In recent years, "price comparison" has become the "tradition" of e-commerce price wars. The "6.18" e-commerce war is approaching, the promotion war has not yet started, and a technology war has been surging.
"6·18" did not advance the technology war
Now when you open the Gome Online website, consumers will find a "comparison" button next to the price information of many products. Flick over with the mouse, and the "button" will tell you how much the price of this product is lower than the price of JD.com or Suning. The data is updated every half an hour. This is the "secret weapon" prepared by Gome Online for this year's "June 18" e-commerce war.
This year’s "6.18", Gome Online offered a three-fold return of the price difference, with a price comparison promise of up to 300 yuan. "Visitors" are even welcome to conduct price monitoring, that is, you don’t need to buy anything, as long as you find that Gome Online’s products are more expensive than JD.com. Can get red envelopes.
Suning also proposed that the price of Suning.com's "6.18" must be lower than that of last year's "Double 11" to fully benchmark its competitors. Suning Tesco's self-operated products all refer to the "Double 11" price, and many merchants have joined the team for comprehensive price comparison.
Behind the "price comparison", in addition to testing the e-commerce supply chain and the ability to manage commodity prices, there is also a "dark battle" of technical strength.
"In the past few days, in order to prevent us from grabbing prices, JD.com has used technical means to block us." Gome Online CEO Li Juntao said, "but you don't want to play with us." Li Juntao told the Beijing Morning News reporter, Gome Online's technology People are "anti-blocking" them, "Soon, we will be able to capture their prices again."
High growth in e-commerce technology investment
In fact, in addition to price wars, competition in e-commerce marketing and logistics is full of technical competitions.
Tmall yesterday announced the launch of the "6·18" Fan Carnival, which will promote the fan economy this year. According to Tmall, the conversion rate of brand fans has reached an average of 2.2 times that of ordinary consumers. To analyze where the fans come from, what they do, what kind of brands they follow, and who can become new customers, requires strong data analysis capabilities.
Suning also increased investment in big data. On the 25th of this month, Suning became a shareholder of sports data company Chuangbing Technology, which can collect 15,000 data for a football match.
While building the momentum for this year's "JD.18" Quality Carnival, JD Group CEO Liu Qiangdong said that e-commerce companies must meet consumers' increasingly demanding demands for quality and service through technological innovation. For example, in the future, JD.com can build an unmanned fully automatic warehouse in Beijing, 100% of which is done by smart machines; use drones to deliver goods in rural areas to solve the problem of logistics in the last mile of rural areas; in the future, customers can authorize JD. The driverless car can drive to the location set by the customer. Through the password interaction, the robot automatically delivers the package to the customer's car trunk.
Huang Xiangping, vice president of Gome Online, told the Beijing Morning Post that at present, Gome Online has more than 2,600 employees, of which more than 800 are in technical support positions. With fierce competition and increasingly rational consumers, rapid growth in e-commerce technology investment has become the norm for major e-commerce companies.