Electricity dealers ' price war is no sign of abating

　　Jingdong Mall, the first batch of information agents will be stationed in Suning appliances (002024, shares bar) Beijing Lenovo Bridge Shop, as if also foreshadowed the increasingly white-hot competition between the electric business, has entered the degree of personal melee. So who is the biggest beneficiary behind the price "melee"?

Today, Jingdong Mall recruitment price intelligence will be stationed in the "Gome", "Suning" entity shop, with Jingdong CEO Liu said, "I hope Su ning do not obstruct." Gome, for its part, responded by offering "free intelligence lunches and a gift of gome overalls". Confrontation of language, seemingly tense, but in the Ministry of Commerce E-commerce Consulting experts billows, the composition of the show is very large.

Thy billows: The price intelligence is to go to an enterprise to collect the corresponding information, this kind of information as oneself Enterprise participates in the competition the price gathers, the price confirms a basis. If it is really necessary to obtain the appropriate information, we do not have to wear clothes than to wear clothes, or is not in the public than covert to go, may get more formal information, may also avoid some unnecessary conflicts.

The 5 days since August 15, from Jingdong Mall to Suning easy to buy the "online frame" to Gome, Bowser, when the collective participation of electric business enterprises, and then to Suning, gome entities to participate in the store, the electric business war is escalating. The massive "Low-cost battle" has been going on for a week, but consumers don't seem to feel the obvious drop.

Consumer: Let everyone in the heart feel that this kind of electrical appliances are the cheapest, in fact, we did not buy anything particularly cheap.

Consumer: Some things are not, indeed not. Do not know whether they are really out of stock, or they advertise.

The national "Grand Hui War", "you sell 1 dollars I will 0 yuan" ... The price competition is known as "the most tragic, the most thorough", but from the price of a search platform to Amoy network monitoring shows: Jingdong, suning price less than 10% of the proportion of goods, the highest price of gome electrical appliances, and only less than 20% of the goods to participate, and three companies of the decline in prices is only 10%. Financial commentator Tan said, control costs, chasing profits, enterprises will not discard the rules of survival.

Ye Tan: Because now they are really from the cost, in other ways, is close to the limit, if the saliva war without cost, can be close to the extreme war, but if the profit is close to the limit, I think the investors behind these companies may not hurt.

Three years 0 gross margin, no bottom line of cheap ... The most powerful promotion, it seems, is that the biggest beneficiary should be the average consumer. Jingdong Mall Senior Vice President Shengchang also made clear that the user is the only winner of the price competition.

Shengchang: He will let this information more symmetrical, so that the overall, we speak, users of the network to buy their own understanding of more transparent, of course, it will better form the quality of the network and upgrade the level. Nor worry about users, who are the only winners, and don't worry about the big operators, and everyone will share this growth dividend.

But the actual situation is not so, promotional items have no goods, server landing, centralized payment after the peak, still do not know the next distribution work can be all smooth. Thy billows believed that the people did not derive benefit from the price war.

Thy billows: Electric business System It includes both online transactions, electronic payments, but also logistics distribution, then these three are an organic whole. In other words, it's not just online trading, that is, we are now a lot of consumers on the Internet or online transactions, but there is a courier billing, there is a match, especially its objects can not be effectively sent to the hands of consumers, that for consumers, what he got is empty.

China formally introduced the concept of "electronic commerce" in 1993, and it has been nearly 20 years ago, while China's E-commerce "first transaction" occurred in 1998, and now it has been 14 years past.

The development of the 20, created today's large-scale e-commerce industry. At present, China has more than 150,000 E-commerce Enterprises, the annual turnover of more than 6 trillion yuan. But at the same time, the price of infighting among enterprises, disorderly competition, such as chaos has gradually surfaced.

In the eyes of outsiders, China's e-commerce is booming. But in the eyes of Professor Billows, who has long studied electric business, this is not a discriminating profession.

Thy billows: Now when there has been a huge loss, Gome now because of online competition, leading to the loss of Gome, Beijing East for 8 consecutive years of losses, and now continue to fight. The result of this fight, E-commerce Enterprises did not expand in the scale of competition, but is to get the flow, traffic is a virtual thing.

The current price noise, but also let thy billows Professor think of the 90 's, Zhengzhou business aircraft carrier Asia Square's demise.

Thy billows: Recall to more than 20 years ago, namely the 1990s Zhengzhou two automobile square's commercial war. The result of this commercial war, 七、八家, no one won. The loss of every family has resulted in the eventual rout of the nation's best Asian enterprises.

How does a fanatical passion lead to a curse? Wu Xiaobo, a well-known financial writer, said in his book, "The ultimate difference between an outstanding entrepreneur and a typical entrepreneur, and a failed entrepreneur, is the ability to anticipate the future, the ability to grasp the reality, and the one who has failed in the past."