Luo Qingqi commented on the e-commerce price war: Do not know how to drive and hit the road?

The National Development and Reform Commission carried out investigations on e-commerce promotion wars conducted by JD.com, Suning, Gome, etc., and initially determined price fraud. The NDRC's survey of the three e-commerce companies in the "price war" in the main problems are: fictional original price, that is, the promotional price is higher than the original price; did not fulfill the price commitment; and the actual goods are displayed on the shop without goods, fraudulent consumption By.

The reporter interviewed Luo Qingqi, a home appliance review expert, on the e-commerce price war phone. He was very indifferent to the “King Sue-Mei War” in which the Internet and television had been buzzing. Luo Qingqi said that the price war cannot be truly formed. While subject to the supplier, he is subject to the management department while the price system is mainly held by the big chain. E-commerce is still on the way to evolution. The real e-commerce business should be a customized retail approach. Luo Qingqi, the “winner” of this price war, jokes that he is microblogging. “To do retail, you must first understand the price method, just like how you can drive without knowing how to get on the road.”

"There is no price war at all"

Luo Qingqi said that the home appliance market maintains a fixed price system in chain stores. Once the so-called price war threatens the stability of the price system, it will surely be countered by the suppliers. Under the countermeasures of suppliers, the price war will be unsustainable. Secondly, once the price falls below a certain level, it will also be interfered by the state management department. The fictional original price and the goods with no goods are also considered by the NDRC as price fraud. Under the control of the two parties, the "price war" in the true sense of the home appliance industry cannot happen.

"The real e-commerce price war should be to fight with consumers."

Luo Qingqi analyzed in the interview that the current e-commerce is still on the way to evolution. If the real e-commerce business is to launch a price war in the future, it should not be a price war with peers, but a price war with consumers. He believes that mature e-commerce providers should adopt a retail approach and the future is "one person, one shop." E-commerce products should attract consumers with unique innovations. This requires e-commerce companies to have the ability to collect consumer demand and test the supply. The custom research and development capabilities of the consumer's required products.

However, the reality is that low prices are the greatest attraction for consumers. This time the price war is precisely the reason why the three companies fight for low prices and win short-lived markets. Under the circumstances of product homogeneity, it seems to consumers who are the lowest prices. Home orders, no reliance or demand on the demand, this makes the current e-commerce face the problem of low consumer loyalty. The deceptive war can be said that e-commerce is "a time when the market loses its credibility."

The future of e-commerce development should be to make consumers feel that their product needs and dependencies are targeted. The products you need can only be customized to you. We can meet your needs, so you must choose us. I think this can really create "loyalty" instead of the current mechanical and price choices.

Physical store sales better than electricity providers

For Global Home Grid recently reported "air-conditioning complaints refracted after the imperfect after-sales e-commerce", as well as consumer complaints caused by a series of after-sales service and maintenance issues after the price war, Luo Qingqi said this is the retail and supply coordination issues. For example, when the supplier has already provided the product to the retailer at a lower price, the supplier will no longer provide services to the consumer during installation or after-sales maintenance. As far as this phenomenon is concerned, the situation of e-commerce based on cable-based physical stores is generally better.

The story of “The Wolf Comes” we all know that for the consumers who are acting as cannon fodder this time, the slogan “Everything serves consumers” promised by e-commerce may just be a slogan. Similar "pseudo-price wars" may win short-term eyeballs and sales, but what will remain for the rest of the year when the next "most fierce price war" will come? Right now, the Mid-Autumn Festival and the National Day are rolling again. I don't know if the e-commerce business is going to be awkward....