Golden Week price war will start reporter investigation found online and offline sources
The National Day Golden Week, the most watched event of the year, is about to begin war. The difference from previous years is that consumers who have just gone through the e-commerce warfare seem to have become "rational" and are not good enough. The "2012 National Household Appliances Consumer Demand Survey Report" recently released shows that: During the Golden Week's 3C consumption this year, consumers tend to be "online prices, physical store purchases," and Golden Week's spending broke out in the week, but Golden Week's In the first two weeks, it was the peak of collecting goods and promotional information. However, consumers want to know the lowest price on the Internet, and then plan to bargain at the store with a certain amount of mind. Can a "dream come true" or "a dream of Huang Xia?"
Golden Week Consumer this year
Keen on online price
The “2012 National Household Appliances Consumer Demand Survey Report†released recently released a survey of 3,000 consumers of household appliances purchased in 15 cities. The results showed that 23.8% of consumers started collecting products two weeks before Golden Week. And price information, until the week before Golden Week, increased 41.7% of the population to reach the peak of information collection. An interview with the reporter found that today, consumers are increasingly paying attention to the prices of online 3C products, but may not place orders online. Miss Yang recently wanted to buy air conditioners and refrigerators. She took a look on the Internet but still wanted to buy it in the store. "The buyer of electricity on the Internet still feels that it is not practical. Today, the electricity supplier has too much trickery."
According to consumer research, consumers tend to be "online prices, physical store purchases." The survey shows that more than half of the consumers surveyed have had online shopping experience, mainly to purchase 3C products and small household appliances. 67% of consumers expressed that they were aware of the E-Commerce War. More than 80% of respondents said that National Day Shopping will refer more to Internet prices, and 46% of consumers will “look for online product prices and look for stores in stores. With the same price of products, 38.7% of consumers "will compare prices online more." Lu Renbo, an expert in the home appliance industry, believes that “this year's Golden Week, consumers are becoming more rational and often spend more on consultations and spending on holidays when there are big promotions.â€
Survey: There is little overlap between online and offline products
Consumers are keen on online price comparison, but the same products with comparable prices on the Internet are limited in quantity. Consumers do not know that there are almost no coincidences between most online and offline products. Therefore, they hope to be online. Understanding the bottom price of the product and then bargaining at the store is ultimately the wishful thinking of consumers.
The reporter searched for "Gree's Frequency Conversion Hanging and Air Conditioning Hanging Machine Air Conditioning" at a price comparison website and found that Jingdong Mall had two models, Suning's E-Commerce had five models, of which only one had the same model, but the colors were different. Suning Tesco's white model was priced at 4299. Yuan, Jingdong Mall red price 4699 yuan, due to different colors, out of 400 yuan. E-commerce companies have a low degree of coincidence among their goods. Consumers have been slightly touched by this e-commerce war. What everyone did not think of is that, especially for home appliances, most of the products found online are offline stores. But no.
“Our products are completely separate on-line and off-line. Even the conference does not work together. The release under the line is mainly for media and dealers, and the online release is specifically for e-commerce.†The person in charge disclosed to the reporter. The reporter interviewed the manufacturer and found that most home appliance brands adopt the “separate online, offline, and offline†strategy. What they do not want to destroy is the stable price system of the product. The Vantage Stock Market Director Lan Jian recently told reporters: “The product models of the Vantage online and offline products are not coincident.†Zhou Sheng, general manager of the marketing division of the Super Consumer Electronics Group’s Superman Group, also stated: “There will be some on-line devices such as facial cleansing devices. The high-end products that need to be demonstrated are not easy to say clearly.
The online and offline interviews of reporters further confirmed the manufacturer’s claims. The reporter learned about air conditioning in the United States in a certain store in Guangzhou and discovered that the US air-conditioning models sold in the stores are almost the same as those on the Internet. Store sales are mainly for new models in 2012, and online low-priced models are mostly for old models. If the design is similar, the colors are different; even if the appearance looks exactly the same, there must be a difference in the series of models. The reporter carefully compared the specific parameters and found that the weight and the cooling power of the two products are slightly different: the former has a weight of 9 kilograms and the latter 9.5 kilograms, the former has a power of 760W, and the latter has a power of 800W. The difference in weight and 40W cooling power makes them completely different products with different prices. Therefore, it is difficult for consumers to realize the idea of ​​“online price and offline purchaseâ€.
Consumer returns to physical store
The survey shows that due to various negative performances of e-commerce, 15% of consumers during the Golden Week this year “does not consider buying online home appliances†during the purchase process. 67% of consumers choose to “believe in the physical store and store in the storeâ€. "Buy", household appliances, as high as 93% of consumers are more willing to buy in physical stores, especially home appliance chain companies, consumers generally believe that physical stores have "quality assured, intuitive product can be tried, 3C products have experience area, after-sales service With good and safe advantages, 3C consumption has a tendency to return to physical stores.
However, even in physical stores, consumers are equally tired of overly fancy promotions, single-product drop-off specials, price commitments, and time-sensitive services are consumers' most favored business activities. One of the top rankings was "Single Goods Drop Special Price" (58.8%), followed by "Price Promise" (38.5%), showing that consumers want more comprehensive price protection. In addition, consumers are also very concerned about "committed service" activities.
Consumer tips: Amoy cheap need to have patience
At present, the shopping advantages of home appliance chain stores are "safe and reliable, intuitive experience", and the advantages of online shopping are reflected in "quick, convenient, and inexpensive", but in fact, many commodities are "replacement of drugs", only in appearance and There are small differences in details. Some old models, although not shown in the store, can still be bought at the store. Careful consumers, if they see a certain favorite product on the Internet, and because they do not trust and want to buy offline, may wish to patiently copy their models, and then ask the promoters in the store whether the same model, price geometry, The most bargaining price is the most.
The National Day Golden Week, the most watched event of the year, is about to begin war. The difference from previous years is that consumers who have just gone through the e-commerce warfare seem to have become "rational" and are not good enough. The "2012 National Household Appliances Consumer Demand Survey Report" recently released shows that: During the Golden Week's 3C consumption this year, consumers tend to be "online prices, physical store purchases," and Golden Week's spending broke out in the week, but Golden Week's In the first two weeks, it was the peak of collecting goods and promotional information. However, consumers want to know the lowest price on the Internet, and then plan to bargain at the store with a certain amount of mind. Can a "dream come true" or "a dream of Huang Xia?"
Golden Week Consumer this year
Keen on online price
The “2012 National Household Appliances Consumer Demand Survey Report†released recently released a survey of 3,000 consumers of household appliances purchased in 15 cities. The results showed that 23.8% of consumers started collecting products two weeks before Golden Week. And price information, until the week before Golden Week, increased 41.7% of the population to reach the peak of information collection. An interview with the reporter found that today, consumers are increasingly paying attention to the prices of online 3C products, but may not place orders online. Miss Yang recently wanted to buy air conditioners and refrigerators. She took a look on the Internet but still wanted to buy it in the store. "The buyer of electricity on the Internet still feels that it is not practical. Today, the electricity supplier has too much trickery."
According to consumer research, consumers tend to be "online prices, physical store purchases." The survey shows that more than half of the consumers surveyed have had online shopping experience, mainly to purchase 3C products and small household appliances. 67% of consumers expressed that they were aware of the E-Commerce War. More than 80% of respondents said that National Day Shopping will refer more to Internet prices, and 46% of consumers will “look for online product prices and look for stores in stores. With the same price of products, 38.7% of consumers "will compare prices online more." Lu Renbo, an expert in the home appliance industry, believes that “this year's Golden Week, consumers are becoming more rational and often spend more on consultations and spending on holidays when there are big promotions.â€
Survey: There is little overlap between online and offline products
Consumers are keen on online price comparison, but the same products with comparable prices on the Internet are limited in quantity. Consumers do not know that there are almost no coincidences between most online and offline products. Therefore, they hope to be online. Understanding the bottom price of the product and then bargaining at the store is ultimately the wishful thinking of consumers.
The reporter searched for "Gree's Frequency Conversion Hanging and Air Conditioning Hanging Machine Air Conditioning" at a price comparison website and found that Jingdong Mall had two models, Suning's E-Commerce had five models, of which only one had the same model, but the colors were different. Suning Tesco's white model was priced at 4299. Yuan, Jingdong Mall red price 4699 yuan, due to different colors, out of 400 yuan. E-commerce companies have a low degree of coincidence among their goods. Consumers have been slightly touched by this e-commerce war. What everyone did not think of is that, especially for home appliances, most of the products found online are offline stores. But no.
“Our products are completely separate on-line and off-line. Even the conference does not work together. The release under the line is mainly for media and dealers, and the online release is specifically for e-commerce.†The person in charge disclosed to the reporter. The reporter interviewed the manufacturer and found that most home appliance brands adopt the “separate online, offline, and offline†strategy. What they do not want to destroy is the stable price system of the product. The Vantage Stock Market Director Lan Jian recently told reporters: “The product models of the Vantage online and offline products are not coincident.†Zhou Sheng, general manager of the marketing division of the Super Consumer Electronics Group’s Superman Group, also stated: “There will be some on-line devices such as facial cleansing devices. The high-end products that need to be demonstrated are not easy to say clearly.
The online and offline interviews of reporters further confirmed the manufacturer’s claims. The reporter learned about air conditioning in the United States in a certain store in Guangzhou and discovered that the US air-conditioning models sold in the stores are almost the same as those on the Internet. Store sales are mainly for new models in 2012, and online low-priced models are mostly for old models. If the design is similar, the colors are different; even if the appearance looks exactly the same, there must be a difference in the series of models. The reporter carefully compared the specific parameters and found that the weight and the cooling power of the two products are slightly different: the former has a weight of 9 kilograms and the latter 9.5 kilograms, the former has a power of 760W, and the latter has a power of 800W. The difference in weight and 40W cooling power makes them completely different products with different prices. Therefore, it is difficult for consumers to realize the idea of ​​“online price and offline purchaseâ€.
Consumer returns to physical store
The survey shows that due to various negative performances of e-commerce, 15% of consumers during the Golden Week this year “does not consider buying online home appliances†during the purchase process. 67% of consumers choose to “believe in the physical store and store in the storeâ€. "Buy", household appliances, as high as 93% of consumers are more willing to buy in physical stores, especially home appliance chain companies, consumers generally believe that physical stores have "quality assured, intuitive product can be tried, 3C products have experience area, after-sales service With good and safe advantages, 3C consumption has a tendency to return to physical stores.
However, even in physical stores, consumers are equally tired of overly fancy promotions, single-product drop-off specials, price commitments, and time-sensitive services are consumers' most favored business activities. One of the top rankings was "Single Goods Drop Special Price" (58.8%), followed by "Price Promise" (38.5%), showing that consumers want more comprehensive price protection. In addition, consumers are also very concerned about "committed service" activities.
Consumer tips: Amoy cheap need to have patience
At present, the shopping advantages of home appliance chain stores are "safe and reliable, intuitive experience", and the advantages of online shopping are reflected in "quick, convenient, and inexpensive", but in fact, many commodities are "replacement of drugs", only in appearance and There are small differences in details. Some old models, although not shown in the store, can still be bought at the store. Careful consumers, if they see a certain favorite product on the Internet, and because they do not trust and want to buy offline, may wish to patiently copy their models, and then ask the promoters in the store whether the same model, price geometry, The most bargaining price is the most.
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