Electricity Supplier National Day Collective Loss Of Voice Price War Or Regulatory Authorities Have Been Mediating.

Always high-profile domestic

In the season of national day, which was originally greatly promoted, the collective lost its voice.

Data show that in the Past National Day holiday, Jingdong, Tmall, suning.com and other domestic electronic business platforms all showed significant decline in traffic volume. Among them, Jingdong, Tmall and Taobao traffic decreased by about 1/3 on average during the May 1 period.

Li Chengdong, an e-commerce analyst, believes that due to various reasons, the domestic electricity supplier has to choose this long vacation as a strategic adjustment period.

Regulatory authorities "to persuade"

CEO Liu Qiangdong (micro-blog) has not updated micro-blog for more than a month.

A "Liu's electricity supplier" seems to have been ordered to halt.

It is reported that one of the reasons is that Jingdong and other domestic electricity suppliers have already received mediation from the regulatory authorities, and can not take the initiative to provoke price wars against their rivals.

At present, Jingdong, Suning and other insiders have confirmed to reporters that part of the electricity supplier "price war" by the regulatory authorities to reconcile the situation.

Thus, during the "eleven" holiday, the phenomenon of collective failure occurred in domestic electricity providers. Apart from regular coupons and cash return, there was not much publicity. Instead, Gome, Suning and other offline stores carried out various promotional methods such as price reduction, gift giving, coupons, credit card down payment and zero interest rates, and became the only protagonist in the golden week.

In August this year, under the momentum of Liu Qiangdong micro-blog, Jingdong and Suning, Gome and other electricity providers, call the price war in the category of big appliances.

However, the participants did not fully fulfill their advertising commitments while implementing the sales promotion, which was examined, criticized and ordered by the regulatory authorities.

Liu Qiangdong told reporters earlier that Jingdong's August big family price war in the plan is just to test the pressure capacity of the supply chain for the subsequent major promotion, and according to the deployment, the time for big promotion is the National Day holiday.

40% of sales in Gome and sunning come from the two golden week of May 1 and eleven, and eleven is also the critical period for the traditional stores to sprint their sales tasks in the second half of the year.

There is a view that if Liu Qiangdong carries out a strategic attack on Gome and Suning according to the plan, it is bound to trigger a price storm. The result is adverse to the electricity supplier and traditional stores, which is the whole industry and regulators do not want to see.

According to Liu Qiangdong previously revealed, "8. 15" price war, Jingdong has lost 20 million yuan; in addition, the online price impact on offline entities will also make the original.

In the downside, physical retailing is in a more bleak situation.

Strategic adjustment

In addition to mediation by the regulatory authorities, Li Chengdong believes that the collapse of the electricity supplier during the National Day is also a question of strategic rhythm.

Due to the price war in August and the "double 11" promotion period, many domestic electricity suppliers will choose to adjust and rest during the national day.

On the one hand, the domestic electricity supplier will prepare for the "double 11" and repair the supply chain problems exposed in the three quarter sales promotion. On the other hand, it will make a personnel allocation adjustment for the fourth quarter impact annual sales.

Wang Hanhua, President of Amazon China, said that the annual sales promotion usually takes 2~3 months to prepare for the adjustment period.

During the adjustment period, the scheduling of personnel involved in the supply chain is also changing.

This often affects the daily supply plan.

A person who will take part in Tmall's "double 11" vertical electricity supplier said that because he needed a lot of manpower in the big promotion, he would adopt the system of adjusting classes, put some personnel on vacation before and after national day, and then make up classes in the "double 11", while the personnel involved in the shift accounted for about 1/3 of the whole.

It is understood that, in addition to Tmall's "double 11", Tencent's electricity supplier Yi soon, as well as suning.com, also carried out the annual promotion in 10~11 month.

However, Liu Shuang, founder of NOP and assistant chief executive of Jingdong, said sales promotion is a normal business method, but the "gimmick" price may be controlled.

In addition, he believes that according to user shopping habits, seven days long holidays, consumers are more accustomed to household consumption, therefore, offline entities often promote sales during holidays, and more choices are made before the festival.

According to its experience, the sales of domestic electricity suppliers on National Day holidays will generally decline by 1/3 to 1/2.