Suning two-line and the same price resistance strategy landing still need to attack

Payment, small loan to the bank, Suning in the financial business breakthrough to help its share price rising, but its electrical sales of "online with the same price" strategy is difficult to advance.

There are insiders on the "first financial daily" that because there are suppliers, friends, the internal triple Resistance, two-line price may be just Su Ning's "short-term behavior." Chinese consumers "online cheap" concept, but also forced manufacturers to produce online for the model, become a double line of the same price barrier.

Suning is pushing a change, the physical store into an internet store, so as to achieve online and offline complete integration. While the two-line price is the basic premise of the integration of line, is suning to the "O2O" mode of the key. But it is not easy to get the golden key.

Resistance: Supplier is the key

"Manufacturers have not been consistent understanding, almost all manufacturers on line and offline products for the partition, pricing is not the same, afraid of online impact line." "The head of a small household electrical appliance Enterprise is the evaluation line price strategy.

Home Appliance Network editor Li Yu said, the implementation of double line after the same price, suning easy to buy online price drop, but at present suning entity shop and online overlapping products about only 20%~30%. Li Yu Analysis, said that after the two-line price, suning entity store price on the marked easy to buy online prices, the impact on the supplier larger, because the price will be lower, to be divided into return point will have a cyclical impact. At present, suning to achieve the same price of two lines, mainly manufacturers for products.

Because the line has shop rent, water and electricity costs, manufacturers generally provide a higher return on the shopping malls, the return point on the line is lower. Suning at the same price at the same time, the line of online goods under the unified procurement, has been opposed by some manufacturers.

A white electricity business owner complained that suning entity shop to more than 30 points of the rebate, the previous line as long as more than 10 points rebate, now online also requires more than 30 points rebate, enjoy the same as offline preferential policy and negotiation resources. "The electricity merchant is regarded as the ' blue Sea ' by the factory, takes the different operation way. For Su Ning's new request, the factory is difficult to accept. ”

Suning also forced suppliers to "purify" the electrical business environment. The white electricity enterprises in charge of the electricity business For example, a product, Suning line after the same price after 2180 Yuan, and Beijing east is 1980 Yuan, Suning asked manufacturers to fill this 200 yuan difference. "This makes it hard for manufacturers to raise prices in East Beijing. ”

Jingdong only online business, no physical stores, it and Su Ning's strategic appeal point is different. The white electricity enterprise's electric business person in charge thinks, suning besides line on-line same price, also proposed "the whole net compares price", if the Jing Dong intentionally in the on-line establishment lower prices, will drag suning to be more laborious.

The white power enterprises in charge of the electricity business also believes that suning line under the operation of the team there is still "hand to hand" phenomenon.

Ecology: The savage growth of electric dealers

Line below the same price is the trend, but in China is still "not standard" in the electric business environment, Suning line online prices are regarded as a "pioneer", but need to avoid the "pioneer" change "martyrs."

Last year, "8 15" after the World War, manufacturers of low prices under the impact of the price system is still lingering fear. Therefore, this year have to product model, design, price and even sub-brand, to the District Line two of the online market and major businesses.

"Staggered model, increased the difficulty of inventory management, reduce operational efficiency." "The head of the small household electrical appliances Enterprises said helplessly, the United States is online with the same price, it is estimated that China will be 1-2 years or even 2-3 years to achieve, now implemented a little earlier." "At present, China's online market is immature, some of the electric operators to adopt a radical way to obtain high-speed growth." Once the electricity business growth slows down and the line grows close to the line, that is the best time to line up the same price. ”

"Why the Internet must be cheap?" Why online shopping can not enjoy with the same line of after-sales service? "IBM Senior Electric Business analyst Wang Yu asked, foreign line on the same price, and some places even higher than online prices, because the online enjoy faster service." Amazon, for example, promised 3-7 days ' delivery, 1-2 days early, and a yearly fee to become a member of the Amazon, and get faster delivery services. China is free delivery, competition, "Three send a Day", "four a day to send."

Wang Yu that Taobao, Beijing east to consumers instilled in the "online cheap" concept, suning must carry out a new round of consumer education-"not cheap online, real shop experience better." The concept of consumption changed, manufacturers will give up the line under the offline approach.

It's like "chicken or Egg first" question. Manufacturers say that the market is not standardized, consumers have low demand, so the line below the need for a separate, and other market norms, the two-line prices naturally.

Countermeasures: To promote and

In this situation, Suning is trying to through a round of large-scale promotion, to integrate factory resources, consumer education, so that the same price strategy "landing." Recently, suning large-scale color TV promotional activities have been Skyworth, Hisense, Changhong, Konka, Haier, sharp, LG and other mainstream manufacturers support.

Suningyun Business Guangzhou District Management Center General Manager study told our correspondent, double line after the same price, suning entity store commodity price average pull low 5%~9%, drive entity store passenger traffic increase two or three times times. "The Pure electricity dealer does not have the price superiority, the entity shop experience, the service is better". In the first half of this year, Suning has a 11.03% per cent increase in revenues from its stores, and users have started to return.

Color TV may be a special case. After the end of this year's June energy-saving policy, the domestic color TV market has been negative for two consecutive months, manufacturers and businessmen want to break the deadlock, to price measures to boost the market. But manufacturers are not willing to disclose the specific ratio of the two-line price. Skyworth Guangdong Branch general manager Zhongzhi said, Skyworth Online has a special product, the ratio of dual-line products will be higher. Konka Guangzhou Branch general manager Cheng Zhi said, the color TV can not be separated from the offline experience, so the line under different prices will not be long, the same price is the only way out.

Suning insiders believe that other entities shop does not follow up there are three kinds of situations: one is that offline enterprises do not have online business, the impact on the online "selective neglect", the other is the lack of unified information system, the absence of the means to achieve a dual-line price; There is also a real-store margin has fallen, worried about the price of the line, die faster, " Better die than live.

"Su Ning's countermeasure is, to the first case, Suning will open the platform to other offline retailers, to the second case, to provide suning price management pricing system," electronic tag "is also open to cooperative enterprises, in the third case, the market means ' to play to promote and '. ”

He also revealed that at the end of this year, suning in the domestic core city stores will promote the "electronic price tag", line online can be real-time prices. In the future, Suning stores not only sell home appliances, 3C, but also become an easy to buy online merchandise display shop, experience shop, online under the integration of line.

Wang Yu that suning must be in half a year to achieve the same price, or will be peer attack. "Online integration, consumers can get a better experience." However, Suning's SKU has millions of, it is difficult to achieve the line online below the same price, 20% of the best-selling goods double line price, can be considered to achieve the goal. ”