The Three Kingdoms kill the war will be formally opened

active call is Jingdong Mall board Chairman and CEO Liu.

Since August 14 10 o'clock in the morning, he on his own certified micro-blog on the continuous release of the announcement, Jing Dong Everyone electricity three years 0 gross margin! If within three years, any of the sales personnel in the electricity plus even a dollar margin, will be immediately dismissed! "From that day onwards, all the people in Beijing East Electric guarantee than Gome, suning chain cheaper than at least 10%." "Today from the Beijing east to the monthly price of not less than 3000 yuan per month in the country to recruit 5,000 ' US-Soviet ' price intelligence agents, 2 per shop posting. Any customer to Gome, suning buy everyone electricity time, take out a mobile phone with Jingdong client parity, if less than 10%, price intelligence agent on-site verification is true, Jingdong immediately cut prices or on-site coupons, to ensure a cheap 10%. ”

Liu also explained two reasons for launching the price war. One is that Suning's gross margin rate is as high as 25%. "That is, you go to suning shop to buy a 5000-yuan refrigerator, suning to earn you 1250 yuan!" And Beijing East only add 150 yuan can sell! Only people have enough price war space, other categories even if cheap also a few yuan money things, boring! Hundreds of, hundreds of bucks on the drop! "he said. Second, Su Ning was previously "sorry" Jing Dong, he had to rise to defend himself: "Rumors Jingdong no money to sell to Pross I did not anger, the store to smash the field without anger, gun text to Black Jing East not anger, obstruct supplier and Beijing East cooperation not angry; but use individual local government relations to the whole, I am angry!" I'll blow your maliciousness with the penis! ”

Liu at the same time quite proudly revealed: "Some people cheat: began to pressure suppliers to stop us sourcing!" Oh, it's already late! "" Just and members of the shareholders, today's capital, Bull Capital, Kleiner, Sequoia, Tiger Fund, DST and other major shareholders all participated! We all know how to play Su Ning. I say this war is going to cost a lot of cash, what's your attitude? A shareholder said: we have nothing but money! You can fight it, hit the dead! "This time to work hard home appliances department colleagues, they are working overtime, emergency stock and distribution stalking task, the war is coming, like a dozen chicken blood!" ”

Along with it, Suning appliances (002024, shares bar) High-profile claim to challenge. "From 9 o'clock in the morning August 15, suning easy to buy all products, including home appliances, the price must be lower than the east, any net friend found that the price of suning is higher than the east, we will immediately adjust prices, and give the feedback has been purchased twice times the difference pay." "" Suning will start the history of the most powerful promotion, I will be able to help Liu in advance, exceed the efficiency of the reduction of the target. "Li Bin, an executive vice president of Suning and Tesco, replied. And in the previous more than 10 minutes, he is still mocking Liu: "Only those who do not have the confidence of the enterprise will be in the mouth hype low price, profit-making yell first consider whether they can survive." ”

Then more businesses joined the War Corps. There have been countless times with suning appliances close to hand-to-hand combat gome, this time with Suning Electric came into the same trench, declaring: "Nonsense not to say, tomorrow 9:00, Gome Electronics Mall, the entire price of goods than Jingdong Mall 5% lower." ”

Dangdang mobile phones, computers and small appliances and Dangdang gome Online all of our flagship store all varieties of the fight! Welcome customer around! "When CEO Guoqing jumped out, shirtless.

Suning market value evaporation nearly 60 billion yuan

Bloody shout Shasheng, Suning appliance Charybdis. At this time from it beyond Gome, on the throne, also about three years.

14th, Suning Appliance opened, again plunged. The highest decline of up to 8.53%, reported 5.79 Yuan, set a new low of nearly 4 years. At the July 18, 2011 peak of $13.48, the decrease was as high as 57%. The total share capital of 7.383 billion shares calculated, the market capitalisation of nearly 60 billion yuan evaporation. As of the end of the day, the unit received 5.88 yuan, a decrease of 7.11%. At the same time, Gome's shares also tumbled nearly 6% per cent on the same day.

In the early hours of the same day, Suning issued an announcement announcing that it would issue no more than 8 billion yuan of corporate debt. And before the July 7, Suning Appliance has just completed a total of 4.7 billion yuan directional additional, the price is 12.15 yuan/share. To this end, Suning electric appliance boss Jindong took out his own shares of Two-thirds, has pledged in Beijing International Trust, China Resources Trust and AVIC trusts and many trust companies under the name.

Obviously, the company urgently needs to burn the money. In the past, the traditional channel business with splendid achievements has shrunk sharply. and into the electric business, but was the Jingdong mall fierce attack.

In this regard, Suning and Gome are in the same boat: under the threat of the Liu of the militants, electric business has become a red knife into the white knife out of the bloody battlefield, but, if no bite courage and boldness, with the opponent's blood spell "burn money" ability and strategy, the future fate, very likely as the former film double-hung Lucky, Kodak General, After the loss of digital opportunity, quickly decline, and slip into the abyss of total disappearance.

Traditional channel traders struggling

However, for the line under the two-line operation of "Su-mei", the pain has just begun, the future is difficult to expect.

Gome got up early, but got a late set. The E-commerce business that had been established as early as 2002 was stalled in the 2008 years since Mr Huang's accident. 2010, Gome acquired a 80% stake in Bowser Net. In the same year September, Bowser stationed in the sky Cat. 2012, Gome stationed in Dangdang. In this way, Gome has appeared in three electric commodity cards, the advantage lies in the rapid expansion of market share, but the drawbacks are also extremely obvious: consumers of their brand awareness become blurred, at the same time, not only online business competition between the line, three electric commodity cards, there is also the possibility of cannibalism.

July 5, 2012, the online operation is less than 2.5 of suning easy to buy, played a "free of charge, platform-free use fee, free margin" of the "three-free" policy to attract department store category sellers settled in. And according to Suning appliances related announcements, suning easy to buy the whole year's sales plan for 20 billion yuan. But the industry in this more skeptical attitude, that even if suning easy to buy the year 20 billion sales scale, but in the fierce price war, profitability prospects are worrying.

The trend is already extremely obvious. July 13, Suning Appliance released performance correction announcement, the first half of 2012, the net profit is expected to fall 20%-30%, profit of about 1.732 billion yuan-1.98 billion yuan. In previous forecasts, the data was a year-on-year change of 10% to 5%. In the first half of 2011, Suning Appliance realized a net profit of 2.474 billion yuan. Soon thereafter, Gome also issued a notice on July 24, the first half of 2012 is expected to be a loss, the deficit is gome since 2004 the first interim performance losses.

The main reasons for the losses are the weight of the electricity business, the decline in sales revenue and the soaring cost of rent, electricity and water. Of course, it is also one of the most important reasons that the electric business has just started, and it has been burned to the point of poor recovery.

But, as the saying goes, a skinny camel is bigger than a horse. For "Su Mei" these two old home appliances chain double-hung, in the field of large household electrical appliances and logistics distribution system throughout the country, such as the advantages of the level, not overnight can be replaced.

"Gome and Suning in the field of traditional large household appliances, township level above the market, as long as the order, can be served." "The real test is how both of these advantages can be transplanted to the electrical business and as soon as possible," said one industry insider.