This year, the Battle of the electric business has been stretched even longer.

This year, unlike in the past, the Battle of the electric business has been stretched even longer. The scope of competition is not limited to the industry, but to war across platforms.

According to convention, every August is the time when the price war of the electric Business enterprise is white-hot. But this year's August was evaluated by the industry as the lowest, most of the battle day without gunpowder. After several years of shuffling, the electric business industry has been separated from the price war to attract eyeballs and the fate of the market share, instead, with the birth of the electric power business, and then with other mainstream internet industry, the integration of more and more high, cross-platform cooperation. BEIJING-East Shielding micro-letter, 1th stores invested heavily in mobile phones, layout of fresh products, gome online kill to fast consumer goods, Baidu stake in everyone glutinous rice network to enter group buying.

From self-preservation to holding a regiment

August 25, Jingdong Mall issued internal Mail, Jingdong Mall in the interior will be a total ban on the use of micro-letter as an instant messaging tool, and the choice of easy letter as the only allowed to use the chat tool.

The specific content of the message is that with the rapid development of the Beijing-east, the company's influence is rapidly rising. "As you know, we have 30,000 employees, nearly 40,000 partners, hundreds of millions of users, daily order volume in millions of orders, daily delivery of a lot of business information, this information for the Jingdong itself, our users, suppliers and sellers are very important." "The company hereby stipulates that employees can only unify the use of easy letter for work-related business exchanges."

E-commerce observer, million-engine consulting CEO Ruzenwang that Tencent has become the Beijing East in the 3C's biggest opponent, because of the fear of internal data was the micro-letter seized, the Beijing-east move with Taobao blocked micro-letter is the same.

August 19, NetEase and China Telecom set up joint ventures to launch instant social tools-easy to believe. On the day of the Conference, Ding Lei invited several internet industry big guy platform, including Jingdong Mall CMO Lan Ye. The move is also interpreted as: Internet companies hold a group to resist the monopoly of micro-trust.

"Micro-credit market share has reached the point of Monopoly, if the single and its competition is unrealistic." "Analysys International analyst Guo Yang said.

The reason why Jing Dong "avoid micro-letter, very easy letter", is because Tencent's electricity commodity brand Xun and Jingdong is the direct competition relations. But NetEase has no electricity business.

In addition, this also indicates that Jingdong Mall will be within a certain range to strengthen the contact with the internet giants, so with the help of external resources integration, control risk in order to protect themselves.

Belated new business

The "Cross-platform" of store 1th and Gome is reflected in a relatively small number of new businesses. August 27, shop 1th, the fresh business began nationwide expansion, Beijing station on-line more than 70 kinds of fruit, while the pre-sale of hairy crabs. Two weeks ago, shop 1th also sacrificed a competitive "D50" mobile phone price strategy, locking the Jing-dong personal parity, playing D50 label with the same model of mobile phone at least 50 yuan cheaper than the Beijing-east, but also sounded the Horn of the whole category. August 26, Gome online Fast Elimination festival promotional activities quietly on-line. It is understood that the first line of the rapid elimination of product cooperation brand more than 20,000 businesses. Offline, the new Gome Online Logistics Warehousing Center in Wuhan is also in the preparatory stage.

"In the big Data age, in addition to developing new customers, it is more about enhancing the stickiness of existing users," said Pengliang, a vice president of Gome online. Household electrical Appliances 3C Products Customer data collection appears to be too single, and FMCG category can make our customer's data appear more solid. ”

"Competition is good, competition can motivate you to think more about what consumers need, more as a customer experience as a goal, rather than being able to do better in one dimension," says Guo Dongdong, vice President of Shop No. 1th. For example, if you are only doing a better price, but your product is not rich, so consumers are not very satisfied. New business development comes from the original intention of doing a good customer experience. ”

"Mobile phone and fresh is a very important strategic category, is the 1th shop to do online supermarket ' one-stop shopping ' the most important step." No. 1th Store came to Beijing to tell us that we are the first, we are the first to enter Beijing's electric business, we also hope that the future to provide consumers with the experience is first-class. We have an expansion table, October or so stores will open Guangzhou and Shenzhen distribution, because the entire Internet penetration rate should be the highest in Guangdong province, we think this piece is very potential area. This year we put north, up, wide and deep, we hope to launch in Wuhan and Chengdu early next year fresh, from the regional level we are doing so. "Guo Dongdong said.

"Now we are in the initial stage of the progress of the major department stores." "Pengliang said. Gome's online core weapon is "warehousing". Gome online Wuhan New storage Center is expected to cover an area of 500 acres, is the original 10 times times, and for the fast consumer goods, offline logistics storage support more important.

In fact, the open warehousing, logistics, customer service system data, are the electrical business enterprises after the price of the most concerned about the post-war period, the majority of the company's funds from the original price subsidies precipitation to this. But at present, the problem in front of the electric business enterprise is still profitable, for example, use the most original advertisement revenue to increase revenue. After all, rumors of a break in the capital chain have been rampant, and the frequency of financing of electric business enterprises has indeed declined.