A fierce battle for the spring festival consumption of electric dealers

Editor's note: When the Spring Festival is coming, it is the domestic merchants shirtless the New Year's consumption. But the domestic electric quotient big Crocodile joins, undoubtedly let this one battle to add 8 level intensity. Carrying a convenient advantage of cheap package, the electric business in this spring Festival consumer competition in the increasingly exposed. This year's shopping competition in the consumer business of what the big move, please see this newspaper's planning report.

The "style" of the Spring Festival war

Frequent "creation of festival" fear of consumption fatigue

For the electric business "to create the festival", there are http://www.aliyun.com/zixun/aggregation/32834.html "> Industry personage said, this is not the long-term development of the plan, should improve the quality of service fundamentally

Newspaper reporter Yang Meng

The Spring Festival is less than one months time, in this when the mouth, not only the traditional shopping malls, supermarkets taste full year, the electric business has become the main battlefield of sales.

January 14, the reporter log in to many home appliances business website, see is a dazzling variety of the Spring Festival ads, in these electric business includes Taobao, Jingdong Mall, Suning easy to buy, Amazon, and the ads are different. Taobao advertising for the "full 50 percent, limited Spring Festival gift package 1 yuan seconds to kill"; Jingdong's advertising is "New Year special to Love Home", suning easy to buy ads for the "Spring Festival gifts for the whole audience 30 percent from the bottom", Amazon's "slogan" is "to celebrate the snake Z low price, millions of annual shopping value."

Some industry experts said that the mainstream electric business platform in keeping up with hot marketing, but also in the opportunity to carry out category expansion, trying to improve profit margins, increase market share.

Spring Festival "style" odd recruit frequent

The most lively of the above electric business website should be Taobao, click on the website after the sale of Spring Festival Taobao can see the special page, including from the northwest, southwest, central China, Jiangnan, South China, north, Asia, Europe and the United States and other goods, these products include food, wear, play, use and so on. What's more, Taobao will "style" the word moved out, on a spring festival map, has a variety of style, such as Southwest style, Jiangnan style, North style, European style ... Click on one of the style to appear in the region of the Spring Festival.

In addition to the Spring Festival, Taobao in its new Year's monopoly Web page also specializes in opening the theme of the holiday, including the sale of special airfares, group purchase tours, hotel reservations and many other services.

Compared to Taobao style odd recruit frequency out, the Beijing-east of the Spring Festival Monopoly page relatively simple, with red as the main keynote, and the commodity for its main home appliances and digital gadgets and so on.

Amazon choice of goods, although more kinds than jingdong, but obviously hoe Taobao, the reporter can see the merchandise, more clothing, digital appliances, books and other daily necessities, although, in the Spring Festival Monopoly Web page has wine, but can choose not many varieties.

Suning easy to purchase the big play affection card, in the Spring Festival Monopoly Web page, the choice of merchandise directory is divided into sending friends, Songqin people, send elders, send children and other regions, and these commodities are mainly daily necessities.

Subsequently, the reporter learned that, as a result of the price of some of the Spring festival this year, many consumers to buy the market shopping. Interviewed by reporters in Beijing, Miss Yang said to reporters: "Because I work in Beijing, live in other cities, the company holiday near New Year's Eve, want to go home to help their parents go to physical stores to buy Spring Festival, time is tighter, so, I prefer to buy online, mail home." This saves both the parents and the time. ”

Other consumers interviewed by reporters also said compared to the real store shop price will be relatively cheap, to pistachio as an example, the price of supermarkets are more than 60 yuan, while the price of similar products shop about 50 yuan, some of the online shop also launched a buy new year, the price down a large range, but also door-to-door, more convenient.

Improving service quality is the long-term solution

In recent years, the rapid development of electric business has benefited from the guidance of policy. According to the Ministry of Industry and Information technology issued in 2012, "E-commerce" Twelve-Five "development Plan", to 2015 E-commerce turnover quadrupled, will break through 18 trillion yuan. In the same year, the State Council issued the "Domestic Trade Development" Twelve-Five "planning", clearly put forward to vigorously develop E-commerce, "Twelve-Five" period, e-commerce turnover rate will reach more than 30% per annum.

But whether it is the electric dealer peacetime sales, or electric Shang section of the vigorous promotion, undoubtedly greatly promote the consumption, but also for the vast number of consumers to bring convenience, these are all from the affirmation from all sides. However, behind the boom, experts have also raised concerns about the frequent "creation of festivals" among electric dealers.

From "Singles Day" began, in a short period of 3 months, the festival followed by a, frequent "create festival" caused consumption fatigue. A businessman said, "Double 11" serious overdraft of user consumption, users are still in the fatigue period, "double 12" to the user's attractiveness is much lower than expected.

In addition to consumption fatigue, due to the relatively concentrated time of the electric dealer discount promotion, also appeared the Express burst warehouse, after-sales service and not the case. Fake promotions, web crashes, and congestion payments have made consumers resent the lure of sales promotions that simply sell on price.

For the frequent "creation of the festival", some industry professionals pointed out, "must improve the quality of service." "The frequent creation of the festival" is not a long-term solution, fundamentally improving service quality is the long-term development of the plan. such as in the "double 12" promotion, some electric dealers consciously from the traditional price of the fight to spell service, this awareness will become more and more strong, more and more useful. Jingdong Mall preparation of the festival, but also for the new Year will travel home for the sake of the people to help consumers will buy the Spring festival directly sent home, exempt consumers from the New Year home had to carry a large packet of small bag embarrassment. The person pointed out.

In fact, after the price war promotion brought aesthetic fatigue, the electrical business of the festival is also a big trick. Such a sense of service, but also worthy of a strong promotion in the electric business.