How many goodwill business reputation can be squandered by the big guys?

A Weibo Netizen said: "At first thought it was irrational competition, then found that I irrational consumption."

"From today, Jingdong all the electricity guarantee than Gome, suning chain less than 10% cheaper!" "August 14 morning, the electric business" Jingdong Mall "http://www.aliyun.com/zixun/aggregation/32086.html" > CEO Liu such a microblogging ignited China's new round of electronic commerce price war fuse, followed , Suning Tesco vice president in Micro-blog reply, "from August 15 9 o'clock in the morning, Suning easy to buy, including home appliances, all product prices must be lower than Jingdong", Gome also quickly followed, said its shop "all the price of goods than Jingdong Mall lower 5%" ... Dangdang, Xun network and other electric dealers also announced to participate in the price war to varying degrees.

Next, the media focus, consumer onlookers, so that the origin of the "micro-blog," The Electric business War on August 15 officially launched.

Consumers are very excited, this naked claim "you are lower than me, I'm lower than you." The price wars are more exciting than ever, the immediacy of the Internet, the openness of electricity prices, makes every consumer who is interested in the war a duty-price supervisor, who immediately compares the price of their favorite commodity to a microblog. urged to set off the world of electricity business enterprises to fulfill their commitments, cycle price, hope to pick up a big cheap, such as Liu said "no bottom line of cheap, if Suning dare to sell 1 yuan, Jingdong price must be 0 yuan!" ”

In the past, it is naïve to think that consumers can get a big bargain through their promotional activities. The fact of the second day also proved that, although the electric business war but the price of goods is far from the imagination of the madness, a variety of "accidents" appear, such as the right to the goods on the Web page is not open, the price of goods are not goods, the same goods on different sites display models different;

There are a number of products in the price war, because the merchants let the small part of the consumer really benefited, but a few big businesses in order to contending vindictive and full loss, this thing can only come out now in the story, because information asymmetry, power asymmetry, in the business with various gimmicks to create a "tragic" atmosphere, consumers in the search for bargains at the same time, Still should be in charge of their own pockets. The fact is that, in the past few months, China's electricity business, although several price wars, but the price index monitoring shows that in July, the whole net commodity prices rose by 1.1%, after the opening of the July 28 Olympic Games, many companies have a sharp price adjustment, The price war is the most vocal Jingdong mall price even up 18.5%.

As a microblog Netizen said: "At first it is not rational competition, then found that I do not rational consumption."

Objectively speaking, no matter how much the benefits, the price war between merchants is always beneficial to consumers, but the problem is that once the price war becomes a common means, it is easy to degenerate into a promotional stunt, in a few consumers may benefit, while the majority of consumers are being fooled blindly consumption. This price war, although it is easy to rally popularity, but often to pay business as the price. If always wool, time is long, who still can carry an umbrella?

China electric business frequently set off the price war, exposed the entire industry has been trapped in the "Prisoner's Dilemma", we all put their survival hopes on the ability to quickly eliminate competitors, for this, they are not hesitate to speed up the burning of money, playing the "Abacus" is in the realization of monopoly or listed after the quick return to this.

Because all hold the same idea, all the participants are burning money, coupled with the real economy recession, consumer income has not increased, making e-commerce this once full of hope in the field, is likely to fall a aihongbianye of the elephant,

2011, Jing Dong Net loss of 1.3 billion yuan. Suning July 2012 End of the company disclosed Performance Express, the net profit fell 29.49%, mainly by the electricity business "drag", August 13 night Company announced that the public will be issued on a scale of not more than 8 billion yuan corporate bonds. In the opponent's success, "Add bullets" before the sniper, this is the next day, "Micro-blog" set off the price war on a big background, and the price war at the same time both sides in the capital market competition, its fierce degree also no less.

Price competition is the eternal theme of market competition, as a consumer, I am happy to see the major enterprises through price competition to achieve the benefits to consumers, improve service, increase the circulation, hope in the price war, so that China's electricity business deeply rooted in the cake bigger. But at the same time, people also worry that the frequent price war will gradually break the edge of the rational, vicious price competition to the credibility of the enterprise, quality and service together, the confidence of investors knocked out, the prospect of China's electricity business knocked out.

Transparent price, attentive service, it is one of the biggest advantages of the electric business compared to the traditional retail industry, if China's electric commerce finally because you die without the vicious struggle and the traditional market is full of dishonest and fraud, it will be the greatest tragedy: the Chinese market has destroyed a good thing imported.