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国美在线CEO李俊涛:618“三比”京东撕开“伪低价”假面

来源:国美在线 时间:2016/6/20 13:02:47 字体:[ / ] 阅读:962

6月14日,国美在线CEO李俊涛微博发炮,宣称在保证品质的前提下,与京东在价格、物流、服务等方面展开全方位决战。尤其在价格方面,比价京东买贵差价3倍返,号召全体消费者到国美在线比价,用聪明购让京东伪低价无所遁形,大“惠”用户,618低价突围战火药味十足。

阿里京东避谈价格战 国美在线成电商低价标杆

电商行业经过过去几年不断洗牌,唯品会、1号店、当当网,易迅网等均已衰落,相比往年“群雄混战”的局面,今年618参战的综合性电商只剩下天猫、京东、国美在线三家。京东坐镇618主场,主打“品质狂欢节”,联手腾讯引流,6月1日起每天推出的3C品牌销量排行榜成为热议话题,但也充斥着数据造假的质疑。天猫主打粉丝路线,请来明星网红助阵,与双11的全品类“五折”不同,无论天猫、京东、苏宁618纷纷避谈价格战。相比之下,国美在线是唯一一家坚守低价策略的电商,李俊涛将“比价”进行到底,高调叫板友商,让618回归到为消费者带来优惠的本源。

低价一直是国美在线的标签。根据惠惠助手数据,2014年、2015年连续两年618,国美在线达到历史最低价商品比例都超过京东,位居行业第一。今年618,国美在线比价全面升级,力度上承诺“比价京东买贵3倍返”;技术上推出聪明购直接显示比京东价格低XX元,设立天天比价频道,在线客服代客下单;人力上动员国美20万员工每30分钟调价一次,面向全社会招募1000名兼职比价官现场实时监督价格,让京东伪低价无所遁形;国美在线还不断公布618“省钱达人风云榜”、“省钱商品风向标”等榜单,为新用户提供参考。

此前接受媒体采访时,国美在线CEO李俊涛曾称,比价不是为引流,比价的核心目的是真正以消费者需求为核心,对消费者的承诺,让消费者明明白白清清楚楚去购买,理性购物。比价更多是在比整个供应链,还有整体企业的优势,比价作为企业实力的象征。京东等企业连年亏损,面临资本市场盈利压力,不敢直面价格战,只能以“品质”作为噱头,实际上品质只是零售企业的基本功,并不值得炫耀,价格才是决定长期竞争力的关键。国美在线此前推出的“比价京东贵就赔300”获得用户好评,年复合增长率超过100%。比价在618之后也会成为国美在线长期坚持的策略之一。

李俊涛表示,虽然国美连续13季度盈利,拥有充足资金让利,但国美在线低价并非以亏损为代价,而是全流程精细化运营。国美在线依托集团千亿采购规模优势,“262”供应链优化组合管理,包销定制、一步到位价、OEM、ODM、C2B反向定制等合作模式,采购成本比京东低3%-5%,差异化商品占比超过35%。国美在线还拥有全球领先的ERP信息系统,能够精确到单人单店单品,通过大数据精准营销,线上线下互相引流,减少浪费。京东物流自建成本很高,国美在线则可以借助线下仓储中心和门店自提,减少库存周期,降低成本,这些都将转化为价格优惠。

手机家电五折起百万红包提前抢 家电即日购买及时安装

据悉,国美在线618活动从5月26日就提前打响揭幕战, 6月16日至20日将迎来全品类狂欢高潮。手机家电5折起,彩电直降最高减2000元,百万红包提前抢;50000件百货0元购;家电套购第二件5折,第三件免单;亿元优惠券免费领,爆品提前预约送大礼。针对京东等电商频发的网购欺诈和信息泄露问题,国美在线还对盘古二期系统进行了全面升级,建立自动化漏洞检测系统和安全运维系统,利用大数据技术,进行代码审计,及时发现安全隐患代码,分辨黑客、可疑员工与正常用户的行为规律,及时对不正常的行为进行安全预警。国美在线还邀请国内领先的互联网安全企业360公司,以及国内最大的白帽子(专注信息安全的黑客代称)社区乌云平台,定期对国美在线系统进行全面测试,并派人驻场实时监控,同时通过IP访问限制和密码校验防止黑客攻击。

物流方面,12大城市大家电当日达,78个城市次日达,40000个乡镇四级区域无盲区覆盖,根据用户需求7X24小时按需送货,空调格力、美的、海尔等13大主流品牌还在北上广深成等9大城市开展“即日购买及时安装”,当日11:00前下单,当日17:00前配送到位,当日即可安装完毕。17:00后配送到位的,签收24小时内安装完毕,实现即买即送即安装。售后服务方面,除了延续30天价格保护,30天无理由退货,180天换货,还有家电上门维修保养,以旧换新,节能补贴等增值服务。国美在线还与中国银联强强联合,618期间APP端采用银联支付,满500减50,满1000减100,招商银行满额送豪礼,民生银行支付送黄金。

业内专家表示,随着阿里京东先后上市,电商行业经过第一轮高速发展,已经进入平缓期。一方面用户网购习惯基本形成,各大电商平台都积累了一批忠诚粉丝,业内只剩下三、四家主流玩家,后来者很难进入;另一方面用户对频繁促销口水战,价格先涨后降,物流服务延迟等乱象已经麻木,购物选择日趋理性,电商平台将由烧钱炒作逐步回归到传统零售业供应链、物流、服务、品质等综合实力的竞争。拥有三十年零售经验和品牌积累的国美,通过国美在线418、618、双11等电商重要节点的出色表现,有望在全零售时代上演“王者归来”。

作者:国美在线 责任编辑:zhangwenxian 分享:收蒧 | 复制网址
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