Revealing the price war

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"Others laugh at me too crazy, I laugh others see not wear." "When the world pulls the neck in the debate in the end is suning cheap, or Jing dong cheap, Liu is sitting in the dark place to steal a laugh, count the masses unseen booty."

Compared with the spoils of Liu, the public is more excited Liu in micro-bo sprayed a few words, the world of electronic commerce immediately changed the weather: gongs and drums have not sounded, the drama directly to the climax, talk about the price war is not only the electric business, and the streets of the big uncle, the report price war in addition to CCTV, There are also radio stations in the four or five-line city. When, the new egg and Xun and other peripheral electric dealers only worry their own voice is too small, Wu Xiaobo Du Zijian Such celebrities can not help but say three language four.

However, the audience's eyes can only see the front, behind the scenes only the parties know. In what is known as the worst price war in history, Daiju's real intentions are actually not simple.

"If you think the price war is really a price, then it's a big mistake." If you think the price war is just a deal against Su Ning, you are wrong. "There are close to Liu of senior electric business people, patting thigh praise price warfare means clever."

The industry in the Storm Center with the truth from the nearest, billion power network each contact the major platform of the high level, from the Jingdong Mall operating status of the basic, analysis of the Liu of the price war behind the heart of the journey, as well as the words of the war behind the four uncovered accidental truth.

The most important: we must borrow electricity to sell sales

If you know what Liu is most afraid of, you know why he is so excited.

"Say 1000 10,000, Liu is now the biggest task is to complete 45 billion sales, not complete this sales, financing and listing to a good valuation, are nonsense." "Some industry insiders said that this year, several major electric platform sales completed the situation is not good, even last year in the limelight of the well-known electric platform, this year can only complete half of sales last year.

Similarly, Jingdong Mall also has this kind of pressure. Jingdong Mall was previously disclosed by the media data show that its 2011-year income is 21.2 billion yuan, and is expected to 2012-year income of 45 billion yuan, an increase of 212%. But according to the previously published data on Liu Weibo, the first half of Beijing's sales growth was only 120% year-on-year, even if the total volume of the pop platform is only 161% last year.

The turnover change of Jingdong mall calendar year

That is so not good-looking sales data, Guoqing also openly questioned Jingdong mall sales of water. There is no doubt that the pressure is hard to imagine that the BoE has to complete the 45 billion target.

To play on the big, Su Ning's advertising words are very suitable for Liu character. In order to complete 45 billion sales, Liu first thought is the Sprint customer unit price very high large appliances. "This year, in addition to sales promotions, Beijing has done two things, one thing is pop expansion, the other thing is a big home appliance manufacturers contract." ”

A senior retail industry personage to billion power network said, shopping malls commonly used to rob customers the method is to take their own weak category attack the strong category, Liu to use the biggest voice to the world shout, Jingdong also sell everyone electricity, sell more than suning gome are cheap. He dares to sell 1 yuan, I dare 0 yuan. "Either kill someone else or get killed." Suning everyone electric customer unit price at least more than 5000 bar, Jingdong selling clothes to sell how many pieces to catch up with Su ning? Can only Rob Suning biggest category, to Su Ning to a drastic. ”

The person also pointed out that once the growth rate slowed, the price war is still the most effective pull sales strategy. "The competitive enterprise must ensure that the number of days of inventory turnover can be vinyl out before it obtains the industry leading position and profits." and promotion is the fastest way to drive product sales, so that the cash flow faster. ”

Most let the Liu neck behind the cool wind swish is, the net buys the user has been robbed by the electricity merchant to be exhausted, new customer growth rate slows down. Therefore, with the increasing volume of Jingdong, Liu must be with suning gome for offline users, through the attack on suning everyone electric "profiteering", with "0 yuan everyone Electric" and "price intelligence" concept to attract users of the eye, to save billions of of the advertising expenses. "Daiju East several micro Bo straight take suning key, marketing cost can be worth billions of." ”