"Electric Dealer Promotion war" is a farce

Jingdong Mall, Suning easy to buy and Gome electric stirring "electric dealer promotion war" is a farce.

In response to the "8 15" price war, the national Development and Reform Commission price supervision and inspection and antitrust authorities said yesterday, the preliminary identification of the three parties and their online mall suspected price fraud.

"If a person is a glorious image, without flaws, this person must be a liar." I must have a lot of flaws ... "The Chairman and CEO of Jingdong Mall's board of directors, Liu, recently made" self-criticism "in response to the" advance ". Although he said he did not care (care) outside controversy, but the public also very care the sincerity of the apology.

Yesterday, Beijing east on "8 15 price war" issued an apology statement, but this is through the "Release Jingdong" (Jingdong Mall official authoritative information release) this micro-blog certification account released, compared to the "Jingdong Mall" This has more than 1.9 million of fans of the Micro-blog certification account, as of press before the "release Jingdong" only has more than 400 fans. This also attracted the public to the Beijing East deliberately low-key apology for questioning.

A spokesman for the NDRC told reporters that the NDRC has sent 4 working groups to the Beijing-east, Suning Tesco, Gome, and reflect the relevant situation of a Amoy network for residency investigation.

The survey found that the above involved in the price war, the three manufacturers are suspected of price fraud in three areas: promotional prices higher than the original price, not fully fulfill the pricing commitment, with the exclusive sale of the product parity. and a Amoy network there are some of the problem of inaccurate data.

Investigation

The above-mentioned people told reporters that the NDRC has now interviewed three of the actual price war in accordance with the legal procedures of the electricity dealers, and has made clear the rectification requirements.

According to China's relevant laws and regulations, the original price of the commodity is in the 7th before the sale of product transactions in the lowest prices, and if the actual promotional price higher than the previous 7th trading in the lowest price is suspected of false promotion.

The survey found that Jingdong Mall, some of the commodity varieties did not meet its commitment to 0 of gross profit. According to media reports, the relevant departments of the 15 products show the east, the gross margin of these products to the minimum of 4%, up to 22.43%, even if the highest gross profit margin after the promotion reached 10%.

In addition, there is a false phenomenon is that some manufacturers promise to sell goods at low prices, but the online shop is marked with no goods, and the survey results show that the stores actually have inventory. Another alleged false promotion is that some electric dealers sell their products exclusively, and others do not, and therefore do not compare their previous commitments to whether the price is the lowest price.

In accordance with the seventh provision of administrative penalty for illegal price offences, as amended in 2010, "the use of false or misleading price means to entice consumers or other operators to trade with them, to order corrections, to confiscate illegal income, and to place a fine of 5 times times the illegal income; no illegal income, A fine of 50,000 yuan or more than 500,000 yuan; the circumstances are serious, ordered to suspend business rectification, or by the industrial and commercial administrative organs to revoke the license. ”

Aramus, deputy director of China Electronic Commerce Association Policy and Law Committee, said to our correspondent yesterday that the NDRC's investigation was not unexpected, and that it was not an accident, whether in the east or the United States, Su Ning, in the price war to say too full, the cycle of parity competition, the lowest price commitment, And the NDRC has the right to investigate and fine the price fraud in order to guarantee the interests of consumers.

"The main purpose of the NDRC's investigation is to maintain a normal market order and to deter enterprises." "Aramus said.

Overdraft Integrity

August 14, Liu to a line of micro-Bo provoked a price war, almost a sentence for Su ning. He also promised that, from 9 o'clock 15th, all the large electrical appliances in Jingdong are cheaper than suning line.

Soon, Su Ning, Gome have to challenge.

But with its rhetoric in sharp contrast, is limited price range and hundreds of commodity prices rise. According to a Amoy network monitoring the August 16 net price big household electrical appliances commodity data, each house announced after the price war, the entire net has more than 13,900 commodity prices began to rise, the average rose in 0.74%, the price on average rose 22 yuan.

It is noteworthy that yesterday, the media quoted the NDRC officials said, a Amoy network of data for the investigation of the electricity business has provided help, but in the survey also found that a Amoy network some of the data there is an inaccurate problem.

Amoy NET response is that it has from 5,000 shopping websites, more than 1 billion of the merchandise data, "We will listen to the views of all parties, continue to enhance our data capture and analysis capabilities." Welcome to the relevant departments, the media and netizens continue to the comparison of the experience and supervision. ”

The price war, known as the "No Bottom line", was finally proved to be "only thunder and Rain". And many of the goods out of stock has also caused the user's query. From the overall view, television, refrigerators, air-conditioning and other lists, a considerable number of goods out of stock.

Yesterday, the head of a website of an electric dealer said that the government regulators were welcome to intervene to standardize the electrical business order. He pointed out that the price war as a business marketing method, in a certain period of time will exist, but the goal of price war should not be Bo eyeball, do gimmicks, in addition, the price war on the business model can not be sustained.

He says the simple proprietary model cannot be profitable, and must be a diversified portfolio of products, such as Amazon's open platform + digital distribution + cloud services profit model. He suggested that e-commerce companies in the industry pay more attention to the health of business models and the ultimate value of consumers, to improve the threshold of competition and technical content.

The vigorous price promotion thought can overdraw the consumer's money bag, the fact is overdraft the electrical business Enterprise's prestige.

Luo Qingxi, senior director of Paller Consulting, told our correspondent that the hustle and bustle of the electricity price war is at best a war of words, because the real low-priced products did not appear.

"A company is going to fight a price war not to see how plentiful the company's cash is, but more importantly to see if the manufacturer can provide enough bullets." At present, home appliance chain Enterprises have a huge offline system, manufacturers will not be in order to match the minimum size of the electric business enterprise price war and sacrifice a huge offline system, which fundamentally inhibit the price of electricity dealers. "Luo Qingxi said.

In the qiping of the Information Research Center of the Chinese Academy of Sciences, the price war reflects the drawbacks of the commercial model of the extensive competition of the electricity quotient. "Price war" hidden behind the electric business enterprise fragile capital chain, many enterprises need to be financed from time to "blood" to maintain survival, but in fact this is thirst.

Another person in charge of electricity business said, "8 15" the Electric business War appears to be a public farce of electricity business. Jingdong, Suning, Gome, a Amoy attracted attention, but at the expense of the founder of the company's credibility, micro-bo marketing overheating will lead to the credibility of the entire industry collapse? will excessive publicity cause users ' overdraft consumption?

Hangzhou insisted that I (Jasonwood) E-commerce Co., Ltd. in charge of the decision to withdraw from the Beijing-East pop platform (open platform). The reason is that on September 3, Jingdong held 300 to send 1000 coupons activities, but 1000 yuan coupons need to come out.

The person in charge of this reporter said that the Beijing-East before the promotion of a promotional all by the Beijing-east to send coupons; During the promotion, Jingdong also said that the two sides to bear the cost of the promotion of the half; but after the promotion, Jingdong will be all promotional costs by "insist I" commitment.

Behind the price war

Suning Electric Appliance Group Vice Chairman Weimin yesterday said that Suning group in the internal conduct of some checks found that in the recent electricity quotient price war in Suning does exist some of the operation is not enough to standardize the place.

The above statement, said Beijing east, although a large number of promotional resources have been invested in the promotional period when everyone in the overall negative profit margin operating to give back to consumers, but found that there are still a small part of the large household appliances did not achieve the commitment of zero margin to consumers, and due to technical and operational difficulties and real-time volatility of prices, Nor is it possible to achieve all of the big household appliances at the same point in all the lower commitments than competitors.

"8 15 price war" also reflects the current domestic retail industry frustration.

Five hundred City Electrical network chairman Shan Bin said, because of the economic environment, in recent years, the overall performance of the domestic retail industry, especially in the electricity, inventory backlog is high, some suppliers are eager to clear inventory demand.

Second, the traditional channel leasing costs, human costs continue to climb, so that traditional retailers to "channel transformation", began to transfer offline sales to the online, the power of the voice of the increase.

Third, the current domestic power market is more decentralized, such as the Beijing-east and other electric platform hope that through the competition of price warfare means to achieve a relatively monopolistic status. These reasons all make the electricity merchant price war to be staged continuously.

Liu earlier in the reflection of "8 15 price war" on this reporter said, through the price war saw the Beijing East in the stock of capacity, and suning easy to purchase also exist IT system construction deficiencies.

Source: China Broadcasting Network