The electric dealer's fleeting reserve price breakthrough is difficult to have the result

Source: Internet
Author: User
Keywords Electricity quotient price war off-season still consumer
In the early morning of the Silicon Valley network, the first round of this year, the vast majority of electric giants are involved in the "war" began. Although the appliance dealers say "price war" is not the core competitiveness, but the key words of the electric business war is still "concessions, let".


just, after last year's "8 15 price war" false price, this year's price war still people pay? The reporter found that in the beginning of the June, the electrical appliances business in the momentum of the campaign, concerned about this round of the number of consumers, can not be a single, "still have to see whether the price is really affordable."


Low price fleeting


this round of electric business war, from "saliva war" start. The first to provoke a war in Jingdong, with the "do not make" such a very fun keyword, other electric dealers have responded: Su Ning's "Do Not Panic", Gome's "Do not install", the cat "Don't Pull", Xun "don't blow", when the "Do not quarrel" ... In the end who is eligible to issue "no X" instructions, from the site's promotional programs to see, it is really difficult to say.


consumer Mr Zhu told reporters, "the previous electric business war is different sites against each other, you reduce my price, if there is intention to product, as long as the switch between different sites can be." But this time, not only to horizontal comparison, but also longitudinal comparison, can only exclamation electric quotient ' changeable '. "He sees a camera, the original website price at one hundred or two hundred yuan, behold the electrical appliance business will be a" war "into different stages, today is the" department store the lowest price ", Tomorrow is" 3C promotion ", and the day after the" whole station ", the results of the camera in the same site within one day may have two or three prices, a difference of hundreds of yuan: See the low price of the heart itch, the next one, and worry about the back of the cheaper. He felt that this reduced the pleasure of shopping: "Online shopping is convenient to save time and money, but now, want to cheap, you have to sit in front of the computer constantly brush screen." ”


off-season can change season


also have consumers feel that the electricity business "not to do not brittle" price war, is to hoist the appetite of consumers, the off-season into a busy season.


Why choose the June 17 war? Business consultant Dayutech that both coincidence and opportunity. The first one to say that the big promotion is Jingdong, because June 18 is Jingdong shop anniversary, but the death of the opponent is the trend of the game is the electric business industry rules, other electric dealers naturally unwilling to be Beijing East rob the limelight, the results of a few will coincide June 17 set for their own promotional starting point. On the other hand, June late in the past is the consumption of the off-season, physical shopping malls do not have large-scale marketing activities, but the graduation season and wedding, home decorating The peak also contains a lot of business opportunities, which makes the electric Chamber of Commerce in the off-season to use large-scale promotional methods to stimulate the market. "It is not difficult to find, home appliances, consumer electronics, books, department stores are the power of the strong industry, and their target group is just the off-season students, new, so it is not difficult to understand why the electrical business to choose this time to promote." ”


However, if you want to change the off-season to a high season, the price war may not work. Dayutech pointed out that the target customer group's consumption capacity and consumer demand is relatively fixed, the price war of electricity dealers can not create new products, new services, will not be able to unearth new consumption potential, market space is very limited.


breakthrough still no direction


careful observation will find that almost no electricity dealers recognized the war as a "price war", but tacit understanding called "June big Promotion". Since the price war was criticized last year, the electric dealers have shied away from the word price war and have put forward new concepts such as "value Wars". But from the current war to see, the competition is still the price of the low. Internet industry researcher Tang Yu pointed out that this shows that the electricity business still did not break out from the price war, but also realize that this is a double-edged sword: "Because last year ' 8 17 ' price war in the pricing behavior by the National Development and Reform Commission and other departments of the naming and criticism, consumers to preach low price behavior is also very disgusted, so the electric business to new marketing slogan." ”


for the future development model, the electrical business is still in exploration, there is no clear direction. Tang Yu said that as long as the sales curve and growth rate to do a good job, they can get capital favored, access to investment; but now the capital market is very cautious about the investment in electricity, the logic of "burning money for performance" is unworkable, which compels the enterprise to return to the ultimate goal of profit. In this regard, the electrical business must start from their own internal strength, to find a sustainable way of marketing: "Like Suning Unified line under the price, integration of resources, Gome online and the cat together, etc., can be regarded as the electric business exploration initiatives." "But he thinks, from many electric dealers still happily participate in price war can be seen, the current exploration is only the initial stage, the electric business still did not find the road to break through."


Original title Electric trader again the war: Low price fleeting breakthrough still no fruit
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