Electricity Merchants Spring price war

Recently, to shop 1th, Xun network as the representative of the Integrated Electric Business initiative to provoke home appliances, digital category promotion war, and the goal is directed to the industry boss Jingdong Mall. However, after two consecutive years of price war, Jingdong began to consciously abandon the pure low price competition.

Yesterday, shop 1th set off this year's home appliance Digital First round big promotion, this is also its digital home appliances category this year biggest promotion activity. To the online supermarket started the shop 1th, since the beginning of this year formally to the digital, home appliances, integrated extension of the field, the Electric City channel with the online. Online spread of a 1th shop vice President Wei's internal mail shows that the big promotional mobile phone category as a price-cutting vanguard, thousand or more of the smart machines, all models are cheaper than the Beijing-east cheap at least 100 yuan. This also makes this big promotion target to Jing Dong.

Coincidentally, just in the near future, mainly to 3 C digital Xun network is also a high-profile launch of home appliances City channel, to Jingdong Mall and Su Ning easy to buy to launch a challenge. In order to tie in with the home appliance City on-line, Xun together Haier, Gree, Hisense, Grant and so on domestic household appliance industry giant launched "The Kaesong Ceremony" the National promotion activity, only sends the cash RED envelope one item to reach the billion yuan scale. As early as last year, Xun identified a massive expansion strategy to enter the home appliance market, and Xun had just completed the largest round of organizational restructuring, with a clear geographical expansion and category expansion as a core strategy for the 2013. It is revealed that the expansion of household appliances category will become the first step of Xun expansion, Xun internal for the 2013 household appliances sales are expected to reach 508 billion yuan.

According to the data report published by the Eric Consulting, the 2012 China online shopping market, the business of the transaction size of 386.99 billion yuan, the market growth of 95.1%. As an important component of the consumer, home appliances retail consumption of the focus is also constantly migrating to the line. Generation after generation is becoming the main force of home appliance purchase, at the same time, the popularity of the Internet of young consumer groups and its dependence on the degree that they are in the consumption of "online shopping" as the first choice.

Analysis of the industry, home appliances, digital is the capital of the east, but also one of the most strong Beijing east. With the entry of 1th stores, Xun and other integrated business operators, the electrical business in the field of home appliances competition will be further intensified. However, for the 1th shop and Xun's active challenge, and did not attract Jingdong mall and other big guy. Jingdong Mall chief Operating officer Lan Ye recently said that the electricity industry competition can be divided into four stages, the first stage is price competition; The second stage is the competition of marketing services; The third stage is the competition of the customer experience; The fourth stage is the competition of the brand. "Now we are at the end of the first phase and the second phase is about to begin." "Lan Ye said. In the industry's view, Lan Ye This statement, in line with the Beijing east since the beginning of the strategic adjustment. After two consecutive years of price war, Jingdong began to consciously abandon the pure low price competition.

At the beginning of 2013, Jing Dong CEO Liu this year as Beijing East "recuperate" a year, and announced that in the fourth quarter to achieve profits. And in the near future, Liu in the company's internal training will be the value of the construction of the unprecedented height, and asked all Jingdong staff should always embrace the "waiter attitude", put low posture, adhere to the "Customer first" value of the core. Liu introspection, with the rapid expansion of the company's marketing team in recent years, some of the staff's service attitude has caused him to be very worried. The reputation of jingdong is not as good in the industry as it used to be, and the overall quality of the team is declining compared to 10 years ago.