Abandoning speculative myopia and psychological electricity market needs benign competition

"Tenkine South China Zhu Wei"

With the development of electronic commerce in China, the transaction scale of domestic net purchase market is increasing steadily. The Business-to-consumer market will continue to be a major driver of the online shopping industry. On the one hand, online shopping tide is unstoppable; on the other hand, the electricity market was magnified by some people, too optimistic, that this piece of "pie" large enough to share a cup of soup, resulting in increasingly intense competition, near to the "melee" point.

Once analysis said that the future E-commerce site development only two roads, one is vertical platform, and the second is professional subdivision. The former from the Beijing-east, when the site can be seen, this road is suitable for large-scale web sites, the latter suitable for the beginning of the start-up of the site, with the increasingly brutal competition, only the provision of professional and differentiated services, fully subdivided the market, in order to obtain greater benefits. However, whether it is a comprehensive large web site, or professional subdivision of small sites, to be bigger and stronger, must pay great efforts. In the current online shopping market, the two roads are occupied by a handful of influential web sites.

In the rapid development of online shopping, because of the increasingly white-hot competition, many electric dealers and even some well-known platforms have appeared speculative short-sighted psychology, wage war, false publicity, no security after sale. Some well-known shopping sites, because the unilateral cancellation of orders, the sale of fake goods, and a series of problems have been exposed to the media, resulting in a substantial decline in the credibility of the network shopping industry.

First, the electric business speculation short-sighted psychological performance Behavior 1, price war.

competition in the electric business is becoming more and more white-hot today, the major electric dealers in the scramble for consumers, for market share. A price war may be a temporary gain, but it is not a long-term plan. Price war will lead upstream suppliers to find ways to reduce product costs, the original normal product cost price system is broken, the quality of products will not be guaranteed. The ultimate damage is the interests of consumers. Electric dealers to the advantages of Low-cost, launched a fierce confrontation with the entity shop. How big is the cost advantage of electric Shangnei to compete with physical stores? In fact, in addition to remove the store rent and platform advantages, the advantages of the electricity business is not a lot. On the contrary, the electrical business also needs a lot of investment in the promotion.

It turns out that many price wars are just "smoke bombs" that make consumers ' eyeballs and popularity.

2. All kinds of tricks in daily operation.

Tenkine hardware channel has summed up 15 kinds of electronic business marketing means (see hidden Mystery of Electronic business marketing means to uncover (up), (next)). Because consumers can not see the kind, only through the description of the merchant information to understand the product information. Through an invisible hand, the electric dealer can use a lot of marketing means. E-commerce is different from traditional retailing because of its new characteristics of electronic, networked and remote. It can be said that the electric dealer than the store business marketing means much more. But how much real concessions do consumers get from these marketing tools? This is a big question mark.

3, a self-inflicted trap, unfavorable long-term.

From time to Time "price war", "Let Action", "Low price storm", resulting in the electrical business itself is also very easy to kidnap their own promotional means, and then face "not to buy", "not promote the" dilemma. The electric dealer must abandon to "bleeds" the development the excessive dependence and the enthusiasm, enlarges to the customer experience meticulous attention, transforms the pure price war to the service and the quality competition, removes the impetuous mentality, the meticulous cultivation, is the real rational development way.

4, laissez-faire cottage products, quality is not guaranteed.

Generally speaking, the quality of well-known products is guaranteed, the product quality is relatively fixed, difficult to cut, so the price of the major platforms are relatively unified, the profits of the business is not very high. and Shanzhai products are not the same, the cottage manufacturers to compress costs, and then to the higher profits of the electricity quotient, the electric business is also happy to sell Shanzhai products. So you can see that some of the Shanzhai brands appear in some big platforms. Allowing the Shanzhai will only hurt the interests of consumers.

5, sell back to the manufacturers to map their own exemption.

Industry insiders pointed out that, in accordance with the provisions of the electric business industry, 3C household appliances products quality problems, consumers should first find the manufacturer's After-sale quality report. The product has the quality problem, the consumer may first return the product to the merchant, the merchant then carries on the refund. And some businesses let consumers find manufacturers directly repair, their own skim.

In the author's view, these are speculative short-sighted behavior, these actions so that consumers can not accept, are not desirable, and ultimately will only harm the healthy development of the industry.

Second, the electricity business market needs benign competition

first of all, the network shopping chaos and the lack of industry supervision, therefore, the promotion of legislation to improve and strengthen supervision is imperative. The development of E-commerce market needs to be standardized. And this needs to promote legislation to improve and strengthen supervision, in addition, the electric business platform and Third-party sellers should be good faith management, consumers should also strengthen the network to prevent. In the entity store once had "hundred city million stores no fakes" cognizance, is a good inspiration.

Second, the entire e-commerce industry, whether it is the electric business platform or third-party sellers, should strengthen the rejection of speculative short-sighted psychology, consciously resist the speculative short-sighted behavior, and do a good job of consumer service, and really put the interests of consumers in the first place, integrity management, so as to win the trust of consumers, is also the long-term development of the electric business industry. Here in particular, a number of large electric business platform to establish industry benchmarks for the development of the industry injected positive energy.

Finally, consumers should also strengthen the awareness of prevention, not credulous, in the online shopping peak should be more vigilant, do not blindly pursue low price greed to eat big losses. In addition, consumers can retain relevant evidence, such as invoices, electronic transaction vouchers, logistics pick-up documents and chat records, in case of disputes, can be resolved through legal means. Here in particular, to emphasize that consumers encounter after the issue of after-sale, do not be afraid of trouble, or because the cost is too high, and do not require business solutions, this will only allow unscrupulous businesses, not conducive to the development of the entire industry.

Summary：

As an industry, e-commerce also needs long-term precipitation. Not a short-term burst of marketing to boost. Electric dealers need to remove speculative short-sighted psychology, do a good job in every environment, and earnestly protect the interests of consumers, solve the problems in the sales process, to make up for the electric dealer in relation to the shop's short board, so as to healthy and benign development, so as to go farther.