“Price comparison” has become the “tradition” of e-commerce price wars

In recent years, “price comparison” has become a “tradition” of e-commerce price wars. The "6·18" e-commerce war is approaching, and the promotion war has not yet started, but a technology war is already undercurrent.
"6·18" did not lead to technical war first

Now when opening Gome Online's website, consumers will find a "Compare Price" button next to the price information of many products. Move your mouse over it, and the "button" will tell you how much lower the price of this item is than the price on JD.com or Suning. Data is updated every half hour. This is Gome Online’s “secret weapon” prepared for this year’s “6·18” e-commerce war.

On June 18 this year, Gome Online promised to refund 3 times the price difference and compensate up to 300 yuan. It even welcomed "tourists" to conduct price supervision. That is, if you don't need to buy anything, as long as you find that Gome Online's products are more expensive than JD.com, you can Can get red envelopes.

Suning also proposed that Suning.com’s “6.18” prices must be fully comparable to competitors and must be lower than last year’s “Double 11” prices. Suning.com’s self-operated products all refer to the “Double 11” price, and many merchants have also joined the comprehensive price comparison team.

Behind the "price comparison", in addition to testing the e-commerce supply chain and commodity price management capabilities, there is also a "secret war" on technical strength.

"In the past few days, in order to prevent us from grabbing prices, JD.com has blocked us through technical means." Gome Online CEO Li Juntao said, "But you don't want to play with us." Li Juntao told the Beijing Morning News reporter that Gome Online's technology The staff is "anti-blocking" them. "Soon, we will be able to capture their prices again."

High growth in investment in e-commerce technology

In fact, in addition to price wars, competition in e-commerce marketing, logistics and other aspects is full of technology competition.

Tmall yesterday announced the launch of the “6·18” Fan Carnival, and will promote the fan economy this year. According to Tmall, the conversion rate of brand fans reaches an average of 2.2 times that of ordinary consumers. To analyze where fans come from, what they do, which brands they follow, and who can become new customers, etc., requires strong data analysis capabilities.

Suning has also increased investment in big data. On the 25th of this month, Suning invested in Chuangbing Technology, a sports data company, and can collect up to 15,000 pieces of data for a football match.

When building momentum for this year’s “6·18” JD Quality Carnival, JD Group CEO Liu Qiangdong said that e-commerce companies must meet consumers’ increasingly demanding demands for quality and services through technological innovation. For example, in the future, JD.com can build an unmanned and fully automated warehouse in Beijing, 100% of which is completed by intelligent machines; use drones to deliver goods in rural areas to solve the last-mile logistics problem in rural areas; in the future, customers can authorize JD.com, and JD.com can The driverless car can drive to the location set by the customer, and through password interaction, the robot automatically delivers the package to the trunk of the customer's car.

Huang Xiangping, vice president of Gome Online, told the Beijing Morning News reporter that currently, Gome Online has more than 2,600 employees, including more than 800 employees in technical support positions. As competition intensifies and consumers become increasingly rational, rapid growth in e-commerce technology investment has become the norm for major e-commerce companies.