The Electric Commerce War refracts the lack of business ethics competitors should respect each other

Beijing East Suning gome price war watch Ten

The uproar of the electric business War, its Xing also Bo Yan, its death also suddenly Yan.

From August 14, Jing Dong CEO Liu in micro-blog said the Beijing-East everyone electricity "three years 0 gross margin", all of us electric guarantee than the Gome Suning chain cheaper than 10%, will send staff stationed in Suning Gome store, to Su Ning, gome after the hearing of the challenge, and then to August 15, Beijing East, Gome, Suning three major electricity price war officially started, and finally to the NDRC to identify the price war fraud consumers, such as Beijing East, Su Ning and other electric companies have apologized and pause.

Although, "buy never sell the essence", the electric business tycoon's decision maker is far more rational than the consumer wants, but the electricity merchant has earned the eyeball, may lose is the most important commercial prestige commodity economy Operation Basic Cornerstone. "The Life-and-death struggle of the blood" is a trick to trick consumers. Fictitious original price, do not carry out "0 margin" commitment, marked no goods actually have goods, coincident goods less impossible parity ... All sorts of misdeeds show that this is a blatant hoax.

Three electrical appliances dealers were accused of a swarm of crooks by the NDRC fined

August 14, Jingdong CEO Liu the first in micro-blog said, Jing Dong everyone Electricity "three years 0 gross margin", all of us electric guarantee than the Gome Suning chain cheaper than 10%, will send staff stationed in Suning Gome store.

Then Suning, Gome have to challenge, Suning easy to buy executive Vice President Li Bin 4 o'clock in the afternoon response: "Suning easy to buy all products price is necessarily lower than jingdong, any netizen found suning easy purchase price higher than Jingdong, will immediately adjust prices and pay." "Gome Vice President Yang Night 10 o'clock to join the price war, and said:" Starting from August 15 9 o'clock, gome online mall goods prices will be 5% lower than Jingdong mall. ”

However, the commitment of the electric dealers in the price war did not cash, was accused of "light thunder and Rain", "fooled consumers." National Development and Reform Commission price Supervision Bureau of the "price war" survey results show that in the course of price war, there are electric business promotional activities suspected of fictitious price, fraud consumers. Electric Dealer price war is suspected of "four counts": 1, fictitious original price, 2, failed to fulfill "0 gross margin" commitment, 3, marked no goods actually have goods, 4, coincident commodity is few.

As some netizens pointed out, these electric dealers are a litter of crooks, both damage their own, but also hurt the industry's credibility. When the development and Reform Commission announced the investigation decision, many netizens in the news thread in the message, expressed support for the electric dealer fraud consumers punished. Shanghai Big Bang law firm partner, lawyer Yunting said, Beijing East, Gome, Suning price war to say too full. The business promotion must guarantee the minimum authenticity, this matter also reminds all the merchant hype propaganda to be possible to touch the law too. At present, China's entire business environment is not very good faith, through this survey to help alert the business.

The Electric Commerce War refracts the lack of business ethics competitors should respect each other

"Pseudo price war" in the power of the giants of the commitment has not finally materialized, the lack of commercial integrity revealed. To uncover the coat of the electric business war, consumers see the nature of capital being naked and profit-driven. As the business value of the evaluation: "The real battlefield is not Weibo, not the electric business circle, but in the capital market." "We have nothing but money," said Liu, the head of Jingdong Mall, who openly claimed in Weibo. You can fight it, hit the dead! ”

Language is not astonishing death, is one of the characteristics of the network language, the electric business of the big guys more for the Qing generation, will inevitably be this "thunder" infection. Some people seem to overlook the fact that Weibo is not just a marketing tool, but a "public place". A variety of "shocking" slogan so that consumers hang high, but once you can not achieve, it will appear "to lift a stone to their feet" dilemma.

The war originated in Daiju Dongfa's microblog, which he continued to use on Weibo during the "wars". Suning Chairman Jindong In an interview released "Ruthless Words": the first half of the easy to buy growth rate is 120%, if the Beijing-East faster than Suning easy to buy, I will give Su Ning to him. Liu immediately responded to his microblog. "Official statement: I accept the challenge of brother in the Near East!" At the same time require each other to fulfill their promise! Don't be a wg!. I will come up with the win of Suning appliance (002024, stock bar) shares of 100 million shares in the share to send forward this Weibo netizen! ”

Electric business bosses of the "inexplicable excitement", so that those difficult to achieve the promise of rapid spread, buried a "time bomb." and micro-blog marketing has evolved into micro-bo "public opinion war", competitors "mutual injection", with the help of "unknown truth of the onlookers", so that the lethality of the infinite amplification. They say that the price is the lowest, neither respect others nor respect themselves.

In the price war, the traditional virtues of the Chinese nation, "benevolence and righteousness, wisdom and faith" are all gone, replaced only by cunning and greed. Their false propaganda violated social morals and business ethics, and touched the bottom line of the relevant laws. The profit-driven impulse of capital is like a runaway Mustang, rampage, in order to commercial interests, trampling on the bottom line should be adhered to. And there is no commercial integrity and social moral constraints of the market, must be disorderly, jungle, who has more money who can dominate, the jungle, such a vicious disorderly competition for the development of the market is harmful.

Merchant price fraud should be punished product price competition to carry forward

In the history of China's commercial development, there is never a lack of "price tough" cases, the end will be the entire industry hit a huge blow. Even from the consumer interest observation, vicious price war is not necessarily long-term positive. The result of the fierce price competition is increased market concentration, but when competitors are eliminated, strong companies tend to choose to raise prices to grab high profits. The typical case is the world of the microwave oven market round the price war, in the dominant market position, the low price is no longer the enterprise's competitive means, but in the name of a variety of new products constantly improve the market price of microwave ovens. In the long run, it does not mean a real increase in consumer welfare.

It is important to note that, while price fraud must be resisted and punished by administrative law enforcement, it does not mean that price wars are a phenomenon that should be denied. At the beginning of the electricity price war, there is public outcry for government intervention, but the Ministry of Commerce said the normal price war on the government will not intervene, is undoubtedly the correct attitude. And the NDRC's investigation is not about the price war itself, but about the possible price fraud, which is also a correct attitude.

The price war should not be the "scapegoat" for this war. Price war has always been one of the means of business competition, market regulation is not "to eliminate" price war, but to let the price war in the legal rules of operation. Through the price war, the enterprise found the management of the deficiencies, and some made an apology, but also have to bear the consequences of the loss of goodwill, the Ministry of Commerce and the NDRC and other relevant departments in time to make timely statements and intervention, back to the public a truth. Under the conditions of market economy, we should continue to encourage enterprises to actively compete, crack down on illegal competition, strive to create a fair and competitive business environment, and improve the core competitiveness of enterprises.

Now, waiting for the big dealers will be a ticket from the NDRC. They must pay the price for their fraudulent practices. For the electric business, this is not necessarily a bad thing, it will create an opportunity for the whole industry to reshape the sense of business ethics and rules, so that the electric dealers gradually get rid of Robin Gas and childish, truly become responsible modern commercial enterprises.

In addition to the NDRC's fines, we need special legislation in the field of electronic commerce. Fines are always a stopgap measure, and legislation can conserve the soil of the rule of law market. In this field of chicken feathers of the electric business after the scuffle, the relevant legislation is clearly not to be protracted. (Jia Wen)

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