Ma Guangyuan Weibo comment on the August 15 curtain of the electricity business battle

Newspaper reporter Chen Junjun

Chihuahua and Black Bay

"A Chihuahua, challenge two black shellfish, black Beckham is more real, the Chihuahua walked away." Economist Ma Guangyuan to comment on the August 15 of the curtain of the electricity business showdown.

August 17, Suning, Gome line of the same price activities opened. On that day, Jingdong Mall CEO Liu accepted a magazine interview, said, "Beijing east to stop price war, price war is inevitable, but now this is a vicious price war, if this goes on, not three months, three families have to die." He declared that the war was over.

Gome Chase, 17th issued the "maintenance of market order, promote the healthy development of the industry proposal", to remind Beijing to comply with the commercial bottom line, to "say must line, resolute."

At this point, the industry increasingly questioned the Beijing-East initiative to provoke this electric business decisive battle, in the financial capital War, Beijing East transfer public attention to the idea surfaced. A source said, a third party investigation company to investigate the Beijing-East online distribution wholesale to do false network sales, Beijing-east by price war transfer topic.

As early as the Beijing-East war Day, there will be home appliance manufacturers to China Economic Times analysis, Beijing-East declaration of war, "symbolic significance greater than the actual action", compared with Su Ning, Gome, Beijing-east only in the north of the broad-line city development is good, its logistics and distribution to the two-tier cities still need a long time accumulation and a large amount of capital investment, Also need to go through multiple rounds of financing to achieve.

August 15, 16th two days, many from the two-tier city of users spit in the local Jing Dong no goods from the side to verify the above conclusion.

The gap is also seen in the data published by three companies: Jingdong currently has 18 warehouses, gome in the country has 216 large household electrical appliances logistics warehousing and distribution center; Su Ning has now completed 8 logistics bases in Hangzhou, Nanjing and Beijing, in addition, 15 logistics bases in Changchun, Qingdao and Zhongshan are under construction.

Procurement capacity, Jingdong and two of the old company's gap is more obvious, Haier in the decisive battle on the same day revealed that the east of Beijing has shown the choice of upstream manufacturers, Beijing in recent years vigorously from home appliances manufacturers and home appliances chain channels to dig people are also intended to solve this short board.

The power of Weibo

"The Chihuahua sends the scout to play the small flag to go to the lap a week to return, Hebe has spent tens of thousands of manpower." Chen Yunfeng, Deputy Secretary-General of the Standing Committee of the China Real Estate Association, who worked in traditional channels, reminded Gome and Su Ning that it was "wary of the power of micro-blogging" to study how to use the new communication channels such as Weibo to realize the low cost marketing of "the swift trend".

Looking back at the whirlwind of war to the end of the war, Liu's microblog is crucial to pushing this battle forward. With "inexplicable excitement one night" for the suspense opening-opened suspense, declare war--hang out the "show suning command" photos, the atmosphere, strengthen the gossip mean-announced the recruitment of "price intelligence", and the sun out of the agent's clothing, entertainment means stronger-exposure investors support "We only have money, you can rest assured that the fight, Fight to the death ", strengthen professionalism ...

Liu released every information, in the logical range of logic, but beyond the psychological expectations of onlookers, so ripple constantly, hang up the netizens, the media's appetite, forwarding constantly. Several micro-blogs on the Beijing-east to fight the message of the Great War is known to the world.

For the Beijing-East full of banter and even burst the language of the micro-blog provocation, Su Ning Nu scold, said the price of intelligence to the store will be "welcome", Gome solemnly released the "maintenance of market order, promote the healthy development of the industry proposal." When Jingdong molested two companies, no longer Shang, turn around and stir up new topics.

Until the industry exposure to the micro-blog by a professional micro-blog team design, care, to explain the Beijing-East in the micro-BO communication and the accurate grasp of the rhythm of reason.

On this point alone, Gome, Suning needs to take up extra lessons.

Amoy Phenomenon

Known as the worst power of the history of the big battle, but no Ali Taobao, cat two Yuan general figure, is a Amoy has been the FireWire, timely launch of the list of parity, to promote the war.

Amoy to the big red, its effect is far better than this year's first Amoy release the price report and thus with the Beijing East exhausted.

There are people in the industry found Youdao, Sogou, Cheetah, Etao this occasion promotion effect is good, hair Association, "The Future Electric Chamber of Commerce (Mobile) Shopping guide tool fallout?" ”

However, it is clear that the Amoy has begun to benefit. After this service, netizens online shopping, rarely do not go to a Amoy first comparison.

"To the mortal."

"The electric business war has led to a surge in the number of visits. "Online competition intelligence provider Experian Hitwise data, the Beijing-east access rate from 0.41% to 0.71%, Suning easy to buy from 0.09% to 0.28%, Gome Online mall growth of 89%." "With Low-cost event hype with the media linkage brought the previous need for expensive investment to obtain the flow and attention." Compared to the vigorous 6.18 Jingdong Mall, this time to visit the effect of the pull is really not the same. "Hitwise concludes.

Throughout this battle, there is no doubt that all exhibitors collectively for the "Electric business shopping more money" advertising.

"This is a premeditated test war, is Jingdong and suning on their high flow impact, logistics endurance, manufacturers supply chain, capital relations and other capabilities of the comprehensive test." This is just a set of time, the site of the joint campaign between the two sides, not a life-and-death decisive moment. In the end, the parties will declare victory in their own way, the most important of which is the decisive shift in consumer habits. "Financial writer Wu Xiaobo's prophecy on August 15 will be a reality," he said.

But as the saying goes, "Immortals fight and harm mortals." "This mortal" recently stood up to complain--the traditional department store household electrical Appliances Ministry said, the electric business showdown let its price inferiority magnified again in front of the consumer, some consumers even returned to the net to buy, shopping malls electrical sales significantly decline.