The electricity merchant price war seriously violates to the electric appliance enterprise supply Chain

Industry insiders pointed out that the electricity price war is unprecedented fierce, has seriously violated the supply chain of home appliances enterprises

Newspaper reporter Jiali

Now the electric business panic, "you low, I am lower than you" price war repeatedly, Su Ning, Beijing East set off a battle.

Industry insiders said that "the price war continues, will seriously damage the interests of suppliers, and even the entire household appliances industry, product innovation and quality of the great harm, and ultimately more likely to pressure to pass on consumers." ”

Electric Quotient Knives phase

August 13 Night, Suning appliance (002024, shares bar) issued a notice, to the public to issue a scale of not more than 8 billion yuan of corporate bonds. Su Ning said that the financing is to adjust the capital structure, to promote Suning chain, Tesco chain, Suning Easy to purchase the cooperative development and the virtual reality of interactive business model construction.

Suning Appliance has just announced the financing of 8 billion yuan to inject electricity, Beijing East will come to war, triggering a price war. Min, executive vice director of Suning Market Management Center, said: "Raise 8 billion again, not for price war."

14th, two gates sent to fight. The two electrical appliance business Mister Weibo platform is full of war. Liu, chairman and chief executive officer of Jingdong Mall, said that the Beijing-East electricity three years 0 gross margin! Guarantee than Gome, suning chain at least 10% cheaper.

This Chamber just raised the horn to trigger the war, the car was already in readiness.

Suning Electric Appliance Deputy chairman Weimin Micro Bo said, Jing Dong is a child, Su Ning to help it together to do a good job in China's e-commerce industry. For the battle, he said, "Jianzaixianshang, have to send." Jing Dong CEO Liu Response: "Manage their own affairs, do not need to help others." ”

Several acrimony. Jing Dong Performance is extremely active, only 14th one day Liu Brush micro bo dozens of, and said, Jingdong in the country to recruit 5,000 U.S. and Soviet price intelligence, to ensure a cheap 10%. Before the end of the Year 10 new home Appliances Warehouse, 2013 opened 25 home appliances warehouse.

In fact, Jingdong, Suning easy to buy, Xun, when the major electric dealers have already played. Earlier, Suning deputy chairman Weimin said: "Is not to make money, but also to intercept jingdong." ”

Liu the battle to the last of the biggest, most brutal and most comprehensive price wars in the history of the electric business.

Manufacturers or will be defected

Electricity dealer price war Dragon Blood Xuan Huang, the traditional household appliance industry manufacturer has built the on-line direct shop, dabbled in the electronic commerce. Industry insiders pointed out that, due to low price pressure, electrical appliance manufacturers or may be defected.

15th, media reports, Haier E-commerce general manager Songbao said, because prices played too low, will stop in August with the Beijing-East cooperation. At present, Haier is still with Gome and Suning are unified procurement, cooperation is not affected.

The reporter called Haier Securities representative Liu Tao, he said: "has not been informed of this statement, the need for further verification of the situation."

For the Suning, Beijing-East electricity price war, Hisense related people told reporters: "At present there is no more cooperation at the level of problems, Hisense also this year with some of the network shopping platform to establish cooperation and long-term planning e-commerce." ”

Hisense officially settled Taobao mall this July, and with Jingdong Mall, new Egg network, such as network shopping platform to establish cooperation. Hisense said that E-commerce has been the strategic planning of Hisense Group, and plans within 2-3 years, the net sales accounted for more than 10%.

Changhong spokesman Radian told reporters: "The current cooperation with distributors is still in good condition, not affected by price war." ”

But he said: "Price war is a market economy in the balance between supply and demand contradictions of the lever, but whether the traditional stores or online e-commerce business model, dealer price war should not sacrifice the interests of consumers and suppliers, good market competition must follow the rules of fair market competition." ”

Industry insiders said that the price war is bound to seriously damage the interests of suppliers, and even the entire household appliances industry, product innovation and quality of the great harm, and ultimately more likely to pressure to pass on consumers. The manufacturer's defection is feared to continue.

"Price wars directly damage suppliers ' interests and may squeeze margins at any time, and more suppliers may no longer be willing to deal with them," a supplier official told reporters. ”

The price war is getting worse

Industry economic Observer Liang said: "The price war between the dealers is getting worse, for at least 3-5 years, and the intention is to kidnap suppliers." ”

According to industry insiders said: "Jingdong Mall recently in the new round of risk financing and overseas listing stock financing process has made some new progress, funds to get a certain support, and this is the Beijing-East start to provoke a price war background, Jingdong has been at a loss, and nearly two or three years to do not have the profit preparation. ”

It is noteworthy that, 15th noon, Suning Appliance also announced two shareholders will spend more than 1 billion yuan overweight, then suning stock trading.

"Jingdong profit model more and more like Gome, Suning strength store admission fee model, the price difference between retail sales of gross profit Jingdong may be zero, but does not mean there will be no profit, the high return of manufacturers and entry fees become an important source of profits." At present, Beijing East is very eager to build a model of Su Ning, Gome type of financial platform, the larger sales platform to the suppliers to collect more taxes and levies, the next few years Jingdong more is to consider how to expand the sales platform. Liang told reporters.

He said that "Beijing east has kidnapped venture capitalists, investors can only choose to support Jingdong, until the Beijing-east listing can be cash." 20 years ago, the United States and suning price war more brutal, now almost subsided. At present, the market participants more, the industry into the shuffle stage. ”