Electric Dealer "price war" farce Shing

Source: Internet
Author: User

Recently, there are media reports, the NDRC Price Supervision Bureau has recently launched a "price war" investigation. Preliminary investigations suggest that in the course of price war, there are electric dealers ' promotional activities suspected of fictitious price and fraudulent consumers. In these days, suning easy to buy, Jingdong Mall, respectively, issued an official statement to recognize the "management defects", and is willing to "actively adjust." At this point, the "abnormal" price war farce finally ended. After the storm, for the integrated type of electric business, should focus on how to clarify the future development strategy, and from the point of view of normative market, perfect market rules, create a good legal environment is also very important.

The whole category is not advisable August 15, Jingdong Mall, Suning easy to buy, Gome Online mall three home appliances business giant led the price war, for a time, "3 years Zero margin", "you dare 1 yuan, I will dare 0 yuan" and other remarks have been thrown. But in a few days, the price war will be over.

Recently, the certification for the "Jingdong Mall official authoritative information release" Sina Weibo "issued Jing Dong" issued a letter of apology, said due to the technical and operational difficulties and real-time volatility of prices, it is also not possible to achieve all large household appliances at the same point in all the lower than the commitment of competitors ", its statement," the company has developed a rectification program to improve operational management ”。 The same day, Suning also issued an official statement said, "for the National Development and Reform Commission of the investigation, Suning actively cooperate with the actual implementation of promotional activities in the process of the existence of some of the management flaws, we will actively adjust." ”

Price war originally is not advisable, the two electric business official stance, also calculate to everybody an account. Compared to the big price war, the three major electric dealers several other integrated electric business platform of the attitude is quite calm, such as Alibaba Group in 8.15 before the war, Taobao, Cat will not participate in price war, and as the group's subsidiary, "a Amoy net" only participate in the Battle of parity.

In addition, Dangdang CEO Guoqing to the price war more thoroughly, he said in an interview with reporters, "This is a fake price war." There is a common problem in Beijing-east and Suning's easy to purchase: Want to make large-scale, try all category all. However, an E-commerce Web site if everything is sold, the whole category of combat, is to find themselves in trouble. Enlargement does not mean that there is a procurement advantage, Jingdong Mall's plan is to fight through the size of competitors, and then improve profits, but this is not desirable. ”

To clarify the future development strategy for businesses, only profitability can survive, only good products and services to enhance user stickiness. The sheer size and price will eventually disrupt the market.

In Guoqing's view, the most important thing for the electric business platform is to clarify the future development strategy, if there are sufficient advantages in several subdivision areas, can also live well. "10% of market share is a safety valve, it is not safe to reach." If the single category can account for 30% of the share, it will be able to stabilize the industry's top three. But Dangdang does not blindly pursue what industry to do the top three. ”

Reporter learned that the book started the Dangdang, the future on the one hand, the mother and child, clothing zoned for strategic category, on the other hand also very optimistic about the development potential of their own brands. Guoqing says, "The profit space of own brand commodity is big." At present, "when excellent product" of its own brand products are mainly concentrated in the field of clothing and home textiles. Our own brand requirements, first, is the high-end; second, the price must be the local high-end brand of 50 percent-70 percent. Even so, gross margin can do 50%. Deduct the backlog and so on factor, own brand net interest rate still can reach 30%. ”

For businesses, the natural is to the healthy profit direction, and for the entire electrical business environment of sustainable development, but also want to have specific laws and regulations to standardize the price of electricity dealers. According to CCTV reports, the development and Reform Commission related people said that E-commerce belongs to the emerging industry, price behavior is not standardized, the next step of the NDRC will organize special investigation, the development of "E-commerce Price behavior Guide" to improve market rules.

In addition, from the consumer's point of view, how to judge whether the business propaganda information is true, this also needs to establish the relevant system to standardize. Industry insiders said, "to deceive consumers to earn revenue is shameful, but also will make their own defeat." Information asymmetry, consumers do not know whether the propaganda information is true, marketing means fraud. It is therefore important to establish a transparent system of information monitoring and disclosure. ”

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