Electric business war busy, trust crisis approaching

8.15 The negative effects of the electric war continue to ferment.

Electric business Industry year-end Battle "Singles Day", The Cat, Beijing East, Suning and other shopping around the Double 11 promotion has begun, but because the "8.15" promotional negative effects are still continuing, the effect is generally poor.

Take the lead to "desert action" pull open "double 11" promotion preheating Jingdong Mall in the past week's sales performance has not significantly increased year-on-year, Gome's Bowser network in September, "Cry!" 33 days "Large-scale promotional effect is also not up to expectations, currently only for the Jingdong" desert operation "of some products targeted counterattack.

At the same time, starting from May this year to adhere to the monthly "E18" promotion of Suning easy to buy, although the "good voice of China," the popular singer Li Dai, Wu Mo worried to hire for the October promotional spokesperson, but its more focus on the acquisition of the mother and child of the new website of Red Children's integration

October 16, a person in the electrical industry told the newspaper reporter, "suning Tesco and Massamasso management, as well as shareholder Sequoia Capital, the Northern lights of the negotiations are nearing the end, it is likely in the" double 11 "before the announcement, after the merger of Suning easy to buy in high-end apparel sales scale will have a qualitative upgrade. ”

It is reported that Massamasso 2011 sales revenue Breakthrough 500 million yuan, according to its plan 2012 years at least 1 billion of the sales scale, this and suning before the merger of the Red Children scale.

At the beginning of 20 billion yuan sales target of Suning easy to buy, as well as the proposed 60 billion tax revenue-bearing goal of Jingdong Mall, 8.15 promotion of the electric business industry credibility of the overdraft, which led to "double 11" promotional preheating cold.

Bowser Network vice President Pengliang October 17 told our correspondent, "Double 11" promotion is the biggest annual promotional activities of the electric business industry, sales revenue close to the annual sales revenue of 5%, because this year, the cat, Beijing and east will launch the countdown and other warm-up activities, This time, including pre-preheating promotions accounted for the annual sales volume of more than 10%. ”

As a result of the 8.15 electric war in the false promotion, the NDRC to the power of the party's punishment, the consumer of the price war distrust, so that "double 11" promotion prospects become no longer optimistic.

Reporter learned that in 8.15 of the industry after the trade only Bowser network launched a so-called will invest 3.3 billion yuan promotional resources of large-scale promotions, its integrated advertising more than 50 million yuan. However, this promotion did not let Bowser network traffic and sales have significantly improved, but Gome, Suning's entity stores starting from September sales than the first half of the year has a significant increase in the chain, Golden Week also achieve a single store income growth.

Due to the 8.15 electric war Zhongtian Cat is not directly involved, and "double 11" promotion is the preservation of the day Cat project, this makes the day cat is expected to become the year "double 11" promotional winners.

Reporter learned that the September this year, the cat and Jingdong Mall around the "double 11" promotional platform on the front of the brand competition to launch a dark war. October 11 began the "Double 11" promotional countdown activities, daily distribution of different brands of promotional coupons.

In the face of the second half of the industry growth decline in the current situation, Suning easy to buy recently also quietly lowered the annual target. Suning October 10 Performance communication meeting, according to the fund manager said that the current share of Suning appliance shares have been upgraded to 70%, the sales of suning this year may be 17 billion yuan ~180 billion. In addition, the successor platform sales will be gradually open to brand manufacturers across the line, but the other suppliers audit strict, is expected next year sales accounted for more than 10%.

The CICC study also said it is estimated that by 2015, Suning's purchases of home appliances and department stores could be 55 or 46 open. Among them, the open platform's product income ratio will reach 20% to 25%.

Obviously, the platform income is one of the main growth points of Suning's purchasing future. And for the Red Child, Massamasso and other vertical type of electric business mergers and acquisitions is also suning easy to buy the next major means, but with the Beijing-east and other peers face similar problems, suning easy to buy how to restore consumer confidence still need time.

Some people in the electric business sector pointed out that "the sales revenue of the electric business industry is always opaque, and the false promotion in the future" double 11 "promotion will also be widespread, as long as the" double 11 "promotion does prove the price advantage of online sales, the electric business industry to resume high-speed growth is still possible. ”