"Pit dad" 's electricity dealer price war

Known as the "most tragic" in the battle of the Electric dealers in Jingdong Mall under the guidance of the curtain, however, the market was scolded as "marketing scam" price war, consumers although not get the benefits, but some electrical business "pit Dad" essence is revealed at a glance.

August 15 9:18, Wang Dan, of global Entrepreneur Magazine, wrote in his microblog: "A few days ago to buy a bedroom TV 2999 yuan, from Jingdong (mall) to buy, the result of today's war began to rise to 3999 yuan, now just dropped a little, I sit and wait to see Liu Liu always how a first rise and drop the law. ”

At this time, from the "electric business War" opening only 18 minutes.

The micro-blog through a Amoy network official microblog recommended, and as Jingdong Mall "first price after price" evidence of one of its challenge.

In response, Jingdong Mall vice President Shengchang said, "8 15 price war is not a trick plan, the fool will adjust prices after the price, a Amoy data is false." ”

Amoy net not to be outdone, has recommended nearly 10 netizens Weibo complaints, and said: "If you say" first price adjustment after the reduction "is a fool behavior, do not know that there is no evidence that our data fraud is what behavior?

With the Jingdong Mall and a Amoy network of the game, micro-bo marketing turmoil again attracted attention, and the lack of relevant regulatory laws and regulations are more worrying.

First rise and then drop the consumer

August 14 morning, Jingdong Mall board chairman Liu announced an important decision: Jing Dong everyone electricity three years 0 gross margin! If within three years, any of the sales personnel in the electricity plus even a dollar margin, will be immediately dismissed! From today onwards, all of Beijing East Electric guarantee than Gome, suning chain cheaper than at least 10%, the company soon announced the implementation Method!

4:52 P.M., Liu Bo said, starting from tomorrow 9 o'clock in the morning, Jingdong Mall all the big home appliances prices are cheaper than suning line online! And no bottom line of cheap, if Suning dare to sell 1 yuan, that jingdong price must be 0 yuan! Buy Big home appliances people, do not pay attention to Jingdong will suffer! ”

A price war for electricity dealers is inevitable.

Price reduction, means that the cost of affordable, this let like online shopping Beijing Youth Yang Wen excited unceasingly.

From August 15 onwards, she has been watching the mall's price reduction trends. However, two days past, but found that she is concerned about a few commodities, not only did not drop but rose.

Similar situation other netizens also early have the material. "Price war" has not yet begun, netizens "Lianyungang (601008, shares) China" said, Panasonic a television, Beijing East August 14 The price is 12999 yuan, suning price 12899 yuan. August 15 morning, the price of Jingdong to 20999 yuan, suning price of 12599 yuan. The product after the 9 "war", the price is adjusted to 11999 yuan.

The relevant monitoring data show that the August 14 night began to have nearly 50 large household electrical appliances goods quietly rising prices, from 30% to 100%, 6 large consumer merchants net purchase more than 117,000 pieces of household electrical appliances, of which more than 5,000 commodity prices have declined, the total accounted for only 4.2%, the highest decline of 10%.

"Behind the price reduction is only a low-cost marketing strategy." Many consumers have come to the conclusion that the expectation of large area and substantial price reduction has been frustrated. Even some experts believe that in this "Low-cost business War", earning enough attention to the merchants become the biggest beneficiaries.

Jingdong Mall August 15 afternoon that announced that the site's sales of large household appliances has exceeded 200 million in half a day. Suning (002024, stock) of the online mall, executive vice President Li Bin released the evening, as of 18 o'clock, the number of visitors to the website than the same period last year increased by nearly 10 times times.

"The war has no winners and no losers, and many commodities have been lowered after the price rises." "This is the Internet marketing Day, being fooled by only netizens!" Huang Yan-Huang Network CEO Yupeng that the price war "is actually a farce."

And Xun Network CEO Bu Guangzi's statement is sharply: "This hype is completely marketing scam." ”

Microblogging marketing chaos

As Jingdong Mall contracted 1 years of social media marketing of the whole case company NTA, after the Liu announced the price has started busy.

NTA busy things mainly to Jingdong Mall to provide appropriate marketing strategy advice.

Before the media reported that the marketing campaign against the goal is indeed suning easy to buy, because Suning easy to purchase since April 18 this year launched the "E18 promotion" is very strong. Jingdong Mall intention through micro-blog marketing disrupted Suning appliance in August 18, "E18 promotion."

From the network of concern, Jingdong on the sound of price reduction of Su Ning "E18 promotional" attention. "This is a new media marketing victory for traditional media marketing. The insider told the media.

"Price war" is a "charter" rather than a "pinch", says Ranking, the joint president and chief operating officer of Eric Consulting, indicating that both sides are well prepared. No matter who is dominant or inferior in the competition, the effect of "advertise" has already appeared.

In fact, the chaotic image of microblogging marketing has long existed. Last year, after the "Guo Meimei incident", there have been experts pointed out that "this has stepped on the red line of law", but did not attract attention.

In Weibo, it is ubiquitous to buy and sell fans, zombie powders, @ Celebrities, spam reviews. These words and deeds not only pollute the micro-blogging environment, but also directly affect the microblogging users. Netizens sigh: "Every time the microblogging, the first reply is always two: A plus fans, a advertising." ”

Industry insiders say, now many of the well-known micro-blog, has become a network of public relations company's pursuit of the object. Data show that some well-known micro-blog only to send information containing advertising content, can be from the business or network public relations companies to obtain remuneration. Well-known micro-Bo send an advertisement for the remuneration of up to 500 yuan to 2000 yuan, the number of fans of the forwarding charge separately.

According to incomplete statistics, only Taobao has nearly 2000 pieces of network promotion tools related to Weibo. Some surveys show that microblogging and BBS, QQ Group has become the best platform for the network of the Navy, the industry to assess the "black interest Chain" annual output value of more than 238 million yuan.

The survey shows that some of the fashionable goods, such as weight-loss drugs, clothing and jewellery, are the hardest hit by the false propaganda. According to Xinhua News agency, this year, only the Jinan industry and Commerce Department has received 38 complaints involving micro-bo false propaganda, and investigated 8 cases of false propaganda.

To standardize the use of micro-bo, purify the micro-blogging environment, Sina Weibo official launch of the "Sina Weibo Community Convention (trial)" clearly stipulates that the release of spam ads will be directly cancelled account. Despite this, the sale of fans, advertising zombie powder is still everywhere.

False marketing information, buying and selling fans of this obvious confusion does not have a strong standard, let alone the Beijing-East launched the "price war" type of marketing activities.

An urgent need to establish a comprehensive legal system

Some experts said that the electric business war so that some consumers were cheated, but they can not defend the rights, because the micro-blog published price information is not legal effect and difficult to determine.

Data show that many of the owners of Taobao customer base of 30% from the microblog marketing. Some industry experts said: "Micro-blogging marketing than traditional media marketing has a better arrival rate, because the microblogging of this social media is still in the relatively fire stage." ”

The development of e-commerce has not formed a real competitive business model, and the price war has become the dominant killer of the competition for share and market position. Economist Ma Guangyuan that: "Price war not only for the development of the industry to win to restructure and move to rational opportunities, but with the including Suning, Gome and other traditional electronics vendors to join and more tragic." ”

"Once the smoke clears, those who gain market dominance will start to raise prices and make up for losses, and those who support the war will require companies to make money to recoup their investments, and the end-users will remain consumers." Ma Guangyuan called, "China's anti-unfair competition institutions must be shot." ”

And in the "war" at the beginning of the relevant regulatory authorities said that Jingdong and Suning is not a vicious competition. Because according to the state regulation, vicious competition needs to meet two conditions, one is the dominant position of market monopoly, and the other is low cost dumping. However, Beijing-east and Suning are not up to monopoly dominance, and both sides even play a price war is still profitable.

Media people believe that the sea light believes that in the electricity price war, consumers heard a lot of rhetoric, it seems that they are not in the market competition, but in the profiteering, greed and decadent mode of war, this kind of populist "declaration of war" may be in the moment to incite consumer support and irrational spending, But in essence, contrary to the spirit of the market.

On the morning of August 16, the Ministry of Commerce spokesman Danyang talked about the price war, the electric appliance sales Enterprises No matter what sales strategy, all need to abide by the law to jointly maintain market order. At the same time, the price war is good for the people, will not take action and measures.

On the other day, Wang Desheng, deputy director of the Ministry of Commerce Circulation Development, in response to the Beijing-East, Suning and other electric dealers price war, said the Ministry of Commerce in recent years committed to promoting E-commerce, online shopping healthy development, is strengthening the construction of relevant standards.

Wang Desheng Introduction, the relevant standards have been introduced mainly "Electronic business model Specification" "Network trading Service Norms", in addition, the third party trading platform service specifications have been published in the relevant documents; Included in the plan, including "online shop credit Evaluation Indicators" "Network Group Purchase Management Code" "Network Group purchase Enterprise Credit evaluation system "E-commerce marketing operation code."

At the same time, Shi Kozhi, secretary General of China Advertising Society, believes that the management and self-discipline of network advertising needs to take into account the diversity, virtualization and trans-administrative characteristics of the media. These characteristics bring new challenges to the management and self-discipline of network advertising.

Reporter found that since 1997 China's first network advertising in the emergence of Sohu, network advertising has been controversial, but the relevant laws have been missing. And the existing "advertising law" since the implementation of the 1995 has not changed, obviously not keep up with the current situation.