Electric Dealer price war is not only on the online Gome suning store head can be picked up cheap

The electricity merchant price war spreads from the line to the offline physical store.

Yesterday, Gome's more than 1700 entities stores all the merchandise began to maintain line with the same price, a full range of all-round to the Beijing-east to launch the battle. According to Gome said: "This line of price war, is to break the myth of lower prices, until the Beijing-east voluntarily surrendered vertical white flag." ”

As early as August 15, Suning appliances (002024, shares bar) announced: August 17 9 o'clock in the morning, the national Chiu Yujia stores will be synchronized online price of the largest one promotion.

Facing the Beijing-East aggressive offensive, once fought the death of two electrical chain giant Gome and Su Ning this time stood in the same trench.

Chongqing Evening News reporter Wanli June intern Longfan Photography Report

Ad first in the Battle of price

"Suning South Ping West Road shop and Kwan-Yin Bridge shopping mall 8.17 crazy Rob 3C", "gome National 1700 stores online network under the same price", "COLOR TV straight broken Net Price" ...

With the national synchronization, the Chongqing area Line War first from the newspaper advertisement. Opened yesterday's Chongqing Evening News and other mainstream newspapers can be seen in Chongqing, Gome and suning in half version, the whole version of large advertising began bombing. "Online parity, shop orders" and other eye-catching words are put directly to the top of the advertising position.

Chongqing Gome even directly in the advertisement played a few electrical lines under the line price comparison: Skyworth 32e55he, net price 1749 yuan, gome price of 1699 yuan, TCL color TV l55f3300-3d, net price 6799 yuan, gome price of 5990 yuan; Hisense Color TV Led50k310x3d, Net price 5399 yuan, gome price 4899 yuan ... (All rates are as at 14 o'clock 16th).

Low price promotion effect is remarkable

Advertising play lively, the actual effect?

Yesterday morning, Chongqing Evening News reporter specially to this time line price war main battlefield Guanyin Bridge of the United States and Suning. Into the new opening of the Guanyin Bridge gome Citic flagship store, found that customers in and out of a lot of electrical appliances are playing special, compared with the internet has advantages. Chongqing Evening News reporter with Apple ipad 2 tablet computer (16G WiFi version) as an example of comparison, found in the United States, white for 2828 yuan, black sales of 2836 yuan. Immediately with the mobile phone on the Beijing-east contrast, found at this time the price of Beijing East is 2988 yuan (white need to book, Black has spot). and Dangdang This product's white price is 2899 yuan, the black sells 2998 yuan (sends the value 280 yuan six sets), the bowser net then sells 2859 yuan.

Then the Chongqing Evening News reporter came to the street opposite the Suning Guanyin Bridge shop. HP Notebook G4 contrast, Suning sells 3269 yuan, Jingdong price is 3275 yuan. Dell V04B Mobile phone contrast, suning price is 1589 yuan, Jing Dong is 1599 yuan.

Several times compared down, found that the first day of activity offline, home appliances stores or a lot of work, many electrical prices are cheaper than online. However, gree a 3P cabinet-style air-conditioning price, online or cheaper 140 yuan.

The yell of home appliance stores, it seems to be effective. As of 12 o'clock noon yesterday, Chongqing Gome announced a half-day sales growth of 70%. At 7:30, the figures show that Gome stores are up more than 4 times times more than usual. One of the color TV growth 320%, computer growth 507%, air-conditioning growth 340%, mobile phone growth 436%, kitchen and health growth 326%, the overall growth of 415%.

At the same time, Suning's performance is also higher than the previous few days.

Gome: We give the Jingdong intelligence a bag of meals.

Yesterday, Gome issued the "maintenance of market order, promote the healthy development of the industry" proposal, called for resistance to peer abuse, mutual undermining of the irrational competition, advocacy to protect the interests of consumers and suppliers.

This is said, but Jingdong may have really upset gome this time!

In the early release of "Jingdong Dare to sell 1 yuan, gome entity shop sold 9 cents 5" After the ruthless words, yesterday, gome to all store staff issued a "Jingdong price" list, listed above Jingdong Mall related commodity prices. "Jingdong price" one hour to change, as long as the discovery of expensive east of the goods, Gome will immediately adjust the price of goods in the store.

There is also a more Liu stationed in the "U.S. and Soviet Price intelligence agents" action, the United States said: we give them a daily meal fee. They are also signed a personal accident injury contract, set up in the store "Jingdong Intelligence Office" to ensure their personal safety.

Chongqing Gome General manager Song yesterday also said that the United States welcomed the Beijing-East intelligence agents to work, they will be friendly treatment. Gome's staff will also answer questions if they are in doubt.

For their own actions, Gome vice President Yang said: Rivals should also respect each other, the competition can not be emotional, the peaceful competition.

Liu: I'm waiting for Su Ning to follow up the price war

Yesterday, in response to media said "Liu to stop price war", Jingdong boss Liu through Weibo denied, and insisted that the price war will never end the day. Liu also released Hao Yan: 16th Jingdong issued more than 200 million coupons, has been waiting for suning follow-up. ”

Yesterday, the media said Liu in an interview that the price war is inevitable, but now this is a vicious price war, "if this goes on, not three months three will die", he declared that the war has ended.

Chongqing Evening News reporter yesterday the first time to Jingdong Mall PR, the latter said this is misreading. Later, Liu on Weibo, denying the report, and insisting that the price war will never end the day, is now only just begun.

Since this round of price war, many consumers in the online reflection, Jingdong and suning easy to buy the same products are very few, simply can not parity. There are slow delivery, out of stock phenomenon occurred. In addition, many consumers feel that the price of large electrical appliances online is not cheap.

In response to the above query, Beijing East said yesterday, as a result of the August 15 sales of hot, Beijing and east appeared some of the large household electrical goods out of stock situation, is now full complement. As for the online large appliances cheap, Beijing East said to use data to speak.

Commerce Department says it will develop "business code for e-business Marketing"

Recently, the electricity merchant "price war" causes the social hot discussion. Wang Desheng, deputy director of the Ministry of Commerce Circulation Development, said 17th that the issue of "price war" in the Ministry of Commerce has been issued in the "Third party trading platform Service specification". In the future, the responsibilities and obligations of all parties to E-commerce transactions, in addition to the relevant laws and regulations to improve, in the relevant standards should also be refined and supplemented, "E-commerce marketing operating norms," and other standards have been included in the formulation of plans.

It is understood that the "commercial area of standardized management measures (trial)" issued on May 8, 2012, and the official implementation of July 1. Xinhua

Three-dimensional business war rewriting Chinese commercial history

The Beijing-East and Gome, Suning war has been carried out for 4 days, still no sign of ceasing. In fact, this is a rare Chinese commercial history of the three-dimensional business. The reason why the three-dimensional, because this business war contains the line parity, offline bargain, microblogging marketing, capital dark War and other aspects of all-round fighting.

Why did Liu hit the line?

According to Liu, Suning easy to buy and Gome online mall profit space is not big, no play price war space. and "Suning, Gome store big household appliance gross profit margin can reach 25%." The goal of the Beijing-East price war is to reduce its 25% gross profit margin to 10%. The practice of recruiting 5,000 of store-intelligence agents is Liu to come up with the only way to reduce the price of its stores.

It is noteworthy that Suning Gome's profit strength in the electricity, and everyone electricity in jingdong sales accounted for only 10%. Liu's approach, like the one used to use books earlier this year, was similar: using a relatively weak category, to cause great trouble to competitors and even to bring down competitors. And because of its small size, its price war loss can also be controlled. What effect will this fight have on Su Ning and Gome? Liu's answer is very easy: "Big household appliances are the most lucrative category of the Gome Suning, if you do not make money to turn off the physical store, what do you keep?" ”

Bare Secret, a field bogey horse racing version.

Why did Liu Dare to provoke a price war?

Liu said, the supplier has long been the Gome suning entity store "oppression": for example, the annual physical stores will have decoration, decoration costs are suppliers out. There are also exhibits and losses, which are unavoidable costs for suppliers. And these, to E-commerce as the main Beijing east is not a pressure.

Liu revealed that gome Suning's large household appliances cost is about 22%, while the Jingdong is 6%. "One of my big appliances, operating costs, including distribution, logistics costs only 96 yuan, and in the 15% cost gap, we can make money." So, even if the gome has been lowered, I will continue to play. ”

To their own long attack the enemy short, Liu is tricks.

Why Liu to provoke a price war at this time?

Xun Network CEO Bu Guangzi said: "This speculation is to make the other side can not smooth financing behavior." ”

Some analysts say the timing of Liu is actually very accurate. Before the war, Su Ning through the directional additional financing 4.7 billion yuan, August announced the issue of 8 billion yuan corporate debt financing plan. Together, Suning shares plunged, Jindong may have to take more equity as collateral, otherwise they will fall into the financial difficulties. This trick, perhaps really hit Jindong's life gate. Therefore, Su Ning has an urgent announcement to increase the stock 1 billion yuan move. The result is Suning stock price first pull trading, and then quickly fell back.

A senior PE executive with close contact with Jingdong Mall revealed that this time Jing dong is seize the opportunity to short suning, on the one hand may try to squeeze Suning's market share, reduce suning valuation, while raising the value of Jingdong to attract two of financing; On the other hand, may want to make bad news to lower suning price, Reach a deeper level of intent. Zhou, an analyst at China's E-commerce Research Center, also said the goal is to go public now, or it may be hard to find a successor. "At this time Jing Dong if can put suning dozen go down, will be advantageous to the listing." ”

And Su Ning is not good phase, and its rise to counterattack also make Liu IPO plan had to declare "no consideration".

Therefore, the battle seems obvious, behind the struggle for capital.

Liu's propaganda cost geometry?

All kinds of signs that the home appliance business price war may be a marketing hype.

The news of the price war, Liu not spend a penny, only in micro-Bo moved the mouth, became hot. As of 8 o'clock, the Beijing-East Suning's two "declaration of War" micro-blog has been reproduced nearly 140,000 times, comments also up to nearly 30,000. Events outside the Xun, when, a Amoy, and so also from aloof into looting, through micro bleomycin face. A war that was originally a battle of words, but almost attracted the online internet, offline retail, investment and finance, and other capital sectors of the industry all the eyeballs, and marketing costs are extremely low Weibo, without exception to become the big speakers of these bosses.

Do you want to do it without money?

Public opinion space the noise of the horizontal fly, there is always time to stop. But it can be expected that, or because of interest-driven, or to capital borrowing, the three-dimensional commercial war will rewrite history, and into the annals of China's commercial war.