First, the background of Gome's price war
Gome Online is one of the leading comprehensive e-commerce platforms in China, and its main businesses include household appliances, digital products, mobile phones, computers and household items. In recent years, Gome Online has continuously increased its investment in home appliances, mobile phones and other fields to increase its market share. However, with the increasingly fierce competition in the e-commerce industry, Gome Online is also facing pressure from competitors such as JD.COM and Tmall.
In order to cope with this competitive pressure, Gome Online chose the strategy of price war. In the price war, Gome Online adopted a series of measures such as discount promotion and full discount to attract more consumers. These measures not only increased the market share of Gome Online, but also had an impact on the entire e-commerce industry.
Second, the operation steps of Gome price war
1. Discount promotion
Gome Online adopted a discount promotion strategy in the price war. On Gome Online's official website, consumers can see all kinds of discounted goods. For example, Gome Online launched the "Crazy Weekend" activity in the field of home appliances, and played the slogan "Don't fight at a low price", which attracted a large number of consumers. In addition, Gome Online also launched a "snap-up" campaign to allow consumers to enjoy lower prices within a limited time.
2. Full discount
In addition to discount promotion, Gome Online also adopted the strategy of full reduction. On Gome Online's official website, consumers can see all kinds of full-reduction activities. For example, consumers can enjoy full discounts when purchasing home appliances. In addition, Gome Online also launched the "exclusive for new users" activity, so that new users can enjoy more benefits.
Third, the reaction of competitors.
The price war of Gome Online has aroused the reaction of competitors. Competitors such as JD.COM have also adopted strategies such as discount promotion and full discount to snatch consumers. For example, JD.COM launched the "6 18" campaign in the price war, which attracted a large number of consumers. In addition, competitors such as Tmall have also launched various promotional activities to compete for market share.
Fourth, the impact on e-commerce industry.
Gome's price war has had a profound impact on the e-commerce industry. First of all, the price war has intensified the competition in the e-commerce industry. The competition among major e-commerce giants is becoming increasingly fierce, and consumers can get more concessions through price comparison. Secondly, the price war has promoted the development of the e-commerce industry. E-commerce attracts consumers through discounts and discounts. To further increase the market share of the e-commerce industry. Finally, the price war has also had a certain impact on the profitability of e-commerce companies. E-commerce needs to provide more concessions in the price war, thus reducing profitability.