The smudge of "Jing Su mei" Electric business War

"Jing Su mei" electric business war smudge, still cannot conceal "pseudo" the truth of the killing of Three Kingdoms.

A few days ago, a senior person in the electric business industry can't help feeling. "Surface See 8 15 price war is Jingdong, Suning, Gome Three Kingdoms kill, actually is Jingdong, Su Ning, Ali in playing information warfare, psychological warfare, is a dark war." ”

After a number of investigations by the reporter, learned that the price war in the data behind the battlefield is also lively, after the site of the Ali-rate of comparison published a lot of relevant data, but it is surprising that NetEase Youdao, Yi think tank and other Third-party platform but gave another answer, for a time, About the Ali Department of a Amoy website and when the referee's argument began to arouse widespread concern in the industry, questioned its unfair, borrowing Gome's brand to fight their own battle, and so the sound is successive.

The real "Three Kingdoms" after the price war

Obviously, August 14 detonated the "Beijing-Soviet-American" price war, not only on the stage to kill Swords red, the stage also no weakness. Ali Department of "a Amoy" to third-party data providers as the identity of the continuous speech singing decline "Jing Dong", the strength of "gome." such as "A Amoy Net: The total price of Beijing and the East 1.2%", "a Amoy: Beijing-East quietly increase the price of Gome is very serious", "a Amoy network data: Beijing East Everyone electricity only 1.6% price reduction gome 7.7% commodity price" and so on. Industry insiders, this time the price war real PK object is Jingdong, Suning and Ali. Ali Department of a Amoy price war intention is obvious, the strength of Gome, derogatory Beijing east.

One of the reasons behind this is the interest-driven, Gome has already become one of the important customers, as early as in 2011, Gome Online shopping mall will officially access a "one account Pass" system, together with another large platform Bowser network, Gome two platforms have been with a Amoy network "one account Pass" system to achieve docking, It can be said that Gome has been with a Amoy to maintain close cooperation; The second reason is the interest-driven, as a business E-commerce platform, Jingdong development is too rapid, also make the day Cat mall is very uneasy, so, Ali department also covert action, pushing Gome to become the endorsement of Ali, can be described as "borrow boat to sea."

Double standards who's right and who's wrong?

In the Ali Department of a Amoy to the Beijing-east derogatory and praised the United States, the main point of view that the East Beijing discount rate did not meet the market, there is another sound. NetEase, Analysys International as the media and Third-party Consulting, the price war conducted an objective observation.

On this, Youdao shopping assistants All-round analysis of 8 15 price war data: 8 15 The same day, the east side of Suning Jingdong coincidence merchandise only 11%, Jingdong and suning electricity coincidence commodity price drop ratio is revised to 6.7% and 6.2% respectively;

and easy to view data points out that in the discount rate data, Jingdong Mall is still ahead of other platforms, discount promotions is Jingdong impress the user's important means. And after the 8 15 promotion, Jingdong Mall price discount rate stability higher than competitors. Inau examples, Jingdong Mall, Suning and Gome online mall nearly 4 days of the average discount rate for refrigerators is 84.96%, 89.48%, 87.71% respectively.

If only a single look at the data, will give the Beijing-East flashy feeling, but compared with netease and easy to view the analysis of data, it is not difficult to find the truth.

Jing-dong really through the real discount rate, the consumers have to let go, and, the price war launched by the east, but also to promote Su Ning, gome transformation and upgrading of China's large household electrical appliances channel development played an important role in promoting. As for a Amoy, it is more like a spoiler. Can be said to lift a stone to hit their own feet, both when the referee and when the athletes as a result of many people in the industry are not ashamed.

The consumer is the real referee.

In fact, any third party's data is indirect, and the consumer's decision is the most direct and ultimate. Many consumers in doubt, still through the Beijing-east platform to buy more affordable large electrical appliances products, and said the experience is good. In the survey of NetEase, 62.86% of consumers still support Jingdong. There are netizens in the forum said, "Support Jingdong, Jingdong price low." ”

In fact, although in sales, Jingdong may be the biggest winner, but in the business model transformation, the most beneficial is in fact suning, gome, such as traditional household electrical appliances channel business. In the online shopping has become the consumer general life form today, the price war accelerates the Su Ning, the Gome transformation.

NetEase Youdao on the price war objective summary. In the flow, Jing-dong ranked 1th, suning growth fastest, and more than the day cat, ranked 2nd. NetEase Youdao said, "It seems that Jing Dong is not 0, Su Ning is not 1, the two sides of the common principle of mutual growth and no harm played a beautiful battle." ”

Easy view of the analysis that, from the flow change, Jingdong, Suning and Gome have reaped gains, of which Jingdong Mall's absolute growth rate of the fastest, approaching the day of the cat traffic. Easy View summary, "815 price war before and after the Jingdong Mall, Suning easy to buy and Gome online mall traffic formed a huge pull role, and for each major platform brought a lot of new users and orders." ”

Obviously, the price war is a three-win battle, traditional retailers can be faster transformation, online platform to make a higher popularity and market sales, while consumers get the ultimate benefits, of course, some unfair data detection can only let consumers lose their trust, integrity development, open and transparent, The sun as the industry development is the king.