After marketing

August 14, Jing Dong Liu in his more than 1.8 million fan Weibo account to recruit price intelligence, the object is Suning gome two home appliance stores under the line section: "Jingdong in the country to recruit 5,000 U.S. and Soviet price intelligence agents, 2 per store." Any customer to Gome, suning buy everyone electricity time, take out a mobile phone with Jingdong client parity, if less than 10%, price intelligence agent on-site verification is true, Jingdong immediately cut prices or on-site coupons, to ensure a cheap 10%! ”。 About 5 hours later, four o'clock in the afternoon Xu, Suning's online mall suning easy to buy Vice President Li Bin also in their own Weibo account counter: "Suning easy to buy, including home appliances, all product prices must be lower than Jingdong, any net friend found Suning easy purchase price higher than Jingdong, we will immediately adjust prices, And give the already buy feedback twice times the difference pay. Tomorrow 9:00, Suning will start the most powerful promotion in history. Less than one hours, Liu Strong response, announced that the line on the side of the price war started: "From nine o'clock in the morning tomorrow, Jingdong Mall, all the big home appliances prices are cheaper than suning line online!" And no bottom line of cheap, if Suning dare to sell 1 yuan, which jingdong price must be 0 yuan! ”。 At this point, in the middle of August, a micro-blog was born in the electric dealer price war officially opened the curtain, follow-up when Gome also intervened, a Amoy parity engine to use each other than the war party price "occasion marketing"-such occasion marketing even sparked the sale of treasures Weibo business account participation: If you find that the price is not cheap, We offer ink to let you spill it!

Social media like Weibo is good for corporate marketing because it skips the traditional media platform (including web media). What we see in this marketing campaign is that the media follow the company instead of the company requesting the media to release the message. After the price war, a large number of media in the micro-blog stare at the various sides of the micro-blog, and the fastest speed of their own to report. Past marketing on how to fix the media, the cheapest price to release marketing information This ring, this was skipped.

So, there is a media friend to speculate on the motives of the Liu: there is a marketing fee used to promote the Beijing-east of the big household appliances sales, but also save this marketing on Weibo on the promotion of low prices, two accounts, not necessarily the latter suffer. This motive theory listens to have a reason, of course, Liu Big dozen price war motive argument more than this kind, even involved to sniper suning stock price above.

But serious analysis, motivation theory is not very reliable, because we can not rely on their own speculation. and analysis of a marketing campaign, light to see how many fans Liu growth, how many micro-blogging users There applauded, is also no use. The effect of marketing campaigns is to use numbers to speak.

There is no way to obtain the actual sales performance of the warring parties, and no one has published this figure. However, compare the year Taobao selectmen to do Singles Day promotions and then can't wait to announce how much of the sales of water, you can roughly infer that the actual sale of the price war may not be satisfactory. Jingdong or Suning, earn enough eyeballs, may not earn how much silver.

There is a number to refer to, that is Alexa rankings. This ranking may be problematic if it is used only to monitor a site. Because the Chinese user installs the Alexa tool bar to become its statistic sample, is not many. But if you do some horizontal comparisons, there are some conclusions to be believed.

In this picture, the Blue Line (Jingdong) and the Red Line (Suning) have a significant increase in the number of visits, is believed to be caused by the noise on Weibo. However, at most only 2-3 days, the number of visits quickly fell back to the original level, can be seen the price war does not give their own site to bring continuous traffic. In addition, the Amazon China and Taobao cat two and did not participate in the price war of the electric dealers, their flow has not been any impact, in Beijing and the east and the purchase of the two days, they maintain their trajectory curve, but also a slight rise.

This picture tells us, the microblogging marketing actually did not have the real meaning the marketing effect, the consumer's loyalty did not increase. A large number of visitors to the two-day price war on their respective websites, and then departed. In fact, this can be explained that Beijing East or suning easy to buy or not, there is no marketing, but no practical operation level of cooperation.

The mall is like a battlefield. Battlefield will use propaganda warfare, to the enemy shouted to shake the enemy's morale, but the most crucial is the true meaning of their own military real battle. In my opinion, marketing is a kind of "propaganda war", in the case of sufficient strength, it can play a multiplier effect, but if the strength of insufficient preparation is not sufficient, this propaganda war is gone.

Where is Jingdong not ready? A Amoy price tells us that, in fact, it is not necessarily cheaper, some of the goods are even more expensive than their rivals, and some goods are high hanging out of stock Shine. We can also see from the Liu Weibo, Jingdong initially just want to do than the other side of the shop cheaper, rather than want to hit what electric dealer price war.

People who have been to the store know that now stores are manufacturers to send people stationed, store implementation management, and stores need stores, utilities and other hard costs, Liu will probably think, than the offline shop is not able to do the cheap-some suppliers may not agree to Su Ning's request to immediately reduce prices. But did not expect the enemy directly to burn the war on the line. From the time to see, less than one hours to fight back said that we will be gestures, quick reaction is fast, but not necessarily appropriate.

such as Beijing East, suning such a large sales platform, the general will not buy out suppliers of goods to sell, but the use of "consignment system", so, in terms of price, and not necessarily 100% of the right to speak, especially in the face of some manufacturers. For example, Haier on this price war is very dismissive, 15th even broke up with the Beijing-East Cooperation news. Sales-oriented enterprises to fight price war, there is no supplier of cooperation is not. Cat, Taobao such platforms can make a very large sales promotion because: for the 60,000 of the cat, it is large enough to make it shuoyibuer. Jingdong cannot offer more discounts, not that it is unwilling, but that partners are not cooperating for the sake of uniform market prices. In the final analysis, Jingdong's water scale is 50 billion (last year), but Su Ning's one-third.

For Jingdong, the electricity quotient is it all, but to Su Ning, easy to buy even in the whole suning system is very important, is one of them rather than all. The price war with it came to see the jingdong did not substantially do a substantial price reduction, has let Su ning (including Gome) understand that the control of the suppliers in Beijing east is not how. And the performance of the cat and Amazon will also show that today's price war does not necessarily divert much of the consumer's sustained attention. After a marketing campaign, not only did the results fail to achieve much, but it exposed some of its weaknesses. No wonder the price competition has come and gone.

The prevalence of social media, it does make many enterprises more convenient marketing and more money, enterprises also pay more attention to marketing. This is a good thing. But ignore the actual strength of their own enterprises, and blindly in the marketing efforts, the end of marketing became a "cheat." And the social media itself has the "Houge bad news" characteristics, operating defects will be quickly enlarged, the end of the company will be the foot in the foot.

In the final analysis, marketing promotion is "icing on the cake" nature of things, is a multiplier. Enterprises can provide how many services, the production of what kind of products, that is "timely help" type of real this. Without Ben, the multiplier is no bigger than a "0".