Price war has not affected the real store

15th 9 o'clock in the morning, caused by the Beijing-East E-commerce "price war" to fight. Reporters in the interview learned that the current major network of goods on the line to reduce prices, but the physical store has not been affected. Industry analysts believe that, "the price war" is still the most effective marketing method of electronic commerce at present, but the low price without bottom line is not the sustainable development means; So "burning money" is not rational, with the possible vicious competition will lead to the destruction of market environment, the ultimate injury is still consumers.

Price war has not affected the real store

From 14th Jingdong Mall CEO Liu on its Sina Weibo posted "Jing Dong Everyone electricity three years 0 gross margin, all of us electric guarantee than Gome, suning chain cheaper than at least 10%" statement began, the electric business industry into the Warring States era, major electric companies have swung "price" lance.

The smoke is everywhere. On the afternoon of 14th, Li Bin, an executive vice president of Suning, said in its Sina Weibo that "all prices are bound to be lower than Jingdong" in response to Liu's statement. Then Liu made a statement, said Jing East not only than Suning line shopping mall cheaper, online also cheaper than it, "Su Ning Dare to sell 1 yuan, Jingdong price must be 0 yuan."

In the face of Jingdong Mall, Suning easy to buy the mutual pinch, other domestic electrical companies have joined the fun. 14th evening, Gome Electronics Mall released "A full line of product prices than Jingdong mall lower 5%" microblog, announced the war. Dangdang CEO Guoqing Bo said, "Dangdang mobile phones, computers and small appliances and so on, and Dangdang Gome online flagship store all varieties of the fight!" Welcome customer around! "Tencent's Xun also responded that from September onwards, Xun network will set off the second half of the large-scale overall promotion, then Xun not only electricity to be cheaper than Jingdong, 3C products are cheaper than jingdong.

15th, the "price war" opened the curtain. Reporter Login to the main web site found, discounts, straight, specials and other words are everywhere. A 14th sold about 12900 Yuan Panasonic 55-inch 3D TV, Gome to 12288 Yuan, suning to 11799 Yuan, and Beijing east has been reduced to 11499 yuan.

Reporter 15th visited a number of Gome and Suning in Guangzhou (002024, shares bar) entity shop found that the "price war" has not yet affected the entity shop. Gome Zhongshan Liu Shop shop sales staff said: "For the time being, we have not been affected." Gome China Plaza store a shop assistant said that the United States and offline prices are not uniform, has not yet received notice of the superior. Suning Zhonghua Plaza Shop A staff member said: "We are now as usual." ”

There are also insiders believe that the real store prices in the future may be affected by the "price war." "Gome will issue a notice later and may adjust the price of the entity store," said a manager at the Guangzhou gome wide publicity department. ”

Electricity Dealer "price war" had premeditated

As early as July, Liu issued micro-blog said: "The third to fourth quarter of this year will set off the largest, most tragic and most comprehensive price war in China's electric business history!" And Jingdong will continue to lead the price war! From today, who is not the lowest price, who leave! ”

Jingwei Investment analyst Zhang Yin said that the price war is still the most effective marketing method, through the move to attract eyeballs, increase sales, from this point of view, a few big electric Shangdou will benefit from this price war.

Industry insiders said, two months ago, Jingdong store promotion on the day to attract a lot of tourists. At that time, the price of a variety of goods in Jingdong fell sharply, such as a 839 yuan in the original price of the refrigerator down to 799 yuan. The citizen Miss Tang said, has been waiting for a long time to reduce prices, shop celebrates the price when the decisive shot to buy a Taiwan.

In Jingdong shop promotion at the same time, Suning easy to buy, the cat, when the shop is also a big promotion.

Industry Analysis, Suning, Gome line on the development of the mall began to threaten the Beijing east is "pinch" the important reason. Yi think tank released in the first half of the 2011 4th quarter of the Chinese online retail consumer market quarterly monitoring data show that suning easy to buy 2011 sales of more than 5 billion yuan, Gome's electronic mall Bowser sales more than 2 billion yuan, are higher than the average growth rate of the market.

Price war highlights lack of business model

How long can a price war be played, and who is the winner? Insiders generally say that the key to see "money."

Financial commentator "Under the Wind and rain Huangshan," said on its microblog, "for Liu, he must be able to burn money in this period of time to put Su Ning hit the ground, build the most powerful advantage." Who first burned the money but did not establish the advantage of the first to die, tragic incomparable ah. ”

While the money is burning, the profits of the electricity dealers are "deserted". Suning appliances in the first half of 2012 Results express, suning appliance attributable to the listed company shareholders of the net profit fell by nearly 30% Year-on-year. Gome announced in July that it expects the group to record a net loss in the first half of 2012. Liu previously on Weibo said that Jingdong Mall in the first half of 2012 year-on-year growth in sales of more than 120%, but the net profit is still negative.

Some experts questioned that the electric business war is a vicious competition, consumers can really benefit from the unknown. But the current situation is that the Internet shopping environment is so smoky.

Zhang Minxu, Deputy Secretary-General of Guangzhou Liwan District Electronic Commerce Association, believes that it is irrational for electricity dealers to "burn money Wars". At present, the electric quotient is basically in the loss state, "burning money War" will erase the capital strength not strong enterprise's development space. On the other hand, some electric dealers in the capital market hype, do not pay attention to the profits of commodities, the ultimate victim will be the majority of the market.

Some insiders believe that the continued expansion and fierce competition in the industry tightened the power of the electricity business chain, "price war" is not sustainable. Jingwei Investment analyst Zhang Yin said the price war underscores the lack of a reasonable business model for the E-commerce industry, and that low prices without a bottom line are not a sustainable means. The price war will not last long.