Gome shelled electricity dealers false low price fraud into industry cancer

March 6 Morning News, "3-15" is coming, the United States held a press conference to bombard the electricity business site using "false low-cost" means of promotion, said that these so-called special price, activity prices are actually higher than the real price before the sale, prices fraud has become a cancer industry.

Four means of electric dealer price fraud

Gome President Wang Junzhou in the field opened a commodity page said, such as this set of Lampblack machine, they played to the original price of 7767 yuan, the current 1000 dollars sales. In fact, this level of smoke machine cooker can not sell to more than 7,000 of the price, the transaction records also show that they have not sold before, a Taiwan has not sold 7767 of this price, this is a typical electrical fraud.

Gome Senior Vice President Li Juntao to the present media summed up the four kinds of electricity dealers common price cheating means. The first kind of fictitious original price mentioned above, in fact, this commodity should be sold at the price after discounting, this so-called original price does not exist at all, is by the electric business fictitious misleading consumer.

The second is limited prices. That is, a small number of low-priced products as a gimmick, known as 0 yuan, a yuan, 0 yuan purchase, in fact, only two or three units, consumers can not buy.

The third is the price of goods. That is, a very low price, when consumers buy goods to show the spot, when the user after a single, but show no goods, in fact, this means is misleading consumers, they from other platforms to attract over.

The fourth is to increase the price and then discount. That is to say 20 percent, 30 percent, but in fact, the price rises first, and then lower prices. In fact, these sites to consumers to promote the so-called discount price, the price is actually the same as the usual sales prices.

Li Juntao said that the current electrical business industry's competitive environment needs to be purified, the health of the competitive environment at least to do: first, with authentic and mainstream merchandise competition, and not with a motley, unpopular brand dine. The second is not limited, do not engage in gimmicks, do not cheat, usually dare to take out to do promotional goods must be very abundant.

"Some managers who lack of good faith often use the advantage of asymmetric information, exaggerate the performance and effectiveness of goods, and mislead consumers by making promotional gimmicks, which seriously infringe upon the legitimate rights and interests of consumers." "Li Juntao said.

"Consumers now have a misconception that the price of electric appliances in Jingdong is lower than that of Gome, and even the price of the line is lower." Gome Senior vice President Yang said: "Today I can very responsibly say that most of our prices are actually lower than Jingdong." Because the price of Jingdong in Housetops, we can always find, consumers to store after the United States to see the price of gome than Jingdong we can immediately reduce prices. ”

Low online costs are mistaken

When asked about the cost of line online, Wang Junzhou said, from the current point of view, the electric business model exists high cost, low profit, loss of defects, which makes most of the electric business in vain to do "Low-cost article" to attract attention. In fact, the cost structure of e-commerce is higher than offline physical stores.

He explained that the general view that "online must be cheap" is mainly based on some visible and wanted cost factors, such as offline stores need façade rent, store management maintenance, and a large number of sales staff, and these online channels are basically not. When the cost is spread out, it will be found that logistics and procurement costs, the line is much larger than the line.

"Whether it is online or offline, we are all in 11%~13% operating costs, from the cost structure analysis, General E-commerce site, logistics costs accounted for 5%~6%, floor logistics costs accounted for less than 1%, and similar to Gome, suning such long-term accumulation of store sales capacity, Logistics costs support 100 billion of the sales scale, less than 1% of the cost. "he said.

Retail in the procurement, the size often determines the level of procurement prices. To Gome, Su Ning as the representative of the offline entity shop every year more than hundred million yuan home appliances procurement, and Jingdong only about 20 billion of the scale, the procurement scale determines the offline entity shop under the average purchase cost less than the electricity quotient 4%. And with the procurement of the scale, the number will rise.

Wang Junzhou calculates that the online technology and management cost rate is about 2.5%, and offline channel due to the deeper cooperation with suppliers, offline channel marketable products generally more than online, these can rapidly expand the sales scale of goods can effectively improve the turnover of the capital of retail enterprises, reduce warehousing, logistics and other costs.

At the same time, the electric business advertising costs are measured, the current electricity quotient of advertising and traffic costs about 4%, and offline entity store advertising marketing costs about 1.5%. The online labor cost is 4.5%, the labor cost under the line is about 3.5%.

"From the above comparison can be seen, the low cost is an error." The average synthetic margin is around 18%, operating cost rate of about 13%, net profit margin of about 4%; At present, the average comprehensive gross profit of the electric quotient is about 7%, the operating cost rate is about 17%, the net profit margin is about 8%, so the operating cost of the electric business is higher than the operating cost of the line, which leads to the long-term loss "Wang Junzhou said.