"Double 12" electric dealers send beauty distribution group

Consumers to the price war "aesthetic fatigue" of the appliance manufacturers to change the creative, service brand

The December 12 of the previous year is one of the most important promotional opportunities for electric dealers in the year-end. But this year, "double 12" reporter noticed that a lot of electric dealers no longer mention price war, but instead of playing services, creativity and other special cards, in addition to the previous rounds of price war so many electric dealers "blood loss" too much, consumers to price war appeared "aesthetic fatigue", It has led to a need to ponder other ways to attract consumers.

The attraction of "price wars" is significantly reduced

Since the second half of this year, the electric business industry has broken out several rounds of price war, the electric dealer price war to cater to the Internet buyers like to discount goods preferences, but the burst of false promotions, web crashes, pay congestion issues such as consumer aversion, pure price for the selling point of the promotional attraction is falling.

"Most of the electricity dealers are listed on the basis of discount, promotional than usually not cheap how much," Beijing's Yuan said, she in "Double 11" bought a pair of winter boots, the listing price is 399 yuan, October store price is 239 yuan, wait until "double 11" dozen 50 percent after the price is 199 yuan, "on the cheap 40 yuan, I knew it would not be so long ago. ”

Reporters from a number of regular online shopping consumers understand that today's electric dealers a variety of discounts, coupons, a lot of tricks, the price war is more to stimulate consumer shopping gimmick, "buy the essence of selling, loss of business who will continue to do?" ”

"Double 12" to draw the user as the main

This year, "double 12" overall promotional efforts, although the decline, but the electrical business in the design of the activity is not less than the idea, Taobao, Jingdong Mall and other large electric dealers focus on the "wooing" the user.

Taobao played a "preferential autonomy" slogan, announced that merchandise discounts by buyers, sellers jointly decided, and "double 12" no longer do sales rankings, each business can show the most special, most attractive to consumers of personalized goods.

Jingdong Mall's "double 12" emphasis on the shopping process of fun and care for users, such as the extraction of some orders, to its implementation of the beauty distribution team personalized service.

Internet commentator Bo said that this kind of service-focused sales promotion, on the one hand, can promote the turnover, on the other hand can help the electric business enterprises to create brand image, improve consumer loyalty.

"Blood loss" too much to make price war weak

The reporter has browsed several main electric dealer website, at present Xun, Dangdang explicitly offers the discount promotion, the Taobao, Jingdong Mall did not take the discount or the low price as the propaganda, the Amazon China is not specially for "the double 12" the specialized promotion.

Li Bin, an executive vice president of Suning and Tesco, believes that "double 12" electric dealers generally low-key treatment, mainly due to the online shopping market just experienced a "double 11", the consumption capacity has declined, the price stimulus effect is no longer obvious.

More crucially, the price war needs a lot of money to invest, after several rounds of price war let the electric dealer a large number of "blood loss", whether listed companies or unlisted companies, need to "dress up" earnings to the capital markets or investors.