Chen Jing: The Electric business war experience is greater than the price

A few days ago, Gome online official micro-blog in the name of its general manager Shangui first published a "Memorial to the dead you look forward to living with us," The Electric Business "eulogy", and a large amount of space used in the electricity business "price war" criticism. The article thinks that http://www.aliyun.com/zixun/aggregation/7715.html "> Chinese electric Power business has become a feast for the destructive, data manipulator and money speculators." Why does the price war make Gome's online shopping platform so hateful?

Last year, "6 18", "8 15" and other series of price wars, so that the enterprise (personal E-commerce) platform has become the focus of the topic. Objectively speaking, the basic demand of the business platform is not to kill in a red sea, but through the price of the consumer's most sensitive factor, the line under the eyes of consumers attracted to the line, fundamentally, this is an industry-wide mobilization of the marketing war.

But while earning enough eyeballs, the price war also put a heavy burden on the platform. Gome's annual report shows that the annual sales of electricity dealers in 2012 rose 119.1% to 4.41 billion yuan, but the loss is also as high as 597 million yuan. Tencent, one of the most lucrative internet companies, has lost 32.98 million yuan in its 4.428 billion-dollar business last year. Suning even in the annual report directly "complained": a large number of Internet enterprises in the foreign capital support, regardless of the cost of pure relying on price competition, the market for predatory possession, not only on the domestic traditional retail industry has a great impact on the manufacturing and market order caused damage. On the one hand, the international capital market "winter" continued, on the other hand with the net purchase year turnover exceeded 1 trillion yuan, only a greater intensity of "bleeding" to pry consumer nerves. "Kills 1000, cuts 800" the whole industry price war, the big platform finally cannot play.

From the industry point of view, simply rely on the price advantage to attract consumers, but also to the electric industry's own diversity and vitality has brought harm. Group buying sites have closed down, and vertical electric dealers have shut down. They are not without unique resources and business model, but inevitably in the price war brought about by vicious competition. Even if the site is barely maintained, it has to reduce the commodity category, or compress its sales, distribution on the investment, which led to a decline in consumer word-of-mouth, and thus affect the overall image of the electrical quotient.

After "price war", still in "misery" in the network shopping platform and how to play? Tencent in the integration of its electric business QQ Mall and QQ Online shopping, clearly put forward, its future positioning is "exquisite fun." and the number 1th store in cooperation with Baidu stressed that through data mining to better provide consumers with services. If the "price war" is to attract consumers to the threshold of the electricity business, then to provide consumers with a good experience of the "experience war" is to retain consumers "killer". The huge pressure from cost seems to make the "experience war" that the online shopping platform has been shouting is expected to be put into practice this year. In fact, whether the category of further expansion, flexible, customized production, or logistics distribution of personalized value-added services, or more "intimate" convenient after-sales service, electric business platform needs to strengthen the aspect of more than one or two. According to the cask effect, it is clearly not enough to support the industry's sustained and healthy development by erecting a "price" plank on the high.

A "eulogy", even if the rhetoric is fierce, will not have an immediate impact on the industry as a whole. But the refraction, it is the e-commerce industry on the "price war" profound reflection, but also contains the future development direction of the industry.