The number and decline of commodity prices are limited

Jing-dong, Suning, Gome, the huge price war yesterday on time, many people have to buy electricity plan consumers early in the computer in front of the ready to "pick up cheap." However, many consumers find the price feast is not as good as expected. From a Amoy monitoring also showed that the day's highest price of goods fell only about 10%. More than half of the commodity data that many businesses advertise as "the lowest price" are in a state of no order.

The first day of battle

The number and decline of commodity prices are limited

Yesterday morning, Beijing East website hung out "Jingdong home appliances 4 Anniversary Discount" ads, and played a "price back to 4 years ago," the seductive slogan. 10 o'clock in the morning, Suning easy to buy also started on-line "whole category 0 yuan buys" activity. The price war has officially begun.

Because the two sides to reduce prices, so the day of home appliances price changes very frequently. To Sharp lcd-32lx330a 32-inch high-definition LCD TV price, for example, the price of Jingdong first from 4099 yuan to 2399 yuan, then fell to 2288 yuan, and then rose back to 4099 yuan, in a short period of 4 hours, the price changes to and fro four or five times. According to the comparison of the search website, the price war in yesterday, the two sides have more than 2000 items of average price changes more than 5 times.

A Amoy net price monitoring shows that as of yesterday 5 o'clock in the afternoon, suning prices than the east of the large household electrical appliances goods have 297, accounting for 25%; Jingdong prices than suning higher goods have 475, accounted for 41%; the remaining 33% of the goods are the same price. It is noteworthy that Gome became the price of the ring of the Dark Horse, a Amoy network monitoring shows that the same day, the United States electricity (television, refrigerators, air conditioners, washing machines) in the field of the price of goods is far higher than the Beijing-east and Suning, to 16.6%, while the Beijing-east price of large household electrical appliances

Amoy NET data also shows that the day it monitored the network of six major business of 117,000 more than the net to buy large household electrical appliances, of which only more than 5,000 commodity prices have fallen, accounting for only 4.2%, and the day the highest price of goods fell only about 10%.

Reporter yesterday real-time check a Amoy net "compare the ring table" found that in many businesses advertised "the lowest price" of the commodity data, even more than half of the goods are in the state of no goods. Amoy Net list of out of stock rate table shows that yesterday, Beijing east of the shortage rate of up to 29.63%, when the 18.8%, Gome for 2.76%, suning for 11.12%.

Consumers accuse Jingdong Suning of speculation

Many consumers have found that the price feast is not as good as imagined. Netizen "non teacher" said: "Jingdong really can incite, low price products in fact than suning easy to buy lower a dollar, high but higher than more than 200 people, and a lot of goods." "Net Friend" forever-far "is to expose Jingdong prices before the price of the east, said the Beijing-East everyone electric category has nearly 50 items in the evening of 14th quietly price increases, from 30% to 100%. Xun Network CEO Bu Guangzi yesterday bursts three micro-blog, that "Beijing East Soviet-American War" is a marketing scam.

Outside speculation

There's a short conspiracy.

There are rumors that, in order to raise the battle of the electricity business needs of huge sums of money, suning appliances (002024, shares bar) boss Jindong Total took out his own suning appliance shares of Two-thirds, has pledged in a number of trust companies under the name, which let some short institutions see the opportunity, So someone urged Daiju east to launch an unprecedented scale of malicious price war, the ultimate goal is to directly suppress the price of suning appliances. As long as Suning appliance's share price is hit below 4 Yuan, will trigger the supplementary pledge material again the request. If not satisfied, it is very likely that the trust companies to sell a large number of suning appliance stocks, leading to a collapse in prices, so that the behind-the-scenes to achieve a low price malicious purchase of Suning Electric shares.

Stock market dynamics

Suning shares trading

Under the influence of "price war", Suning appliance continued to decline yesterday morning. But the dramatic scene in the afternoon, Suning Appliance Noon Notice Company Shareholders Suning Electric Appliance Group based on the company's strong confidence in the development prospects, the plan in the next 3 months to increase the company's shares, the total amount of overweight not exceeding 1 billion yuan. Affected by this message, Suning appliance stock price straight up, the inflow of capital volume, the tail plate seal trading, quote 6.47 yuan/share.

Experts say

Several big electric Shangdou will benefit from this

Jingwei Investment analyst Zhang Yin said that the price war is still the most effective marketing method, through the move to attract eyeballs, increase sales, from this point of view, a few big electric Shangdou will benefit from this price war. He says the price war underscores the lack of a reasonable business model for the E-commerce industry, which will not last long.

Alleged violation of the anti-Unfair Competition Act

Chu Baochang, head of the China Consumer Association's Law Group, said the current price war is suspected of violating the "anti-unfair competition Law" 11th, "operators must not crowd out competitors for the purpose, at a price below the cost of selling goods", as well as the "Price law" 14th, "operators shall not have the following improper price behavior, including in order to crowd out competitors or monopolize the market, at a price below the cost of dumping, disrupt the normal production and operation order, damage to national interests or other operators legitimate rights and interests. "Chu Baochang said:" As soon as possible to introduce the principle and rules of fair competition between operators, the use of legal constraints unfair competition. "(according to Xinhua news Agency)

Dialog

Liu Detailed price war

Yesterday, Jingdong Mall CEO Liu called the media, detailed this price war "baked" the whole story.

Reporter: August 15 coincides with Suning easy to buy three anniversary of the first day of the big promotion, Jingdong price war has been planned for a long time?

Liu: I think it's all a coincidence, not that we planned it beforehand. said on the micro-blog, the other side (Su Ning) reaction is very intense, then I said, since so, simply to fight it. We were prepared for it anyway.

Reporter: Early preparation?

Liu: I think seemingly accidental, in fact, is inevitable. We maintain the growth rate of 150% annually, within three years two (Jingdong and suning) scale can not have much gap, in this case, both sides of a fierce battle inevitable.

Reporter: Outside speculation you hit the price war is aimed at blocking suning financing, and even deliberately suppress suning price. Do you have the idea?

Liu: pure coincidence.

Reporter: This price war is aimed at the East Suning, Gome's line of big appliances, why?

Liu: The profit of 3C product basically is very low, little space. And everyone electricity on different, Gome, Suning's big household appliances gross margin as high as 25%, a dozen can be cheap hundreds of. I just want to hit 25% of their gross margin to 10%, which is my goal.

Reporter: Some people question the irrational price war will damage the healthy development of the industry, do you agree?

Liu: We do not think that the price war will certainly damage the industry, which country of the world, which health industry is not after the brutal price baptism, to achieve the most beneficial to consumers. Su Ning, Gome's offline cost is too high, this is a cancer. This price war will allow all participants to face up to their own costs and make everyone realize that if you don't cut costs, you will die.

Interviewer: What advantage do you think Jingdong has in the price war?

Liu: The real decision winner is the cost of the lower. Suning's store, sales staff costs are very high, and Jingdong does not have these at all, so Jing dong Everyone electricity does not need to take 10% gross margin can profit, but Gome, suning even take 25% gross margin can earn 3 points, that is, their cost to reach 22%, and we cost as long as 6%, it is so simple.

Reporter: Outside worried about the capital reserve of Jingdong is insufficient, also spread the news that you refinancing again, you plan to hit when?

Liu: Yesterday I also looked at our account, and 8.7 billion yuan, we do not need to finance. As long as 8.7 billion did not hit the light, continue to play. If the price war lasts three months, we're going to postpone the IPO for another year, and make sure to go public again after the war is over.

Explosive material

Beijing east or by the supplier palace

Yesterday, there is news that Haier E-commerce general manager Song Bao revealed, because Jingdong mall prices played too low, Haier has stopped its cooperation in August this year. In this respect, Haier electric appliance official said, has never said that the cessation and Beijing-East cooperation, will be confirmed after verification to reporters a statement. But as of last night, when the reporter press, Haier officials do not have a clear statement. But a vendor who declined to be named confirmed to reporters that Haier had "suspended" cooperation with Jingdong in the early part of this month, but the direct reason is not Liu's launch of the big home appliances price war. The same person also said that Sony and Samsung two companies yesterday had made clear to Beijing that it would not support their price war, and a number of domestic appliance manufacturers are ready to demand cash spot transactions in Beijing or demand that it shorten the current 25 days of accounting period.

The above suppliers also revealed that August is really a life and death threshold in Beijing, this April, Dangdang CEO Guoqing has openly said that the cash flow will be in August, "guoqing algorithm is actually very reasonable, but at that time by the Liu of the strong response to gambling, did not arouse the attention of the outside world, Now it seems that the last round of capital in Beijing has been used almost. According to the person, in fact, the supplier of the heart is very clear, so may have taken some measures to jingdong, so that Liu simply let go, if the success of this war to dominate the electrical appliance industry, then the supplier will value its shipping scale and its peaceful, but in case of this war, That Jingdong may encounter a few years ago Gome experienced suppliers collective forced Palace situation.

Another unnamed source told reporters that Jing-dong in Shanghai investment 100 million yuan set up the Shanghai round Mai Trading Co., Ltd. exists with the Beijing-East line under the relevant transactions. The person said that Shanghai round is responsible for the Beijing-East in Shanghai market after-sales service, but in the last year there was a large number of purchases on the Jingdong line of products, "the right hand to the upside is to hit the sales scale to attract a new round of investment." "For the above statement, Beijing East Department of Public Relations, said yesterday, the Beijing-East service object is always the end of retail consumers, can not be handed down."