Electricity dealer price war smoke

Jingdong CEO Liu recently the use of small tomatoes hype fresh channel, winning eyeballs countless. the Suning is easy to buy also frequently moves, hits the entire net the lowest price continuously, and indicated that will gradually carry on the line on-line same price. Amoy NET is the lead "frame", is willing to take out 250 million rebate concessions to support the electric business enterprise "about the rack." Gome 's online mall seems to have been wandering outside the bustling electric business circle. However, Gome said recently, to "let consumers know what is the real price war."

Gome: To shuffle the market thoroughly

Recently, some media reports, Huang Guangyu issued a "Xuan Iron order" to this year's online home appliances market thoroughly shuffle. Gome Online Mall general manager Handepeng recently said, "before the so-called price war, is not a real price war." To let the market and consumers clear understanding, what is the real price war, the market to a thorough shuffle. "The so-called real price war, is the best-selling category Low-cost, to ensure that the basic supply, return coupons do not add special restrictions."

Handepeng said that the so-called industry before the price war, most of the play gimmick. Some so-called low prices but the supply of a few or more than 10 units, consumers can not buy, and some call the price war, but actually in the virtual price, the price to the lowest, but no goods. Now the electric business industry rebate coupons are restricted category, this practice can not really let consumers. As a result, the Gome Mall coupons to promote the whole audience.

Gome has said that this year, the Gome Mall to achieve China's largest online home appliance retailer, the next two or three years to achieve China's online market share 15% of the development goals. It is clear that Gome Mall wants to reproduce the "price butcher" nature, to capture the market price of the right to speak.

Suning Easy purchase line same price

In this price war, whether it is suning easy to buy, day cat, Dangdang or Jingdong Mall, early in the first half of the war. Suning as Gome's old rivals, but also in advance to play the lowest price of the whole network slogan. Yesterday, the reporter learned from suning easy to buy, from August onwards, Suning will be strong push line with the same price, the establishment of line online under the combination of the actual operation model.

"Price war is not a lightning war, but a sustained war, consumption war, Suning easy to buy in before the preparation of this is a marathon, the price war, who can not hit suning easy to buy." "Li bin on the computer line on the same price to interpret, he believes that the same price is the line below the line." Most of the operators operating costs are not lower than the physical stores, much higher than suning easy to buy, plus the entire channel more than 20 billion of the procurement scale, the same price will establish a dual-line price competitive advantage.

According to Suning appliance (002024, Stock bar) released the first half of the results of the report disclosed that Suning easy to buy the first half of the sales revenue 5.28 billion (including tax), an increase of 106%, of which the two-quarter suning to achieve sales 3.36 billion, chain growth of 74%, April began the price war led by the effect

A Amoy desire to lead "frame"

In addition to suning easy to buy and Gome mall two big appliances giants outside, just in June, the price war in the electric business giants have also begun the action, a Amoy net even willing to lead the frame, and put forward will take out 250 million rebate benefits and the support of the Shangyo stand ads to supporting the electric business enterprise "about the rack."

Jingdong Mall CEO Liu recently on Weibo said: "The third to fourth quarter of this year will launch the largest, most tragic, the most comprehensive price war in China's electric business history!" "At the same time, he also sent a junlingzhuang to the chief of the various heads of Jingdong:" From today, whose price is not the lowest, who leave! "Then the Cat mall also announced the second half of the concessions measures, said" upfront investment 1 billion, not capped. ”

Liu's old opponent, Dangdang CEO Guoqing first time reply: "The electricity merchant who price is low, a Amoy net parity rate at a glance, do not need to be fooled." "He also set up a special" competition products adjustment group, found not the whole network of the lowest price directly downward.

Amoy net yesterday also voluntarily issued a statement said: "will provide free venues for the parties, promotional services, as well as the entire network live, and free for its audience to gather the scene to observe, monitor, comment and a key to share." ”

Expert opinion

The current competition means of electric quotient is very single

This shows that the electric business industry starting from April this year, ignited the first half of the price war, now it seems that the second half of the price will not reduce the heat. An e-commerce expert says at present, the one or two-line city is still the key market for major electric competition, but the three-line and four-tier city users are actually more sensitive to the price, in the third-line, four-tier cities, logistics distribution in addition to the price of the most important means of competition, in this regard, Suning, The traditional companies such as Gome have an advantage.

The expert even asserted that, from this year's home appliances business comparison, the power of the second half of the price war may be more ferocious than the first half. In fact, the fierce competition has allowed many electric operators to announce their departure. Large warehouses due to loss of shareholder confidence in the capital chain broken, was forced to suspend business in September 2011. Baidu and Japan Electric Business Lotte Multinational joint venture "Le Cool Days Mall" before the announcement, confirmed after the formal closure of Taiwan.

At the same time, the price war also makes the electric business industry generally in the loss situation. 2011 was exposed by the media there are more than 1 billion yuan in the loss of Jingdong Mall, the first half of this year has not seen the dawn of profit. Liu also admits that the first half of Jingdong mall business still loss.

The experts said that Gome proposed to the industry shuffle, in fact, is to rely on capital "burning Money", hoping to eliminate rivals through price war. However, he believes that logistics and after-sales service is the future of electronic business platform can break through sustainable factors. He also believes that the current domestic electric business competition means is very single, on the one hand, we need to guide enterprises to develop value-added services, encourage enterprises and manufacturers to improve profitability, on the other hand, the need to establish a standard industry entry threshold as soon as possible.