The Electricity business war brings the benefit to the consumer Limited

The electricity business war to bring the benefits to consumers is limited, but in the industry's influence is not small. It triggered the butterfly effect, prompting the electrical business in their respective development, entity management, publicity methods and other issues of a series of changes.

The household appliances dealers who made a yell are falling into a crisis of trust. Even if you hit the line under the promotion of the slogan, it may also be difficult to pull the enthusiasm of consumers again.

Relative to the electricity business site in this price war earned a yell lost reputation, the major parity sites have borrowed power, but become winners

This month, 15th, the chairman of the BoE Board of directors Liu A microblog that sparked a "price war" in the electricity business. This price war, not only Suning, Gome, Dangdang, easy to network, Bowser network and other related electric dealers full participation, Suning, gome, such old home appliances giants also will fire from the line to the line, in the national store to launch the sales price line promotions.

Price war or propaganda war?

Jingdong seems to have been plotting the price war long ago, war opened August 15 9 o'clock in the morning, Liu came to the home appliance production and marketing department to do before the war, to everyone "the current Jingdong in the country into operation of the 18 warehouses in all the big appliances in the form of the price war sold out." But unfortunately, Jingdong Mall in the inventory of large household appliances, the number of its many brands of goods, more than half of the goods, in the listed products, color TV no goods model accounted for 57.66%, refrigerator model accounted for 48.95%, washing machine no model accounted for 60.36%, air-conditioning no goods model accounted for more than 66.81%, Everybody electricity average out of stock rate as high as 60.88%. In addition to the choice of less, in terms of price, Beijing East also failed to give consumers a commitment as "than Suning gome 10%" feeling.

And in a Amoy network to provide "Real-time Parity medal list" on the Gome Mall are ranked top three. Gome Online Mall general manager Handepeng said that the electric business war, Gome's Baidu index from the daily average of 40,000 to 700,000, Gome online mall sales week chain also made the biggest harvest in history.

It is reported that the Beijing-East Board chairman Liu provoked the "electric business war" not only did not weaken Su Ning, Gome's influence, but greatly increased the morale of both, but also prompted them to form a "alliance." Suning Appliance (002024, share bar) Chairman Jindong said that the war again proved that the essence of E-commerce is retail. Retail including supply chain management, logistics construction, after-sales service, information technology, detail management, etc., this is a systematic project, dishonesty the slightest speculation. Gome veteran said, in fact, the World War, Gome and Suning although not met, but has been standing in the two armies, to take the silent tacit understanding under the guidance of the market action. However, according to the "joint" said, Suning Tesco executive vice President Li Bin said: "Su Ning will always follow their own rhythm to take market action, including this price war, is also in the plan of Su Ning." "

"The price war", which was orchestrated by the BoE, is in fact a carefully arranged public relations battle beforehand. "The new seven-day Electric network CEO Zuoyingjie bluntly:" This price war is more hype and fine planning of micro-blog marketing. "

Beijing East shutdown?

In a Amoy network published in the Electricity Dealer price war Truth report, "involving a small number of goods, the actual price reduction is low" This has been the focus of many netizens spit slot, without exception, ranked in the "price war Truth" first.

The report shows that the August 15 day of the real price of the goods only about 5%, and the average price of goods is not more than 10%. In the participation in the price of goods accounted for, Suning reached 7.5%, Gome reached 13.2%, other sites of lower prices of goods are less than 5%. Among them, Jingdong's price of goods accounted for 4.6%.

In addition, the report said, 14th night, some businesses quietly upgraded the price of goods, which Jingdong mall 1.22% of the number of digital appliances commodity prices, the average increase of more than 585 yuan, in the average price of the top ranking. In the following is the bowser, Gome, when, Suning and easy to hear. And the bowser price of goods accounted for the highest ratio, up to 1.87%.

The report also analyses the price movements after 15th. 16th, in the previous day a higher decline in businesses have been rising prices, the performance of the less prominent businessmen continued to reduce prices, and the decline of more than August 15. As of 17th, only the Gome family compared with 14th is still in the price level.

In response to the previous question of data objectivity, a Amoy network issued a statement that the site contains 5,000 shopping sites, more than 1 billion of the shopping data, including prices, out of stock and other information hourly update, the activity of goods every 15 minutes update, compared to the historical price curve, to provide users with real, A comprehensive shopping decision based on the historical information of all the data to be saved.

Although according to statistics, the electric business war to the consumer to bring limited benefits, but in the industry's influence is not small. It triggered the butterfly effect, prompting the electrical business in their respective development, entity management, publicity methods and other issues of a series of changes.

And just as many involved in the electricity business is still not done, the initiator of the Beijing east is going to withdraw the guy. 17th, Liu Weibo said: "Just our shareholders high jianling capital of the boss deliberately called from the United States, protesting I missed them on the shareholder list, stressing their full support for the company!" and suggested that the price war lead to the whole category ... Launch next Monday ... "but the fact is that Jingdong has not launched a whole category of price war, the micro-blog has also been deleted."

According to the statistics of Youdao NetEase, Beijing East and Suning easy to buy a large household electrical appliances, the average price of Beijing East August 15 or 3450 yuan, on August 19, the steady increase to 3614 yuan. In fact, according to the monitoring of a Amoy net, the price of Jingdong has never been lowered.

In addition, before this, Jingdong said that to the Suning Gome stores stationed thousands of price intelligence agents, and high-profile public recruitment. But Su ning aspect but said one did not see.

Who's the winner?

August was originally the traditional home appliance market, but a price war on the home appliance market showed strong growth. August 17 Gome announced the full implementation of the country's 1700 stores "online with the same price" strategy, covering everyone electricity, 3C and living appliances and other categories. Last weekend, Guangzhou Suning announced the launch of the year's largest promotional, offline stores to join the price war. It is understood that the three-day promotional campaign to enhance the overall market share of the absolute ratio, pry moved the entire August home appliance market, the early start of the "Golden Nine silver Ten" sales market.

In the carnival, the participants were all in full pockets. Taste the sweetness of the companies, and do not want to Beijing east of the fire and hastily ended. Online and offline promotions have just been opened.

Su Ning Electric Appliance President Jin Ming said that the national preferential activities will be extended to August 26, not weeks and weekends, the strength of continuity, to seize market share. "Any consumer finds that Suning's price is higher than that of the mainstream, we will give the feedback that has been bought to pay the cash difference." According to Li Bin, more large-scale computer, mobile phone sales campaign is about to be launched.

The United States said to "online parity, offline under the order" to the end. August 25, Gome's annual hundred-store Daqing officially kicked off, the global hundred brands 1 billion of supply tilt gome. It is understood that the hundred shops during the daqing activities, color TV, ice washing, air conditioning category average decline of 30%, kitchen, small household electrical appliances drop by as much as 30%; the whole field of electrical goods full 3000 yuan and send 200 yuan cash coupons, cash coupons can be used to buy a whole field of arbitrary electrical appliances

According to a Amoy statistic, suning and Gome benefited most from the price war. Data show, "8 15" after the price war, Gome, Suning in the Netizen among the popularity and traffic growth exceeded Jingdong, become the main beneficiary. and "Su Ning, Gome has launched a strong counterattack on the Beijing-east, in the 3C number of popular categories to reach about 5% of the decline, the impact of the Beijing-east and other traditional consumer electronics business advantages category."

According to Sogou shopping search statistics, as of 20th, within an hour of the total net of the lowest commodity ratio, Beijing East 13%, gome up to 26%; low price competition, suning easy to buy and Beijing East Two, 48% commodity prices are the same, 18% goods jingdong cheaper, 33% commodity suning cheaper. and NetEase Youdao parity data show, Jing-dong, Suning, when and Gome Mall's big home appliances in August 15 after the price of a small rebound, the price continues to decline. Traffic, after August 15, the basic flow of jingdong to prices before the pre-war situation, suning easy to buy a step, did not fall back to the level before August 15.

In addition, compared to the electricity business site in this price war earned a yell lost reputation, the major parity sites have borrowed power, but become winners.

As a result of the price war at the beginning, the warring parties claimed that their prices are certainly the lowest, and the consumer demand for comparative prices, invisible in unexpectedly "red" a lot of price comparison sites.