The war, "roller coaster price" busy, net friends

Jing-dong and suning appliance war, from yesterday burned to today, from the line burned to the line, from Beijing East and Suning, burned to Dangdang, Gome Online Mall, Xun network. Jingdong Mall CEO shouted "to die," and suning easy to buy also not to be outdone, netizens are happy to see such a price war without the bottom line. Many consumers, and some even many times to withdraw orders, in order to get a lower price. and Jingdong and Suning easy to buy the price is also indeed constantly updated, some goods have repeatedly updated prices in the morning. Gome, when, Bowser and other sites have joined the melee, there are netizens laughing: "It seems that the war did not feel embarrassed to say that they are electrical business." ”

However, some experts believe that such a price war may not be conducive to the development of E-commerce, and do not expect that the war will be able to lay a new pattern, the price of electricity dealers may still be deadlocked for a while.

Modern Express journalist Zhang He Donglei

Spell Price

The war, "roller coaster price" busy, net friends

Yesterday 9 o'clock in the morning, the price war just opened, Suning easy to buy and Jingdong mall commodity prices began to constantly refresh. Netizens are busy with orders and are busy withdrawing orders.

Nanjing consumer, Miss Liu is buying home appliances for the new house, fancy a washing machine, but soon the price has changed, "originally priced is more than 2000 yuan, not long after the price of Jingdong is less than 2000 yuan, I just had to withdraw a single, and then simply do not have a single, because the price changes too fast, I don't know where the lowest price will be. ”

Work in the Xin Jie Kou less than yesterday want to take advantage of the price war to buy a TV, but three times orders, three withdrawals. He told reporters: "Each time the price will be a single worry about the changes, so do not rush to pay, a look really fell, Su Ning, Beijing East, Gome, when, a few families than over, so spent a lot of time." "Finally, because jingdong no goods, less than in suning easy to purchase the third time orders." He told the Reporter: "One o'clock in the afternoon orders, the price is 5499 yuan, to two points more than one as a 5419 yuan, and then worry about the price changes so the single, until the night before work to confirm to buy." ”

Netizens also served as "Price intelligence officer" role, a netizen found August 14 night, Jingdong Mall a sharp lcd-32lx330a 32-inch high-definition LCD TV price from 2699 yuan to 4099 yuan, but after 9 o'clock yesterday, the price of this commodity from 4099 to 2399, Then again fell to 2288 yuan, and then rose to 4099 yuan, like a roller coaster ride.

The price of the stalemate gradually weakened, out of stock more

Since 9 o'clock in the morning yesterday, the prices of each family are constantly updated. Regardless of the mouth of the hype, the final look at the price of data, who's high prices, who fell large, at a glance.

According to the way shopping assistant monitoring, as at 11 o'clock in the morning, the average price of goods in Beijing East is 3496 yuan, compared to 10 o'clock down 53 yuan, suning commodity average price of 3298 yuan, compared to the 10 o'clock drop of 22 yuan. Within 1 hours, Beijing-East price adjustment 19%, suning price adjustment 17%, the decline has been significantly less than 1 hours before. By 1 o'clock in the afternoon, the average price of goods in Jingdong was 3464 yuan, down 9 yuan compared with 12 o'clock, and the average price of Suning was 3235 yuan, which fell by 4 yuan compared with the previous hour. As of 11 o'clock in the morning, Jingdong's lowest price is only the third in the whole net, and there are nearly 30% of the lowest prices in Beijing and the East also show "no goods."

From a Amoy network price monitoring showed that as of 15th 5 o'clock in the afternoon, suning than jingdong high prices of large household appliances have 297, accounting for more than 25%, Jingdong prices than suning high goods 475, accounted for 41%; the remaining 34% of the goods are the same price. Amoy Net price display, yesterday, a total of 6 network to monitor the net shopping for large household electrical appliances more than 117,000 products. Just over 5,000 of the commodity prices have fallen, representing a total of only 4.2%.

The reporter through real-time view a Amoy network comparison ring list found that in the merchant advertised "lowest price" of the commodity data, more than half of the goods are in the state of no goods. In the air conditioning category ranking of the top two gree 72lw/(72568) FNCG-3.3 closet-type heating and cooling air conditioning and large gold fvxb360lc-w 2.5 closet-type heating air-conditioning for example, in addition to Xun, Bowser, Jingdong, Suning Three are all out of stock.

The outcome of the Beijing-east secrecy, Suning increased 10 times times

The electricity competition is so fierce that both sides are not anxious to announce their results. More than 7 o'clock last evening, suning appliances (002024, shares) published all day data, and Jingdong said: "Today will not be related to data." ”

Jingdong said that as of yesterday noon, Jingdong Mall big household appliances sales exceeded 200 million. Jingdong Mall CEO Liu said the price war is a normal business competition, determined by the market. At the same time, Liu said that next year, Beijing East home appliances sales target of 30 billion, 2014-year target of 50 billion.

However, Jingdong Mall yesterday all day sales figures are reluctant to disclose, Beijing East public Relations staff told reporters that the relevant data to be produced until the wee hours. Suning to yesterday evening 7 released the latest data, as of 18:00, Suning easy to buy site visitors increased by nearly 10 times times last year, PV growth of nearly 12 times times, and the overall sales scale has increased by more than 10 times times. Li Bin, Executive vice president of Suning Tesco, said the operating values were far more than the "6 18" record of Suning before the purchase.

Jing Dong before leading the net purchase price rallying

From a Amoy-net price monitoring shows that many businesses overnight quietly adjusted high commodity prices, the data show, Jingdong Mall 14th evening in the electrical category of nearly 50 goods quietly price increases, prices from 30% to 100%, ranked among the merchants "quietly rising prices" list top.

and a Amoy net July price index monitoring shows that July total net commodity prices rose 1.1%, the electricity business 4 consecutive months of price reduction has stopped. A Amoy network of monitoring data shows that June the total net average price index of 1.2%, continue to remain below the negative. However, compared to the June average price index of total net goods, it is not difficult to find that the net purchase price in July showed a clear rallying trend, the average price rose by 1.2% in June and the price index was flat in April this year. This also shows that many of the electricity dealer's price reduction is far less than the May or June. Amoy Net said, July 28 after the opening of the Olympic Games, many enterprises have a sharp adjustment in prices, price war, the highest price of Jingdong mall even suddenly Rose 18.5%.

Spit

Suning always adhere to small profits but quick turnover

Yesterday, more than two o'clock in the afternoon, there is news that Suning easy to buy executive Vice President Li Bin announced that Su Ning this discount season after the end, even if the Beijing-East continued to play price war, Suning Tesco will not continue to follow. But, soon, bin Li said he had never had a similar statement. Li Bin said: "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." ”

The manufacturer was shot in the face.

Price war, the most tangled, the most hurt is the home appliance brand suppliers.

TCL Group Assistant President, Brand Management Center General manager Liang said: "Dropped shells, spilled saliva, in fact, are home appliances manufacturers sweat." Cherish World Peace! ”

August 14, the media said that "the price is too low, Haier August to stop cooperation with Beijing and east." Yesterday, the reporter contacted the Haier Group News office, in its message to reporters clearly said: "Haier officials have never said that the cessation and Beijing-east cooperation." However, Haier has not responded positively to the question posed by the reporter about how Haier views the "electricity merchant price war".

As a spit battlefield Sina Weibo, Shenzhen Konka vice President Mu Gang has passed Weibo questioned: "Jingdong Mall is in the business?" Is destroying the wealth of society! If such a development of Chinese enterprises are impetuous and insolent but not respect opponents will in the near future will be defeated! Enterprises such as people do not have good conduct and fix up after all will not be a big event. But Mu Gang later deleted the tweet.

In the interview, more suppliers invariably remained silent. "Now the situation is not clear, no one will jump out of the position." "A person with a home appliance brand is outspoken. Another home appliance brand related people even suspected that some news is deliberately in the hype supplier attitude, "behind is not a pushing hand?" ”

Discussion on micro Bo

As of 11:30 P.M. last night, Sina Weibo, the number of micro-blogs related to the price war has exceeded 56.54 million, and boarded the top of the topic list of Weibo, far beyond other hot topics.

@ shenzhen Mu Gang: Jingdong Mall is in the business? Is destroying the wealth of society!

@ Dream Songdong: Play price war, such as the use of their own capital pour also Bale, the problem is to be passed on to the manufacturer! Many manufacturers have somehow been involved in the dealer's war, became the victim of the cushion back!

@ Exhaust Apple Juice: This margin refers to the front desk? or the front desk + backstage? The front desk is 0, the backstage repair is good well ~ Besides, who can prove that the gross profit is 0? Things haven't been done yet.

@ Grove S: The government should come forward to set up a management system for the electric dealers to avoid disorderly and improper competition.

@ Blue and white vertical and horizontal: Almost no duplicate goods, and the price is not much cheaper than the store Ah!

@l Lin Tao: How to beat him, the price down is the main.

@ Amateur soy sauce male: Too pit Dad, fancy Canon 600D, the price is down, at the same time no goods, there is no price of goods noisy what!

@ Uncle: A certain east obviously with speculation suspicion, but it is really affected to a certain ning, hurt some beauty.

@ He Daman: The Dark Rise, the difference between the big goods

@ Madge not caramel: When are all the prices for home appliances?

@ Hanghang: Everything is to win customers and benefits.

Suning

Line under the linkage, the store launched the "National Benefit war"

It is reported that August 18 is suning easy to buy on the three anniversary of the birthday, Suning easy to buy this great promotion will continue from August 15 until 20th. Not only that, it is understood that suning easy to buy line under the same price promotion in Beijing also officially started, line on the same price category has been the computer, communications category extended to the traditional home appliances best-selling brand models. Li bin said, Suning easy to purchase and offline entity shop to achieve synergy, will be the future of Suning appliance strategy to practice stage, the next stage will be in Shanghai, Hangzhou, Guangzhou and other place in the price synchronization.

The reporter learned from suning appliance, from August 17 onwards, Suning will be in the nationwide range of 1700 stores in sync to start the "National Hui War." Suning Electric Appliance President Kim Ming told reporters that the reason to choose this time to operate a nationwide large-scale promotion, on the one hand, based on market demand and industry development, the major factories in order to further optimize the product structure there is a certain demand for shipments, release market inventory in advance; On the other hand, Suning as the leader Actively respond to the country's call to stimulate domestic demand, leading the global supplier Integration channel resources, vigorously promote early start of the "Golden Nine Silver Ten" market.

Jing Dong

Mainly for Suning, the others are "shoeshine"

Liu yesterday in Beijing east, Micro Bo but also not idle, always in the constantly updated, almost to do shopping for netizens service. When some netizens complained about the logistics of Beijing East, Liu again Micro Bo said: "This snapped up activities, a lot of netizens complained that Beijing East people can not distribute to their city, I announced: In the end of the year, Jingdong Mall will open 10 new home appliances Warehouse, and in 2013 again opened 25 home appliances Warehouse, It will basically cover all the cities that the United States and USSR can cover. ”

At the same time, Liu also held a communication meeting in Beijing's east office. At the meeting, Liu said, Jingdong Mall currently has 8.7 billion cash, in order to next year small household appliances 30 billion yuan sales task, must and Suning gome to play this price war. Originally expected, this battle will occur in the fourth quarter of this year, but due to some pressure on Weibo, so ahead. Liu is also very optimistic that the price war has not been opposed by investors and shareholders. Liu stressed that the price war is mainly for Su Ning, and for Gome, Xun, when such as joining the melee, Liu does not seem to concern, he even said they are just "shoeshine."

Regulatory authorities

Express News (reporter Yu) for this round of "Beijing-Soviet War", Jiangsu Province Price Bureau Supervision Branch deputy director Han Hanfang said, the price department will not interfere with the price war between electric business enterprises, low-cost sales to consumers is advantageous. But in the price war, if the business behavior violates the basic principles of honesty, credit, fairness and legality, the price department will intervene or investigate.

Han Hanfang said that from the current price laws and regulations, the management of E-commerce, and there is no specific norms, mainly in principle, such as prices, honesty and trustworthiness, as well as the transaction process fair, legal and so on. "The price department is also tracking some of the electrical business enterprises, we will be based on consumer complaints and research found in the problem, we hope that the new sales platform for the electricity business, the introduction of new regulations or norms." "he said.

In this round of price wars among the electric business, many electric dealers played a "lowest price" of publicity, in this respect, Han Hanfang pointed out that the price department will not stipulate the commodity "the lowest price", also will not take the initiative to investigate such behavior, as long as the merchant declared the lowest price does not harm fair and reasonable competition, so that consumers buy cheap goods, There is no violation. "Whether the lowest price is comparable, if the merchant can prove their lowest price, the law will not prohibit." But if consumers can find a lower price, the "lowest price" propaganda could be fraudulent. "he said.

From 9 o'clock in the morning yesterday, Han Hanfang said, he began to pay close attention to the price war between electricity dealers. The key to see the electrical appliances business enterprises in the price war in the specific business behavior, whether in line with the principles of honesty and credit, fairness, legality. "If this product is 100 yuan, you suddenly increase to 200 yuan, but claimed to play in the fold sales, such behavior may be suspected of breaking the law." ”

Price Bureau of Jiangsu Province:

Being followed, whether it is illegal to see the specific behavior

Expert opinion

Suning strength occupies the advantage

From the current situation of the electric business market, the development speed of Beijing and east slowed down, suning easy to purchase but rapid development. And in the business model of Beijing and East encounter very big difficulties and challenges, the current Beijing-East self + open platform model has been unable to adapt to the development trend of domestic electricity, its model has no longer been recognized by investors, coupled with its IPO blocked, the opportunity to find private funds is also getting smaller.

Finally, the competition of enterprises must be the comprehensive strength of enterprises, because of the large scale of suning procurement, in the product cost has a greater advantage, coupled with the successful retail experience, can provide consumers with a good user experience, in addition, in the original logistics Base, storage base of the advantages of resources, increase the construction, through increased service to call seats, Ensure consumer rights and interests. Good product quality, but also for the Enterprise brand promotion plus a lot. Suning combination of reality and reality, line under the Coordinated development of the initiative, has been included in the government functional departments, industry authorities, investors and other sectors widely recognized.

Behind the fire of capital

Yesterday, some insiders pointed out that the Beijing-east so high-profile to provoke war, the core reason behind it is that the VC has been deeply kidnapped, and the next step, will be used by suppliers of funds. In other words, in this round of price war, the capital of Jingdong from two aspects: after a tricycle financing, its carrying some funds, and investors have lost control over the capital, this is the industry so-called "kidnapping VC", if not support price war, then Jingdong market share will be a crushing defeat, and support price war, Or there will be chance, which is now the absolute dilemma of jingdong investors. On the other hand, Beijing-east through the backlog of suppliers, access to short-term water, for reproduction, in simple terms, this is a cycle, with other people's money to do the market, with the market's section to fill out the bill.

Suning yesterday's share price walked a "V" word. After the opening yesterday, the shares of Suning appliance fell 3.4% and the net outflow amounted to more than 200 million yuan. However, in the afternoon, by the large shareholder's positive influence, suning appliance stock significantly pulled up, once impact trading board, as 13:30, reported at 6.38 Yuan, Rose 8.5%.

This battle is not a run-off.

There are e-commerce experts believe that the current online home appliances war who wins who is not good to say, E-commerce platform from sales can not be compared with the entity chain sales, at the same time, the sales of products are not fully connected with the appliance entity chain sales of products.

The experts said that the development of online sales platform is the general trend, the future may still usher in a wave of high-speed development. Network sales may be further combined with the entity chain business model in the future, as complementary to each other, but will not replace the entity chain business model, consumers will still need to be in the physical chain store after the actual experience to buy products. ”

Financial writer Wu Xiaobo yesterday through micro-blog said that this is a premeditated "test war", is Jingdong and suning on their high flow impact, logistics endurance, manufacturers supply chain, capital relations and other capabilities of the comprehensive test. This is just a set of time, the site of the joint campaign between the two sides, not a life-and-death decisive moment. In the end, the parties will declare victory in their own way, the most important of which is the decisive shift in consumer habits. Wu Xiaobo that the electric business war with the 90 's home appliances price war is different three points: first, the distributor is the dealer rather than the manufacturer, so it can only bring about the change of the business model and the consumption habit, but it is impossible to promote the technological progress; Secondly, the risk capital is more savage than the industrial production because of the different arbitrage methods. Due to the rigidity of manufacturing profits and logistics costs, in the long run, the price war on the retail prices of home appliances may be negligible impact.

The cheap times will end

More people in the industry are concerned about the adverse impact of the fierce price war on the industry.

Economist Ma Guangyuan said he has repeatedly appealed to China's anti-unfair competition agency to make a deal in the face of a price war between electricity dealers. Market authorities in Europe and the US are sensitive to the price-cutting behavior of the industry, as price cuts can lead to unfair competition. For Jingdong, Ma Guangyuan does not think it has enough capacity to eliminate rivals. But this vicious competition itself, it will make China's E-commerce pay a heavy price. Chinese consumers, after enjoying a short-lived low-priced commodity, will soon find that the legacy of a vicious price war will be not just the bones of the vanquished, but the end of the cheap era of Chinese household appliances.

Zhou Yi, an electronic commerce expert at Nanjing University, believes that the current price war situation for many home appliances dealers is unlikely to end this battle, but will be deadlocked for a long time.