The price war is difficult to benefit and the advantages and disadvantages of consumers are difficult.

Following this year's "6.18" price war incident, the appliance industry has erupted a more grand "8.15" price war. This move shows that it is an indisputable fact that e-commerce companies have robbed the traditional retail industry. Among them, Jingdong, Suning and Gome are the most high-profile, crazy price wars have caused a large number of consumers to go to Internet consumption, resulting in some traditional retail industries being forced to transform e-commerce. . It can be seen that low-cost marketing has become the mainstream trend of e-commerce development.

Low price becomes the core of B2C enterprise competition

The low-cost competition between e-commerce companies, the ultimate beneficiary is consumers. For a powerful company, winning customers is more important than anything else, so it is inevitable to adopt low-cost marketing methods. From another perspective, consumer satisfaction will inevitably lead to an overall improvement in corporate image.

Since last month, Jingdong Mall CEO Liu Qiangdong said that after the third and fourth quarters of this year, Jingdong will lead the most fierce price war in history, the "online price butcher" Gome online mall launched a "passionate record" during the Olympics. "Refueling China and the United States" large-scale Olympic promotion activities, once again set off another large-scale low-cost storm in the e-commerce industry. Industry insider Jin Shiyan believes that the promotion of Gome Mall is actually releasing two signals. First, re-establishing online retail rules. Second, let consumers truly become the universal beneficiaries of price wars.

Gao Yang, CEO of Melaleus Furniture Network, a leading domestic furniture e-commerce company, believes that Gome has launched such a sensational promotion campaign with the goal of launching an impact on the “lowest price shopping platform” of the home appliance B2C market. At the same time, the combination of physical stores and online is also one of the favorable factors for Gome's “latecomers”.

In the first half of 2012, the sales scale of e-commerce B2C channels increased by more than 100% year-on-year, and the sales scale of B2C channels in the furniture market is increasing. Compared with Gome, Jingdong and other small-sized fast-moving consumer goods and 3C products, furniture e-commerce companies also have unlimited development prospects.

Price warfare is difficult to flatten furniture e-commerce do not follow suit

According to industry insiders, the second half of 2012 will usher in the peak season of furniture sales, especially on August 1st. After the introduction of the new national standard for children's furniture, the furniture production in the industry is more standardized, and consumers are more assured of purchasing children's furniture. However, due to the exertion of real estate regulation and control, traditional stores are facing the pressure of rising rents, and the withdrawal of the site tends to be frequent. The reason is very simple, consumers usually do not choose expensive furniture, if it is the same material, the same style of furniture, consumers would rather go online to buy more cost-effective.

The transformation of e-commerce by traditional enterprises is undoubtedly the way for enterprises to continue to survive, while also providing consumers with low-priced goods. But will the transformation of e-commerce, relying on Internet sales, be successful? On this issue, the reporter interviewed the person in charge of a home online store, the person in charge said that "low price and service is always the core of the user experience." The essence of e-commerce is not to move products from traditional physical stores to online sales. Instead, we must explore a business model suitable for our own development based on our own characteristics. For example, online and offline sales, online business dominates, offline experience building to establish online sales, while the price is consistent with online, and high-efficiency distribution, high-quality after-sales service, let products shine in more channels fever.

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