Traditional electric Trader Awakening: Price war is not a new strategy for survival

"Sadie Network Message" January 10 News, Taobao "Taobao body", where the customer prudential products to "where the object" occupy the eyes of consumers, "815 price war" is called competition price, is really the electric business to consumers of public relations competition, in the white-hot electricity industry, they have been innovative internet marketing means to obtain a time fresh, But it's hard to hide the huge losses behind it. Major electrical goods category repeat, Price saw-saw to make consumers tired, integrity, service in the tug of buffoon. In the 2012, a large part of China's electric enterprises struggled to survive in the cycle because of the unclear profit model and low competition threshold.

In the pattern of the electric business melee, the traditional enterprise electric business Awakening, suning easy to purchase the net swims to seek more outlet. According to industry insiders predicted that in 2013, the traditional enterprises will be gorgeous turned into "new" electric dealers, those who started the internet has become "old", will be a large number of deaths.

The traditional electric dealers gradually become "old"

Traditional internet marketers rely on innovative internet marketing to have overstretched consumers, and consumers also in a round of marketing wheels gradually numb, in the marketing marginal effect is weaker, at the same time, the traditional Internet electric business enterprises in the model of congenital defects also gradually appear, constantly losing money, non-stop blood transfusion, and eventually kicked out, Many of the former scenery of the unlimited electric business enterprises in such circumstances sadly ended, analysis of the underlying causes, mainly from the following three reasons:

1, general consumer goods dealers generally appear category duplication, heap development, low threshold characteristics, in the future Jingdong, Taobao, when and so will enter this field, and the small and medium-sized electric business will usher in the merger or exit crisis. In addition, the strength of the traditional enterprises such as Suning, Wanda, such as the cat, Jing Dong, such as the traditional electric dealer distribution network shopping market.

2, the electric business only pays attention to the foreground, pays attention to the flow and the sales, does not pay attention backstage construction and customer loyalty training. From the global E-commerce development process, if there is no perfect background system support, is unable to meet user needs. Background construction including low-cost commodity procurement capacity, timely delivery of logistics and distribution capacity, through all aspects of information systems and inventory management capabilities.

3, does not form the core value, cannot integrate the entire industry chain resources, forms the closed-loop pattern. According to the judgment of the electric business bosses, the failure, the loss of the electric dealer is not uncompetitive, but did not find the core competitiveness. Dangdang guoqing that the dilemma of vertical business-to-consumer is not vertical enough, lack of characteristics, high loss rate. The losing power trader wants to strike back at 2013 Jedi, still pursuing a quest for personalized products and services, and a trade-off in the cold of capital.

Do the most Internet-literate traditional enterprise

Suning easy to buy Li said: "The traditional enterprise development of e-commerce, there are natural resources and other enterprises incomparable advantages, that the traditional enterprises to do the death of Electric Chamber of Commerce, which is bound to reverse the mode of thinking." Compared with the Internet enterprises, traditional enterprises, whether it is industry experience, background accumulation or channel resources are more advantages, brand businesses do E-commerce has a mature natural products and supply chain system. The first domestic IC components of the electric business core city, known as the industry's "Suning easy to buy." Backed by the traditional IC Components distribution Group Branch Group, ComTech Core City has a strong background management experience and deep upstream channel resources, deep industry management experience and hundreds of IC components brand manufacturers resources, the use of online mode not only to the upstream manufacturers to provide a broader platform for development, can also let the downstream of the 5 million small and medium-sized enterprises more efficient procurement to the appropriate brand resources, equal to the IC components industry to build a large new supply chain, to the later competitor Tree played an insurmountable threshold.

The price-oriented public relations war let consumers feel tired, price war returns, the page can not enter, false price, etc. even let consumers lose confidence. The core competitiveness of the electric commodity brand is missing and the customer loyalty is lost. Branch through the core city will be "price-oriented" into "quality-oriented" and "service-oriented", rely on a large product database support, according to different needs, design the relevant model combination program, to provide small and medium-sized enterprises to choose, to help them improve supply chain management capacity; In the process of providing the program, can also borrow professional resources and large data systems, To provide small and medium enterprises with personalized value-added services other than sales of simple goods. A problem with the quality of an IC component or the arrival delay may bring the entire production line of manufacturers to a standstill, resulting in more than hundreds of thousands of of the losses, enterprises in the procurement of IC components, the most important product quality, delivery reputation and price stability, so once the enterprise and suppliers to establish a good cooperative relationship will rarely change other suppliers, User stability rate reached 90%.

In the face of fierce competition in the electric business sector, ComTech Core City also has an Internet Enterprise unique innovative marketing model and rapid change ability, ComTech core city will traditional advantages and the Internet light mode, fast communication combination, so that the spread of information more widely, faster, so that customers get more convenient, more direct exchange. In the words of Zhu Jizhi: "China has gradually become the global electronics Manufacturing Center, and the future of the IC components market will be more to the online transfer, if the branch group is only satisfied with the line to do the largest distributors, and do not think of reform, the future will be someone else to your life. Online is a more efficient flow of information and output channels, a variety of internet marketing is also subversive, the use of this platform and model, ComTech core City can be more efficient and low-cost integration of the entire industrial chain resources, but also for the whole industry chain to contribute more value. ”

Branch through the core city will be offline business opportunities and the Internet together, the use of O2O to integrate the advantages of online and offline, such as offline services can be online showmanship, consumers through the line to filter services and on-line settlement, while in the traditional offline mode to complete product delivery and experience. In the O2O, in addition to the regional restrictions can be minimized, more can all the intended customer groups as possible, to achieve the circle of marketing. In the future, ComTech core city also does not rule out will open in Huaqiang North Experience Shop, in order to better do customer experience service.

The development of the Internet will not destroy the traditional enterprises, but will become the traditional enterprise transformation of the "Spring Breeze", only to do the most understand the internet marketing of traditional enterprises, enterprises can become more "new".