Consumer electronics price "Big slimming" program

May 7, in the consumer industry boss Day Cat Electric City announced 200 million yuan to the home appliance merchant low price subsidy, the original for the days of the Cat Electric city together near thousands of businesses, consumer electrical appliances price "big slimming" plan, instantaneous evolution for the entire electrical appliance industry in the history of the largest price war. May 8 Jingdong Mall will make a comeback, said to take out 500 million yuan on home appliances goods to let. and Suning easy to buy also announced at the same time, to cast 2 billion special supply and 400 million concessions.

Tian Cat Electrical City general manager Tan Yu later on his microblog on the side of the sharp question of how the BoE reflects 500 million of the consumption subsidy, suggesting that jingdong don't pass their cost to the supplier. One side announced the day of the cat teamed up with the "Crazy Summer Season" phase of the event turnover day, that is, three brands Haier, the United States and TCL "air-conditioning million" one-day sales of more than 6,000 sets, Tan Yu micro-blog said: "Days of the early subsidy of the cat 200 million mainly in the mobile phone digital products, not enough to add." ”

The commercial war is speeding up, the consumer becomes the biggest beneficiary. May 9 Cat Electric City released 2 days of "Crazy Summer Season" activity data, the United States, Haier, Tcl three brands to launch their respective frequency conversion, fixed-speed air-conditioning, with the lowest online price attracted a total of more than 8,400 consumers to order, showing the platform-type business and consumer value return.

Industry insiders said that the electricity business giant price war behind, not only is the contest of funds, but also the pattern of the contest. Tan Yu said, "one of the biggest advantages of e-commerce is to facilitate the establishment of direct contact between manufacturers and consumers, so that the channel is shortened, to eliminate the cost of the channel to facilitate the consumers, manufacturers of the total win." And many of the Beijing-east and other 3C electric business practices still stay in the channel buyout-type self-management stage, for the channel and supply chain of the strong intervention and control, just did not play E-commerce open platform advantages, but to become Beijing East and other 3 C electric dealers can not be self-sustaining shackles.

More importantly, Jingdong Mall so far has not yet to its 500 million yuan subsidy from where to make a clear explanation. The analysis points out that this is a proposition that is difficult to be solved by Jing Dong. means that its already overburdened income and profit margins will be depressed again, and that if its suppliers raise subsidies, it means that the profit margins in their downstream supply chains are being squeezed out, and that there is still ambiguity about whether they can get enough support.

In fact, the "boomerang" of the buyout operation has become more and more showing its disadvantage. From 2010 onwards, the news of the Beijing-East capital chain rupture has been reported, and supplier deadlock let Jing dong dumb eat coptis have bitter can't say. While Liu individuals are constantly stabilizing in the media and in public, the plight of the proprietary consumer is stretched. Profit is alleged to be false, logistics big warehouse did not Liu claim so smooth start ... With Suning and Gome to enter the electric business, the traditional electric retailer strong channel capacity and a huge logistics after-sales service system, the instant to the Beijing-east years of hard work in the channel and logistics to establish the relative advantages disappear. According to a Amoy network and other Third-party shopping search monitoring data, since this year Jingdong Mall has a relatively high price advantage of the merchandise continued to decline, has less than Suning and Bowser network.

Good price war, but lost in the price war. To this day cat "Crazy Summer Season" China and the United States air-conditioning original price of 3299 yuan inverter 1P air-conditioning, directly to the freezing point price of 2499 Yuan group purchase for example, according to a Amoy search data show that the same period of Su Ning's price of 2899 yuan, while the Jingdong is as high as 3,000 yuan. The choice of consumers also reflects the price disadvantage of Beijing east, Cat Electrical city in 2 days to sell the United States of the frequency of IP 1614 units, tcl 1P fixed-speed air-conditioning and Haier's inverter 1.5P air-conditioning, a minimum of 1699 yuan and 2599 yuan of the price booking, 2 days respectively to attract 2272, 4,533 consumers booking.

Industry insiders said, platform-type consumer cat Electric City will be the hand of the mall into a more difficult situation. In terms of numbers, the cat's 2011 turnover exceeded 75.55 billion of the total for the 2nd to 30th place. One of the light Day Cat Electric City 2011 turnover reached 20 billion, and Jingdong mall overall turnover of 30.9 billion.

The potential meaning of the Tan Yu of the cat is also very clear, "as a platform-type electricity quotient, the day cat and the merchant are a win-lose platform." "This means that sales promotion in the Cat platform is a platform-integrated marketing that can be followed up for value." And in other proprietary platform, the price will mean a "suicide" channel revolution, brand manufacturers want to pick up prices and brand more difficult, because the biggest sniper is from let them low price of the self-platform.