618 price Melee "user experience" as a power trader

In Silicon Valley, the annual flower is similar, the year old person is different. 618 The electric business War as scheduled, Beijing-east, Xun, cat, suning, such as easy to buy electric business giants have to fight, Rob online market share, Jing Dong-hing gradually deduced into the electric business.

Discount is the smoke and mirrors, price war into wishful thinking

Reporters in the fierce battle of the major electric dealers on the Web site, the various products on the Web page, "straight", "Li-minus", "coupons", such as marked by a large advertising eye-catching, still continue the style of previous years. However, a discerning eye will know, by last year, the electric business war suspected "price fraud" led to lower credibility of the cause. Despite this year's high-profile promotion of the year, but the intensity and level of attention are falling. This year's price war is more sensible than last year, but also more cunning, the price difference between the electrical appliances business is not big. Everyone no longer for price war and price war, more is propaganda station, public relations war. At the same time, the frequent price wars of electric dealers has let consumers have a serious ' aesthetic fatigue ', coupled with many netizens in the past, "folklore", has lost confidence in the online purchase price war, no matter how strong the electricity dealers boast their price, many netizens have left a message, "no longer believe that the online promotion." The electricity merchant price war gradually becomes the electricity merchant's wishful thinking.

Chasing the immediate benefits "user experience" has long been overlooked

The rocket-type development of the electric business in recent years, attracted too many people's attention, from the line down to the line, whether the industry bosses or emerging small and medium-sized enterprises, are invariably playing the "E-commerce", the number of online shopping groups are increasing year in, from the initial less than 30 million, grew to now nearly 300 million. However, behind the smoke, there is a common problem of blind expansion of the industry, long time entangled in the "price melee", focusing on the immediate interests, and the lack of focus on the core competitiveness of the electric business. In the face of logistics distribution, service promotion and other related user experience content, often overlooked. So netizens complained. "The Order of May 31 is not received until June 16." No one has been installed yet. The service sucks! At home for a few days, the consumer time is not time! "Complaints like this are by no means an exception. According to the China Electronic Commerce Research Center published data, users of online shopping distribution services overall satisfaction is only 21.3%.

"User experience" as a lifeline for electric dealers

A senior industry personage pointed out that the electric dealer price melee background, the real vision long-term business should focus on cultivating differentiated competitive advantage. "Price war" can not support the sustainable development of enterprises, it is not possible for enterprises and consumers to create more value. Those who do enhance the user experience of the electric business platform will increasingly highlight the advantages. In fact, in the field of power grid shopping, brand electric business Haier Mall, has become a number of users of the network to buy the preferred platform. Haier in the online purchase of the wall-hung air-conditioning network of netizens "drunken lying Qinhuai" evaluation to: "The service is very good, 3 hours to send, but also responsible for installation, debugging well before leaving, and then received the Haier asked the service is satisfied with the phone, really satisfied." Such evaluations abound in the Haier Mall.

In fact, different from other electric dealers, Haier Mall believes that the ultimate damage to the price war is often the user itself. Starting from the user needs, playing value war is not a price war is the path. Haier Mall for the network to buy large household electrical appliances "delivery does not go upstairs, send to do not install, delivery area Limited, after the sale of services, such as the impact of the user experience of the layout of the problem, put forward" according to the delivery, send and install synchronization "commitment. Different from other electric dealers limited area delivery, Haier Mall by virtue of the network covering all over the country, not only the one or two-tier cities, even the three or four-line city counties or even more remote township villages can do door-to-door, installation of households. To bring the fastest product experience to the user, Haier Mall promises to be delivered by about, the current Haier mall has been achieved in more than 1500 counties to achieve within 24 hours of time limit, in 460 counties to achieve within 48 hours of delivery, so that users can enjoy the first time online shopping fun. For home electric network purchase widespread delivery does not install, need to reserve a separate factory problem. Haier Mall service personnel into the village into the community, go upstairs to the door, provide a synchronous one-stop service, do delivery, installation and commissioning at the same time to complete, for users to save the duplication of booking services cumbersome to solve the user's worries.

Consumers go shopping through the internet, not simply looking at prices. Electric business shopping platform should not blindly to the surface of the price advantage to lure consumers, counterproductive so often will lose the original network shopping groups, but should be like Haier Mall as more attention to user experience, to find the pain point caused users to complain. The next few years will continue to grow the power grid purchase in the next few years, the 2015 is expected to break through hundreds of billions of scale. Only by grasping the user experience this life-saving straw, the future of the electric business will be healthy and sustainable.