense lets the electricity merchant's price superiority disappear gradually, the logistics and the service investment is diluted by the advertisement. What is more frightening is that the subsequent advertising investment gap is opening jaws, ready to swallow small and medium-sized electric dealers weak body. The traps that customers inadvertently dug up for the small and medium-sized electric Power company finally became the burial graves in 2011. ”

In Wang Yong's view, the electric business cold winter theory is essentially because many electric dealers fell into the "advertising trap", follow the trend of advertising bombing and speculation, and the loss of the electric power of good traditions, such as quality, service and price, ignoring the most important electrical infrastructure construction, thus shaking the capital of the development model of the electricity business confidence.

The power trader needs to return to the traditional retail nature

At the same time, Wang Yong judged that the electric dealers still in the traditional field will not be affected by the cold winter. "From this, the electrical business to Enron winter, the second thing to do is to return to the tradition, restore the good tradition of the electrical business." ”

Wang Yong that the development and prosperity of electric dealers depend on price advantage and service quality. "To the price advantage and increase the value added to attract consumers of the electricity dealers will not have a huge amount of advertising costs, this is the small and medium-sized electric operators in the beginning to work with the Big electric power to dance with Taiwan's reasons, everyone's bottom line are the same, see who can better control." Star effects and advertising bombing are not driving forces. ”

Electric Business marketing is innovation is not about spending money

In addition, Wang Yong that 2012 electric business marketing must take the road of innovation, and can not repeat last year, the bombing of the ads.

Wang Yong revealed that 2012 will be the flagship of the Diamond Festival marketing, for consumers at different festivals design different monopoly products. "This is not only a promotional advertisement for Valentine's Day, but also specially designed for Valentine's Day special sale products." ”

Valentine's Day gift keyword search has soared nearly 550% in the last seven days, the biggest hit in search terms, according to the diamond. And this is a diamond, Dangdang, New Egg Mall, elegant 100, the golden elephant nets and other 11 domestic first-line electric business enterprises jointly planned Valentine's Day promotion platform.

Wang Yong said that this is jewelry, home appliances, underwear, home, cosmetics and other areas of the merchants of many electric enterprises joint promotion, users can use ultra-low price platform for one-stop purchase. "Just doing big ads online is no longer working, and maybe the customer has forgotten." 2012 Electric Business Marketing not only to innovate, but also to the characteristics of consumers to formulate strategies. ”