Electric Dealer "Double 12" smoke up price war fatigue under the creative competition

Source of manuscript: Shanlong

The "Double 11" craze has not completely receded, the "double 12" horn again sounded. Recently, the famous electric dealers have announced the December 12 to participate in the online shopping war. Promotional means than "Double 11" richer, in addition to the indispensable price war, Jing Dong's Beauty Girl Courier is already attracted many netizens eyes. "Double 11" victory has still been talked about, Taobao seems to be more brilliant to launch the impact. Reporters in the understanding of the situation after many times, after a number of prices after the war, whether it is electricity, manufacturers or consumers to such a "festival" action produced a certain degree of numbness psychology, more consumers said, "double 12" will not buy things. ”

Electric dealers rush by originality

"Double 11" of the war has not completely dissipated, the major electric dealers began to put into the "double 12" battle, compared to the previous collective price offensive, the electric business launched an alternative way of marketing, launched a number of highly creative promotional means.

Taobao is the biggest winner of the "double 11" electric Dealer price war, its announcement this year "double 12" period will discard the traditional way of discounting, adopt a two-way game of buyer's seller interaction, that is, set up by the buyer "the Desire Price", again by the seller according to the request adjust and finalize the sale price. As an advocate of last year's "double 12" promotion, Taobao has harvested 4.38 billion of its turnover last December 12.

There are beads of jade in the former, this year, in addition to Taobao, other electric dealers will not be willing to give up "double 12." Jingdong Mall will "double 12" named "Member Care Day", the main service card, known as "white suit the United States", that is, the price of Chinese cabbage, service upgrades, beautiful send Express.

Suning easy to Buy is played "public service card" for "Double 12" launched a 20-day "One Love in the end" activities, at the same time, Suning Tesco again launched "million goods 0 yuan purchase.

Gome Online is not only for the December 12 single date, but the entire network reserve price continued throughout the December, the overall profit margin of billions of dollars, is the "double 12" electric business in the longest duration, the strongest promotional activities.

In all the electric Dealer's website, the PAT net of Tencent Electric Network is the late announce to participate in "Double 12" war, Main is 50 percent cap and "charge 100 Rob 50" cash coupons activities, Pat will this "double 12" activity known as "Crazy Rob Festival", Tencent's Xun network is a big dozen 50 percent cards.

China E-commerce Research Center Retail Department director Mo Dai Green told reporters: "Compared to the previous price war," double 12 "seems to be more creative, but it also reflects the price war in some extent the attraction has become less and less, consumers to the electric business war has been a little numb, which forced the electricity dealers must jump from a single price war, Creative competition. ”

Electric dealers have taken "non-general promotional means", the aim is nothing more than to make people eyeball, to the greatest extent arouse the enthusiasm of consumers to buy. "Because if only the price war, this and" double 11 "no difference, at the same time and close, certainly not good effect. Zhao, deputy director of the research department of Consumer Economics, Ministry of Commerce, said.

Consumers are beginning to numb

As Mo Dai Green said, this year, the price of electricity business, from "618" to "815", from "Double 11" to "double 12", too frequent the price of electricity dealers have caused many consumers have been the promotion of fatigue, the price war increasingly numb. Many consumers in the interview with reporters also said: "Double 11" buy things are still a lot of useless, "double 12" really did not buy power. ”

In the financial industry, Miss Qiu told reporters: "Double 11" I bought about 5,000 yuan of things, there are really a lot of things piled up useless, see its price is not too cheap to consider practicality; "Double 12" I might look at it, but not necessarily buy something. ”

Mo Dai Green said: "Double 11" of the Amazing deal record has produced a certain overdraft effect, many consumers have not been involved in follow-up promotional interest; On the other hand, "Double 11" crazy Rob also exposed some problems, which also makes some consumers of the network to buy off, forming a great negative impact. ”

Taobao operating clothing Miss Liu to reporters frankly: "Double 11" promotion, our shop activities are 50 percent caps, the result met many customers bought 10 underwear, and one after this node, the business of the shop plummeted. ”

"Double 11" exposes the problem, mainly is the system and the logistics two aspects. China Electronic Commerce Research Center released the "double 11" network to buy large promotional user experience data Express, there are 45% "double 11" consumers, all said that the day shopping is not smooth, at the same time, "double 11" the same day the sale of hundreds of million of shops, in the subsequent two weeks return rate is on weekdays 9 times times, of which 30% Because the distribution is not timely.

Too frequent promotions not only make consumers feel numb, but also let the major electric dealers bear the enormous pressure of cost. Recently, Suning easy to buy executive Vice President Li Bin on the public complain, December electric dealers did not price war, is currently in the "double 11" Ultra-low Price Baptism market empty window period, price stimulation no longer obvious.

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Mo Dai told reporters: "Now is not the electric dealers themselves to provoke such promotional festival activities, they are also passive." If you do not participate in such promotions, for the electrical business, means that the loss of customers, which is currently in the rugged competition of the electric business, is undoubtedly fatal. The