Electric Dealer price war continuously phone-in when to profit?

A new round of electric dealer price war is in the making, but compared with the past, this time it is relatively quiet. Neither Jing Dong Liu, suning easy to buy Li Bin and other leading characters in the micro-blog of the words of war, there is no fight against the relative "you 0 yuan I am a", several even consciously staggered promotional time.

What the hell are these big electric bosses thinking? From the point of view of Jingdong, in the price war last August, ate a dark deficit, the natural to remain silent. While the other relatively small market share, since the Beijing East does not have a clear response, naturally appears quiet.

Eric Consulting data show that in the first quarter of 2013, the domestic sales of the main market share of consumers Shopping website: Jingdong Mall 43.4%, Suning easy to buy 11.2%, Xun net 5.4%, Gome online 3.8%.

Offline response

Several practitioners put forward their own views on the price war for electric dealers, a store chairman, co-founder Gege that the electricity price war is unhealthy, "electricity price war will cause an unhealthy ecological chain, to bring unhealthy consequences to the enterprise, also can not bring a good consumer experience." ”

Gome Online Chairman Guixian said: "This year it is difficult to show the situation of the active parity, but because the major electric dealers have formed their own promotional pattern, the main promotional nodes are almost the same, therefore, the electric business industry will gradually usher in intensive ' encounters '." "At present, Suning easy to buy 18th per month as" 0 yuan purchase ", and Jingdong's shop is also scheduled in the" 618 "shop, every month 18th seems to have become the day of the electricity dealers.

Subject to the impact of frequent price wars by electric dealers, major city department stores in China have had to launch their promotional activities in the past 6 and July.

Shanghai Huai Hai Lu Paris Spring recently held 20 anniversary of the promotion, the entire Hall designated Department of clothing 99 minus 60, open 2 hours full 99 minus 70, a number of Shanghai department stores plan to follow up; May 25, in Guangzhou friendship first throws unprecedented 9th major promotions, Guang Hundred, Tianhe City department stores, modern department stores have followed up, A number of Guangzhou department stores Group Promotions; Beijing New World department store launched the largest group of promotions, launched a new "99 minus 70", gold minus 60 yuan, send mobile phones and other activities, from 24th to 26th will also launch a more aggressive promotion.

But some retail insiders say traditional department stores rely on discounts to promote performance, not a long-term solution, consumers have been to discount sales have been dependent on and fatigue, shopping malls without promotions will not go to consumer shopping, in the long run, but the daily sales of shopping malls will form a vicious circle, not conducive to the development of consumer markets.

This must draw the attention of the power generation business.

What do you want from Jingdong?

Before entering the Jingdong store, I had to look at the latest news from Liu. It recently talked about the recent developments in Beijing and Tokyo, which said that Beijing would probably make a profit by the end of the year or one or two quarters next year. Liu said: "Not our design, is natural." It's time for investment and operation to see benefits. ”

In the industry's view, this year should be the key to the profitability of the electricity business year, and the major electric companies are indeed moving. Under such a backdrop, the two recent operations in Jingdong have been suspicious.

Logistics：

Recently, Beijing East launched the name "Speed Tatsu" four-day service to achieve three-hour delivery of goods, compared to the previous "211" twice times faster. But in the industry analysts see, Jingdong "Speed Tatsu" difficult to escape the fate of earlier losses. According to public information, the average logistics and storage cost of each order in Jingdong is about 20 yuan. In terms of human cost, because "speed Tatsu" needs to be sent by car alone, at least with a full-time driver, according to the open recruitment information in Beijing and east, a freight driver's monthly salary in 4000 yuan, one months, 30 days daily wages in 130 yuan. Does not calculate the research and development cost, only the logistics warehousing and the manpower cost already amounted to 150 yuan. "In other words, it takes at least 3 ' speed ' orders a day to make ends meet. ”

Ultra：

Jing Dong Senior vice president Xu recently said that in the Beijing-East store Celebration month, the participating products include Ultra and Flash Regiment. And Xu also said: "Jing Dong Ultra do not intend to earn money, all the high sensitivity of the competition category must be lower than the main competitors." Online business super products mainly to improve the user's shopping stickiness. ”

But at present the domestic food electricity trader ranked first shop chairman Gege appears not to be correct: "The traditional ultra is very profitable, otherwise the world's biggest enterprise is not the retail enterprise." "But there is no positive answer to the question of how a food dealer must sell some High-value products to make a profit."

A company that plans to make a profit has recently launched two consecutive businesses that are still burning in the short term, which may indicate that in a short period of time there is still no immediate need for a profitable business.

The price war of the American Electric Dealer

Electric dealers on the other side of the ocean are also reviewing the value of price wars.

The American electric dealer actually does not play the price war very much. On the one hand, the United States online shopping market has been more mature, the user's choice is more rational, the merchant also pays more attention to the input-output ratio, but is not only the sales volume, this is because the brand is more mature, the price is low also may not bring the sales the high speed growth, moreover the brand Merchant to the channel control is also relatively strict, will not let the

In the United States, the largest promotional period in black Friday, for example, in this time period for all business lines on the line at the same time special promotions, and one of the businesses can basically profit, reached the popularity and profits of the total win. But the domestic price war is not the system, the final result basically has the face has not the lining, even has the merchant proudly announces "Our activity period loss several billion".

This may be related to the popularity of E-commerce in the United States, in addition to the platform, the traditional enterprise of the electronic Business system to establish perfect. In the 2012 U.S. E-commerce sales rankings Amazon, Staples, Apple accounted for the top three, the traditional enterprise electric dealers occupy two seats, in the top 15 rankings, more than half from traditional brands and retailers.

And the majority of domestic traditional enterprises rely on the platform of electricity, these traditional enterprises from the establishment of electricity dealers are often its largest online sales channels. Apple and Dell have separately counted sales in the top 20 of the US electric dealer, and some clothing brands are selling as much as Amazon. This is the benefit of its online interaction, and its own web site will also provide more than the platform of the electricity business products.

But in recent years, as the economy continues to slide, the retail sector has been hit, the black Friday discounts have increased, and the popularity and profits of the past have ceased to appear, and Shawn Scow, the latest U.S. retail director, who has been appointed by Best Buy, even said the discounts were meant to win long-term loyalty.