The "melee" that many electric dealers joined

Recently, the electric dealer "price war" play in full swing. Originally just Jingdong and Su Ning, gome between the "frame", gradually evolved into Jingdong Mall, Xun, suning easy to buy, Gome Online mall and many other electric dealers joined the "melee."

It is undoubtedly the core goal of "price war" to compete for the huge reality and the potential electricity consumer resources. Who will be the winner in this battle? "Price war" is the most direct means of business competition, consumers loved. But for the merchant, the fight to the end can only be a lose-lose.

E-commerce is in the ascendant in China. As of December 2011, China's e-commerce market turnover amounted to 6 trillion yuan, an increase of 33%, in the next few years, E-commerce services industry will usher in the "Golden Age", 2015 or break through the scale of 10 trillion yuan.

At present there is no absolute hegemony of the situation, the electrical business enterprises are trying to break the siege, happy enclosure. In order to suppress competitors, occupy more market share, and digest inventory, the "price war" between the electric dealers has not broken. The first round of price war by Suning Tesco in April, and then attracted Gome, when, days, the cat, Jingdong, Tencent and many other Web sites have participated. Since then, Beijing East in June set off a round of price war, to shop for the whole June to hold a series of promotional activities, claiming to let 1 billion, and then several other competitors have also poured into the war without smoke.

Price war is an inevitable product of market economy and an important part of marketing. Price wars can benefit consumers directly, accelerate market expansion, increase social purchasing power and expand domestic demand. However, it is noteworthy that the original "price war" is the main driving force is market-driven, cost-driven and technology-driven. Price war can eliminate a group of inferior product manufacturers and seek short-term interests, to stop the duplication of investment, so that social resources are reasonable integration and utilization. Price war urges Chinese enterprises to optimize the management level and human resource quality, and promote the competitiveness of national brand to fight overseas market. Accelerate product innovation and marketing practice upgrades.

Since the reform and opening up, the Chinese market has broken out many price wars. In the late 90, Changhong, Haier and other household electrical appliances industry has also occurred in the "color TV price war" "Refrigerator price war" "Microwave oven price war." Overall, the price war to provide the market is "positive energy", so that consumers have benefited.

But at present, the "price war" among the dealers is the distributor instead of the manufacturer, which can only bring about the change of business model and consumption habit, and it is impossible to promote technological progress. In this way, it is tantamount to thirst and lays to obtain the growth of turnover at the expense of profit. This not only brings a serious impact on individual development of electric business, but also brings the double crisis of trust and sincerity to the benign development of electronic commerce.

The electric business and its low-end "price war, but also upgrade their" soft power, focus on the profit model, commodity selection, customer experience, marketing tools, after-sales service and so on.

However, the "price war" between Tepco and other electric dealers has aroused the concern of regulators. Recently, the Ministry of Commerce, deputy Director of the Department of Circulation Development, said that the Wang Desheng "price war" related issues in the Ministry of Commerce issued the "third Party trading platform Service specification" has provisions. In the future, the responsibilities and obligations of all parties to E-commerce transactions, in addition to the relevant laws and regulations to improve, in the relevant standards should also be refined and supplemented, "E-commerce marketing operating norms," and other standards have been included in the formulation of plans.

In recent years, Mofcom has strengthened the construction of relevant standards to promote the healthy development of e-commerce and online shopping. At present, the "Electronic Business Model Specification", "Network trading service norms" such as some standards, but also some requirements in the relevant documents made provisions, such as Third-party trading platform service standards, is issued in the form of the Ministry of Commerce documents.

According to Wang Desheng introduced, in order to meet the needs of E-commerce, network shopping development, the Ministry of Commerce will increase the standard in this regard, such as the plan has been included in the "Shop Credit Evaluation Indicators", "Network Group purchase Management norms", "Network Group purchase Enterprise Credit evaluation system", "E-commerce marketing operation code Wang Desheng pointed out that E-commerce not only includes the platform itself, as well as operating service providers, supporting service providers and other aspects of its responsibilities, obligations, in the future, in addition to the relevant laws and regulations in the improvement, in the relevant standards also to be refined and supplemented.

The healthy development of an industry, in addition to adhering to the law of the development of market economy, the supervision and guidance of government functional departments is also very necessary, it can guide enterprises from the vicious melee in the rational return, so that the industry better development.