Electricity Dealer price war war from line to line

Yesterday, Suning Gome all said to be in different forms to achieve online products at the same price. The electricity merchant price war's war is spreading from the line to the line.

"It's good to burn the line."

Prior to this, Suning appliances (micro-BO) on the computer communication products implemented online with the same price, the traditional home appliances did not include the line below the same price range.

Suning Appliance announced yesterday, in addition to computer and communications products, the Beijing region's traditional home appliances best-selling brand models will also be implemented online with the same price.

"The flames have been burning from the line to the bottom of the line. "This is a good thing," said the head of the Suning Beijing marketing department. ”

As to whether the price war has an impact on suppliers, Suning electric Beijing marketing Department, said the relevant person, pricing power is still in the hands of suppliers. Suning to line up the same price move is not temporary, one months ago with the supplier ditch passed, the two sides share the return point of promotion.

According to the data provided by Suning appliances, as of 15th 18:00, Suning easy to purchase the number of visitors to the site increased by nearly 10 times times the same period last year, page browsing volume increased 12 times times, while the overall sales volume grew 10 times times year-on-year.

However, the 10 times-fold increase in sales has failed to prevent Suning's share price fall.

In the yesterday's big shareholder overweight, Suning shares strong turn red. Yesterday began to fall, by 4.48%, to $6.18.

In contrast, Gome's shares rose 2.985% per cent to HK $0.69.

Gome: Receiving Price reports

Beijing Gome General manager Liu Yonggang told Beijing News reporter, will use "online parity, shop under single". All products will participate in the war with Jingdong, the whole country, the line will be implemented under the same price.

Gome also said that the acceptance of price reports, once the report store prices above Jingdong mall is true, will reward consumers 1000 yuan.

War party

The alleged frequency is out of stock in Beijing east

The price war will become the norm in the future, said Jing Dong.

Beijing News (reporter Liu Xia) in the "wool" of the query sound, the price of electricity dealers entered the next day. Yesterday, in response to "slow delivery, out of stock" and other netizens questioned, Beijing east to our correspondent said that, due to the August 15 sales of hot, Beijing and east appeared some of the large household electrical goods out of stock situation, is currently in full supply.

Beijing East responds to doubts

"Price war" since, many consumers in the online reflection, Jingdong and suning easy to buy the same products are few, simply can not compare. 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.

The price war will become the norm in the future, Jing Dong believes online channels will become the mainstream consumers buy large appliances, the majority of consumers to go online to buy large appliances, because the line channel price is lower, and consumers, regardless of whether on-line or offline channels to buy large appliances, distribution, installation and after-sale are undertaken by Third-party companies, So the service is exactly the same.

As for the online large appliances cheap, Beijing East said to use data to speak.

More electricity dealers follow up

In addition, yesterday, Jingdong CEO Liu continued the previous active offensive. Early this morning, he announced on Weibo, "No patience with suning 10 yuan 10 yuan price, today 11:00-12:00, direct distribution of 2000-300 and 3000-500 of the Big home appliance coupons." "Liu also said," has been in the 8 14 after the orders of users, whether or not to pay, will receive a certain amount of compensation. ”

Other electrical dealers continue to follow up. Dangdang CEO Guoqing (Micro Bo) said, willing to cooperate with the United States to position e-commerce positioning to the retail industry to supplement the status, look forward to "gome everyone electric purchase price advantage into the advantages of Dangdang", said "online dealers will be willing to play for offline physical retail shoeshine role." When also to 3 C home Appliances single goods, played below the Beijing-east price of the slogan against.

This March, when and gome to complete the cooperation framework signed, when the end of the month when the United States on the sale of home appliances.

Price wars

Jingdong Mall Liu: No patience with suning 10 yuan 10 yuan price reduction, today 11:00-12:00, direct distribution of 2000-300 and 3000-500 of the big home appliances coupons, the equivalent of each cheap 300-500 yuan, step!

Suning easy to buy Li Bin: Promotional activities can not rely on play gimmicks, not to do, only the real benefits of consumer recognition is fundamental, yesterday's market performance has fully proved everything.

Beijing Gome General Manager Liu Yonggang: This time Jingdong destroyed the entire upstream and downstream supply chain, we are justify, suppliers do not complain about the reason.

Dangdang guoqing: In everyone electric competition in the old Liu ridiculed Dangdang is shoeshine, reasonable, strategic cooperation, preferential customer philosophy, gome everyone electric purchase price advantage into Dangdang advantage! I am willing to the United States to rub shoes, as long as the concept of consensus does not break, I would like to earn in the field of large electrical appliances to shine the money.

Analysis

"Price war is a brutal knockout."

China Chain Management Association believes that the price war results will inevitably lead to a large number of enterprises eliminated

Yesterday, Deloitte and China's Chain of business association issued the "China Retail Power 2012" report, "Electric Dealer price war" became the day of the conference hot topic.

Longyongxiong, the national leader of Deloitte China's consumer and transportation industry, said the electricity price war was a special event that was triggered during a special period. "The home appliance retail industry is too hard and is in a period of forced competition through price." ”

Power quotient and traditional enterprise predicament

Liu Jingba, leader of China's consumer and transport industry, said that the real problem facing every home appliance sales Company is how to find new profit growth points.

The report said the decline in sales growth has become a common challenge for the home appliance industry. At the same time, Jingdong Mall as the representative of E-commerce enterprises to the traditional household appliances retail enterprises pose a threat.

Since 2008 on the line, Jingdong Mall home appliance retail business has always maintained high-speed growth, the growth rate far beyond the mature home appliance chain stores, to the Internet as the representative of the new marketing channels in the cost, efficiency and user experience, and many other advantages are gradually reflected.

Compared with the traditional home appliance chain stores, the online retail enterprises do not need physical stores and a large number of store sales staff, so the rent costs and labor costs both occupy a huge advantage.

Longyongxiong that "home appliance retail industry is too hard, is in the forced to pull through the price of the competition period." ”

However, the current life of the electrical business is also difficult. At present, the network retail industry in the low margin, the loss of state. China Chain Management Association issued the "2012 traditional retailers to carry out network retail research report" shows that the outbreak of e-commerce in China, mainly from capital-driven, rather than profit-driven, the main strategy is low margin, loss to seize the market.

Longyongxiong that the electricity price war was a special event that was triggered during a special period. "In the case of loss of price war, for some enterprises are ' crisis ', and for some enterprises is ' machine '." Longyongxiong said, "The electricity merchant hopes to hit the opponent through the price war, then slowly increases the profit space." ”

Price wars will not be the norm

Yesterday, Liu Jingba said, "The price war will not become the normal," the price war needs to have capital to support, in the case of not profitable to continue to burn money, where does this money come from?

Longyongxiong that "how the future moves, depends largely on the source of funds, as well as the future growth of enterprises." ”

China Chain Management Association Responsible person also believes that a spate of price wars, a large number of the campaign to burn money is inevitable in the VC collective cooling in 2012, the results will inevitably lead to a large number of enterprises lack of advantage due to shortage of funds and out of the market. 2012 will be a brutal knockout.

Some analysts believe that the current round of the price war is "the first half of the electricity industry summary campaign", after the price war, the electric business pattern may reshuffle, several major industry oligarchs decide the era of the market will come. Beijing News reporter Fan

View

"The real store is gone forever."

Lu Xianbo, Deputy Secretary-General of China Electronic Commerce Association, said that with the maturity of e-business model, the business model of appliance chain is also changing, but this kind of change will not be quick. The future trend is the electrical quotient gradually rise, the entity store function changes, in addition to pay attention to the consumer experience, the entity shop will also go to the line as gradually to electrical, the introduction of more categories of products. For suppliers, the diversification of channels will also make their voice more, rather than with the price war lost the right to speak.

Home appliance expert Liu Buzhong believes that the development of home appliance chain stores has a turning point this year, according to the first half of the earnings of the Gome, the net profit has slipped, or even loss. This shows that the rapid development of the real-store era is gone. On the one hand, because the electricity business has diverted the customer, on the other hand because today's business environment is not good.

Real shop Large-scale open shop is also unrealistic, marginal cost is getting higher. In the one or two-tier market, the coverage of the stores has been very high, and then opened many of them are invalid stores. And in the three or four-tier market, consumers dispersed, a large consumption radius, chain stores into the cost is too high. "Physical store in the open shop model is not realistic." "(Liu Lanlan)