Electric trader in spring Cosmetics war

The author presses: Whenever the electricity trader carries on the price war, the marketing war, the author always pie, dismissive. Because this kind of trickery is too old-fashioned. In fact, in short, is the line of discount promotions only, the radiation of the user group a little larger. Nowadays, the price war is to see the smoke, no results, laughable just.

At the beginning of March, electric business 3721.html ">2014 first price war." and "Double 11" and "Gold nine silver Ten" of the whole category promotions, the price war is mainly aimed at women's consumer market. Further subdivision of the words, is basically cosmetics, skin care products price war. The price war by the focus on the female consumer market, the vertical electric launch, originally hoped to be able to create the first quarter of the shopping peak, but the result is "miserable."

Horse Spring Cosmetics electric business war high-profile opening, and finally, a low-key end, several electric dealers spend countless advertising fees, finally but hastily ended, not let people sigh. You know, in the past, the electric business war, always attracted countless users attention, and finally the electricity trader earned a full bowl, the worst also has one or two winners. This time no doubt to the industry a warning, their own playing high, does not mean that users will buy.

The price war is ignored, the electric power business is helpless

This round of price war, vertical electric business toss of delight. The same as last year, the Lok Bee Network is still the main "Peach Blossom Festival." And just buy le bee net only product will, also specially came to the music bee nets, add "Peach Blossom Festival." Beijing East Makeover, the previous "Spring Thunder Action" to "Butterfly Festival." We will certainly not miss the feast and join in. Realistically, this spring's price war is far bigger than last year's. For example, the BoE said, "advertising investment is comparable to 6.18 and double 11".

But the reality is very cruel, this price war appears wool, almost failed to set off a wave of upsurge, many consumers simply do not know that the electric dealer has played a price war, even the electric Shangdou to the activities of the sales performance remain silent. Data can show everything, to Le Bee network, for example, last year, the flow of Lok Bee net compared to the traffic rose 358%. But this year, the flow of the Lok Bee net only rose 201%, obviously not as last year.

There are many factors that can happen. For example, marketing positioning is not correct, female consumers in this season does not make cosmetics "cold", such as the propaganda way is too simple, failed to cause consumer resonance ... But the most important thing is that consumers are more sensible and insensitive to frequent price wars. Simple to "price" as a weapon not only let the electric business kill 1000, since the loss of 800, but also let consumers ignore it.

Consumers are dissatisfied when fake prices disappear

The reason why consumers will ignore the price war is because the price war has a lot of fishy. Among them, the most disgusting nature is "false price". The electric dealer's consistent routine is to mark the original price, and then to the bright red characters to indicate the price, in order to highlight their discount strength. But is that really the case?

With "Philippine Poem Shop Herb Cherry Foam Cleanser (170g)" For example, a vertical electric dealer to its label market price is 39 yuan, only the same products on the same product, the market price is labeled 52 yuan. If consumers do not use the price comparison software or the product is not familiar with the natural will be "fooled"-only the goods will be discounted after the sale of 20 yuan, the decline of nearly 2/3, but other electric dealers usually will give the price after the discount, or even cheaper than the only goods. And has careful Netizen discovers, during the activity, "the Posture Lan Liang Rouge (5.8g)" In a certain electric dealer's promotion price is 27 yuan, but after the activity ended, has dropped to 23.9 yuan. How does a similar kind of behavior not let consumers abandon?

The other thing that consumers can not tolerate is the so-called "rebate", not only the amount of purchase restrictions, there are time constraints, commodity category restrictions, so that people are called. These returned coupons appear to be beautiful, and finally fell into the hands of the electricity business, consumers also bought a lot of useless goods.

More funny is that the cosmetics big promotion, the major electric dealers invariably played a big hit "genuine" brand. Le Bee Network held a conference to put forward 100% without parallel imports, the genuine commitment; The United States to establish an authentic alliance to publicize its products is the real goods; The original purpose of the electrical business is good, is to explain their sales of cosmetics for real goods. But it is so that every "fidelity" propaganda corrupted the reputation of the Internet to buy cosmetics, so that consumers mistakenly think they are guilty to repeatedly stressed that can be said to steal the chicken is not a reverse etching rice.

The major electric companies to hit the big money to publicize, but if not to understand the basic positioning, the user's mentality, can only be wasted. In the era of user supremacy, and then want to users "play" between the palm, no longer the user as "dry food", only soldiers defeated Waterloo. (Sci-fi Galaxy Constantine/Wen)

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