Inadvertently between a microblog, Jingdong previewed and opened a e-commerce price war for home appliances. This price war, although not the first time for home appliance distribution companies, may be the most vigorous one. Few price wars are so targeted and so transparent. With meager live broadcasts, TV tracking, and national participation price comparisons, Jingdong and Suning mobilized new media and old media in the Internet era, and even consumers directly participated. In fact, this is what the two home appliance manufacturers hope - to stimulate the real needs and potential needs of consumers.
Home appliance industry no longer hopes for home appliance consumption stimulus policy
As we all know, the current economic downturn at home and abroad is mainly due to sluggish demand. Especially for the home appliance manufacturing industry, the foreign economic downturn has led to a sharp decline in home appliance exports, and domestic real estate regulation has also limited the incremental demand for home appliances. At present, the biggest problem in the home appliance manufacturing industry is the lack of domestic consumer demand and the overcapacity of enterprise products. How to sell products, destock, and promote cash turnover is the biggest hope.
In contrast, home appliance circulation enterprises have formed the industrial organization pattern of two e-commerce giants such as Gome and Suning, such as Gome and Suning. They have now become the main channel for consumers to buy home appliances.
Although the state made an “energy-saving subsidy policy†to stimulate household appliances consumption in May and June, home appliance companies are hesitant in this policy, because the last time home appliances went to the countryside to overdraw the demand for home appliances in the next few years, and caused The rapid expansion of the capacity of home appliance companies. Moreover, from the current effect, the effect of energy-saving subsidies for home appliances is not satisfactory.
Asking people is better than asking for yourself. The e-commerce war with Jingdong and Suning as the main "actors" can never be a simple competition between the two companies. Their purpose should be to maximize the advantages of existing channels and stimulate home appliances as much as possible. Consumption, to achieve "win-win" or even "win-win" results.
Stimulate consumption in the name of price war
Many people will say that price war is the lowest level of competition. In fact, price war is the most effective way to compete for social welfare. The company that dares to fight for price, then the cost and price must be his killer. In fact, anyone familiar with the theory of industrial organization should know the "Berchuan Deyi": If there are only two oligarchs in the market, the products are homogenous, and the two sides have no conspiracy. At this time, the results of the price competition between the two parties will be The result is the same when perfect competition, the long-term economic profit of the oligarch is 0, and the welfare of the consumer is maximized. If this price war is true, then consumers will definitely get benefits.
The price war is a good name and it is the most sensational. In particular, Jingdong and Suning have also used meager and other new media forces to conduct live microblogging. Jingdong also set up a "playing Suning Command", and the vice president of the sales and marketing commanded the battle; and also agreed with Suning on "war time." In the meantime, traditional media such as TV and newspapers, and new media such as portals, meager, and mobile phone MMS have all reported in overwhelming coverage. The public opinion battle of Jingdong Suning was very successful.
Of course, the object of the price war is undoubtedly the consumer, more specifically, the pocket of the consumer. The more consumers who can focus on, the more direct and potential buyers, the more likely a “price war†will be. Jingdong CEO Liu Qiangdong only issued a half-hour in the price war, and issued a meager "only 20 minutes, everyone receives nearly 50 million orders, how to do it?" also shows that the initial effect of the price war has emerged .
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