Gome Online announces $3.2 billion cash coupon to launch a 32-day promotional campaign

June, the electric business to promote the focus of the upcoming period, following the Beijing-East announced June 1 to 20th to open the annual promotion, will be "6 18" issued a value of 1 billion yuan Beijing East red Envelopes, Gome Online announced the investment of 3.2 billion yuan cash coupons, starting from May 28 to start a 32-day promotional activities. Gome Online claims that "more than the east of the cost of the price difference, there will be a few broken prices, not limited."

The fighting is about to set off. Among the many electric dealers, why is gome online to the standard Beijing East? May 28, Gome online Chairman Shangui first to the 21st century Economic report reporter said: "Because in the overall sales, Jingdong home appliances accounted for the largest proportion of 2/3 to 70% of the proportion of home appliances, of course, including platform, both sides in the user will have intersection." In addition, playing chess with a high level of confrontation, the old with the level of the bad people, their level will also decline. ”

May 28, Jing Dong Group Marketing Department of the 21st Century Economic report reporter said, "jingdong more attention to cost, efficiency, user experience." The future of the electric business will be more and more concentrated, which is in line with the development of the Internet, the future ranking of the top two will account for 80% of the share. Regarding the electric quotient pattern, we think the professional person does the professional matter. Take the logistics as an example, in fact, the logistics technology content is very high, but also very complex, there is a lot of continuous improvement in the future space. "The challenge is to achieve effective management and to" keep pace with the growth of the company, "said the person who owns over 50,000 employees.

Shangui also stressed that behind the low price reflects the United States in the home appliances category supply chain has advantages.

Interestingly, the "active charter" is also the Beijing-East adopted the strategy. August 2012, Beijing East on the initiative to everyone electric retail giant Su ning provoked price war. On the evening of August 14, 2012, Liu on its microblog that someone was cheating, began to pressure suppliers to stop the Beijing-east source, also wrote their "anger."

There's a trail to the rivalry.

Beijing East said, pay more attention to cost, efficiency, user experience

May 26, Gome Group senior vice President Li Juntao said: "(Jingdong) listed not listed we have to and Jingdong PK, we began last year, (in the future) at any time, on the major festival day to kill it." ”

Carding Gome group released to the outside of its business strategy, the 2013 has been stressed that the entity store is the focus of gome business, deep into the entity store has become the United States to convey the visual impression of the outside world. However, as the Gome group to achieve profitability, Gome's online core position began to focus on the Gome group, and to reshape.

Gome Online This rivalry Beijing east has traces to follow. To achieve 2013-year and 2014 the first quarter of the profit of Gome, the company's senior executives in public to disclose the importance of the business. May 22, Gome held a 2014-year quarterly earnings statement meeting, high frequency mentioned Jingdong.

President Wang Junzhou said Gome will achieve "three-day, precision distribution, delivery synchronization" in service, which is expected to cover 200 cities in a few years. "Beijing East said it can achieve 35 cities on the day of arrival, Gome can now in 178 cities to buy the day up, because gome in the country 428 cities have logistics warehousing capacity, 1588 stores network distribution point, this is Gome's competitive advantage." Vice President Li Juntao also said Gome online has been completed from the IT, logistics, Web pages, supply chain of multiple optimization, "has the ability to rapidly develop." ”

According to China's E-commerce research Center monitoring data showed that as of December 2013, China's online retail market transaction size of 1.8851 trillion yuan, compared to 2012 1.3205 trillion yuan year-on-year growth of 42.8%, is expected to reach 2.7861 trillion in 2014. In such a market situation, was once considered and Suningyun business gradually away from the Gome, high-profile clarification "never give up the electricity quotient."

May 14, Gome Online announced the completion of the home page revision, the current domestic mainstream manufacturers of mobile web site floor layout, from the first screen below the new personalized recommendations, big specials, the most gome and other sectors. On the first day of the revision, the website sales growth of 30%, the user access traffic increased by 25%. Gome Online home appliances as its biggest advantage, said it would be 80%-90% or more items to achieve the lowest price. The first half of 2014 will focus on the promotion of the category, and this year's five major strategies: User experience, supply chain, logistics and mobile internet and O2O. At the same time, will increase cooperation with ultra and other channels.

Guixian stressed that this promotional feature is "a large number of benchmarking products", the vast majority of products are "low price", and to maintain a lower than the benchmark price, a day will be introduced dozens of below the industry floor prices of breaking products. He believes that low prices reflect the United States abroad in the home appliances category supply chain has advantages.

Facing Gome online "superscript" Jing Dong, May 28, Jing Dong Group marketing Department insiders on the 21st century Economic report, said, "the competition between the electric business is not important to Jingdong, our concern is to bring value to the user, can bring value-added to the industry, this is the most important." Jingdong pays more attention to cost, efficiency and user experience. The future of the electric business will be more and more concentrated, which is in line with the development of the Internet, the future ranking of the top two will account for 80% of the share. Regarding the electric quotient pattern, we think the professional person does the professional matter. such as logistics. ”

March 2014, Jingdong announced the retail industry O2O (from line to line) strategy, with tens of thousands of convenience stores, consumers online shopping is expected to achieve "1 hours tatsu", or even "15 minutes tatsu." Suningyun also operates the "Logistics Cloud" project, which is expected to be completed by 2015 to achieve the national layout of 60 logistics bases and 12 automated warehouses.

Logistics has always been a battleground for military strategists. In this respect, Shangui first to the 21st century Economic report reporter said, logistics is the point and line of logistics network, point is distributed in various places in the country warehouse, line is distribution, whether it is home or allocation, Gome's point, in the country 400 cities have warehousing center. With high-density warehousing centers, Gome is not worried about the speed of picking up from warehouses into the hands of consumers.

Other electric dealers do not play?

"Before 6 18 shop, there will be a lot of business into the inside, but this year is mainly Gome and Jingdong, other electric operators to avoid not follow." ”

Gome Online This high-profile alignment, after six months to a year of the preparatory period, the focus is to comb the customer experience, and this part of the content and offline logistics, after-sales service combination, starting from 3 April this year full start, June determined to exert force. In Shangui's view, the outside world believes that the United States more attention to physical stores is a misunderstanding, gome online in the role of the overall strategy is beyond doubt.

Guixian that the price war is different from the usual, "before a gang of children to fight, but from the present, it seems that the Gome online and the Beijing-East between the competition is intensifying, there may be some changes in 10 days." Previously, he used "The feudal chaos, the pattern is not mature" to describe the current Chinese market electric business battle.

May 28, China E-commerce Research Center analyst Mo Dai Green to the 21st century Economic report reporter said, now the price competition between the electricity dealers not as often as before, will be relatively sensible. "Beijing East just after the IPO promotion, and catch up with its anniversary, the promotion of the BoE into the form of micro-letter ... Before 6 18 shop, there will be a lot of business into the inside, but this year is mainly Gome and Jingdong, other electric operators to avoid not follow. ”

Mo Dai Green believes that the majority of the current competition for their own good business, such as Jingdong, its business sector is very detailed, mainly electrical, logistics, finance and so on. There are duopoly phenomenon, such as Jingdong, Tian-cat, although gome online can not be compared with the current, but Gome online in the electricity market share "sometimes to the top ten", so the current has turned the attention of the electricity business Gome online hope to improve its rankings.

The

2014-year quarterly show that Gome's online transactions grew 40% per cent from last year, "I think the growth rate is lower because the first two months are still doing the groundwork, and the overall size of the deal in the second quarter is expected to grow much larger, well above the first quarter, certainly not just over 60% or 70%. Shangui said that Gome's online goal was to "step into the ranks of the top class Web sites". Referring to the future of electric business, he said, "there will be a comprehensive shopping platform, the number of few, on several; the second category is the vertical professional Web site, the current development is far from forming, the future will be more, more subdivision. The