Gome and Suning War on home appliances price war

August 15, by Jingdong Mall provoked, Gome and suning War home appliances price war. A lot of friends around said that the Gome and Suning's electric dealer earned hair. Jingdong as the domestic leader of the business, with Gome and suning, such as the Rookie of the war, that is to give the country su face. Yes, Gome's Gome and Bowser, Suning's easy to buy Suning is the electric business rookie. However, they are offline channels in the field of Beikewen, Jing Dong than the country Sue is a rookie.

In fact, for the three parties, this is not a fully profit. Gome and Suning are the traditional household appliances distribution of the big guy, and Jingdong Mall is 3C electric business leader. From the perspective of their own channels, are a dominant role. Jingdong Mall This challenge is gome and Suning line, and the United States and Suning War is on the line, three parties are actually very understand, to their own long attack that short. The price under the country Su Line, must be unable to compare with Jingdong Mall, otherwise their underwear may lose. Jingdong can not be compared with the country, because they line online is centralized procurement, manufacturers to them than to Beijing east more helpless. As for said, the Haier broken jingdong goods, I think is a smoke bomb, who knows true or false?

Looking back, according to the public opinion of the marketing planning organizations, the local media did not give the three good facial expression, the basic is mainly negative. Hunan by the "City for a Time" is the high ratings of Hunan province, on the three price war did a survey, found that three in fact, there is no substantive action. But three of them do earn enough eyeballs. Open any network media, it is not difficult to find a price war on the home page news. Almost all the local TV channels and city newspapers have been able to see the news of the three price wars. The smoke, the exposure of the family also unprecedented upsurge.

For the Beijing-east, Suning, Gome to stir up trouble, this is an event marketing, so that three of the electric traders know everything. This is a hype. However, the beneficiaries are not the three, there are xun nets, cats and other enterprises do not have direct combat, they can be occasion did a marketing. Visit the homepage of the Xun net, the gunpowder is thicker than three other home. Although, a lot of products only Xun network, in other sites may not find parity. But, Xun net participates in this war, that is as the first Echelon's identity participates, many formerly did not know Xun Net's user, now also knew Xun net.

Recently, the marketing planning agencies have done a survey, found that many users in the Midwest do not know Xun net. Of course, many users are now actively mentioning the Xun network. The students of the Marketing Planning Institute found that the home appliance price war, the Xun network is concerned about the frequency is very high, many netizens mentioned. Although, they are not the main area of Xun network users, but they began to know that there is a website called Xun Network, participated in Jingdong, Suning, Gome price war. And, without the Xun net, the price war seems to have no way to play.

Since Tencent took over the Xun network, the gall of the Xun net is indeed much fatter. Heard, before Bu Guangzi more conservative, unwilling to participate in price war, also do not want to fall into the vortex of public opinion. However, from the Jing Dong Shop began, Xun net began to become provocative, it is said to be Tencent's thinking guide. In addition, Tencent insiders learned that Tencent for the Xun network requirements is that all goods are cheaper than jingdong, at least a cheap dollar. Of course, now, Xun network although many goods than jingdong cheap, but still have a lot of things to a little more expensive than jingdong. From this can also be seen, Xun network still unwilling to stand at the cusp, just want to pick up a little cheap.

But anyway, I think the Xun net occasion marketing is doing well. Although no Jingdong, Gome, suning as large exposure, but in this war did not affect the reputation of the brand, which is also a good thing. While Jing Dong, Gome, Suning, although the popularity of a higher level, but the reputation is more or less affected. The so-called, everything can not be both, they gained reputation, but also let their brand hurt. Back to event marketing, sometimes the initiative will affect the brand, and occasion is relatively safer. Of course, the ultimate is to look at the characteristics of enterprises and brands to determine event marketing, rather than arbitrary, a pat on the head to do event marketing. (Author Wang Penghui is a senior brand marketing consultant, public relations consultant, working in a deep and pondered brand marketing planning organization)