The frequent promotion of domestic electric Dealer website

(Speed network Column author: Dingdao division) since Taobao Double 11, the electric business promotion has become the norm. "Three days a small promotion, five days a big promotion" can not describe the domestic electric business website promotion frequently.

This June, the electric business site like the continuous rise of the temperature, in the hot environment and staged an unprecedented scale of the promotional war, almost all of the first-line of the electric business site are involved in the "campaign", spread to the vast majority of the network to buy users. Major electric power companies have claimed to be ultra-low discount promotions, easily hit a few billion to repay consumers. But the price war is the loss of suppliers, discounts are provided by suppliers, the electric business as a platform instead of using promotional festival to make money.

In fact, the "fake price war" has always been a tacit unspoken rules between the major electric dealers ' websites, we all carry out promotional efforts to stimulate the market, but also because the market is huge enough, eventually large electric dealers will not die from each other, but will achieve more win. That return to nature, we think of the "false price war" why the endless? I think there are three main reasons:

No profit, no early promotion war

As the saying goes, "The World Hee-hee all for the benefit, the world shoving all for the benefit of", the electric dealer all promotions and activities in the final analysis of the reasons can be summed up to two words---interests! Public statistics show that the first-line of the Electronic business site in the promotional day site traffic and sales can achieve more than one times the growth. And through the war can quickly accumulate popularity, enhance brand influence. So in addition to the inherent festival and shop celebration Day, the electric business site will rack their brains to create some festivals for promotion, such as 520, double 11, such as network digital festivals.

The helplessness of dumping stock

Inventory pressure can kill an enterprise, especially clothing enterprises. Nike used to have the dilemma of closing up too much inventory, not to mention domestic companies. Since last year, the domestic first-line clothing companies have encountered the problem of sales resistance, Li Ning, the United States, Anta and so on, and individual leading enterprises even have the financial data regression. Electric business Promotion Let the sluggish sales of domestic enterprises saw a glimmer of light, and then have to cooperate with the Electric business website, launched all kinds of beauty its name Yue "let consumers" actually dump inventory activities. This is why the above mentioned why the promotion of the electric business site will not lose money, the first-line electric business site to assume the role of the platform, discounts and losses are such as Li Ning to bear, which also reflects from a side of the channel for the King's cruelty.

Seize the market and lay the industry position

Often after a price war, the major sites will be declared record. The number of mobile phones sold, the number of TV sold, there is a very beautiful data released. Chinese people have herd mentality, the number of data can affect the choice of the platform of consumers. And the sales promotion is a good time for investors to show their strength, performance or not can affect the next round of financing volume. Electric Dealer price war will also squeeze out or eliminate a number of small and medium-sized websites, but also will raise the entry threshold of E-commerce industry, resulting in strong stronger weak weaker situation.