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Business Chronic Disease Is Difficult To Normalize Low Price Is The Right Way

2012/12/11 10:19:00 27

Less than P, the "double eleven" war was gradually dispersed. In this unprecedented shopping carnival, only one day in November 11th, Alipay's total paction volume reached 19 billion 100 million, of which Tmall 13 billion 200 million and Taobao 5 billion 900 million set the world's retail trade record. For example, with the addition of many other businesses, the "double eleven" whole "a href=" //www.sjfzxm.com/news/index_c.asp "electricity industry" /a "revenue is even more staggering.

This year's "double eleven" is also known as the "last price war in 2012".

but when the dust settles, the hidden problems behind the "double eleven" gorgeous figures are gradually exposed. The huge sales halo can never cover up the chronic illness that plagued the electricity supplier industry. In order to achieve the purpose of burning money or listing profits, frequent sale promotion measures are adopted frequently to win the position and earn eyeballs, but have no time to take account of the healthy development of the enterprise and the interests of consumers.

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the major business operators have been preparing for a month long "a href=" //www.sjfzxm.com/news/index_h.asp "double eleven" /a "promotion war, which finally broke out in November 11th and reached a climax.

But with the rapid cooling of fanaticism, the long and unresolved old problems in the field of electronic business have not yet been revealed.

the huge amount of instant visits has overwhelmed the electricity supplier's network platform, and the opening of many e-commerce websites is slow and even difficult to log in.

The online banking system of many banks is also unable to withstand the rush to enter orders and is paralyzed. Consumers can't get the goods successfully but pay the order.

Despite the "double eleven" before the major express companies to learn from the "warning", early recruiting, but the national 800 thousand couriers are still unable to digest "piled up goods, express again" burst.

Less than P, more consumers are criticised for all kinds of "trick and treat" in the promotion of "double eleven".

There are electric providers playing super low prices, but the order is displayed "no goods"; others are bluffing, first price increases, and then lower prices; and the electricity supplier, although promised to give consumers discount coupons, but also on the use of coupons to limit many, can not enjoy the real benefits......

normalizing the low price party is the right way .

the general manager of Gome online mall, < a href= "//www.sjfzxm.com/pioneer/ > > Han Depeng < /a >, thinks that the electricity supplier is not a brand-new format of" born out of the world ", but is the electronic form of the traditional retailing in the form and process of the marketing. Therefore, in essence, the electricity supplier is still in the retail business.

Providing low price, high quality goods and high quality services is not a "grace" and "reward" to consumers, but should be the basic attitude and behavior of the electricity supplier.

"the benign state of the electricity supplier should be the normalization and popularization of low price."

Han Depeng said, "Limited sales promotion" is a stubborn disease of the abnormal development of the electricity supplier. The sharp fluctuation of the supply chain will make the operation cost increase sharply, resulting in a series of problems, such as the instantaneous price, the lack of goods, the goods can not be bought, the purchase can not be delivered and so on.

The normalization of low price can enable business enterprises to maintain a reasonable pace of operation, effectively control costs, so that consumers can always buy good quality and inexpensive products.

In this way, a win-win can be achieved between the electricity supplier and the consumer, and the electricity supplier enterprise can enter a virtuous circle.

In less than a year, Gome online mall realized the pformation from the retail channel business under the traditional line to the online business, and their way of operation is worth learning from P.

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first, Gome, as an old channel distributor, has acquired a large number of excellent suppliers every year, which has laid a solid foundation for its high-quality and high price product resources.

2, after 26 years of painstaking efforts, Gome already has the largest logistics distribution system in the country, and all cities above the county level can achieve rapid delivery. It has opened up the "dead hole" of logistics that plagued many electric providers, plus a powerful information background processing system to ensure that users have a good buying experience.

Third, years of fighting with traditional department stores and competitors have made Gome clear about how to reduce product prices by controlling costs, improving supply chain operational efficiency and innovating marketing methods.

Fourth, the strategy of low price normalization and universal benefit advocated by Gome has achieved remarkable results in its own practice.

Compared with other businesses' helpless "limited time promotions", Gome not only refreshes the whole network's bottom price of popular products frequently, but also keeps the low price normalization with continuous promotion activities, even becoming the standard of parity for users when shopping.

fifth, while maintaining low price normalization and universal benefit, Gome insisted on the principle of good faith management and established a good reputation among consumers.

China's electricity supplier industry is still at the initial stage of development, and it needs more exploration and practice in terms of business philosophy, marketing mode and management mode.

But in any case, good quality, reasonably priced products, honest business attitude and good shopping experience are the basis for the survival and development of the electricity supplier.