Troops Online home appliance promotion

Beijing East will be in May, June big Home Appliances Promotional page screenshot

Washington (reporter Aoxiangfi) after a day, the face of the day cat, Suning opened a taxi electric appliance price war, Beijing East finally challenged yesterday, Beijing and East revealed that will be in May, June invested 500 million yuan for big home appliances promotion. Just the day before yesterday, the cat has just announced the investment of 200 million cash to build home appliances promotional activities. Yesterday evening, Suning Tesco and then announced that this month will start a large-scale promotional activities, plans to invest 2 billion of the special supply and 400 million concessions, once again a comprehensive breakdown of the entire network price.

Troops Online home appliance promotion

Jingdong Mall to reporters to provide material said, will take out 500 million yuan as a profit pool, in 5 June, the promotion of large household appliances, Jingdong will also be in logistics, after-sales service and other aspects of increased investment. However, there is no specific statement on how these 500 million dollars are subsidized.

In recent more than a year to Gome, Suning, as well as the day cat and other commercial shopping mall at home to buy the power, to the east to bring a small pressure. Earlier, the days of cat revealed that the city in the first quarter of this year's turnover has been close to 8 billion, the second quarter is expected to break the turnover of 15 billion.

In fact, the original 3 C digital products, such as the firm's position in the industry, Jingdong did not give up in the field of home appliances deployment ambitions. Last month, Jingdong Mall announced the next three years to join hands with 30 domestic and foreign home appliance enterprises, to invest 80 billion yuan joint purchase plan. At the same time, Jingdong Mall will also focus on the field of large electrical appliances dedicated logistics warehousing investment.

Forced to defend against the attack?

Just the day before yesterday, Jing Dong in the company's strongest rival day Cat Mall announced the investment of 200 million yuan in cash to build up to several months of "crazy Summer" activities, in the factory direct prices based on the cat sticker money back to consumers.

In the previous one months, suning easy to buy, Gome United when all in the home appliances have a strong promotion. This is seen to be directed at Jingdong Mall.

But the eve of the Beijing east did not face the challenge. Just a few days ago, some media wrote that Beijing-East capital chain is tense. The announcement of the 500 million sales promotion was also seen as a late-day defensive counterattack, which also meant that the price war for the electricity dealers had escalated this year after a full-scale war at the end of last year.

To stimulate Su Ning's easy to purchase morale

Jingdong Mall yesterday, "not clear", "do not want to" promotion, and aroused one months ago this year to open the price of the electricity quotient of Suning easy to buy the fight.

Yesterday evening, Suning easy to buy to reporters sent text materials show, Su Ning will be 16th this month to start a large-scale promotional activities, plans to invest 2 billion of the special supply and 400 million concessions, once again a comprehensive breakdown of the entire network price.

Li Bin, general manager of Suning Purchasing, also said on Weibo that, based on the good results of last month's price war and the general negative coping status of the peers, Suning had adjusted the first plan to win the market share in the grid in August and was determined to achieve it ahead of schedule in June.

Observation

Jing Dong owe sincerity wool?

It seems that the Beijing east is a bit reluctant to fight. Yesterday, the reporter opened Jingdong Mall's Big home appliances page, did not see the promotional message. Just at the top of the page there are routine "Today's recommendations", including two TVs and a fridge, followed by six items in the "Special Offer" section.

The reporter immediately in the shopping search site a Amoy net input Jingdong Mall "today recommended" one of the products of Siemens Kk19v40ti 186-liter double door refrigerator, 1999 Yuan is not a Amoy network to show the lowest price, the lowest prices from another business mall 1th shop, the price is 1899 yuan.

Reporter Aoxiangfi

Influence

Singing each of the physical store has little impact

Electricity dealers took turns price war bombing, home appliance physical store sales how? Some of my city's electrical stores information shows that home appliances sales do not fall. Industry said, "to the physical store to buy home appliances is still the mainstream."

In the Kwan-Yin Bridge Electric store sales of washing machines Mr. Zhou, physical store products are not all more expensive than the Internet. "This 51-period allowance 800 yuan, the same as the online price", pointing to a Sanyo automatic washing machine, Mr. Zhou said. At the same time, the entity shop can be on-site demonstration operation, after the purchase will also leave the sales staff phone, for customers at any time consultation, in the online purchase price advantage is not obvious, most people will choose to buy in the entity shop.

During the 51 period, sales of physical stores increased by more than 30%. "Chongqing Gome Electric market manager Dan said that the face of the electricity price between the game, not worried about the physical store sales. At the same time, physical stores will also launch promotional activities in due course. For example, during the 51 period, Gome in Chongqing has launched a "refresh the city's Low-cost, 51 UnionPay subsidy" and other promotions, the next wave of promotional activities will also be introduced in the near future.

Chongqing suning Appliance (002024, share bar) The market department Personage said, the entity shop and the net merchant faces the audience group to be different. Like online shopping for the basic 80, such as young people, and sales of the most popular is also 3C and other digital products, and home appliances entity store customers are basically independent economic capacity of middle-aged groups, they often choose to see the real products after the purchase. Therefore, for the home appliance industry, to the physical store consumption is still the mainstream.

Trainee journalist Sun Jongying

Related

or settled in the cat when canceled a Amoy shield

In fact, since the end of last year, it has been hard for the appliance dealers to do business. In this case, the various families continue to play a price war, the industry evaluation of "short-term price war meaningless, long-term price war is tantamount to suicide."

In addition to the naked competition, the electric business industry is sometimes co-operative. After the joint launch of the Electric channel with Gome, yesterday, there is news that Dangdang is changing the attitude of the Ali Department, before Dangdang and Jingdong Mall, Suning easy to buy a united front shielding Ali of a scouring net information crawl, now not only canceled the shield of a Amoy, but also plans to the books and other categories settled into the cat.

Before the news, Dangdang plans to its books and other categories into the day Cat Mall. According to the introduction, this is Dangdang CEO Liu "go out" strategy of the promotion, in addition to the days of cats, when also plans to be settled QQ online shopping.

Insiders believe that Dangdang and Taobao Department of the Comprehensive Alliance, will be common to both sides of the enemy Jingdong Mall formation pressure. Reporter Aoxiangfi