Last month, Xiaomi car SU7 landed, and the moment Lei Jun announced the price, it caused a sensation in the entire car circle, and also set off a new round of price war in the automotive industry.
In recent years, the automotive industry has become more and more competitive, sweeping all aspects of R&D, production, price and so on. In particular, competition in the price field is "knife to blood" and "price war" has become the key word throughout last year.
In 2023, China's new energy vehicle price wars will rise one after another. Just after the Spring Festival this year, BYD set off another wave of price cuts, and many car companies followed suit.
Wuling Starlight, Changan Qiyuan A05, Geely Emgrand L, Nezha X and Nezha AYA series will reduce the prices of models in the same price segment by thousands to tens of thousands of yuan, ranging from 5% to 15%.
In 2024, the smoke of the price war will spread to all walks of life in the commercial world. People can feel the trend of "price reduction" in all aspects of food, clothing, housing and transportation.
Inevitably, the wind of price war has also blown to the e-commerce industry.
Recently, the e-commerce giant JD.com took the lead in launching the "Jingxi Direct Sales" model, which directly selects products from the source factories of the industrial belt, eliminating intermediate links and achieving extremely low prices.
On April 17, JD.com launched the "Price Competition" campaign, promising that the prices of all goods are lower than those of other e-commerce platforms, and consumers will pay double for their high prices, challenging other e-commerce platforms known for their low prices.
Pinduoduo insisted on the normalization of low prices in this price war, and despite facing doubts about the quality of goods, it still withstood the pressure and continued to attract consumers with low prices.
Not to be outdone, Alibaba is not to be outdone. Previously, they have listed "price power" as one of the five major strategies, shifting from Tmall to Taobao, implementing the daily low price strategy, and trying to return to the low-price market.
Douyin e-commerce launched the "0 yuan entry" activity to attract small and medium-sized businesses and shout out a low-price strategy. Kuaishou also put forward the strategy of "low price and good things", and launched the core gameplay of "big names and big supplements".
While the price war is heating up, the competition in all aspects of e-commerce platforms will become more and more fierce in 2024, and it will reach new heights.
On February 23, a report released by the Economic Daily said that in recent years, while consumer confidence has steadily rebounded, consumers have also become more rational and no longer pursue absolute low prices.
With the higher requirements of the market and consumers, this e-commerce world war is not only a competition of price, but also an all-round competition of service and supply chain efficiency.
By changing the rules, launching the "chain reduction" action, using emerging consumption models such as live streaming and group purchase prices, various platforms are taking "cost-effective" and "quality-price ratio" as keywords, and continuously improving the user experience while reducing prices.
The e-commerce price war is entering a new stage.