The so-called electric quotient cost advantage is "false proposition"

Changjiang Business News

Facing the common enemy Jingdong Mall, the old rival Suning, Gome unprecedented in unison.

Gome President Wang Junzhou, Suning appliances (002024, shares bar) vice chairman of the Weimin recently "to get it right", referring to jingdong the so-called electricity quotient cost advantage is "pseudo proposition".

Weimin more choke channel, Su Ning did not regard Jingdong as long-term opponents.

Wang Junzhou said that there is a misreading, that the online cost is low, but in fact not. Wang Junzhou Calculate an account: in the procurement cost, to Gome, Suning as the representative of the offline entity shop every year more than hundred million yuan household electrical appliances, and jingdong only about 20 billion of the scale. The purchase size determines that the purchase cost of the offline entity shop is lower than that of the electricity quotient 4%.

In advertising cost, the cost of advertising and traffic of the electric dealer is about 4%, while the advertising marketing cost of the offline entity store is about 1.5%; on the labor cost, the online cost is 4.5%, the offline cost is about 3.5%, lower than the line below 1%; In the logistics cost, the Jing-dong as the representative of the Pure electricity merchant logistics cost is about 6%, Gome as a representative of the offline entity shop costs about 0.6%. "The cost spread out will be found: whether in procurement, advertising, or labor, logistics, online costs are much more than offline." ”

Weimin pointed out that the Beijing-east model is as long as the scale is big enough, there is bargaining power, you can win all. "Everyone else is dead, and I'm making money, and there's no such thing as jingdong in any field." ”

"Jingdong is our opponent, but Su Ning does not regard him as a long-term opponent." I am even worried that it (Jingdong) has no future. "Amazon is losing because of its massive up-front investment in information systems and logistics centers, but its overall gross margin has remained at a relatively stable level," Weimin said. "It is not like Jingdong, when the small scale of the low margin, big scale on the high margin." ”

According to the Southern Metropolis Daily