Reducing price war: Three characteristics of price war

"Caijing (blog, Weibo) comprehensive report"

August 21, Shopping search a Amoy network in Beijing to hold media communication, published 8.15 days before and after the monitor to the business data. From a Amoy network to monitor the data, 8.15 of the day the real price of goods only about 5%, the average price of goods is not more than 10%, the price range is far from the merchant himself shouted "you dare 1 yuan, I will dare 0 yuan" as attractive.

Reducing price war: Three characteristics of price war

Amoy Network data analyst Chen published 8.15 days before and after the price war monitoring data, and summed up the price war Three characteristics:

1, involving a small number of goods, the actual price reduction is less than the extent of the sale of foreign advocates. Chen said that from the data detected by the Amoy network, 8.15 the day the real price reduction of goods only about 5%, some of the companies to reduce the total number of products are lower than the average level, "The merchant began to limit the price war in the field of large electrical appliances, in fact, this is a current online shopping is not too hot area." At the same time he stressed that the average price of goods not more than 10%, the price range is far from the merchant himself shouted "you dare 1 yuan, I will dare 0 yuan" as attractive.

2. Diversification of business marketing means. In the 8.15 price war before the start, businesses are using a variety of flower marketing tools. Through the data can be found, in the 8.15 price war the night before the start, some businesses quietly upgraded the price of goods, which Jingdong mall 1.22% of the number of digital appliances commodity prices, the average rose more than 585 yuan 8.15 After the start of the price war, many hot goods appear high out of stock rate of the phenomenon, the highest shortage of businesses to reach 30%; In addition, the Netizen also found that want to really rob a special product is not easy, in the morning four hours, many goods price changes are more than 5 times.

3. Traditional retail Enterprises Show advantages

Chen introduced, in the price war day, Gome Online Mall once from the lowest price commodity gold medal in the end of the list, and has been leading until the end of the price war, this also shows that the traditional retail enterprises in the electronic category to maintain a huge advantage. In addition, after the 8.15 price war, Gome, Suning in the Netizen among the popularity and traffic growth exceeded the Jing-dong, became the main beneficiary of the price station. "After 15th, Su Ning and Gome have launched a strong counterattack against the Beijing-east, in the 3C number of popular categories to reach about 5% of the decline, which also further impact on the Beijing-east and other traditional manufacturers of the advantages of the category".

It is understood that the gome part of the line stores have introduced a parity system, gome Online Mall on the micro-blog revealed that the current "Gome stores have provided WiFi network and equipment, welcome consumers to use a Amoy network of such comparison sites for the whole network parity, the price war to the end." ”

Data show that in the last three months after the user landing a Amoy net, the cumulative collection of Alipay rebate has more than 5 billion (equivalent to 50 million yuan in cash). "We hope that in the next few months of this year, consumers will be able to get through a variety of" parity subsidy ", such as coupons, set rebate, cash red envelopes can reach at least 100 million, really through the Internet to obtain affordable goods. ”