Why did the national power supplier collectively “do nothing”?

The "electronic warfare" that clamored loudly a while ago went to the National Day holiday and ended up being nothing. This made many consumers puzzled. Many consumers expressed their disappointment. "We had hoped that the 11 price reduction would be better than knowing how The price war will rise again at that time."

This time "do nothing" has also led to e-commerce in the previous period of "build momentum" greatly reduced. According to statistics, during the National Day holiday that has just passed, there have been significant traffic declines in domestic e-commerce platforms such as JD.com, Tmall.com, and Suning.com, among which Jingdong, Tmall, and Taobao’s average traffic have decreased by 1 compared to the “51” period this year. About 3/3, while GOME's e-commerce company, Kuba.com, and Suning.com and other platform e-commerce, its traffic is also lower than the "51" holiday.

What are the reasons for e-commerce companies to change their normal situation, during the period of 11 collective loss of voice?

According to Xiaobian, the reasons are as follows:

The first is that the electricity supplier accepts mediation from the regulatory authorities.

In fact, in the price war, because the participants did not fully fulfill their publicity commitments when they implemented promotions, they were subject to review and criticism by the regulatory authorities and ordered rectification. Jingdong and other domestic e-commerce companies have accepted mediation from regulatory authorities, and they must not take the initiative to provoke a price war with their rivals. This news has been confirmed by insiders such as Jingdong and Suning.

The second is based on the consideration of offline physical store interests.

According to Liu Qiangdong's previous disclosure, "8·15" price war, Jingdong has lost 20 million yuan; in addition, the impact of online and offline entities will also make the original retail environment in the economic downturn into a more gloomy entity retail The situation. If Liu Qiangdong implements a strategic offensive against Gome and Suning according to the plan, it will inevitably set off a price turmoil. The result will be unfavorable to both e-commerce and traditional stores. This is something the industry as a whole and regulators are unwilling to see.

Third, e-commerce companies are at a strategic level.

It is a matter of strategic rhythm that the e-commerce business is decisive during the National Day. Due to the August price war and the "Double 11" big promotion period, many domestic e-commerce companies will choose to make adjustments during the National Day holiday, and will not go to great lengths. On the one hand, the domestic E-Commerce Association prepares the “Shuang 11” and repairs the supply chain issues exposed in the third quarter of the promotion; on the other hand, it is to adjust the impact of annual sales in the fourth quarter on a personnel basis.

It is based on the above facts that domestic e-commerce collectives have chosen to “do nothing” on this eleven holiday period. This will inevitably lead to the disappointment of netizens who have been looking forward to the new round of e-commerce "price wars." However, in Xiao Bian’s view, this “nothing” is indeed a good thing for the long-term development of e-commerce companies. Through this period of adjustment, domestic e-commerce companies can think about how to rationally and scientifically improve enterprises. Competitiveness, not just rely on price to win.