Price war, reproduce the surging of the electric business

According to the Chinese voice of "news in the vertical and horizontal" report, the recent likes of online shoppers will find that the days of cats, Jingdong, suning and began to reduce prices, which is undoubtedly good news for consumers.

From the recent suning easy to buy the price war began, Amazon China, the cat, Jingdong Mall, Tencent Electric Business, Dangdang, Bowser nets, easy network and new eggs, such as nine flat Taiwanese have joined the melee staged melee. Jingdong Mall's eight anniversary celebration of the day, the pair reached the peak. So who will be the last to laugh in this battle? Will consumers not willingly pay their own pockets?

Yesterday morning, opened the Big electric Dealer's page, the red one greeted, from the voucher to full send, the various promotion way lets the person dazzle. Alibaba under the launch of the "no threshold delivery value of 40 million yuan cash red" "618 Carnival", Suning easy to buy the main "E18" promotions and "super 0 yuan purchase" of the snapping activity, the protagonist Jingdong is pushing the so-called 1 billion to send 618 million tickets to the history of the strongest store celebration activities, the decisive battle of the fierce visible.

According to E-commerce analyst Li Chengdong introduced yesterday, in addition to Su Ning easy to purchase a technical problem, the overall sales situation exceeded expectations.

Li Chengdong: According to the experience of previous years, Jingdong 618 stores probably more than 1 million, this year in fact far more than, about 1.5 million. The effect of the cat is also better, in the Internet, the effect of media transmission is also very good. The main problem lies in Suning easy to purchase the technology out of the problem, the Web page open very slowly, many pages can not be displayed, resulting in poor user experience.

In fact, the good sales of the east and the days of the cat is not all the wind, jingdong to enhance the need for Maori, low-cost advantage slashed, many users on the micro-blog sigh "No more than last year." And the cat hit the red envelope activities due to attract a large number of users and walking on thin ice, is not at all get big red envelopes users accused of "unfair."

More importantly, careful consumers in the price war also found some fishy, some businesses in the promotional activities before the price of the commodity, so that the so-called sales discount. Li Chengdong said that such behavior often stems from the third party settled in the business, the electric business should be regulated.

Li Chengdong: I think this kind of behavior is decided by a third party, such as the day when the cat does a lot of promotions are sellers in the price because the cat itself does not price, Jingdong is also the same now have a good thousands of third party settled in the seller, so will lead to price problems. I feel that as a self-employed person, there is no need to do such a thing, nor should it be done.

In this war, Jingdong is the subject of the topic, although the Beijing-East has been vague, but the imminent listing should not groundless, so the analysis is widely believed that Beijing East June must have a good book figure to strive for higher valuations.

For yesterday's competition, Beijing East official release of the manuscript will be described as "the Quartet to celebrate the Beijing Jingdong Mall into China Online shopping festival." However, in many people's view, the focus of the power of each electric dealer is obviously not so good, but more is a joint sniper before the Beijing-east listing.

In addition, on the eve of the Beijing-East store Celebration Day, a "Beijing-east large number of user information leaked hundreds of of people information online naked" news again to the electric business user information security hidden trouble in the face.

All of these wrestling and mystery reflects the current competition in the electric business industry complex.

Research institutions statistics show that the 2011 Chinese consumers shopping market share rankings, cat accounted for 53.3%, Jingdong 17.2%, Suning easy to buy 3.3%, the first three. And this round of price war, pillars's infighting has been the biggest topic.

Some people say that the ongoing price war is "the first half of the electricity industry summary campaign", after this round of price war, the electricity quotient pattern may reshuffle, several big industry oligarchs decide the market era will come. So what will be the future of the electric business, the extensive price war after the real competition will be launched?

Zhao, deputy director of the Ministry of Commerce's Department of Consumer Economics, sees that even if the industry order is rebuilt through a price war, it does not mean that several big giants have found a mature business model.

Zhao: The business model of the electric business relies more on advertising revenue, by clicking. Therefore, the electricity dealers to reduce prices more still want to attract more eyeballs, in this stage of development through a variety of loss to make a yell to find a suitable e-commerce in China's development of a new profit model.

In fact, the electric business enterprises are more aware of this. When Guo He, PR director, said in an interview that from the performance of capital entry, the electric business sector has been from the last year 6, 7 billion dollars of capital summer, there has been a sharp change, so the current price war play is not sustainable.

Guo He: Because the electricity merchant belongs to the retail trade, the gross profit also is three to five points, therefore the retail trade's play is pursues the scale efficiency, the operation efficiency, the low cost operation. But now the electric business can say on the price war, for example, I ten dollars into the ten dollars I sell out, I pay the cost of operation, compensation freight, everyone in the loss. The way to get a quick buck by burning money for sales is very simple and brutal and should be history.

Li Bin, an executive vice president of Suning, said in an interview that the price war is only a means, not the core of competitiveness.

Li Bin: Of course, the price is one of the most important factors for consumers, we must first of all to ensure that the price has sufficient advantages, but at the same time to ensure that services, authentic, so that consumers choose more cost-effective products and other aspects to do.

In the two-month-long price war, today's consumers face the overwhelming "compulsive" promotional advertising information has become numb and even disgusted, in the marketing object of the electric business, the final transformation into a real, sustainable consumer is not much. Therefore, as the Deputy Secretary-General of China Electronic Commerce Association Lee Yu said, the current price war can undoubtedly help consumers to buy cheaper goods, but in the long run, the electrical appliance manufacturers can fully improve their market mechanism is the key to success.

Ang Yu: More or market construction, consumers feel more reliable, compensation mechanism, payment, the scale of early formation, customs, logistics services. Then is the credit management, that is, let the people on the site can be divided on what is good manufacturers, which are not particularly good manufacturers.