The electric dealers are taking the opportunity to catch the Olympic fast ship, promote the sports marketing promotion strategy

With the deepening of the Olympic Games, the electric dealers are taking the opportunity to catch the Olympic Games fast ship, promote sports marketing promotion strategy. However, what makes people feel boring is that their main direction is still in the price war. "In the final analysis, the price war is the most effective way to compete with the electricity quotient," said one industry insider.

Electric dealers generally value Olympic business opportunities

As early as July 9, Amazon China launched the "travel to London, see the world, Amazon Olympics" event. Olympic-related sporting goods category, footwear products for low discounts, second kill promotions, mobile digital category, computer products are involved. Opened the electric business Olympic promotional curtain.

The Jingdong Mall, which always played a price war, followed. During the Olympic Games, Jingdong Mall launched the "Gold Folding fold", "Gold Hero Hall," sports brand Pavilion "," Sports star Pavilion "and other activities, especially gold folding, the page July 28-August 13, China won a few gold medals every day, Jing-dong down a few fold, attracting the attention of many consumers. In addition, the daily necessities of the whole category of the lowest 30 percent feedback consumers, of which, as the Olympic sponsors in Beijing-east Ad hoc Olympic zone, with Jingdong users together for China refueling, the area of all merchandise price feedback. Home, food low to 30 percent, mother and child products daily 10 percent seconds to kill.

In addition to the comprehensive electric power to the Olympic marketing, a number of vertical electric dealers began to try to seize the opportunity to take advantage of the Olympic Games, Tesco's online shoe city has launched the "London Olympic sports equipment blockbuster" promotional campaign for sports themed collection of footwear, basketball shoes, tennis shoes and sports polo shirts. Trousers series, such as the whole category of strong strength to reduce prices, hoping to take the Olympic sports spirit and health concept through product promotion to the vast number of users. and Mango net is hope "stained with" the upsurge of the London Olympic outing, announced again invests 80 million yuan to launch the second round promotion offensive. will be half a day to grab the hotel from the original 800 to expand to 1500, 70 percent hotels from 1800 to 3,000, 0 of the profit of the hotel from 8,000 to 10,000 home.

Many of the electric dealers ' websites want to use the Olympic momentum to promote sales and fight each other, but there are relatively "low-key" of the electric business site. Dangdang CEO Guoqing recently "calm" to say, when the price index is paid attention to every day, they have independent purchase investment in the "Competition product adjustment group", as long as the discovery is not the lowest price of the whole net directly downward: "The price of the electric dealer who is low, a Amoy net parity at a glance, do not be fooled." ”

Related sporting goods are praised

One side is the electric power to push the Olympic marketing strategy, the other side is the atmosphere of the Olympic Games consumers unknowingly to pay for the Olympic marketing, the electric business wishful thinking to knock quite loud.

According to the QQ online purchase published data show that after the opening of the Olympic Games, netizens have once again plunged into madness, with Olympic souvenirs as an example, sales show two extremes: The internet is selling cheap fashion goods very hot, and compared to the previous June, only the word "Olympic souvenirs" the search has increased by 412%. But the valuable collection level ticket and the valuable Olympic souvenir, temporarily did not bring the big change. and sporting Goods in addition to football, basketball and other traditional hot goods, some convenient to carry small sports equipment also saw sales rise. For example, the recent sales of dumbbells in QQ online sales have increased, one months to sell more than 2000 dumbbells.

In addition, under the background of the Olympic Games, sports has also become the theme of the July, according to the QQ online shopping data show that the July various types of fitness halls, swimming pools and other sports venues of the number of online group purchase rose 260%.

In addition to the unusual popularity of Olympic-related commodities, some of the Olympic-related goods sold also appear to be different from the usual trend. According to the data of every guest, in its launch a series of with London City style, Olympic athletics events related to VT and canvas shoes, "equestrian" competitive pattern in the VT sales in the first place, sales over 15,000 pieces, according to sales rankings, the user's most popular competitive patterns ranked by the top five are horse racing, track and field, Football, fencing, basketball. and "London style rivet men low help with canvas shoes" Since May mid-April since the line has also been popular with consumers, has sold more than 25,000 pieces. Every guest related personage discloses, sports marketing already let every guest feel the sweetness personally. Data show that with the European Cup, every passenger in the June sales of sportswear products increased by 50% last year.

Watch the price war is still the mainstream

"Although during the Olympic Games during the marketing level and not" June war "so hot, but also put a lot of resources in the price war, in the final analysis, or because the price war is the most effective way to compete with the electricity business. According to the industry, the electricity dealers are happy with the price war, "enclosure Rob people" or the most important purpose. In June after the price war, NetEase Youdao on the issue of "online purchase price incomplete report", the report said June net purchase CPI changes to 11.3%, commodity prices to the lowest annual. At the same time, the BoE by virtue of the 6 18 anniversary price war, the first flow of traffic beyond the cat, the market flow accounted for 42.1% (Day cat 27.4%).

Although the figures are questioned by insiders, but it is undeniable that the Beijing-East launched the June price war did bring the order and popularity of the promotion, but also for the entire electric business industry to bring "shuffle" signs: The website Yao 100 has recently announced the suspension of operations, and luxury website Jiapin Network also spread the news of mass layoffs.

"The third to fourth quarter of this year will set off the largest, most tragic and most comprehensive price war in the history of China's electric business." "As the main initiator of the price war for domestic electricity dealers, Liu may explain why there was not much fanfare during the Olympics and that the industry is widely believed to be" poised "for the third to fourth-quarter price war.

Cat Mall recently announced through micro-blog: "The second half of the day cat total investment 1 billion yuan, continue to build from the end of July to the Spring Festival online shopping spree." Real money to repay consumers and to provide subsidies to businesses will always run through it, regular delivery. At the same time, the cat is still subsidizing businesses from their own pockets to avoid businesses to pay for the price of electricity dealers. Let the carnival last until the end, let the benefits become the norm. Li Bin, the executive vice president of Suning and Tesco, also put his words in the microblog. I have always said that the price war is suning easy to buy this year and even next year, the established long-term strategy, just heard that peer in the second half also want to play a brutal price wars, claiming that the price is not the lowest will leave, I hope that is not false! ”