The development of electric business calls for low price normalization and general benefit

For many online shoppers, online shopping habits have become a normal lifestyle from the beginning. The report shows that in the third quarter of only 2012 years, China's e-commerce market turnover amounted to 2.05 trillion yuan, an increase of 38%. Among them, business-to-business E-commerce market transactions reached 1.7 trillion, an increase of 30%. The huge electricity consumer market attracts many brands and businesses, but behind this complex appearance, it is worth our deep thinking that China's electric industry is still in the initial stage of development, whether it is business philosophy, marketing model, management methods and so on need more exploration and practice.

Normalization of promotion from electric dealers

How to see the development of electricity dealers

Looking back at this year's E-commerce market, from the first half of this year's "51" big promotions, 6 18 price war, 8 15 price war, to just the end of the "Double 11", and then to yesterday's "double 12", this year's electric business market is lively and extraordinary.

After years of fighting, especially this year "8 15", "11 Golden Week" two times of life and death fight, China's e-commerce field pattern, the survival of the electric dealers are trying to seize this last chance, to the 2012 painting a perfect period, yesterday just ended the "double 12", and the next Christmas, New Year's Day has become the main focus of the electronic business object.

When many electric dealers become the norm, gorgeous figures behind the hidden problem is gradually appearing, calm down, we found that the huge sales halo can not cover up the problems of the electrical industry in order to achieve the burning money listed or circle money profit, frequently take "limited sales" means to beat out a bit, to earn eyeballs, Without regard to the healthy development of enterprises and the interests of consumers. How does the electric business industry get rid of the "timed promotions" curse, rush out of "burning money" and "ring money" this thirst, to provide consumers with quality goods and real benefits, to promote the electrical industry into a benign development, this is the entire electrical industry this year should reflect on the issue. To this year, "Double 11" as an example, an instant explosion of the huge amount of traffic, so that the network platform of the electric dealer overwhelmed, many home Appliances business Site page open slow, and even difficult to login. A number of banks of the network banking system can not withstand the rush into the order and into paralysis, consumers grabbed the goods but can not successfully pay the order.

In fact, these phenomena are only superficial, the root cause, and the current electric business survival model and development concept has a direct relationship. Earn eyeballs, contend for flow, expand Scale, and then seek financing by scale, after raising money to expand the scale, to seek more financing ... In this way, playing gimmick, play "trick", engage in false marketing has become a part of the electrical business "survival" of the road, in the end, it can only be "a loss to make a yell", "Tears Sale", not only their own not enough profits to develop, not to take into account the interests of consumers, and even affect the entire electrical business industry's healthy development.

Electrical quotient Benign State

should be low price normalization, general benefit

Electricity dealers are not "turned out" of the new industry, but the traditional retail business in the form of marketing and process of electronic, so in essence, the electricity business is still in the retail industry. The provision of Low-cost high-quality goods and high-quality services, is not the electricity dealers to consumers "grace" and "reward", but should be the basic attitude and behavior of the electrical business.

"The benign state of the electric quotient should be the normalization and general benefit of the low price." "The expert analysis indicated that," the limited sale "is the electrical quotient deformity development the stubborn disease, the sharp fluctuation of the supply chain will cause the operation cost to increase sharply, resulting in the low price instantaneous, has the price to have no goods, has the goods to buy, buys cannot arrive and so on a series of problems, but also causes the consumer's purchase experience to drop greatly. And the normal of low price can let electric business enterprise maintain reasonable operation rhythm, effective control cost, so that consumers can buy inexpensive goods at any time. Gome has been described: there are always low prices, there are prices must be goods, concessions are limited to the limit category; In this way, the electricity quotient and the consumer can realize the double win, the electric business enterprise can enter virtuous circle.

A person from Nanjing, who has been in the industry for many years, said the realization of low price normalization is not easy, it needs the electric business enterprise has the abundant capital strength, the consummation nimble supply chain, the formidable operation ability and the quick strain ability as well as the solid Resource Foundation, relies on the fund "The blood transfusion" can only solve the urgent matter, Cannot fundamentally solve the electrical business stubborn disease, but has the powerful "hematopoiesis" the function electric quotient, can carry on the low price to the end.

Retail giants want to "Phoenix Nirvana"?

The legend of e-commerce has been and deeply affected the Chinese lifestyle, consumption patterns, social division and interpersonal relationships. In recent years, the surging E-commerce market, so that everyone has to focus on and transform this huge potential consumer market. There are constantly pouring effort, there are transformation and upgrading, but also difficult to support. This is not the former retail giant Gome has officially launched a new electric business strategy to deal with this ever-breaking market, Gome online mall earlier has become the field of electrical business only five "double hundred electric Business Platform" (annual turnover of tens of billions of millions of UV million), after the integration of the United States online officially set sail. According to the introduction, Gome Online is gome group integration of Gome's online mall and Bowser network of two major electric business platform, to achieve a new platform of unified management and resource sharing in the background, it will take advantage of the following years of the line of the brand, full integration line under the advantages of resources, expand online brand influence, to meet customer demand. Related personage says, Gome builds a big platform on line, it, logistics, member can realize share. The use of this high efficiency, low cost, back-end unified sharing, the front-end to achieve differentiated operations, the respective breakthrough model, is to the United States online to create the industry leading quality of the electrical business.

"As a dealer in retailing, the ultimate consideration is not who burns money, who is more flashy, but who has a more powerful background, more stable, who has more effective cost control, higher credibility and better service." Industry analysts said whether it is the transformation of the retail industry to do electricity, or directly involved in the electric business, China's E-commerce road will be very long, but in any case, good quality, reasonable prices of goods, honest business attitude, good shopping experience, will be the survival and development of electricity business is the fundamental.

Modern Express journalist Xu