Electric business melee 618 and World Cup: Mobile end of new battlefield, O2O preliminary test water

is another year Jingdong 618, but also is the 4-year World Cup, plus the traditional 6-8-month promotional season, the electrical business site will not pass this promotional opportunity, have started a variety of marketing activities. Unlike in previous years, the mobile end became the focus of the Beijing-east and Ali, and low price encirclement and suppression of Beijing-east, O2O test water has become a new aspect.

Mobile End War

Mobile electric business is a new battlefield, who can finally master the Mobile Power Market initiative, will affect the future pattern.

As the founder of the Old Net shopping festival manufacturers of Beijing-east and Alibaba, this year shifted the focus of mobile end, the former before the listing to accept Tencent investment, micro-letter, mobile phone QQ, such as a portal, the latter has recently acquired UC expansion of mobile end entrance share.

Previous data showed that the Beijing-east from the mobile end of the sales accounted for more than 10%, but in the start-up micro-letter first-level entrance, than the original two-level import sales increase 8 times times. The SEC file that Ali just updated shows that its mobile-end turnover rose to 27.4% from the top 10.7.

As early as the beginning of June, Jing Dong through the client, micro-mail and mobile phone QQ issued a value of 1 billion yuan in Beijing East red Envelopes, hope to promote the development of users by promoting mobile shopping habits. And in line with the World Cup, Jingdong Finance is very proud of its tools network silver Wallet also launched football quiz win awards activities, hoping to promote the financial business.

Ali, through just released "code on the Amoy" Strategic layout Move: Days of the cat will be linked to more than 300,000 lines online merchants, through the mobile phone Taobao client sweep "code" way, not only can receive the cat prepared red envelopes, lottery tickets and business coupons and a variety of privileges, hoping to use a new way to drive sweep code business opportunities.

Tian Shi, vice president of Analysys Business Solutions, said as the domestic electric business two oligarchs, Jingdong and Ali became the focus of attention, the two major electric platform will be in sales methods, selling efficiency, logistics distribution, data operation, mobile end diversion and platform system for a comprehensive competition.

Preliminary test water of O2O

Jingdong and Ali, in addition to the mobile end of the fierce competition, in the O2O is also used to do all the work, but the two sides are going to go a different way.

Jingdong O2O uses the opportunity to cooperate with convenience stores, through the integration system to create a new type of retail business. In the 618 phase of the Beijing-East Airlines charter flights to direct, the whole cold chain distribution of the United States car to send a child forward activities, but also with Beijing, Shanghai and other cities to cooperate in the convenience store to carry out "Jing Dong red 1+1 Buy to send" activities.

And Ali's focus is still "sweep code" strategy. Although the outside world thinks this is Ali realizes the big O2O another attempt, but Ali COO does not like discussing this topic, he thinks O2O is a false proposition.

He believes that the links between the different industries online and offline, the promotion of different products to Internet ideas and Internet behavior to support the new business, this is an inevitable process, but in different industries, the choice of ways and business model will not be the same.

Ali this promotional "code on the Amoy" strategy, with the help of mobile phones Taobao mobile terminals, "code" will become a new channel, from the identification of information to provide services, merchants can precipitate customer relations, through the online-offline trading closed loop.

Owns online + offline Gome, also hope to be able to accumulate some O2O experience through this promotion. They combined Baidu Wallet launched "Please the people of the country free beer" World Cup event, fans as long as the United States online or Baidu Wallet pay 1 cents, you can go to Gome online stores from the 6 to listen to Harbin beer.

"This is our attempt at O2O to see if the process is going to be smooth." "said Huangxiangping, vice president of the Gome Online marketing center.

Parity "Jing Dong 618"

Compared with the previous price war, we emphasize the low price although also will play the slogan of saving money, but Jingdong and Ali have shifted the emphasis to "play" on, but still have the electricity business website insists the low price, the representative is Gome online and Amazon (325.62,-2.00,-0.61%) China.

In fact, from the results of the promotion war over the years, a lot of testing data show that the Amazon China is the most affordable, but more users by other electric business website more publicity. Also from last year, Amazon China began to change its strategy in China, but also actively joined the price war, I hope that "every day Low-cost" strategy to make users familiar.

In this promotion, Amazon launched the "comparison Month" theme, based on Amazon's global system for the whole network parity, especially the key promotional commodity prices, will be based on the parity system for minutes of high-speed operation and change the price, covering books, apparel footwear, home appliances, such as 32 of major categories of hot goods.

Also unwilling to "consumers are blinded" and gome online, Huangxiangping to Sina Technology, because the previous relatively low-key, gome online is not familiar with the user, he expressed hope that through the promotional, let users know in this part of the electricity, gome online prices than the east has an advantage.

He said Gome online This 618 investment in resources and advertising are the largest in years, including 3.2 billion cash coupons free collar, 32 per day, "broken plate price" of a single product, buy your company (consumers find more than Beijing east of the award for 100 yuan, buy your compensation for 300 yuan) and other activities, and in the distribution of the introduction of three days, Precision distribution and other measures.

Gome Online has high hopes for this promotion, and expects traffic and sales to grow 5-8 times.

In addition to Gome online, the supermarket category of 1th shops are also to the Beijing East 618 to launch a challenge, high-profile launch of the 3C category promotional activities, and shouted "mobile phone appliances seconds kill 618, to ensure that the 50 yuan lower than the Beijing-east" slogan, the same hope in this promotional campaign to compete with Low-cost market, diverted Jingdong users.

Differentiation strategy

With the Beijing-east listing and Alibaba's preparation for the listing, in volume and specific experience of the difference, the electrical business industry pattern has been gradually clear, and in this promotional battle, many electric companies focus on the dominant category.

The book category to start the Dangdang, in this promotion launched 500,000 kinds of books 50 percent discount activities, and its another focus is the category of clothing. According to the earnings, clothing increased by more than 100% per cent for 6 consecutive quarters, and the flash business last May contributed the most to the growth of clothing, baby and other categories.

In this year's promotion, Dangdang is not like in previous years has always used 3C to attack Jingdong, but the choice of enhanced flash business, launched June 16 June 22 clothing tail goods 30 percent snapped up activities, hoping to continue to pull clothing growth.

To department stores, imported food is good at shop 1th, in addition to the 3C parity in Beijing, the more important thing is to launch the "Tip of the World Cup" food promotions, the introduction of nearly thousands gourmet wine drink 50 percent sold, and in line with the World Cup launched Beer Festival activities: More than 1 million listen to imported beer 50 percent sales, including Swan Fort and other well-known black beer are in the promotion of the list.

Last month, just listed the beauty of the United States and cosmetics products, by June launched the "listing Thanksgiving" activities, the introduction of the 199 yuan minus 100 of the big promotion. Special Sale website will also continue to emphasize its characteristics, the introduction of more than 400 brands full 10 percent activities, focusing on the introduction of some international big-name to improve the original "two or three-line city" shopping positioning.

Of course, there are some cool people in the carnival promotion, such as van. After a series of adjustments, after the reflection of the customers began to use the "millet thinking" transformation, began to emphasize the quality of new products. There is no special emphasis on promotions on its web site, but there is also a campaign to buy back-quarter purchases, hoping to solve the inventory problem with a 618 flow dividend.