Huangxiangping: Gome online 618 by ship to sea attack

Absrtact: July 11 News, Gome online Vice President Huangxiangping at the 2014 China International Conference on Electronic Commerce, said Gome online in this year's 618 of the marketing basically rely on the boat to go to sea strategy, and Beijing-east to manufacture the topic, achieved good results. Huangxiangping said that

July 11 News, Gome online Vice President Huangxiangping in the "2014 China International Conference on Electronic Commerce," said Gome online in this year's 618 of the marketing basically rely on the "boat to sea" strategy, and Beijing-east to create a topic of confrontation, achieved good results.

Huangxiangping said that the limited marketing costs are gome online short board, if the use of less resources to create the biggest effect of its marketing key point. Gome Online has been stuck in the retail sector, but also stuck in the field of home appliances, not to mention internet finance, including the entire wireless terminal, we can say that we are missing some of the current market is very hot topic and hot. So everything shows that our pressure is very, very big for 6.18 this year. ”

In the end, Gome Online chose to fight the battle through occasion. For the Beijing-East Low-cost, red envelopes, star delivery, such as several promotional highlights, Gome online have a corresponding strategy. In addition, the World Cup hot spot to find big-name stars advertising.

It is understood that this Congress has been held today in Qingdao Shangri-La Hotel Grand. The theme of the conference was "open integration, innovative development", take the first line business trader as the center of gravity, focusing on four hot topics, "traditional enterprise electric business fission", "multi-dimensional interpretation of Cross-border electricity quotient", "Big Data and O2O", "Mobile power quotient Rise" and other industry hot topics and enterprise cases to explore in-depth. At the meeting, Huangxiangping published a speech titled "Capital Power and Internet integrated Marketing".

(Warm tip: This article for the first draft of shorthand, to ensure that the site guests original intention, without the omission, or a mistake, please understand.) ）

Gome Online Vice President Huangxiangping

The following is a transcript of the speech:

Members of the electric circle of colleagues, everyone good morning! Just now I saw a friend in the micro-letter said we Haier's Hu has just said the dry goods, very dry, I also hope that the next Bihu always more dry. The organizing committee wants me to talk about the integrated marketing of the Internet, I said this topic is too big, I am not good at it, I am willing to speak some very specific, in the past June we in the electric business war some of the practice of some of the actions to share.

Gome Online as China's most competitive home appliance chain Enterprises, Gome Group to build E-commerce enterprises, can be said from the outset experienced a very fierce competition environment, Gome Group can be said to have been fighting out, So enter any new industry we have confidence and have the courage to challenge to PK any competitor, so in just the past 6.18, we can say is a beautiful battle, here to share with you.

Our theme is to borrow ship to sea, Gome reverse attack, originally I think the title more direct, 6.18 Beijing East Electrical Appliances Day, the United States when the attack, the entire June we fought for 32 days.

Every year to May in fact, as the electricity business people are very anxious, because the second half of the double 11 are very familiar with the first half of the 6.18 is Jingdong's shop celebration day. May when the whole electric business environment was very strong, Beijing East in May announced the formal alliance Tencent, And then 5.22 on the Nasdaq, which is very high for the No. 6.18 period this year, so he chose to be listed before 6.18, but also for 6.18 of the momentum of consideration, now Jingdong with the largest rival Ali is also in contention, Ali also in the main home appliances 3C, other friends are also gearing up, so it looks like this year's 6.18 is a melee.

As Gome online, our situation is how, first this year we put forward the entire Gome online five development strategy, the core or user experience as the center, including to build the strongest supply chain, can say the effect is very obvious. We Q1 year-on-year growth is 40%, we in April or May or June and more rapid growth, but even so we do with the Beijing-east gap is relatively large, but also face the bottleneck of breakthrough.

Gome Online has been stuck in the retail sector, but also stuck in the field of home appliances, not to mention internet finance, including the entire wireless terminal, we can say that we are missing some of the hot topic and hot topics on the market. So everything shows that our pressure is very, very big for 6.18 this year.

How to break through? How beat, with the lowest budget to play a beautiful battle? We think that since excitement is one of the hottest spots in the market right now, then we will occasion Jing Dong, do a public relations as the core marketing activities, our purpose is very simple, first let consumers remember Gome online, Gome is very familiar with, but online buy electrical appliances We think he first thought Gome online, Of course, the core goal is to promote sales.

Everyone can actually go to occasion, why Gome Online We occasion is the most righteous? Because the first objective says, at present in all of the several platforms Gome and the east of the model is the most similar, we are self-employed and platform mode, the days of the cat is a pure platform situation, and everyone is a 3 C start, the core category is also home appliances 3C, of course, there are many reasons, I believe that we all remember the 2012 8.15, is Gome, Jingdong and Suning, so we also naturally mentioned that Jingdong may be more or less think of Gome, join us this time still occasion may cause enough attention.