The marketing of the "Three Kingdoms Kill" in the electric Business of Beijing, USSR

On the August 15 of 1945, a war ended in China.

67 years later, the same day, another war began in Sina.

August 14, Jingdong Mall CEO Liu a micro-blog, to make "more than Gome, suning chain more than 10% cheaper than" the commitment to the big home appliances electric power business began the war. Then suning easy to buy and Gome Online mall has issued a micro-Bo challenge, respectively, to make different low price commitment. At this point, the Beijing-Soviet-American War on prices officially launched.

August 15, the big three of the battle between the two did create a carnival of netizens. Three of the mouth fight Huan, netizens squat watch Huan, attracted other businesses and brands have dived into the melee. The war, which did not smoke, even overshadowed the Japanese surrender anniversary, and staged a complete online entertainment feast on a day that was supposed to be a bit heavy.

Price and service commitment of the Big Three

The combatants, the spectator music, seems to be a business bloodletting, consumers benefit of the event, both solemn and festive. For online stores, traffic and turnover are essential data for survival. Throughout the day, regardless of the data, whether it is "the first to attack" Jingdong, or "head-on counterattack" Su Ning and "Fan the Flames" of the United States, are winners, win more! However, if from the long-term marketing strategy, this battle to win more thoroughly Beijing east. Because in fact, the campaign from the beginning of the "unfair"-with the internet gene of Jingdong in their own home, challenged two not fully adapted to the Internet opponents. Of course, this is also the Jing Dong's brilliant Place:

First of all, Su Ning and Gome's main sales contributions are concentrated in the offline entity stores, the electrical operators are in fact forced by the situation, the so-called "Jianzaixianshang, had to send." If they do well, in fact, they rob their own business, but the impact of the offline sales performance. Moreover, at present, two companies do not have a complete and matching solution, so its investment in the electric business is trapped by traditional channels, not completely let go, gets. The opposite view of Jingdong is not, no worries, more can concentrate on.

Second, the price war on the core of the "battlefield" is everyone electricity, of which the Beijing-east of the large household electrical appliances business accounted for its overall sales of 15%, and Suning and Gome are different, to large household appliances sales for the main business. Assuming that the price war continues, the biggest beneficiary must be jingdong. Because "to the length of their own short", in the "gross margin" the same loss, Beijing-East bleeding is significantly less than Su Ning and Gome, in the capital competition to achieve the "four to dial the heavy" effect, of course, all of this is the premise of the Beijing east to have this spell capital, and "nothing but money" Liu obviously do not worry about this problem.

Third, Jingdong has suning gome incomparable envy of the electrical business qualifications, in the enterprise structure, business processes, team capabilities and many aspects of the innate advantages, and the price war is instigated by the Beijing-East, ready to fully, is the best time and place. From the morning of 15th, suning and Gome are down, can see the leisurely.

In the battle, Liu share the action of the Office photos on Weibo, eye-catching character "dozen Suning headquarters", showing not only the smug, but also represents the e-commerce for traditional business superiority. In fact, the Internet gene is not only embodied in its overall strategic layout, but also in its interactive strategy to show clear ideas and strong wrist, and let it in the electric business war in the performance of commendable:

Core communication demands established by core competence

Jingdong as an online store, compared to the offline store, the price has always been its absolute advantage. Su Ning and Gome, although online they can also do and jingdong the same price, but once the price down, it will inevitably to their own physical store caused a small impact, constraints difficult to care.

This is the Beijing-east and Suning Gome compared to the core competitiveness.

And for this core, the Beijing-East communication demand positioning precision and brutal--again to reduce the consumer's psychological expectations of price!

Before the 815 war, consumers ' expectations of electricity prices tended to come from offline "around". Although the online store has a huge operating cost, the price is lower, but China's consumers have not actually formed in the Internet to pay attention to the price of large household appliances consumer inertia. And the Beijing-East pull of the war has completely shouted the online than offline store Cheap This truth-keen "cheap" Chinese consumers, once the habit of buying people to "around" the internet before it is formed, the price expected to be pulled down by the real store will be devastating.

So Jingdong used a vigorous gimmick, in fact cleverly passed the two demands: 1. Buying electricity online is cheaper than going to a physical store; 2. In Beijing East buy everyone electricity than in suning easy to buy, Gome online shopping on the cheap.

No matter which request arrives, let Suning and Gome deeply "can't afford".

Social Marketing

During the electric business War, the microblogging platform was a half home play. From the launch of the battle, to the war of provocation, ght, including onlookers, to fight, stir up muddy water, all in micro-Bo launched. In particular, Jing Dong Liu Weibo, but also every move to stir up the thousand layers of spray.

In fact, Liu's social marketing has been doing quite well. On Sina Weibo, he has been an outspoken and vigorous image. And Liu is a few entrepreneurs who can integrate personal charm and enterprise temperament, he is good at making and using the topic, and among the public opinion of the central positive performance. Like Steve Jobs's Apple, Zuckerberg's Facebook, lei to millet. Consumers, media, and social media platforms all love such entrepreneurs and love the brands that entrepreneurs create.

Therefore, in the micro-boping platform, around the Liu around the fans, not only Liu active hardcore fans, but also the Beijing-east brand hardcore fans. Such millions of fans have become the best media for Liu's manufacturing events, ensuring that his topic can explode quickly on microblogging platforms and even other social media platforms.

There is a good image base and communication base, coupled with the challenge of Su Ning gome such a topic of super content, a good marketing campaign is very easy to achieve.

To the user is also to their own surprise joy

In this war, Jingdong can be said to be a battle-hardened and well-prepared, and suning and Gome are hasty challenges. Perhaps the latter two did not anticipate that the morning of August 15 will have such a violent traffic to their own, so the server down successively.

From here, Jingdong has already won the user experience in a leisurely way.

In fact, for the overall site from the content framework to the operating process and other user experience in all aspects, Jingdong is significantly superior to suning and Gome. Therefore, it is not difficult to imagine, when a user learned the news of the electric business war, to three of sites to take turns to wait and see, the likelihood of a big increase in Beijing east.

The

is not only the online user experience, Liu also put huge cost into the self-built logistics, the first proposed the "211 limit" this service concept. Only the channels and services have a complete management model, can be from the "store Shop" evolved into a "network store." This is why Jingdong dared to launch the challenge, only the "best goods" businessmen dare to shout out the around slogan.