The largest electric dealer price war in history: large scale participation enterprises

By the industry as "the largest scale in history," The price of electricity dealers again fermentation. Yesterday, the new egg net announced 300 million yuan to let the amount to join the price war, the main battlefield is also 3C digital and home appliances. This is after the cat, Jingdong Mall and Suning easy to buy, another investment of hundreds of millions of yuan for large-scale promotional enterprises. In the industry's view, the "encirclement and suppression of the Beijing-East listing" for the purpose of the price war is still continuing to spread.

Yesterday, has been a sound development as a core strategy of the new Egg network to change the conservative characteristics, announced its "in the year to promote" plan, said that will let 300 million yuan for promotion, mainly involved in 3C digital and small household electrical appliances. In the new Egg net Market director Meng Fanbo View, this price war is a competition. "than the price, the fight is the quality of products and after-sales service, the future of such activities will continue to mount." Meng Fanbo said.

But half a year ago, the new egg net also maintained a cautious attitude to the price war. Its COO Chi Yongxin in the interview with the reporter said that the new egg network has always stressed "health profit", he also said that "some of the pursuit of sales of the Business Mall" development model is not healthy, "excessive pursuit of sales of enterprises will not be long, sooner or later will disappear."

Before joining the new egg net, this round is regarded by the industry as "the biggest scale in history" the price war has attracted five industry leading enterprises.

A few days ago, the cat announced the investment of 200 million yuan in support of the platform for the price war, and Suning easy to buy and Jingdong Mall has also invested 500 million yuan "against". At the end of April, the Amazon Chinese high-profile provoked the enterprise "the strongest price war in history", and Dangdang has with Gome, Jiuxian nets, a amoy cooperation, the market pattern of the rapid change. Yesterday, the new president of the New Egg Mall recently took office also unprecedented to join the melee. New Egg net related head said yesterday: "The new egg group will increase the resources investment in China." and early participation in the price war is the most direct capture of the market share of the powerful means. ”

Data show that this is the development of China's online shopping market over the years, single category promotions the largest and most involved in the enterprise. In the opinion of the industry, this is not only the electric business enterprises to market share of the chase and wrestling. "The higher the war, the more it will drag down some companies with relatively tight capital, and the day Cat Mall, Amazon China, suning and new egg nets will surely understand this truth." ”

E-commerce analyst Changhao that, in this round seemingly ordinary price war behind, is actually the electric business enterprise to Jingdong Mall listed "Sniper". "Jingdong Mall is about to go to the United States IPO, in order to financial statements of the bright, this before Jingdong Mall has been raising prices, emphasizing service." At this important point in time, it cannot afford a massive, sustained price war. ”

If the successful listing of Jingdong, the domestic business situation will be change, and Beijing East "a single big" situation for other electric companies is not good. "This price war for Jingdong Mall has been the consensus of the industry, participation in price war means that Beijing east to abandon the pursuit of the report, may have an impact on its listing process." "Another owner of the electricity business said. And for the electric business enterprises to encircle the results of Beijing East, an Jingdong mall former executives said "unknown." In the industry, "Beijing-east on the eve of the market was a competitor to obstruct is inevitable, this is positioned as the ' electric business empire ' Jingdong Mall, in the process of development."