First wave of "price war" opened

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This year, the first wave of "price war" has been opened. Gome Online, Suning easy to buy, Xun in the "51" before the "tacit understanding" to set off a round of promotional small upsurge. However, the Beijing-East Peace Response, a number of home appliances manufacturers think this round of "price war" combined with the actual situation, holding a cautious wait-and-see attitude. Observers said that a "price war" by the electricity dealers was forced by the competitive situation, is reluctantly, the two sides will gradually become rational.

Last week, Gome online launched "' 4 18 ' peak moment" of more than 10 snapping; Suning Tesco from April 18 to 21st also launched the "youth storm 0 yuan shopping activities", the new entrants to the electrical appliances Xun from April 11, opened the "whole network price" promotional activities, and the public name to the Beijing-east, Easy to buy and gome online parity. However, the Chinese business of the world famous Jingdong mall, compared to last year, a lot of peace.

In the field of electrical business infiltration for many years, the director of the Xiahuahui Group E-commerce Center, Suning, Gome, Xun selected the timing is very skillful, rob in the days of the cat 6 ~ July "The summer to promote" and Jingdong "6 18" activities, and near the "51" consumption peak. "We are involved, but we will be able to, and carefully wait and see, the price of electricity dealers are expected to be more rational this year." ”

Chi-High Air conditioning E-commerce Minister Yu Yanchun that this round of price war has virtual reality, the major platform has the ingredients of speculation, but also the actual promotional activities, but "we do not want to participate in price war."

"This price war is more hype. "Konka Multimedia E-commerce Department general manager Yeming said, Konka although this year's plan will be the electric business to do 2 billion yuan, but will be a steady advance, pay more attention to consumer experience."

Another unnamed color TV giant electric business executives said: "A lot of people lack of money, a small share of people with money, price war is inevitable." "He said," The cat has been platform, not dozen price war, the initiative in the hands of major manufacturers; there is a steady share of the capital, now the main goal is to seek profits, to prepare for the IPO; but "the followers want to share the shares, do not want to let Jingdong comfortable listing, the two camp strategy is different, tactics are different."

"The price war for the electricity dealers will continue this year." The director said, so the factory this year on line and offline, the line between the various channels of products have been separated to avoid "backfire".

In Shunde Electric Merchants Association president, Foshan Small ice Fire Man Network Technology Co., Ltd. CEO Peng Limin it seems that after several years of competition, the pattern has been basically formed, the price war has been difficult to change the existing electricity quotient pattern, because today's consumers have begun to pay attention to service, experience, if the simple price, customer stickiness is not small, It is difficult to develop long-term advantages.

In Peng Limin's view, the leader in the field of consumer, such as the cat and Jingdong, already have a more mature user base, so in peacetime will not be easy to play price war, turn to the pursuit of service quality. But in order to ensure influence, they still make one or two times a year big promotion.

However, as followers of Amazon, Suning and Gome online and other companies, there is the pressure of scale growth, will be more use of price promotion to attract consumers. And new entrants such as Xun, shop 1th, recklessly price is difficult, the main difference strategy, such as the localization of Xun distribution, the parent company Tencent's flow support; shop 1th was Wal-Mart bought fresh food, consumer group is a family housewife. "Among them, Xun has changed from new entrants to followers in the 2013 and has also used price instruments." ”

"Do the book when and do the fast elimination of the only goods will, the size of these two can not be belittled." "There are a few major players left in the field of business for the consumer," says Peng Limin. "For manufacturers, the key is to stagger product models, otherwise it is easy to fall into the vicious price competition." ”