High Profile Promotions, Business Enterprises Make Full Traffic, Rarely Participate In Price War, Electricity Providers Show A Downward Trend.

The price war was mixed with genuine and fake promotions. After August, the "singles day" was greeted in November, though many users thought that

Price war is more of a gimmick, but it is undeniable that high-profile promotions of e-commerce enterprises are actually gaining traffic advantages.

In addition to Jingdong, Tmall's large integrated platform, home appliances websites also make full traffic through price wars, while clothing business electricity flows rarely participate in price war are showing a downward trend.

Vertical clothing business electricity consumption is engulfed

The data released by the comprehensive shopping platform Hui Hui network show that the market share of B2C traffic released from June is in the rankings. In October, there was a great change compared with June. The volume of easy, fast, Gome and excellent purchases increased significantly from June.

Among the first tier, the total traffic share of the two electricity providers has been higher than 50% of the B2C electricity supplier's traffic. On the other hand, the October traffic volume of fan Kai pin, Holle and Mcglaughlin has decreased significantly compared to June.

Among them, the proportion of Fan Cheng pin accounted for 0.4%, the ratio of good buy and buy decreased by 0.3%, and Mcglaughlin's ratio decreased by 0.2%.

Another data provided by Hui Hui net shows that since May, the rate of customer service flow has shown a downward trend. In October, the volume of traffic increased, but the traffic volume was still down 34% compared with May.

Similarly for the clothing vertical electricity supplier's good buy, Mcglaughlin, Vjia, dream bazaar also started from May, the traffic volume proportion continued to drop, dropped 40.7%, 35.4%, 33.7%, 18.1% respectively.

Comparison

In the doldrums of the category, 3C has also brought about a marked increase in traffic volume as a result of the encirclement and suppression of various Jingdong promotions, including suning.com, Coba, eBay and so on.

Take suning.com as an example, on the day of encirclement and suppression of Jingdong, its traffic increased by 175% on June 18th. In August 15th, sunning's traffic increased by 706% in sunning Suning's price war.

Analysts believe that the vertical electricity supplier in this half year traffic is declining.

The investment in brand is also decreasing due to the unfavorable economic environment, which leads to the decline of traffic volume.

Therefore, more vertical brands of private brands, in order to get more traffic and users, may be more settled in Tmall, Suning and other platform providers.

Traditional brands join e-commerce promotion war

Unlike the early online brand, the traditional retailers' stores including Yintai department store, Metro, Hong Tu Sanzhou, Nippon, COFCO, BELLE and so on also have strong interest in double eleven networks.

Traditional retailers join the electricity supplier to promote the change, indicating that their attitude towards online sales is changing, and the "eleven double" may bring traffic and order recognition.

Wang Zhouping, assistant analyst at China e-commerce research center, said that for traditional brands, it is still a matter of time to test whether it is a wise choice to win the surge in sales by discounting the "cheap sale" brand.

The sharp increase in orders can easily lead to slow delivery and full customer service, such as customer churn, brand depreciation, confusion of channel price system or loss of gain.

Despite the gimmicks of big business operators, this year's "double eleven" looks unprecedented, but in essence, it is still a promotion.

Previously, the Jingdong mall and suning.com, which participated in the e-commerce price war, was identified by the NDRC as "suspected original price, fraudulent consumer" or a certain significance to the promotion of this promotion.

Last year, during the promotion of singles day, many consumers were disappointed that the first price increase, then the price reduction, the "refund" and "slow delivery" and so on. Many of the consumers were disappointed with the sales promotion method. The coupons, red packets and points were also issued.

Consumers who have been "fooled" by the electricity supplier will have a lower expectation of this promotion, and whether they will still buy it will need to be observed.