Only goods will be invested heavily in advertising, price war has been smoke

Since the listing has become more and more beautiful only goods will, in yesterday's news will be hit 270 million yuan this month to launch ads. Despite yesterday's lack of response to the rumour that the rumor was true, a price war around the selling platform has been rife.

At present, including Beijing-east, Dangdang and other large electric dealers have set foot in the "Flash shopping model", to join the "class only products Will" war regiment, in order to maintain market share, only products will need to increase market expansion efforts. But for the amount of 270 million yuan, the analysis that the credibility is not high.

Rumors yesterday that only the goods will be in July to drop 270 million yuan advertising fees, "a rapid rise of the sale of the platform to retaliate retaliation", because "June did not reach sales expectations." Industry insiders believe that, at present, including any customer-prudential products, Dangdang, handle network, including a number of electric Shangdou launched a "class-only product will model" of the special selling channels, and only goods will rob the site. In this business model when the smoke, only the goods will need to increase market input, increase market exposure rate.

However, in the amount of money, analysts on the rumors of the "270 million yuan" generally raised questions. According to the calculation, 270 million yuan per month advertising fees, equivalent to 9 million yuan a day, much higher than the normal level of the industry. Data show that when the most serious purchase, the single Enterprise day promotion fee of about 1 million yuan. According to the release of the "2013-year first quarter network service advertising TOP10", the first quarter of the highest amount of advertising is suning, for 59.98 million yuan, the goods will be 16.97 million yuan, ranked eighth. "It could be a ' smoke bomb ' from a competitor, because even if the product is going to throw in sky-high advertising, it's unlikely to be a single platform." And as a listed company, sky-high advertising is likely to have a negative impact on stock prices. The industry said.

Is the so-called catches, before only the goods will rely on a few of the power of the profitability of the unlimited scenery, and then was short of the organization of its flow, revenue growth and logistics center expenditure anomalies. At the end of June, only the goods will announce the increase in logistics prices, which is regarded as "to curry favor with the distribution provider" and the logistics cost to consumers.