Appliance chain and electric dealer competition is difficult detonate

Appliance chain and electric dealer competition is difficult detonate

The Heart of Rock

Recently, the United States and Jingdong Mall between the outbreak of a spit battle. The fuse from May 25, Gome "new E-commerce platform on the line" press conference, GOME president Wang Junzhou said that 2010 Gome revenue breakthrough 100 billion yuan, he did not believe that a 10 billion yuan to purchase the size of the electric business enterprise, can be compared to a 100 billion of the procurement scale of enterprises "more price advantage." The signs directly point to Jingdong Mall. In fact, Jingdong Mall 2011 expected revenue breakthrough 30 billion yuan.

And the previous Gome and Jingdong on the source of low-cost products of various disputes, Jingdong Mall chairman and CEO Liu in micro blog ridicule: "The ban is essentially a profiteering monopoly, trying to stifle competition, to maintain their own profits." We go to see those who want to ban Jingdong's peer financial statements, everyone electricity's gross profit of more than 20%! Why a 5000-yuan LCD TV, Beijing East Plus 200 yuan sales can also make money, and you have to add 1000 yuan to profit? Hope that peers to reflect, fair competition! ”

Often despise opponents, but show their own inner panic. Electrical appliances chain enterprises to the impact of more and more large, hand-to-hand combat is inevitable. So, what is this battle winner?

Price is the best performance of purchasing advantage

In fact, for consumers, do not care about the seller between the words of war, and do not care about their procurement costs, only care about whose price is cheaper. Home appliances chain said that they have procurement advantages, then similar goods should provide a lower price than the electricity quotient. Is that really the case?

To the current best-selling refrigerator Haier (Haier) bcd-602w refrigerator For example, in Jingdong Mall, the refrigerator price of 6480 yuan, free shipping; in Suning easy to buy, 6615 yuan, free shipping, suning than Jingdong mall more than 135 yuan. Look at a best-selling Nokia N8 mobile phone price, Jingdong mall 2878 yuan, free shipping, Gome Bowser price of 3099 yuan, gome than Jingdong mall higher than 100 yuan.

In addition, I also compared to a variety of mobile phones, LCD TV prices, the same model merchandise, Jingdong Mall, Taobao Mall and other online shopping mall than Gome, Suning cheap 100-300 yuan. For this kind of no difference in home appliances, digital products, users do not worry about product quality, so the price determines the user to buy, as long as the price is low, users will not care is Jingdong Mall, or suning easy to buy, Gome Bowser.

The focus of the competition is not in the procurement

In fact, Jingdong Mall and Gome, Suning Online Mall competition between the focus has not only is the price. Because many home appliances, digital enterprises for home appliances chain "type of financial" business model to sneer at, a variety of entry fees, promotional fees, has made these suppliers miserable, the choice of cooperation with the electric operator did not enter the fee, you can quickly get the withdrawal of funds, why not?

Not long ago, gome former chairman of the board of Directors Chen Xiao to the media exposure of household appliances chain "type of financial" mode of shady, after many home appliances manufacturers stand up to say that Chen said completely true. So the contradiction between home appliance enterprise and appliance chain has been intensified, and the appearance of electricity quotient is undoubtedly the breach of this kind of contradiction transfer and dissolve. Many suppliers have opted for direct supply with Jingdong Mall and other electric dealers. No entry fees, promotional fees, the purchase price may be lower than the purchase price chain of home appliances.

In addition, the restrictions on the development of Electronic business enterprises logistics, warehousing problems, has been well resolved. Jingdong Mall in the 1.5 billion dollar wind investment, mainly for infrastructure construction, such as the establishment of the national logistics distribution system, increase competitiveness, and said that the Asian project in Shanghai (Logistics Base) will be successfully completed. Liu has said that, if not invested heavily in the construction of warehousing and logistics, Jingdong Mall has long been profitable.

Can the alternative be detonate?

Gome, suning and other household appliances chain has realized the importance of the business, have invested heavily in building E-commerce system, hoping to fight Jingdong mall. It is said that the electric and electrical appliances chain between the ultimate goal. But in the author's opinion, it is difficult to detonate.

On the surface, Jingdong Mall is from the line to the line (logistics warehousing) Home appliances, department stores retail March, Gome, Suning is from the line chain, relying on its existing procurement, logistics capital to the expansion of the line, the final two. But things are hard to imagine. Because this is related to talent, brand, preconceived, right-handed and other problems.

To do E-commerce needs talent, and as an emerging industry, talent is scarce. Jingdong Mall Development These years has gathered a large number of electrical talent, these can be described as the core competitiveness of enterprises, scarce resources. Gome Suning as a veteran household appliance chain enterprises, how to quickly obtain the power of talent, how to change from the traditional mode of operation to the net purchase, this is unknown. In the face of the new model, the original performance and brilliance is often cumbersome rather than motivation.

Second, the hand-hand mutual Bo is gome, Suning forever pain. Compared to the electricity quotient, the appliance chain has too high cost, the store rents, the personnel, the warehousing and so on, these cost finally must embody in the commodity price. And if the same model online purchase price below the physical store, will lead to their own series of goods, but also affect the offline sales, upset their own price system, resulting in the line under the staff dissatisfaction. And the electricity dealer does not need to consider the commodity price under the line, therefore relatively is easy to operate.

In addition, although Gome, Suning has more than 20 years of history, but Jingdong Mall this kind of net buys the brand also deeply rooted in the hearts of Gome Bowser, Suning easy to buy brand awareness. Preconceptions are important in any industry, as does the e-commerce industry. Therefore, I say it is difficult to detonate. Home appliance chain to enter the network shopping difficulties, but still have to bite the bullet to do, and electric dealers sell home appliances But duck, will be more and more prosperous.