The electric business market is tending to complete competition

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; The electricity market Lengnuanzizhi, just like besieged city, the people outside the town see is huge capital and public opinion darling, the person experience in the city is the transfusion subsidy and brutal competition. Yesterday, Beijing and East launched a new round of price war, Liu continuously issued three micro-blog, Liu said, "Today, I once again make a decision: Jing Dong Everybody electricity three years 0 gross margin!" If within three years, any of the sales personnel in the electricity plus even a dollar margin, will be immediately dismissed! From today onwards, all of Beijing East Electric guarantee than Gome, suning chain cheaper than at least 10%, the company soon announced the implementation Method! ”

In addition, Liu said, "Beijing East Everyone Electric exerting force second bomb: Before the end of August, Jingdong Mall Everyone electric distribution in the country 20 cities to achieve 211 limited to the service before 11 o'clock in the morning orders, the same day in the afternoon delivery; Jing Dong Everybody electric distribution also want 211!!! ”

At the same time, Liu also said, "From now on, Beijing East in the country to recruit 5,000 U.S. and Soviet price intelligence agents, 2 per store." Any customer to Gome, suning buy everyone electricity time, take out a mobile phone with Jingdong client parity, if less than 10%, price intelligence agent on-site verification is true, Jingdong immediately cut prices or on-site coupons, to ensure a cheap 10%! Retirees are welcome to register, a monthly salary of not less than 3000 yuan. Registration: zhanglingling@360buy.com. ”

Large-scale, multi-enterprise participation in the price war is a complete competitive market characteristics, in order to obtain a higher market share, many companies will reduce prices to increase sales, in the acquisition of higher market share, and then back to improve their bargaining power. But few companies will make it clear that they will be 10% lower than their rivals ' prices and get real-time price information through thousands of of people entering the collection. It is clear that the electricity market will be completely different if the move is to be implemented.

The position of the enterprise in the market is different, the purpose of launching the price war is not the same, if the occupying enterprise launches the big price war that is to strangle the new person. If the market newcomers launch a price war, it is likely to be a fight to eat away at the main competitor's market, to stabilize their position. Compared with Su Ning and Gome, Beijing-East is a unlisted enterprise, although the volume of Jingdong has been very large, sales have exceeded many listed enterprises, but the Beijing-East can not be financed through the market, the current electric business and lack of self-hematopoietic function, the volume of the swelling behind the wind is struggling to support, if not IPO or realize positive cash flow, Jingdong is always waiting for Nirvana at the edge of the cliff, and Suning, Gome to do is to try to push the Beijing east off the cliff. So the price war initiated by Jingdong is more like the initiative of new market newcomers to ensure their position.

Suning and Jingdong in the sales of the category is very similar to 3c/everyone is mainly to expand to the general merchandise category. The price war has a bigger impact on 3c/'s big home appliances market than department stores. Although consumers in the electric business platform lacks enough loyalty, in order to take advantage of a discount, consumers can change the shopping platform at any time, now lost consumers, may be the next promotion will be back again. But 3c/everyone electricity is not the same, 3c/everyone is relatively durable goods, there will be a two-year period of use, jingdong substantial price will promote the user's medium-term consumption ahead, may be the end of the year, early next year, consumer demand will be ahead. Suning if not follow up the price, this part of the lost market in the next some time difficult to return. If Jingdong really large-scale reduction, even if only the public opinion concessions, Su Ning has to follow up. But Su Ning once follow the price war, have to fall into 0 profit, even negative profit predicament, will have the painful period, hold the market at the same time hand in an ugly earnings. But if Su Ning can ignore short-term stock price, grind the price war to fight in the end is likely the future pricing right to hand, Su Ning also own leather own life.

Of course, the competition between Jingdong and Suning does not mean that it will be decided between the two, just as Apple and Google in the mobile phone market competition is the most hurt is Nokia. Hope sidelines 3c/Everyone will be more damage to the electric power, the complete competition market will eventually become an oligopoly market, the market only a very small number of large enterprises (often two), other enterprises can only find survival in the gap (Shenlu political/text).