Online price war "fights"

Online price war "fights", offline entity shop under the cold. Nanfang Daily reporter Lu Yishing

Nanfang Daily reporter Dan Peng Chan

Intern Daiding

Co-ordination Chen Hanhui Wear remote

Because Liu on Weibo announced "Jing Dong Everybody Electricity three years 0 gross margin" decision and triggered "the history of the worst electricity price war", in the 9 o'clock in the morning yesterday, as scheduled, Jingdong Mall, Suning easy to buy, Gome Mall, Bowser and Dangdang and other mainstream electric dealers have "engagement to fight", Jingdong Mall Liu is high-profile to call the media on the "dozen Suning" to explain. And online price war in the main battlefield, parity, out of stock, change prices and other chaotic elephants are clustered, whether consumers from the "8 15 price war" in the benefit of it? What will be the impact of the "vicious price war" of electricity dealers?

Consumers: It's difficult to think of a single

Focus 1 fast speed drop

According to the "agreement" of the major electric dealers, this "history of the worst price war" in yesterday morning 9 official start, and many netizens have already done early morning 9 "sprint" preparation, many netizens said even in order to be able to grab a bargain ahead of time to work in front of the computer. But when after 9 o'clock a lot of users found that in the Jingdong Mall and Suning easy to buy the site when the internet suddenly dropped, and even the phenomenon of the page can not be opened, many netizens joked that "' the most brutal price war in the history of" the speed of the network also called back before liberation.

According to the South Daily reporter yesterday morning in the Nanfang Daily shopping mall and Suning purchase found that the speed of the site is indeed much slower than usual, but also many times the page can not be fully opened the phenomenon. South Daily reporter yesterday 12:45 Noon to use the network third party speed measurement platform simultaneously to www.360buy.com,www.suning.com,www.nfdaily.cn and www.weibo.com four websites to carry on the speed test, obtains the average download time is 2.35 seconds , 2.055 seconds, 1.65 seconds and 0.261 seconds, the speed of Internet access is much lower than the same time.

Operators have to the South Daily reporter pointed out that the sudden surge of user access traffic, it is true that the Web site can be a decline in the speed of browsing or even can not open the page, the background of the electronic business system will be a test, but this is not to be used to keep the reason. "Since the planned price war, and the electricity dealer price war is not the first time, for the flow of sudden increase in the situation should have been expected and should be ' experienced ', but still appear network congestion phenomenon, it should not." ”

Focus 2 out of stock serious

"Not easy to buy the product page brush out, but has long been out of stock, this price war is over too early?" For the right to the goods frequently appear out of stock phenomenon, a lot of bitterness in front of the computer users feel quite helpless. "If you just take a few products out and hit the price war, what's the point?" in the case of no goods, the price is even more cheap to talk about! "

Nanfang Daily reporter from a amoy network comparison ring list also found that in many businesses advertised "the lowest price" of the commodity data, even more than half of the goods are in the state of no goods. Suning Easy to buy a reporter to see the site, a lot of users are hot hold of low-priced products in the noon before 12 o'clock has been out of stock or regional shortage of the phenomenon, in Jingdong Mall also has a similar situation occurred. And because some goods appeared out of stock phenomenon, so many want to compare the price of the netizen ended up "no price can be compared" to the point, "Jingdong Mall and Suning easy to buy are clamoring for cheaper than each other, but as long as a shortage, the so-called ' Jingdong Mall than suning cheaper 10% ', ' Suning easy to buy, including home appliances, the price of all products is necessarily lower than the Beijing-east than rivals cheaper ' slogan ' became an empty word. ”

Focus 3 Price fluctuation

"I've been staring at an LCD TV all morning, but the price is as exciting as a roller coaster." "A Netizen blueprint disclosed that the sharp lcd-32lx330a on the east of the 32-inch TV prices experienced a price reduction, and then" magic "of the process of price increases. Jingdong Mall's price from 7099 yuan to 4099 yuan, suning easy to buy from 3588 yuan to 2299 yuan, Beijing east quickly follow down to 2288 Yuan, but soon then rose back to 4099 yuan. "When the shot is really luck plus technology, but also to prevent the price change will be out of the goods ..." The Beijing-east part of the commodity "first rise and then fold" also aroused the Netizen's question. It is understood that a netizen yesterday morning released micro-blog said: "Jingdong shopping cart all the books have been raised, the original 120-yuan book has become 170 yuan, more than 700 won a set of foreign books, today a look into more than 1000 yuan." "From a Amoy network monitoring data show, Jingdong Mall 14th evening in our category on nearly 50 items quietly rising prices, price increases from 30% to 100%, ranked among the merchants" quietly rising prices "list top. A Amoy analyst said that in the 15th day of the price war, more than 2000 items on the day of the average price changes more than 5 times.

For price changes, many netizens have taken the blueprint in Micro Bo to vent their grievances. Some people in the industry pointed out that this kind of head-to-head price fluctuation is largely due to the mutual parity between the electricity producers, "the competition is a little cheaper than the opponents, in the publicity and speech more advantages, but for the consumer is not much help, is it a piece of money to the price of a dollar?

Offline Stores: The empty is the norm

South Daily reporter visited Guangzhou home appliances store yesterday, found that the offline store consumers very few, especially in large household electrical products sales area, but also empty. The reporter in Suning is good shop to see, although there are a lot of special products and buy gift activities launched, but the sale of large appliances that layer, nearly one hours of time only two customers, and no final deal. In the Gome stone shop, sales staff told reporters, home appliances products and other 3C products, usually few transactions, consumers in the weekend and festive promotions to buy. Gome in Tuesday announced that this Friday in the country 1700 stores in line with the same price online, reporters yesterday also asked a number of Gome sales staff, was told that there is no notice.

Extension: Weibo as a beneficiary

Some for consumers to provide parity function of the application platform and as a price war "mouth water battlefield" microblogging platform to become the "8 15 price war" the biggest winner.

Amoy nets in the "8 15 price war" after the start of the "quick" announced four shopping artifacts, including a Amoy parity, wishful Amoy, a Amoy discount purchase and promotional search, hoping to help consumers "understand the game, beware of flicker." As "8 15 price war" of "birthplace", Sina Weibo has also become the price war "divided Battlefield", as of 15th 13 o'clock, Sina Weibo about the "electric Dealer price war" discussion volume has reached 54,799,951, the popularity of far more than 6 18 price war.

Electric Dealer: Price war hit "truth"

"8 15 price war" of the fight let the electric dealers earn enough eyeballs, also let the Electric Dealers "fame and fortune." According to the Beijing-east side of the data revealed that in the "price war" after the 30 minutes, Jingdong Mall Everyone has harvested 50 million of the order, and as of yesterday noon, Jingdong Mall big household appliances sales have exceeded 200 million. And Liu is in the micro-blog "Drying list", said Jingdong mall's "Half of the national inventory has been robbed."

In the three-party melee, easy to hear, Dangdang also joined the war, easy to announce from September onwards will start a large-scale overall promotion, large appliances and 3C product prices will be lower than Jingdong, Xun Network CEO Bu Guangzi also active "About Battle" Liu: "Beijing East about the war with Suning Gome, and last year provoked when the same, To their own short plate to beat the advantage of others, since the loss of 1000 injured the enemy 800, but Su ning when all the cover. If Liu really want to reduce prices, in their main business 3C (computer, digital, mobile phone) try, and easy to see who is the lowest. ”

In this "price war" to say "to the end" Dangdang Guoqing also launched the "when excellent goods billion rebate" activities to 10 million users to give 100 yuan when the gifted gift coupons. In this price war before Guoqing had blunt, everyone electric Gome has occupied absolute market share, so Dangdang will take the United States against the Beijing-east strategy, and digital home appliances is Dangdang's strengths. and the non-key category Sniper Jingdong core category, "Dangdang can play, and emboldened full."

In addition, many non-electric business enterprises joined in, 58 with the city site CEO Yiu Jingbo said that 58 of the city did not participate in the electric business war, but has opened second-hand home appliances transfer green channel; and the Ink production enterprises A GE said, if someone in the consumption process was calculated, willing to go to Liu and three corporate office door Splash-Ink, "A court is willing to provide free ink."

"The price war of electricity dealers may have made some concessions in some commodities, but the propaganda effect and social effect are unprecedented, playing the truth!" "The real situation now is," said Internet analyst Yang Qun in an interview with the Southern Daily News. The electricity trader's price war's tone raised very high, but the consumer is always having this kind of difficulty in the purchase, the actual transaction turnover likelihood and the momentum has the big disparity, from the electricity quotient point of view, earns less from the product or does not make money, But earning the attention of the whole society is definitely a bargain. ”

Manufacturer: "Hold the opinion"

Electric dealers in the "High-profile opera", as the "8 15 price war" behind the "hero"-the major home appliances manufacturers, but also how to see their products by the electric dealer "sale"?

Industry insiders, who declined to be named, told the Nanfang Daily reporter at present, the supplier and the electric Business Enterprise's cooperation mode already and the line pattern convergence, also uses the rebate pattern, the sales price difference margin actually does not include the manufacturer's sale return point, therefore Liu claims the big appliance 0 gross margin, "actually is in the substitution concept".

According to the person said, the electric business frequency price war, has affected the home appliance product online to have some chaotic price system originally, the on-line promotion cost finally still passes to the supplier, this caused the upstream manufacturer's strong dissatisfaction. Not only that, in the electricity dealer price war crazy staged behind, also has the electricity merchant to increase to the supplier purchase money the crowding out, the reporter understood, the electric business platform current settlement cycle latent rule is 60-90 days.

Tcl Group (1.90,0.00,0.00%) Chairman Li in the interview with this newspaper reporter also expressed "reservations". According to him, the online sales model was not outstanding, or arrears of time is relatively short, but now some large electric dealers in the negotiations with TCL on the request to choose the mode of arrears, "This brings some risks to the enterprise."

Compared with Li's "reservation opinion", some manufacturers have chosen to direct the case. Konka Group Co., Ltd. Vice President Mu Gang in the forwarding Liu "Jing Dong three-year gross margin" micro-blog commented: "Jingdong Mall is in the business?" is destroying the wealth of society! Chinese enterprises in China if such a development-impetuous insolent but not respect opponents in the near future will be defeated undoubtedly! Enterprises such as people do not have good conduct and fix after all will not be a great event, clown! However, he then deleted his related microblog about the price war in east Beijing. and Haier electrical aspects are spread out of the cooperation with Jingdong Mall, but then through Haier official clarified.

Another part of the appliance manufacturers have chosen to avoid the attitude, refused to respond to the relevant topics, Zhi GAO spokesperson Huangtonghua that, regardless of line pricing should follow the basic rules of the market, "we cooperate with all the channels of the principle of" legal, honest, win.

Paller Consulting Director Luo Qingxi that the price confusion will cause the whole industry chain price system and demand system disorder, thus interfering with the healthy development of the whole industry.

Industry: "Price war" injury and upstream manufacturing

The three-party price war has not yet been fought, Suning, Gome stock prices have been affected. 15th Morning, Suning Appliance (6.47,0.00,0.00%) fell 4.51%, and concussion downward, the highest decline of more than 5%;

However, Suning shares in the afternoon notice that the company received the second largest shareholder of Suning Electric Appliance Group Co., Ltd., based on the company's strong confidence in the development prospects, two of shareholders plan in the next three months, the company's shares to increase the total amount of not more than 1 billion yuan. Stimulated by this, suning price straight up, up close, reported 6.47 yuan, or nearly 7%, the stock price trading. "8 15 price war" caused by more and more widespread, "price war" has caused a vicious competition, the voice of doubt is growing. In the face of public skepticism, the relevant regulatory authorities also made the first response, according to the BCC Network economic Voice report, the relevant regulatory authorities said that Jingdong and Suning is not a vicious competition, will not take action.

As a member of the electric business sector, Gege, chairman of Shop No. 1th, who was very low-key in the price war, made it clear in an interview with the Nanfang daily that "price war is not the right business model". "The price war is not right, I do not agree with the price war." What the electric dealer should do is to provide the best user experience to provide value to users, not price war. Price wars are unhealthy, a way to get orders by burning money. Electric dealers are keen on the price war is caused by the vicious competition in the electric business industry, and the only profit of the electric dealers is the hard truth. ”

Director of the Institute of Business Management and decision Science, Guangdong Academy of Social Sciences, Lin Pingfan told reporters that the three-party price war is essentially a competition between electric power companies to monopoly, if excessive, may lead to vicious competition, the entire electric industry, and even upstream of the home appliances manufacturing industry have caused adverse effects. Therefore, in the current economic downturn, should avoid excessive price war, the government related departments to participate in the price war to guide all parties to avoid a lose-lose result.

Corporate governance experts Liu Shaohua told reporters that E-commerce is different from the traditional industry, the industry can only allow a "boss" the existence of Beijing East is also facing a huge competitive pressure, the situation, had to launch this "price war." In addition, Liu Shaohua also said that the price war in the short term can not lead to the industry reshuffle, suning current operating condition is good, the first quarter profit of 950 million, the collapse of Suning can not be completed overnight, "Suning has a large number of physical stores as a support, its perfect customer service system, attracted a large number of customers, If there is no large amount of capital to support the long-term price war, the results will only backfire, and become an easy to buy suning brand promotion.

Wealth Commentary

A feather in the back of a lively

Nanfang Daily reporter Tian Zhiming

"The most brutal price war in history" was officially launched yesterday. The final price war of the electric business, has been completely according to the operating mode of domestic commercial blockbuster staged: Before the price war, Jingdong Mall, Suning, gome and other warring parties through micro-blog, press conference of the way, the price war has been a forecast, promotion, consumer appetite is hanging very high. Yesterday, the drama kicked off, countless housewives, the internet to sit in front of the computer, gearing up, ready to sell.

However, the big film just opened, the audience saw, but is a feather.

Since the warring parties have claimed that their goods will be cheaper than their rivals, therefore, yesterday, the user set off the tide of comparison, through comparison search sites such as 51 than the purchase of nets, a Amoy nets and other tools, compared to the price of the warring parties. No more than do not know, a more scared jump: the original so-called price war, behind the hidden many consumer traps.

Some netizens said that Jingdong Mall in the price war before the price of the product to increase, and then "price reduction", playing a typical traditional shopping mall promotional tricks, and netizens said, Jingdong shopping malls exist "there is the price of goods, price, no goods" for the show suspicion, "the so-called sale of goods, in fact, there is no goods, what is robbed?"

The price war, not only at the consumer level did not get too much applause, but also caused the supplier's aversion. Haier was spread because the price is too low, to stop cooperation with Beijing East (later Haier officials denied the rumor); Tcl Chairman Li also painful batch of electricity in the line under the payment mode, through arrears of suppliers to maintain operations. And many multinational companies to this price war took a respectful strategy. More voices doubt, this time the price war is concentrated in the field of large electrical appliances, do not rule out is the electric business and home appliances Enterprises staged "double play" to help home appliances manufacturers clean up the stock of high.

Beijing East, Suning, Gome and other electric dealers launched the so-called "ultimate price war", its purpose is self-evident, that is, the hope that the price for market share, through the price war, in the suppression of opponents, but also greatly enhance the entry threshold of the industry, so that those who are eager to "players" dare not admission, reduce future competition opponents. BEIJING-East and other electric dealers hope Biching, through this price war, form a clear market pattern (as in the same time Gome, Suning War), and then enjoy the benefit of the oligarchs. This is also the majority of netizens worry about, netizens "Didit to statistics" on the message said: "The end of the price war, whether Su Ning or Jing-dong win, will bring only a greater monopoly." I wonder how long this war will last.

"This war is fierce, but it's not nice!" Ma Guangyuan, a leading financial commentator, said, "The price war cannot hide the lack of business models and profit models in China's E-commerce over the years." In recent years, China's e-commerce industry entry threshold is low, in order to expand the site, can only use this unsustainable means. As for the difference of the core competitiveness, service standards, for China's electrical business, it is a bit difficult.

All sellers claim their goods are the lowest price, and the price war is pushed to unprecedented heights. There are already legal sources that the price wars of the electric dealers without a bottom line are moving in the margins of the legal red lines. Many market participants also shouted loudly that regulators should step in and avoid a price war that would lead to vicious competition.

Ma Guangyuan said that from the developed markets in Europe and the United States, the European and American market Management department is very sensitive to the price of the industry, because price reduction may lead to unfair competition. This vicious competition will make China's E-commerce pay a heavy price. Chinese consumers, after enjoying a short-lived bargain, will soon find that the legacy of a vicious price war will be not just the bones of the vanquished, but the end of the cheap era of Chinese household appliances.

I hope this warning doesn't come true.