今年这场电商双十一大促中,在淘宝天猫、京东商城、苏宁易购和国美在线几个平台的主战场,家电业无疑成为最大的赢家之一。与前些年双十一的混战状况不同,今年的家电双十一大促,俨然已经成为一场大企业的盛宴,而家电厂商对于双十一的定位、规划和落地执行也更加理性。从厂家的角度来看,早在今年电商双十一活动引爆前夕,一些家电巨头们就提前在传统渠道引爆一场场的线下双十一促销,提前锁定消费需求。同时,在参加今年电商双十一活动时,则更多的从价格引爆向价值引领转型。多数家电企业已经开始赋予电商渠道更多的使命,不只是超低价出货,还要做品 This year, this e-commerce double-11 promotion, in Taobao Lynx, Jingdong Mall, Suning Tesco and GOME online platform of several main battlefield, the home appliance industry will undoubtedly become one of the biggest winners. In contrast with the scuffle situation in the previous two years, the 11th largest appliance promotion this year has just become a feast for large enterprises. Appliance manufacturers are also more rational about the positioning, planning and implementation of the “Double-11” campaign. From the manufacturer’s point of view, some e-giants detonated a line of pre-sales promotion under the traditional channels early on the eve of this year’s e-commerce double eleven event to lock in consumer demand in advance. At the same time, participating in this year’s e-commerce double eleven activities, then the more detonated from the price-led transformation. Most appliance companies have begun to give e-commerce channels more of the mission, not only ultra-low-cost shipping, but also products