Price war is now "four countries kill"

If in three years, any of the sales personnel in the electricity plus even a dollar of gross margin, will be immediately dismissed.

After the meeting with the shareholders, today's capital, Bull Capital, Kleiner, Sequoia, Tiger Fund, DST and other major shareholders participated in all. I say this war is going to cost a lot of cash, what's your attitude? One shareholder said: We have nothing but money.

Liu

Beijing News (reporter Liu Xia Liulan) in the electricity business encounter capital cold winter, the price war heavy and fiery. Yesterday, Jingdong Mall CEO Liu announced everyone electric promotion plan, said "three years 0 gross margin", and directly to the United States, suning as opponents. Suning easy to buy, when, Gome and so on immediately announced the battle, a new round of price war ignited.

Price war is now "four countries kill"

Today, I made a decision again: Jing Dong Everybody electricity three years 0 gross profit! If within three years, any of the sales personnel in the electricity plus even a dollar margin, will be immediately dismissed! "Yesterday morning, Liu wrote in his microblog. "From today, Jingdong all the electricity guarantee than Gome, suning chain cheaper than at least 10%, the company soon announced the implementation Method!" ”

Liu also hung out the Jingdong "Price intelligence officer" recruitment plan, said the country to recruit 5,000 gome suning price intelligence, 2 per shop posted to large household electrical appliances products for parity.

In response to the new offensive launched in Beijing, Suning easy to buy vice President Li Bin immediately on the micro-blog said, Suning easy to buy including home appliances, such as all product prices must be lower than Jingdong, any netizen found that the price of suning is higher than the east, we will immediately adjust prices, and to give the feedback has been bought twice times the difference pay. Dangdang President Guoqing also not to be outdone, 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! ”

Gome Online Mall general manager Handepeng yesterday also told reporters that the Gome Mall in August this year, in the monthly 18th, launched a "price war."

Industry questions "Show"

Earlier, Suning easy to buy, such as the days of the cat deliberately selected in June 18, Jing Dong Shop during the price war. The parties, in addition to continuing the price war, questioned opponents of the various voices are constantly appearing.

"Jing Dong is making a show." Handepeng to reporters, "even if do not do any activity, Gome Mall's product prices are also lower than the full net market price of 5% to 15%." ”

Guoqing on Weibo said: "Gimmick bar, online than others online price, what price war ah." and Gome su ning online parity ah.

For the new price war, Su Ning, Deputy vice-president Li Bin said, "Sustainable price advantage depends on the procurement scale, supply chain efficiency, operating costs, capital strength." Only those who do not have the confidence of the enterprise will be in the mouth hype low price, make a profit at the first consider whether they can survive. ”

Liu responded, said, "From nine o'clock in the morning tomorrow, Jingdong Mall all the big home appliances prices are cheaper than suning line online!" If Su Ning dares to sell 1 yuan, that jingdong price must be 0 yuan! ”

For this round of electricity dealer price war, yesterday many netizens expect concessions to implement. Some netizens said that will carefully compare the major electric business concessions. There are also netizens said that the most concerned about the price of each electric dealer launched a war of products are "custom", it is difficult to find the same products in other electric companies, so can not be comparable, so that price war nominal.

An air conditioner manufacturer Beijing Marketing department yesterday told this reporter that the price war can not break through the price of home appliances manufacturers bottom line, must maintain the stability of the entire price system.

Su Zihuan, executive vice general manager of Changhong Multimedia industry company, said on Weibo: "To consider the interests protection of channel dealers, especially the three or four-tier market."

Analysis

Why does Jing Dong aim at the big appliance?

Liu into the "0 margin" category of large household appliances, including air-conditioning, flat-screen TV, refrigerators, washing machines, home theater, DVD player, including more than 10 kinds. But insiders told reporters that for everyone electricity, jingdong "no sales." ”

Home appliances expert Liu Buzhong that, for Suning and Gome, everyone is the main source of profits, 60% of the profits from the big household appliances, while the BoE mainly rely on computers and other 3 C products, everyone's share of electricity is not too big. So he dared to declare that everyone electricity than suning gome lower than 10%.

HOME Appliance industry observer Wu Xian Jian (end Muqingyan) said that the Beijing-east for the traditional chain war, in fact, embodies the line, offline for consumers, and chain operation, water and electricity consumption can not support the long-term "price war."

As for the risks that may be encountered in concrete implementation, Wu Xian-Jian pointed out that Jingdong will likely face "a price without goods." "In addition, because of the high pressure on home appliances stores, reflected to the supplier level, the factory has refused to supply to the east."

(Liu Xia Liulan)