The recent fierce price war of electricity dealers has aroused the concern of all parties

The first agricultural and economic analyst Li Cheng recently intensified the price war of electricity quotient, arouse the attention of all parties, consumers watching lively, electric dealers burn investors ' money to treat "netizens", seemingly killed lively, in fact, hidden industry development crisis, especially for small and medium-sized electric dealers, with the increasing price war, it is likely to face the "close off vegetables" survival crisis. In fact, such trends are constantly fermenting and brewing.

This time, Jingdong Mall family Liu in micro-Bo brewing a new round of price war, the spear Sword refers to the death of Su Ning, then Suning and Gome, when the Giants said the challenge. All took the lowest price in history to enter the war. For a time, the electric business field Shiji, bloody taste full.

Liu's microblog wrote. Starting from Tomorrow 9 o'clock in the morning, Jingdong Mall all the big home appliances prices are cheaper than suning line online! And no bottom line of cheap, if Suning dare to sell 1 yuan, that jingdong price must be 0 yuan! We have nothing but money! You can fight it, hit the dead!

In fact, Jingdong Mall this time to lift the market the most significant price war, in essence, is also afraid of self-defense behavior. From its financial results can be seen, Jingdong itself, although are market segments of the leader, founded in 1998, although last year's market share accounted for 51%, but the net interest rate is only-5%. The customer base is very likely to be taken away by other electric dealers, carefully nurtured large market share is likely to have not made money to rest the food. Facing the increasingly white-hot competition environment of the electric business, Jingdong insecurity. Jing Dong's psychology is actually contradictory, since has already used the loss to exchange the market and the consumer, and so on makes money, now has appeared the Su Ning, the Gome and so on "Chen Bites the Gold", why not endure endure, will they all kill, the stable sits the industry eldest brother.

Jingdong has been losing money for 8 years, and Liu claims that it will continue to earn 0 cents in the next few years. If you continue to lose money, then the next capital can not agree, investors can not agree, let alone can not go public. is a big problem.

But the giant earns is the monopoly, the fight is the capital, Rob is the industry eldest brother's position. Many of the small and medium-sized electric operators are trying to survive. The fight is blood and sweat. It can be said that Jingdong, Gome, Suning "Three Kingdoms hegemony" kidnapped the entire E-commerce industry development. And the fate of many small and medium electric dealers. They are struggling at the edge of the survival line.

A few days ago, Dangdang chief executive Guoqing said, the price war is the first capital, then calculate the entire capital of the electric dealer actually experienced the two years of fierce price war burned almost. Everyone is rushing to the end of June next year, before the end of June, I am afraid there will be a succession of large electric dealers closed down.

Senior production by the analyst Wang Qiang recently said that the current small and medium-sized electric dealers were kidnapped by price, although the burning money does not make money, but still have to continue to hit the money. This is a bottomless pit, burning money may die, but not burning money must die. This is the current electric business industry fierce competition in the true portrayal. Even the entire industry is now deformed.

This site analyst Mao said, in the face of the fierce price war, the huge funds under the line of the rich suning and Gome will not die, can be melted to the money of the Jingdong will not die, those who do not melt the money, small small and medium-sized market share is hard to say, they face the giants of the industry reshuffle storm, The situation was actually staged 6 years ago. In 2006, the rich and rich Gome, under the command of Huang Guangyu, set off the market the most brutal price war. After the completion of the purchase of Yongle, the United States by hoarding goods will be the overall price of the industry to pull 30%. But Su Ning did not die, died is forced to become involved in price war regional home appliances chain and foreign-owned chain. Market share has shrunk sharply, and finally withdrew from the market.

As can be explained by the data from Eric's consulting, the market share of the top 10 in the second quarter of 2012 was only about 5%, and it shrank by more than 50% from 11% in the first quarter.

It is reported that Alibaba and Japan SoftBank cooperation of Japan's son station, Baidu and Lotte jointly invest the cool days mall, Golden Light's "big warehouse", including the scale of the electric business enterprises have closed more than 10, and this number is still expanding.

Paller Consulting director Luo Qingxi said recently, in this so-called "golden Age of Loss" in the price war, the electric dealers were the price war "kidnapping" to fight the scale of the losses he said: "Low gross margin so that investors are deterred by the electricity dealers, now investors have a lot of calm." "

According to the China Electronic Commerce Research Center monitoring data shows that up to the end of June 2012, the total number of national group purchase sites up to 6,069, the cumulative closure of 2,859, the death rate of 48%, operating 3,210, has fallen back to the end of 2010 around 3,200.

Data show that the number of 2012 group purchase site failures increased, the reduction is greater than the number of new group buying sites. At the end of December 2011, China's closed group purchase site reached 1960. As of June 31, 2012, a total of 2,859 group buying websites closed down or exited the group buying market. This also shows that the capital market return to rationality, to buy industry investment become cautious.

For example, at the beginning of this year, the domestic global specialty shop thousand Teng nets, in the electricity market downturn, the investment side of the Chinese Tai Yue (300002, shares bar) choose to withdraw capital, the current thousand Teng net site has been sleeping state, operations in general, the site may be closed, also may face.

Meanwhile, this year, fashion department stores "Yao Point 100" announced the suspension of operations, the company has been qiming venture, Baidu, Daphne and Intel investment site, this March, the bankruptcy news, in the outage before the property power. Almost at the same time, the luxury vertical electric network has announced layoffs, cutting the proportion of nearly 50%.

Not only that, in the near future, Massamasso, Jiapin, red children, walking show and so on all kinds of negative rumors of the exhaustion of funds, layoffs.

In the face of these, although Jingdong Mall accounted for more than half of the independent sales of business, but 8 years have been losses, and Suning's 2012 interim Express also showed that its 2012 1-June net profit of 1.745 billion yuan, down 29.49% year-on-year, and Gome issued a listing for the first time in 8 years of loss warning. It is obvious that the Giants have shown weakness and false in the price war. Not to mention the small and medium power suppliers who are not on stage.

The first agriculture through the world that the price war between the dealers, is actually the entire electrical business industry after high-speed development, into the industry's key season for the reshuffle upgrade, the previous kind of rapid expansion, without any core competitiveness, the low threshold of the business model is about to become history.

Now the Giants are competing to bring the small and medium-sized electric dealers down, squeeze out the market, and use the price war to cut the strength of their giants, who will reach the end of the market.

It can be seen that in the history of the worst price war, has been in the rapid promotion of a new wave of electrical business failures. Is the child a blessing or a curse to the consumer? We don't know, but common sense tells us that once the price of a product is surprisingly low, it is either an economic crisis or a precursor to monopolization.