Low price is not electricity Shang Wang yoho! have goods "727" play new pre-sale

July 15, 2013 Electric/Mintong News line/--le Bee peach Blossom Festival, poly United States 301, Jingdong 618, Taobao double 11 ... In recent years, there have been a succession of festival days and a variety of publicity, but there is only one theme, that is, low prices. In the name of "the lowest price of the whole net" in the melee of appliance merchants, the trend of the power of the yoho! have goods still adhere to the "focus on new products" line, refused to price chaos, but more than the ultimate update rate of new products, for the favorite trend of the user group and the current brand to provide a unique platform value.

At the end of this month, Yoho! will launch the "YO ' HOOD" trend of new pre-sale will, combined with more than 50 domestic and foreign first-line fashion brand to release the first autumn and winter new products, in addition to July 27 and 28th in Shanghai Exhibition Hall held ' "2 days offline activities, will also be held in the goods By then, consumers will be able to see the first time the major brands this autumn and winter listing of new products, and preemptive advance. There are more than dozens of tidal cards for the activities of the joint merchandise, to the pro-people price selling.

In addition, the activity of a major bright spot is will use the C2B pre-sale mode, the financing line + offline shopping process, consumers can in the activity scene by scanning two-dimensional code of the way to buy goods, through the mobile end or PC side to pay. Not only the tide of goods, experience is the first time in China.

Low-priced marketing can't support the electric business go farther

Yoho!, director of the marketing department Ningian pointed out that low-cost marketing does bring short-term benefits to the electricity business, resulting in sudden growth in performance. But behind the traffic spree, the vast majority of electric dealers cannot avoid the vicious cycle of price wars. Because the price of electricity is very transparent, as long as the product line overlap, will face the homogeneity of the competition; In addition, in E-commerce, the customer's choice of cost is very low, wide choice of space, loyalty is not high, especially in the price-comparison site, the electric dealer to do high prices, will lead to a large number of customer churn.

It is obvious that the most ferocious price war is generally 3 C, the United States mainly hit the makeup, see double one, 618, poly Bee. Moreover, each time this kind of bloodshed price kills, all along with the industry and the consumer to supply the channel question, becomes the competitor each other to attack the dead hole. The most lethal is, every time the price of melee, is the power of the sharp reduction in profits, directly caused by the electricity business is not profitable, and then closed, the acquisition of news. The so-called value for consumers is nothing more than sacrificing the industrial chain for everyone. Many good brands are also retreating or even bankrupt because of the channel's constant vicious competition for price wars.

In fact, the fundamental problem of falling into the mire of price warfare lies in the homogeneity of commodity structure orientation. There are three main factors influencing the sales price system: category, brand value, distribution structure. First, the participation rate is generally the standard goods, and not standard goods, personalized goods is not easy parity. Second, the more direct distribution structure, price control is easier, on the contrary, the greater the difficulty. Third, the popularity and brand connotation of relatively high commodity, generally have a stable margin space, discount sales pressure is small. It will not be at the expense of long-term brand image and benefits of arbitrary changes in its price system.

Therefore, for upstream and downstream to provide what kind of value, is the electric business channels need to seriously consider the issue. Yoho! has a product positioning is the trend of new products, to like the trend of users and fashion brands to provide matching and convenient sales service platform.

First-line tide licensing participation in C2B pre-sale embodies the internet "end" to "end" spirit

Not by comparison, what attracts users? Yoho! has the goods "YO ' HOOD" trend new pre-sale meeting, does not contain any discount promotion link, attracts the user the element and the low discount is irrelevant. Because yoho! have goods locked is the trend of the crowd, this part of the crowd more value brand concept and style, whether the current most "tide", whether it is in line with their own style and personalized. Because the purchase is the next quarter of the new products, from the commodity value itself to the release point of time, yoho! have to seize the goods have enough differentiation advantages, there is no competition in the market, there is no need to worry about falling into the chaos of the price war. Coupled with the United countries at home and abroad many of the top Tide licensing pro-price products, can be described as "standing to earn money."

And this c2b pre-sale mode, before and after similar operations at home and abroad, but more for the new original designers to participate, and production scale is small, usually small brands do imitation goods, the use of rapid supply chain to do. This yoho! has the goods is assembled including clot, Human Made, Stussy, undefeated, head Porter, medicom Toy, Peter Jensen, Hypebeast and so on more than 50 domestic and foreign top trend brand, Joint C2B pre-sale. Yoho! has the goods Vice President Cong thinks, the big names active participation C2B pre-sale, will change the profession rule, fully manifests the Internet "the end" to "the end" the spirit. Who says elephants can't dance? Top international tide cards can also be presale.

The reporter learned in detail, through the online and offline integration of the purchase process, yoho! has the goods can be collected and feedback on consumer demand data, not only to enhance customer shopping experience, but also for businesses to provide production inventory data, to achieve accurate back-end supply chain coordination, expansion of online channels, enhance the brand coverage scale, Conducive to the realization of marketing model transformation.

"Perhaps the future of our E-commerce platform, C2B New pre-sale will become a trend," Cong explained, "Even if we have now done 90 days all sold out, it is from the season to the end of the season, so the new goods are not enough to the acme of perfection." Imagine, if these new products in other people before the large-scale listing, has been our consumers advance purchase, such a result, not only in line with yoho! have a product focus on the new business model, but also a quarter ahead of the market, for the brand, more can be through the relevant data to adjust their own goods, Better to anticipate their own production with inventory. "

Indeed, such a business ecology, and now the frequent price war mode, will produce a major partition, so that the electricity will form the core competitiveness of the brand, with greater commercial value.