Su Ning 0 Yuan second kills causes server overload

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In Jingdong Mall board chairman and chief operating officer Liu yesterday micro-Bo challenged, the other two domestic appliance chain giant Su Ning and the United States immediately challenge. Yesterday 9 o'clock in the morning, the two sides officially launched a price war. Beijing East threatened big household electrical appliances than suning line under all low, and Su Ning not to be outdone, the response said Suning easy to buy, including home appliances, all product prices must be lower than the BoE, such as the discovery price higher than the east, immediately adjust prices and pay twice times the difference.

However, in the Jingdong Mall and Suning easy to buy on the network, Yunnan area because of the speed and distribution of goods and other issues are almost "isolated" in the war. Reporter visit to Kunming suning Appliance (002024, stock bar) entity shop found, and is online pitched suning easy to purchase compared to the entity shop slightly deserted, all the prices remain unchanged.

Su Ning 0 Yuan second kills causes server overload

Electric Dealer price war, let many netizens excited unceasingly. 9:30 A.M., Liu in its micro-Bo said the price war just 20 minutes, has received nearly 50 million orders. and carry out 0 yuan seconds to kill and buy the activities of Suning easy to buy, there are many netizens reflect, the official website server due to traffic too large, overload and once collapsed.

In the electricity dealer price war the day before, Kunming Citizens Jing respectively Login Jingdong Mall and Suning easy to buy a webpage, the favorite of a refrigerator, intends to take advantage of the price snapped up. Yesterday 8:40 A.M., she turned on the computer found that she intends to buy the electrical appliances in the east of the price has not adjusted, Suning easy to purchase the Web page can not be opened directly.

Until 10 o'clock in the morning more, after constantly refreshing, Jing finally opened the website of Suning easy to buy. According to the price, this section in the real store price of 2499 yuan in the refrigerator in suning easy to purchase price for 1889 yuan, although the price of 600 yuan, but the Kunming area shows no goods. To log in to Jingdong Mall, Jing Pleasantly surprised to find that this refrigerator not only have goods, and the price straight to 1559 yuan, but when she purchase a single, the page shows that the Kunming area is out of stock.

And Jing have the same encounter many netizens. Mr. Wang told reporters, in Suning easy to buy Shuaikang kitchen appliances series of promotional activities, recommended 5 products in Kunming are showing no goods. The reporter found that the phenomenon of out of stock is divided into two kinds, one is in the country have a large range of out of stock, the other is only in Yunnan and other small areas appear without goods.

Price rises quietly on the eve of Beijing east

In addition, from a Amoy network monitoring data show, Jingdong Mall 14th at night in everyone's electricity category on nearly 50 items quietly rising prices, price increases from 30% to 100%, ranked among the merchant "quietly rising prices" list top. In contrast, suning, Xun and other businesses in the price of goods is far lower than Jingdong mall.

Netizen monitoring found that August 14 night, Jingdong Mall a sharp (SHARP) lcd-32lx330a 32-inch high-definition LCD TV price from 2699 yuan to 4099 yuan, but after 9 o'clock 15th, the price of this commodity began to reduce from 4099 to 2399, with Then again fell to 2288 yuan, and then rose to 4099, in just 4 hours the price of the goods changed 5 times.

In addition, Ruyi Amoy Web site monitoring shows that in the Beijing-East promotion page, at least 30% goods in a state of no goods. In addition to the shortage of Kunming netizens feel depressed outside, product distribution also let a lot of people angry unceasingly. "Why do not electricity to the Guandu delivery?" "Netizens" in micro-blog said, before he bought a TV in Jingdong can be delivered, after a short time, when the price of electrical activities to show that he has a single refrigerator can not deliver.

Kunming entity Shop not price adjustment

Youdao Shopping assistant published data show that yesterday as 14 o'clock, everyone electric category, the average price of Beijing east is 3452 yuan, one hours ago down 12 yuan, the price of goods for 39%, and Suning's average price of 3233 yuan, less than an hour ago down 2 yuan, the price of goods for 7%. The two prices of the same 24%, Jingdong is cheaper than suning accounted for 45%, and suning than Beijing East cheap accounted for 31%. As of 13 o'clock, jingdong 20% of goods than suning cheaper than 10%.

In spite of the price, Jingdong above, but there are insiders said that for everyone's competition, Jingdong Mall no matter from the brand, or the number of models are less than suning. From the supply of supplies, suning easy to buy in the supply of more than Jingdong mall. To flat-screen TV as an example, from the brand look, suning easy to buy only 32-inch TV has 15, Jingdong Mall has 3; from the model, Suning easy to buy 32-inch TV model number 47, Jingdong Mall has 4.

It is understood that users of the electricity quotient of this "price" reaction is fierce, from a Amoy network of data, yesterday, a Amoy comparison page of the browse volume and keyword search volume increased by more than 10 times times; browser parity client to download the volume of the growth of more than 5 times times, after 9 o'clock, there are more than tens of millions of users at the same time open Ruyi Amoy clients to compare.

In the face of the online price war, Kunming Electric market has not been affected. Yesterday morning, the reporter came to Kunming suning Electric power, because it is not the weekend, the store customers very few. Staff said that Suning easy to buy this promotional activity is the strongest since this year, but does not involve the physical store price adjustment. At present, they have not received any notice of the adjustment of electrical appliances, all goods continue to sell at the original price.

Lei leaflet Liangdong (Kunming Daily)

In-midfield inventory

Half of Beijing's stock sold 200 million

According to the way the shopping assistant provides the data show, compared with August 14, Jingdong Mall, Suning easy to buy, Gome Online mall, such as the traffic has been greatly increased.

Suning's Tesco growth rate is up to 837%. Jingdong Mall's traffic rose 144%, the third. However, from yesterday 7 o'clock in the morning to 11 points collected data show, Jingdong Mall flow ranking to 45.9% of the proportion of stable first, suning easy to buy in this day to surpass the cat, ranked second.

Li Bin, an executive vice president of Suning and Tesco, said that as of 18 o'clock, the number of visitors to Suning's website had increased nearly 10 times times over the same period last year, and the overall sales had grown 10 times times year-on-year.

August 15 13:32, Jingdong mall Sina official Weibo announced, "Up to now, the Jingdong mall August 15 Total sales of all categories over 200 million". Liu forwarded the microblog, saying that "half of the country's inventories have been robbed". Half of the inventory sold 200 million, many netizens said that the Beijing east everyone electricity "too weak."

Voice

Nine into the net friend think the businessman together hype

In the micro-blog for this incident initiated by the micro-topic, nearly 90% of netizens think this is a businessman in the joint hype.

@ "Wangyu Brave": Look at the fridge, click on the link into the air-conditioning.

@ "Banned citizens": the story of a bunch of idiots and three liars.

@ "The sea around the corner": Pro, Suning card, Jing dong all kinds of goods, playing what Ah, go back to sleep!

@ Global Appliances: Sharp (SHARP) lcd-46ds30a 46 in the east of the price is 5799 yuan, small series to compare to the price of other electric dealers, but search engines in addition to the Beijing-East can search for this product model, none of the obtained. Small Series Login Sharp official website, such as the figure shows unexpectedly in the official website also did not have this product! You say the price is low? Yes, this is the only family you can say.

This newspaper synthesizes

Observation

The lack of business model behind "madness"

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.

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 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.

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.

Xinhua