From "Price" to "value" of electricity quotient competition

Wen/Shanhai

Less than a week before the 51 Golden Week, a new wave of home appliance sales season is coming. To the days of cats, Jingdong, gome electrical appliances, suning appliances for the representative of the electric business platform, offline home appliances stores are gearing up, eager to get a piece in the sales season.

However, about the sales competition, perhaps from the beginning of the line of the store has lost. Because the current electric business platform, especially jingdong such as the proprietary platform, is no longer like before just a sales channel, now it is more like a "online home appliances Store" and "service Center" for consumers to provide pre-sale, sale, after-sale full-service, in short, offline home appliances stores, electric business platform have, Offline appliance stores do not have, the electric business platform has also.

Beijing East again provoke "price war"?

After a year of Self-cultivation, Beijing East recently provoked a long time ago, home appliances price war. Just this face of the opponents is no longer when, a shop, such as the website, but directly to the muzzle of suning appliances, Gome, five-star electrical appliances, such as offline appliances stores.

Unlike the "815" price war Two years ago, today's retail competition for home appliances has moved from price competition to value competition. The so-called value competition refers to the price, experience and service of the comprehensive competition, in this regard, and the traditional home appliances stores a variety of "unspoken rules" compared to the Beijing-East as the representative of the electric business platform seems more transparent, more advantages. At the same time, because of the online homogeneity of the competition more, the new user costs increase, and other reasons, the electric business platform is not to neglect users.

This time, Jing Dong is a lost capital, invested 200 million yuan in the promotion of resources, but also includes the Jingdong and merchants in no less than 1 billion yuan in sales promotions, stock has nearly tens of billions of dollars in preparation, but also launched a "30 days, 30 days no reason to return, 180 days only to replace the after-sales service policy." In this respect, Beijing East Group vice president and Household electrical Appliances Business Department general manager Bing responded that "This is the Beijing-East home appliances year-round maximum intensity promotion activity".

In peak Brother's view, this is more than a promotional activities so simple. More like a "conspiracy", with this marketing campaign for service upgrades, perhaps "30-30-180" after-sales service is the highlight of this promotional activity.

The electricity merchant penetrates the service, to the value transformation

In fact, the peak brother has always believed that the electric business platform needs to do the commodity services, through the penetration of services to increase their control of commodities, so as to provide users with the core value. And services are offline home appliances stores the biggest criticism, if you want to compete with offline home appliances stores, tapping its core weaknesses may be more than 1000 of the damage 800 and can not continue the price war more effective.

At the same time, limited by stores, household electrical appliances, and many other reasons, often a lot of home appliances business services can not keep pace with the layout of the store, and even some home appliances chain stores themselves are not able to keep pace with the layout of their own stores, but also may be to save costs intentionally. However, this will lead to service and sales can not be coordinated, disjointed, the next maintenance, return and replacement cycle will become extremely long.

Because the store needs to send the problem of goods to the "Maintenance center" of the city to carry out problems identified, feedback can be given to consumers to serve, often such a cycle will take two weeks to one months. What is more, there may be no shop insurance services, can only rely on home appliance enterprises own after-sales service outlets, direct sales outlets, said, even if the kind of joining, but also to the consumer, which is extremely inconvenient for consumers.

Behind the transition to value competition

To the value of the competition to turn behind, change the healthy, benign development of the state. Whether it is for users, home appliances enterprises, or electric business industry is a good thing, after all, price war is unhealthy.

For the user, the service is more important than the experience. In the great Internet era, users need is simple, fast, pleasant, user-friendly shopping experience, and price is just icing on the cake, not the main reason for the impact of consumer decisions. Believe that no one is willing to use the "dimensionality reduction" thinking to treat shopping, but no one is willing to buy at a low price without a sale, but it seems that the user experience very good merchandise, which is also a lot of people in the purchase of home appliances products do not choose the reason for the electricity business.

For the household appliances industry, the integration of the electric business is the general trend. On the one hand, electrical appliances enterprises rely on the platform to accurately control the user needs, provide valuable data guidance and support, or even reverse customization products. On the other hand, home appliances enterprises can also optimize the cost structure through the electric business platform, form the real competitiveness, this is why millet give up the line under the "Big market", only select the reason of online channels.

For the electric business industry, it is a matter of course to shift from price to value. On the one hand, only in the service so that consumers "satisfaction", "trust" of the electric business platform, can precipitate and active users, become the first choice for consumers to become the brand, the premise of cooperation. On the other hand, if you look at any industry, you will find that the competition between them is often in the "price", "value" reciprocating. When everyone's price is consistent, the user will make decisions through "value" (including shopping experience, after-sale service, consumption value added, affective factors, etc.). But when the value difference is not big, the user will make the decision through the price. In short, is that the same competitive logic, "people have no I have, people have my gifted, people gifted me new."

Longitudinal view, Jingdong relies on the price war to "buy home appliances on the Beijing-east" slogan spread people know, won the vast number of users and entered the brand, and to this point, the implementation of "multi-brand" strategy and traditional manufacturers to integrate development, the formation of scale effect further depress the cost of the channel, to bring benefits to consumers. Now, with the Beijing-East logistics distribution, after-sales service, home maintenance and other aspects of the increasingly prominent features, "value war" has been to a higher level of the inevitable moment, a deeper perspective this is in the attack on the short plate after the sale of Ali.

The future of the electric business development can not only be based on price war, the future of the competition model is not only the line under the contest, but the price has not been able to stay customers, who can serve a wider area, provide a better experience, who can be the competitive power. This point Shangfeng brother began to optimistic about Jingdong, because he has taken the first step, others have not awakened.