Three square riveting full strength blood spell in the end

Three square riveting full strength blood spell in the end. Comics/勾犇

Yesterday morning 9, after the day before the day of the fermentation of the electricity quotient of the full outbreak, Gome, Suning, Beijing-east three major electric dealers are put, the price of their own products, "the lowest in history."

But the price war quickly into chaos, consumer complaints page not open, hot goods no goods, product price changes frequently, shouting "pit Dad".

A channel trader who did not want to be named said that the price war behind the multiple factors, one is the traditional industry gold nine silver ten, internet manufacturers choose to promote before this, Rob is the traditional manufacturer's business, another is to clean up the inventory.

"Jing Dong with everyone electric attack Su Ning, Gome, and take the book hit when the strategy is the same, not authentic." Tencent's Xun CEO Bu Guangzi bluntly, "Beijing East home appliances product line accounted for only 10%, Suning accounted for 60–70%, is now selling cars said their own asbestos cheap, loss of death does not affect the market." ”

False price?

Perhaps, the price war of electricity merchant is only gimmick.

About 5 o'clock in the afternoon yesterday, reporters on the east side of the straight 17 LCD TV Prices are summarized, these prices and the early morning of 13th compared to the price range, sharp lcd-52x50a to 5111 yuan to the top of the price reduction, 4 of the decline in 1000 yuan, the rest of the decline in 150 yuan 811 yuan.

According to a Amoy network of monitoring data, Jingdong Mall 14th in the evening in our category on nearly 50 items quietly rising prices, price increases from 30% to 100%, ranked among the merchant "quietly rising prices" list top. In contrast, Gome, suning and other businesses in the price of goods is far lower than Jingdong mall.

Amoy yesterday morning data show that the Beijing-east, although the average decline of 10%, a price reduction of 445 yuan, but from the number of lower commodity prices slightly stingy, more than 2,200 of the merchandise only 78 items price reduction, accounting for the overall large household electrical goods 1.6%. Gome cut prices by the most, of which 7.7% of the goods dropped 7%, the average price reduction of 284 yuan.

"Home appliances industry in different channels have special models, this is the industry knows the rules of the game, this price war, how many products can achieve parity, real consumer benefits are also unknown." Insiders point out.

Reporter for part of Jingdong Mall on some product models in Suning and Gome online shopping mall did not find the model for further inquiries. The reporter discovered several Samsung's LCD television changed the letter or added the letter to have the corresponding model number. Reporters carefully compared to their manufacturers, performance and other information exactly the same. But the price is a difference of hundreds of yuan.

> In this respect, the industry said the move is to prevent other home prices lower than their own, in the customer after the door to find trouble after the hands and feet, and caused the loss of economic and credibility. If the customer is further investigated, they will be able to deny the difference in the model.

Former Generation network analyst Li Chengdong that the Beijing-east to the U.S. and Soviet "price war" is vicious, is a vicious circle. "Jingdong is for Su Ning, but Tencent, Gome and so on also dragged in, put not on the line of the traditional home appliance stores are also dragged in, transfer cost suppliers can not run away." Everyone put money and attention on the price list, back-end research and development after the industry is backward, not progress. ”

Home appliance manufacturers have the misery to say

"Jing Dong said 0 profit, do you believe?" None of our manufacturers said 0 of the profits, what qualifications did he have? "There is a Quan (alias), head of the color TV leading company who does not want to be named, said," perhaps jingdong to promote will put the profit low, but "0 profit" is "0 possible".

14th, Liu in its micro-blog, Jingdong Mall Everyone electricity will maintain 0 gross margin in three years.

Quan complained that, now in order to rob the market, the price war everywhere, "did not communicate with us, on the net dumped a price, and then find us to subsidize costs." We insist on not giving. If we go on like this, we'll stop cooperating. ”

Sources told reporters, Haier, the United States, gree such a national brand, for the price system has a very strict control, line online is what kind of price, a, two or three line market how to distinguish, strictly prohibit all over the goods, "the current home appliance products are in fact the supplier pricing guide." The electric dealer makes the promotion, generally also is only the specific time specific region, needs and the supplier communication, too excessively, the cooperation will appear the question. ”

It is revealed that at present Jingdong and Su Ning, gome similar, all need manufacturers to give about 6% of the sales return point.

"Now the electric dealers in the horse race, are playing a price war." "Another well-known household electrical appliances business in charge of E-commerce told reporters," We do not support this approach, but there is no way, they are so big platform, it is impossible not to cooperate. As long as they do not move the price of our products, cooperation can continue. He revealed that the current participation in the price war of large household electrical appliances products are joint-venture brands.

Logistics becomes the decisive point of war?

Now it seems that the power of the whole country to attract consumers also test his logistics and distribution capabilities. In Yunnan, consumers can only watch the price war "tears."

As a result of today's price reduction, Jingdong Mall, Suning easy to buy and gome electrical appliances, such as online shopping malls and other home appliances vendors to increase sharply. Next, these orders will test their distribution and logistics systems.

Reporters have tried to buy home appliances, distribution address are input "Yunnan province Kunming Xishan." Jingdong Mall: "I'm sorry, this product can not be sent to your chosen area." "Suning easy to buy:" Now orders, is expected to arrive within 10th. "In the Gome Online mall, the reporter entered the details of the Gome logistics address, mode of transport, time and freight are all bounced out." Yesterday, Jingdong Mall chairman and chief executive officer Liu said: "This snapping up activities, many netizens complained that Beijing East people can not be distributed to their cities." ”

and Jingdong Mall is not the same, the remaining two major cities in the country has its own stores, and equipped with a complete distribution and logistics system.

Suning Tesco executive vice president on Weibo said: "8 15 began a large-scale promotional, fully demonstrated the group backstage service strength, the National 88 storage base to ensure 500 more than the city and 2000 counties distribution, at present we have basically completed the first day of the goal." ”

On the same day, according to CCTV financial Channel News, Suning easy to buy executive Vice President Li Bin August 15 announced that Su Ning this discount season, even if the Beijing-East continued to play price war, Suning will not continue to follow up on promotional promotions.

In the face of the three raging price wars, the August 15 situation slightly confused, and no one can guarantee absolute minimum price. What will be the end of the price war is a hot spot for public attention.

Who can hold on to the end?

Everyone in the "do not expect each other to make money" way to attack opponents, the front is the price war game, backstage is the financing power game. A PE personage said to the reporter, as long as does not change "the market sale rate" as the standard of the Liu, the price war advocated by the city will continue to fight.

The people said the first round of capital financing was about 400 million U.S. dollars in valuation, to the last round has reached 7 billion U.S. dollars. "The next round of financing investors will certainly be expected to meet tens of billions of valuations, but the current market environment has not melted such a big appetite." He said that the 2012 inquiry after the BoE did not carry out the IPO as scheduled, is already embarking on a new round of private equity financing.

It emerged yesterday that investment banks such as BofA Merrill Lynch and JPMorgan Chase had been looking for potential investors for Jingdong Mall, but no deal had been reached.

However, Liu yesterday at the meeting denied and private equity talk about financing, and said that the Beijing East hand now has 8.7 billion yuan in cash. At the current rate, Liu also has more than 1.3 billion dollars in cash.

"Beijing east on the round of financing is about 1.5 billion U.S. dollars, according to the Beijing-East price war efforts, many will be suppliers to the account period." ”

According to the Beijing-east data, the household appliance manufacturer's account period is 30 days.

Online and local cooperation can continue to advance

Compared to Jingdong Mall, has been online under the hard work for many years Gome in the country has a large number of store sales outlets, for everyone electronic e-commerce more dependent on the physical store logistics and distribution and after-sales service, which is the most obvious advantage.

But at the same time, there is also the problem of how to divide the input cost of the network sales and the entity store sales. Based on the establishment of the network platform, unless a set of independent logistics and service system, the distribution of goods, maintenance, etc. after the sale or rely on the local branch.

A well-known household appliance brand Yunnan Branch Marketing manager introduced, at present, E-commerce business is different from the traditional channels of retail outlets of another company in operation, online after the order by the offline branch entities stores to complete the unified distribution or from the consumer to the designated location to mention, and enjoy the same line under the purchase of goods such as maintenance after-sales service. However, the current online sales performance compared with the traditional stores are smaller, especially in Yunnan, because the workload has not increased significantly, but with the increase in e-commerce sales, in the Skyworth Group website transaction performance completely into the group headquarters, and the local branch only did "voluntary" also did not complain.

In the view of the manager, with the development of e-commerce, as an online transaction without regional restrictions and the need for logistics distribution and after-sale support under the line services, can not do without the pay of local branch offices, how to balance the distribution of interests between local branch offices and headquarters, may determine the home appliance manufacturers E-commerce in the local can continue to advance the fate Newspaper reporter Guying Chao reporter Wangxiaoxing

Observation outside the field

Jingdong Mall: Only fast and not broken

At the "Annual strategy conference" in early 2012, Liu a proposition: should this year's development strategy be based on sales growth first, or gross margin growth first? Management after intense discussion, finally Liu decision, "to do another year scale."

Large enough, Jingdong can be in the supplier to get a bigger say right, get a lower purchase price, it is possible to hit the edge of the price war near profitability. Earlier this year, Liu finally saw his long-awaited figure of 50 billion yuan in his annual performance forecast. This was Liu to Jingdong Mall set up a safety line. But as this scale is in sight, Jingdong still feels insecure. So, Liu a turned announced: Jing Dong 2012 years of performance goal is to achieve annual income of 60 billion yuan! This means that the price war will continue.

"The key is to see whether the next 12 months will be able to carry the Beijing east." A PE person told reporters that the price war on the Beijing-east threat can not be ignored.

Su Ning: Early challenge

Into the 2012, let all people feel surprised, is Su Ning actually became more active than Jingdong price war advocates.

Su Ning's emboldened lies in "Cardinal number": Rival Beijing East 2011 sales 30 billion yuan, no profit; Suning appliances (002024, shares) this year's revenue target of nearly 150 billion yuan, last year net profit of more than 5 billion yuan. Suning's future depends on the success or failure of the transition.

Jindong Hongyi the right bet? Time waits for no man.

In the eyes of investors, suning to solve two basic problems, one is how to sell things on the internet problem, just at the beginning will not be able to learn with Beijing, the other is the outside world's most worried about the online and offline business hand in hand to fight the problem. In addition, the platform of contention, the competition for sellers, as well as the grasp of all aspects of the trader, Suning must face a series of new issues. (Wang Shanshan)