8.15 E-commerce does not make price war to strengthen the experience

Tomorrow is August 15th, but e-commerce companies have not started the price war. Compared with last year's crazy scene, this year's August is actually quite peaceful. The smell of gunpowder is not as good as the “6.18” e-commerce war. Consumers have already warned against prices. Produce fatigue, excessive war of words will not attract more consumers, so e-commerce need to work hard on the shopping experience.

No price war promotions uninterrupted

This year's 8.15 was relatively calm. E-commerce companies did not start the price war mode. They carried out normal promotional activities. Jingdong announced the launch of the Home Appliances Festival. Suning announced an overall profit of RMB 2 billion to the entire retail market. Gome Online selects the normal promotion method. During the period from 8.15 to 8.18, all promotional activities are carried out.

According to relevant data, in the first half of the year, the home network purchase market reached 53 billion yuan, and the sales of home appliances of JD.com, Tmall.com, and Suning.com's three platforms accounted for more than 90% of the total purchase volume of power grids. Jingdong’s strength in sales of large appliances cannot be underestimated. The data of the Analysys think-tank also showed that, from June to the nine major e-commerce refrigerator sales monitoring data, the three platforms with the highest share of sales were Jingdong, accounting for 68.1%, Tmall, accounting for 18.6%, Suningyi Purchases accounted for 5.8% of the total, of which Jingdong had the highest sales, accounting for 61.7% of sales.

Consumers are tired of e-commerce to enhance shopping experience

Consumers have already suffered from price wars and verbal warfare between e-commerce companies. Excessive war of words can not attract consumers and can only waste more resources. Therefore, the e-commerce business has shifted its focus to the shopping experience. At the same time, Suning launched the same online and offline prices. In order to attract more consumers, Suning E-commerce once again optimized the page to make the purchase more smooth.

Jingdong said that during the home appliance festival, it will gradually launch a large number of discounted home appliances, using different special venues, different combinations of promotional methods, using big data mining and analysis, more targeted and selective precision marketing. At the same time, Jingdong has also made a lot of efforts in the logistics experience. It chose self-built logistics. In recent days, it has also opened its own open logistics platform and is officially open to suppliers and third-party sellers. Without a price war, increasing consumer shopping experience and logistics delivery speed is the new round of e-commerce competition.