Electric Dealer Fire Suning Gome or step Kodak lucky follow

Earlier reports: Electric dealers Fire Suning gome or step Kodak lucky follow the footsteps

In the electric business website is known as the "big battle" after half a year, Jingdong Mall CEO Liu suddenly targeted at the traditional store gome and suning. With the night before the Suning appliance (002024, shares bar) issued a notice, intended for the public to issue a scale of not more than 8 billion yuan of corporate bonds, yesterday morning, Liu in micro-Bo announced that the Beijing-East everyone electricity three years 0 gross margin, and from today onwards, all of Beijing East will be more than Gome, suning chain cheaper than at least 10%. In this regard, a war began.

Fuse

Suning issues 8 billion corporate bonds

Yesterday, Suning appliance issued a notice, intended for the public to issue a scale of not more than 8 billion yuan of corporate bonds. This is the first time that Suning appliance has been listed for the general public to raise funds.

Although Su Ning buys Market Management Center Deputy Director Min explained, "Raise 8 billion again, not for price war." "But anyone can see, suning financing is in order to participate in the purchase of electrical appliance dealers in this round of the battle reserve funds."

Because in the Wednesday, Suning Tesco executive vice President Li bin in Beijing said that the second half of Suning will take a series of actions, based on low-cost advantage, and continue to maintain more than 70% of the quarterly growth, to ensure the completion of the year 20 billion yuan sales target. In addition, Su Ning announced last week that in the middle of this month, the Beijing market will implement the 3C product line price sales measures, and take the lead in the industry to implement 7-day settlement cycle policy to suppliers. Suning want to rely on line with the same price to avoid their own physical stores into the Beijing-east and other electrical appliances "experience shop" embarrassing situation. And this measure by a number of industry insiders think is yesterday Liu on the meager and suning directly and Su ning "frame" fuse.

Beijing East

Announcing everyone's 0 gross profit for three years.

Among the many CEOs of the Internet, Liu is a big guy who is good at leveraging Weibo marketing and hype. The night before 11 o'clock, Liu sent a micro Bo said "Tonight, inexplicable excitement", but is not to say that the reason for the excitement, sparked a lot of Weibo netizens guess and comment.

Today, I made a decision again: Jing Dong Everybody electricity three years 0 gross profit! If within three years, any of the sales personnel in the electricity plus even a dollar margin, will be immediately dismissed! From today onwards, all of Beijing East Electric guarantee than Gome, suning chain cheaper than at least 10%, the company soon announced the implementation Method! Yesterday morning, Liu finally released his last night "inexplicable excitement" of the answer.

In addition to the 0 gross margin in three years, Liu subsequently released Jing Dong everyone Electric exerting force "second bomb": August end, Jingdong Mall everyone electric distribution in the country 20 cities to achieve 211 limited to service, that is, before 11 o'clock in the morning orders, the day of the afternoon service orders, the next morning delivery.

In fact, this is not the first time Liu launched a price war in the form of Weibo. Last March 17, he published Weibo as a "threat to my team for the first time" in order to fight a book price war with him. I told the Library and audiovisual Department: If you make a penny profit for the company in three years, or a net profit that earned a penny within five years, I will expel all your entire department staff! It's going to be tough!

Will send a price agent into the home appliance store.

Yesterday, except announced with Suning, Gome price war, Liu also said will be recruited in the country 5,000 price intelligence, stationed in Suning, Gome stores, any customer to Suning, gome to buy large appliances, take out the mobile phone with Jingdong client parity, if less than 10%, price intelligence agent on-site verification is true, Beijing East immediately cut prices or spot coupons, to ensure a 10% discount.

Liu also posted on Weibo the design of the Beijing-East price intelligence agent's overalls, and said that the factory has been delivered.

E-commerce Observer Ruzenwang said that the so-called Jingdong price intelligence is just a marketing gimmick, if wearing uniform intelligence agents really appear in Suning, Gome stores, will certainly be "please" out.

Outside fear Liu just "light say not Practice", on this, Liu announced, "Starting nine o'clock in the morning tomorrow, Jingdong Mall all big home appliances prices are cheaper than suning line, and no bottom line cheap, if Su ning dares to sell 1 yuan, that jingdong price must be 0 yuan!" Buy Big home appliances people, do not pay attention to Jingdong will suffer! ”

Su ning response and Jing Dong die Knock in the end

In response to Liu yesterday in the meager, Suning Executive vice President Li Bin also in a meager response said, "Keep the price advantage is our most basic commitment to consumers, I repeat: suning easy to buy, including home appliances, and all the product prices must be lower than jingdong, any netizens found that the price of suning is higher than Jingdong, we will immediately adjust prices, And give the already buy feedback twice times the difference pay. Tomorrow 9:00, Suning will start the history of the most powerful promotion, I will be able to help Liu (Liu) ahead of schedule, exceed the reduction of efficiency objectives. ”

Li bin also said: "Price competition is the eternal theme of market competition, sustainable price advantage depends on the procurement scale, supply chain efficiency, operating costs, capital strength." It is based on the above comprehensive advantages, suning easy to buy and maintain a reasonable profit, still can ensure absolute price advantage, this is the real embodiment of business law. Only those who do not have the confidence of the enterprise will be in the mouth hype low price, make a profit at the first consider whether they can survive.

Peer expression

or to watch or question or fight.

Hear Jingdong to Su Ning, Gome declaration of war, often and Liu dozen saliva Battle of Dangdang CEO Guoqing yesterday blunt Beijing East move is a gimmick, "online than people online price is what price war Ah, and Gome su ning online parity!" Guoqing yesterday afternoon also announced that Dangdang mobile phones, computers and small appliances and Dangdang's Gome online flagship store all varieties of the fight, welcome customers around.

This time, Jing Dong did not put the sky cat as the goal of price war, but Ali is active out of the fun. Yesterday, Ali's one Amoy Network marketing Director Giguang said: "Encourage all consumer-friendly price war, we will be the second half of the concession, rebate subsidy in the original plan 250 million yuan to increase the basis of one to 500 million yuan, while continuing to provide the major electric dealers" price "of any technology, service support. ”

Tencent held by the Electric Business website Xun Network also active in the war, Xun Network advised Jingdong don't hype, and suggest that if the real want to parity and online business than, do not and offline traditional enterprise than. Xun network said that from September onwards, Xun network will set off a large-scale promotion, then not only the electricity to the east than the BoE cheaper, 3C products will be cheaper than Jingdong.

Industry view

BEIJING-East Suning mutually attack each other's stronghold

This year, Beijing-east, the cat, Tencent Online shopping, Amazon China, when the investment in a lot of money to wage war, was known as "the largest price war in history." However, the Beijing-East choice is the line of Suning and Gome, causing the outside world puzzled.

In this regard, e-commerce industry observer Ruzenwang that the current suning and its easy to buy is Jingdong mall's biggest threat, especially Suning announced 3C product line on the offline price synchronization and issuance of corporate debt financing, to stimulate the Beijing East must take measures to deal with. Jingdong's large household appliances accounted for only about 20% of total sales, while 3C accounted for half, Suning's big household appliances income accounted for 60%. Suning choice attack accounted for the most of the Beijing East Income 3C, Beijing East will choose to attack Suning's income big head everyone electricity, so the two sides of the actual attack is each other stronghold.

Ruzenwang also believes that the price of Beijing-East is a false proposition, "suning, Gome home appliances products under the line margin of more than 20 points, Jing-dong than Suning, gome offline store cheap 10% meaningless." Jingdong is more in the manufacturing than suning cheap public opinion, to attract consumers to order. ”

Who wins the next year.

Ruzenwang said that since April this year, the consumer electricity price war into the era of chaos, the frequent price war makes consumers very sensitive to price, so that the commercial appliance business to compete for consumers, sustained price war on the household appliances business capital consumption is enormous. However, to obtain the next round of financing, Beijing must win the price war in order to gain market dominance.

Internet analyst Jie pointed out that the 3C products gross margin is very low, the gap is not large, big appliances and open platform is the direction of Beijing east to profit, so Jingdong must hold everyone electricity this position. He believes that the Beijing-East technology and logistics system is relatively advanced, only from the logistics to save money, it is possible to deal with the next year's Life-and-Death price war.

Ruzenwang predicts that, given the capital reserves of Jingdong and Suning, the campaign will hit at least until the end of next year. "It's certainly not enough to take out 35 billion to consume." "He believes that suning in the field of large home appliances return to the high, a year down the cost of 400 million-500 million yuan, the capital is also more than Beijing East abundant." However, Jingdong logistics and technology than suning strong, so it will be a tragic war.

For the future competition pattern of electric quotient, Ruzenwang pointed out that the second half of next year, in the open platform of the electric business model, the status of the cat has no one can shake, while the big appliances and 3C category of the struggle will be suning and Jingdong two election, the other Xun, Gome Online mall are eating small share. Finally, Jing Dong or suning occupies 50% of the share, the pattern will be determined.

East Brother is playing word games

For Liu declared "everyone electricity in the next three years to maintain 0 gross margin, the price is cheaper than suning gome 10%", a number of home appliances industry veteran to reporters out of the mystery.

According to the introduction, whether it is Suning, Gome or Jingdong, in the sale of an electrical appliance products after the profit gained from two parts, one is the sales price minus the purchase price of the "net sales difference", the other is the supplier to the sale of return points. People who are not familiar with the retail industry of household electrical appliances generally feel that the first net sales difference is the total gross profit of the channel trader, in fact, the net sales difference only accounts for half of the gross profit or even less. To make a simple analogy, Jing dong from a certain color TV manufacturers to 1000 yuan per Taiwan price into a group of color TV, in accordance with the current household electrical appliances 7%-8% Net sales difference calculation, Jingdong may sell each 1080 yuan, but in addition to 80 yuan net sales difference, color TV manufacturers will return to the East Jingdong purchase price of 5 points to 7 points, That is about 70 yuan. According to Liu, Jing-dong in the next three years, although abandoned the net sales, but will not "0 gross margin", because there are manufacturers to return points. As for "Suning, Gome stores cheaper than 10%" is a word game, now all home appliances electrical appliances Commodity prices are cheaper than the physical stores 10% to 15%.

This reporter Li Bin zhu Jian wo