Why this year the electricity dealer does not fight the price war

Do you still remember last summer, a lot of electrical appliances business giants scrambling to promote, all kinds of low price scare the rhythm of the dead? Today, this madness is obviously not sustained, in addition to the recent suning easy to buy 818 electric merchants, and the other several electric platform have no big movement. We can't help but wonder what's going on with the Giants. In the past to see the low price of two words like a blood spell, and now than the rational and deep, why everyone in PK choose JAP?

As a matter of fact, we all know what the intention is behind the low price, and the purpose can be divided into 5 points.

First, after the market price, through Low-cost gathered consumers, establish visibility, when the turnover reached a certain degree, the user viscosity gradually stable, with consumers to give the right to negotiate with the factory to negotiate cooperation, reduce costs and thus achieve profitability.

Second, through the low price of this internet to win the secret, and gradually improve their network sales platform, enhance popular, make brand.

The above two points are the main reason for the price war of the electric business giants. However, the electrical business development to the present, the industry pattern has basically formed, Taobao, Beijing-east, Suning and other first-line electric trader sitting on the top of the top, when, easy to gather beauty and so on in the refinement of the field is also independently, now the electric business giant if still rely on the price strategy is obviously not to please, not only difficult to change the trend of market patterns More importantly, the allocation of their own resources is also a significant consumption.

The reason why the price war before the choice is because at that time the consumer for the choice of online shopping platform is not a very stable understanding, in addition to the competition between each other and some of their own reasons (Jingdong needs to be listed to make achievements, etc.) to achieve, and now everyone basically achieved their original purpose, now a price war, In addition to giving back to consumers to improve their viscosity, the marketing trend that it causes is not going to change the industry as a whole. And on the author itself, the price war is a little less on the marketing activities, although low-cost is a gold-plated, but there are a lot of people playing, especially the consumer concept of rising today, low price for the damage to the enterprise really is very big.

First of all, daily marketing costs increased, the profitability of the Electronic business platform has been declining. Although we rely on low prices can seize the market, improve the number of registered users, through the increase in sales to pull performance growth. But now the electric business industry competition is increasingly fierce, each other to obtain users of the cost is very large, this is not only endorsement costs, promotional costs, as well as the cost of retaining users, all kinds of costs, will make the business of low prices to discourage.

Second, now the price trend of commodities has been very transparent, with the development of China's Internet power decade years, many sales channels have been made public, we will be more rational positioning of product prices. What kind of product should sell what price, everybody has a steelyard in the heart. At this time you go to do low prices, if the extent of the reduction in the consumer's expectations, then often end up with a flashy, bluff reputation, such a low price marketing still have meaning to do?

In addition, as a few years ago, the power of the big manufacturers to make a low price promotion is too much, consumer fatigue does not say, also deeply "harm." At first, the price promotion in the electric business industry is still a brand, but accompanied by the product defects as well as out of stock, the first price reduction of the marketing of small tricks, so that consumers for the future of low price promotion is increasingly not hope. So the electrical business industry and the low price of the complaints increase all the people in this market more and more believe that the low price is a synonym for trouble, rather than buy low-cost things, it is better to spend some money to buy a comfortable, price war appeal obviously reduced a lot.

In fact, there is a point is not often mentioned, because there is an old saying in China, called good goods are not cheap, cheap goods. When everyone is doing brand building, too much to do some low-cost promotions, is undoubtedly a weakening of brand value behavior, to know that the low price behavior itself is a challenge, if at low prices to ensure quality, then it is easy to leave a bad quality to consumers, will let others think your product although cheap, But the quality is not good, not worth buying, let itself sensitive low-cost consumer groups directly spit you. Therefore, the low price for the electric business enterprise, not the more attention, there is positive energy.

Finally want to say, with the development of the times, everyone's consumption concept has gradually been promoted. Now the consumer compared to the use value of products, more value the concept of products, as well as the kind of experience created by the culture, why Apple so expensive can sell so good, in addition to the product itself really easy to use, but more important is that the high-end corporate culture is not comparable to some domestic brands. Therefore, the implementation of Low-cost strategy is the biggest beneficiaries of the middle and low consumption class, and their high-end brand to help obviously will not be very big, so the low-cost strategy is to arouse the attention of the means, want to do brand really can't take this as a sharp weapon.

Low-price promotion to the present, there is no initial heat, this is not only the industry situation, but also the rational consumption concept, I believe that the future of the electric business development will be more reasonable. Article Link: Food advertising words http://www.guanggaoci.cn/reproduced Please indicate the link, thank you.