Electric Business card position war: Xun price butcher knife provocation "big three"

Newspaper reporter Sch Jian guangzhou report

Buy the essence of not selling. Last year's "8 15" electricity price war, the Beijing-east, Gome, Suning and other electric business platform to varying degrees there is no goods hanging, the price after prices, such as false promotions, the national Development and Reform Commission investigated at the same time, also overdrawn the power industry credibility.

How does the price war of electricity dealers do? In this respect, Tencent's proprietary electric business Platform Xun Network vision is the industry mutual supervision. Since April 11, Xun Network will be launched in one months for Jingdong, Suning easy to buy, Gome online, such as the main integrated platform of parity action, during which "hot goods" to achieve the lowest of the four.

Earlier this year, Jingdong Mall CEO Liu proposed "self-cultivation" strategy, Suning, Gome due to the electric business horse enclosure of huge investment in the company's 2012 annual profitability of the sharp decline. In this case, the electricity merchant price war to become the focus of 2013 industry attention.

April 11, Tencent Electric dealers related to the reporter said, in the current E-commerce competition, low price is still the basic demand of consumers, Xun will adhere to the "genuine low-cost" strategy, and said that in Tencent's strategic system, Xun network positioning is the cost center, "in 3-5 years no profit pressure."

Xun initiative "provocation"

"Xun will adjust the price of the commodity every half hour according to real-time monitoring data to protect the low price competitiveness." "Tencent electric dealers related to the reporter said, according to the new terms of the activity, in the next one months, the Xun network within the CPI price monitoring system will automatically crawl Jingdong Mall, Suning easy to buy, Gome online and other three major competitors about 5,000 hot goods real-time changes in price data, and accordingly to adjust prices, the price of their own goods to the lowest.

At the same time, Xun said, in order to avoid the appearance of the false promotion of self-talk, it will also introduce a third-party price comparison tools such as real-time data to adjust the commodity prices.

For the so-called "hot goods" range, Xun Network said its choice of the target product is based on the "28 principle", that is, according to historical sales records and consumer shopping behavior data of the hot SKU, in addition, taking into account the feasibility of parity, but also focused on the selection and Jingdong, Suning easy to buy Gome online, such as three of the company platform coincidence degree of higher than the goods.

"Similar to 0 yuan purchase, send coupons discount such traditional way of promotion has been difficult to arouse the interest of consumers." "Xun Network senior operations director Pan Biao said Xun This strategy is in the three home no matter which price, will ensure that their prices at the lowest level.

It is noteworthy that the Xun comparison of the object does not include the largest domestic clients of the cat. In this connection, Tencent Electric business related responsible person said, compared with the platform-like cat, Xun, Jing Dong, such as the production of electric dealers in the supply chain, logistics, operating mode, service system are very different, there is no comparable, the Xun net comparison of the objects are the same type of enterprises.

In fact, this is the Xun in the electricity market after last year's "expensive on compensation" and this March "price protection" after another initiative. Industry insiders believe that in the national market with relatively late Xun, in order to rely on Tencent investment after the resources and funds, and gradually eliminate the Beijing-east and other competitors of the first advantage, so as to achieve the scale of catch-up.

"Curve" overtaking path

According to the data from Tencent, 2012, Xun net cumulative order amount exceeded 6.8 billion yuan, 2011 2.3 billion yuan of the amount rose nearly 3 times times. This means that the Xun network to maintain the rapid growth of the business sector, on the other hand, also shows that the base of Xun network is still not high.

According to the Beijing-East disclosure of data, its 2012-year platform turnover exceeded 60 billion yuan. Suning's 2012 earnings show that its sales revenue for the online business period was 15.216 billion yuan. Gome last year's annual sales of electricity dealers 4.41 billion yuan.

At the beginning of March this year, when the Tencent Electric Company organizes the structure adjustment, Xun CEO Bu Guangzi has sent an email to the internal staff to say: "In the next 3 years, if Xun does not enter the industry top three, can only face the fate of being eliminated by the industry." 2013 is a crucial year for the Xun network, and we will impact and challenge 15 billion-20 billion sales targets. ”

The 2013 electric business environment also gave Xun a chance to overtake the corner. After 2012 years of fierce price war, the industry speculated that Jingdong will tend to be conservative in the price war this year. In addition, analysts believe that this year, including the Saudi prince and other investors such as the total amount of 700 million U.S. dollars in capital injections, is likely to be the last round of financing before the IPO. As for Suning and Gome, last year due to the large amount of investment in the business, the company has been the overall profitability of the decline in the chain reaction.

In Tencent's strategy, E-commerce and digital entertainment, media content, such as internet downstream industries, can rely on Tencent's huge user base, access to promotional services and sustainable competitive advantage. Tencent said that 2013 will continue to invest heavily in e-commerce industry to "fully grasp the platform business opportunities."

The provocative action against the Xun network, April 11, Gome Online, said, "very boring." "Jing Dong in response to reporters did not respond positively to the Xun network of price measures, only said," in the electric business industry, benign price competition will always exist, is the industry normal ", Jingdong will rely on operating cost reduction and efficiency of the promotion, and continuously provide consumers with affordable prices every day.