Gome internal mail to revive price war, not at the expense of loss

Just entered the 2014, gome an internal mail exposure, so that gome electric power business strategy to again cause market concern. The email was first issued by Gome's online chairman, Shangui, who made clear in its content that it would take the lead in the price war in 2014.

Only one months ago, Gome's top brass released a signal that the centre of gravity was still on the line and shrinking the electricity quotient. The exposure of internal mail means that Gome, which has successfully compromised this year, is not prepared to put down the "price knife". So where is the new war going to burn?

Internal Mail revisit price war

"The message was sent to our mailbox via the internal mail system last December 30, and the sender is our chairman Shangui first." At the beginning of the secrecy measures to do very well, then did not know how the matter leaked out. Gome Online officials told the newspaper yesterday.

In the original email of the person responsible for the newspaper, the newspaper reporter saw that the whole mail was more like the 2014 Gome Electric Business Strategic Plan book. Gome Online 2014-year goal is to carry the banner of home appliances, to build industry benchmark price. Shangui first in the mail.

In addition, with the previous Gome electric dealers have always low-key ways, the message in addition to anonymous location out of the opponents of the error, but also announced that the first wave of the 2014 electricity price war. Of course, Shangui first did not directly use the "price war" these three words, but "industry benchmark prices" in the mail was repeatedly mentioned.

In order to emphasize Gome's "lowest price" strategy, Shangui also put forward the specific ideas in the mail, such as any Gome staff found that the price is not the lowest price of the situation, can be directly reported, and can obtain the corresponding rewards.

The Mail also disclosed, to build home appliances supply chain, mobile interconnection, deepening online and offline layout, will become Gome on-line 2014 years of focus.

In many internal meetings, Shangui first described 2014 as Gome's online mobile internet year. "A core person in Gome told the newspaper that" although the current development of Gome on the mobile side has not yet formed the final ideas and plans, but this will become gome this year's development focus. "

Price wars are not at the expense of loss

In fact, in recent months, Gome Group senior vice President Li Juntao has repeatedly said in various occasions, gome to the price war to the end.

In the August 2013 Color TV Symposium, Li Juntao said: "Gome to reshape the image of the price killer, starting from next month, we will play a vigorous price war, who defy to continue to practice!" ”

"Price war is the embodiment of strength, we have been playing for 27 years, we are the ancestors of the price war." The new year, the vigorous price war will begin again. "As long as Gome is playing a price war, no one dares to challenge us on home appliances because we are relying on strength rather than slogan development," Li Juntao said in an interview with a newspaper reporter yesterday.

Li Juntao further that Gome has never lacked the money to fight a price war, but it will not be at the expense of losses.

In the interview process, the commercial newspaper reporter noted that Li Juntao on Gome online New Year's development, the Spear pointed to the east and Su Ning many times.

"In the three quarter of 2013 years ago, Gome was earning nearly 600 million yuan, with few rivals reaching that figure." Beijing and east of the purchase of household electrical appliances still remain in the million stage, but Gome has already entered tens of millions of stage. Li Juntao said, "Of course, the Beijing east do a lot of implanted ads, suning title" China Good Voice "These marketing cases are very positive. So I am going to talk to my friends in the media more recently and make some plans in this field.

Rival companies show indifference

Yesterday, for Gome internal mail mentioned in the content, commercial newspaper reporter contacted Suning, cat, Jing Dong, Xun, etc. For Gome this year to take the lead in the price war on electricity dealers, the performance of the opponents of the company cold.

"Since last year, the price war has become a normal retail market, no matter who initiates, who responds, everyone will be based on their own promotional rhythm." Su ning aspect related person in charge yesterday in the interview with the commercial newspaper reporter said.

The official said that the annual "3 15", "8 18", "Double 11", "Double 12" and the major festivals, the electric dealers will launch their own promotional activities, resulting in the market competition is very normal things, and who initiated no direct relationship. "For example, Suning 2014 's promotional program has been planned, will be gradually advanced." The official said.

Cat, Xun and other aspects also said that this year will certainly be based on different time nodes to promote different degrees of promotional activities, but because the current has not formed a specific plan, the matter is not convenient to make any comments.

"This is the focus of the mail marketing, Gome is not the first time to play, nor is it the first business to play." The marketing methods and marketing ideas are different, so it is not good to comment on anything. "One of the electric business people who declined to be named said in an interview with a commercial newspaper.