Online shopping market will be another round of price reduction storm

Recently, Jingdong Mall CEO Liu a micro-blog attracted a competitor's response, when, days, such as cat and other electric operators announced will let promotions.

This year, the price of electricity dealers almost every month, the electric dealers "hit the money" promotional momentum from the conventional publicity to micro-bo "price", but what is the effect of promotion? Do consumers get real benefits? Industry personage Analysis says, possibly will be "wool".

Event

Weibo "Price"

BEIJING-east to pick a price war

Recently, Jingdong Mall CEO Liu on Weibo said: "The 34th quarter of this year will set off the largest, most tragic and most comprehensive price war in China, and the Beijing east to continue to lead the price war." ”

Weibo one out, Jingdong old rival Dangdang CEO Guoqing first time Reply said: "The electricity merchant who price is low, a Amoy net parity rate at a glance, do not have to flicker." "Guoqing also said that every day through a Amoy Dangdang price index daily, but also set up a procurement investment" competition products adjustment group ", found that the lowest price of the whole net directly downward.

In addition, the day Cat Mall, Suning easy to buy, Bowser network, etc. also began to respond. Bowser Shopping Network vice President Pengliang in micro-blog response Liu said, Bowser expect price war again to attack: Hey, welcome Ah, East Elder brother, big appliances and 3C casually come, then see everyone who is lower! ”

Suning easy to buy Vice President Li Bin also responded that suning will not be absent in the second half of the price war, but also explicitly gave the time of the price, "8 18 is suning three anniversary of the month, see not scattered." ”

Subsequently, the day of the Cat Mall also announced the second half of the measures in advance to invest 1 billion, not capped.

For each electric dealer's website "The Price", to the price of a Amoy search, Taobao search product owner Ghost Seven (Wende) also published micro-blog "Technical Solidarity" Jing Dong: a Amoy Search product managers, tomorrow morning meeting, Q3Q4 work Conference, response to the general call of Liu, to see who dares not to reduce prices. Data must be accurate, a person responsible for a piece, from tomorrow, who's data is not allowed, who leave! ”

The price war of electricity dealers is getting more and more strong

Since April this year, the major electric dealers have set off a price war, and in 6 18 Jingdong store on the day of the price war to lift to the highest point.

The major electric dealers seem to have tasted from the price war, from the first half of the reported sales figures, almost every price, the transaction amount will achieve 120%-200% growth.

April: Electricity dealers hit the money "encirclement and suppression of Beijing East"

Throughout the April, the theme of the electricity market is "encirclement and suppression of Beijing-East", the total number of appliance dealers may be up to 7 billion. In the face of the pressure of the IPO, Beijing east to the sudden price war.

The month, the original has always been low-key easy to buy suning began to exert electricity market. In the same period, Gome and the When also announced the marriage.

May: BEIJING-East Counterattack day cat exerting force

Into the May, the price of home appliances dealers began to borrow "51 promotion" upgrade. After Gome as a, suning easy to buy, Amazon China also announced the launch of its history of the longest-planned, the largest and most involved in the brand of the shop celebration promotional activities.

As of May 31, Skyworth Group, Cat Electric City, the new seven-day electrical network of three joint press conference in Hangzhou, blew the cat Electric City June The first TV sales promotion War horn.

Tan Yu, general manager of Cat Electric City, said in an interview with the media: "In May, a number of consecutive electrical group buy showed a strong consumption purchasing power, May 24, the day of the Cat" 100,000 Regiment "activities, the sale of 1 days and a half, has sold 83,000 units. This year, Cat Electric city sales will be far more than 2011 years of 20 billion, continue to lead the entire electrical appliance industry. ”

The new seven-day Electric network CEO Zuoyingjie said: "Price war at present is not the only means of competition, but it is the most effective means." Because the core value of E-commerce is the cost of the entire supply chain savings, the cost of both price costs, but also time and service costs. ”

June: Put billion yuan collective enclosure

June 18, is Jingdong Mall into the field of E-commerce 8 anniversary celebration, however, let Jing Dong unexpectedly is, this shop celebrates the day, but by the day cat, Suning easy to buy, Xun and other electric business giant stare, became the electric business giant's another "decisive Day".

First, the cat Electric City announced that in May, 200 million yuan in the investment base, additional investment of 100 million yuan for consumer subsidies; Suning easy to buy immediately announced, and then put in 1 billion yuan to launch promotions, and Jingdong Mall to "shop" opportunity to play a 1 billion yuan benefit feedback, when the "full reduction" activities also let netizens stop.

Not only in cash, but also through the placement of advertising and other means of marketing.

Part of the reported price of electricity dealers in the first half of the war

Cat Electrical City: This January-June, the amount of turnover exceeded 20 billion, more than 2011 year, the Year-on-year rally of more than 200%.

Beijing East: The first half of the report showed sales growth of more than 120% year-on-year, turnover rate of 161%, clothing, shoes and hats turnover of June more than 500 million yuan.

Suning easy to buy: Two quarter suning increase 163% year-on-year, is the industry average year-on-year growth level of twice times, the chain growth is reached 74.64%, is the industry average chain growth level of 3.6 times times.

Analysis of electricity quotient "price" industry is not optimistic

For the current situation of the electric dealer price war, the industry is not optimistic, "2012 is destined to be China's electricity industry in the smoke of a year."

In the first quarter of this year, the top six of the market share was the day cat, Jingdong Mall, Amazon China, Tencent, and Suning, Tesco and Dangdang, according to the report, which was published recently by the "China business market share of Chinese consumers" in 2012.

Industry insiders said that many online purchases have been at the lowest price, the third to fourth quarter of the preferential strength compared with the previous may be limited. He said that the pursuit of low prices is the general psychology of consumers, especially in the "omitted the shop rent, labor and other intermediary costs" of the electricity market, if you can not do low prices, at least, and store compared to the low price, the appliance business has lost the meaning of existence.

Amoy Net June price index shows that the average price of all kinds of commodities has been "down", digital home appliances, clothing products of the June price index chain May also showed a rise in the situation.

Industry analysts pointed out that after the 6 18 of the battle, the electric business bosses found that collective price war on each other's market momentum and sales have different levels of help, micro-bo "About Price" appears to show that the electricity dealers in the dark observation, waiting for a "brawl", the past that one of the electrical appliance business to sing promotional monologue will no longer exist, "price" and "The gang" will become the electricity market reshuffle main means.

For consumers, this also means that the price of online shopping bottom line will be broken again.