Electric merchant Singles Day at war

mixed with true and false promotional price war, played the August ushered in November "Singles Day", although many users believe that the price war is more of a gimmick, but it is undeniable that high-profile promotion of the electric business enterprises have achieved the flow advantage.

According to Sina Science and Technology report, in addition to the Beijing-East, the cat these big comprehensive platform, home appliance class website also through the price war to make full flow, but very few to participate in the price war clothing type electric business flow is showing a downward trend.

Tian cat, Jing Dong and other seven major electric Shangyo war "Singles Day"

This Sunday, the domestic electric business field of November 11 promotional festival will be, this day also dubbed as "Singles Day." According to the Beijing News, this year's "Singles Day" for the first time in the weekend, the industry as the "last price war 2012" battlefield. At present, there have been Jingdong Mall, Dangdang, Cat, Suning easy to buy, Gome, Amazon, Tencent Xun network, such as Electronic Business website in advance announced their own promotional plans.

Among them, the cat's plan is similar to previous years, in the 11 11 day 50 percent discount, other electric dealers are also a wide range of promotions. Gieggio, the head of public relations with the cat, said that the addition of other businesses is inconvenient to comment, the cat only focus on their own things.

For "Singles Day", Jing Dong appears relatively low-key. 5th Jingdong Mall said that there is no specific information on the November 11 promotions, but the "Desert Storm", which began in October, has included the promotional content.

Tencent's electric Shang network specifically proposed: Users in the Xun under the purchase of goods out of the library, if found that the actual purchase price of goods higher than the prices of the same goods in Jingdong, you can claim the difference part.

October 31, Dangdang announced the arrival of the cat, when the letter to the supplier, said that "in response to a site to provoke a lower than the cost of promotional price war, forced to launch a counterattack." The industry is considered to be a challenge to Beijing east.

In addition, a few days ago, Beijing Suning also held a press conference, the first high-profile about the "Singles Day" Electric War. Suning announced Suning appliances (002024, shares), Suning easy to buy, le buy shi bi-brand three industries joined the "double 11" promotional campaign, the launch line under the full category of the same price promotion, the Beijing market will impact 600 million targets.

According to Beijing Suning disclosed the information, the Su ning promotion means mainly includes "line on-line same price promotion", "issued 10,000 copies of 111 yuan general red Envelopes", "micro-bo low price snapped up", "Shopping coupons" and other means, "is expected to pull down the overall market average 20%." ”

Gome Online Mall general manager Handepeng said Gome's preparation from one months ago has begun, the price will be "unlimited category, unlimited brand, unlimited model, unlimited quantity" to ensure the lowest price.

"8 15" period, Jingdong Mall CEO Liu had shouted "negative margin" slogan, this time, many electric dealers still said will take "lose money yell" strategy.

Xun Network operations director Pan Biao said, the hurricane action overall marketing costs will exceed hundreds of millions of yuan. "Xun net 3-5 years will not have the profit request, this promotion also does not have the profit request." "Pan Biao said.

Dangdang related people also said that during the event, suppliers and when all will have a lot of input, may be low margin or negative margin operation, do not rule out the ultimate in order to let consumers in the promotion of the possibility of loss.

"For activities, we have not calculated inputs and outputs. "The cat is now making money, and the profit margin is not low," said Gieggio, director of public relations at Cat's Day. As for entering the business is to earn is to compensate, will have their own consideration. ”

Gome Handepeng also predicted that the price war, the United States will maintain the overall profit status, to ensure that no loss. But he also said "it doesn't matter if you don't make money, you can't lose at the starting line." ”

(Securities Times News Center)

NetEase's Shopping guide integrated Platform benefits Network released data show that since June, the release of the market traffic accounted for the ranking, October compared to June to see a lot of change, Xun, gome, excellent purchase flow from June began to rise more obvious; this has to do with the price wars that have been non-stop since June.

One of the first echelon, the two household appliances business cat and the total volume of the Beijing-East flow rate has been higher than the 50% per cent of the traffic, and on the other hand, where the customer sincerity goods, good music buy, the MAI test forest October flow compared to June accounted for a significant decline. Where the goods accounted for less than 0.4%, good music to buy accounted for a reduction of 0.3%, the wheat forest accounted for a reduction of 0.2%, and these vertical electric dealers rarely participate in price war.

Huihui Network provides another data show that from May onwards, where the customer prudential goods flow accounted for a downward trend, in October for every customer prudential products anniversary, the flow accounted for a rise, but still fall 34% compared to May. Also for the apparel category of vertical electric dealers good buy, Macaulay, Vjia, Dream Bazaar also starting from May, the flow accounted for continued decline, respectively, down 40.7%, 35.4%, 33.7%, 18.1%.

Compared to the downturn of apparel category, 3C category because of the encirclement and suppression of all kinds of promotions, also brought a significant increase in traffic, which represents suning easy to buy, Bowser, easy to hear and so on. To Suning easy purchase for example, in the encirclement and suppression of the June 18 day of the Beijing-east, its flow rose 175%, August 15, Beijing-East Suning Big home appliances price war, suning traffic rose 706%.

Analysts believe that the vertical electric dealer in this half-year flow is declining, the brand's own brand investment also due to the adverse economic environment is gradually reduced, resulting in a decline in traffic. So more of its own brand of vertical electric dealers in order to obtain more traffic and users, may be more settled into the days of the cat, Suning and other platform electric business.

(Securities Times News Center)

And in the early days of the network brand is different, this year, including Yintai department stores, Metro, Grand three cell, state paint, Cofco, hundred Li, and other traditional retailers shop also to double a network to promote strong interest. The traditional retailer to join in the electric business promotion, indicated its to the online sale attitude change, to "double 11" may bring the flow and the order recognition.

Wang Zhouping, an assistant analyst at the network retailing Department of China's E-commerce Research center, said whether it was a wise choice for traditional brand makers to win sales surges by discounting "sale" brands. The increase in order volume easily caused by slow delivery, customer service, such as full discount services, such as the loss of customers, brand depreciation, upset channel price system or outweigh the gains.

The "Double 11" This year looks unprecedented, but in essence it is still a promotion, despite the hype from major electric dealers.

Prior to this, Jingdong Mall and Su Ning easy to buy and other involved in the price war, the NDRC was characterized as "suspected fictitious price, fraudulent consumers" or the promotion of the significance of a certain precedent.

Last year, the singles festival during the sale of "first bidding after the price", "Be refunded", "slow delivery" and other sequelae let many consumers feel disappointed, and the usual promotional methods to distribute coupons, red envelopes, points, but also because of the use of limited to some consumers lost attraction. Consumers who have been "fooled" by electricity dealers will be less likely to buy this promotion, and will buy into it.

(Securities Times News Center)