Dangdang battle plan was exposed in advance, Guoqing said the funds do not save flowers

May 30, the Beijing-East, Xun in succession to prepare for the June promotional battle, Dangdang's battle plan was exposed earlier today. According to people familiar with the situation, Dangdang will be in June to adopt a more aggressive "counter attack" strategy, CEO Guoqing (Micro-BO) 's statement is that the money not to save the flowers, not to let their opponents recuperate.

The personage discloses, Dangdang "battle plan" mainly concentrates in 5 big aspects. Throughout June, will be in the four major satellite TV investment 50 million prime time advertising, books, clothing two big "knives" category all month, the whole category price war, more than 400 million shopping vouchers issued, when the tail of the goods will provoke "flash shopping war." According to the plan, when will be officially launched on June 1 TV ads, June 3, when the book will be the first shot.

Tencent technology to Dangdang company to verify that the other side confirmed that there is indeed "when the June reverse attack" plan, said the war plan is basically true.

It is well known that after last year's 8.15 promotion war, Jing Dong slowly entered the "recuperation" stage, but "price war" is still the main theme of the electric business war, and will be from a single category price war to the whole category price war expansion. June will usher in the electric Business War, Beijing-east plan in 6.18 shops celebrate the day to launch promotional activities, cat, Xun nets, Suning easy to buy rivals have joined the battle.

It is reported that the whole June, Dangdang will be phased in books, clothing, baby and beauty makeup, such as the whole category launched a "price war", and for this 50 million TV advertising costs.

In this respect, Dangdang insiders to Tencent Technology, guoqing in the internal incentive price war by the follow-up to become the initiator, "even if the loss is also a strategic loss of the plan, is to compete for market share, this is the strategy." We find that the competitor's financial resources cannot hold up, the huge loss cannot carry on, wants to recuperate, but we do not let the opponent recuperate, therefore we attack. ”