The World Cup has become a new excuse for the e-commerce enterprises to make price war

Lv Jing

The World Cup has become a new excuse for the e-commerce enterprises to make price war.

Starting from mid-June, the major e-commerce once again set off the price war, and in the past is different, this round of promotional wars not only increased the number of World Cup elements, the promotion efforts, duration and breadth than in previous years has also been extended.

Data from third-party parity software Hui-hui, a shopping assistant, showed that the top three providers of e-commerce in June were Jingdong (41%), Lynx (31%) and Vipshop (4%). Looking back at June, The promotion between e-commerce is still dominated by price war, but the trend is weakened. With the introduction of third-party parity software, the e-commerce price has become relatively transparent. On the other hand, in the face of an endless number of promotional wars, consumers Has been slightly tired.

Price chaos E-commerce marketing alternative?

As early as June before the big promotion, the United States since the expose of scars, shelled the chaos of online shopping chaos "seven sins", including the virtual high price, low stock, first rose later, limited low price. Business insiders believe that the need to jump out of the electricity supplier itself, with a third party independent agencies to be "referees," objective parity.

Before this year's "6.18" "war," Jingdong Mall took the lead in introducing parity software as a third-party monitoring software to support the lowest price in its history of products to gain consumer trust. This initiative will undoubtedly enhance the consumer's user experience. According to the real-time data of the Huihui Shopping Assistant, as of 16:00 on June 18, Jingdong's traffic rose 82% YoY, significantly ahead of other e-commerce providers.

In fact, although the price war between e-commerce will not disappear in the next few years, the two big giants Jingdong and Alibaba will go public and the era of price competition between Chinese e-commerce dealers will soon be gone. Xu Changhong, vice president of Amazon China, said: "We actually welcome the local e-commerce market because the listing of the business performance will be open to the request of the local e-commerce in view of performance considerations, will not desperately throw money as usual, investment Endless price war. "

In response to the new features of this year's E-commerce year, media and industry insiders shouted, "The last year of e-commerce promotion in 2014," "E-commerce World Cup, to buy more than selling fine." Seeing the price war to play does not turn, the major electricity providers began to find another way out.

First of all, each e-commerce enterprises compete for mobile entrance is particularly fierce, mobile data comparison has become the focus of each year this year's rush. In addition, all the big fight "service card", under the distributor in logistics and distribution. For example, "World Cup Logistics Corps" special services, delivery boss, celebrity delivery, beauty delivery men and women and so on. Lynx also launched "chilled beer home" and "served on the day before the game" service; Suning Tesco launched in some cities at night food and beverage distribution services.

Price end of the software price sparring war

NetEase Huihui market director Liu Renlei think, "e-commerce promotion wars, seemingly bustling, but in fact has been to a dead end; frequent discount month, promotion section, so that demand is limited consumption shows fatigue." Hui-hui shopping assistant and other third parties With the advent of software, consumers can more easily obtain price information and look for lower prices among different e-commerce providers. The price war has become more transparent and open.

Huihui shopping assistant data show that with the introduction of parity software, e-commerce promotion is no longer just playing gimmicks. This year, "6.18" big promotion, the average markdown price cuts of 20%. Among the goods with price changes, the No. 1 store with the largest decrease in the number of products with the price drop reached over 80%. 42% of the country's United States the lowest price of its history, 36% of Jingdong the lowest price for its history. "In the short term, the electricity supplier may have to bear the pressure of parity, but in the long run, it will stimulate the electricity supplier beyond the price of Consumers to provide a better shopping experience, help e-commerce industry healthy competition. "Liu Renlei said.

Ye Xiaoye, a senior e-commerce researcher, believes that third-party parity software can reduce the adverse effects of "bad money driving away good money" for e-commerce providers. In the past, some e-commerce operators shouted slogans to heaven. In fact, they used information asymmetry and deceived consumers by various means to form vicious competition, resulting in "bad money driving away good money." The emergence of third-party parity software will be relatively objective assessment of the price war in the situation so that consumers get rid of dazzling selection dilemma and false sales pitfalls, truly conscientious e-commerce providers to see the sincerity to strengthen consumer confidence, Let the real business for the sake of consumers stand out.

Internet researcher Yang Yu-liang believes that the e-commerce "man-made festival" has gone through the training period of consumer spending habits, entered the quality competition and experiential consumer promotion period. E-business survival of the truth in the final analysis only one sentence: the user rational. Now it seems that only by constantly optimizing the user experience to meet user needs, commitment to sales methods, logistics efficiency, product quality, data operations, mobile diversion and platform system to improve the overall, is the focus of e-commerce competition in the future.