The electric Shang the collective to lose or borrow the vacation to carry on the strategy adjustment

Zhao Nan

[The period of the national Day during the power business is also a strategic rhythm problem. On the one hand, http://www.aliyun.com/zixun/aggregation/34734.html "> Domestic Electric Chamber of Commerce for the" double 11 "to prepare, and the three-quarter sales of the supply chain issues exposed to repair On the other hand, the fourth quarter impact of annual sales to do a personnel deployment adjustment]

has been a high-profile domestic electricity business, in the national Day this originally big promotion of the festive season, the collective lost their voice.

Data show that in the recent National Day holiday, Jingdong, cat, Suning easy to purchase and other domestic electric business platform has a large flow of decline; among them, Jingdong, the cat, Taobao's flow rate than this year's "51" during the reduction of about 1/3, and Gome's electric Shangkuba network and Suning and other platform for the purchase of electricity, the flow is also less than "51" Holidays。

Electric Business analyst Li Chengdong that, due to a variety of reasons, domestic electricity dealers have to take this long vacation as a strategic adjustment of the rest period.

Regulatory department "refereeing"

Jingdong Mall CEO Liu has not updated Weibo for one months. A "Liu's electric trader" seems to have been ordered to call a halt.

Sources said that one of the reasons for the Beijing-east and other domestic electricity dealers have accepted the supervision of mediation, should not take the initiative to provoke a price war against rivals. At present, Beijing East, Suning and other insiders have confirmed to reporters that some of the electricity dealers "price war" by the regulatory authorities to reconcile the situation.

As a result, in the "11" holiday, the domestic electricity manufacturers have been the phenomenon of collective failure, in addition to the usual coupons, return, and other means, and not too much publicity, and the United States, suning and other lines under the shop carried out a price reduction, gifts, coupons, credit cards 0 down payment, such as a variety of promotional means, has become the only protagonist in the Golden Week.

This August, in the Liu Micro-bo Momentum, Jingdong and Suning, Gome and other power companies, in the category heave price war. However, in the implementation of promotional promotions, the participants did not fully fulfill their promotional commitments, which were reviewed by the regulatory authorities, criticized, and ordered rectification.

And Liu earlier to reporters that the Beijing-East August Big home appliances price war, in the plan just for the follow-up of the big efforts to promote the pressure of the supply chain capacity, and according to the deployment, vigorously promotional time point is the National Day holiday.

Gome, Suning Annual sales of 40% from the "51" and "11" These two golden weeks, and 11 period is also the traditional sales of the second half of the sale task of the key period.

There is a point of view, if Liu in accordance with the plan to the United States, suning implementation of strategic offensive, will set off a comparison of the storm, the results of the electric and traditional stores have adverse, which is the entire industry and regulators are unwilling to see.

According to Liu previously disclosed that "8 15" price war, Beijing east has lost 20 million yuan; In addition, the online price impact on offline entities, will also make the original in the economic downturn in physical retailing into a more bleak situation.

Strategic adjustment

In addition to the regulatory mediation, Li Chengdong that the national day during the power of the business is also a strategic rhythm of the problem. As a result of the August price war and the "double 11" promotion period, many domestic electric chamber of Commerce chose during the National day to adjust the rest, will not be a big deal.

On the one hand, the domestic electric Chamber of Commerce for the "double 11" to stock, and the three-quarter sales of the exposed supply chain problems to repair; On the other hand, the fourth quarter impact of annual sales to do a staffing adjustment.

Wang Hanwa, Amazon's China president, said the annual big promotions typically took 2-3 months to prepare for the adjustment period. During the adjustment period, the personnel scheduling changes in the supply chain are also larger. This also often affects day-to-day supply programs.

The head of a vertical electric dealer who will take part in the cat's "double 11" says as a result of the need for a large number of manpower in the promotion, he will adopt a shift system to put some personnel in the national day before and after the holiday, then in the "Double 11" When the class, and the staff involved in the adjustment of the class about 1/3 of the overall total.

It is understood that, in addition to the cat "Double 11", Tencent's power Shang, as well as suning easy to purchase, also in October-November to carry out the annual big promotion.

However, NOP founder, assistant Liu Yan Former president of Jingdong said that promotion is a normal commercial means, but the gimmick of "parity" may be controlled.

In addition, he believes that, according to user shopping habits, in the seven-day holiday, consumers are more accustomed to household consumption, therefore, offline entities are often in the holidays to do promotions, and the electric business more choice to do promotional before the festival. According to its experience, domestic electricity dealers in the National Day holiday sales generally will decline 1/3 to about 1/2.

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