The price war behind electricity is actually the public relations war and the capital War

Cartoon Yang Shicheng this period guest

Li Guangdou brand strategy expert, CCTV brand consultant Yang Senior Media person, "business value" magazine Mobile reading business editor Shangxiang Electric Shang first person, contact Network founder

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The price war is only the appearance, behind is actually the public relations war and the capital War. Several electric dealers to win more eyeballs and users through PR. Another is the capital War, the Beijing East is in Su Ning launched 8 billion corporate debt financing time to provoke a price war, the crackdown on suning shares.

Shangxiang the success of the Beijing-East is to let more consumers know that everyone can also buy electricity online, but in the end to disappoint consumers, because Jingdong did not have a deal discount sales. In the Internet age, the information is transparent, you can not fool consumers, which caused the brand of jingdong damage.

Li Guangdou this time from the microblogging marketing after the Beijing-east concern, to the traditional media near-one-sided crusade, the middle of the transition factors? The root of the problem lies in the fact that Jingdong has too much preference for Weibo marketing, which leads to its lack of traditional public relations construction.

Yang

In last week's "8 15" electric business war, Weibo marketing is impressive, Jingdong Mall CEO Liu not spend a penny, only in August 14 bursts of three micro-bo, on the rise of a monstrous wave, not only Weibo forward hundreds of thousands of times to earn enough attention, but also attracted Xinhua news agency, CCTV and other traditional media to follow up, No stint in the pages of the report.

However, Jingdong Mall in micro-blog access to a large amount of exposure at the same time, in the traditional media on its negative reports are not controlled by the overwhelming, and these negative reports through the spread of micro-bo further amplification, so that Liu himself have deleted several of the price war on the micro-blog. There are comments that the electric business War, Jingdong Mall is to win the eyeball, lost Word-of-mouth, its into a micro-bo, also Weibo.

by Micro Bo Backdraft not only have Jing Dong, also have seabed fishing. In micro-blogging and other media since the rise of the times, enterprises how to grasp the micro-bo marketing discretion? What kind of value does the traditional media show? How do enterprises combine the advantages of both marketing?

This period of wealth view, brand strategy expert Li Guangdou, Senior Media person Yang, known as "Shang first person" Shenzhen Contact Power Network founder Shangxiang, together to the price war in the gain and loss of Weibo marketing analysis.

Q

1 price war or marketing war?

Huaxi City newspaper Reporter: The electric business War, is a price war or like many media commentary is a marketing war?

Li Guangdou: I think this is a show, there is no real price war, mainly Beijing east want to change people's home appliance buying habits. This is the same as the former Suning Gome to change people's home appliance purchase habits, the earlier time people have to go to the department store to buy, and then people to buy home appliances shopping malls.

As an Up-and-comer, Jingdong Mall want to attract people's eyeballs, it set off a price war, said to 0 profit, low price promotion, did not expect Suning, Gome also added to sing three spring, provoked a very eye-catching, but also Chinese businessmen are best at a price war: No minimum, only lower; you're low, I'm lower than you.

Shangxiang: The price war is only the appearance, behind is actually the public relations war and the capital War. A few electric dealers to establish their position through public relations, Jingdong is the boss of E-commerce, Su Ning is the boss of traditional home appliances stores, both to expand the business of consumer E-commerce market, it is necessary through public relations to win more eyeballs and users. Another is the capital War, the Beijing East is in Su Ning launched 8 billion corporate debt financing time to provoke a price war, the crackdown on suning shares.

Q

2 Weibo marketing and loss?

Huaxi City newspaper Reporter: In this electric business war, micro-blog and traditional media each played what effect? Why?

Li Guangdou: The success of Jingdong is to let more consumers know that everyone can also buy electricity online, but the end result is to disappoint consumers. Jingdong did not have the actual sale discount, did not bring great benefits to consumers, because the network era, the information is transparent, you can not fool consumers, which let Jingdong brand damaged.

Social media are interactive, before all is the enterprise unilateral publication information, you say what consumer listens to what, now the consumer has the question right, I saw you do and said is different, will question the onlookers, the enterprise in the brand propaganda also must take warning, homilies must line, the resolute.

Yang: Weibo marketing tactics in the first half of the great success, whether users, media attention, or Web site traffic, are several times higher than the past. But it was the culmination of the Liu, and the price war inevitably went downhill in the days that followed. The publication cycle of the traditional paper media is the shortest day, therefore, on August 15, the paper media transmission began to replace the micro-BO transmission force.

First several financial newspapers, the city newspaper did the East Jingdong Mall's negative report, then CCTV on August 19 reported that the overall price of the goods in East Beijing rose by about 1.2%. Due to the great influence of CCTV, this has led to a big loss of reputation in the east. Alexa index, the day of August 15 to reach the peak, Jingdong site ranking name all the way down. The flow of Jingdong did not continue as Liu claimed.

Shangxiang: Attacking competitors is understandable in business. But this time I think the biggest failure is to ignore the consumer's feelings, the price did not fall into practice, you said to be 10% or something lower than each other, did not do. It's a bottom line not to be fooled by consumers. From the marketing point of view, everyone is successful, but from the perspective of the people, especially for Jingdong, lost the good faith, gained the benefits of the surface, but for the long-term benefits.

Jing Dong's microblog marketing is very successful, but the traditional media is its weakness. Weibo mainly affects young people, but 30-50-year-old people mainly look at the traditional media, and in addition to white-collar companies, 80% of the people still look at the traditional media. White-collar is often in micro-blog mixed, micro-bo can affect the crowd, so they do not necessarily care about the traditional media, but from the habits of most people, it is not necessarily the case.

Q

3 How does microblog marketing combine with traditional marketing?

Huaxi City newspaper Reporter: For enterprises, how to combine micro-blogging and traditional media strengths to do marketing?

Shangxiang: The timeliness of microblogging advantage, but the depth of the traditional media and authority is not a micro-blog can replace, such as Weibo on a statement, you will think that rumors are unconfirmed, but CCTV, People's Daily report one thing, most civilians think it is true, And these reports will soon be reproduced on the Weibo amplification.

This time the electricity business world public opinion turning point, is the CCTV report said Jingdong mall overall rose 1.2%, has fixed the sex, everybody micro-blog to turn again, the public opinion immediately turns. Therefore, enterprises must pay attention to marketing, do not unduly emphasize micro-blog marketing, must be combined with the traditional media to do.

Yang: Since the start with Dangdang book price war, Liu has repeatedly from the micro-Bo war tasted the sweetness, and become the internet company's most biased micro-BO marketing representatives. But this time from the micro-Bo Marketing Enterprise's attention to increase, to the traditional media near-one-sided crusade, the middle of the transition factors? The root of the problem lies in the fact that Jingdong has too much preference for Weibo marketing, which leads to its lack of traditional public relations construction.

Through this war, Weibo marketing also fully exposed its weaknesses. The spread of microblogging is very wide, but the content production capacity cannot keep up with this huge transmission speed. After the initial outbreak, the decision of the reputation of the initiative, that is, the so-called "agenda setting" in communication, still in the hands of traditional media.

Rothi Reporter of Huaxi Metropolis Daily