Gome Online Played A Good Card In Strategy.

In the field of home appliances 3C online shopping, Jingdong is an unavoidable competitor of Gome online. Both of them are based on home appliances 3C, and users are mainly male, and there is a direct market competition.

Though there is a great difference between them, it is better to directly challenge them.

Therefore, the strategy of Gome online is to control Jingdong in all indicators, catch up with and surpass inside, and follow closely the external propaganda. In the entire electricity supplier industry, especially in the field of home appliances 3C online shopping, the opposite situation between Jingdong and Jingdong is formed.

Gome has 28 years of intensive work in the field of home appliances, has enough resources in the supply chain, and has deep cooperation agreements with many manufacturers, so that it can get the lowest supply price.

Haier's agreement with Gome for 14 years is 3 billion, and GREE air conditioner is one of Gome's direct suppliers.

Gome's purchase price is basically 5% lower than that of Jingdong, and its logistics cost is 3% lower.

In terms of after-sales service, "30 day price protection, 30 days no reason to return, 180 day replacement" and Jingdong standards, covering a wider range, but also introduce home appliances recycling, on-site maintenance, home appliances extended insurance services such as one-stop.

Gome's online and offline businesses adopt more flexible pricing strategies. The two are not fully integrated but complementary to each other, which is different from Suning's emphasis on online and offline prices.

However, the old soldier believes that there are great differences between online and offline consumer groups and consumer demand, including all regions. If the same price is mandatory, it will not lead to online price loss.

In marketing mode, online and offline marketing is also different. Online is keeping up with current popular elements, more youthful fashion and entertainment, while offline is more steady and pragmatic, focusing on technology and services.

The main driving force of marketing is consumer demand, rather than internal administrative order.

Dare to fight the price war.

Veterans once wrote that the price war is an important means of early occupation of the market by the electronic commerce platform.

For example, the essence of double 11 is a price war against traditional retailing.

In any promotional holiday, prices are absolutely the most important lever tools. The pursuit of low quality and high quality is the result of human nature. No consumer is willing to spend the least money to buy the best products.

If double 11 does not emphasize low prices, then the festival will not exist.

Gome online's advantage in the supply chain has also made it bold to launch the "bottom line Jingdong pay 300," the bottom line. During the 618 anniversary of Jingdong, Gome online history lowest price commodity ratio far exceeded Jingdong.

The ultimate user experience.

The main points of 3C products are logistics, distribution, installation and after sales service.

The speed of logistics experience has been one of the biggest advantages of Jingdong. Gome online has also launched the strategy of instant and day three delivery in the logistics and distribution.

In the aftermarket and installation, Gome online has subdivided the user experience into 23 major links and 63 details, and the data in 2014 have basically reached the first-class level of the industry.

After sale, we have launched the policy of "30 days price protection, 30 days no reason to return goods, and 180 days to exchange but not repair".