Price war shows the advantages and disadvantages of each appliance business

A Beijing-east and Su Ning led the electricity price war caused a national sensation, price war let the media blood boiling, but also succeeded in stimulating the United States, but the end of the consumer can not seem to have much benefits. In Jing Dong and suning you come to me after a few rounds, the two sides died down, more is to move to the media, set off a wave of saliva war.

According to reports, Liu August 17 morning that the price war is inevitable, but now this is a vicious price war, "if this goes on, not three months three will die", he declared that the war has ended. But then, it called the report misreading.

As the originator of this incident, people wonder, Jingdong from the beginning is not in the show?

August 14 Jing Dong Weibo declared war: gunpowder

Jing Dong CEO Liu released Weibo challenge everyone electricity 0 gross margin.

Suning Weibo response: Tomorrow 9:00, Suning will start to buy the most powerful promotional efforts in history.

Jingdong: Starting from tomorrow nine o'clock in the morning, Jingdong Mall all the big home appliances prices are cheaper than suning line online!

Gome: Tomorrow 9:00, Gome Electronics Mall full price of goods than Jingdong mall 5% lower.

At this point, the parties to achieve tacit understanding, 15th morning at 9 war.

The success of this dynamite price war has attracted the attention of the media, consumers, other electric dealers and countless stakeholders. At the same time, all businesses to join in the fun, netizens ridicule: selling ink, loans, 58 with the city, the entrepreneur Magazine, 360 have fought for the war.

August 15 received many attention: the price does not give force

After the official opening of the war, the electrical business you come to me, and constantly adjust prices, micro-blog chat, not lively. A Amoy, Youdao, etc. also have a trend to launch a parity tool, real-time monitoring of changes in the price of all parties.

But soon after, consumers, the media, and so on began to question the sincerity of the price reduction, that the cost of the war in the form of more than the content, speculation than the essence, and even some people think it is a joint speculation.

According to a Amoy NET data show, August 15 electric quotient compares gold medal list, Gome Department's Gome Mall and Bowser Net has been in the top two places, but called the most ringing Beijing East and suning price range is not satisfactory. The highest drop in prices for all commodities on that day was only about 10%.

In addition to the price does not give force, there are netizens found that many goods "cheat very to the force, but always no goods." Amoy Net list of out of stock rate table shows that August 15, Beijing east of the shortage rate of up to 29.63%, when the 18.8%, Gome for 2.76%, suning for 11.12%.

Meanwhile, according to the Southern Weekend reported that they on August 15, 2012 2:30 statistics found that Jingdong and suning easy to buy goods in the same model of few, randomly compared to the 9 types of goods in the model coincidence rate is the highest 50%; the lowest category, each of the 40 models sold, only one of the same.

August 16 Rumors: The real battlefield in the capital market?

After the first day of the price war, it was clear that consumers were falling out of interest. But the media is still enthusiastic, but in the question of the electric dealer to show speculation, but also the focus shifted to another question: the real battlefield is not Weibo, not the electricity business, but in the capital market?

Guess one: Use everyone's electric impulse to prepare for an IPO.

Jingdong has already carried out three rounds of financing, more than 10 VC participation. In 2011, the scale of the C round was unprecedented, reaching 1.5 billion dollars. But in the face of continued burning of money and the loss of the operation of Jingdong, there are already investors want to withdraw, the IPO is the only way out.

According to media reports, in the last week of June, Liu persuaded investors to postpone the IPO, but investment agency shareholders demanded that the results of the Beijing-east sales should reach 45 billion yuan this year. And everyone's high unit price, in recent years, the category of large expansion, customer unit price all the way down the background, is undoubtedly the impact of the year's 45 billion-dollar performance target of the weapon. If Beijing's performance growth this year is excellent, it may well win new financing opportunities to reserve its pre-IPO sprint.

Guess two: In the capital market to intercept suning?

Some analysis of suning appliances (002024, shares bar) in the previous issuance, a large number of shares as collateral pledged to the three guarantee companies, if the share price fell to a certain extent, will trigger an additional mechanism. Daiju's intention to launch the war is clear: on their own less than 20% of the large household appliances business price reduction, forcing the business accounted for more than 60% of Suning challenge; the price war led investors to see the prospects of empty suning, shares fell; Will cause the SU Ning capital chain haemorrhage.

Weibo even rumors that "Su Ning in one months the stock price down 25%, is a conspiracy", behind a company "capital forces" in short Suning shares, so as to achieve low price malicious takeover purposes, the target is clearly alluding to Beijing east.

Suning Electric executives also interviewed in the media that "the war is very strange, Liu practice is very disorganized", and the "capital of Beijing east to fight" speculation, the executive said there is no evidence that the speculation is true.

Analyst Comments: Price war shows the advantages and disadvantages of each appliance business

The analyst, who declined to be named, said to China's capital Securities network that the hype could not be ruled out and that publicity was really effective, and that the media had made this a very good case for advertising.

As for the Beijing-East in the capital market to intercept the rumors of Su Ning, the analyst said bad estimates. However, according to his observations, Suning has indeed a large number of institutional seats sold in recent days, the amount of sales is much larger than the purchase amount.

According to wind information provided by the data, August 16, Suning Appliance sales volume of 1.3792 million shares, the first two days for 1.7367 million shares, 1,444,017 shares, the financing to buy the amount of 41.7823 million yuan, the first two days respectively 73,980,052 yuan, 45,807,912 yuan. At today's closing price of 6.15 yuan, the strength of margin shorting is significantly less than the power to do much, so at least can eliminate what some people call through financing margin shorting rumors.

The analyst also said that how the inside is actually not the most important, as the situation will certainly have a result. And the impact of this incident is worthy of our attention, such as the price of the war showed the advantages and disadvantages of the electrical appliance business, and the incident caused by the changes in consumer shopping habits.