A war of words to suspend product sales price rebound

Starting from August 14 Preheating, officially started on August 15, until now just 10 days later, "8 15 price war" with a funny ending: "price war" initiator to delete the price of micro-bo, product prices quietly callback. And summed up this "quick-fix" price war, is "Jing Dong Challenge Win" or "Su ning against the enemy success" of the discussion is not the focus, the impact of price war is far more far-reaching than the price of a temporary.

Curtain

A war of words to suspend product sales price rebound

"Micro Bo is daiju East launch electric dealer price war an outpost, when Liu Micro Bo quiet, electric business field can be through the breath." "Some people in the industry talk about the price of wartime, that the focus on Liu Weibo is a good way to judge the popularity of the electric business industry." According to Southern Daily Reporter observation, and Liu August 14 announced that will be "open" big home appliances price war, subsequent bursts of several micro-blog "fan" compared to the Friday deleted the "price war to extend to the whole category" micro-Bo Liu, on the micro-blog appears to enter the "Armistice" status, and Liu deleted micro-blog almost synchronized is, " The electricity merchant price war "began to fall gradually the curtain." Jingdong Mall CEO Liu recently in the media interview confessed that the electricity price war has been temporarily closed: "Because this is irrational price war, can not be long." "While Li Bin, the executive vice president of Suning, said in his microblog that the price war was" not the end of the game, "but there was no more actual" tactical "proposals.

Although including Suning, Gome and Xun and other "8 15 price war" warring parties are reluctant to give up, but the actual sales level has been "dead." Nanfang Daily Reporter Login Suning easy to buy and Xun network found that the main site to promote the location has not seen the "price war" related publicity, promotional focus has tended to the conventional trend. It includes a Amoy NetEase Youdao shopping assistants, such as third-party comparison of the site's data show that, including the majority of the commodity prices have increased to varying degrees, a Amoy network data analyst Chen said, "such as Sharp TV, it originally in Jingdong price is 9500 yuan, On 14th the price rose to 15,000 yuan, 15th pulled to 9000 yuan, lasted two days, 17th back up. This situation in Suning, gome exist. ”

Subversion

The concept of net purchase with large household appliances implanted

Liu launched the price war, chose a "unique" point of entry: everyone electricity. For many consumers, may be accustomed to 3C products online shopping, accept the fast consumer goods online shopping and even tried the net purchase of luxury goods, but for large household appliances, the advantages of offline is quite obvious. But with the growing popularity of online shopping, the trend is also gradually changing, according to the market research institutions in the data released by Yee Kang, 1-February home appliance chain sales in total recession, which fell 32%, flat TV dropped 27.9%, washing machine down 18.4%, refrigerator down 21%, water heater down 8.9 % and so on, and the online sales of these products have increased significantly, such as refrigerators, flat-screen TVs, washing machines online sales growth of 261%, 166%, 138% respectively.

The line of price war spread to the offline, no doubt become a network of people to buy the era of an outbreak point. According to the reporter observes, this time "8 15 electricity merchant price war" a "remarkable characteristic", is undoubtedly Liu key node in the offline sales model, with everyone on the wire sales price and service strengths against the Su Ning and gome, such as the shortcomings of the offline sales, famous internet personage Cheng on this evaluation way: " Jingdong will be good at the two or three-line city of the market are involved in the online parity system, and then the ability to spell line and no store supply chain capabilities. "Many people in the industry also said that Suning easy to buy online mall in the price war on the site will not open the situation, so that Su Ning embarrassed unceasingly at the same time, also gave Suning learn the opportunity to grow faster." Many consumers who bought electricity in the "Electricity dealer price war" also said online shopping in the actual distribution, installation and after-sale, and offline entity shop is basically similar to the purchase, the network to buy everyone from the consumer level has been acquired beyond the offline entity store purchase experience.

Financial expert Lang Ping on the "Electricity quotient price war" so evaluation, "this battle is the most noteworthy focus is not how much price drop, but the two sides show an unprecedented excellent industrial chain efficient integration war." "The reporter learned from the household appliances industry, long-term sales of large electrical appliances as the main source of profit for traditional channels, forming a huge industrial chain, manufacturers, agents and channels in which each of them held the role of mutual checks and balances, adhere to the business model not only to keep manufacturers away from consumers, but also let the industrial chain lack of" vitality. "

With the power of the electric business "big" in the field of large electrical appliances, the traditional industrial chain has been subversion, whether it is Jingdong Mall or Suning are hoping to put the battlefield on the online attitude, but also reflects the electricity of the net shopping is no longer a consumer "wishful thinking."

Accelerate

Business model moves towards the era of "electricity quotient"

"This is a deliberate" 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. "The famous financial writer Wu Xiaobo so appraised the price war to the Chinese consumer's change, the real fund founder, the New Oriental co-founder Xiaoping is boldly predicts" The Beijing East launches this war, means that the Chinese commerce enters the electricity business era formally. ”

E-commerce as a national strategic emerging industry, in the "Twelve-Five" planning, focus on supporting the Internet, cloud computing and other technologies in the application of E-commerce, and the national Policy support also strongly promote the integration of the business chain, logistics supporting projects will be further promoted. With the great environment of electronic commerce is becoming more and more mature, the scale of online shopping has been increasing continuously. The Internet of things, cloud computing and so on has promoted the rapid integration of the industry chain.

China's online shopping market was 268.37 billion yuan in the second quarter of 2012, up 17.6% from the previous quarter, up 51.6% from a year earlier, according to the consulting data.

Some experts pointed out that, through a wave of electric dealer price war, attracted the attention of consumers, its consumption habits have been decisive shift, online shopping has gradually become the mainstream mode of consumption. From the latest data from the easy view shows that "electric dealer price war" before and after the Jingdong Mall, Suning easy to buy and Gome online mall traffic formed a huge pull.

The continuous growth of online shopping reflects the decisive shift of consumer habits, and also marks the rapid evolution of Chinese business Society to the era of electric power. People in the electric business industry are also optimistic that with the 80, the rise of young consumer groups, such as youth, online shopping will increasingly be favored by more and more consumers, from the net to buy 3C products, online shopping for large appliances, and even online shopping cars, real estate will be one after another "electric dealer price war" and become the next "hot spot."