Chinese online buyers fall into a "price war" cycle

Xinhua Beijing, December 12 (reporter Guo Yujing) "Double 11" order has not finished, "double 12" horn was blown. China's online buyers are playing the "festival" game. In addition to the "price war" as a gimmick, there seems to be no other strategy to attract consumers.

According to Taobao data, as of 12th 0 o'clock, there are 110 million users waiting for "double 12" activities open, many sellers overnight war. One months ago, Taobao, Suning easy to buy, Dangdang, Jingdong Mall and other electric sites through publicity, on November 11, "Singles Day" to earn a pot full, only Alibaba group Taobao and Cat on the amount of 19.1 billion yuan of turnover, although there are insiders believe that the amounts of suspected fraud, But the size of the economy is beyond doubt.

This June and August, there had been a large-scale "price war", some prosaic days by the network to buy electricity through the overwhelming advertising to shape into a "carnival of consumption."

Today, several major online buyers are using December 12 to promote new holiday promotions, trying to tell consumers that this is a good opportunity to "pick up the bargain".

Beijing Electronic Commerce Association secretary General Linya said, now China's online shopping still seems to be in the "Drink Blood Ru Mao" of the savage era, always think more "enclosure" to win more market share.

At present, China's online shopping overall development quickly, the total amount is astonishing. Alibaba Group announced earlier, as of November 30, 2012 21:50, its cat and Taobao cumulative turnover exceeded 1 trillion yuan, and last year, China's GDP of about 47.16 trillion yuan, this figure has accounted for about 2% of China's GDP last year.

But such huge sales have a lot of side effects. Consumer complaints tend to soar after promotions. Take "Double 11" as an example, according to the latest data of the Beijing Municipal Bureau of Trade and Industry, November 2012 a total of 7,087 consumer complaints, including 3,585 of Internet sales services, compared to the October data, the chain rose more than 50%.

Linya said, although turnover in the promotion of the surge, but whether it is logistics distribution, or customer service after the sale, China's e-commerce has a long way to go.

In addition, the "peat peat" of the price war also exposes the problems of the absence of relevant legal supervision and the operating environment. Linya said that many of the "kidnapped" small and medium-sized businesses have to participate in platform-sponsored promotional activities, so they can only choose to use promotional "clear inventory."

Linya said, "Double 11" "Double 12" is actually an overdraft of the future of the marketing model, business promotion after the flow of a significant decline, the final outcome will become "with a day of busy, with half a month to clean up the mess, and then two months no officer."

Beijing Hui Jia law firm lawyer Chu Baochang said that in order to make the industry healthy development, we should also establish a fair competition environment, establish a healthy business atmosphere, guide the rational consumption.