The "Three kills" of the most high-profile electric dealers staged yesterday

Even before the price war, three of them all released ruthless words, all commodity prices will be lower than competitors, but eventually all reneged, no one really did the "lowest price." And Jingdong Mall CEO Liu yesterday so-called as long as Suning dare to sell 1 yuan, Jing Dong dare not money situation also did not appear. Coupled with some low-cost goods "always" out of stock, which makes the users in the computer next to the disappointment, straight to the "pit dad" deceived.

The three sides have failed to honor their commitments

Three parties declared price war yesterday 9 o'clock officially opened, many netizens on time waiting in the computer next to "watch". Only half an hour later, Jing-dong, suning and Gome easy to purchase and the site began to refresh slowly gradually. There are site statistics, the first 1 hours, Beijing East adjustment 53%, suning price adjustment 74%, but in terms of prices, Jingdong low-priced goods to more than suning. Among them, the Beijing-East commodity average price is 3549 yuan, drops 147 yuan compared to 9 o'clock, suning commodity average price is 3320 yuan, compared to 9 o'clock drops 328 yuan.

3 o'clock in the afternoon, the reporter to Sharp lcd-60lx540a flat-screen TV For example, see Suning easy to buy and Beijing east are priced 9000 yuan, gome, the price of 8888 yuan. Su Ning and Jing Dong tie, have not honoured their price lower promise. Despite the lower price, Gome has not achieved the price of 5% lower than the price of the Beijing-east commitment. Not only that, the reporter in a amoy net real time comparison page to see, in addition to Gome to 477 lowest price goods ranked first, Jing Dong and Su ning even before Du, but to lag behind Bowser, Xun and other not "war" competitors.

According to a Amoy network price monitoring showed that as of yesterday 5 o'clock in the afternoon, suning than jingdong high prices of large household appliances have 297, accounting for more than 25%, Jingdong prices than suning high goods 475, accounted for 41%; the remaining 33% of the goods are the same price. and the network of 6 big business to buy large household electrical appliances more than 117,000, of which only 5,000 commodity prices have declined, the total accounted for only 4.2%. In the announcement of the price war in the merchants, Gome electric organ net price of goods reached 16.6%, Jingdong Mall, the proportion of only 6%.

Internet users spit out the noise

What's the price of "no goods"?

The price of the three home appliances business attracted the attention of many consumers, netizens have online parity. NET friend Li Huamin said, proposed to buy more than 55 Panasonic 3D flat-screen TVs, the current Beijing-East minimum of 11499, Gome reneged, suning no goods. Netizens "jarod-messy goat hu" is a joke, "I am concerned about a product ES8000, Su Ning and Jingdong are 16399, Gome is 15676, Gome did, Jingdong, how to look like Su ning and Jing Dong dug a pit, the United States Bang jumped down. ”

In addition to the price is not "to force" outside, a Netizen also said that a lot of low prices of goods are not goods. Netizen "curator Wang Melai" said that he randomly selected a Mei Ling refrigerator, gome Price is much lower than jingdong, but no goods. and netizens "Snow shore Line" is blunt, "experienced a whole day" no goods ... Since no goods still spell your sister's price AH!!! "And a Amoy NET data also confirms this situation, many businesses advertise" the lowest price "of goods, more than half are in the state of no goods.

In the air conditioning category ranking in the top two gree/gree 72lw/(72568) FNCG-33 closet-style air-conditioning and fvxb360lc-w2.5-style heating and air-conditioning for example, in addition to closet, Xun, Jing Dong, suning Three are all out of stock. In television, refrigerators and other lists, more than half of the goods appear out of stock situation.

According to a micro-blog survey, 46.5% of the netizens believe that the East Suning gome three price wars belong to the "publicity stunt", select "to be observed" for 43.8%, that the promotion of genuine less than 10%.

Beijing East Response

Return to rationality after this war

This is the last Battle of Jingdong. "Liu yesterday morning in Beijing on the price war held media communication meeting, said that" Low-cost "as a gimmick of Beijing East can not give up the price war, but after this war," will be a rational competition. "

Talk about why and suning gome dozen prices wartime, he said, "suning everyone electric gross margin as high as 25%, consumers go to suning shop to buy a 5000 yuan refrigerator, suning to earn 1250 yuan, and jingdong only add 150 yuan to sell." Suning Everyone electric profiteering influence the benign development of the industry, and this is the main reason why Jingdong Mall to fight the price war. At the same time, he also revealed that the first group of Beijing East Intelligence officers will be on duty tomorrow, the preferred target is Beijing suning flow of the largest 10 stores. Data show that the noon Jingdong Mall big household appliances sales exceeded 200 million.

Suning Rumor

Never said no price war.

After the price war, the shares of Gome and Suning were immediately affected, with earlier shares falling by more than 5% per cent. Gome, which hit a minimum of HK $0.64, closed at HK $0.67, or 6.94% per cent, its 4 consecutive trading day. and Suning Appliance (002024, stock bar) in the midday announcement, said received the company's second largest shareholder Suning Electric Appliance Group Co., Ltd., based on the company's strong confidence in the development prospects, two shareholders plan in the next three months, the company's stock to increase the total amount of not more than 1 billion yuan. By this positive effect, suning afternoon stock price straight up, the final seal of the stock price stopped, reported 6.47 Yuan, turnover also set a record since the new record.

Quite dramatically, yesterday afternoon suddenly came out of the news said, Suning Tesco executive vice President Li Bin announced that the discount season after the end, even if the Beijing east continued to play price war, Suning will not continue to follow up the purchase. However, Li bin soon issued a micro-blog rumor, said he never had a similar expression, "price competition is the eternal theme of market competition, Suning easy to buy always adhere to the principle of small profits and quick turnover and the established marketing rhythm, give full play to the comprehensive advantages to me, to provide consumers with the best cost-effective products ”

In addition, Su Ning formally challenged its offline channel to respond, announced August 17 onwards, in the nationwide 1700 stores synchronized to start this year's largest promotional. The move is to optimize the structure of the product and release the inventory ahead of schedule, said the president of Suning Electric.

Regulatory authorities

is not yet a vicious competition

For the electricity price war, the relevant regulatory authorities said that Jingdong and Suning is not a vicious competition, according to the provisions of the State, vicious competition needs to meet 2 conditions, one in the market has a monopoly dominant position, Beijing East and Suning no matter how the competition, can not achieve monopoly dominance; second, low-cost dumping, according to regulatory authorities, Jing Dong and Suning's shop cost is much lower than the real store, still profitable, is not low-cost dumping. Regulators said they were also concerned about the price war, but did not take any action or measures.

Related reports

Supplier concerns spread upstream

The price war, provoked by Liu, has also left many home appliances suppliers worried.

Yesterday afternoon, a media report, Haier announced the cessation of cooperation with Beijing-east. However, the Haier side later said that the company did not disclose the announcement of the cessation of cooperation with Beijing-east, is currently in the internal further verification.

and Chunlan Air Conditioning chose to express the concern about the price war, Chunlan air-conditioning claims, on the one hand, Jingdong, Suning, Gome and other channel operators most of the product models will be different, so the consumer parity is not easy. On the other hand, the channel business to low-cost long-term battle, their own interests at the same time, because of the need for Low-cost, the war will inevitably affect the upstream electrical production enterprises, and then threaten the entire large household electrical appliances industry, the smooth development of the ultimate victims of the inevitable consumers.

Prior to that, TCL chairman Li in the media interview pointed out that in the electricity quotient price war crazy staged behind, is to increase the supply of suppliers to purchase money crowding.

Faced with the fierce price war against rivals, No. 1th Store Chairman Gege recently made clear that "do not agree with the price war." Gege that the price war is not the right business model, does not conform to the business logic, the electrical business should do is to provide the best user experience, to provide users with value. However, although not positively involved in the price war, but shop 1th recently launched the "home appliances 0 yuan crazy Rob" promotional. Shop number 1th said yesterday to reporters, and Beijing and east, such as different, shop 1th this activity mainly involved in the product for small household electrical appliances rather than everyone.