U.S. devaluation online sales brand

In order to deal with the impact of e-commerce big price wars, the traditional home appliance company, the United States, launched exclusive brands for online channels, separated online and offline, and protected the profit margins of the offline market.

The United States Life Electric Division held a press conference to announce the launch of the new brand "EasyCooker" (EasyCooker), specifically for the network channel, the United States will be the brand positioning as 80,90 after the fashion, personality lifestyle appliances brand, full range of products Will start in Jingdong Mall. Midea also became the first home appliance company to launch exclusive brands exclusively for online channels. Midea will sign 100 million yuan orders with JD. JD.com has already invested 30 million in the first phase. The two parties expect that “Qikuo Ke” will achieve a sales target of RMB 1 billion in 2015. Compared to Tmall, the cooperation of JD.com is very strong. Both parties can say it is a match. Tmall's traffic resources are limited. Compared to a vertical website with the largest traffic volume in China, such as JD.com, the latter may bring better exposure and user experience. Therefore, Jingdong was selected as the initial partner.

Wu Shaoqiang, general manager of the United States Life Electric Division, said that in recent years, e-commerce has developed at a very rapid rate. Its development is mainly reflected in low prices, which have caused serious damage to the traditional channel price system. Therefore, such home appliance manufacturers in the United States must take measures to protect Existing price system.