Home Appliance dealer price war like "Aunt"

On the face of it, as if the price war between the electric giants is the direct profit of the vast number of consumers, but in fact, the electricity business almost every month will be held in the price war, like "big aunt" like that, annoying people.

Home appliances from August 14 onwards, Jingdong Mall CEO Liu through micro-blog announced that all the electricity will be in the next three years to maintain 0 gross margin, and announced that today's Jingdong Mall, "All of us electric guarantee than Suning, Gome chain cheaper than more than 10%." Suning Easy to buy executive Vice President Li Bin quickly in response to micro-blog, suning Easy purchase price such as higher than Jingdong, will give consumers twice times the difference pay. Liu put forward will send 5000 people resident Suning, Gome store Do "price intelligence" is the first, this in the past Suning, Gome, the most intense when the war has not appeared. and a household electrical appliances dealers and traditional home appliances stores "Overall war" also opened the curtain.

Subterfuge everyone electric "about the rack" small appliances fire

Internet celebrity Xingdong on the Beijing-East price war: "China Electric business milestone War: Put away the various details of dog blood, this war is the essence of the line under the model of the decisive battle, specifically said to the east and Gome, Suning line business jointly attack Gome, Suning line mode, so the outcome is already doomed! The result: From now on, more people form online shopping and never go shopping again. China's e-commerce process has been greatly accelerated. ”

However, more media will be the view of the price war in the "unfair competition" above, the face of the huge wealth of the offline entity stores, Jingdong Mall but the real control of the initiative to attack. Electric Business Observer Li Chengdong said: "Jingdong is the winner, everyone electricity accounted for Beijing Dongying 15%, and the two overlap of the commodity brand more limited, so the actual impact of sales estimates only 2%-3% or so, this part of the benefit of 50%, but only to the east of Beijing's gross margin of about 1% of the impact. But Suning, Gome completely follow the war this is completely different. ”

"The real battlefield in small household electrical appliances," an IT industry personage pointed out: "Everybody electric frame is only one kind attracts the attention degree the concerned, the electronic commerce to the traditional store biggest threat actually is the small household electrical appliances market." ”

Put aside all kinds of blocking suning to raise money, together for the show, such as electric business conspiracy theory, really let Su Ning, Gome worried about the power of the electric appliance is actually small appliances. The author in some home appliances store survey found that a lot of consumer desire to concentrate on television, air-conditioning and other electricity above, while the kettle, soy milk machine, vacuum cleaners and other small household electrical appliances counter before only sparse several people.

"A nine-yang induction cooker store price of 599 yuan, Cat Mall, the minimum of 399 yuan, Jing Dong, when and the price of excellence on the same." Such a price gap, it is easy to make their own choices. "A field surname consumers are very good at comparing prices:" We often need to look at the field to see the appearance, because the price is not expensive, will also be very high after-sales service, but the small household appliances are not the same, it is actually fast-food products, such as soya-bean milk machine These things, the function is relatively strong, and not expensive, online shopping, Can withstand. Moreover, hundreds of yuan of items, online prices unexpectedly than the real shop more than hundred yuan, why not choose? ”

The Courier of a courier company told the author: "Relative to large household electrical appliances, small household electrical appliances have been very common, as a result of our delivery from the situation, the net shopping in the past mainly clothing shoes and hats and so on, and now has about 1/5 of the courier is small household appliances." Secondly, the logistics protection of small household electrical appliances is basically no problem, we rarely receive small appliances because of accidental damage to the complaint, consumers to buy small appliances are also very relieved. ”

E-commerce for small appliance manufacturers

Suning and Gome in the beginning of this year have been fully in the field of E-commerce expansion, such as Gome both Gome Online mall, but also has an independent brand Bowser network, before long and dangdang cooperation, will be gome electrical products "to" Dangdang strong sales. And Suning despite a lot of low-key, but on their own electric platform Su Ning easy to buy personal belongings is not weaker than Gome.

However, there are strong channels of suning and Gome has been unable to open up the situation in E-commerce. "For most consumers, Su Ning, gome such a brand means cheap big appliances, whether online or offline, this brand positioning so that consumers have lost interest in its online mall," said one electric trader: "At the same time, wired online store, and the main direction is everyone electricity this customer consumption habits also focus on the physical store products, and the price is consistent, consumers will naturally shed online and go to the store directly to see samples. ”

and small appliances have apparently opened the door of the net shopping, especially the price advantage. Taobao small household electrical appliances sellers said, shop prices are not much cheaper than the real store. But excluding rents, labor costs and other pressures, the price difference is obvious. According to the shop cost, light shop rent One, you can save a lot of money.

and from small household electrical appliances manufacturers direct online sales also carried out in full swing. Since the beginning of summer, the nine Yang a full steel soybean milk machine only in its day cat store has nearly 8000 units of sales; in the air-conditioning "rampant" this summer, the Special electric Fan's monthly sales volume is also up to thousands of units: "We have set up a special E-commerce department, online shopping is our main battlefield sales." "Jiu Yang Co., Ltd. brand department responsible Zhao to the media that the 2011 nine-Yang products on Taobao has occupied an important position, this year the company has turned the main battlefield to the field of E-commerce."

The low price of small household electrical appliances has made many home appliances store sales staff feel the pressure. "Shop only responsible for logistics delivery, and physical stores need warehousing, manpower, shop rents, etc., which led to a different cost." Only shop rents accounted for about 5% of the real store sales, so and shop compared to the price is at least 5%, plus labor costs, the final will form about 10% of the price gap. "A sales person in a store said:" Such a price difference, once the fight, the entity shop how can not leveling the gap, 10% of the price is poor, even if the cost is thicker, the end of the blood money will not be the traditional shops that loss, but the entity shop alone. ”

At the moment, pure blood electrical appliances platform has not satisfied with the advantages of small household electrical appliances, they want to stir up price war, and further cultivate consumers to buy large household electrical appliances consumption habits.

Concerned, it will be some time before the power battle Day

But the Liu provoked by the Beijing east of the big home appliances price war, from a fight, was accused of the bluff. A Amoy Network senior director Chen Lijuan in the interview with CCTV "Economic information broadcast" said: "We through a Amoy data detection found that the price is not the historical lowest price of the merchant, the price range is not as big as consumers think, there is a situation is that the merchant did drop the price to very low, he in many cities are not goods. ”

And the Beijing Electronic Commerce Association Secretary-General Linya that most of the goods promoted by electric dealers do not have a larger range of concessions, the price war or to attract attention, consumers, the more concerned about the noise outside the louder, the more happy the electric business. There are insiders said that the electricity dealers use the public figure cheap, watching the lively psychology, can be said to be a clever marketing tool. A poll showed that as of 17th, the three home appliances business price war IS propaganda stunt, accounted for nearly 53%.

For this result, netizens mostly expressed disappointment, "to this price war, onlookers far more meaningful than participation." "The blogger wrote. On the face of it, as if the price war between the electric giants is the direct profit of the vast number of consumers, but in fact, the electricity business almost every month will be held in the price war, like "big aunt" like that, annoying people.

The reason is that the price war is more of a marketing tool. In this respect, industry experts pointed out: general shop can only reduce the cost of commodity circulation, about 10%-20%. If the price of online home appliances is cheaper than this limit, consumers should be wary. Some shop in order to attract consumers, often in the price deliberately rhetoric, even in the product variety, quality and other aspects of the trap, when the site goods marked prices far below the market price, consumers must not cheap.

More critical is that the logistics of our electricity has not been better resolved, many large electrical appliances need to install and debug, this is the logistics personnel can not do, and home appliances store to achieve delivery, installed, commissioning one-stop service, equal to the net buyers even if the local home appliances brand after-sales service point, can not be synchronized, which once there are problems , can not confirm that the logistics link out of the fault or installation and debugging problems. It is difficult to like the physical store as the result of the simultaneous unpacking inspection, so many large electrical appliances online shopping often appear unable to be responsible for and shifting of the after-sale problems.

This is almost a big commodity are faced with e-commerce problems, and so far there is no real good solution, but also make such products can not be like small household electrical appliances as real integration into the regular network of sales links, but only by price advantage and uninterrupted price war to open the market, to solve the actual after-sale problems? The question is not difficult to answer.