Looking back at this bloody electric dealer price war

June 18, 2012, after a period of up to six months of preheating, the cat, Suning easy to buy, Amazon China, easy news and other sites, invariably to the climax of the price war in this day Jingdong Mall of the store celebration day. The price war, which has invested 5.8 billion of dollars in a firefight, is known as the most violent head-on showdown in the history of domestic electricity dealers. Blow the big electric power business sniper The Horn of Beijing East is the executive vice president of Suning Li bin in June 12 released a micro-Bo "" 6 18 "is suning easy to buy the traditional E18 of the climax of the day, but also the electric business industry on the battle day." "For a time," 50 million red envelopes Lottery, "Super 0 Yuan Purchase", "the whole net Express I pay", "NET 0 Profit", "The whole network parity, the difference to return" ... Consumers are dazzled by the promotional advertisements of electric dealers.

Today to look back on this bloody electric dealer price war, almost no winners. Consumers after the big call, complaints constantly, the price war smoke has not dispersed, sales data fake war of words. When other electric dealers "fight" for the market share of the business, Gome electric dealers in the whole price war performance is more calm, always focused on using

The continuous improvement of the household experience. Gome Online Mall general manager Handepeng to reporters that the company does not have the advantage of the supply chain under the premise of blindly price war is not advisable, low price should not be the competitive advantage of electric business enterprises, but the basis of competition. In addition to spell prices, the electrical business should also be in the supply chain, logistics distribution, after-sales service and other aspects to enhance the user experience.

The price war behind is the supplier and the electricity business platform's synchronization to let, blindly "burns the money" to bring the operating cost pressure often lets the enterprise overwhelm, finally exits this platform. As a leader in the retail industry, Gome is currently the company's Online mall, Bowser Network is relying on the strong support line business, accelerate the industry reshuffle. Huang Jo, an expert in electricity business, believes that the nature of the consumer is still the retail service sector, where profits from the retail industry derive from higher efficiency. This determines the opportunities for traditional companies that have mastered supply chain resources and rich retail experience.

Strong supply chain support "full network price"

Not long ago, CCTV2 "Economy half-hour" column reporter on the net 10 best-selling mainstream commodity price random sampling comparison, in the random spot Check 10 goods, Gome Electric Network Mall has 4 goods is the entire net lowest price commodity, ranked first. This is in line with Gome "the lowest price platform" business positioning. Of course, low price is not only the important weight of gome competitive power, supply chain is the core nature of competition, it is to consider the company's retail market to control the overall strength. As a traditional channel of home appliance industry, Gome relies on the annual super billions of purchasing scale and the deep supply chain training in the 25, and can gain the upstream brand support in the low price promotion. At present, Gome and many brands have cooperated deeply into the supply and marketing of household electrical appliances customization and internal information system docking, to improve product gross margin has obvious help.

Reporters at the Beijing Fair held a few days ago to understand that Gome and Haier, Samsung and other brands signed a total of 22 billion yuan purchase orders. Among them, the factory directly for the special machine close to 30%, and this part of the total amount of more than tens of billions of special machines, will be with the Gome online Mall to form resource sharing, is expected to directly pull down the net market price of about 40%. This is more than the Beijing-East 2011 total sales of a single purchase, but also initially established Gome is the current "full network price" pricing right basis.

Dangdang President Guoqing has said that in the field of home appliance retailing, gome such retail giants have woken up in the era of electricity, and wake up very quickly, the electricity market structure has a great impact.

Household Electrical Appliance Logistics system to establish "electric commercial barriers"

A mature retail enterprise behind is bound to have a system complete logistics system to do support. This is why Wal-Mart has been known by many professionals as "a logistics enterprise disguised as a retail enterprise". Recently, the Gome Logistics industry base project officially settled in Tianjin Wuqing, the project covers an area of 463 acres, investment intensity of more than 3 million yuan per Mu, after the project is completed, will become gome with the international leading standard of modern logistics warehousing park.

Tianjin Wuqing Project is only a microcosm of the Gome logistics system. After more than 25 years of development, Gome logistics infrastructure construction has tended to improve, in the north, on, wide, Rong and other cities have super large-scale modernization of 3C digital logistics warehousing base; everyone electricity in 200 key cities in the home appliance storage base, can achieve all of the localization of electrical logistics distribution installation, Ensure fast delivery and free professional installation service after order. Because of air-conditioning, refrigerators, color TV, washing machines and so on everyone must have localized logistics to form sales scale. So this set of complete household electrical appliance logistics system, but also for the gome development of electricity to establish enough competition barriers.

Leading ERP system to build electric quotient "nerve center"

The core system of e-commerce is the background information processing system. Can quickly and efficiently and accurately deal with a large number of customer orders, understanding of consumer demand, distribution logistics management and commodity management, these are testing the electrical business enterprises are competitive standards.

"6 18" price war day, a well-known electric business enterprise shouted "Super 0 yuan to buy" slogan, promised activity goods "online payment after successful, can return equal payment of the whole world coupons." However, after the start of the promotion, due to the large number of visits, the order system overwhelmed, resulting in some orders abnormal situation, so that its and consumers "back to the coupons," produced a controversy, causing consumers great dissatisfaction. The accident highlights the Electronic business enterprise in the background technology system has great defects, but also verified the Electronic Business information processing system important strategic position.

The reporter learned that gome is using the world's most advanced ERP system and the leading order rapid implementation system, to ensure logistics, capital flow, information flow efficient integration, fundamentally eliminate the loss of a single, orders do not execute and information lag and so on. After many large-scale sales of explosive orders test, the system outstanding performance.

In addition, through the success of ERP system layout, Gome has supported the national inventory sharing, to a large extent enhance the business

Product circulation capacity, to ensure the availability of goods, reduce inventory backlog. At present, Gome has a stock rate of more than 96%, compared to other retailers in the stock rate of 80% higher than nearly 20%, in the industry for the first time to reach the international leading standards.

Senior household Appliance Observer, Paller Consulting director Luo Qingxi said Gome electrical business in the supply chain construction, logistics distribution and after-sales service in the continuous force is its in the "6 18" campaign low-key and promising key factors, compared to the entire industry impetuous, Gome electric business can maintain sober, and constantly strengthen its own hematopoietic function, For the electric business industry has played a positive role in promoting. He also stressed that for consumers, the rational view of the price war is very important, can not covet cheap, after all, product quality and service quality is more important.

China's electricity companies are facing a tough industry reshuffle. Although the current appeal to consumers is still the price of attention, but from the future development trend, logistics and services will be the key to determine the outcome of the electricity business. Gome is based on its scale advantages, professional advantages, service advantages, price advantages to obtain a competitive advantage, from visibility to reputation and then to the customer's cognitive step out. In time, Gome is bound to become the electricity business industry new overlord.