On May 25th, Suning.cn held a 6 18 meeting online. At the Suning.cn 618 Cloud Conference with the theme of "Retail Storm 2020", Suning.cn announced the launch of "J- 10%" money saving plan, "Million" explosion plan and "1V 1" in the main battlefield of JD.COM. These three swords are aimed at the price, quality and service of goods respectively. Gu Wei, vice president of Suning.cn Group, said that the strength of Suning 6 18 can be described as "borderless crop price" and "unlimited promotion service".

In 20 12, JD.COM entered the e-commerce market and announced the beginning of the price war of home appliances. Now, Suning retaliates JD.COM with the killer weapon of "price war", and the main battlefield is home appliances and 3C brand. At the press conference, Suning directly "shouted" friends, and the price was at least 10% lower than that in JD.COM. Tens of billions of subsidized goods of COM. "Welcome friends to compare prices and invite media friends to supervise."

JD.COM used to be famous for its price war, so-called Suning Appliance, but its price advantage has obviously declined in recent years. Obviously, price rarely becomes the concept of differentiation. Suning directly challenged JD.COM with "double billion subsidies", which made JD.COM lose its low-price advantage.

The "one billion subsidy" was first initiated by Pinduoduo, and then various e-commerce platforms launched the slogan of "one billion subsidy" in an attempt to occupy users' minds, but consumers will compare, as long as there are other brands below it, will this brand come from behind and occupy consumers' minds? Therefore, low price is not differentiation, there is no minimum, only lower.

In the final analysis, as an e-commerce platform, we should pay more attention to brand differentiation. Competitors cut prices, so as an enterprise, it is more important to concentrate and shift the focus to the minds of customers.

Especially for electronic products, what consumers are most concerned about is "price"? No, the brand! Consumers believe that big brands have good quality and good service. For example, why are people willing to spend more money on Apple phones instead of hammer phones that they call "good quality"? Why can't Shenzhou Computer work? Although Apple computer is expensive, it can still be far ahead.

As an e-commerce platform, we should seize the weakness of our opponents and launch an offensive against them, and use these offensives to carve out our own brand differentiation, build brand influence, enhance interaction with consumers, and achieve the goal of occupying users' minds for a long time. Let consumers change from "low price" passive choice to "differentiation" active choice.