10 things that big electric dealers don't tell you

"Jing Dong vs suning Gome" is a marketing war, if it is "Su Ning vs Gome", that is the real price war.

Money+ journalist: Wang Jufang Tang Janxia

Jing Dong and Su Ning's a fierce battle, big electric business fans more, then, better service, cheaper prices of the good times really come?

01 They want small orders as little as possible.

The last thing they want to see is a small amount of order. From the past, as long as the next single package mail, to order the amount of 29 yuan or 39 yuan to free shipping, this is not only the electrical business in order to balance the cost of logistics, the core purpose is to avoid small amount of orders appear. "If a commodity earns less than 15 yuan, is to lose money," said a large electrical dealer's staff, "we pay for each item of the cost, that is, each item from the warehouse to the final delivery to the user costs, the average down at 15 yuan to 16 yuan. This is the level of the big electric dealers, the number of small electric operators will be higher. ”

If the amount of the order is too low, it is obvious that even this cost is not covered, and talk about how to make money, so the electrical business to achieve a certain amount of mail to the marketing strategy to increase the amount of a single order. As to where this figure comes from, the staff member said, more reference to the same type of competitor's setting. Do not lower than each other, the formation of "market unity" on the OK.

02 They don't know the price of their opponents.

How to do your own price of the whole net lowest? Each home appliance manufacturers have their own research and development of the parity system, real-time stare at the price of the competitor's goods. For an electric dealer to develop the public parity website, other electric operators think less credible. A former electricity trader data analyst said, they will divide the product channel to carry on the price to compare, see each other's price is lower than oneself, the purchase team can calculate oneself can sell how much money. The same item their price strategy is usually the other side selling price times 99.5%.

Of course, the parity system will also have a failure, such as in commodity prices if labeled "Three days under the single stand minus 100", the parity system is difficult to calculate real real price, can only rely on manpower to compare. And to increase the way of labeling the electrical business, the purpose is to hinder the other's parity system to obtain their own real price information.

03 Some goods will never be cheap

There is a fierce price war between the electric dealers, but no one is stupid enough to set the price of each item lower than the opponent. Three factors determine the pricing strategy, the first is the cost of goods, the second is the supply and demand relationship, if it is the exclusive sale of goods, consumers do not compare, then the electricity business will have more independent pricing rights. In addition, the user's price sensitivity determines which products need to adopt a low-cost strategy. "Kitchenware, home, automotive supplies and other commodities, standardization is not high, the price of a high point does not matter." "A worker at a business Operation Center said. And those goods that are more transparent and easy to compare, such as electronic products or books that are subject to compulsory product certification, will be highly sensitive to their price movements, and the majority of those who use them to fight price wars are such goods. "There is no uniform profit margin for commodities. ”

"You need to know what your price should be the lowest in the net, what you can ignore the price of your opponents, or even adopt a high-priced strategy," said the CTO. ”

04 They're rich, but not very profitable.

The recent electric business war has left people with the impression of "not bad money", but in fact, despite the traditional retailer's links and a lot of costs, the business of the electric business is not as good as we think. "The average gross profit margin in the industry is below 8%", said a business Operation center operator, which is close to the average retailer's gross profit margin. The big pure electricity trader basically does not make money is the industry consensus, the difference is only to compensate for less. A navigation website Business manager thinks this is because the electricity merchant invests a lot of advertisement, in order to obtain more user flow, "If does not advertise the advertisement expense, or the advertisement expense chop some, each item it can also make some money." "While the operator of a certain electric business center believes that the continuous investment in warehousing and distribution makes the cost of warehousing and distribution of each item still high and difficult to come down."

05 They don't guarantee that the store is selling real goods.

About the authenticity of the brands sold by the electric dealer, the customer obeys to all say: we have carried on the strict examination to these shops, you can be assured to buy. In fact, the electrical business audit is only settled whether the store has a legitimate business qualification, in accordance with the warehousing process, shops need to provide business licenses, inspection reports of goods, such as a series of qualification documents, the real sale of goods to meet the test reports and whether the brand licensing, they will not be validated. For example, Lauder did not authorize the online channel other than the official website and the Silk Orchid, but a dealer's staff said, "We do not care what the decision is made by Lauder, we only deal with complaints." ”

However, the Chamber of Commerce has adopted an ex-post censorship system, for example, in the ordinance of a certain electricity trader, as long as two consumers have made the same complaint that they have bought the fake goods, and have confirmed that the complaint came from different people, they have put all the products in the shelves.

06 Coupons may not be as good as you think.

Encounter a year to come out several times the shop celebrates, the holiday, the coupon promotion is the commonly used method. Some of the intensity is also particularly large, more than 200 to send 200, but you have to remember the wool out of the sheep. The greater the coupon gift, the greater the chance of a false high in commodity prices. It is common practice to raise prices and discounts first. For example, each electric dealer's book Channel One on-line, immediately will have the price war to be staged, some large proportion buys returns the activity Eve, the electric Chamber of Commerce secretly puts the book price first to 75 percent or higher, calculates down and the original 65 percent ratio also does not calculate how big cheap. And you may have bought an unnecessary book to make a full return.

Orders canceled because of "out of stock" are not uncommon, "because the sales went too fast, our inventory warning did not follow." "In this case, the electric dealer's justification is almost unanimous, they will not be easy to replenish the goods, otherwise it will be too bad."

07 They sell books, they have pricing power.

Large electric business in the category of the total business of books and audio-visual this item, "in all categories of e-commerce, books are more convenient to operate one of the categories," a power business book and audio-visual department of the former chief editor said, "books account for a long time, the turnover rate is not so fast." ”

In the case of the general loss of electricity quotient, the book may be the most promising profit first. The sales director of a publishing house said: "Due to the large number of electric dealers, some also take the traditional bookstore and the sale of different underwriting does not return the way, publishers generally will give the electricity dealer lower purchase discount." "This discount is now often the power of the electricity business, they mastered the price of selling books, also mastered the profit margin."

General publishing house to the electric dealer discount is 50 percent-55 percent, to the entity store discount is often 70 percent, the cost is nearly 20%, so there will be real shop online to buy Low-cost books back to publishers to earn the difference.

08 You may encounter the "Navy" brush list

The best-selling list on the site may be the result of a publisher's "Buy it". A former chief editor of an electric business book said that buying a table is the unspoken rule of publishing, even the usual marketing means. Most publishers, in order to pull sales, will use the internal employee registration account to buy back the book to increase sales, resulting in a book best-selling illusion. A publisher employee said, "To be an example, if you want to rush into the top 10 of the total list, the number of buyers needs to reach more than 10,000, buy hundreds of copies a day, if it is the category list, a day to buy two hundred or three hundred." "After the order has been submitted successfully, you will also have to comment on the five-star." The operation of the commentary is generally 1 to 2 pages long, and then sucks. "All sorts of words, the subject is to say how the book is good, and encounter a bad comment, still have to use 10 gentle bad comment to sink it down." ”

In the area of small household electrical appliances, the situation of shop repurchase is not likely to happen, but those enthusiastic and serious comments are also worth beware.

09 Special "Online" version of home appliances to make you no comparison

"' Jing Dong vs suning Gome ' is a marketing war, if it is ' su ning vs Gome ', it is a real price war." A supplier said. Home Appliance brand manufacturers pay great attention to the right to pricing, in order to prevent vicious competition, home appliances brands in a few years ago for the line under the launch of a different product. The difference is mostly just the model changes, the same configuration, but the price is different. Consumers are mainly through the product model to parity, change the model makes it difficult to compare between the different electric and online line between the price.

A household electrical appliances business owner said: "To provide the electrical products, general cost-effective relatively high, not only to meet the electricity business enterprises to do low-cost demand, and a certain amount of sales." "and a color TV business manager said," because 90% of the major household appliances brand products are not in the east of the sales, jingdong prices of products and gome, suning in the price there is no comparable, is nothing more than the mainstream model and tail goods to do marketing just. ”

10 bigger power dealers must be stronger

A source of electricity business practitioners said, the electronic business is essentially retail, then procurement, logistics and scale is the most important link to ensure low prices, speed and profitability. The core of retail is nothing more than two: supply chain efficiency and cost decline, want to master these two, need scale to support. As Jingdong Liu, the high margin does not matter, "the pursuit of higher margin, can only represent high costs, which in the retail chain is not tenable." "If a department store has a gross margin of up to 50% to make money, Wal-Mart is only 15%-high efficiency and low cost, so it's worth more."

Electrical business Logistics generally divided into Third-party and self-built logistics two categories, such as the Beijing-East investment layout, mainly to protect the quality of services and further reduce costs. According to Liu is "speed equals 70% customer". According to the above electric business analyst, the size of the larger can be from the supplier to get more return points, improve gross margin.

Source: Good Luck money+