Electric Dealer Double 12 promotion hard to find price war: Analysis says has lost too much blood

Original title: Electric Dealer "double 12" promotion hard to find price war

Beijing News (reporter Liu Xia Lin Chiling) compared to "Double 11", Yesterday, "double 12" promotional electric dealer discount is not big, basically did not appear price war situation. There is no enthusiasm for consumers. According to the data, compared to the previous day, the main electric dealer's website "Double 12" traffic growth of only 78%, less than the "double 11" the current rate of increase in half.

Influence is far less than "double 11"

According to http://www.aliyun.com/zixun/aggregation/10401.html "> NetEase Youdao Data, as of yesterday 5 o'clock in the afternoon, compared to the previous day, the total flow of the site increase 78%, before, NetEase Youdao published data display, As of November 11 5 o'clock in the afternoon, the total traffic of the electric Dealer website Rose 177%, double 12 flow rate is less than double 11 half.

Yesterday, a few major electric dealers only Dangdang, Xun net two foreign disclosed "double 12" sales. As of 12 o'clock noon, Dangdang Overall sales breakthrough 50 million, of which clothing Shou breakthrough 10 million, the relevant responsible person said, "Double 12 is expected to break the double 11 hit a single day sales 100 million records." "Xun said the number of orders will exceed 200,000, sales are expected to surpass the" double 11 "day.

However, this time more electric dealers turned to "alternative promotions", emphasizing interaction and fun. For example, Taobao no longer rigid demand discount rate, Jingdong Mall send beauty Courier delivery, Xun network stressed "three send a day."

The electric appliance merchant did not take the price war as the core competitiveness, caused its influence to be far weaker than the double 11. "Help 5 buy" data analysis, "Double 12" on the day, the main business businessmen express less discount, have introduced coupons, gifts points, member discounts, rebates and other "stealth discount."

There are consumers do not buy this, netizens mashasanity evaluation Way, the seller did not like the expectations of the same substantial price reduction, very disappointed. Industry insiders said that because of the need to clean up the inventory of businesses, as well as the financial performance of the finale, the electrical business is often happy at the end of the "artificial festival", but experienced "double 11" after all kinds of abuses have been exposed, consumers difficult to "double 12" to mention enthusiasm.

The "Double 11" hangover is still

Industry insiders said, "Double 11" exposed out of stock, express delay, unable to login and other problems let many consumers leave regret, and "double 12" in some degree is the "double 11" to make up, although in the "double 12" period only Dangdang played 50 percent low price, from the sales data, Low prices are still an important factor to impress consumers.

Sina Weibo certification for the Beijing Tak Wah Yongsheng Trade Co., Ltd., the director of Electric business operation of the old song on the microblog said, this year, the price war, from 618 to 815, from double 11 to double 12, too frequent electricity price war has made many consumers have a promotional fatigue, the price war increasingly numb.

Many consumers in the interview with reporters also said, "Double 11" to buy things are still a lot of useless, "double 12" really did not buy power. The effect of price war is weakening, the electric business enterprise needs to find new sales growth point.

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Electric dealers have "bled out" too much

The triple factor determines that this year's double 12 will not be a rival price war, Su Ning said.

First of all, the November ultra-low price baptism often brings industry consumption of the empty window period, simple price appeal is difficult to stimulate consumers desire to buy. After too long, the price stimulus has been unable to visually impact consumers.

Second, this year's price war frequency far more than in previous years, the industry generally face the problem of excessive blood loss, the last one months is the key month of financial statements, many of the power is not enough to pay attention to the quality of the operation of the market size of bleeding.

Third, the price war has no subject object, the essence of the price war is comparable between the price of goods, but and the two 11 different, the double 12 main Taobao is basically belong to the small public long tail of merchandise sales, the main business category of business is the demand for a large standard products, do not have the basis of price competition. (Lin Chiling)