618, The War Will Be Smoky And The Electricity Supplier Will Be The Winner.

In June 18th, an inexplicable e-commerce promotion war began on the Internet in China. Jingdong mall, suning.com, Tmall, Gome, Kwan Ba, Dangdang, Amazon and No. 1 store participated in the business.

In order to "huff" consumers to support, they are giving huge profits to promote sales, for example, Jingdong claims to give up 1 billion yuan.

The reason is "inexplicable" because

There was nothing special about Japan. It was just the anniversary of Jingdong mall, but now it has become.

The collective action of the community.

It is normal for Jingdong to warm up early for the anniversary, but other websites are also Jingdong's.

A few days ahead of the publicity preparation.

For example, the "slogan of attack 618" was openly played by Coba network. When Dangdang proposed to "levy East", suning.com sent out such an open combat horn as "East elder brother, your mother called you home".

This is the product of "China's Internet market".

China's electricity supplier competition has always been fierce, but like 618, such a straightforward and blatant spoiler competition is unprecedented. If in the past, other competitors would have to "snipe" Jingdong celebrates, but generally would be tacitly informed, rather than like now shouting exports.

618, the electricity supplier war reflects the increasingly brutal competition of China's electricity supplier, which is more and more naked. It reflects the fear of the Jingdong that the price butcher has to fight against the enemy. But on the other hand, it can also be regarded as a collective salute to the Jingdong by the Chinese electric business community.

You can be proud of your feet.

First, the competition in the electricity supplier market is so intense that it is difficult for each other to tolerate the "promotion card" that the other side plays under any pretext, and the influence of Jingdong is large enough. As a result, the whole industry has been leveraged. Secondly, the traditional and primitive impulse that the electricity business has been stimulating the market demand through the "building up Festival", which is probably the "bad habit" handed down from the household electrical appliance industry and the department store industry, and has reached the peak on the Internet. The last example is the so-called "Bachelor's Day". It is said that it has become the rare external value output of China in recent years. Thirdly, if the 618 battalion finally causes the collective Carnival of the Chinese electricity business, then the color of the Jingdong shop will fade, and this is the result that we all intended to see. Why is Jingdong's celebration day becoming an online shopping festival? There are three main reasons behind it.

For the Internet users, the 618 Online Shopping Festival is indeed very joyful. The promotion of the major electric businesses and the turnover of hundreds of millions of businesses are also very powerful. But this does not change the reality that the Chinese electricity supplier market is still in the cold winter. The capital chain of each of them is very tense. The concept of China is not yet in distress.

The so-called "death is chemical fertilizer, and the survival of heroes". The fact is that China's electricity business has been trapped in a prisoner's dilemma. It is hoped that the rival can die first to become a fertilizer that moistens itself, and to become a surviving hero.

Compared with foreign countries, China's electricity business is not born in a mature business environment. If they want to develop, they must repay the old debts owed by the traditional business, besides storing the market, educating consumers, warehousing, logistics, distribution and payment.

These tasks, which were originally completed by the traditional business, could only be filled by the electricity providers, so they could only burn money.

China's Internet industry has become a traditional industry. The market competition is no longer an innovation, but a price war, such as smart phone wars such as millet and Qihoo, such as the fight of group buying network.

These competitions have typical characteristics of entrepreneurs, that is, decision-makers are highly flexible and lack institutional stability, especially by investors and IPO impulses. This means that the electricity supplier market is not yet mature, and the homogenization of enterprises is serious.