The deep analysis of 6.18 sales promotion War

The 2012 6.18 is no longer the Jingdong sales promotion, but the electric business industry's collective promotional day, Jingdong, cat, Suning easy to buy, Gome Online Mall, Dangdang, 1th stores and many other electric business enterprises have entered the war. For a time, the smoke, flames. However, in just the end of the 6.18 Electric sales promotion War, where the guests unexpectedly absent, this is really surprising.

In recent months, whether the media, or the author himself, focus on the Beijing-east, the cat and Bowser and Suning easy to buy and other electric business platform, successive lace news, let us forget recently has been low-key van. This time every guest is absent 6.18 promotion war, whether has the deeper reason?

Looking back over the years, the promotion will find that every guest never seems to participate in the price war. To be exact, every customer, in addition to doing some preferential activities on his own, never participates in a price war such as 6.18. In the author's opinion, the absence of this year's 6.18 promotional campaign is expected to be the case, this is the model of the customer and their positioning decision.

Careful analysis of just the end of the 6.18 sales promotion War, we will find that there is such a feature: whether the cat, or Jingdong, or Bowser and Suning easy to buy, each other are competitors, are selling the same or similar products. All along, competitors have been accustomed to using the price war to rob users, 6.18 Jing Dong Shop, opponents have to follow up is also reasonable thing. The 6.18 promotion of the theme is home appliances and digital products, where the customer is a company to sell clothing enterprises, the natural will not participate in the sale of digital products home appliances. However, this is only a superficial level of reason.

Where guests are absent from the deep cause of the 6.18 promotion war, there is no real match for the customer. According to the data of the consultation, the customers who sell their garments on their own are ranked first in the 28.4% market share. According to the data, the annual sales of customers in 2011 has reached more than 3 billion. Although the domestic electrical business to do business apparel manufacturers have hundreds of or even thousands of families, the size of the customer has no one can. Home appliances, the fierce competition is doomed to price war will continue to upgrade, in the clothing of the difficult to find opponents of customers who naturally will not play price war, this should be the absence of 6.18 sales promotion of the cause of the war.

There is also a point that can not be overlooked is that every customer is a sell "brand" of the electric business, rather than a platform-type electric dealer. Generally speaking, every guest has its own products, their own brand, and Jingdong and cat such platform-type business enterprise, no own products, just have their own electric business platform brand. From the marketing point of view, there is no competitor of the customers, has a unique product line, participate in 6.18 such promotions is tantamount to self-inflicted injury.

Furthermore, the uniqueness of the guest is another important reason for his absence from the 6.18 promotion war. Unlike other electric dealers, where customers can control the price of products and profit margins, while Jingdong, Cat and Suning Tesco, product prices and profits are subject to rivals and market constraints. In the media interview, where the CEO of the old said, this year's gross margin target is 40%. As we all know, the price war is plainly a loss to make a yell, to improve product profitability as the goal of customers who will participate in 6.18 such a promotional war.

In fact, every customer does not go to 6.18 sales promotion War This muddy water, and where the customer a little special positioning also has a certain relationship. To be exact, every guest is not a home appliance business, is an independent brand clothing, and the use of the Internet to sell a business. Since it is not the true meaning of the electric business, why to participate in price war, after all, the price war loss is real gold and silver.