Electric dealer price war: Big manufacturers see the Recruit and the gods fight civilians suffer

51 sales season has just ended, a number of major electric dealers in a new round of price war again. In just two days, the days of the cat, Suning Tesco, Jingdong Mall has announced a comprehensive promotion, involving the amount of subsidy over 1 billion yuan. However, "war" http://www.aliyun.com/zixun/aggregation/7575.html "> Electric sales promotion, is destined to be a" celestial war ", a strong brand manufacturers or agents may pass flexible channel strategy, Expand sales or eliminate inventory, but the affected is always not have the right to speak of small and medium-sized agents, "price war will eventually eliminate two or three agents, especially in the field of 3C consumer electronics." "Hing Long letter Tatsu Chairman Lei no doubt his own judgment, however, the traditional channel agent system of real change, probably still wait until the price of the electricity dealers and dust settled site."

Small and medium-sized manufacturers, agents profit is squeezed

The cat took out 200 million yuan to subsidize 3C digital appliances sellers, Jingdong Mall announced that in May and June two months to invest 500 million yuan, Suning will be in the May 16 to May 18 to invest in the amount of 400 million concessions ... These days, several major consumer website "price war" propaganda let many consumers in the heart of "long grass", but for some small and medium-sized home appliances manufacturers and two or three agents, it is undoubtedly a "bad news."

"Jing Dong and Su ning all request us to give their price is the lowest price, this lets us very embarrassed, especially when they all claim to do the whole net lowest price, requests us also to let a part, this lets us not much profit lower." "On May 8, a second-line brand maker spat at the IT Times reporter," he said.

The situation is even worse for some level two or three agents. Traditional offline channels in E-commerce is not developed at the outset, the use of different regions of information and price differences between manufacturers and consumers to become a logistics platform, capital platform and sales platform, "earlier some level two or three agents than the first level agents to live well." Lei revealed that in the early days of the electrical business, many goods were supplied by agents. However, as business becomes more and more good, more and more of the Electric Company's website chooses to cooperate with the manufacturer or the national agent (first level agents), two or three agents to survive the space is gradually squeezed, "price war began, the electricity supplier price more sensitive, no special preferential price of the level two or three agent, gradually squeezed out the supply channels, a few years later, If you do not change, it is possible to completely disappear. ”

Big manufacturers See the Recruit

Compared with weaker small or medium sized manufacturers or agents, the strategy of large manufacturers is much more flexible. Because the product line is relatively long, this lets them in response to the electricity supplier to the low price supply request, may the full free diversion.

Also is "the official flagship store of the United States", is also a Kfr-35gw/dy-ib (R3) model of air conditioning, May 9, "It Times" reporter at the same time in the store cat and Jingdong Mall two branch inquiries prices, found the former price of 2649 yuan, the latter price of 2899 yuan. is Jingdong Mall more expensive than the sky cat?

An industry personage pointed out, cannot according to a certain product to judge which appliance merchant price war strength size, in fact, this is only the manufacturer's one kind of strategy. "This product may give this appliance merchant today the price is lower than other merchant, but tomorrow another product will give higher." But the general is the same, this is a strategy, skills, the manufacturers generally profit is the same. ”

He also said that in response to the various electric dealers for low-cost "desire", manufacturers will usually distinguish between products to different electric dealers, such as a, B, C model sales in the east, D, E, F model in Suning easy to buy sales. For the electrical business, "it is not possible to specifically understand a particular brand of a model." ”

Lei revealed that at present, some major brands are exploring how to control and standardize network channels. For example, and Jingdong Mall signed a cooperation agreement, commitment to supply in accordance with the unified wholesale price, but the BoE must accept its price control, not free price; For example, you can give the cat a certain market promotion resources, or individual product model support alone, but do not agree to the whole line of products are reduced price, or acquiescence Jingdong Mall at nine o'clock in the evening began to But the original price must be restored during the day.

Ningchen Home Appliances Franchise stores are dedicated to do online sales of a company, the company's owner revealed that they take the price strategy is the model difference.

Still a bullish national agent

"It doesn't affect us at all. "May 9 night, responsible for a number of domestic and foreign mobile phone brands at the level of a representative of the internal agent Guo (a pseudonym) told the IT Times reporter." For this master Motorola, Samsung (micro-Bo), TCL (micro-bo) and many other brands of dozens of models of mobile phone sales agents (also known as the state agent), the price of the home appliances business for their interests without damage, "after all, we are relatively strong." ”

Generally speaking, such as the state-generation business, will only come up with some slow-moving machines to participate in the special activities of the electric dealer, after all, online channels do not have the line of the store rental costs, promotional staff and other fees, prices can be done very low, and thus quickly drive sales. As for the best-selling machine, "rarely let the electric dealers are their own loss promotion." ”

To a certain extent, the electric business website and other agents, are the dealers of the national agent. Sony Home Appliances Shanghai Store, a person in charge, this let the state agent in front of the electric power to appear more emboldened, if the electricity business requires the channel to reduce the price, the channel can not give the home appliance manufacturers to go elsewhere. Guo told the IT Times reporter, just a few days ago, they have just given a big chain stores broke, because the other side strongly asked them to participate in 51 promotions, and assume a certain amount of concessions, both sides did not talk about, "I will not give him new goods." At last, he was in a hurry. ”

"At present, several electric dealers are still far from the absolute monopoly of the market position, so the price war on the entire channel's impact is far less than the line of Gome, Suning, only to fight to the last, the rest of the standing, in order to slowly negotiate with the manufacturer." "Lei thinks. "After about two or three years, we will have a new change after the final dust settles," he said. Guo doesn't seem to be in a hurry.