In response to double 12 household appliance companies advance in advance of the year

Today, we ushered in the "Double 12" raids of Taobao. As one month ago, this promotion still attracted the follow-ups of major e-commerce companies. Each of Jingdong Mall, Suning Tesco, Gome Online and Dangdang.com etc. Launched related promotional activities, this year's last round of e-commerce price war started. At the same time, offline merchants are no longer just onlookers. Major home appliance stores and home appliance companies have joined forces to advance the previous year-end big sales promotion in an attempt to compete with e-commerce companies on the same stage.

It is understood that Suning Tesco launched a five-day, five-night night of love on the December 8th for the love of 0 yuan to buy; Dangdang on the 10th to launch 600,000 kinds of books 50% off the audience, clothing full 5 fold off the audience . For this promotion, the responsible person of Dangdang.com made it clear that “Double 12 will be the last big profit for the end of this year”.

Li Bin, executive vice president of Suning Tesco, frankly stated that there will be no tit-for-tat price war in the “Double 12” campaign. In this regard, Erin Consulting analyst Huang Yuanpu believes that "Since the dual 11 has already consumed the purchasing power of netizens ahead of time, at the same time, various types of offline promotions have also diverted some people. This double 12 price war will not be like the previous times. So fierce."

Even so, offline merchants are still waiting to be treated. Reporters visited the store yesterday and found that many home appliance companies have been hanging out promotional banners in the store, the discount rate of 50% or even 3% off, product categories include televisions, refrigerators, air conditioners, hoods and so on. Such as Oaks air conditioners, Meiling refrigerators is to take the form of internal purchases to attract consumers, and Konka is to play the "year-end feedback big promotion" banner, Samsung is to hold a full range of color TV, ice wash new joint marketing, Wanhe also Launched a combination promotion of “hood + gas stove”.

It is understood that in the sales of home appliances, September and October each year is the traditional sales season. There are also two traditional promotions, one of which is the end of the year. Appliance analyst Liang Zhenpeng said in an interview with reporters that home appliance companies have annual or annual tasks each year. For enterprises, the period from now until the end of December has become the deadline for the completion of the target, so it can only be passed Sharply promote promotional activities to attract consumers and increase sales.

“Frequent promotional activities will reduce the enthusiasm of consumers.” Home appliance industry watcher Lu Renbo said that the frequent launch of these activities to hard drive consumers to buy, this is not normal business, the long-term development of the company and the industry are Adverse. In Lu Renbo's view, the household appliance industry can only achieve "the off-season is not light," and it does not rely on stimulating consumption to return to normal.