Big Electric Dealers Crazy Promotions

Big Electric Dealers Crazy Promotions

November 11, the "Singles Day", which was discovered by Chinese netizens three years ago, has become a "Rush Day" for Chinese electric dealers. Yesterday, the cat raised the "carnival" of the sail, Xun nets lifted the "Hurricane Action" banner, Jingdong Mall pulled out the "low to 50 percent" slogan. and Suning easy to buy and every guest is early in the early November began the promotional activities. The war, the smoke.

Phenomenon: Domestic electric business collective war

Yesterday afternoon, from Tencent's information show, as of 16:00, the number of Xun net orders to break through the 100,000 mark, sales breakthrough 50 million yuan, at this time last year grew 631.25%. And the 20,000 orders established yesterday from 0 o'clock in the morning to 3 were served before 12 o'clock yesterday noon.

In addition, Chongqing Morning News reporter saw, suning integration of suning appliances (002024, shares bar), Suning easy to buy, to "the first line under the unified same price promotion", "three days super 0 Yuan shopping", "300 yuan below the goods are equal to the line under the general coupon, and not subject to any restrictions" and other means of Sniper day cat, Suning's sales target is 5 billion. Amazon China launched a second kill activity: November 11 11:11, every hour start every 11 minutes will launch a round of seconds to kill. However, compared to other electric dealers, when the lack of enthusiasm, dangdang starting from the end of October 13 anniversary of the celebration, the double 11 is only the continuation of the previous.

Analysis: Group promotions are not good

Electric business promotion, consumer good, but many people in the industry are skeptical. Ecapital Capital founder and CEO ran frankly, the electric business collective promotion, is in the original can smooth sales curve on the artificial arch a crest, because the encroachment effect may not really bring much real increment, but also let the merchant's warehousing, logistics, customer service and other links straight to the bottleneck. In addition, he also believes that the group sales promotion will further strengthen the single dimension of Chinese consumers, the only price is from the bad habits, drag China's e-commerce companies collectively away from health gross margin. For the brand and platform for the contradiction between the business, some analysts believe that the current platform-type electric business competition is still fierce, in order to be able to occupy a favorable position in the price war, promotion, electric dealers often "kidnap" brand, and the promotion cost to the brand, this is a very irrational approach.

Chongqing Morning News reporter Liu Chun Hangzhou report