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五一电商家电大战硝烟起 国美在线和京东杠上了 - 站长搜索
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五一电商家电大战硝烟起 国美在线和京东杠上了

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2015-04-24 18:33:04 转载来源: 网络整理/侵权必删

这个小长假从来没有这么热闹过——各大电商都卯足了劲,要在这几天折腾出一番味道。对它们来说,这是攻城拔寨、扩张版图的好时机

这个小长假从来没有这么热闹过——各大电商都卯足了劲,要在这几天折腾出一番味道。对它们来说,这是攻城拔寨、扩张版图的好时机。

年初喊出“年底进前三”的国美在线是最积极的一个。该公司近日宣布,在4月22日开始发放总价值20亿的现金券,推出大牌特惠专场,标杆低价、抢购夜袭、家电套餐、网站门店同款等专场。

五一历来是传统的家电销售旺季,京东从去年开始发力这个原本属于线下传统渠道的促销季,今年它再掀“五一家电风暴”,宣布投入2.5亿元,发放上亿元优惠券。

数据显示,2014年中国家电市场整体零售规模达1.41万亿元,而网购市场规模达就达2011亿元,占比近15%。

五一家电巅峰战就在眼前

国美在线在国美“全零售”战略架构中,一直扮演着先行者的角色。2014年完成与线下资源的全面整合共享,B2C行业市场份额排名由第9升至第5,国美在线现在是中国增速最快的电商企业。

“2015年初,我们提出销售再翻番,直接对标京东。”国美在线董事长牟贵先说。

为了实现既定目标,国美在线接连推出了“元旦大趴”、“春节年在一起大趴”、“315网购狂欢”及“418购物大趴”——几乎从来没闲着。

“一定是缘于商品的竞争性,无论在品类丰富度上还是价格上。”谈到国美在线的竞争优势,牟贵先这样回答。

在与京东这样的全品类平台的竞争中,国美在线的打法是,以细分专家的角色,深度击破那些对品类要求苛刻的消费者。

家电起家,家电立命,商品品类和SKU的丰富度是家电电商平台的“看家本事”。通过对比国美在线与京东目前大家电产品线SKU记者发现,国美在线的整体SKU超京东近50%,国美在线SKU数量为8890,而京东仅为6064。

标签: 五一 电商 家电 大战 硝烟 国美 在线 京东 上了


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