Electricity Dealer price war

Perhaps many years later, the August 15 of 2012 will be repeatedly mentioned. This day, a "electric dealer price war" struggle, in several electric business industry "upstart" between the outbreak. Everyone has a different view of the confrontation, and even the Asahi Shimbun, a irrelevant microblogging, can be summed up: "The authorities are clear, onlookers fans."

Fire

The so-called "price war", especially in the field of electric business, many consumers have been commonplace. Often gesanchaiwu, there will be a power business enterprise, find a start to launch a promotional spree, every month there are days like auspicious. Even the most important two sides of the price war: Jing Dong and Su Ning, has been a lot of direct or indirect confrontation.

Why is this only this time so hot? Even the media called it the "third home appliance revolution".

From an outsider's point of view, this is nothing more than a micro-blog between enterprises. Driven by the increasingly well social media, Su Ning, gome and other warring parties, Qi Qi before the start of each other malicious words, and are more than miserable mode: To buy me this, I must be lower than other prices, he dropped 1 cents I will drop 2 cents, he dares to sell 1 yuan I will sell 0 yuan!

If this is true, according to normal logical reasoning, these electrical appliances in the end not only to the consumers, may have to pay a sum of money. These enterprises are Ligue as proof, you do not believe? If the battle is fierce to the point of the white send, you can not pay attention to it? Micro-blog has turned crazy, the media can not hurriedly follow up the report?

All unrealistic fantasies will be shattered. Product asymmetry, out of stock, the day before the surprise price increase ... These commonplace means were predictable, and the endless price-cutting model, which everyone looked forward to, has never started. Even some products in a day, although the price changes many times, but it presents more and more expensive situation.

Select a 9199 yuan of the original price of TV products as a comparison, 15th at the end of the comparison is as follows.

Website a price of 5399 yuan, the page marked out the red Word: This price, the outcome has been divided! Is there any reason not to be single?

The website b price is 5688 yuan, the red word on the page is marked out: This price is a, the outcome has been divided. 46-inch Full HD Smart LED TV with base. One per person is restricted.

Site C price for 5678 yuan, the page marked out the red Word: the real price of enjoyment, not the same feeling grab the coming, the opportunity not to miss!

This "price A, the outcome has been divided" red logo, appeared in Jingdong, Suning and other products on the page, can also be regarded as the winner of the manifesto, can also be considered a loser's defeat.

The practice of paying lip-paying, let a lot of look forward to pick up big cheap netizen very frustrated. Beijing Zhongguancun at noon to dine out of the crowd, often able to hear all kinds of ridicule, grumble about the sound of several electrical business website. Just bought the electrical appliances of Wang compared, this day the price of the same product is only a few months ago cheaper than dozens of yuan.

However, despite the serious idea, this "price war" is still attractive. Jingdong Mall (Weibo) CEO Liu early on the microblog revealed: "20 minutes, everyone received nearly 50 million of the order", and Suning easy to buy (micro-BO) executive vice President Li bin on the same night, Su Ning easy to buy today's website visitors number, sales scale both increased 10 times times year-on-year.

Ready to decorate the house of Xiao Bo, early in the morning did not hesitate to buy four units of air-conditioning, online prices than she had many times before she went to the electrical market to see the price, each is cheap hundreds of yuan.

Ice

After the beginning of autumn in Beijing, there is still scorching sun. August 15 is a Wednesday, in such a period of time, the number of people to visit the electrical shop is very few. Whether or not the internet has been scrambled hot over the days.

In Zhongguancun, in the west three ring, in the Princess Grave, Sina technology to go to several electrical stores, are a scene of the empty, the shop staff than customers. Just as the virtual world is completely fragmented with the real world, it's hard to have a war break in an electrical store. However, almost every shop assistant and sparse customer know this matter.

There is no online price tag changes, not even enthusiastic marketing. The shop assistant will tell you that a discount is already the lowest and may not be available at any time, as the price "is the same as online".

That is not the case. Take the television set mentioned above as an example. Suning Store This product price is 5788 yuan, and Gome store price is still the original price of 9199 yuan. The Suning clerk will come up with a price book to tell you that this is the "bottom floor", and the Gome staff is very surprised and puzzled about the price of the Suning store.

What are the advantages of offline? In addition to the distribution problem, the staff of the entity store will tell you a more flexible solution: payment can not be shipped within three months, if you find that the product price reduction (the store will not be the initiative to inform), then the new price can be sold again, the previous overpayment of the part can be refunded.

There are a number of domestic appliances, offline sales will take some gifts. For example, a domestic 3D TV set, not only an additional four pairs of stereo glasses, also comes with a 2.1 audio (allegedly worth thousand yuan).

Outside the television, other products in the store seem to be more disconnected from the virtual world. For example, in Suning asked about the price of ice washing products, the shop assistant will remind you that these products have not yet begun to promote, recommend users after 17th. Early on, Su Ning announced that it will start from 17th, start "Breakdown of the whole network price" activities.

Su Ning is ready to launch a promotion, and Jingdong let this part of the plan ahead of schedule implementation.

The battle is over.

Why does Jing Dong seize su ning not to put? Liu on the micro-blog to explain the reason, had hinted that Su ning "use individual local government relations to the whole we". However, there are many different interpretations of the motives of Beijing east.

And from the "21st century Network" reported that "Su Ning's core is the two-tier market valuation, if the valuation system collapse will lose the full." Jindong Two-thirds of the shares to pledge, as long as Suning shares were hit below 4 yuan, it is likely to trigger a large sell-off of trust companies, share prices tumbled, thereby achieving its malicious acquisition purposes.

This price war has thrown a cloud of capital wars.

Based on the above judgment, "business value" in the price of the recovery in the war further pointed out: "The real battlefield is not micro-bo, not the electric business circle, but in the capital market." Not in the capital market sniper Su Ning, the traditional retail giant really threw himself into the electric business pond, which is a significant impact on the business and capital path of Jingdong.

In any case, the war will continue. Suning will continue to push ahead with the established 818-store celebrations, and Gome announced on Weibo: this Friday, Gome (micro-bo) more than 1700 stores nationwide adjustment prices, straight break the net price! All products lower than Jingdong, welcome to the consumer site parity! If above the net price, the store adjusts prices in time.

Sina Science and Technology launched a survey, the previous 75% of netizens mostly online stores to buy large appliances, and through this battle, 67% of respondents said that the line will be online under the overall parity.

"The most important outcome is a decisive shift in consumer habits," Wu Xiaobo, a financial writer, said in a microblog about the price in wartime. Auto founder Li More straightforward expression of the same view: "After this round of speculation, everyone knows the Internet to buy home appliances cheap."

This is like a dream space, a concept has been buried in the hearts of many people.