电商脱掉野蛮外衣

终于疲劳了。从＂6﹒18＂一直蔓延到＂8﹒15＂的电商价格血战,并未像京东商城CEO刘强东所豪言的＂此战之后再无大战＂,而是变奏为一种常态竞争行为,残留着碎了一地的营销口水。马云后来点评称＂（价格战）这类战术带有很浓重的上世纪工业时代的痕迹＂,各界也多以＂雷声大雨点小＂、＂虎头蛇尾＂等评论为主,

E-COMMERCE GETTING OUT OF THE WILD

The fierce price wars of e-commerce companies finally ended an anticlimax, and everyone feels tired. It seems there’s nothing interesting with this year’s competition. What is actually going on? For a long time, the Internet e-commerce companies see themselves as invaders who are invincible with the Internet sword. This is kind of overrating; meanwhile, the traditional industrial e-commerce companies still hope to have the time to balance on-line and off-line businesses, and in fact, they are underrating the destructiveness of the Internet modes.Even during the bloodiest moments of price wars, the major participants are quietly abandoning the so-called "fight of modes". Instead, they are searching for breakthroughs from mode merging, user experience, technology innovation and supply chain integration, etc. We interviewed senior managers of major e-commerce companies in China including Suning, Yihaodian, Amazon China and Coo8 on how to cope with the price wars as well as embrace the post-price war times. At some level, the e-commerce in China is getting out of the wild, and the new generation of merged e-commerce is walking onto the stage.