"Double 12" electric dealers do not fight the price war (financial observation)

Compared to the flames of the flames of the 8 15 and the "Double 11", December 12, this "Want to love" day seems to be a little less lively. The electric dealers who used to love to fight were especially gentlemanly.

With the past "breakdown of the entire network price", "10 percent in the end" and so on to spell prices for the main line of the scene, the electric business boss Taobao, Beijing and east will be the focus of publicity to "spell service", "Spell price."

For this shift, industry analysts attributed the reason to two: on the one hand, just hit the "Double 11", the vitality has not been restored, on the other hand, the time to pay financial statements, and then a big "bloody war" I am afraid is not a good thing.

In this round of "double 12" promotion, the electric Trader's differentiation strategy is especially obvious.

Taobao, for example, has abandoned previous discounts and adopted a two-way game of buying and selling parties. It is understood that the "double 12", consumers will no longer passively waiting for the goods and discounts, but Taobao technology platform directly to the seller to send buy signals.

and Suning easy to buy is this round of promotional positioning locked in the "public interest value." During the "double 12" period, suning easy to purchase as well as subordinates "red children" in addition to the launch of brand activities "million merchandise 0 yuan purchase", but also launched a love pledging activities, "sell a piece of donation, forwarding a micro-bo donated a Yuan", so that users in shopping at the same time also enhance public awareness.

Another "price war madman," said Jingdong mall also shut not talk about merchandise discounts, but launched a "beauty meter."

It is understood that Jingdong Mall in Beijing, Shanghai, Guangzhou and Chengdu 4 launched the "Beauty Express activities", a lot of beautiful women are part-time models, since December 10 delivery 3 days, every day 8:30 A.M. to work, 5 o'clock in the afternoon work, the main task is to accompany Jingdong male courier, driving Smart car, to customer delivery , a daily wage of 300 yuan.

"The December is the peak of offline retailing and online shopping, the year-end gift consumption, the winter season consumption, the holiday consumption," said Li Bin, an > Executive Vice President of Suning http://www.aliyun.com/zixun/aggregation/3886.html The demand for knowledge consumption is very strong, of course, the electricity business will not miss this market opportunity, but this year, "double 12" will not be a rival price war.

Why did the belligerent electric dealers suddenly turn to sex? As for this question, Li bin also gives his own opinion, he thinks, the electric dealer's brand mainly depends on the upstream manufacture enterprise and downstream consumer's service ability, is to the supply chain relations, the information development system's control ability, is to the logistics and the service enhancement ability, does not have these ability the electricity merchant to be immersed in the homogeneous price war mire.

The reporter learned that in the past several rounds of price wars, there will indeed be many problems. Taking "Double 11" as an example, the electric dealers have made more than expected targets. But as the tide of consumption receded, some problems emerged.

According to the electronic commerce complaint and the safeguard public service platform data statistics, November 2012 all received the national electronic Commerce user's electronic commerce complaint 8160, among them about 54.3% of complaints from "double 11" during the shopping problem, the false delivery, the fraud promotion, the express delivery and so on the question frequently to perform, becomes "double 11 The "Sequela" of the shopping festival.

"After a few rounds of big price wars, consumers have been tired, and the electrical business itself is also bleeding, sales are not equal to more profits, especially by December, is about to turn to the financial statements of the moment, another big" bloody war "I am afraid is not a good thing. Creative and strategic promotional methods can not only make people bright, but also have time to adjust the software behind the facilities, the focus shifted to logistics and express services. "A trade insider told reporters that there will be a price war next year, but not as fiercely as this year."