Electric dealer price war "cheat" bomb how to win the future

The "Electricity merchant price war" has caused the supervisory department to attach great importance, and began to intervene the investigation. Yesterday, the National Development and Reform Commission price supervision and inspection and anti-monopoly Bureau of the relevant people said: "According to initial investigation, the price of electricity dealers in the process, the sale of electricity dealers suspected of fictitious price, fraud consumers." ”

Yesterday, Su Ning also admitted that the internal inspection found that there are some operational norms in the electricity price war, and expressed support for the National Development and Reform Commission to investigate the price war of electricity dealers. Beijing East said that respecting the NDRC's investigation, the evening for the electric business war apology said: not fully realize the lowest price commitment.

Price wars are being fingered by consumers

August 14, Jingdong CEO Liu the first in micro-blog said, Jing Dong everyone Electricity "three years 0 gross margin", all of us electric guarantee than the Gome Suning chain cheaper than 10%, will send staff stationed in Suning Gome store.

Then Suning, Gome have to challenge, Suning easy to buy executive Vice President Li Bin 4 o'clock in the afternoon response: "Suning easy to buy all products price is necessarily lower than jingdong, any netizen found suning easy purchase price higher than Jingdong, will immediately adjust prices and pay." "Gome Vice President Yang Night 10 o'clock to join the price war, and said:" Starting from August 15 9 o'clock, gome online mall goods prices will be 5% lower than Jingdong mall. ”

August 15, Beijing-East, Gome, suning three major electricity price war officially started.

However, the commitment of the electric dealers in the price war did not cash, was accused of "light thunder and Rain", "fooled consumers." And the media summed up the "price war" four "crimes", for example, many netizens reflect that the merchant has no actual goods, fictitious original price, that is, the actual promotion price is higher than the lowest price of the transaction within 7th; failure to fulfill the "0 margin" commitment, Jingdong said that all the electricity will be in the next three years to maintain 0 gross profit. However, according to the relevant department spot check 15 kinds of products show that the gross margin of these products up to 4%, up to 22.43%, even if the highest gross margin after promotion to reach 10%;

Some of the data in Amoy network is inaccurate

Media reports said the national Development and Reform Commission has made a penalty decision on the price war between Jingdong, Gome and Suning. In this regard, the national Development and Reform Commission News office related to the official told the newspaper Reporter: "Online about this matter a lot of rumors, there are some cases are not true, we are actively preparing for a positive response." ”

According to CCTV yesterday, the National Development and Reform Commission has said that a Amoy network in the course of the electric business, the initiative to collect three home appliances business price data, but the survey found that a Amoy network published some of the data is inaccurate.

Specific conclusions not yet determined

"These days, the price Supervision Bureau sent a special investigation team has entered the enterprises to conduct inquiries." The National Development and Reform Commission price supervision Inspection and antitrust bureau related Personage said, according to the procedure, this investigation will experience the inquiry, the hearing and so on procedure, the concrete conclusion and the fine amount may not soon be released.

"The Ministry of Commerce responded to this in August when the electricity traders went to war. "Yesterday, Ministry of Commerce, the Department of Circulation and Development in the interview, said that the implementation of the" Third-party E-commerce trading Platform Service specification "Clearly put forward:" Third-party trading platform at the same time using its own platform for online goods (services) transactions, should not collude with each other, using their own convenience to manipulate market prices, Damaging the lawful rights and interests of other operators or consumers. ”

The process of electric dealer's brawl

August 14

Liu announced that Jing Dong everyone electricity 3 years 0 margin guarantee cheap 10%, provoke price war, then Suning, Gome Challenge.

August 15

Electricity dealer price war, suning appliance midday announcement Overweight 1 billion, Liu said intelligence agents settled in Suning Gome, Gome, 6.94%.

August 16

The Ministry of Commerce in response to the price war, said enterprises should perform good social responsibility, Gome said continued price war, Suning said to increase 500 million resources to ensure that the 3C floor.

August 17

Gome Su Ning 3,400 Home line store counter Beijing East, Daiju Dongweibo Response said stop price war is misreading.

August 18

Ministry of Commerce said, will develop e-commerce marketing operating norms.

August 20

Suninkingdong said the price war would be extended to all categories.

August 22

Liu said the price war would be over for a while.

August 23

Suning Tesco executive vice president said that the electric war is not the end of who said. Gome Wang Junzhou said that Beijing East played a pseudo price war.

August 30

Jindong and Daiju East ratio growth, price war into a war of words.

September 5

A preliminary investigation by the National Development and Reform Commission says electricity dealers are suspected of price fraud. Beijing East apology known as the full realization of the lowest price commitment, Su Ning said that there are no norms in the electric business war.

Corporate response

Beijing East apology: not fully realize the lowest price commitment

Jingdong Mall in the evening issued a statement of apology, Beijing east of the overall category of electricity for the negative gross profit margin, but a small number of goods did not realize the commitment of zero margin to consumers, and due to technical and operational difficulties and price fluctuations, can not achieve all large household electrical appliances at the same point in the lowest price

Jingdong Mall PR Personage said, will have been actively cooperating with the NDRC investigation, respect the NDRC's investigation results. Beijing East Evening issued an apology statement, accepted the National Development and Reform Commission price supervision and inspection and antitrust Bureau of the 815 promotional survey. and has been under the guidance of relevant government departments to develop rectification program to improve operational management.

Su Ning admits: There are some nonstandard operation

"Suning will actively cooperate with the National Development and Reform Commission of the investigation, overall, suning strictly fulfill the double replenishment and other promotional commitments." Objectively speaking, in the promotion of the actual implementation of the process of Su Ning there are some management flaws, we will be in accordance with the relevant requirements of active rectification. "Suning Chongqing, said yesterday that the results have not been finalized, Su Ning will be in the internal self-examination, follow-up work will be strictly implemented in accordance with national regulations.

and Suning Electric Appliance Group vice Chairman Weimin said, Suning group in response to some of the internal inspection found that in the recent electricity price war in Suning there are some inadequate operation of the standard place.

Xun smile: Did not accept the NDRC investigation

Interestingly, before the price war in the drums of Tencent Electric Shang did not accept the NDRC investigation, but still to the reporter issued a statement, welcomed the government regulatory authorities to intervene in the regulation of electrical business order.

Xun CEO Bu Guangzi said he had pointed out at the beginning of the price war that the price war was a marketing scam that fooled consumers. Price war as a way of marketing, in a certain period of time will exist, but the goal should not be Bo eyeball, do gimmicks, but with real low-cost and quality services to rob the market.

Lawyer says

Fine amount difficult to judge probably hundreds of thousands of

Hu Gang, a lawyer at Chaoyang law firm in Beijing, said that in accordance with the seventh provision of the administrative penalty for illegal price offences, which was amended in 2010, "the use of false or misleading price means to entice consumers or other operators to trade with them is ordered to correct and confiscate illegal income, And a fine of less than 5 times times the illegal income, and no illegal income, a fine of less than 500,000 yuan under the 50,000 yuan; If the circumstances are serious, it shall be ordered to be closed for rectification, or the Business Administration office may revoke the business license. ”

Yunting, a partner and lawyer at the Shanghai state law firm, said in an interview with a commercial newspaper that the case was complicated and that it was difficult to judge the exact amount and the amount of the fine. Because on the one hand several electric dealers did not follow the propaganda, but on the other hand, they have fulfilled the promise on some goods, "the punishment should be calculated according to the illegality, but now it is difficult to identify the illegal income." Yunting estimated that the final penalty, the amount may be from tens of thousands of yuan to hundreds of thousands of yuan. Hu Gang also believes that the NDRC may be treated in the light of previous Carrefour price fraud, with a fine of $ hundreds of thousands of per home.

News depth

Who's the winner? Overdraft Future No winners

If a hero is judged by success or failure, who is the winner and who is the loser at the end of the price war?

Vendor Not online

From August 15, the price war, Haier, Changhong and other well-known brands of household appliances have been released wind, will terminate the cooperation with the electric business channels. Yesterday, a number of brand-makers also said that the brand's new products or before the introduction of Trump products, are not considered online sales.

Zhao Guilin, general manager of the refrigeration Products Sales Co., Ltd. of Chongqing, said: "The United States has just released 2013 years of 33 new air-conditioning products, but these new products we do not consider to enter the electricity business channels." And Skyworth Chongqing, the relevant responsible person also said that the new product temporarily do not consider online sales. Lu Guanlie, a spokesman for the grant, said: "There are frequent price wars in electric business channels, and we need to stop if the business environment is to be undermined by malicious competition." ”

Yesterday, Jasonwood e-commerce operations in the micro-blog announced, Jasonwood decided to exit Jingdong Mall open platform. Recently, Jingdong Mall open platform in the Mallavi, Evely, akseries men, etc. also said due to warehouse adjustment, system failure and other reasons to stop shipping. In this respect, Jingdong Mall said yesterday that the Beijing-East 300 to send 1000 of promotional activities have already been agreed to the merchants, the choice of the next shelf and the suspension of the shipping business is actually under the threat of "friends" after their own operation, not the east of Beijing.

Price war is overdrawn future

Famous It commentators, Yahoo China's former general manager Xie that the price war, no winners, all the losers, because "market share unchanged." Even if sales have changed, he says, several companies have spent a lot of bullets.

Xie that, the most miserable to the number of Jingdong, the price war shows the leadership of the Beijing-east immature, dishonest. "Su Ning, Gome won?" Also did not win, the challenge also followed by punishment. Xie says suppliers and traditional physical stores are also losers. Although the supplier announced the departure of Jingdong Mall, but online sales are still the general trend.

"In the Electric Dealer price war, the aim of the Beijing-East is to go public, and Suning Gome's purpose in addition to" Smash the field "outside, take this to each behind the online store is undoubtedly the biggest driving force. "Chongqing Institute of Network Marketing, vice president of the Yang Aixiang of the business newspaper reporter Interview analysis, price war, more and more negative effect has already appeared."

The head of a business enterprise in the media interview said, "Price war a dozen profits are bound to be diluted, if not dozen, even loss of" opportunities "are not". Companies to maintain market share and passively involved in the price war, is actually in the overdraft future. Profit margins continue to be diluted, will inevitably affect the healthy operation of enterprises, to curb the enterprise in the innovation and management of investment, resulting in quality and service to the enterprise to compress costs, the ultimate damage is the long-term interests of enterprises.

Hurt who? A bad business is an industry tragedy.

Who has hurt the price war without a winner? Some electric business believes that price war will not only drag the entire industry into the mire, if the continued spread will squeeze dealers and upstream manufacturers profit space, and then affect the healthy development of the industrial chain.

Honesty encounters consumer questioning

Jing Dong, Suning, gome three price war dozen inextricably, and a tens of thousands of netizens participate in the micro-blog "Spit Trough" Congress also carried out in full swing.

August 16, Liu has issued micro-blog said: "No patience with suning 10 yuan 10 yuan price, today 11 o'clock in the morning to 12, direct distribution of" 2000 minus 300 "and" 3000 500 "big home appliance coupons, step! "But the netizen seems completely does not get Liu" sentiment ", as of press, this micro-blog was reproduced 18,084 times, in 15,501 messages, more than 80% netizens" spit trough "mainly focus on the first price discounts, most products show no goods and customer service at random cancel orders.

Chongqing Jiangbei District Xu in the acceptance of the commercial newspaper reporter said: "I fancy a few cameras, the result in addition to Su Ning easy to buy, other electric business platform has no sales, and then a comparison, found that the electricity quotient coincidence of merchandise is very few, this is equal to White said." ”

Well-known it commentators, Yahoo China's former general manager Xie even remind consumers of dishonest companies, do not buy his things.

"If the electricity dealer price war stops abruptly, the three big Giants may also be able to enjoy the price war to the greatest extent to bring the" eyeball "effect, once the price war continues, appears to raise the public attention degree, but the damage will be the electric business enterprise own long-term establishment market trust degree." "Yang Aixiang, deputy dean of the Chongqing School of Cyber Marketing, said.

Applause Worm

"The NDRC investigates, at least later, that these electric dealers do not dare to nonsense, disturb the market competition order." "Xie that as the Internet enterprise Old succoured conventional price war, and false propaganda, the industry is a great sorrow."

"Is this the right level of investment?" Fooled the user, loss of goodwill. Xie said, if the electricity market share unchanged, Beijing and east continue to serious losses, the timing of the listing will become elusive. "If the IPO is not possible, how long will the remaining funds last?" ' Investors will count this, ' said Xie, ' to keep investing or to go bankrupt.

"Why do people do business abroad, we are doing so." Xie Think, Jingdong Mall so a little sword walk slant. Although the surface Fengfengguangguang, more and more users, is actually applauded not draw, a bit worm feeling, normal enterprises will not be so. And some electric business enterprises are worried that the continued spread of price war will squeeze dealers and upstream manufacturers profit space, and then affect the healthy development of the industrial chain.

Xie that, for suppliers or traditional businesses, no matter what the outcome of the war, the long-term need for a more positive and healthy strategy to deal with E-commerce, find a way to settle down. Xun Network CEO Bu Guangzi also believes that the domestic electric business industry to rely on price war model can not be sustained. He suggested that the electric business industry should pay more attention to the health of business model and the final value of consumers, improve the threshold of competition and technical content, not only to price, but also to compete shopping experience, logistics, after-sale and other soft power.