Online shopping mall "Warring States Era": price war or bring the electric business into the wrong place

Domestic large-scale e-commerce enterprises launched the so-called "history of the strongest price war" has been involved in the value of 7 billion of the profit margin and marketing resources.

The price war is like the catalyst, let the electricity business market boil. In the current European Cup schedule, the entire electric business market competition situation intensified, by the easy to express network, Jingdong Mall, Gome Mall, Suning easy to buy, Cat, QQ Mall and other domestic large-scale e-commerce enterprises to launch "The history of the strongest price war", accumulated has been involved in the value of 7 billion of the profit margin and marketing resources. In the interpretation of the industry, not only because the combatants are very "background", but also the network shopping as the main way to seize the status of the popularity of the river, quite a point "at this time do not rob the road, more when" means. South all reporters noticed that, due to the old, Beijing East First, become the "siege" object. At the same time, about the public businesses invariably advertised "low-cost strategy", but also attracted the industry's critics.

Did Jingdong become a target for a while?

BEIJING-East, which has not yet made a clear verdict on the IPO, now faces a crackdown from its rivals. These opponents are either very flexible, or very focused, or a lot of volume.

After the May Bowser net all incorporated, Gome this week in the electric business to sacrifice a punch. Gome Online Mall with the parent company to share tens of billions of dollars straight for special promotional resources to launch price war. According to Gome Mall director Zhang, the direct goal of the special machine strategy is to "pull down the net market price of around 40%". In the industry's view, the direct goal of the Gome Mall is the June opened the so-called let 1 billion yuan store celebration Month Jingdong Mall.

In fact, from May onwards, by the rapid network, Jingdong Mall, Suning easy to buy and the cat and other domestic large-scale e-commerce enterprises launched by the so-called "the history of the strongest price war" has been involved in the value of 7 billion profit margin and marketing resources. Now, the frenzy has not converged, but intensified.

Like online shopping consumers may also remember deeply, Dangdang had taken the lead in launching night raids, shouting out "Low price nights, stay up late, the highest straight 1800 yuan" slogan. Playing "Why East than West Amoy" the banner of Suning easy to buy, launched the "whole net price, 30 percent Rob 3 days" Discount war, directed to Jingdong and Taobao. And Jingdong took out 200 million yuan punch back: "Beijing East Cool Festival, the entire network price, and then send 200 million coupons." ”

"We will not only Rob Cakes, but also make cakes!" "Shenzhen suning general manager Hu Xujian told the south are reporters, easy to buy in the core of the market rapidly increase the scale at the same time, the use of congenital advantages of the rapid occupation of the net to buy blank market."

People familiar with the matter said that 2011 Suning sales only 5.9 billion yuan, did not complete the beginning of the 8 billion yuan goal, but the Beijing-East announced sales of up to 30.9 billion yuan, although it is later, but this gap still stimulated familiar with "ground warfare" suning. Not only that, many suppliers began to be the Beijing-east as a partner. In when and the Beijing-East war is busy, suning boss Jindong suddenly issued the command to launch the whole network, easy to buy all the high level is required to eliminate all worries, full sprint 30 billion yuan mark, this also let the whole lake more obvious wind wave high.

Now, there is another heavyweight contestant. South all reporters yesterday from the newly established Tencent Power company to learn that Tencent will be in the Tuesday to 43 days into the value of 500 million of marketing resources, to carry out a three-day QQ online shopping "Summer Carnival" large-scale promotions. This became Tencent's first large-scale marketing activities since the business independence, and Tencent's electric business is also the first use of QQ online shopping unified brand appeared in front of consumers.

Tencent Electric business director Wuhaiquan said that there is a proprietary and open platform for two large chunks of business, in the first wave of promotions, to Xun and 3C play, and this promotion mainly to open the platform of the merchants as the main participation. And in this Monday, after a period of trial operation, Unicom Day Cat flagship store officially operating, into the second largest online shop. The addition of operators has also exacerbated the complexity of the "brand-wooing wars" of the electric dealers.

Is the price war a real benefit or a fake gimmick?

South all reporters noted that in the current wave of electricity prices in a bloody battle, almost every electric platform to advertise their own is the lowest price, promotional stunt full.

Tencent Electric business director Wuhaiquan introduced, to participate in the QQ online shopping "Summer crazy Rob Festival" is the first half of the largest promotional activities. Tencent will invest more than 5 million yuan in the QQ net to buy cash coupons, more than 50 million Yuan brand store coupons and 500 million yuan QQ net to buy red envelopes. And from the Gome online mall executives said that, starting from May, the total benefit of three months to more than 500 million yuan. The average price of large household appliances fell by 30%, and all 50 percent of the items were sold. Suning Chairman Jindong said earlier this year, with two years to change the pattern of China's electric business, and now the launch of the promotional activities is only the beginning of the price war.

The business of the "yell" behavior, the industry views differ. Lu Xianbo, Deputy Secretary-General of China Electronic Chamber of Commerce, said that the price war, like Tesco, broke the traditional tradition of the electric business. He thinks, the merchant has the strength is to fight the price war the root reason, this also forces the other electricity merchant to take out the real gold silver to meet, the home electric network buys the war in the final analysis benefits is the consumer. However, well-known it critic Jia Jinghua believes that some of the home appliances giants launched a price war may be brought to the wrong place, the future of the reasonable development model for the electric business platform to maintain benign growth, do their respective market segments. Jing Lingbo, vice dean of the Institute of Finance and Strategic Studies of the Chinese Academy of Social Sciences, cautioned that although there are various reasons to promote the price war, but the price war is not a lasting way, its essence is the electricity business innovation is insufficient, lacks the core competitiveness.

Some experts also put forward that the price of electricity market has been very messy, there is no industry standards, and some concessions are only gimmicks, so the line also to develop the industry's lowest price standards, "almost every site advertised itself is the lowest price, but the actual effect of how the lack of reference." ”