Price war Bottom line: Depending on whether the industry chain balance

Original title: Electricity dealer price war who dares not to end

The electric dealer is busy this winter.

In the last two months of 2012, the double, double 12 and Christmas promotions will be staged, and no one wants to miss this promotional season, which was originally created by the cat, and the third quarter's promotional campaign will also become a booster for the electric dealer's year-end sprint run. After the 8 15 price war has been widely criticized, it turns out that the bottom line of 50 percent of the electricity dealers ' prices is in the end.

Electrical Business Performance Sprint

Double 11 originally is the day cat own holiday, but now because of Su Ning, Gome, Jingdong and so on 8 15 price war protagonist's participation, the play became the whole network electricity merchant's carnival. As a traditional promotional season, many electric Shangdou look forward to doing this year's final struggle in the fourth quarter.

Allwin Consulting analyst Zhao Saijun told reporters: "The performance of the last quarter for the power to achieve the goal of 2012 years, and how the start of 2013 has a great impact." ”

For the third quarter of the less optimistic home appliance chain dealers, four-quarters of the promotion is a year's final opportunity to sprint. Three quarterly reports show that Suning easy to buy the first three quarters of the sales revenue of 9.56 billion yuan (including tax), not yet established at the beginning of the 20 billion annual sales target half. Emphasis on the industry reshuffle Gome is announced because the electricity business is still in the investment period and other reasons, resulting in the first three quarters total loss of 600 million-700 million yuan. According to China's E-commerce Research Center monitoring data show that gome online shopping mall in 2012 Q3B2C online market share is still not ranked in the top ten.

In order not to compete with the more than half of the day cats in the market, electric business bosses have already shot ahead. With the last high-level in micro-Bo High-profile about the Liu, the double 11 battle quite low-key, Jing Dong CEO of the Micro-blog to remain silent for more than a month.

Although it may not be the protagonist, but the top of the household appliances business to double 11 period to stay full. Li Bin, Executive vice president of Suning Tesco, told reporters that double is expected to bring a 5 billion sales target for Suning line. Gome Electric Online Mall general manager Handepeng to reporters, Gome hopes to be able to through the entire network the lowest price, will all category prices lay more than 10 points of the cost, become home appliances retail network first.

E-commerce Observer Ruzenwang told reporters that the day cat double 11 promotion to these three homes is actually "a disguised blow". And this "disguised blow" has been in the earlier Beijing east accused the cat forced the seller two election of the dispute is reflected.

"These three are not going to take their own weak with the cat to play." "A person in the electrical industry told reporters. Although all proposed to achieve the promotion in the whole category, but as Handepeng to reporters, Gome Double 11 promotional efforts are still the largest household appliances 3C class.

The personage analyses said: Double 11 World War very likely appears the day cat sweeping clothing department store, and Suning, Gome, Jing Dong still revolve around 3C home appliance to war situation.

Different categories of price reduction range

Have been caught in not the cheapest only cheaper in the vicious circle of the electricity quotient, in this 0 yuan purchase, the entire 50 percent price reduction slogan in the bottom line where? The industry has a view that the price of electricity dealers do not have the bottom line.

In this respect, Zhao Saijun to reporters: "The price of electricity dealers can not be the bottom line, but prices will not have no bottom line." He told reporters: as long as enterprises need to be sure to launch a price war, but the extent of the price of electricity dealers to see how much the electricity business to support, and the second to see the whole electric business industry shuffle to what extent.

At present, the cat and Jingdong Mall occupy 2/3 of the market share. According to China's E-commerce Research Center monitoring data show that the third quarter of 2012, the first market share of consumers online shopping is still accounted for more than 46.8% of the day Cat Mall, Jingdong Mall to 21.5% ranked second, Suning is the third, but the market share only 3.8%.

Obviously in the market share of the market shares of Gome, Suning in the days of the cat, the Beijing-east, the price of the right to speak is not strong, but the electrical appliance chain is not no advantage.

Gome President Wang Junzhou has analyzed that the operating costs of pure electricity business is higher than the operating costs of 4 points, while the average gross margin of the gome is 11% higher than the electricity quotient.

Outside the market, Zhao Saijun told reporters that the bottom line of the electricity dealer price reduction depends on whether the price range will affect the whole "industrial chain" balance. As a retail channel, it is impossible to fully control the upstream and downstream industrial chain. In the case of home appliances, the bigger market is still online. And once the price war of the electric dealer destroyed the whole industry chain balance, not only upstream and downstream will pressure to the electricity trader, the country also will intervene.

Ruzenwang also said that the bottom line of the price war is not negative profits.

According to the reporter understand, negative margin was once the enterprise big water to attract the wind to vote one of the means. However, from the public data, from the second half of 2011, since the burning money model is difficult to continue, the exit channel is not smooth, VCs enthusiasm has declined, investment will be more cautious.

At the same time, the price of electricity is too low will cause online repurchase roasted seeds and nuts, destroying industrial ecology. The industry insiders told reporters that the use of electricity sales promotion opportunities to buy back roasted seeds and nuts is very common, mainly related to daily necessities, food and books and other fields.

Under such a bottom line, the price of different categories of goods to reduce the range is also different.

According to the reporter understands, the day cat exerting Force clothing department store interest rate is high, eliminates the tax words will have 40%-50% gross profit. The price floating space is big, the brand bargaining power is very strong. According to Ruzenwang revealed: "The price of more transparent home appliances, 3C product incremental space is limited." He said, home appliances 3C Products Originally gross margin is low, before about 5-6 points, now there are 3-4 points left. If you drop too much, you'll get a share with the line.

Resource warfare, war out of battle

It is clear that the electric dealers in the high profit apparel department of clothing can not fight the day cat, and home appliances 3C products, the price of the space is very limited, prices war has not been able to play as a general role of anti-personnel. Coupled with the NDRC's 8 15 price war qualitative fraud, this has led to a double 11 of the electric business war from the front of the price war to the behind-the-scenes resource scramble.

Therefore, the double 11 promotion on the surface is the business promotion ability Test, actually is to the merchant capital strength, the supply reserve and the logistics ability test. Han Saijun to reporters that the electricity dealers can not be divorced from the nature of retail, but a play method. In addition to price, category, user experience and so on will compete. He said that the electric business is still to consumer demand-oriented, control costs, enrich products, optimize the shopping experience.

In fact, the competition for businesses has already begun. In the resource snatch behind, is in fact Gome Suning to first from the line department store to start, and then pull the line, drive the whole industry toward the department store development.

October 30, Dangdang to books, daily necessities two major categories of flagship store in the way of the cat. And in the time before, No. 1th store, Yintai department stores, new egg nets have already settled in the sky Cat. East Mall, in addition to Amoy and several other companies, such as the company, recently also by reducing the number of business points such as deduction to attract brands to the platform. Suning easy to purchase announced the acquisition of Red children, to win all customers sincere goods, Lok Bee nets, expand clothing department stores and commodity products such as the intention is obvious.

And as early as the double 11 half a month ago, the electric dealer to the merchant, the downstream distribution and the user resources scramble has already entered the white-hot stage. Prior to that, Jingdong Mall and the days of the cat into the forced merchant two election A; Express giant Shentong then call off Jingdong Express delivery; Predictably, in the future, the electric business channel chain all tangible intangible resources will be the Giants fighting.

The end of the resource war and the price war, the aim is to accelerate the electric industry shuffle. As independent operators join the platform, the future of electric business enterprises will be the final competition, through the "alliances" to establish the ultimate winners or survivors.

Handepeng said: "In the future million UV, annual turnover of tens of billions of platforms, China will not exceed five." It is estimated that in the first half of next year, there will be a support to fall.