Suning launched the full category of price war

It is understood that during the 818 anniversary of last year, online e-commerce companies took the initiative to set up Suning, and sent price intelligence officers to enter the price of Suning stores, but this year after the implementation of two-lane same price, the main opponents chose to avoid the negative. Sun Wei, general manager of Guangzhou Suning said that this year will choose to take the initiative and take the initiative to make profits, while welcoming Guangzhou consumers to Suning stores or Suning, and all peers online and offline parity.

Replay last year 818 Suning harvest three watch

Each year, the 818 is Suning's Yiqing store, last year, because of the 818 war has won widespread social attention, a challenge initiated by the traditional e-commerce to Suning has triggered the largest price war in the e-commerce industry, the industry consensus Suning became the biggest beneficiary, and Suning Tesco jumped to the first camp of B2C e-commerce in one fell swoop, and the offline market also gained the biggest sales growth in the year. One year later, after reconstructing the price war last year, Jin Ming said that the biggest value to Suning that time was three alarms:

First, the urgency of the same price online and offline. At that time, Suning still had a situation in which the prices on the line and the line were not uniform. The opponents seized this point to launch a propaganda campaign, trying to reinforce the users' impression of lower prices online and grabbing more market share. Suning launched a full-memory comparison of its stores. The promotion measures have only consolidated the positions under the line, but as soon as possible, the unified online and offline prices have become the consensus of Suning from top to bottom.

Second, the necessity of full-class moats. Last year, Suning’s super-electricity strategy has not yet made a breakthrough. Online opponents will voluntarily burn the flames to Suning’s strong position—traditional home appliances, trying to be small, but ultimately due to Suning’s strong purchasing scale, bargaining power, and supply chain. The efficiency was a complete failure, but it also reminded Suning that it was necessary to improve the overall layout of the online and offline products as soon as possible and build a more solid moat.

Again, the importance of word-of-mouth marketing in the Internet era. This industry has been called "a war caused by Weibo" and Suning has initially tasted the sweetness of Internet marketing. How to attract users, identify users, and use word-of-mouth marketing to form a final purchase has become a continuous attempt since then. New topics for exploration.

Spontaneous remedy Suning perfect two-line competitiveness

The success of 818 World War II last year did not dilute the minds of Suning's decision makers. In the subsequent summaries, all executives agreed that the urgency of dual-line integration is increasingly evident, the pace of super-electricity needs to be accelerated, and marketing methods need to be comprehensively reformed.

First of all, the organizational structure based on Internet retail has been adjusted. In February of this year, Suning Yunshang divided the two-line operation system into three major business headquarters: the Commodity Operations Headquarters (which is responsible for the procurement of physical products from the two-wire platform), the e-commerce operation headquarters, and the operating headquarters of the chain platform, which comprehensively transformed Internet retail sales. People in the industry believe that the unification of the right to purchase and sell makes Suning's two-language unit the first to be united in the same price, and it also allows the two-line price on June 8 to come to fruition.

Second, the diversity of dual-line products has been further strengthened. With the increasing abundance of books, department stores and other products, the pace of electricization of Suning Chao has accelerated, and the addition of red children has enabled Suning to quickly replenish on maternity and baby products. Since April of this year, Suning Red Kids and Buxun.com have made rapid attacks in the maternal and childcare and beauty makeup markets. Suning's support for double-line resources has also led to a significant increase in sales. In early July, the mother-baby promotion prompted a single day of sales. 1.6 million records. At present, the total number of Suning Tesco SKUs reaches more than 2 million, covering nearly 20 categories such as beauty makeup, mother-to-child, department stores, daily necessities, books, clothing, 3C, and home appliances.

Again, the overall transformation of marketing methods, double-line linkage to normal. Since the second half of last year, joint operations under Suning Online and Online have become increasingly frequent. Data based on dual-line members have also been digging deep. Based on this, accurate data marketing, offline circle marketing, line online alliance marketing, and tens of thousands of people’s rob Word-of-mouth marketing and other forms are widely used. In the series of ten thousand people robbers that began in May, the joint efforts of the two lines have accumulated rich experience for the centralized marketing of single items.

Another 815 battle with Suning invites consumers across the country to be free

Ren Wei said that after a series of transformation adjustments and optimizations mentioned above, Suning has made great progress on the above issues. In August, the main opponent continued to choose a passive strategy of avoiding war, which will not destabilize Suning's four-year plan. , but the method has changed.

First of all, this is a full-channel, full-fledged feast. It is understood that Suning Tesco's four-year anniversary is the first large-scale and all-category Rangli after Suning's same price. This is different from last year's online simple household appliance contest. It fully mobilized its advantageous resources to seize market demand, and fully mobilized Suning. Advantage of the offline chain platform, not to focus all of the consumption on the Suning eCommerce platform caused an increase in blowouts, affecting the customer experience. Moreover, the dual-line linkage will give full play to Suning's channel advantages and better demonstrate the experience, purchase, installation, replacement and other services to users.

At the same time, this is a feast of fun and benefits. From the Suning Tesco website, this four-year event reduced the need for unnecessary gunpowder, adding interesting content during the event, such as playing drums to grab cash, and selling at low prices. In order to avoid consumer confusion and avoid recurring price queries, Suning's e-commerce has reduced the indirect means of rebates such as rebates and discounts, and has generally resorted to straight-forward price reductions, and its efforts have been unprecedented.

The reporter learned from the website of Suning Tesco that, for example, the minimum price for the color TV set was 40%, and the mobile phone product dropped by 1,000 yuan. The mother and baby product launched a full 299 minus 120 event according to the bulk purchase demand from users. A hundred flowers bloom, discount is absolutely beyond imagination. In addition, traditional household electrical appliances as Suning's superior products naturally have unique advantages in terms of price strength. The price of brand-name 200L three-door refrigerators has dropped to 1358 yuan, 5kg of washing machines have fallen below 800 yuan, and Wanhe hood heats three pieces. Set of ultra-low shocking price of 1598 yuan, brand-name is a cold and warm air-conditioning is only sold for 1699 yuan.

Ren Wei stated that this anniversary hopes to retain users through price and experience. The reporter saw that on August 9th, Suning Tesco once again conducted a page revision upgrade, optimized the shopping process, and made the purchase more smooth. This was another careful adjustment before the war.

"This year's 818, there is no price war, only Suning to give back users, the determination to seize the market!" Ren Wei said, "Like last year, please pay 5,000 price intelligence officers to the store parity, this year we take the initiative to embrace the Internet to achieve a dual-line with the price, the price The intelligence agents are no longer useful, because the nation's consumers are price supervisors, and all prices are transparent and highly competitive, which is the inevitable result of the gradual maturity of the Internet retail model."

According to industry sources, Suning's two-line price has greatly enhanced its omni-channel competitiveness and does not need to consider the price difference between the two channels separately. The dual-line linkage can cope with all competitors. The four-year activity of Suning's Tesco will be an important inspection opportunity for Suning Cloud Business. Whether or not the two lines are truly in place and whether they can release the overall scale energy is related to the effectiveness of Suning's price strategy. The Internet-based price of storefronts and the lowest price of Internet prices have ensured Suning's competitiveness in the entire channel. The four-year celebrations of Suning's Yishi are worth looking forward to.