The Battle of electricity dealers ' prices: the more boring the war

Silicon Valley Network News from the "other series" opened in June http://www.aliyun.com/zixun/aggregation/34463.html "> Electricity price war, seems to be in the online lively, micro-bo, micro-letter, media, the relevant news flying, Dazzling, do not know is the right to go shopping, or sit down to watch the big electric dealers to do their best "performance" better?


　　


in fact, the whole process is not difficult to predict: the momentum, price reduction, you sing my debut, cheat how many consumers count. Finally, all the electricity dealers will coincide with the external sector announced a significant increase in sales. It is easier to predict that the growth rate of each family is certainly different, the performance slightly better, the big point of cowhide. The average performance, external said the growth of a 20% or 30%, face passable, also ended.


　　

The
question is, are consumers still so dedicated to the price wars of electricity dealers? The author's colleagues and friends have been to the electricity quotient of this set of indifferent, many consumers in the media interview also said that some of the price of electricity dealers is more than fooled. And many people complain about the quality of their services and products.


　　


must admit, Taobao last year "double 11" such "beautiful" in a very long period can only be history. The frequent creation of electricity dealers and price wars, has made consumers have a very serious "aesthetic fatigue", coupled with many consumers in the past, regardless of the sales of the sale of the big storm, these old routines can no longer arouse their enthusiasm. This is from the middle of June, but consumers are not as "carnival" shopping, or even some too quiet in the past.


　　


More importantly, it is obvious that the electric business is far more publicized than the physical retailer, and in marketing also put too much energy into the publicity, the price as hype, too retreat, resulting in more of this promotion into a "cats" of the marketing war, to some extent, this is not only in advance of the consumer's purchasing power , but also in the early overdraft consumer patience. In the longer term, consumers will inevitably lose their trust.


　　


The electricity merchant price war is gradually entering a dead end. From the June sales promotion war, Jing-dong, Xun, suning easy to buy, Gome online, Dangdang, etc. without being involved in it, in order to draw a position to attract attention, in micro-blog mutual derogatory, and some even use the navy, through malicious bad rating, etc., to discredit the competitors. The electric dealer is moving on the road of vicious competition step by step. Especially Taobao Cat to the supplier of the next dish, may not participate in the promotion of Jingdong, the request in the cat and the east between the "two election" such entity retail in the past many years ago had already done and the fact that the final failure of the matter, the electrical business seems to be again to the road again. If this phenomenon is allowed to happen, the future of the electric business is likely to aggravate the disorderly competition, not only will the Hard-won online retailing will encounter the pain of regulation, but also affect the overall retail industry healthy development.


　　


said back, if the electric dealer so-called subversion of traditional retail innovation, and ultimately only through a price war to reflect, this and physical retailing in the marketing method of more than 10 years, such as a day of rebate promotion and other means of the essential difference? is physical retailing not because of the obsolescence of the mode of operation? It is clear that if the electric business is too dependent on the price war, it is impossible to escape the fate of being eliminated.


　　


so, may as well borrow each electric dealer to set off this round of promotion the disorderly elephant "the series" the copy to give the price war and the saliva war to do a most lean and secluded summary: Don't pull, don't make, don't panic, don't blow, don't pretend. Solid in the supply chain, management, marketing step to do the essence, is the business. Otherwise, the problem of physical retailing is likely to be faster and more fierce in the electricity business. Don't believe it!


　　


Original title Electricity quotient price war is in a dead end