[Editor's note] from the beginning of the baby diapers electricity supplier price war continues to heat up, some people fanatical, but also there are some people sit on the sidelines. The price war in the industry to bring the entire impact of maternal industry, but also "public that goes, rational woman and she said." Whether incoming or spectator who, more doubt and reflection are also excellent.
Recently, e-commerce, as cross-border trade in Ningbo, one of the pilot units maternal electricity supplier kick pedal for the price war also expressed their views. In its view, the price war is not the business of glory, but the entire industry nightmare.
The following is the kick pedal CEO army point of view:
Recently, maternal electricity supplier industry launched an unprecedented intensity of diapers price war, "imported diapers 68 yuan," the posters everywhere. Some businesses draw reasoned import price roadmap diapers, really scared insiders. I, as maternal industry, carefully studied the activities of these sites relevant information, carding a few ideas for the circle of friends to explore.
One, 68 yuan is too big gimmick actual
Electricity supplier website campaign trail imported diapers 68 yuan big promotion activities concentrated in the current largest sales Kao, king and Unicharm other Japanese brands. On certain electricity supplier, for example, although the $ 68 promotional ads for the Kao main lens, giving the illusion of Kao diapers 68 yuan, while the actual event page will find that it sold 68 yuan is Unicharm diapers, and NB only for a particular model.
A closer view of its activities, the price of Kao, NB No. 78 yuan, S No. 98 yuan, M No. 98 yuan, L 124 yuan. The industry knows that diapers NB No. hardest to sell, supply and forced the Japanese tend to have a fixed ratio of each model, therefore, increase the number of NB promotional efforts, targeted to digest inventory also makes sense to do them. But those so-called subsidy X back one hundred million consumers propaganda vocabulary becomes real and not so headstrong, and moms will not hurt it a little bit?
Second, the price war overdraft business rules
Of course, once the price war started, wayward businesses lost, no minimum, only lower. Thus, we find some electricity providers wanton follow up, much worse. Some people may ask, why diapers before seen such a fierce price war?
Here I tell you all the background information to explain the point. Import duty-free goods previously mentioned website promotion of cross-border e-commerce pilot trade policy. Ningbo is the first cross-border electricity suppliers pilot cities, based on the unique advantages of the port, diapers become the region's fastest-growing category is the main advantage. Currently, cross-border electricity supplier in Ningbo enterprises have a lot of good policy is a prerequisite for diapers price war.
In addition, there is a price war is to break the conditions of price controls brands. Retail do people know the price of the unified management of the terminal for the development of a brand is critical, especially in today's era of electricity providers, indiscriminate price may mean the death of the brand.
A good brand channel management, can effectively cut off the supply and price of business cooperation chaos. But today the price war hero, Kao import, import Unicharm, are bypassing China's total generation (there are no individual brand rights holders) coming goods. By foreign brands in terms of business rules set by headquarters, many of these goods should not be out of the country, they need to ensure their supply, and the need to ensure that the interests of their existing investments in China (including subsidiaries and agents).
The problem is that these brands domestic channel management is not perfect, or even very weak, it can easily be abused and become cheerleaders businesses weapon. In such a market situation, dozens of cabinets, counters hundreds endless diaper imported into China, then sold to a price war the way to the consumer. Indeed, the micro that was affordable for consumers is a good thing.
Third, the future price war behind the brand's worrying
To a price war to attract consumers, their loyalty remains to be investigated. On promotional activities itself, diapers such a low-margin categories, it is impossible to support the long-term price war. Competition can only be a result of low prices disrupt the market order. The bottom line is no price war will breed more market chaos.
An uncontrollable market channels will eventually be abandoned, one does not sound brand, consumers will eventually be forgotten!
Given the cross-border electricity supplier price war maternal concerns about the outlook, features the views of the author of two senior members within the line to talk about their views:
Cao Jie, vice president of small polar bear mother and child domestic brands: high-quality, long-lasting, perfect, reliable service is a clear concept of the brand should be passed to consumers. With "Caesar gold" to "suck eye" explosive spread really brought the short term user stickiness and a good experience to be verified. The short stage of "shopping" and would have before the event without the benefit of consumers late loss and disappointment, while improving the platform for future activities in the intensity of expectations, which is the active side should seriously think about.
British mother brand Avent electric provider responsible Amanda: a price war for the brand means a lot of resources to internal friction, consumes benefit retailers, consuming interests of dealers, the consumption benefits of the brand. Under such a vicious cycle of consumption, and ultimately, brand value will also be exhausted, the end consumer benefits are short-lived. All of the price war will ultimately be at the expense of product quality, brand and other value-added service for the price. Any form of price war will make the brand took no return.
Conclusion: Today's electricity supplier industry, as a vicious price war and labeled "traditional economic vampire" hat. This is not the electricity supplier should look original. I believe that the disorder is a disgrace to the industry price competition, is the brand's shame. Brands can not control the terminal, is the channel loopholes, eventually lost the future. And for those merchants who buy and sell price war can only say 且行且珍惜 it.