Electricity dealer price war 18th staged showdown: industry seating or to be seen

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As the industry predicts, domestic electricity dealers will have their biggest showdown in history this month 18th. Yesterday, Alibaba's Day cat announced in the "Double 11" to promote outside the "618 Carnival", the first head-on Challenge Jingdong Mall Celebration Day. This means that the marketing campaign in the field of domestic electricity business has shifted from implicit dark warfare to confrontation. Insiders predict that the most fierce price war in the history of this round will have an important impact on the industry seating.

The cat 40 million is invited to war with Jing Dong

After a long period of "dark fight", the Sky Cat finally launched a positive challenge to Jingdong Mall. Time is exactly the Jingdong Mall store Celebration Day.

Yesterday, the cat announced the creation of "618 Carnival", and starting today for consumers "no threshold delivery value of 40 million yuan of cash red envelopes." Red envelopes can be available on 18th in the Sky cat, without any restrictions.

Reporters check the "618 Carnival" game rules found that the cat's flagship "0 threshold." "To receive the 0 threshold, consumption 0 threshold, no commodity restrictions, the balance can continue to spend." We don't care about how many deals we have, but how many consumers get the benefits. "Day cat related person to say. According to the reporter understand, this "big" marketing campaign, only last year's "double 11" can match.

Positive Challenge Jingdong Mall is not just a cat. One months ago, Suning Tesco announced the launch of the "E18" promotion. According to Su Ning easy to buy aspect introduction, "E18" is in every month 18th all want to carry on a "Tempest" type of big promotion. Insiders believe that the "E18" in 11 are "green leaves", only June 18 is the focus. Li Bin, the executive vice president of Suning and Tesco, also said that the "E18" will be played this month, after the "full book 0 Yuan purchase" activities will again debut.

The most wonderful "6 18"?

In the face of the cat and Suning easy to buy two powerful enemy of the invitation to battle, Jingdong Mall This eight anniversary of the celebration, doomed will not be safe.

As early as one months ago, has been in Jingdong Mall in the excellent purchase network CMO Xu Forecast, Jingdong mall this year's store celebration will be different from the past. "This year's ' 618 ' will be the electric business of the national carnival, and the cat's ' Double 11 ' echoes." ”

The facts are also moving in this direction. This April, suning Tesco first provoked a price war. In the following one months, Amazon China, the cat, Jingdong Mall, Tencent Electric Quotient, Dangdang, Bowser network, easy to network and new eggs China, such as nine Taiwan businessmen have joined the melee, electric business enterprises began close hand-to-hand combat.

In the industry's view, the fight to date, the appliance dealers are waiting for "618" coming. For industry giants, "618" sales data will become an important basis for market sequencing, for the "giant" outside the electric business enterprise, "618" brought by the national carnival also means sales increase.

There are data show, Taobao "Double 11" period, the appliance business enterprise even if do not do too many marketing activities, order volume will be associated with a rise of more than 30%.

There are also industry speculation, in the future, "618" will be the same as "double 11" to become the annual festival of the electric business industry. "Double 11" from Taobao set up a platform, "618" by the Jingdong Mall launched, the formation of the field of electrical business for half a year to celebrate the situation. "From a traditional retail perspective, both mid-June and mid-November are in the relative off-season of the retail trade. Electric dealers at this time ' create a festival ' with less effort. "said the owner of the business.

Industry seating or to be seen

From the beginning of "each other", to today's "confrontation", electric business marketing has undergone a great change in mode. Although Jingdong mall officials said yesterday, Jingdong Mall will also follow their own rhythm to do marketing and shop celebrations. But from the competition of the active invite war, will let Jingdong mall feel the pressure, thus affecting its operation trend.

Industry insiders believe that this "point-to-point" sales campaign is a special product of the Internet field, but also a new carrier of the development of the carrying industry. From the experience of the past, the current pattern has been determined by the search field and portal sites have also experienced such as the electric dealer is now such a crazy period of confrontation.

As a new retail business, electric dealers have refined the traditional retail marketing cycle "years" to weeks, days and even minutes and seconds. "Electric business marketing has been refined to the extreme, which also indicates that the industry may be about to decide the outcome." After the price war has been silenced, the electricity quotient pattern may reshuffle again. The era of a few big industry oligarchs to decide the market will come. "said one industry analyst.

Commercial newspaper reporter Chong Xiao Meng