How much money can be "burnt"?

Yesterday, known as "The history of the most brutal electric dealer price war" officially launched, however, in this high temperature under the "most brutal price war", all kinds of questions are also flooded in the hearts of everyone: Why the Beijing East provoked the industry price war, Su Ning, gome How to fight back? How much can consumers benefit from this war? As the industry upstream of the appliance manufacturers how to view the East, Suning, Gome Industry "Three Kingdoms kill", they will and who "alliances"? ...... These questions need to be answered.

1 Ask the opponent

How much money can be "burnt"?

The "Jingdong" battle is inevitable, just a matter of time

For the Beijing-east, which provoked the price war, the public was filled with questions: Why would jingdong spend 3 years earning a yell? Why Jing Dong suddenly aimed at Su Ning and gome? How much money can "burn" in Jingdong? With these questions, this reporter yesterday to Beijing east, to Liu to find the answer.

Why did you suddenly hit the price war?

Liu: This battle will be fought sooner or later.

Why do you suddenly have to fight this price war? "The root cause is still because of the increasing strength of Beijing East, it in the prevention of Suning easy to buy development and growth, but also hope to be able to take this to the offline store to challenge, for the right to speak." One industry insider said. Liu did not deny that. In an interview with reporters, he said that at present, Jingdong Mall to maintain the growth rate of 150% per annum, believe that within three years between the east and Suning, the size gap between the United States will become very small, in such circumstances, such a fierce battle inevitable, but only a matter of time.

Why aim for big appliances?

Liu: Fight for the strongest place

Why is Jingdong targeting big appliances this time? A lot of people are puzzled about this question, many people analysis that this may be a tactic of jingdong. A person in the industry said that after the Beijing-east with when the book price war, is to see the book is the most important and the most advantage of the field, and the Jing Dong with suning rush everyone electricity, perhaps also because everyone electricity is suning the most advantageous field.

In this respect, Liu did not deny, he said that the price war tactics is a careful analysis of suning after the results, "not children play." In addition, he believes that the current large home appliances profit margin is very large, "Gome Suning line store Big home appliances profit margins can reach 25%, such a dozen, each product price range can reach hundreds of yuan, there is a lot of room for decline, which can better arouse the attention of consumers." "And for the final outcome of the price war, Liu said that" a day of war can not be divided, three years after the outcome of the score! ”

"Suning easy to buy" price competition is the eternal theme

As the other two sides of the price war Su Ning, Gome also did not "idle."

Yesterday 9 o'clock in the morning, Suning easy to buy 0 yuan book for the Fuse, announced the official war with Beijing east. Inventory first-day Battle of the harvest, Suning easy to buy the newspaper said, as of yesterday 18 o'clock, suning easy to buy site visitors to increase nearly 10 times times the same period last year, PV number increased 12 times times, and the overall sales scale also grew 10 times times year-on-year.

And for yesterday's online rumors, Suning easy to buy in this round of the World War promotion no longer deal with price war, "Suning is not afford?" "Su Ning Yi Purchasing Vice President Li Bin in response to this, never had a similar expression, price competition is the eternal theme of market competition, suning easy to purchase always adhere to the principle of small profits but quick turnover and the established marketing rhythm, to provide consumers with the best cost-effective products and services."

Li Bin said that Suning easy to buy the event is a whole category of goods, the entire line to maintain the price advantage, but not limited to this time by the external attention of the big appliances.

"Gome" national entity stores will be on line with the same price

As another giant in the traditional chain of electrical appliances, Gome yesterday launched a "blockbuster" against Beijing and east, announcing that from August 17 onwards, more than 1700 stores in the country will maintain the same price, full range, all-round to the Beijing-east to launch a "battle."

"We will be in the country more than 1700 entity stores to provide online parity tools, will never deceive consumers." Yesterday, Gome has thrown out this comment. The day before yesterday, Gome Vice President Yang was the first time tough statement that Gome does not evade any form of price war. Voice did not fall, yesterday, the United States and announced the "line online with the price" move, but also showed its price and shuffle the industry's determination.

"Hand-held home appliances," the source of control, nature has the strength to fight price war. According to the Gome, Gome has nearly hundreds of billions of dollars a year of huge orders and best-selling model underwriting custom agreement, so that the Gome online mall with exclusive, Low-cost, sustainable volume sales capacity, to ensure that the whole network lower prices at the same time, can effectively digest the cost of low-cost pressure.

Newspaper reporter Xu Hao Wang Li Shuhong Zhou

2 Ask Price

Do consumers benefit?

On the surface, in this game is dubbed the Chinese electric business giant "The most brutal also most joyful" price war, the consumer is supposed to be truly gains "the fisherman", but actually, the consumer actually has from this electricity merchant three countries to kill the big profit?

As early as 14th, the electric business giants of micro-Bo bicker began, the concern about the price war Mr. Hu, yesterday in front of the computer, until the 9 point snapped up the price of goods. "I want to buy an air conditioner, saw a lap down, I found that several electric dealers introduced to the price range is really tempting, but the point went into a closer look, just found that a lot of no goods." "Mr. Hu said. "I was in the electric business announced that the 9 point of war, immediately point to open the Web page to see, I watched the ready to pay, also about 9:30, there is no goods." "Not only Chengdu, but other places are out of stock," Mr. Hu said. "In the purchase consultation, the Netizen from many places said the goods are not goods." ”

"I was going to buy cheap washing machines at the price of this business, but I found that the washing machine I saw didn't find the same money on other electric sites," Ms. Wen said. Shang said, the electricity business is to "compare" the beginning of the price war, "the same goods are not, how?" And the reporter also conducted a search, found in Jingdong mall known as "hot seconds Kill" Sanyo xqb50-m805z model of washing machine, in Suning, Gome Online Mall can not find the same type of products.

At the same time, a netizen found that 14th around 23:50, Jingdong a Sony klv-42ex410 TV set the price soared to 4499 yuan. "The original under the single legislature minus 502 yuan to enjoy the energy-saving subsidy of 350 yuan, that is equivalent to 3549 yuan of the transaction price." "The Netizen said, in the morning yesterday, the Jing Dong Network, found that the TV sales promotion price of 3898 yuan, to participate in energy-saving subsidies reduced by 350 yuan, and the price before the sale difference is not big. Newspaper reporter Guo Wei

3 Question Data

What's the cheapest?

Jing Dong and suning Mutual pinch, ushered in a large number of "onlookers", have passed their own monitoring data, released the latest "victory."

Amoy: From the start of yesterday's price war, Alibaba Group's comparison search site a Amoy network announced to join the "spectator", at any time to release the latest information on the price reduction. As of yesterday 5 o'clock in the afternoon, a Amoy network published price monitoring data show that suning than Jingdong high prices of large household electrical appliances have 297, accounting for more than 25%, Jingdong prices than suning high goods 475, accounted for 41%; the remaining 33% of the goods are the same price, the price of the two, Suning is cheaper.

NetEase Youdao: And compared with a Amoy, NetEase Youdao shopping search channel yesterday also released the price war on both sides of the real-time situation, Youdao monitoring results show that the Beijing-east price of the total amount of 45%, suning more inexpensive accounted for the total of 32%, and both sides of the same price accounted for the total of 23%, the results show that jingdong cheaper. This result is completely contrary to the monitoring of a Amoy network.

Xun: And Tencent's E-commerce Web site Xun Network also joined the "spectator" team, but it released yesterday's monitoring results show that the price war is the cheapest is neither Jingdong nor Su Ning, but Xun himself. Xun said, in three have goods 385 "Everybody electricity", Xun the cheapest accounted for 98 pieces, suning the cheapest accounted for 65 pieces, jingdong the cheapest accounted for 46 pieces. Newspaper reporter Wang

4 Ask the home appliance manufacturer

How to be a Jing dong or su ning?

This price war, no matter how the businessman dozen, the final is inseparable from the supply of home appliances manufacturers support. Because the price war involved are the strength of the business, many manufacturers have positioned themselves in the "very sensitive" seat.

Changhong: Price war can balance market supply and demand contradiction

Changhong spokesman Radian yesterday to reporters that the price war is to balance the market supply and demand contradictions in the lever, is to eliminate market oligopoly to build the market behavior of monopoly, no matter what kind of business model, the price war between dealers should not sacrifice consumer interests and damage the interests of product suppliers, The good market competition order construction must prevent the unfair market competition, the Chinese electronic Commerce New Market order construction is just beginning, the relevant government market management Department should do the proper regulation and the guidance.

Beautiful: More is a kind of hype

"I think the Beijing-East and Suning, Gome's price war is more a kind of hype." "Midea Refrigeration Appliances Group spokesman Wang Jinliang said. Network has a manufacturer temporarily terminated the cooperation with Jingdong Mall, to this Wang Jinliang said that the United States, regardless of the electric or traditional stores have cooperation rules, the United States will not rashly to destroy this relationship. "But the irrational vicious competition of too low prices, as manufacturers we will not support, will resolutely resist." "Wang Jinliang said.

Skyworth: "Pinch" is not sensible enough

Skyworth Group marketing vice-president, Sichuan Branch general manager Chako also said that Jingdong and Su Ning's "pinch frame" is not rational behavior. In his view, the price war is the electricity business under the growth pressure to make the marketing strategy, but as a supplier, manufacturers naturally hope that the channel can stabilize prices, maintain the brand image of manufacturers and reasonable profits, vicious price war is not conducive to industry development.

Konka: This is the inevitable event in the competition

"This is the inevitable event in the competition process of the two kinds of electrical appliances sales model." Konka Chengdu Company General manager Li Quanfei in an interview, said that the electrical business and traditional channels is not contradictory, the future will coexist. He also stressed that in order to facilitate the maintenance of the overall price system, the electric brand for the online market and home appliances entity stores to provide different products. Most of the special products in the online shopping platform are low-end products, and this is difficult for some professional consumers to identify. Newspaper reporter Xu Hao Li Shuhong Zhou

5 Question Influence

Full fire, implicating?

"Share price" suning plate reversal Seal Trading

Yesterday, Beijing-east, Suning, Gome three big Giants launched a "price war", and the war is also permeated into a shares. Suning Appliance (002024, shares are low open high, the morning to maintain more than 3% of the decline in the lower shocks, by the good news to stimulate the afternoon suddenly pulled up, the tail plate impact of 6.47 yuan trading board finally success, release 2.7674 million hands a huge, firmly occupy the first throne of the volume of the cities, the amplitude reached 16%, Change hands 5.09%.

Suning, Jingdong price war yesterday staged, as a fund heavy warehouse stocks, Suning appliance stock price every move affects the fund sensitive nerves. Yesterday morning, suning appliance low Drive low go, the lowest share price to 5.57 yuan, as of midday close, its closed at 5.68 yuan, a decrease of more than 3%. However, when the lunch is closed, Suning appliance issued a notice, the company received the second largest shareholder Suning Appliance Group Co., Ltd. 's notice, based on the company's strong confidence in the development prospects, Suning Appliance Group plans in the next 3 months, the company's stock to increase holdings, not more than 20 million shares, increase the total amount of not more than 1 billion yuan. Affected by this effect, suning appliance stock prices in the afternoon opened a straight line, half an hour then rushed to the trading board, and then launched a high shock. During this period, the volume of the shares abruptly enlarged, eventually more than 1.7 billion yuan, a new high since the IPO. and Suning Appliance's share price in the tail plate successfully sealed, closed at 6.47 Yuan, the end of the "price war" of the first day.

Newspaper reporter Chai Yunzhou

"Offline" is very quiet under the line.

Although the major electric dealers staged a fierce low price war, yesterday, the reporter visited Chengdu Suning, Gome and other traditional home appliances stores see the whole market is relatively calm, many home appliances brands and stores joint promotional activities are in order.

Yesterday afternoon, the reporter in Suning appliance Spring City to see, despite the hot weather, heat wave, the store floors are shaking consumers figure, air-conditioning, 3C category area relatively popular. In the color television area, the TCL counter will soon launch the night purchase special event to attract many people to come to the consultation; Kitchen electric area, a brand of the United Suning group buying activities are in progress, and in the first floor of the store, including mobile phones, digital, computer and other 3 C product group purchase activity played a "more than online shopping lower price" slogan.

At the same time, borrow August 18 suning easy to buy on the three anniversary of the day, Suning appliances from yesterday began to online under the synchronization of promotional activities. Newspaper reporter Li Shuhong

Reporter's Point of view

Offline vs Online This electric war is not easy

One side on Weibo on the side of a rude, secretly Sheng, on the battlefield of the protagonist by the electric quotient added to the traditional home appliances stores, even particularly want to stay out of the home appliances manufacturers are also not spared to be involved in ... What kind of war is this? What is the purpose of the initiate?

One said that the BoE in order to occupy a larger market share, to squeeze the Su Ning, to trample Gome; A said suning raised funds gambling business, caused by Beijing-east dissatisfaction, and launched a malicious challenge. In fact, this is not only the Beijing-East and Suning easy to buy between the electric business war, but a dealer and traditional household appliances retail model for market share of the real contest, this is a fatalistic inevitable battle, sooner or later. It is also because of this, the United States has not yet been burned by the war to take the initiative to challenge, and to use the national physical stores with the competition. Home appliances manufacturers lose no chance to stand out, those famous, no name of the electric business also to join in the fun, let originally stationed "industry spy" incident evolved into a large home appliances price melee.

Discerning eye is not difficult to see, the intentions of Jingdong is to seize more market share, to win the control of the supplier. Just, in the tricks, the Beijing-east constantly against the gun, Su Ning's see Recruit, Gome's initiative to follow up, the consumer confused a little dazzled. Attention found that the first day of the war, the two giants did not resort to the legendary "killer", both sides are still in each other's bottom.

In fact, these "fighters" in the heart of the mirror-like, traditional home appliances stores and electric dealers have advantages in the market, everyone electric brand on the online market and home appliances entity store products are also different, the electrical business and traditional channels is not contradictory, the future will coexist.

In this "war", at least two groups of people need to reflect on. First of all, the mainstream sales channels of Suning, Gome is indeed a high cost channel, the integration of resources, improve the quality and profitability of a single shop is the way to win, as the rest of the other home appliances retailers said: "Rather than in the micro-bo on the water, it is better to transfer the vigorous energy to enhance the consumer's shopping experience and improve the service above, So that consumers can really buy affordable home appliances. Second, consumers do not blindly focus on "low prices", if manufacturers also blindly cater to low prices and do not take the initiative to develop more high-quality new products, the retailer only to maintain the lowest price, enjoy less than the quality of goods and services, the real loss is the consumer.

Authoritative Statement

Price wars are good for consumers

Reporter learned that the Beijing-east, Suning, Gome and other electricity between the price war, the state-related regulatory authorities said yesterday: Vicious competition to meet 2 conditions, one is a monopoly dominant position, Jingdong and suning no matter how the competition, are not up to monopoly dominant position, and the second is low-cost dumping. According to the Supervision department observation, Jing Dong and Suning's shop cost is much lower than the real store, still profitable, is not low-cost dumping. Regulators say they are also looking at the price war, but they are not going to do anything about it, and they think the price war is good for the people. Newspaper reporter Xu Hao