How To Do Internet Users' Esthetic Fatigue For E-Commerce Price War?

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The Xiaobian of the network introduces the "aesthetic fatigue" of netizens to the electricity price war.

Abstract: in view of the endless electricity price war, Lu Zhenwang, an electricity supplier observer, believes that price war is actually a public relations war. The "price war" is a gimmick to stimulate consumer's attention and stimulate consumption desire and consumption power. It has become the standard method for electric business. However, the return from price competition to value competition is the way to win.

Research Institute Orville consulting previously released a report that from November 11, 2009 Tmall (at that time called Tao...

The domestic electricity supplier industry has staged a new price war again: the old appliance retailer, Gome, claims that "the price of the online and offline businesses is lower than that of Jingdong", and said, "if the price of the internal system is found to be higher than that of Jingdong for three consecutive times, the responsible person will be directly covered up and left", which will prompt the attention of all circles.

However, in the face of the ever increasing price war of e-commerce, especially the low price "cat and dog" in some e-commerce promotions, many netizens are "aesthetic fatigue".

Experts stressed that electricity business is looking to get rid of the quagmire of price war, effectively improve service quality, and shift from price competition to value competition.

Gome put tough words: the price is lower than Jingdong.

Recently, Gome executives sent two successive internal emails, pointing out that in the second half of this year, under the premise of keeping the line ahead of their competitors, Gome online also stepped up to accelerate the accelerator and listed Jingdong as its main competitor.

Wang Junzhou, President of Gome, clearly stated in the internal mail that "on the price of Gome," it is necessary to make a comprehensive benchmarking online.

Low prices, set up the image of the United States low price benchmarking.

This is seen as a general attack order against the Jingdong.

Gome online chairman Mou Guixian also issued internal mail pointed out that the Gome online business system must implement the principle of "the lowest price of the whole network". First, adjust the price to the lowest price according to the product mix; at the same time, adjust according to the fluctuation of Jingdong price; which system is high in price, which system must solve the problem immediately, and resolutely reduce the price, and continuously sell the price three times higher than Jingdong.

In order to meet Jingdong, Gome has launched a price comparison service "smart purchase", which includes products such as home appliances, 3C and so on.

"Smart buys", through technical means, regularly grabs the data of Jingdong's products. When the price of goods is lower than that of Jingdong, the page will automatically show the results of Gome online products and Jingdong parity.

In addition to challenging Beijing East on price, in August 18th this year, suning.com launched its 5th anniversary anniversary and launched the "Suning 8. 18 strongest color TV month" promotional campaign. Gome online also announced the launch of the from August 15th to 20th 818 peak war.

For a time, the domestic electricity supplier market also appeared more smoky.

Netizens have "aesthetic fatigue" in price war.

In recent years, the domestic electricity market price war continues, the major business enterprises have been around the price to make an article, a wide range of electricity providers "create Festival" activities are more than enough people.

Such as Taobao's "double eleven" activities, Jingdong's "618 anniversary day", Suning's "818"...

According to industry statistics, the "Suning 8. 18 strongest color TV month" launched recently is the seventeenth so-called electricity supplier festival in the domestic electricity market this year.

It is noteworthy that although the price war of electronic commerce is eye catching, some of the hidden "cat's mouth" concealed the discount of low price promotion.

For example, some netizens complained that sometimes Gome did not sell goods on Jingdong, but Jingdong did not sell Gome.

Each electricity supplier war, although each electricity supplier enterprise has earned enough sales and "eyeball", but extensive price running volume, false propaganda and other online shopping chaos also caused consumers dissatisfaction.

According to insiders, at present, online shopping is generally irregular, such as first rise and fall, low price, no price, low price and price fraud.

Some consumers have recently sighed that the idea of impulsive consumption has come into being in the face of low price promotion of e-commerce, "but after visiting Gome, Dazhong and Suning appliances, we found the story behind the price war.

There is a big difference between online shopping and physical stores, so we need to recognize what we need and not spend money wrongfully.

Electricity providers need more value Wars

In view of the endless electricity price war, Lu Zhenwang, an electricity supplier observer, believes that price war is actually a public relations war. With the "price war" as a gimmick, consumer attention and consumption desire and consumption power have been driven. It has become the standard method for electric business. However, the return from price competition to price competition is the way to win.

Research Institute Orville consulting previously released a report that from November 11, 2009, Tmall (then called Taobao mall) used the gimmick of singles day to organize promotional activities, so far, e-commerce promotion can not stop.

Consumers after many years of e-commerce promotion baptism, anti flicker has become the necessary skills for Internet users to survive, more and more began to "price than three", consumer behavior is more rational, facing the promotion of e-commerce is more and more calm.

Under this situation, the importance of electronic business value war is increasingly prominent.

Wang Junzhou, President of Gome, also explicitly stated in his internal mail that both online and offline are only the problem of channel ecological mode, and the purpose of retail enterprises is to pform the former single price concept into values, and enterprises should provide consumers with more value and increase more experience.

The third party business service provider software Co., Ltd., C E O, Li Zhongwei pointed out that with the domestic

The end of the traffic dividend period, the business enterprise needs to pform to fine operation direction, need to use information technology to intensive business.

From the past traffic competition to the service competition, from the past price competition to the value competition, from the past product competition to the brand competition, from the supply chain construction competition to the customer experience competition.