Electric Dealer price war: from win to 0 and

Really do not want to pull http://www.aliyun.com/zixun/aggregation/34463.html "> Electric dealer price war." Pugo used to work at a third party consulting firm, every price war, our electric business analyst is very busy, the reporters on the telephone to ask some old cliché questions, various programs invited to publish some irrelevant views; received more telephone interviews and program invitations, the first to hear is to ask the price of electricity dealers, want to die heart have, Because the electricity dealer price war, last year has, this year is engaged in, next year still will fight.

As consumers, the electric dealer price war propaganda flooded TV, newspapers, networks, we will inevitably become the focus of attention, but obviously, the activities of the month, and even every day, those who cut prices, 0 yuan to buy, send coupons promotional activities have become increasingly difficult for consumers to produce timely impulse. Of course, from the point of view of the shopping site, such gimmicks are still very necessary, short-term attract a lot of attention, flow and order volume are significantly increased, but as to whether it can "make more health", this is not easy to say.

China's online shopping development to 2013, the overall market has entered a mature stage. To large-scale publicity as the characteristics of the price war, is conducive to online shopping continues to the offline retail to eat; but online sites clearly do not have the same idea of the enemy (offline). If you say, the previous two years of major websites can also share the results of the increasing penetration of the retail line, 2013 years later, the online home appliances business site between the 0 and the trend has become more and more obvious.

The double wheel drive to promote the development of online shopping is the number of net purchases and the amount of net purchase per capita. From the number of online shopping, mainstream electricity users are still concentrated in the mature north of the big cities such as Guangzhou, the vast number of three or four lines and rural areas have not been dug out too large user increments, 2012 net purchase user for 242 million, 2013 net purchase user's increment will be around 20%, if want to support net buys 50% of increase, The amount of net purchases per person must increase significantly. And China's demographic dividend gradually disappeared is an indisputable fact, the major network to buy the platform's user overlap is increasing trend, the major electric dealers to participate in the price war, they compete for the same group of users, users 0 and become inevitable. Based on the three or four-line city of the only products will be in the past few years and the mainstream electricity to form a differentiated competition, the overall development is good; in the only products will enter the first-tier cities and major sites open special selling channel background, only the goods will and the home also quickly to 0 and the game.

In the previous two years, the third party companies in the distribution of electricity market share of a very interesting phenomenon, several big electric dealer site share of the increase. The cause of this phenomenon is indeed the power of the strong in the field of electricity, and gradually squeeze the other small and medium-sized electric business survival space; On the other hand, several major electric dealers due to various considerations, all the increase in market share for the purpose, in the external data has a greater moisture. 2013 years later, no matter how the major electric dealers operate, the market share between them can not avoid the 0 and the situation, which is not able to solve by money. Two home appliances business giant inside, Ali want to use Taobao plus days cat more than 1 trillion concept to seek high market value; and Beijing east to rely on their own in China to take the lead in the field of the dominant advantage to impact on the IPO, and has been reported by Su Ning, when, Xun, gome and other inevitable losses, they tend to dilute the real financial data. The market share of major electric dealers 0 and inevitable, in the future may appear each website for their own listing or market value, each other to reveal the truth of each other, questioning the authenticity of the other data, from the actual situation, the current electricity industry is really very large water.

The electric dealer price war, the gimmick is the low price, actually is the marketing war, the saliva war. It is true that some of the electrical business enterprises secretly to achieve tacit understanding of the situation, but most of the electric business between the "war" has a confrontational nature; the best understanding of a business is often its competitors, the electronic business site play mostly brutal, they release each other's negative news is very common. And in China's electric business industry, the so-called moral norms can not play a role in the war, the big Electric enterprises organized some media and five Mao party, one is to publicize their positive image, two do not forget through various channels to release opponents of negative news. Shopping malls such as the battlefield, the major electric network of this behavior, play is also Word-of-mouth 0 and the game, is likely to result in a double loss.

The electricity merchant price war, each appliance business enterprise only concerns the short term visit quantity the rise, and ignore the user disappointment and return after the long-term loss rate, and price war for some enterprises, only 100 of the strength, but to act as 250, because the experience is not up to, each dozen a price war, Word-of-mouth but increasingly poor. As a kind of propaganda means, the electricity merchant price war, to the overall electric business industry promotion effect is weakening; as a kind of competition way, the negative influence of the electricity merchant price war on each participating website is enhanced. No matter how brilliant the results of the foreign propaganda, the actual situation is mostly unsatisfactory, the stage of the opera people are very hard-working, the audience is more and more do not buy, only some media and micro-broad received a PR fee, acting as a support in the vigorously applauded.

[Huang, research director, Internet industry analyst, micro-credit public, "Universal Society" (Micro-signal: Puji-she)]