The situation of electric business is undecided: The war will usher in "the most tragic" price war in history

Jingdong Mall and Suning easy to buy in the CCTV Olympic Games live in the scene, when, excellent Amazon, Cat, where guests have launched the Olympic Games related topics of the big efforts to promote activities. The electricity merchant's Olympic war is nearing the end, but the more bloody war in the second half of the year has been ignited.

At the end of last year, the voice of the industry's electric operators winter. 2012 "6 18" period, Jing-dong, suning easy to buy, cat, when, excellent Amazon and other major platforms have been carried out by the encirclement and suppression of the siege.

According to Jingdong Mall founder Liu, in the third, the fourth quarter will set off the largest, most tragic and most comprehensive price war in China's electric business history. The scuffle not only has suning, the cat, but also forced to the Jedi counterattack Gome.

The war is in a stalemate.

The second half of the war will be more brutal, jingdong and suning easy to buy each other to shock out. But in terms of volume and strength of both sides, it really takes a long time to rely on the price for the other side to drag the losses. Recently, there are also from the traditional retail of the boss-Gome war. Gome's entry may make the marketing war, the price war stalemate time become longer.

Suning's semi-annual report showed a net profit of 1.744 billion yuan, down 29.49% year-on-year. If the decline in profits is only a small impact of e-commerce competition to the company, then Gome has been hit by E-commerce. Although the first half of the report did not officially released, but Gome has issued a warning of deficit. Gome's turning point came in the fourth quarter of last year. In the third quarter of last year's quarterly profit reached 538 million yuan, its four-quarter sharp decline to more than 49 million yuan. In the first quarter of this year, Gome (micro-blog) profit of 67.39 million yuan, and the forthcoming semi-annual report will be a loss. A person familiar with the matter told the China Business news correspondent that Gome expected the impact of e-commerce on traditional retailing, but did not foresee the impact happening so quickly. In prison, the remote control of Gome's Huang Guangyu has repeatedly stressed the urgency of the business.

Gome has acquired a Bowser network and the new Rui Mei two electric business enterprises, the development of Gome Online shopping mall, and settled in when. Gome clearly in the field of electric power has not been a quasi-number, in a variety of attempts, but Huang's domineering extended to the field of electrical business. According to Gome's assumption, to use the price war on the electricity market to carry out a thorough shuffle. Gome's hundreds of billions of yuan a year of orders and best-selling model of the underwriting custom rules, so that it can be based on the cost advantage to ensure that some exclusive goods, and has the capacity of continuous volume. If Gome wakes up, the second half will no doubt push the price war to a climax.

"When a company that doesn't make money is shameful, I have a shameful feeling that I cannot create benefits for shareholders." But if a company is stupid to make money when it shouldn't be making money, I'd rather be ashamed than stupid. "In mid-July, Liu said in a public speech at Renmin University of China.

Reserve munitions, only for scale. July, Suning completed a 4.7 billion yuan fund-raising, which is the largest since the IPO. On the basis of completing the 5.9 billion online sales in 2011, Suning is set to target 20 billion yuan this year, more than 3 times times the growth. Although the total financing of nearly 1.5 billion U.S. dollars, but the recent IPO hopeless Beijing East seems to have the idea of starting a new round of financing. Beijing East 2011 completed sales of 30 billion yuan, on such a large base, this year again the target adjusted to 60 billion yuan, hoping to double.

At the beginning of 2012, Jingdong needs to make a choice in this electric business winter: sales or profit. Liu decided to "do one more year". But this is only the ideal state of Liu, the scale of the war on the future survival, within a year difficult to set the pattern.

In the Beijing-east plan profit to be achieved in 2015, Suning is 35 years regardless of profit, Gome is to be in the next two or three years to squeeze out 15% of the market share.

Multi-way breakout control plate win

August 8, Suning Electric Appliance Vice Chairman Weimin in the report on the development of Suning easy to buy the price war, he said that many dealers rely on investors to do promotions, and then attract the second third wave of investors to continue to invest, this type of electric business operation is a MLM rather than promotional.

In fact, the current increasingly dangerous price war in the field of electric business is similar to MLM. MLM If no one is connected to the bar, the game will be terminated at any time. Price war if not enough ammunition, there will be the possibility of a crash at any time. "See in this process, who has the ability to control the disk, a good grasp of the rhythm, control the capital chain, who can survive to the end." "Analysys International analyst Shou sent to think.

Shou send very optimistic Jingdong continuously expand line category strategy, 3C product price war cannot avoid, through more category of sales can be appropriate to avoid price war. August 8, Beijing east on its own platform on the sale of authentic Yangchenghu hairy crabs, Liu even began to introduce their own micro-blog hairy Crabs. Up to now, Jingdong Mall one-stop shopping platform covers home appliances, digital communications, Home Department stores, books, food and other 11 major categories.

When and Amoy and other enterprises are invariably choose to do their own brand products. Chen, Vice president of Lok Tao Network (Weibo), said that the gross margin of its own branded products was about 40%, while the agency's gross margin was only 20%. "It's hard to get a long-term loss and find a new way." "Le Amoy another way is to expand more sales channels, in the days of Cats, Jingdong Mall, Dangdang, excellent Amazon, only goods will, Bowser and QQ Mall on the platform on the synchronized sales."

Suning in the communication will throw a new strategy, with "price war + service" to enhance sales, starting from August 15, Suning will be innovative to start three service security projects, which include delay in payment, refund of late payment and quick return of replacement payments. In fact, such a strategy, on the one hand, can retain more consumers, on the one hand, is also the fine operation of the electrical business slowly improve the efficiency of the beginning.

In addition, for the electric business Big Brothers Each aggressive call war, the number also has many to do the fishy leeway. Some enterprises are prone to let hundreds of millions of, and some of the so-called 30 percent, 50 percent, some of which are not real concessions and discounts. "Electric dealers fake wind is too heavy, the first price after the discount, brush numbers, brush list are common, the foreign public flow, gross profit, the cost of water is also very large." A senior industry insider told reporters.

The price war stems from unanimous judgment: there may be only two or three Big Macs in China in the future. In the stage of not entering into the scale competition of the fine competition, who can in the falsehoods competition, in response to the external explosion and the internal control plate, who can do "the remainder of the king."