The Secret of price war: The four big electric appliance dealers struggle breakeven balance Line

The price between the dealers and the game to the pan. May 25, Gome (00493) HK) released the results of unaudited earnings as at March 31, 2012, the net profit of Gome's shareholders in the first quarter was 67 million yuan, down 87.86% from 552 million yuan in the same period last year. Suning Appliance (002024.　　SZ) released its first-quarter earnings on April 27, showing a net profit of 951 million yuan to shareholders of listed companies, down 15.3% from a year earlier. Gome attributed the decline in its profits to a fall in the group's revenues and losses due to the input of its electricity dealers.　　Among them, Gome's first disclosure of data shows that last year, Gome's two Bowser entities and Gome online mall total loss of nearly 400 million yuan.　　In fact, including Gome Online Mall, Suning easy to buy, Jingdong Mall, Cat Mall, Dangdang and other electric enterprises involved in the price war behind, there are more secrets.　　A low price?　　Despite the huge losses of Gome's electric dealers, the companies are still doing their utmost to promote sales. Gome Online Mall general manager Handepeng said that from May onwards, Gome Online mall to start the "Refresh the whole network low price" of the promotion, the total amount of more than 500 million yuan. Suning Easy to buy executive Vice President Li Bin said, Suning easy to buy monthly sales promotion activities, May 16-18th, Suning easy to purchase investment 2 billion yuan special supply and 400 million yuan concessions.　　In addition, Jingdong Mall, day Cat shopping malls have also announced the promotion plan. In this kind of "low price change" promotion behind, each family's situation is different.　　Paller Consulting Senior director Luo Qingxi said, the electric business enterprise model of losing sales, seemingly not enough to disrupt market pricing power, but will produce a leverage, so that the demand for relatively high products appear unsalable, triggering price chain reaction.　　A domestic large-scale household electrical appliances manufacturing Enterprise's vice-president to our correspondent, the Electric Business enterprise's promotion strategy, did not affect the enterprise to the product market pricing right, but, Gome department and Suning easy to buy, Jingdong Mall, the day Cat mall three kinds of electricity merchant to take the goods the purchase channel each different. According to the person, the brand's price system is controlled by the manufacturer's chosen agent system. Gome Department of Electricity and suning procurement model, are with the Gome and Suning entity store procurement system to maintain the same, mainly from the brand's first-level agents to take the goods, and Jingdong Mall because sales are not large, mainly from the two agents to take goods; Cat Mall because it is a platform-type service provider, so, in the days of the sale of the cat is basically through two　　, level three agents to take the goods. Another multi-category home appliances manufacturing Enterprise Vice president said, the multi-category household electrical appliances Manufacturing Enterprise Vice president said, the electricity merchant's price war to a certain extent, to the price system caused a certain impact, but, each sales price also in the corresponding purchase the price range.　　Some electric business enterprises are indeed at a loss to sell goods, in order to lower than the price of goods sales, they may be hoping to earn sales rebates and after-sales service profits. According to our correspondent understand, in the sale of goods,From different agents to take the goods, there are different sales range, and this part of the difference is the source of income of the merchant. At the same time, each level of agents in the hands of different sales back points, this part of the rebate is also a part of the source of revenue.　　In addition, in the sale of home appliances, after-sale maintenance and extended warranty services, and sometimes is also the source of income of businesses.　　But the vice president of the domestic home appliance manufacturing Enterprises said that, because of different kinds of products, and the occurrence of after-sales service income uncertainty, sales and after-sales service income, and different levels of the price ratio, is not a big profit. However, in the case of household appliances category, Jingdong Mall is not in all products of the price of goods, are more than Gome and suning easy to buy high.　　said the multi-category household electrical appliances Manufacturing Enterprise Vice President, some of the weak voice of home appliances brands and large brands of small category, for Jingdong mall such as the electric quotient also attaches great importance, Jingdong Mall can also get very low prices. As a result, two of the vice president of household electrical appliances Enterprises, the comprehensive view, in the electrical appliances category of the electric dealer price war, Gome Department of Electricity, Suning easy to buy although low price promotion, but not necessarily is to lose money to sell.　　And because there are different categories, brands, different types of products, Jingdong Mall is not all products are losing money to sell.　　"Network Exclusive" machine in order to cope with the rise of electric business enterprises, the manufacturers have developed a different electric business sector. According to the Cat Electric City general manager Tan Yu introduced, now the electrical appliance manufacturers structure of the electric business sector can be divided into two categories, one is in the sales system to carry out a business manager, his duty is to the manufacturer and the electrical business between the goods and business relations, contract confirmation; another category, such as the cat and Haier on the launch of a full range of information cooperation,　　But this mode of cooperation is a minority.　　Although the electrical appliances manufacturers set up a different function, but at the end of the product, changes have occurred. Zhi Gao Air Conditioning provides information, in order to differentiate online, offline two market, Zhi-Gao products on line and offline sales are not the same.　　In order to tie in with the development of the online market, the company developed a special model to meet the needs of the online market, in the inner, this special model called "Network exclusive machine." "We do not provide the network exclusive machine This kind of product, but, we give the electrical business enterprise to provide the product, also has a unified characteristic, namely the price ratio is comparatively high".　　He said that this feature can not only meet the electricity business enterprises to do low-cost demand, but also allows products to attract consumers eye, there is a certain amount of sales. For the so-called network exclusive machine, than the same model of different models, in the configuration and performance has a certain reduction of the argument, said the deputy president of household electrical appliances, "various models have different trade-offs, can not simply say, it must be a good model, which type of poor, and the final difference needs to be decided by consumers." "The offline network is still the main market for its sales," said the vice president of the multi-category household appliances manufacturing enterprise. "We have a lot of products, online consumption has its certain characteristics, such as the price requirementsLower, more new style requirements, which requires that we can not get all the products online sales. "Zhi Gao air conditioner related person said, the network sale is rising unceasingly, this is the reason that the enterprise attaches importance to the electric business channel." Due to the advantages of the electric business in cost control, brand promotion and shopping convenience, the electric chamber is becoming more and more high in the sales market.　　The future two channels will occupy a very important proportion. Tan Yu said that the current stage of household electrical appliances is a supplement to offline sales.　　According to its introduction, the day cat electrical Appliances City, in the 234-line urban sales situation, will be better than offline channels more powerful front-line city sales.　　Together to do the bureau with the rapid expansion of electric business enterprises, loss management is a common property in the industry. In addition to completing the acquisition and the establishment of less than 2 years of Gome, Jingdong Mall has been in the loss.　　In late March, a briefing from the "Investment bank in Beijing and east" showed that Jingdong Mall's gross profit margin was only 5.5% in 2011 years, with a loss of 1.13 billion yuan. The establishment 3 years of Suning easy to buy, also still not profitable.　　Everbright Securities issued the relevant report that the first quarter of the gross profit margin of suning is still in 6%-7%, in this case, 6%-7% gross profit and loss balance points should be in the 30 billion-yuan online sales scale. With this loss of operating conditions accompanied by the electric business enterprise price war concentrated home appliances sector also face difficulties.　　Allwin Consulting The latest data also shows that the 2012-year quarter, the domestic color TV retail size of 8.52 million units, down 18.6% year-on-year, retail sales for 29.7 billion yuan, down 24.5%. The shipment pressure of home appliance manufacturer leads to the increase of inventory. Industry statistics show that in the case of home air-conditioning, at the beginning of this year, inventory up to 20 million units.　　By the end of March this year, the refrigerator market inventory, sales ratio of 0.56, slightly lower than the previous two months, but continued to record the highest level in the same period. The above-mentioned multi-category household electrical Appliances Enterprise Vice president said, the depth of price war between electric business enterprises will affect the pricing right mechanism of home appliance enterprises to some extent, although the proportion of electric business enterprises in home appliance sales is still insignificant, but he still hopes that the electric business can stir up the enthusiasm of consumers.