[PConline Talk] Businesses frequently make festivals, and consumers continue to buy and buy. Every year before November 11th, we are always dazzled by various e-commerce promotions, and the amount of information is so large that consumers who hold money to buy are It is difficult to resolutely pick up the hand. In addition to consumers who need to be savvy enough to look at it again, the home appliance makers have already prepared for 11.11, and Jingdong, Suning, and Gome, the three giants of home appliance e-commerce, have begun to battle early. The three death crickets 11.11 also became a major attraction for netizens who loved to pick their hands before the shopping festival. In this age of online shopping, can you buy it smart? For all kinds of e-commerce businesses, consumers really earn it?
Suning's "Pingjing Battle" shot first shot
Some time ago, Suning had just made money with Ali and Wanda. Except for some routine changes, there were no astonishing moves. It was only known to people that Suning would start fighting back sooner or later. This does not, in the early hours of October 18th, Suning COO Hou Enlong issued four words on his Weibo: Ping Jing Battle, formally fired the first shot of 11.11 Rush. The spearhead refers to Jingdong, which is in full swing.
Pingjing Battle
In the domestic e-commerce rankings, in addition to Ali's Lynx and Taobao ranking first, Jingdong followed in second place, while Suning ranked third. This time, the spearhead of the Pingjing Campaign pointed to Jingdong, and it was also expected that Suning held a high-level internal meeting at its Xuzhuang headquarters in Nanjing. The content was to mobilize the group to promote “preparation†for the upcoming 11.11, and Suning Chairman Zhang Jindong Senior executives such as COO Hou Enlong attended the meeting.
It is also worth noting that Alibaba has already moved the "Double 11" command to Beijing, which is almost equal to the JD.com headquarters. This has more or less the meaning of suppressing JD.
Jing Teng plans to send 11 consecutive days of advertising to friends
Let's talk about Jingdong, the recent Jingdong CEO Liu Qiangdong may have been busy with honey tea sister honeymoon, and has just become a prospective father, do not know there is no time to care about Suning's battle. After all, with this large backer of Tencent, it seems that Jingdong does not suffer from no good results, so Jingteng plan came into being.
Jing Teng plan
On October 17th, Jingdong teamed up with Tencent to launch the “Jingtan Planâ€, a strategic cooperation project. The two parties pooled their advantageous resources together to create a platform named “Commercial Productsâ€. WeChat will open up the Level 1 entrance for Jingdong and continue 11 days in WeChat’s friends circle. Advertising and other cooperation. Tencent’s QQ, WeChat, music, and games applications cover almost all of China’s online portals. In terms of social software, it’s almost monopolistic, and any of these resources’ competitors are watching. It almost became the trigger for Suning's "Pingjing Battle."
Suning bombards "Jing Teng Plan" is damage to WeChat
The Jingteng project is undoubtedly a powerful weapon of Jingdong. However, before 11.11, everyone's QQ and the circle of friends may be robbed by Jingdong. For this reason, Suning COO Hou Enlong bombarded the Jingteng plan "is the biggest harm to WeChat so good social products." .
Gome declares a high-profile declaration of war
In the author's impression, Gome is relatively low-key. Whether it is Jingdong's speculation on the opportunity to take tea with her younger sister, or Suning has a marriage with Ali and Wanda, and the country is relatively calm. But this time, it seems to be aware of the importance of this 11.11, plus the new coach to take office, must make some achievements to look better, so Gome also took the opportunity to take 11.11.
Gome "True Battle 11.11"
Jingdong has plans for Beijing Jingteng, Suning has issued the "Pingjing Battle," and Gome, which also has its headquarters in Beijing, has subsequently opened the "True 11.11" campaign to join the melee. On November 2nd, Gome officially announced that it would open "11.11" ahead of November 6th and promised to achieve "11.11" in the home appliance retail sector. The new coach took office, really is not the same!
Summary: Jingdong, Suning, and Gome are bound to fight for you in the household appliances, originally, Suning has Wanda and Ali's strong support and the advantages of offline stores, Gome is also a traditional home appliance giant, offline resources are not available in Jingdong However, the “Jingtan Plan†has made this war an elusive one. After all, we will be able to quietly wait for a good show while we are happy.
Price war + service war
E-commerce promotion is nothing more than price cuts. This time Jingdong, Suning and Gome's Rush is still the main price war. Unlike the past, this year's “11.11†fight is not just price, but also fight service. This may be a benign response brought about by competition. However, Jingdong’s promotion is somewhat commonplace, at least relatively unattractive for the other two, and is also consistently targeted by Suning and Gome. The situation is not so optimistic.
Jingdong huge loss, price war or can not afford
After going public in the United States last year, Jingdong’s external financing amount plummeted. In the first half of the year, fund-raising cash flow was negative for the first time. In addition, Jingdong continued to suffer huge losses. Last year, it lost nearly 5 billion yuan, and once again lost more than 1.2 billion yuan in the first half of this year. At the same time, Liu Qiangdong said that Jingdong has already put the price in third place, and will not fight price war in the future. Suning just took this ridicule of Jingdong’s price war and could not afford a price war.
JD.com launched an 11-day event in November against Suning and Gome. It was a low-priced, hot-sweeping 11-day event. The event started from November 1 to November 12 and included a variety of product categories. The way is mainly to directly drop to the historical low price or issue coupons, after using coupons, get more favorable prices. As for whether historical low prices are more expensive than other families, we will wait and see.
The screenshot of the JD.com complaint file that was exposed
Perhaps the key to Suning's poking, Jingdong's situation is likely to be one of the main reasons to downplay the price war. Moreover, Jingdong was really anxious by Suning! After Suning issued the "Pingjing Battle", Jingdong responded openly that "will not give up price war." Some time ago, microblogging netizens broke the news that Jingdong complained to Siemens that “the price of Suning was extremely low,†and that the price of the same product model, Suning, was more than one thousand Yuan lower than Jingdong's, and even after consumers placed orders in Jingdong, Also cancel the order and go to Suning to buy. The inside of "Metal Dog" (Jingdong) is almost collapsed: Chenchen is also forced to do so!
Pingjing Battle has a big move
After the launch of the Pingjing Campaign, Suning announced that 11.11 will cooperate with Tmall in this year's commodity prices to less than 20% of Jingdong's entire line of products. As long as consumers buy something more expensive than Jingdong in Suning, internal colleagues will be notified once, two punishments, and three times of class. Such a move is no wonder that Jingdong will jump into the wall, which means that regardless of how Jingdong will lower its price, Suning will follow suit. Consumers can go cheap, haha!
Suning Double 11 improves logistics efficiency
In addition to the low-cost strategy, in order to solve the logistics problems during the 11th-11th period, Suning Logistics has over 10,000 vehicles ready to go and more than 20,000 Suning logistics employees are ready. It is expected that the peak workload of Suning's large-scale logistics will reach 300,000 this year at “11.11†this year. The peak load of small logistics will be twice as high as 818 and 10 times as high. Effectively improving logistics efficiency and allowing consumers to receive products faster will help improve customer satisfaction, especially at a special time of 11.11.
Gome: You lose money and lose money.
Gome will open 11.11 ahead of schedule on November 6. It also promises to “lowest price on the entire networkâ€. It feels Jingdong is once again challenged, but who will be lower than Gome and Suning? This waits for consumers to go for a price on their own! During the 11.11 period, Gome launched a "True 11.11" campaign from October 28 to November 12. During this period, it will release 30000 free-vouchers, total 2 billion coupons, and more than 50% off home appliances. From the perspective of publicity and promotion, the country's US concessions are also very large. Compared with Jingdong and Suning, it is not weak at all.
Guo Mei Xin Shuai Li Juntao
Gome also promised to provide good services. During the event, Gome will provide instant delivery services in 428 cities throughout the country, and it will be able to achieve "three-day delivery, accurate delivery and delivery synchronization." With the words of the new CEO of Gome: "Sanzhengliangpai" and "Sanzheng" mean true quality, really low price, and really fast; "two compensations" means that you lose money and you lose money. “As long as we find that our price is higher than Jingdong and Suning, we will immediately pay 100 yuan; whoever buys it will immediately lose 300 yuan.â€
Summary: The three home appliance merchants tit for tat, each offering a big move, and Jingdong is like being in a passive situation everywhere, do not know whether they can rely on Beijing Tang plans to restore the situation. Under the author's experience, JD.com's delivery service is still very good. The arrival of self-operated merchandise in Guangzhou generally does not exceed one day. Suning and GOME have also increased their logistical efficiency. Together with the low-price strategy, they will benefit more. It should be a consumer. However, in the face of price temptation, we need to retain a sense of reason to judge the value and not worth it, after all, "there are more discounts, the value is important."
How to distinguish between genuine and low prices?
How to determine whether the same product is a real low price? In fact, the actual method is not much, if you have been concerned about the price of a certain kind of commodity, waiting for a low price to start, this situation is that you have a clear price concept for such goods, but encountered no Clear price concept of goods, in the face of this business to play out the preferential banner, but also very tempting, this time you need to use a number of third-party price plug-in for price discrimination. For example, some shopping assistant software that is relatively hot today can be used as a plug-in for the browser. When we open the product details page of JD.com and Suning.com, the plug-in for shopping assistant can give a price trend of the product within a few months. Whether it is really the lowest level of history is clear at a glance.
For example, the following picture of this 50-inch flat-panel TV product, when it was just on the shelves is 2699 yuan, and now around 11.11, there are 30 days price protection, but the price is actually 2799 yuan, and the page does not show that the relevant coupons can be received A part of the price is dropped. At the end, people think that it is the merchant who first increases the price and then lowers the price. In fact, the price is even more expensive than just being on the shelf.
This kind of situation is not uncommon in e-commerce promotions. If everyone has a shopping assistant to detect price movements or if there is always a constant price for a product, you will find that even before 11.11, there are preferential activities for home appliances. The price fluctuation is still relatively small, there is really a super-preferential price, and the goods will not be supplied indefinitely. At most a limited-time spike will be launched. The number of units that will be sold will probably not be known. In short, we should not be alarmed by publicity. , and to choose the products that they really need.
Another method is simpler and cruder. If you have the time, just want to buy the goods online and offline stores, then you can visit several offline stores, and then compare with the online price of goods. Compared with the three, even if you have no concept of the price of the goods before, after comparison, you can clearly understand what exactly.
Your hands are tired and how can you pick them up?
Although, saying that everything has been unable to stop the madness of the 10% mahjong party in 11.11, but in retrospect of the past six months, the author could not help but lament that "promotions have occurred year after year, and this year is particularly large." Buy, buy, buy is not tired? The author said that he looked tired.
11.11 is called the festival
Especially for home appliances, home appliances are not faster than the replacement of electronic products, generally only a few years or even more than ten years will be replaced once, but over the past six months, large and small online and offline promotions, has long been almost depleted the consumer Buying demand, the situation in the Golden Week 11 is enough to prove that compared to 11.1, which is even more grand, I don’t know how much purchasing power I’d overdraft. This time I might be able to sell well, and consumers are also happy to buy, but afterwards, What? When I look at my home, what is new is to buy it again and I don’t know what to buy...
After 11.11 is a double twelve...
But the promotion still has to continue. If you don't play, there will always be people playing. As long as there is one person who buys, all e-commerce companies and manufacturers will do promotions because nobody can watch people make money. After the "11.11" is over, there will be a double 12. After the end of the 12th, there will be New Year's Day. There will be a Spring Festival after the New Year's Day... and then the new year will start again. Promotions are still going on. Consumers may wrestle. Buying and buying something will be a difficult decision.
Summary: In fact, whether it is e-commerce or home appliance manufacturers, for promotion and price war, etc., must be beaten, has already become the trend of the industry, Tmall's double 11 has been a great success, the industry has followed suit, so all Forced Festival promotions. But the most worrying thing is that one day, big promotions will no longer impress consumers, and the entire industry will be in a quagmire, and new changes will begin. The author expects that sooner or later the domestic appliance industry will have to shift to high-quality products, not just pursue cost-effectiveness.
Summary: The e-commerce giants die each other, direct competition will undoubtedly bring consumers a shopping experience, and various promotional activities allow consumers to buy more cost-effective products. For consumers, e-commerce Whether it's a war of words or a price war, whether or not mutual speculation is important, it is important to bring real benefits to consumers. Otherwise, even if merchants spare no effort to make festivals every year to increase consumption, it is very difficult for consumers to keep strong. Consumer desire, in short, we still need rational consumption.
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