What is the result of the price war of electricity dealers

mixed with true and false promotional price war, played the August ushered in November "Singles Day", although many users believe that the price war is more of a gimmick, but it is undeniable that high-profile promotion of the electric business enterprises have achieved the flow advantage. In addition to the Beijing-East, the cat these big comprehensive platform, home appliance class website also through the price war to make full flow, but very few to participate in the price war clothing type electric business flow is showing the downward trend.

Vertical apparel Type Electric dealer flow is swallowed up

NetEase's Shopping guide integrated Platform benefits Network released data show that since June, the release of the market traffic accounted for the ranking, October compared to June to see a lot of change, Xun, gome, excellent purchase flow from June began to rise more obvious; this has to do with the price wars that have been non-stop since June.

One of the first echelon, the two household appliances business cat and the total volume of the Beijing-East flow rate has been higher than the 50% per cent of the traffic, and on the other hand, where the customer sincerity goods, good music buy, the MAI test forest October flow compared to June accounted for a significant decline. Where the goods accounted for less than 0.4%, good music to buy accounted for a reduction of 0.3%, the wheat forest accounted for a reduction of 0.2%, and these vertical electric dealers rarely participate in price war.

Huihui Network provides another data show that from May onwards, where the customer prudential goods flow accounted for a downward trend, in October for every customer prudential products anniversary, the flow accounted for a rise, but still fall 34% compared to May. Also for the apparel category of vertical electric dealers good buy, Macaulay, Vjia, Dream Bazaar also starting from May, the flow accounted for continued decline, respectively, down 40.7%, 35.4%, 33.7%, 18.1%.

Compared to the downturn of apparel category, 3C category because of the encirclement and suppression of all kinds of promotions, also brought a significant increase in traffic, which represents suning easy to buy, Bowser, easy to hear and so on. To Suning easy purchase for example, in the encirclement and suppression of the June 18 day of the Beijing-east, its flow rose 175%, August 15, Beijing-East Suning Big home appliances price war, suning traffic rose 706%.

Analysts believe that the vertical electric dealer in this half-year flow is declining, the brand's own brand investment also due to the adverse economic environment is gradually reduced, resulting in a decline in traffic. So more of its own brand of vertical electric dealers in order to obtain more traffic and users, may be more settled into the days of the cat, Suning and other platform electric business.

The traditional brand joins the electric dealer promotion war

And in the early days of the network brand is different, this year, including Yintai department stores, Metro, Grand three cell, state paint, Cofco, hundred Li, and other traditional retailers shop also to double a network to promote strong interest. The traditional retailer to join in the electric business promotion, indicated its to the online sale attitude change, to "double 11" may bring the flow and the order recognition.

Wang Zhouping, an assistant analyst at the network retailing Department of China's E-commerce Research center, said whether it was a wise choice for traditional brand makers to win sales surges by discounting "sale" brands. The increase in order volume easily caused by slow delivery, customer service, such as full discount services, such as the loss of customers, brand depreciation, upset channel price system or outweigh the gains.

The "Double 11" This year looks unprecedented, but in essence it is still a promotion, despite the hype from major electric dealers.

Prior to this, Jingdong Mall and Su Ning easy to buy and other involved in the price war, the NDRC was characterized as "suspected fictitious price, fraudulent consumers" or the promotion of the significance of a certain precedent.

Last year, the singles festival during the sale of "first bidding after the price", "Be refunded", "slow delivery" and other sequelae let many consumers feel disappointed, and the usual promotional means of the electric business-issued coupons, red envelopes, points, also because of the use of limited to some consumers lost attraction. Consumers who have been "fooled" by electricity dealers will be less likely to buy this promotion, and will buy into it.