Reflection on 8 15 price war

8 15 http://www.aliyun.com/zixun/aggregation/34463.html "> Electricity price war is actually an industry has long been accustomed to farce; 8 14 day, Jingdong Mall CEO Liu First in micro-blog, We promise you the next 5 years 0 gross profit, and the price is lower than the competition, provoked to suning easy to buy price war; 8 15 the same day, Suning easy to buy, Beijing East, Gome have threatened to lower prices than competitors, price war in full explosion, and many consumers see the result is the real price of goods without goods, Commodity prices have not been promised to the same reduction, consumers did not get real benefits; In recent days, the development and Reform Commission for the 8 15 price war launched a survey, made three electric dealers exist price fraud, Beijing East publicly issued a statement on this matter to consumers apologize, A paper apology to the industry's development can bring much benefit, now still unknown, but can be sure that according to the current industry environment, price war in the future is difficult to avoid;

The price war provoked by Jing Dong, the most classic one, is at the end of 2010, when just listed, Beijing East November online book products, the end of the Liu in micro-Bo publicly launched the book field to when the price war, Guoqing High-profile Challenge, followed by excellence, easy to hear, Bowser network also joined the battle, Dangdang also will fire to the Beijing East main category 3C, but Jing Dong did not challenge, a price war hastily; The strategy of the comprehensive electricity price war can be divided into the following kinds:

One is "Tian bogey horse" type, that is, to their inferior category attacking the advantages of the category, such as the Beijing-East electric business and Suning compared to the total is not a scale, suning annual sales of hundreds of billions of dollars, and Jingdong only a billion of, lower prices caused by the loss of natural than suning much smaller Jing Dong to just online books to attack when the main business is also this truth;

The second is the "fraud" type, which is generally adopted in a way, that is, before doing promotional activities to increase the price of products, to be in the event of the price will be reduced to the same level as normal, to consumers caused by the illusion of price reduction;

Third, the "kidnapping" type, that is, the demand for suppliers to provide resources, bear the loss of price war, the electrical business only bear a very small part of the cost, not strong enough to accept the supplier reluctantly; at the end of 2010, when the book War was the result of some publishers boycott,

Either way, the benefits that consumers derive from it are small, the result can only be to pay for the sales growth of electric dealers; in the short term, consumers have not suffered great losses, the ultimate goal of the price war is to establish the dominant position of the enterprise, may form a monopoly on the market, and ultimately the victims of the consumer Enterprises in the pursuit of growth at the same time can not ignore their social responsibility, whether internal or external, Jingdong Mall has always stressed the customer first, Can 8.15 price war Real insider disclosure is equivalent to mercilessly slapped himself a slap, jingdong an apology cannot conceal its cheating consumer behavior, Weibo has always been a high-profile Liu in the Development and Reform Commission after the publication of the survey results have remained silent, rather than start the price of the war, can not help but let consumers sigh; commercial competition is the inevitable market, competition should have its own reasonable logic, enterprises should To take effective measures within the bounds of the permission, instead of playing "Hide-and-seek" with the consumer, of course, there are institutional reasons for this situation, the price war with the relevant departments have not been effectively restricted, enterprises have a lucky mentality, causing consumers to be deceived once; perhaps the enterprise can use this method to deceive, But the truth is always out of the day, consumers to its trust will be greatly reduced, which is the weight of enterprises should be a good weigh;

As consumers, price is not the only measure of shopping choice; As an enterprise, the pursuit of high growth should not be its sole objective; As a regulator, the maintenance of enterprises should not be its uphold the practice; In the absence of legal system, participants need to form a strong mutual restraint mechanism, consumers, Regulators can effectively correct the irregular practices of enterprises, if the supervision is strong enough, perhaps we should learn from some foreign practices, in price fraud on the enterprises to impose heavy penalties, in order to restrain the consumers under the condition of not effective constraints on corporate behavior, to prevent all kinds of market-distorting practices;