This Year'S "6 / 18 Electricity Supplier Festival" Ali (CAT) Joined The Suning (Lion) Against Jingdong (Dog).

Every year, "6. 18 electricity supplier Festival" before

All have to go on the stage. From the early stage of public opinion propaganda to the implementation strategy of the late stage e-commerce Festival operation, every step hopes to occupy the draught of the residence tablet.

This year's "6. 18", the main battlefield is Ali (CAT) to join Suning (lion) against Jingdong (dog).

In the sub battlefield, many vertical electric providers, such as vip.com and ocean terminal, are also reluctant to give up. They want to get a slice of the electricity supplier festival in the middle of the year.

A, alliance

Joint brand

Build a "King alliance"

Careful observation of this year's electricity supplier war is different from previous years.

A few days ago, Alibaba and Suning held a strategic conference in Beijing. They announced that they would open up user resources, traffic resources and big data resources to partners.

Giant formed "

"

Learned from Alibaba, the strategic alliance, Ali and Suning will be locked in the brand business.

It is reported that Ali and Suning hope to create a number of "super brands" with annual sales exceeding 50 billion yuan in three years, such as the United States, Haier, Samsung, Hisense, HUAWEI, millet, etc., with annual sales of 50 billion yuan in three years, and 5 billion scale brands on the platform, including Lenovo, SIEMENS, SONY, SKYWORTH, SKYWORTH, etc., reaching three yuan in annual sales volume of 20 billion yuan.

It can be seen that branding is increasingly becoming the key to the competition of domestic e-commerce platforms.

In the strategic conference of Ali and Suning, the TCL Group Chairman Li Dongsheng, the chairman of the group, Fang Hongbo, Lenovo Group Chairman Yang Yuanqing and other brand manufacturers came on stage.

Coincidentally, the Jingdong participated in the launching ceremony of the "6 / 18 quality Carnival" at Jingdong. Jingdong has brought many brands, such as GREE electric board chairman Dong Mingzhu and HUAWEI consumer business CEO, to the stage.

In fact, in August last year, the Alibaba announced a comprehensive strategic cooperation with Suning. The industry then admitted that it was the hand that meant "Jingdong".

According to AI's 2014 China B2C shopping website paction scale market share data released, Ali's Tmall occupies the first place in the market, Jingdong ranked the second place and Suning ranked third.

B, change

Manufacturers this year

Not afraid of "two choices"

Every time the electricity supplier war, the brand will become the focus of competition in the domestic e-commerce platform, frequent traders "two election", "get off the shelf" news came out.

Looking back in 2013, when Ying Chun Chun, vice president of Jingdong mall, published an article entitled "two elections, this road leading to slavery, are you leaving?" in 2015, Jingdong was involved in the "two election one" to report to the SAIC, Alibaba to disrupt the order of e-commerce market.

However, this year's "6. 18" brand merchants are not afraid of the "two election one" problem.

This year, Yang Yuanqing, who chose the platform for Ali and Suning, said frankly at the scene, "we are not afraid of bigger channels, and the price is tough." because competition is the main theme in this era. "Lenovo is now the four channel, including direct e-commerce, direct retail, indirect E-commerce and indirect retail."

Which channel is efficient, we will use it. "

"Our products are not only sold through the platforms of Ali and Suning, but also through other channels.

We need to see which channel sells more. "

TCL Group Chairman Li Dongsheng also said at the meeting.

C, attack

"Cat" and "lion brother"

Join forces to fight "dog"

In fact, after the alliance, the two party camps, apart from wishing to make an article on the brand, have done their best to give full play to their abilities and expect to be better in the competition.

Alibaba, which has been avoiding "6. 18", has made a big move this year.

Business Daily reporters learned that this year Tmall first linked Ali retail platform, Ali fish, Ali number entertainment, excellent earth group and global IP partners, together with international brands to create a "consumer economy upgrade to fans economy" super carnival.

Jing Jie, vice president of Alibaba group, said at the summit that this is a continuation of the 2015 entertainment version of Tmall's "double 11".

Suning, as the old enemy of Jingdong, has been dead with Jingdong.

This year, "6. 18" was the first joint operation between Suning and Ali, and Suning was "emboldened".

From Suning related people's understanding, in the annual celebration mobilization meeting, sunning cloud business COO Hou Enlong said, suning.com price to compete against competitors, must be lower than last year's "double 11" price.

In this regard, insiders explained that at present, Jingdong "6. 18" has more and more threats to Ali business, and Ali has to take the initiative to attack.

For the siege of Ali coalition forces, Jingdong naturally found a "brother" to help.

Not long ago, Jingdong and Tencent jointly demonstrated their pcripts in the field of social business.

Statistics show that since the on-line launch in May 2014, Jingdong's WeChat and hand Q shopping have attracted 806 million people to participate in interaction.

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Sub battlefield

"Small" electricity providers avoid giant

The main task is to promote "mid year and big promotion".

In addition to Ali and Jingdong, the two major electricity suppliers, the major domestic electricity providers such as vip.com, foreign terminals and so on are also unwilling to be lonely, and have started to promote sales activities on the basis of "mid year Daqing" and "mid year stockpile season".

The head of the Ocean Terminal said that starting from 13, it will open more than 20 thousand buyers worldwide in the "mid year hoarding season", and consumers can buy products such as food and clothing.

Meanwhile, the "big discount season in Europe and America" will also be launched during the activity period.

Vip.com related responsible person said that this year's "mid year big promotion" advertising has begun publicity, promotional activities have also started yesterday.

This year, five-star electric appliances launched a price tag with a high profile, throwing out the theme of "not fighting cats and dogs for low prices", hitting the selling point of the "low price" of the electricity supplier, and promised to compare with the Jingdong, such as the electricity supplier, if the price is higher than that of the competitors, the price difference can be refunded.

Five Star electrical appliances relevant person in charge told reporters, in order to ensure the price advantage, five star electrical appliances set up a price comparison group, 24 hours to track the price of competing products, and compete with the competing products in time.

Voice

War collapse business upgrade

Mo Daiqing, an analyst at the China Electronic Commerce Research Center, said that "6. 18" is the last time in the first half of this year that the electricity industry has been concentrating on price war.

Over the past few years, after the e-commerce shopping festival, the logistics concentrated outbreak, the authenticity of goods is difficult to verify, customer service problems are prominent, impulse payment pressure after consumption, and so on, so that electronic business platforms have begun to find their own business and product mode adjustment and integration.

Mo Daiqing said that the traditional business mode of selling discounts and selling calls has been difficult to continue. The major electricity suppliers are changing from price war to quality, service, logistics and so on.

Mo Daiqing believes that the future electric business promotion is not only the competition of pure online business, but also the competition of comprehensive strength.