Electric business industry price war sellers very tired consumers see eye

Jingdong Mall ten years of promotional activities for the fuse, in just the past June, China's electric business industry has experienced a collective "price war" carnival. Despite the view of many consumers, the 2013 electric dealer price war in the first round of the campaign was flat, far from the last year's 8 15, double 11来 to be exciting, but in the above authorities, this repetition and repetition of the process has become a "no fight also want to play" dangerous game. User needs are not endless, but players under various pressures have to move at full speed. The era of electricity dealers ' attention by Price is far from past. So, on the one hand worried that they have become a "sell cabbage" discount households, on the other hand, dare not stop the pace, afraid to halt in the first camp competition.


　　


and who will laugh to the end?


　　


the contradiction
of "two choose one" for Jing Dong Tian Cat

　　


"Now do electric dealers, sellers are tired, do not make money." "In the distance of Alibaba under the 26-28 days of continuous three days of clothing sales promotion still one day, Li busy in the south all reporters sigh."


　　


has a point of view that China's electric power in the past few years after the rapid development of the extensive, is transferred to Alibaba or Beijing East has referred to the "self-cultivation" or "recuperation" stage, the standard of evaluation is also from growth to profit. It is obviously too early to make this judgment.


　　


"The price war will not make us earn less?" Definitely. "But in Li's view, this is a" no fight also to play "Dangerous game. There are many sellers like Li who follow the growth of the Internet, their turnover has reached more than tens of millions, and look forward to a greater market share from the competition.


　　


"in China, the electrical business has only just started, if the line of the cake did not grow or shrinking, but online sales have been growing." In this process, the price war has a very obvious effect, for any fine classification of the same, is the horse-race enclosure. Li said, in fact, many sellers know that if you do a 20 million may not be so hard, and a little money to earn, and even if 2-3 billion, make money and this is similar, even less. "But when the cake gets bigger, you're going to be 10 million or 20 million and you'll be eaten." And bigger, there will be a lot of investment or financing capacity, there will be many ways to make money. So the front should be rushed first, the cake bigger. ”


　　


This is the supplier, the seller, the platform and so on each electric trader player can clearly feel the fact. Liu the phrase "the greater the safer", was recognized by many electric businessmen. As a result, the price war has been going on for more than 1.5 years, and we have to keep our position. In this process, "two election one" came into being.


　　


in Beijing to launch the June big promotion of the first two days, the Beijing-East Vice President 蒉 Ying Chun suddenly sent a blog to denounce Alibaba, suggesting that the cat asked the merchant "two choose one". Although Alibaba officially denied that the cat "two choose one", but a number of sellers to the South all reporters, received a cat "notice", if the seller participated in the Jingdong 6 18 shop, will be canceled to join Ali Double 11 qualifications.


　　


"They rob very bad, Jingdong 6 18 One months early to find the seller, immediately the cat also began." Yue (alias) said, "Lock backstage" things happen. "The cat will advance to the seller side, directly with you to the warehouse to see what goods, what is good, what is bad, what to prepare, how to do." That time even need to lock our inventory, a clothes how many quantity can not be reduced can only increase, consumers click to buy, if you can not send goods will be fined or deducted points. Consumers don't care who locks your inventory. Jingdong Also, for example, we decorate the shop said to participate in the Beijing-east activities, suddenly the cat called to be unable to participate in the change of the page, when the east of Beijing lock backstage, let you enter all go, forced to participate in this activity. Both sides are very strong. ”


　　


"Two to choose one" behind, is the Beijing East and the sky Cat competition further aggravate the reflection. Jing-dong in the second half of 2011, a pop platform business, the core seller of the business from clothing, shoes, hats and other fields, and days of cats in these areas have been long, and to "double 11" as a powerful weapon to launch a strong offensive, Beijing East unavoidably passive.


　　


but the biggest headache is sellers. We were caught in the middle, they were immortals fighting and we were injured. Li felt very helpless.


　　


frequent price war or overdraft brand


　　


to Jingdong Mall ten years store celebration promotional activities for the fuse, in just the past June China electric business industry experienced a collective "price war" carnival. Jing Dong, Su Ning, Xun, Amazon, when, Fank and so on have announced the war.





Xun CEO Bu Guangzi said: "Run 11 through the years." 11 Singles Day and 6 18, you will find that this is not a business, Xun the day of the explosion is not lower than the east, other platforms will have such a burst of growth, which has become a holiday for netizens themselves. ”


　　


but in many sellers ' view, the price war in the final analysis, or said to have only two main characters ——— Alibaba and Jingdong. Yue cited an example. "The general big Promotion is 12 o'clock, we will work overtime all night." There is a platform known as a big promotion, employees to change the page, the results to 12 point to see only hundreds of UV, I said everyone pack things to go home to sleep. So experts know that other platforms don't have to allocate too much energy, because the other share is too small compared to the two. ”


　　


2012, the day cat 11 11 shopping Carnival generated a total sales of 19.1 billion, of which the cat 13.2 billion, Taobao 5.9 billion. And in this year's 6 18 store celebration month, Jing Dong CMO Lan Ye to South all reporter said, overall sales scale in June 17 to 19th reached nearly 5 billion, three days total order number of more than 7 million, of which household appliances sales up to 1.59 billion, the entire open platform, including clothing, furniture and other than the growth of the self-employed 2.5 times times.


　　


price war, tactics followed, Li recalled that in the last two 11 when the two sides the most tense, Jingdong and the cat to the core sellers are "one-on-one" of the targeted tactics.


　　


This 6 18, the Beijing-east aspect gives the data is, really because "two chooses one" exits the Beijing East platform only 3, moreover all is the clothing brand, has not caused the influence to the Jingdong. But Li revealed that the real stay in Beijing east of the core apparel category sellers only 1-2. "As sellers, in fact, in the business, in order to dress class, 6 18 sales only two 11 of One-third, so the two can only choose its excellent." ”


　　


But Li that this choice is actually quite contradictory. "We don't want to be alone. It's like when the operators are alone, the fees must be expensive. There is competition, the platform fees will come down, so privately we hope that Jingdong can quickly get up. In the past, the general expert will say finish double 11, December went to Beijing to run a bit, focus on supporting Jingdong, do a month or two, staggered time, in fact, we are difficult to deal with. ”


　　


From another point of view, the Beijing-East and Alibaba competition, but also to promote the entire electric business industry full speed forward, for many players is another serious worry.


　　


"is like 6 18, originally is Jingdong's shop celebrates, but all platforms are doing 6 18." After the double 11, to the December, the annual special, 30 percent caps are out, all the way in the promotion, from the beginning of September has not stopped, until the next January. ”


　　


to this too frequent price war, Li View is: "In fact many I said I do not want to participate, today 50 percent, tomorrow 40 percent, the day after tomorrow 30 percent, others think you this brand is not a brand, just sell goods, sell cabbage." ”


　　


and more serious, there are sellers who may even be in danger of collapsing because of frequent price wars or big promotion. Li example, to clothing as an example, this year you want to do 100 million of sales, if the full 50 percent is 200 million of the hanging premium, generally to twice times the proportion of stock, that is to prepare 400 million of the goods, if the cost price is 30 percent, That 400 million of the hanging premium to prepare 120 million of the funds, which for many sellers is not a small number, in the operation or promotion of a slight careless will appear the problem of capital chain rupture. "So in the industry, the price war is like an aphrodisiac, you know it's dangerous, but you have to enjoy it," he said. Every year, many businesses are doing the price war to die. ”


　　


consumers from "buy cheap" to "take advantage"


　　


In addition to sellers, consumer mentality is also producing subtle changes. The electric business platform intense big promotion competition, the low price is one of the most important gimmicks, but under this gimmick, consumer's enthusiasm is still as strong as ever?


　　


day cat, Jing Dong, Suning is engaged in medical work of the main position of Mr. Lin Net shopping. In Beijing East 6 18 big promotion of the day before, Mr. Lin fancy a speaker from 899 yuan to 699 yuan. On the evening of June 17, Mr. Lin hurried to grab the goods. Later, he found that suning Tesco unexpectedly played a 649 of the low price, and let him quite angry is, in the end of the 6 18, the price of the speaker in Jingdong more dramatically reduced to 649 yuan.


　　


For such experiences, consumers feel very helpless. "If it is urgent things will not wait until the big promotion to buy, and some really want to buy things, big promote also not necessarily do promotions." Mr. Lin says


　　


from Sogou Search to provide a comparison list, this year 6 18 price war during the whole net promotional merchandise real price reduction is still the mainstream, but the phenomenon of individual commodity prices before the price increase, which in mobile phones, kitchen appliances, beauty protection and other popular commodities in the performance of obvious, on the contrary, SLR, TV, refrigerators, Products such as mobile HDD and desktop computers led the top 5 of the average price of popular category goods.


　　


in fact, the important role played by the price war in the development of China's electric power industry has its historical reasons. In the line on the sale of brand A21 the head of the Chen Yuwen, on the one hand, because of the Chinese electricity business consumers from Taobao training. "Taobao is the first to use price war, so the first batch of Chinese electric manufacturers to cultivate consumers, is very sensitive to the price of that part of the people." We think of the first electric dealers think of Taobao, think of Taobao first thought cheap. Second, in 2008, when the economy was very poor, a lot of bad exports to the Internet to do sales, this batch of sellers are facing the serious problem is inventory, not only clothing many industries are selling inventory, in order to maximize their own interests, the fastest means is the price war. ”


　　


he believes that the aesthetic fatigue of today's price wars has been recognised. "How does the brand develop?" When did you see Louis Vuitton and Gucci every day? We feel that the price war is going to continue this year, but it will be hard to say next year. Now a very obvious trend is that our peers to do the price war businesses, simply speaking is that those explosions, have been dead, so we have been aware of a year or two after a better supply chain and brand of business, will be more easily survive, the business bigger. ”


　　


the past two years is the electric business climbing period, from last year 6 18 to double 11, the whole industry is very lively. Skyworth TV Division President Liu Yan Branch to the south, said that last year, the two 11 days of cats sold 19.1 billion, envy evil people, but this is the electrical quotient of the special performance of the period, this kind of pomp may be gone. "In the 2012 fiscal year, Skyworth's sales in the electricity channel rose from 1.8% to 3.8%, which grew fast, but this year the electricity trader's growth rate slowed compared with last year." After the double 11, the line has gradually reached a balance. This year 6 18 is no better than last year, and frankly, Skyworth 6 18 online sales this year have slipped from last year. ”


　　


　　The consumer's mindset is changing, and the sellers ' business thinking