On Sina Weibo launched a "price" war on the eye.

　　Jingdong Mall and Suning easy to buy one day to become the hottest topic of Weibo. Then, Gome Electronics Mall also announced to join the fight, "whose home will be cheaper" has become the focus of the popular discussion. August 15 9:00, countless internet users to join the three electric dealers "parity" of the team. Several electric giants, regardless of sales and popularity, have reached the "highest in history," seems to be happy. But such a vigorous price war , behind what is fishy, and who will be unfortunate injured?

@ Liu: Today, I make a decision again: Jing Dong Everybody electricity three years 0 gross margin! If within three years, any of the sales personnel in the electricity plus even a dollar margin, will be immediately dismissed! From today onwards, Beijing East all the electricity guarantee than Gome, suning chain cheaper than at least 10%!

@ suning easy to buy Li bin: Keep the price advantage is our most basic commitment to consumers, I repeat: suning easy to buy, including home appliances, and all the product prices must be lower than Jingdong, any netizen found that the price of suning is higher than the east, we will immediately adjust prices, and give the feedback has been bought twice times the difference pay. Tomorrow 9:00, Suning will start the history of the most powerful promotion, I will be able to help Liu in advance, over the completion of the reduction of efficiency objectives. Work together.

@ gome: "Beijing East sell one yuan, Gome sold nine cents" nonsense not to say, tomorrow 9:00, Gome Electronics Mall, the entire price of goods than Jingdong mall 5% lower.

Nanjing East war Su Ning: for a reason

Compared to this April, the first round of the electricity price melee, this time by Jingdong Mall, Suning easy to buy, Gome online mall provoked by the second round of price war fierce momentum, than the former "has been more than". In the industry and ordinary consumers see, the electric business site really difficult to escape the "price war" fate? Three big electric power of the Thunderbolt type of each other fight, is to pull the market sales of the collective show, or athletic curve on the desperate?

Home appliance industry observers, Kua parents Consulting agency chief consultant Liu Buzhong in an interview with the newspaper, Suning easy to buy a few times aggressive move, let Liu have to make timely counterattack, to maintain the Jingdong mall line 3 C channel dominant position.

In the first half of this year, Suning easy to buy on the launch of the price bombing, so that the electrical business with one of the acts of shock. In July just after the implementation of 5.5 billion of suning appliances (002024, shares bar), August announced that will issue no more than 8 billion of corporate debt to carry out the company's electrical business. With 3C Products started the Jingdong mall is obviously unwilling to become the electric dealer "two Masters" role. "The price is Su Ning's 90 percent" is the Beijing East Bright One recruit "The Assassin's Killer".

Other analysts believe that it is not ruled out that a number of large electric enterprises in the collective behavior of the show. Is the price war really "wool"? A netizen compares three website commodity price to discover, the household appliance that involves the price is limited, the price disparity is not big, and many products have not realized "parity" commitment. Even the monitoring site found that at least 100 of Beijing's home appliances and consumer electronics products in the "war" secretly raised prices before.

Some insiders believe that, "spend a small amount of input to do the whole society hot debate propaganda", this deal is not cost-effective. On August 15, the people watched every news of the big three power companies, hoping to buy the goods at a low price. Due to the large number of visits, Suning is even a short time to buy the situation of downtime.

Three years of not making money: eye tricks

But Jing dong everyone electricity "three years 0 gross margin" oath seems to be full of "heroes broken wrist" solemn and stirring. Is Jing Dong really want to and Su Ning "Fight Life"? Of course Liu is absolutely not stupid.

Liu Buzhong Analysis, said, "large household appliances in suning sales accounted for a high, but in Jingdong Mall of the online sales structure, accounted for a larger number of small appliances, the electricity is not the main sales. ”

According to Liu, Jingdong Mall this year trading platform turnover tax will reach 63 billion yuan, large household appliances sales will be in 7 billion yuan, large household appliances sales accounted for only 10%. With a relatively weak category, to the competition to cause a lot of trouble or even bring down competitors, and because the Beijing East Electric itself is small, the range of price war losses can also be controlled.

"It's like a famous Liu Buzhong: Use my weakness to check your strengths," he said. ”

A senior person in Shanghai household Appliance Circle said, "Liu behind is an expert idea, this and 2002-2003 Yongle rely on mobile phone price war is almost exactly the same!" ”

According to this person recalls, 2002, Yongle in Shanghai pioneered the model of home appliance chain, but consumers are accustomed to buy home appliances in department stores, do not recognize the chain mode. So Yongle made a mammoth mobile phone price, attracted people's attention. "Because the mobile phone profit is only 1% of Yongle, even if the loss is lost." What is important is that this move has changed people's consumption patterns, attracted 20-30-year-old young people to the appliance chain, thus laying the foundation for the rapid development of this model. "And the Beijing-east of the electricity price can be said Expatiating," the loss accounted for a small number of large appliances, on their overall size has little impact, but it attracted people's attention, and thus changed a lot of people home appliances purchase. ”

Physical store Gun: worse

The price of such a "bloody battle", as a home appliance manufacturers is how to feel? A well-known white power enterprise market personage bluntly: "Certainly not good!" "He said excitedly:" Most of our sales are done in the physical store, this year's home appliances terminal sales are very depressed, jingdong they such publicity and let consumers feel that the entity store must sell very expensive, will make sales more cold. This is a completely misleading, but also a vicious competition, disrupting the price pattern! ”

In fact, everyone's profits have been stretched in the fierce competition for years, especially television. A domestic brand TV market Personage told the author: "In low-end and special machine products, almost is the cost of sales, and even price below cost." For example, the cheapest 55-inch flat-panel TV to buy more than 5,000 yuan that screen price is more than! Only new and high-end products only profit space, but most of the selling is just the special and low-end products, enterprises are relying on meager profits to run volume. ”

At the same time, a number of manufacturers have revealed that in order to avoid price differences, online and physical store product models are basically not the same. "Are specialized supplies, no comparability. ”

In addition, some people in the industry said: "As a large household, people's consumption habits of electricity or seeing for the real, even if you will buy a little peace of mind." "Not optimistic about the online sales of big appliances. The personage analysis said, the physical store sales are the factory resident's own staff, if has the consumer to consult, they are certainly will find a way to reach the sale, for instance gives some discounts, the gift, provides the home debugging and so on better post-sale service, even is gossiping with the consumer, enhances the sentiment. "The feeling of communicating with people is definitely different from the way the computer communicates," he said. Moreover buys everybody electricity not to buy an electric iron, the Post-sale service is very important, who does not want to buy a sureness. A little bit less attractive. ”

"It's just a matter of watching," says one black-power insider.

On the other hand, for home appliances manufacturers, to keep the price bottom line is the price of electricity dealers game "hole". Once the price war touches on the bottom line, manufacturers are naturally no longer willing to accompany the electric business together "play with fire." Some sources said that Haier "because Jingdong mall price played too low", has stopped its cooperation in August this year. Hisense officials also said seriously that if there are channels to significantly lower prices, will immediately stop supply.

The latest news is that, as a home appliance chain, Gome and Yongle also made a decision overnight: full fight. Gome to the media message: "From August 17 onwards, the United States more than 1700 stores will be maintained online with the same price, a full range of all-round to the Beijing-east to launch a battle to ensure prices below Jingdong Mall." Consumers can be online parity, offline under a single, on-site proofing, assured purchase. "Yongle General Manager Yong also announced that, since August 16 6 o'clock in the evening," online parity, shop under a single, if the price is higher than the net price, you can give replenishment on the spot. As a result, the war has been ignited from the line to the line.

Invisible victim: Electric dealer Peers

In the electricity dealer price war "The appeal" under, many consumers have already moved up, many people send the micro-blog to express the purchase intention. In Liu's microblog, someone said, "just a round at home, found that there is no need to buy any electrical appliances, now really cry", Liu's reply is "buy a set of spare". And "war" not long, he issued a micro-blog said "20 minutes, we have received nearly 50 million orders ..."

But in fact, "0 profit sales" has violated the objective law of commercial economic activity. Compared to the Beijing-east and Suning's Liu Buzhong, the biggest victim of the battle, I'm afraid, is those who are on the sidelines.

"Because the public's attention has been shifted to the three major electric dealers, other electronic business sites are" forgotten. "This price war has fallen into an irrational situation, which is not conducive to the benign development of the entire electric business sector," does not exclude the possibility of intervention by the relevant departments. ”