Electric business war stalled in controversy

Last week's electric-business war stalled in the controversy.

In Beijing East, Suning and Gome wrestling behind, the supplier is also an important game force. It is the supplier's "no" approach to arbitrarily damaging the price system that makes the "business show" stop at the "War of words".

Manufacturers do not support the direct result, is the Jingdong many models of products out of stock. Haier once ceased to supply to the east, although Haier stick as "has never been externally said to stop and Beijing-east cooperation."

"We have more than 100 TVs, only 5~6 in Beijing, and it's not stocked," he said. "A well-known TV company marketing general manager said that he began to think that it was a war of words."

Shunde a well-known small household electrical appliances business in charge of the earliest time "a little panic", because each price war to the end, always by the manufacturers "pay". August 15 that day, he sent four or five commissioners, 24 hours to stare at the price of online platform, once disorderly price, immediately asked the other side to increase prices. "The overall price is stable, the number of the bill will be settled next month, but it should be ' bleeding ' not much." ”

Suppliers "guard against", is to protect their own "profit granary."

The above-mentioned color TV Enterprise Marketing general Manager Frankly, the electricity merchant price war will not only affect Gome, suning, more fatal is the impact to occupy its income 60%~70% traditional channel. "If the electric dealer affects our existence, we would rather give up." ”

Even Gome, Su Ning faced with the challenge of the electricity business, this month both started "Online price synchronization", which has been the vendor's private doubts. "Online net price, in the short term," the mainstream of large household electrical appliances suppliers, because they supply gome, suning online and offline product models are also staggered.

After a breath, the supplier began to consider how to prevent a real price war, after all, "online and offline competition" will continue. According to Allwin Consulting a senior, the development of electricity business than expected, it in the home appliance market is expected to reach 10% this year, optimism can reach 20% next year, "before we think it will take 2015 years to achieve."

"Traditional channels are facing a lot of pressure", the above-mentioned color TV business marketing general manager that how to achieve product separation, consumer separation, channel separation, but also spend a lot of time.

The speed of development depends on the influence of the traditional channel and the support of the supplier.

To the electric dealer this likes "disturbs" the "child", the supplier is "both loves and hates". On the one hand, diversification of channels for manufacturers, Beijing East can balance the rise of gome, suning and other supermarkets; On the other hand, manufacturers are relying mainly on dealers and stores to "feed the family", after all, jingdong in the large household electrical appliances enterprises in the sale of the plate is too small, the sales of its large household appliances "Mei su" 1/ 10, the factory is absolutely not allowed "a mouse excrement bad porridge".

Therefore, the electricity quotient and the supplier will continue the game. If the electricity trader operates under the standard price system, it will be supported by the suppliers, and the supplier will be careful to pinch the supply chain.

In the cautious support of the mentality, the supplier will first strengthen the Internet and the network, the different platforms between the product compartment-different models, price wars and how to play, can only be a dislocation war. TCL (microblogging) this week will launch a partnership with Tencent for online sales of television, after Skyworth (micro-blog) and "New Seven Days" has also been launched online television development.

The second is the "channel balance" strategy. Electric business, supermarkets, department stores, large chains, stores and so on, to blossom, so that channels to form a balance between the potential. The general manager of the above-mentioned color TV enterprise marketing believes that "the influence of the electric quotient in the developed coastal cities and provincial capitals is improving, but the other local traditional channels still play an important role." ”

In addition, traditional channels will also be transformed. Ineffective, inefficient stores will be eliminated, "Happy enclosure" era of the "bubble" will be squeezed. Suning, Gome this year increased the strength of the closure of inefficient stores, regional appliance chain also in the "Squeeze bubble", some of the manufacturers have closed the phenomenon of stores. An interesting phenomenon is that not only Gome, suning this year "heavily" into the electricity business development, a Zhuhai electrical chain said "We also want to do online shopping." In this context, the entity store functions will change, in addition to sales, will strengthen the consumer experience, distribution and other functions. Suning, Gome's stores are now also online shopping "from the point of".

Under the pressure of suppliers, the electric business must learn to "be good". Despite the inevitable price hype, electricity dealers will also seek to be competitive and value-added beyond the low price. In order to improve the online experience, distribution speed, the electrical business must increase logistics, warehousing and other inputs.

In the future, the traditional channels will be "net", "light", the Electric Chamber of Commerce "landing", "weight", the two business models will converge, will merge. Online prices will also converge, so that they stabilize the corresponding consumer groups. This is the "ideal country" for suppliers, and the most important thing now is to prevent irrational electric dealers from "breaking their jobs".