8.15 of the "Hush"

This year's http://www.aliyun.com/zixun/aggregation/37162.html ">8.15, some deserted, of course, just relative." This year 8.15, the electric business still has some activities, the Jingdong has made a carnival 8.15 electric festival, but the discount mostly only 90 percent, Su Ning continues to choose 8.18 to make four anniversary, Gome has four days promotion period, Gome online president personally to battle yell, do not have shopping can draw. But compared to last year several electric dealers on the microblog and each other for a certain standard price war (such as Liu claims Su Ning Dare to sell 1 yuan, the price of Jingdong must be 0 yuan, and Li bin retorted that is suning easy to buy, including home appliances, the price of all products must be lower than the Beijing-east, Xun also ran to ask Suning and it to compare, this year's 81.5, everyone seems to have some war. Consumers are more "aesthetic fatigue", last year, after the price war, the parties have rushed to announce their own record, Beijing east said their entire Tianda appliance sales broke 350 million, Su Ning announced the daily sales of 300 million, the United States did not disclose figures, but still stressed that their sales than normal growth of 4 times times. But no one has spoken this year, presumably because consumers have not been buying it. After 8.15 last year, I cut a picture on Alexa:

Amazon and the cat basically did not enter the war, so their flow curve did not appear a soaring value, but their traffic also did not because of Su Ning and jingdong price reduction promotion and reduce, continue to maintain in their original trajectory. Jing Dong and Suning, although created a peak, but after the sale, the flow quickly fell back to the usual level. This shows that the price promotion can only bring a momentary flow, and not the entire site's daily flow level to improve a order of magnitude. Further to the depth of a step, that is, the price of sales promotion, the customer retention of this electrical quotient core indicators, not much help. The core problem is that price cuts and low prices are two different things. Price reduction is a market behavior, generally by a corporate propaganda department (market PR and so on) lead, and low price is the operating behavior, is generally responsible for the Operation department. Price reduction is a "sport campaign", and low Price is "daily is so live." The purpose of the price reduction is in fact "import flow", with the sacrifice of temporary Maori means to improve visibility. To be more or less, to pay for the crowd. At the Leadership Forum on Entrepreneurial innovation held in March this year, Liu admits that his own losses were more than 200 million a day. If the whole market experience is good enough, then the money will generally be spent on the injustice. But the problem is that the experience is good enough. Last year, 8.15 of the price war, have spread first to raise prices and then lower prices, or lower prices of goods without supply. This experience will naturally damage the "customer retention", ultimately resulting in the sacrifice of the gross margin (if any) in vain. I am personally more than happy to see the restrained promotions that have been relatively quiet this year. This at least represents a maturity. The electricity trader finally understood: the low price is the retail trade kingly, but the price reduction is only the temporary operation. Low price requires a retailer to their own cost to do extremely stingy, in every link to squeeze out of space, and ultimately to form a benign margin. Traditional retailers do have a lot of places to learn about Internet ideas, but the offer for a top office building like Wal-Mart, which can be rented at the price of cabbage, has to be considered repeatedly for fear of destroying its thrifty culture, but it is worth the power of the dealers in turn. The old film "Seremban Town" has a very deep critique of "doing sports". Operating an enterprise is almost the same. Never seen a business is pure by doing sports out. Yes, there are many successful enterprises outside the rough look they do all day sports, but in fact, behind the movement is a solid operational capacity. I wish the Chinese electric business, farewell to engage in sports times, into the real health of the low price era.


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