'There is a feeling of early submission, as if the examiner is on the way to the teacher, and then not wait for the answer to wait for a failure!' November 11 morning, many consumers expressed their feelings, and now there is no money payment The concept of Kung Fu did not subtract how much to reduce the full screen to avoid congestion is the victory.
From this perspective, this year's 'Mathematical Olympiad double 11', but also for the home appliances 'ox party' prepared a gluttonous feast.
'It is difficult to calculate the complexity of consumers is difficult to establish complex reduction, full reduction, promotion of coupons, but such math problems is definitely not hard to fall' cattle party. '' Appliance Dealers Union official told China Home Network reporter, Promotional routine to the average consumer has brought some trouble, but the appliance 'cattle' may be good news.
'Ox Party' has become an important force in home appliances
Fame and fortune by businessmen, 'Ox party' is not the same .Electrical business promotion efforts, to some extent, also reflects the 'ox party' madness.
To November 1 home appliance enterprises 'pause Lynx double 11 pre-sale' of the promotion efforts as an example: Large appliances over 5000 by 800, if not take 'the first price increase after the price' means the equivalent of 16% .
'On the basis of 16%, if combined with other preferential policies, the price of promotional goods, the maximum drop can reach 20%.' A home appliance industry sources said that the most profitable home appliances industry, Gree, third-quarter earnings report Only 13% of profit margins, most of the profit margins of other companies is the single digits, is basically a loss making money, which is also the real reason behind the "pause pre-sale."
In order to benefit consumers, to prevent the 'ox party' trouble, many e-commerce platform to limit the maximum number of orders, but this does not how to work.
'Generally each' Ox Party 'will have multiple accounts, some are group operations, some will hire part-time staff to participate in buying.' Some appliance dealers told reporters that compared with the average consumer, these 'Ox Party' electricity Business rules familiar with the superb, to break such a technical limit is very easy.
For example, the electricity supplier will monitor the delivery address of the different orders to prevent the multi-account operation disrupting the market, and the Yellow Cattle Party can easily pass the address as long as it is properly modified. As long as the delivery address is in a region, Can maximize profits.
However, multiple accounts, group, part-time means such as only the primary strategy, there are some 'ox party' rely on 'internal news.' Some electricity providers have revealed that many 'ox party' have the electricity supplier's internal relations, from the promotion Efforts to the exact promotional time to the number of promotional products, consumers know or consumers do not know the 'ox party' know.
There are appliance dealers told reporters that in fact the 'Ox Party' is an important home appliance 'Chuanhuo', the usual 'Chuanhuo' products are manufactured after the hands of different regions of the channel operators back and forth through the 'cattle' 'Hand, a large part of e-commerce promotion products will return to the e-commerce platform with the original price after the holiday.
Online home appliance price advantage gradually lost
The e-commerce platform has always been the "price killer" itself, and the power of the "double 11" promotion should not be overlooked. However, in the past two years, the tide of consumer upgrades has been choppy. 'Buy something for sale' is becoming an important direction for the transformation of e- The difference between the store's product price and the e-commerce price is shrinking.
Aowei cloud network monitoring data show that October 30 - November 5 week, online refrigerator average price increased 44.0%, an increase of 25.9%; online washing machine average price rose 30.3%, growth of 28.2% The average price of online purifiers increased 20.6% YoY and 10.0% MoM, while the average price of online water purifiers increased 22.5% YoY and increased 31.9% MoM.
From these data, we can see that on the one hand, the average price of online products this year has seen a substantial increase compared with last year. On the other hand, the sequential increase of the average online product prices on the eve of "Double 11" also shows that " Post-price 'soil still exists.
'Online and offline prices are consistent, and even offline prices lower than the line is an objective situation.' Zhang Shaohuo told reporters that in recent years, e-commerce operating costs continue to rise, although the high cost of physical stores but found some solutions , Coupled with appliance manufacturers are now paying attention to distinguish between online and offline product models, physical store appliance prices lower than the net purchase price is no longer an illusion.
From the cost point of view, Tmall shop netizens said that 5% of the transaction fee, as well as Tmall points, credit cards, flowers Bai payment costs, credit cards and brush orders, through train, promotional activities such as promotions, Coupled with the cost of return, the overall cost has been as high as 30%.
Zhangshao Shuo said that although the physical store dealers rent high labor costs, but through the crowd raise mining reduces procurement costs through appliance cleaning services can get additional revenue, because home appliance cleaning services can be home, it is easy to drive the product Of the sales.Therefore, the appliance store to reduce the cost gap with the electricity supplier at the same time, but also effectively improve the full range of service capabilities and profitability.
From the product point of view, the basic electricity suppliers are mainly factory direct supply, in addition to the network for models, the mainstream platform in accordance with the normal market pricing and physical stores to maintain the same, other third-party authorized businesses have to strictly follow Factories set the price of sales, which led to a lot of consumers online and offline purchase price is the same.
And since the beginning of this year, the appliance enterprises represented by the United States in order to regulate the market to avoid price wars, pay more attention to the separation of online and offline products from the models, functions, materials.In fact, Now the store also has a line of machine for the machine.Because more sales rebate more, many offline store promotion efforts can not be overlooked.