Integrity of the Lost electric quotient

June 2013 is about to pass, this month the hottest word is the electric business war, each platform through price and saliva war, let the entire electric network in June continue to heat up.

This is a Beijing-east for the protagonist, the main platform for the sniper, the whole network of businesses and users to participate in a massive business activities.

June 17, 18, 19th three days is the Beijing-east of the old Liu, but also the high tide of price war. According to close to the Beijing-East insiders revealed that the June 17 Beijing-east deadline for evening sales of about 300 million, this figure and the 2012 Beijing East 618 to promote 240 million, a slight rise, but the expectations of Jingdong Mall is far from the difference. June 19, Jingdong Mall announced, 618 Store Day deal 1.016 billion.

We assume that the published data are true, and we estimate this number and the usual changes:

Beijing East 2012 turnover of 60 billion, the volume is expected to be more than 100 billion this year, the average daily turnover should be around 300 million, this year 6.18 transactions 1.016 billion, is the average daily turnover of 3-4 times.

The data should be lower than expected in Beijing, and in fact, consumers are less enthusiastic about the 618 this year. Even if such a tactic has been adopted, consumers seem to have been tired of the so-called annual big promotion and have a strong wait-and-see mood. This is related to the environment of the entire electrical business, price fraud and data fraud has become the normal, to 618 of the data published in Beijing, for example, the credibility of our unknown, if the consideration of the brush and refunds and other invalid orders, it is certain that the real data must be lower than the official release data.

Liu June 18, 2012 published a micro-blog, said "electronic data fraud is the industry's public secrets." This may be for Jingdong Fangweising type of data to do bedding. It is reported that Jingdong Mall in Hong Kong at the end of May 2012, revealed its 2011 actual sales of 21.2 billion yuan, and the previous Beijing-East announced the number is 30.9 billion yuan.

If one day you no longer believe that roadside shops shouting "Jump Price, Tears Sale", you can also quickly understand the electrical quotient "50 percent package mail" meaning.

99% of the business will not do a loss of business, those who shout at a loss at low prices, just change the son and consumers play digital games. Last year's 8.15 electricity price war, finally to the NDRC "existence price fraud" conclusion, to this June, the price war on the mouth of the several platforms, it seems that they have seen this as the best strategy for marketing promotion. When someone calls "cheap" for the first time, someone believes that the second "price cut" will be believed, the more the number, the less the letter, the end, will only destroy the whole market, all the participants are victims.

E-commerce Three participating groups want to be in the promotional activities of the need: the platform business to promote their own platform for business transactions, businesses want to use the influence of the platform to increase sales, consumers want to use such opportunities to buy inexpensive products, this is a benign supply and demand closed loop. Now, in order to increase the turnover of Taiwanese businessmen to achieve the financing of listing or to seize the share of the purpose of kidnapping businesses to fight prices. Businesses in order to achieve the purpose of profit, but also must abide by the rules of the game Taiwanese, change the law of playing digital games. Finally, a dazzling array of electric business feast, turned into a buffoon fraud show, so that consumers complain is not a business, but the entire network market integrity disappointment.

And in fact, what does the sales promotion bring to all parties? First said platform business, the day of the event to load the usual times of traffic, the system's affordability is a test, including the lack of access to examples. Businesses also have to bear several times the usual amount of work, including logistics, in a limit of the state of operation. The number of day transactions that the platform and the merchant has got looks beautiful, but if you take the month's figure compared with the previous month, but found that the monthly turnover is not much change, because the business of one months of trading all released in a day, the merchant itself can feel the great promotion before and after that one or two weeks of deserted. For consumers, may be able to buy a slightly lower price of products, but to endure a few times worse than usual shopping experience.

Consumers are the referee of the electric business World War, which determines the ups and downs of each platform, where there are excellent goods and excellent service. The era of user growth dividend has passed, in the future, who will be able to walk on each platform to the buyers on their own platform, that is the real winner. What is needed is a platform for users to create real value and service, rather than the pursuit of a momentary eye economy.

Don't try to make consumers a fool, otherwise, the consumer is becoming rational, the electricity business has gone through the eruption of the embryonic period, the era of simple and brutal growth has passed. As the leading role of E-commerce, platform business should shift its energies from attracting consumers to retaining consumers, taking the responsibility of leading the industry towards healthy development, And not for the benefit of the moment to destroy the whole environment, otherwise, the future of electronic commerce last drop of water, is flat Taiwanese businessmen's tears.

Electronic business integrity, when starting from the platform.