June Electric War into PR way Capital can't afford to "toss"

In the June, the performance of different electric business enterprises is not the same, but it is its market position and the company's strategy this year to match.

Originally is Jingdong's shop celebrates the day, but all electric dealer does not want to become a Beijing East exclusive holiday. Around the "6 18", the electric dealers have launched the whole June quarter of the big promotion activities.

"Don't play" "Don't Blow" "Don't Panic" "Don't Believe" "Don't pretend" "Don't Make Noise" ... Several mainstream electric companies have played such slogans, apparently with throughout the year 2012, the price of the electricity quotient is different, more like a group of Electric Business Enterprise Festival, a large-scale promotional activities for the festival, rather than the death of the PK.

This year, the pattern of electric business is basically determined, in the June, the performance of different electric business enterprises is not the same, but it is its market position and this year's company strategy to match.

From the beginning. Electric Business Enterprise Passion Promotion

As the protagonist of "6 18", Jing Dong to "Do not make" issued the first gun, and so the subject of ridicule, it seems to be the business of June this year set the tone-a pro, everyone together to Carnival! Immediately after the electric dealers have responded, Su Ning (Don't Panic), Gome (Micro bo) (do not install), cat (don't pull), Xun net (don't blow), Jing Dong (Don't Make), when (all don't noisy), 1th store (don't believe), Amazon (parity), not lively, but see live ammunition.

"2012 was the most powerful year for the electric business, and everyone was losing blood and it was very bad," he said. "When senior director Guo He is deeply aware of this. He told the China Business newspaper reporter, in the circle has already clearly felt the capital environment is changing, the capital is no longer blind, the electric business enterprise regardless of financing or listing all become more difficult. In the past, as long as the sales curve to do beautiful, high growth rate, you can get investment, now this logic has not worked, which forced the return of enterprises. "The ultimate goal of business is profit. Now whether you want to finance or want to go public, we are under great pressure. ”

Guo He told reporters that 2012 all the electric business enterprises have been in the dark rivalry. As long as one company launches a promotional campaign, another company will be working overtime overnight to launch a more aggressive promotion. "Most of the time there is no smoke in the battlefield, not the media to see the few times." The families are very close to their eyes. "Guo He feel that 2013 years of war is completely different," the family found that the game can not go on. There are also eye-protection, but not dead. ”

Li Chengdong, a senior electric trader, used capital warfare to explain why the 2012 electric war was so brutal. June 18, 2012 is the Beijing-East's shop celebrates the day, also spreads the Beijing East plan to go on the market the news. Su Ning in 2012 the upper ambition is very big, regardless of cost, regardless of the price Rob share, at the same time also is to the Beijing east listed powerful sniper. Under the leadership of Su Ning, all electric dealer discredit, the fierce price war disrupted the layout of Beijing east.

Since then, why will come out a baffling "8 15", "8 15" is not any holiday. August 13, 2012 night, Suning Appliance issued a notice to the public to issue a scale of not more than RMB 8 billion of corporate bonds. Immediately following August 14, Liu (Weibo) said in a microblog: "The rumor that Jingdong did not have money to sell to Pross I did not anger, the store Qing to smash the field without anger, gun wen to Black Jing East not anger, obstruct suppliers and Beijing east cooperation not anger; But using individual local government relations to get us through, I'm furious! I'll blow your maliciousness with the penis! "Then launched the" 8 15 "price war, successfully sniper the issue of Suning.

If the 2012 price war throughout the year is ranked war, and "6 18" and "8 15" is two times capital Zujizhan. "Those two times were capital wars, and the war companies would not consider losses without loss," he said. "Li Chengdong said.

Remember the 2010, when the IPO, the Beijing-East launched a book war, on the one hand, in order to successfully cut into the book market, the more important factor is also the capital war. When the market is profitable, earnings show that its 2010 profit of 14.9 million yuan. However, with the price war launched by Beijing East, the losses amounted to 284.3 million yuan in 2011 after being forced to fight. And after a 2012-year price war, when the net loss increases to 443.9 million yuan.

Look at this year's price war, the pattern is basically determined, there is hardly a life-and-death competition, several big electric business enterprises have become sensible, very clear at this stage who also has no ability to put out who, really hit the equivalent of self-inflicted, Hammer is the best marketing way, and together the online market bigger, eating the traditional retail industry. "And without any capital factor this year, the price war has become a PR way." "Li Chengdong said.

Capital is no longer blindly supported, and electric business companies no longer have the capital to continue to bleed. This year, the overall market optimism, the replacement of the retail in the acceleration, the electric business enterprises can temporarily focus on the traditional retail industry.

Beijing east to occasion separated chanting words to the sky cat

Understanding the background of this year's electric business war, we can better understand the performance of all electric business enterprises in this war.

June 4 night, without the certification of "Jingdong-Lao Liu" micro Bo issued a micro-blog, said "Let the world does not have to do business, into the world people difficult to do business, this is a tai chi culture or a thick black culture!" "The spear is directed at Alibaba and Ma Yun (Weibo).

This sentence then caused a little waves on the internet, and eventually because of Alibaba department, Ma Yun did not do any response action, and slowly subsided. If this Weibo is really Liu Vest, then Jing Dong this punch again hit cotton.

In fact, in 2013, after the start of the June electric Business War, Jingdong as the second largest platform, has been aiming at the first large platform Ali and the day cat.

"6 18" originally is Jingdong's shop celebrates, but after several years of fermentation, has become the electricity merchant's collective festival. However, Jingdong is still the protagonist of "6 18". As the boss of the Lord, the cat does not want to become the supporting role of the east, to the Beijing East foil atmosphere. By the time the press deadline, the cat has not declared a declaration of war. "The cat still does not have the positive participation, avoids to let jingdong occasion." Li Chengdong told reporters.

Jingdong apparently most hope La Tian cat into the bureau foil atmosphere. A few days ago, Jing Dong Vice President 蒉 Ying Chun wrote the article said, in the latest Jingdong store June Big promotion, Alibaba asked the merchant "two choose one", that is, the choice of Alibaba can not choose Jingdong Mall, and in the article asked: "Ali two choose one of the enslavement of the road, you go?" "The article ridicule also quite sensational, like is the younger brother of the gas must come out to give a saying." In this respect, the Ali department and the cat also did not do any response.

At the beginning of 2013, at the annual meeting of Liu, the company announced that the strategy of the Beijing-East was "self-cultivation", and pointed out the three major development directions of Jingdong Mall's second Decade: self-electric business, open service and data finance. At the beginning of the year, Liu also publicly said that in the fourth quarter of this season to achieve a real sense of profit.

Founded in 2004, Jingdong overtaking, grappling, first in the IT product field over the new egg net, and then in the integrated electric business industry more than when, Amazon, now the only giant is Taobao + day cat. Ten years of rapid development of the jingdong, this year must be properly adjusted, as Liu said: "At such a high speed of development, there will inevitably be some systemic problems, process problems, root problems, our ' repair ' is to through the year's efforts, the past ten years accumulated problems from the system, process, The root causes are thoroughly resolved, laying a solid foundation for the growth of the second Decade. ”

Strategic priority all electric dealers have their own ideas

In fact, careful people will find that the electric business enterprise almost did not call this the "price war", but called "June big Promotion". And, the promotion of each family has its own rhythm and way, not deliberately with others than low price, dead knock. In June this year, the electric business war, the taste of the fight is not strong, the enterprises are based on their annual strategy to develop promotional plans, the electric business war obviously began to be attributed to rationality.

In the current pattern, suning most want pk or Jing Dong. But this year's sale of the gun target is his own, as Suningyun, chairman of the Jindong Group Co., said, "The power of the war should return to value." At present, it seems that our biggest rival is Su Ning's own. Su Ning's transformation to the electric dealer is positive, active and the result is remarkable. But the traditional retail enterprise transformation to the electric trader, the most sad one, is oneself adjusts, namely the line, the line co-ordination.

Su Ning's strategy is not to compare with others, but from June 8 onwards, all Suning stores nationwide, Tesco store sales of all the goods will be with suning easy to purchase the same price, to break the physical retail in the transformation and development of the channel with its own electric business channels of mutual. Suningyun vice Chairman Weimin called "Suning O2O mode of full operation." ”

As an example, when the 2012 followed the price war heavy losses, the annual cumulative loss of about 400 million yuan, and was criticized by the outside world "strategic conservative", gradually marginalized. In the face of performance pressures and the pressure of Jingdong, when the 2013 to make strategic adjustments, and summed up as: Focus, initiative, open platform. When the advantage of the business is books, in the first half of 2013 has initiated two full 50 percent of large-scale promotional. "Active attack, not all the war, focus on the strength of the main line of business." "When insiders tell reporters.

When the June this year also completely according to their own pace in the promotion, rather than die with the price of the match. Amazon, for example, made 3-day book 49 percent caps in early June, while still doing 50 percent of the activity at its own pace. "We're not going to hit 48 percent because someone else is doing 49 percent." We don't think 50 percent is much different from 49 percent, which is enough to attract consumers. More importantly, we have advantages in the category of books, a better shopping experience. said the person.

Gome because of the strategic not firm, in the 2012 qualifying game did not get a good position, but after all, there are "dad" can spell, so will be the future of the electricity quotient pattern may exist a variable. Gome announced its own promotional strategy, issued a partnership with the cat, the industry interpreted as a encirclement strategy. Industry insiders told reporters: "Jing Dong over the past few years everywhere enemies." Now as the second largest platform, Jingdong had the opportunity to challenge the eldest, but many little brother siege, hold. See the Cat and Gome Alliance, Jingdong should also change the strategy, active alliance. He thinks that the target of Beijing-East Alliance should be when, because in the mainstream electric business, only Jingdong and when two families are no "dad" can spell.

The so-called price war has become a collective promotion of electric dealers, the past to catch the fight may gradually evolve into a joint confrontation. The 2013 electric Business war has changed a lot than last year, the electrical business of their own internal strength and the benefits of early investment will slowly appear, the consumer of the retail industry will accelerate the erosion. Performance arrogance, inner rationality or will be the main theme of the competition. From the simple brutal growth of the dealers to the low-cost operation of the pursuit of economies of scale transition.