"6. 18" Electricity Supplier War To The Wind: More Than 10 Billion Subsidies To Fight Again Overweight

As the first electricity Shopping Festival to help the economy recover after the remission of the epidemic, this year's "618" is particularly attracting attention. This business promotion season launched by Jingdong mall is no longer a feast. Many big business giants such as Tmall, suning.com and so on are also joining the war.

Recently, it is announced that the platform will once again increase the strength of ten billion subsidy, and the joint brands and businesses will distribute large cash cash packets and consumer coupons to achieve the lowest price of the same product. On the other side, Tmall, Jingdong, Suning and other electronic giant also preheated early to pull the price war prelude. In addition to subsidies, what attracts more attention is direct seeding. It is easy to see that with the normalization of the promotion of e-commerce, the low price competition can no longer satisfy the needs of consumers.

A lot of CO founders, dada, told reporters on twenty-first Century economic report that this year, 618 will re create technological means and increase subsidies on the basis of the previous "55 Shopping Festival", so as to continuously boost the consumer market and further promote the development of Shanghai's online new economy.

No ceiling for subsidies

As an important node to stimulate consumption, Jingdong, suning.com, Tmall, fast hand, jitter and other platforms have launched activities. On the first day of Tmall and Jingdong's 618 big promotion, GMV grew by 50% and 74% respectively. Tmall 618 pre sale 1 hour sales increased 5 times compared with the same period, cosmetics products were the most popular, and 7 minutes exceeded 500 million.

9.9 yuan spike, star bring goods PK...... This year, it will be the first time to organize the "618 super night" activities. During the event, a lot of products will be sold to consumers and consumers by iPhone, Nintendo Switch, phone recharge coupons and so on. Each product will be sold for only 9.9 yuan. In addition, there are many stars PK with goods, as well as online and offline interactive links.

According to the introduction, during the 618 activities this year, the subsidy for a large number of products will be increased from 10% to 20% of the selling price to 50% to 60%. "Our subsidies do not have an upper limit, the products sold are the lowest price of the same product, and they are all sold on spot. There is no deposit and pre-sale, the products can be purchased, the order is shipped, and there is no need to do the math problem in order to reduce the cost." Dada said.

In addition, on the category coverage, it also expanded to the needs of fresh fruits, digital home appliances, beauty dressing, clothing bags, and so on. "A lot of consumers have always been oriented. Compared to the competition between platforms, we are thinking more about how to explore and meet the various needs of consumers." Dada said.

With the rapid recovery of the economy and society after the epidemic, the turnover of major electricity suppliers is also slowly recovering. "618" has naturally become the golden age for the platform to get users. The report released by the network research center of electronic commerce shows that in 2019, Internet retail GMV broke 10 trillion points, and Tmall, Jingdong and many other companies accounted for nearly 90% B2C market share. As a result, the retail electricity supplier market pattern has been set, the three giants of electric business are formed. If we measure the scale of the platform with the number of active users per year, it will be more than Jingdong.

Live broadcast standard

Due to wide coverage and large profit margins, more than ten billion subsidies have become a sharp weapon in the transaction. However, compared with other platform limited time subsidy measures, many of them provide "real gold and silver" subsidies. In the first quarter of 2020, the first quarter results showed that the cost of sales and marketing in the first quarter reached 7 billion 297 million yuan, and the "10 billion subsidy" continued online.

With huge dividends, local governments have continued to participate. At 11 a.m. on June 10th, Li Guanding, vice mayor of Ningbo, Zhejiang, went to a large number of live rooms in the E commercial town of Jiangbei District, Ningbo city. It was a live endorsement of many Ningbo brands including pioneer fans, Sanhe kitchenware, deli stationery, etc. As of the end of 18 live broadcast in June 10th, a total of 630 thousand netizens were watching, with a total sales volume of more than 9 million 200 thousand yuan.

In March 25th this year, the Ningbo municipal government reached a strategic cooperation with many other businesses, and signed a package of cooperation agreements around helping foreign trade enterprises export to domestic sales, promoting Ningbo's high-quality enterprises to enter many platforms, and supporting Ningbo to build a direct broadcast base for electric business. According to reports, Ningbo will also launch more extensive linkage with many other electronic business platforms, including the establishment of live broadcasting base and net red base.

In the coming year, there will be more than 15000 Ningbo enterprises entering a large number of platforms to cover the dominant industrial clusters in Ningbo. It is expected that the sales volume of the network will exceed 80 billion yuan, and the order of foreign trade to domestic demand will exceed 20 billion yuan. At the same time, this year, Tmall, suning.com and Jingdong will invariably take live goods as the mainstream mode, trying to use the net red economy to attract users' attention.

In view of this, the competition of the electricity supplier industry has risen from simple price war and logistics war to the field of supply chain. "Logistics is the continuation battlefield of the electricity business war, and also the infrastructure competition for the upgrading of the retail industry. The competition of the future electricity supplier is not only the competition of the platform, nor is it a single supply chain competition, it is the competition of supply chain ecology driven by new technology and new logistics." Cao Lei, director of e-commerce research center, told the economic news reporters twenty-first Century that the 618 competition this year will be more intense than ever.

Over the years, the consumer market in China has continued to upgrade. The quality of large brands and C2B custom-made original products ushered in a vast space. More and more consumers are involved in the sinking market, and the increase of customer unit price also makes the value of the platform more apparent.