How far can the electric dealer's low price marketing go

In recent years, the electric business competition is increasingly fierce, in the "Festival Marketing", "Singles Day" that "double 11" has been successfully transformed into online shopping festival.

"Last year Taobao" double 11 "marketing success shows the huge purchasing power of consumers, so that other electric dealers also intend to a piece." "At the same time, a price war will have to be followed by the other," said Dr Zhang, of the Zhou Enlai government School of Management at Nankai University. ”

This year, the price wars between electricity dealers, either true or false, have attracted a lot of attention. Why did the price of electricity among the dealers repeatedly appear? Shiforian, a lecturer at Tianjin University of Finance and Economics, said that from the market competition pattern, the high degree of homogeneity of products and services between the electric dealers, while consumers generally prefer low-priced goods and a large range of options, coupled with pressure from the capital market, which caused the http://www.aliyun.com/between the electric business Zixun/aggregation/17721.html "> Price competition is increasingly fierce.

Despite the fierce competition among electric dealers, some experts said that with the change of the electricity market and the formation of consumers ' rational consumption habits, the low price marketing strategy between the electric dealers would be difficult to sustain.

The first is consumers ' low price marketing fatigue. Shi, an associate professor at Nankai University Business School, said that the "double 11" electric-commerce war was just the market activity of the merchants, and the gimmicks were more than the actual low price marketing of electric dealers will eventually lose customers.

"Most of the commodities involved in this kind of war are facing a seasonal season at the end of the year, and it is better to sell them in the name of the electric business war than to erode profits." "Shi said," such as clothing, Europe and the United States and Hong Kong Christmas sale is sometimes 10 percent-20 percent, the electric business is 40 percent-60 percent, in this sense, the electricity quotient also earned it, but it is difficult to long. ”

Next is the future market subject composition change. Shi said that the future trend is the electric Chamber of Commerce to the giant direction of convergence, local retailer dealers will wither, the real store role will ultimately be the main display experience. Under the pressure of profit, it is difficult for the electric dealers in the relative monopoly to compete through the price war.

Again comes the pressure from the logistics. Shiforian that, a short time intranet purchase number of large increase to express the company caused great pressure, some even appeared the situation of the explosion, which also caused the logistics can not timely delivery of goods, affecting the consumer's shopping experience.

Zhang said that the rapid development of e-commerce, so that logistics links become "short legs", although the promotional season related aspects will be prepared, but the long-term consumer shopping experience poor will eventually be reflected in the market. Xinhua）