The electric dealer also set off the year medium big promotion

June, the electric business also set off a year in the big promotion, not only Jingdong mall, Suning easy to buy, cat and other price war veteran to participate in, before the price war is not enthusiastic Amazon and Dangdang also joined the War regiment. Jingdong Mall stood up to blame Day cat forced merchant "Two choose one", the cat side to deny, while announced from the 400 million yuan cash to start "June years of big promotion." Last year's "price war" was criticized for its false price and was dealt with by the authorities, but this year's price war has not abated. From Jingdong Mall launched "Don't Make" start, other electric companies have used the word "don't" words to make sentences, such as Su Ning's "Don't Panic", Gome's "Do not Pretend", the cat "do not Pull", Xun "don't blow", when the "do not quarrel."

In fact, "price war" is not a good way to promote the "price war", easy to let consumers "aesthetic fatigue", but also make suppliers miserable.

In the "price war" before, consumers have begun to resist the temptation of low-cost, some consumers also send questions, really like a store propaganda, "Ten years wait once, slow regret it?" since the "price war" often has, consumers have also felt that shopping is not urgent in the moment. Moreover, the price difference between the electrical appliances business is not big, unless it is in this stage of the need for goods, or quickly to sell consumers will be less. NetEase's Hui-hui Network released a third party comparison data, statistics show, as of June 18 3 o'clock in the afternoon, Jing-dong, Suning, Xun, Amazon, when all the war on the traffic changes (relative to the June 17 3 o'clock in the afternoon traffic changes) were 36%, 49%, 61%, 20%, 12%. These data are relatively flat and do not occur in the same blowout phenomenon as in previous years.

The so-called "low price promotion" lures consumers and also tests suppliers. In this promotion, because the price is too low, notebook brand manufacturers Asus suspended to Jingdong Mall supply. Because for suppliers, if the price of the electricity dealer is too low, offline entity shop unprofitable, this will lead to supply channel price confusion. The cessation of supply could, to some extent, prevent confusion, which may have been the reason for ASUS to stop supplying. Who should decide the price of the goods? Of course, it is the market and the supplier decided that if the electricity dealer forcibly pricing, in the short term is the consumer benefits, in the long run may cause the supplier to lose money, thus causing the market to become confused.

For the electric business, "price war" is a double-edged sword, so bad will hurt their own, but not to make it. For market share, Dangdang and Amazon are also involved.

Previously has been clear stance against price war Dangdang CEO Guoqing, this time also take the initiative to swing the price war stick. Since 2010 on the U.S. New York Stock Exchange listing, Dangdang in the scale and profitability of the balance between the supremacy of profit, most of the time to maintain profitability, but its market share has gradually been eroded. Price war is not good, but do not fight, Guoqing is also the last resort. Dangdang even formulated the initiative to provoke a price war competition strategy, so as not to allow opponents to recuperate, while taking the opportunity to expand the strategic category.

Amazon China has always been unique, in the 2012 electric dealer price war, Amazon has never been active, but in the face of the electric business war, Amazon uncharacteristically, began a high-profile challenge. Understandably, if you do not fight, you will not be able to show the "people-friendly" attitude, even if the Amazon adhering to the "daily low price" strategy, but if consumers do not understand, this strategy is tantamount to entertaining themselves.

Since the birth of the electricity merchant's centralized price war, there has been an analysis from the industry that the development model of the centralized burning of money is not sustainable, but the price war still has an ongoing trend. Since the power business has the energy to continue, consumers are happy to enjoy it, but their consumption concept will become more and more rational. After competition, the fittest is inevitable, only after the fittest, the market can develop orderly.