Price war is actually a kind of promotion

Although the major electric power companies are claiming to let over billion, and consumers really feel the benefits are very different. Among them, is the electricity merchant price war "the doorway".

Who's giving?

All the businesses, have claimed to take out billions of concessions to reduce prices and promotions. In fact, before the beginning of the promotion of business and can not accurately calculate the extent of concessions, elegant 100CEO, the original Dangdang Vice President Chen Tenghua told the network reporter, it is difficult to tell the difference between price war and promotion, or the price war is actually a promotional, a lot of electric dealers say let a few billion, in fact But when the product has not yet been sold, why can you accurately predict how many goods you will sell? If you can not accurately calculate the future sales of the site, then the extent of the concessions is obviously very water, but also very unscientific.

Zuoyingjie, CEO of the new seven-day electrical network, said the overall benefits are not so much. If said to take out 500 million, at most also take out 50 million, plus the manufacturers of some promotional activities.

In the price war, the most depressing is the small and medium-sized suppliers. They do not want a price war to disrupt the price system. But they are in front of the electricity business website, often compare the weak, the loan is owed by the electricity merchant website, in order to impact the sales, had to continue to supply to the electricity merchant website, and the bite the bullet to participate in the price war, thus undertook in it to reduce price and let the cost.

For a certain right to speak large enterprises, although the electric business site can not directly reduce prices and let the cost of transfer, also can not evade the price of the electricity business site request. Large suppliers developed a number of special models, respectively, to the different electrical business sites. In this way, you can avoid the price of their own system because of the price war chaos.

But these special models are not affordable for consumers. These special models, often not mainstream configuration, is not a hot-selling style. For example, the cat has recently launched a dedicated online television, Skyworth 32-inch LCD TV price 2199, compared to the same configuration under the line of the same height of 15%.

A number of business people in the industry said that in the price war, often only need to come up with some advertising fees and marketing costs, let the cost is actually distributed to suppliers and the Web site merchants.

Part of the cost of the price war by the merchant has been the industry is not surprising things, in the electric business platform to open a shop, suppliers need to pay the power of the website management fees, as well as Sales Commission Commission. The electricity merchant website only can let out partial commission to be able to persuade the merchant to enthusiastically participate in the price war.

In fact, this price war on the cat is to do so, took out the usual commission to return to participate in promotional business.

Promotion Youdao

Although each family is engaged in the price war, but each family "the game" is different. For example, choose what products to promote, or what is the way to promote, reflect the different interests of these electronic business site appeal.

Amazon in China's marketing and promotion, not as good as the domestic electricity business website to do flexible. This leads to a direct result that many consumers do not know this, although many of Amazon's prices are at the lowest price. Reporters randomly compared several computers, found that Amazon's products than other electricity prices 100~150 yuan or so low.

Zhang Jianfu, vice president of Amazon China, says Amazon is a technology-led enterprise that automatically maintains the lowest price in the net regardless of whether or not it is promoted.

Zhang Jianfu does not like to call the introduction of promotion as a "price war", we call the "value war". "The ability of Chinese consumers to accept new things is very high, and the development of electricity business is not the time to spell prices." Of course, we will always keep the lowest price of the whole net. As long as others dare to drop, we dare to follow. ”

A lot of electric dealers invariably adopt the way of issuing coupons. Jingdong Store coupons more general benefits, but 10 to 30 yuan discount margin slightly lower. In addition, Jingdong also has rebate activities, some of the goods over 299 to 618 consumer coupons, but these coupons are not generic coupons, but in some categories when the use of the full reduction. Compared to the case, Suning easy to buy 0 yuan shopping more attractive, shopping full of how many yuan to send the entire general consumer coupons.

Suning easy to buy Market Management center, Deputy director of Min said that the cost of the rebate all by Suning easy to buy to bear, so 0 yuan to buy commodity prices concentrated in about 200 yuan of products, the highest value of 2799 of the ipad tablet computer, but also limited to 20 units.

In the same way, choosing a price war is also crucial. For example, Beijing-East's protracted war will be changed last year's shop celebration to this year's shop celebration month, the price battle cycle stretched to one months, this also effectively decomposed the Jingdong logistics and distribution pressure.