Appliance digital electric business started the New Year War

Near the Spring Festival, not only offline stores, supermarkets selling hot new year sales, e-commerce New Year market is gradually heating up. The reporter recently logged in to many home appliance merchants' websites and discovered that large-scale online shopping platforms such as Taobao, Kuba, and Yixun have been quietly on-line to the large-scale stores with the theme of New Year's goods. Some analysts said that the mainstream e-commerce platform for the New Year promotion for the festival, do not rule out the expansion of the test water category.

E-commerce "New Year Festival" has started

In this round of electric traders created "New Year Festival", the reporter noted that the price war is still the theme of e-commerce sales New Year. On Taobao, the website has been on line for “Taobao New Year Festival”. Taobao said that when users log in to the “Taobao New Year Festival” page and participate in the “couplet” campaign, they will have the chance to get “new year lucky money”; various feature halls also have a “yearly taste” and consumers participate in the question. You can also receive coupons for specialty shops around the country for free.

In addition to this, some of the original e-commerce websites, mainly home appliances, also sold New Year's goods before the Spring Festival. Yi Xun.com has listed on the website a new store selling dry goods, health foods, and brewed drinks. It also claimed to guarantee the lowest price of the entire network, such as the original Yumi Pistachio (350g) with a market price of 68 yuan. The price of the spike is only 49 yuan. Jingdong Mall, in order to allow consumers to better choose the desired New Year's goods, launched the "million fans - annual rankings." In addition, Kuba.com, which has just announced the transfer of the “Department Store” brand, has also launched the “Food Festival of New Year”, and a variety of goods are limited to a daily spike.

However, it should be noted that, as in previous e-commerce price wars, not all products in this round of discounts are really low prices. According to the statistics of “Help 5 Buy,” the prices of major commodities products have risen compared to the same period of last year, and the average increase in food products has exceeded 3.5%. Among them, the prices of nuts, chocolate, beef jerky, and some imported foods have risen significantly; compared with the same period of last year, Imports of dried fruits such as American almonds and walnuts rose by more than 20%. Therefore, consumers should pay more attention to buying new products and shop around.

Accelerate category expansion with new products

Since last year, department store category expansion has become the main means for e-commerce companies to seek high gross profit. Many 3C digital e-commerce companies have seized the market by expanding department store products. Therefore, people in the industry pointed out that at the beginning of the new year, e-commerce on the battlefield of New Year's Eve battled with the new year promotion, in the name of New Year's category expansion.

The survey data from McKinsey indicated that by 2016, the online market size of department stores will reach 621 billion yuan, which exceeds 576 billion yuan for 3C category goods. According to Gong Wenxiang, a senior e-commerce expert, although the unit price of the 3C digital category is high, but the frequency of repeated purchases is low, including Jingdong Mall, Yixun Network, and Suning Tesco, e-commerce started with digital home appliances will generally be formed. After a certain structure and regional layout, it began to expand food, daily chemical, and department store categories to increase user stickiness.

Taking Jingdong Mall as an example, last year it devoted itself to expansion of its category. It regards self-built logistics as the right hand, from 3C to books, to mother and baby products, and even train ticket reservations, hotel reservations, automobiles, real estate and other industries. Dabble. Suning Tesco and Gome e-commerce also announced full-category e-commerce strategies. In addition, Yi Xun network CEO Bu Guangqi also said that in 2013 Yi Xun will be extended to 3C digital, automotive supplies to large appliances, small appliances, daily necessities, books, cosmetics and other categories, and will continue to launch a variety of new products for the first time .