Electricity quotient game trend rationality home power grid purchase is irreversible

August December-August 18th, the fifth session of the Beijing-East Household Appliances Festival fiery held to a very shocking number of successful ending. From the stock volume, participation in the brand, preferential intensity, this year's home appliances Festival fully demonstrated the Beijing owner of the power grid to buy business good faith. So far, the Beijing-East household Appliances Festival has even run five sessions, not only guide the consumption habits from offline to online transfer, but also promote the traditional retail to the online retail transition trend, at the same time, has accelerated the Chinese home appliances into the Electronic business era of the pace. Promotion: From "crazy" to "rational" compared with last year's 815 Electric Festival, this year's fifth session of the Beijing-East Electrical Appliances Festival has three characteristics: one is sufficient stock, in order to provide consumers with cheap and low-cost authentic licensed, the volume of Beijing-East inventory than last year raised 4 to 5 times times. Second, the brand rich, participate in this year's Household appliances festival brand more than last year, basically include domestic and foreign first-class home appliances brands. Third, the promotion of a strong, this year's promotional activities to take a special model and coupons issued a combination of forms, and the opening of television audio-visual, ice-washing air-conditioning and life electronics three special activities, television, audio-visual, accessories full reduction, not limited to sale, the user can advance in the Beijing-East activity page directly to receive a total of up to 1 billion yuan coupons, Enjoy a variety of promotional activities. In addition, in this year's home appliances Festival, Jingdong also surpassed the electric dealer "crazy" sales circle. The spirit of all-round let consumers sincere desire, launched a more rational activities. In order to thank the hundreds of millions of users of the Beijing-East care and support, this year's home appliances festival has a rhythm, focus on the gradual release of various categories of prices, through a variety of special features, rich preferential forms, flexible peak promotions and other means, so that consumers get more benefits. Customer feedback: Jing Dong is committed to the benign development of technology drive if the Beijing-East Electrical Appliances Festival is walking in the "rational" road, then, to support its firm forward, is the goal of low cost and high efficiency. Jingdong CMO Lan Ye has said that price competition based on cost and efficiency is a norm for the world's retail industry. With the user's consumption mentality tends to be rational, the competition between the electrical quotient is ultimately the cost and efficiency. This shows that the electric dealer wants to win the competition, relying on price blindly "crazy" has been difficult to persist, we must constantly improve the user's online shopping experience, fully highlight the advantages of differentiation, in order to enable consumers ultimately benefit, let their own benign development. This year, during the Home Appliance festival, Jing Dong fully utilizes large data mining and analysis, through the platform on the purchase of hundreds of millions of users and the understanding of their own attributes positioning, the use of precision marketing methods to more targeted and selective diversification means to promote, not only to win more brand recognition and participation, but also really let consumers get more " Desirable "benefits. The numbers are simple and crude, but they have an unparalleled persuasive power: the first hour of the 8 15 appliance festival, the TV sold 1.85 units every 1 seconds. August 15 The same day, Jingdong Refrigerator sales breakthrough 18 million, washing machine breakthrough 10 million, air-conditioning order volume than the activity before the chain growth of 100%; In addition to the traditional large electrical appliances, BeijingEast Kitchen Appliances Daily sales also broke through 10,000 sets, sales breakthrough 45 million mark; In addition, Jingdong small household electrical appliances in the 8 15 during the total sales of more than 300,000 units. From these figures, it is not difficult to see that consumers for the Beijing-East Electrical Appliances Festival is quite recognized. Win in the trend: the consumer website will be the main battlefield of home appliance competition consumers ' recognition is the source of the continued "advance" of home appliances network purchase, the advisory report shows that in the first half of 2013, China's domestic consumer power grid market size of 53 billion yuan, of which, flat-screen TV, refrigerators, washing machines, air-conditioning four categories Up to 13.7 billion yuan. It is expected that by 2015, domestic net purchases of home appliances accounted for the overall household appliances sales ratio will reach 15%, the future market space is very large. Now to the Beijing-East as the representative of the platform, in the field of home appliances channel advantage is constantly highlighted. Jing Dong in the first half of this year to nearly 50% of the share of home appliances in the field of the largest professional online shopping malls, large household appliances sales growth of 150% year-on-year. In this year's 10 anniversary of the promotion three days, home appliance products set a turnover of 1.59 billion yuan, June 18, the day of the shop to sell 750 million yuan, a strong performance to lead the entire industry. At the same time as sales accounted for the rapid growth, we can see that as the consumption habits of upward migration, online sales catch-up traditional sales is the trend. The general view is that the home appliance consumer represents the next 20 years in the direction of home appliance retailing, channel cost is lower, more profit space of the consumer platform, will become home appliances marketing new home. As the home grid purchase into the mainstream of China's retail, the future, Jingdong will also rely on its own electricity quotient "advantage gene", continue to lead the industry's development. Open up the blue ocean: Jing-dong Deep home appliances market new territory in the direction of consumer habits, and constantly accumulate energy leading industry, Jingdong did not stop exploring the pace of the market. At present, the market state of the one or two-line city tends to saturation, gradually become the Red Sea of the electricity merchant competition, including the electricity merchant competition of the Home Electric network to expand from one or two line city to three or four line city, each big electric business enterprise all is opening blue ocean. As an important part of the electricity supply chain, logistics and warehousing will gain more opportunities, and for the electric business platform, both a leading opportunity and a major challenge. In this respect, with 10 years of deep accumulation, Jingdong has formed unmatched core competitiveness. At present, Jing-dong has been built by 6 major logistics centers, 30 city warehousing centers, as well as covering the country's 1197 counties of the huge logistics network. And, for everyone electric distribution, Jingdong also in the active layout, only the first half of 2013, on the expansion of our electricity coverage of the city 200. In the modern logistics, information system support, Beijing-East people can also enjoy the electricity users "211 Limited time", "the next day Tatsu" and other diversified logistics and distribution methods, and further improve the home grid purchase "last kilometer" service. Just as the industrial revolution in the laying of railways can bring about the transformation of production mode, economic structure optimization, the Beijing-East Logistics network to reach the region, it is inevitable to borrow from the rise of online shopping consumption, and it has changed dramatically. In the context of China's consumption upgrade, coupled with the Beijing-East E-commerce platform as the basis for the formation of electric business marketing, logistics services Open, information technology information Services, Internet Financial Services, the four major platforms to support the diversification of the strategic development model, it can be said that the next 10 years of Beijing's glory has been