The price war makes people tired, from price competition back to value competition is the way to win more

Jing Dong "6 18" price promotion, is regarded as a encircle of the electric business feast.

But despite the lively fighting, many consumers have expressed the "rational order." "The electric Dealer's promotion activity is really the gimmick too many, the bewildering, together with the website quite frequent promotion activity, feels some esthetic fatigue." "Some consumers said yesterday to the first financial journal.

It's hard to pick up cheap

Perhaps because of last year's "8 15 price war" has been criticized, a new round of the war on the collective sales of electricity dealers, was the tacit understanding of businessmen called "in the middle of the year", in fact, or who is the home sales promotion pattern, who the lowest price.

Shanghai Citizen Qin in June 16 day began to focus on the refrigerator, ready to take advantage of "6 18" to buy a Haier refrigerator 186KB. According to Mr. Qin recalls, 16th, during the day, Jingdong mall the refrigerator price is 1499 yuan, the product page has a line of small print: Early morning, this commodity will be reduced price; Suning easy to buy the commodity price for 1499 yuan, but can participate in the time limit snapped up, 100 yuan, equivalent to 1399 Yuan, and gome online price of 1358 yuan.

"I'm going to wait until the wee hours," he said. "Mr. Qin some anger: Although the early morning did reduce prices, but only to 1399 yuan, and did not achieve" the minimum "commitment to make him white waiting for a night. This reporter yesterday evening 8 o'clock inquiry found that the goods in the Haier Mall price of 1399 Yuan, and Jingdong Mall shows: "' 6 18 ' crazy Rob 72 hours: Discount 200, only 1399 yuan."

The price of kidnapping is not just for consumers, but also for suppliers. An electric appliance company's senior executives told our correspondent: the cost of online promotions is ultimately passed on to suppliers, and the frequent price wars in the electric business sector have affected the price system that has been somewhat confusing under the product line.

There are also some manufacturers do not choose to reject the response is directly to the problem, they believe that some of the electric business practices of the enterprise management, regardless of line pricing should follow the market basic rules. Because the price of chaos will cause the whole industry chain price system and demand system disorder, thus interfering with the healthy development of the entire industry.

Electric Business observer Ruzenwang that the price war is a PR war, to "price war" gimmick to drive consumer attention, to stimulate consumer desire and consumption power, has become the standard play of the electric business. Returning from price competition to value competition is the way to win more.

Aesthetic fatigue

According to the data from Jingdong, June 17, the day of the Beijing-East effective order close to 2 million orders. Among them, book orders grew 5 times times, mother and child orders grew twice times, the entire open platform order growth of 100%. In addition, in the early hours of June 18, the sales of Jingdong appliances category in 7 minutes has exceeded 40 million yuan.

The above data show that as of 18th 3 o'clock in the afternoon, Gome online, Xun, Suning, Jingdong, a number of stores in the top five, of which, gome online traffic growth of 153% ranked first, Xun, Suning, Beijing east of the increase of 61%, 49%, 36%. Last year, "6 18", Beijing-east traffic Rose 114%, ranked first Suning 175%.

Some analysts believe that the "6 18" war, Gome online traffic growth of 153% of the main reason lies in the cat after the entry of the flow of the acquired. But excluding Gome online, Beijing East in the "6 18" harvest of the flow dividend than last year also has a certain degree of decline.

Five hundred City Electrical network chairman Shan Bin said, because of the economic environment, in recent years, the overall performance of the domestic retail industry, especially in the electricity, inventory backlog is high, some suppliers are eager to clear inventory demand. In addition, the current domestic power market is more dispersed, such as the Beijing-east and other electric platform hope that through the competition of price war means to achieve a relatively monopolistic status. These reasons all make the electricity merchant price war to be staged continuously.

However, from this year's "6 18" major electric dealers in the flow rate of growth generally less than last year, the user's sensitivity to the price war is declining.

IT industry researcher Rotzing that the major electric dealers never stopped the "price war", but let the extent of the difference, last year's "Price water" and frequent "price war" brought by aesthetic fatigue, has been very difficult in a short time to stimulate a strong desire to consume. Of course, consumers who already have a shopping target will choose to make a single offer at this time, affected by the price.

Rotzing based on this forecast, a new round of "electric business War" will enhance the site sales, but it is unlikely to be a burst of growth.