Stock 2013 sales Promotion: Price war cold transition heating up

2013 the last one of the electric Dealer promotional festival "Double 12" has fallen. Looking back, and "Double 11" set off the national network to buy heat, "Double 12" appears more and more desolate, concrete embodiment in: first, the platform seller side, in addition to Ali Taobao more active outside, other electric platform basically only sporadic activities to prove its existence; buyer side, in "Double 11" Consumption overdraft and electricity Shang festival is too frequent, the marginal effect of promotion and so on factors influence, this time more consumers to participate in the relevant platform to launch the interactive game interest is much higher than their pay to buy goods. In addition, the media on the "double 12" concern has also dropped sharply.

Throughout the 2013 years of the Electric business War, in addition to the "Double 11" of the annual Electric Business carnival, the heat is significantly lower than last year, "8.15", Beijing East Anniversary "6.18" and other annual promotional Indosasa are much calmer than the same period last year.

2013 Electric Dealer price war "cold" and 2012 "hot" between the urgent shift, due to the deep behind the electric quotient of the rapid turn of the ecology.

In the 2012 electric business, the core goal is "enclosure". On the one hand, the embodiment of Ma, Liu, MA and so on behalf of the electric quotient of the Lions to Wang and other traditional retail channels of the sheep "bloody Rob", the core model is backed by capital, the price war as a weapon, through the sacrifice of profits to rob traffic, thus leading and reconstructing people's consumption habits; on the other hand, During the lion's sheep-eating process, the enclosure movement between the electric quotient lions in order to occupy a larger territory, such as last year's Jingdong, in the industry before the three of the electric dealer ticket battle, within the electric quotient of the Lion group launched a wave of aggressive price war, and finally made himself in the electric business card battle to grab a more active position.

Whether it's an "internal" or "resisting" enclosure, the electric quotient lion basically is the real Gold Silver Type the initiative to smash into the price war, but on the other hand, before the basic custom in the offline consumer consumer, on-line Price's lure, also madly pours in, facing this Chinese life style reconstruction and the transformation, All the media naturally pay attention to the same situation and report. In the above three aspects of the joint construction, the 2012 price war is "heat wave".

At the end of 2012, after the seven-male hegemony of the price war on blood, enclosure after the movement of the electrical industry structure of the initial set: On the one hand, the leader of the department, the Beijing-east occupy a more favorable position, Tencent (473, 6.80, 1.46%, real-time market) department, Suning system catch-up aggravating, other platform electric dealers followed by running, and only goods will ( 77.34,-3.20,-3.97%) and other sub-platform business based on the characteristics of the operation, in the relevant areas of the child deep. On the other hand, after a year of thought baptism, electric business consumption has gradually become the preferred way of life for many Chinese, in other words, the electrical business to consumer consumption mode of guidance and restructuring, in the mainstream young consumer groups have been basically completed, the rest of the work is to wait for time to help reconstruct.

After 2012 years of lion eating sheep, the importance of price warfare has plummeted in 2013 for mainstream electric business platform operators. Therefore, we can see that in 2013, the main protagonist of the price war is not Ali, Beijing-east and other mainstream platform business, but when the edge of the platform, the intention to subvert the existing industry pattern, to seek a breakthrough.

In addition, the public opinion and consumer's aesthetic fatigue of price war, also leads to the diminishing marginal effect of price war, which leads to the cooling of the 2013-year price war.

2013 the overall price war behind the cold, it is the electricity Shangping Taiwan's hot turn, this in the electric business of several big guy body embodiment is very obvious.

In the face of this year "double 11" when the cat net purchase turnover of 35.019 billion yuan staggering data, Ma's response is "do not care about the number." Maybe some people will think that Ma Yun is just sentimental, but I think this is Ma's heart.

In the traditional electric business model has died of pressure, the 35.019 billion yuan turnover data, is really not the most concerned about MA. His most concern is the transformation----the mobile and social transformation of Ali electric business. It is based on this, has been a rare appearance of MA but again and again excited for the "Contacts" platform, the goal is to counter the challenge of micro-trust model.

It is the strategic goal of transformation, we notice a detail: "Double 12", the Ali department of the opera actor Taobao, in order to attract users to the mobile platform transformation, unexpectedly smashed 36 million yuan to "double 12" the same day lottery Shuangse all lottery portfolio buyout, as red envelopes to consumers, But the premise is that the lottery can only be collected from Taobao mobile clients. From this detail, "double 12" has become the Ali Department of Electrical Business Mobile transformation of the marketing window.

Liu is also busy on the road of transformation. At the beginning of the electric business situation stuck a good position, set a "recuperate" strategy at the beginning of the year, and then the electric business into the "to be a war" period, and Liu will focus on the financial and data two new business expansion, to promote the transformation of Beijing and east.

Jindong in 2013 to Su Ning to carry out a drastic transformation of the Internet, Tencent's Ma, the company's electric business in the micro-letter to help push the patient to seek a corner overtaking opportunities.

This shows that the 2013 electric business, the appearance of Ali on the show, and other electricity prices war calm, but under the iceberg in the romance of a reconstruction-style drama. This drama, it is possible in the 3721.html ">2014 years will be involved in another war electric business, now may be just the eve of the war."