Suning executives: The price war happened very strange

Jingdong Mall CEO Liu Declaration of Su Ning, the United States caused by the electricity dealer price war, causing a divergence of market. For many media speculation this Liu raid, is to reduce suning appliances (002024, shares bar) share price, fight capital war. However, Suning executives said there was no evidence that the speculation was true.

The Securities Times reported August 17 that an executive who declined to be named told reporters yesterday that the price war was a strange occurrence.

"Liu says our gross margin is 25%, which is actually an obvious wrong number." "The senior executives believe that Suning appliance has disclosed data disclosure, everyone's gross profit margin for 15%~21%, which is very different from the Liu." In conversation, it is hard for the executive to believe that Liu does not know the data.

and Daiju East launch big home appliances price war main reason, it is suning appliance 25% gross profit margin, Liu think this belongs to profiteering.

Suning executives said the Liu price war practice is very disorganized. "Since to launch a price war, should be prepared to supply enough, to be in the logistics and distribution are ready, to do these 3-5 days of time is very hasty." ”

Daiju East launched a price war, seems to be a whim, there are media reports, the company's employees are also suddenly get to play a price war news. The August 15 sales also showed Liu ready to rush, there are many goods broken.

(Securities Times News Center)

August 15 is suning easy to buy the day, Suning easy to buy early preparation promotional activities, Jingdong Mall in this time to launch price war, there are aggravating suspicion. However, the above suning executives do not seem to care about this, he said that the business shop celebrates competition is normal behavior, but "to compete but not ready to be a little strange." For many media speculation this Liu raid, the aim is to reduce the price of suning appliances, fight capital war. The executive said there was no evidence that the speculation was true.

This price war, also exposed many problems of suning appliances, which suning easy to buy site construction rather than power, paralysis phenomenon, reaction speed is also slow. The executive said the 15th traffic is too big, a historical limit, is the historical highest value of 2~3 times, web site bandwidth unbearable, 16th situation has improved, "but these are small problems, it is easy to solve." He said that after the price war, Suning still has a lot of things to do, the system, backstage to further improve, "this is actually a good thing."

According to a Amoy network statistics, this price war in Suning easy to buy many products are not dominant price. In this respect, suning appliances, the executive said, each business is the same as the normal things, suning easy to buy all commodity prices are not the lowest, "Suning will not participate in price war, but will participate in price competition." "There is a need to explain that suning will not promise the lowest price." "he said.