The Three Kingdoms Kill

In many Gome stores doorway, put a large computer monitors, consumers can compare the Gome, Suning, Jingdong prices, which has been considered to be the price of the entity shop for the first time openly challenged to Beijing east.

Offline entity shop anger stems from Jingdong Mall CEO Liu Provocation. August 14 morning, Jingdong Mall CEO Liu through micro-blog announced that Jingdong Mall all the electricity will be in the next three years to maintain 0 gross margin, and "to ensure that more than Suning, Gome chain cheaper than 10%."

When this remark, immediately drew opponents to counterattack. Suning Tesco through its micro-blog claimed that all products, including home appliances, such as prices must be lower than Beijing east, Gome on 14th night also announced that the Gome Online mall goods prices will be 5% lower than Jingdong.

At this point, the electric dealer price war clouds over the entire industry, the war is imminent. Beijing East, Suning, Gome tripartite "about war" on August 15 9 o'clock in the morning.

Unexpectedly, the so-called "history of the most brutal" electric dealer price war has not been recognized by most netizens. According to the "Frontline battle" provided by Amoy, 15th, the 6 big electric appliances 117,000 pieces of large electrical goods, only 5,000 commodity prices have fallen, accounting for about 4.2%, in addition to the three-party war in the micro-blog of the two sides to ridicule each other to become people's talk, consumers did not receive substantial concessions, Sitting in front of a computer is a portrait of most people.

The war is not over. Suning, Gome immediately began to launch the line price war, two enterprises nationwide a total of more than 3,400 physical stores in the near future to achieve the same price line, and said it is at least 5% lower than the price of East Beijing. At the same time, many home appliances suppliers were bundled to Suning, Gome entity stores the largest promotional vehicles ever.

A price war with electricity dealers eventually upgraded to a full parity on line business, although Liu's actions were blamed by the industry, but he made the most of the eyeball, but also activated the previous online business weak gome. So far, Jing-dong, suning easy to buy, Gome online mall tripartite checks and balances of the situation gradually formed.

Easy to buy aggravating

In recent years, the expansion of home appliance chain stores has gradually entered a speed shift and mode adjustment period, the entity store personnel, the cost of rent in the year to rise. According to Suning appliance (002024, Stock bar) 2012 semi-annual report, the company's first half of the year operating profit fell by as much as 35.95%. Analysis of Suning financial results, can clearly see Suning main business and main business profit growth continued to slow, 2011 main business profit growth is only 18.63%, for the first time lower than 24.35% of the main business growth.

In addition, Jingdong Mall's rapid expansion also caused by Su Ning's vigilance. 2012, Jingdong Mall announced its 2011 sales revenue reached 30.9 billion yuan.

This means that Suning needs to find new profit growth points in the case of rising costs.

In this case, the online business has become the reality of suning "counter-city growth" of an important breakthrough, "if the Beijing East so that the development of the real store will be the share of these electric enterprises to carve up." "Suning Electric appliance Vice Chairman Weimin said. Online to recreate a su Ning, to become a consensus of suning. and Suning Electric Appliance Chairman Jindong repeatedly in the company inside disclosed "spare no effort to develop suning easy to buy" meaning.

At this time, the Beijing-East "financing-expansion-refinancing" model encountered difficulties, since 2012, Jingdong capital-driven "burning money" model has aroused more and more doubts and concerns. There are rumours in the market that investors in Jingdong are in a dilemma.

Beijing east of the plight of suning easy to see the opportunity to buy, the latter attempt to a "successor" posture will take jingdong into the abyss of price war, it completely consumed.

It is not difficult to find, the previous 3 months, suning frequently launched price promotion offensive relies on suning "line + offline" Overall layout brings advantages. At present, Suning appliances in the country has 93 logistics distribution centers, nearly 1800 stores and 4,000 after-sales service outlets, which can provide a full range of services for suning easy to support. A clear example is that the physical store can share the background costs, such as in the logistics link, Suning can be purchased with the physical store sharing logistics distribution system. In the procurement process, suning entity store supply chain integration capacity, thousand

Billion-level procurement scale, can reduce the purchase cost of Suning easy to purchase.

At the same time, the Su ning offering line the same price of the surprise. August 8, Suning announced the Beijing-line store 3C prices will be tested with the same price, this means that suning Beijing stores 3C products prices will be with the Beijing-east and other network retail platform price omni-directional, which also let Jingdong encountered an unprecedented crisis, with suning easy to buy an employee's words: " Suning in Beijing announced 3C and mobile phone line with the same price, they (Jingdong) Huangbuzelu will choose "price war" way. ”

In fact, Su Ning, Gome in the near future to do the corresponding promotional programs, "818" is a link to suning E18 promotion strategy, but also suning easy to buy three anniversary celebration, and Gome said that throughout the August will have a coherent promotional program.

"The sudden provocation of Jingdong did not upset our original promotion plan, but did a local fine-tuning." "Su Ning Tesco Executive vice President Li Bin said, and Gome deputy President Yang thought that Jing Dong suddenly launched a" price war "in its expected, as a competitor of Daiju East if not everyone promotions when there is action, will be gradually marginalized.

But Liu Sudden High-profile manifesto let the public eyeball focus on their body, "have to admit, Liu is a hype master, through the micro-bo" about war "in the form of Gome, Suning led by the August promotional plan became their own foil. "said Zong Ning, an electric-business observer.

Have Netizen also for Liu calculate a account, send dozens of micro Bo except electricity is almost zero input, hold a media communication will probably spend 60,000 yuan, a micro-interview expenses 10,000 yuan, a total of 70,000 yuan cost but in exchange for countless traffic and attention.

Sniper Suning

In the past 5 years, according to the data provided by Jingdong, the transaction volume of Jingdong has soared from 360 million in 2007 to 30.9 billion in 2011. But since March this year, the company, which claims to have financed more than $1.5 billion trillion and valued as much as $10 billion, has yet to show clear earnings prospects.

By contrast, Suning implemented a directional issue in July this year, raising 4.7 billion yuan to the chain store development, logistics platform construction and other four types of projects. August 13, Suning again to the public to raise 8 billion corporate bonds.

Once Suning's funds are in place, it is difficult to imagine the chain of the line under the giant will set off on the line what kind of waves. As a non-listed company, Beijing East, its own cash stock is afraid of other than Liu outside the unknown. Although Liu has always claimed that he is "not bad money", but 2012 Jingdong Mall was confronted with an unprecedented crisis: because of sustained losses caused by the capital chain tension, and because the capital market in the trough, listing or further financing seems to be worrying.

Sniper Su Ning, Disturb Suning's capital chain became Liu must complete the task.

There is a conspiracy theory: as long as the price war let Suning's share price below 4 yuan, will trigger the supplementary pledge demand again. If not satisfied, the trust Company may be a large sell-off of Suning shares, leading to a collapse in share prices, and then the behind-the-scenes people to achieve low-cost malicious takeover. The speculation with the 15th suning appliances, the second largest shareholder of Suning Group announced an overweight and ended.

In this respect, home appliance industry analyst Liu Buzhong said, Su Ning is currently transforming the Key stage, the household appliance retail industry is encountering the home appliance demand to decline the period, while the line business faces the electronic commerce the extrusion, in addition own electric business layout's continuous investment, very easy in the capital market fluctuation.

Zong Ning said that Suning as a large household appliances sales of leading enterprises, should be slow, by the Beijing-east of this large household appliances sales accounted for about 20% of the company's total sales of the company to play a price war, so that Jingdong occupy the initiative of public opinion reporting, so that many investors are disappointed. Su Ning now needs is calm, according to their own pace to go, do not suffer from too much interference from outside. ”

And media disclosure, Jindong from the United States to order, ask Suning easy to purchase continue to develop according to the established pace, not to be disturbed by competitors ' provocations.

Disappearing bullets

In fact, Jingdong after entering August, its flat-screen TV navigation system has been a problem, unless users take advanced search or modify the code, etc., otherwise can not carry out normal merchandise browsing, so for some not very proficient in computer operation of ordinary consumers, Going to Jingdong to buy flat-screen TVs becomes an unrealistic thing, at the same time, the Beijing-East flat-screen TV page refreshed on the "create good" this Non-mainstream brand, such as Sharp, Sony and Skyworth and other mainstream brands at home and abroad can only be refreshed in a few cases, placed in the flat-screen TV channel home.

Surprisingly, this failure of navigation was miraculously repaired by Liu on 14th, when it announced the great hit price, "This navigational failure has lasted for more than a week, and we should be a major accident, and no company will ignore it." Su Ning's staff said.

"But the decline in sales caused by this navigational failure could help Beijing to accumulate inventories in order to be released centrally during the recent price war," he said. "The staff said," After all, Jingdong in everyone's purchasing power on the electricity than we, in everyone's electric competition is not realistic, can only rely on an instant focus on the outbreak to win eyeballs. ”

In addition to holding down the stock, Liu also will be the previous best-selling low-priced products all down the shelf or to a shortage of state, in the field of flat-screen TV to play some Su Ning, Gome does not have the model, even Suning, gome model is the same, but the basic Luo listed some of the high-end models or new products, this kind of product is almost any one "can not afford" products, In the price as far as possible to maintain and suning easy to purchase the "same price."

As a result of white electricity in the field of a large number of overcapacity, the urgent need to promote the digestion of inventory, so Liu in the air ice washing products adopted in the past years of the old paragraph, supplemented by local new strategy, also as far as possible in the model to achieve "differentiated competition."

In order to "brush the data", Liu also adopted the "price first, then reduce the price" means, according to a Amoy net crawl data show, jingdong a variety of commodity prices were adjusted high, which Panasonic Th-l55et5c55 inch LED LCD smart 3D network TV (gray) 14th zero price of 12999, The 15th zero price of 20999, 15th when the price is 11499, the price of the increase after the difference in 9500 yuan.

For the Beijing-east approach, Yang directly denounced its approach to "good faith management", that the price war is a false price war, and did not bring any benefits to consumers. "(Jingdong) One-third of the product is not a shortage of goods is out of stock, and then the price of prices before the brush data, this way is not conducive to the construction of a good business environment." Yang to this newspaper reporter to say.

Founded Wei (Beijing) Law firm of the winter solstice is once accepted the consumer appeal to the Jing Dong lawyer, he told reporters: "Beijing East even wanton cancellation of consumer orders behavior are done, with the first increase price and then reduce the way to brush the data is not surprised." ”

But Liu such a set of way down, but let the price war become thunder big, rain, not so much is the price war, it is more like a drill, Jing Dong, suning easy to buy, Gome Online mall three frequent fire, but did not see a bullet out of the chamber, three parties are sold each.

The relevant personage of Skyworth marketing department said to the reporter, companies will be based on their own marketing plans to distribute products to the various channels, "will not let the east and Suning, Gome to get the full consistent supply, some models are not suitable for completely put on the network sales, the so-called special models or exist." ”

After this service, Liu Hope to form a pillars situation, he told this reporter, do not want any three-party collapse, pillars situation is what he wants to pursue.

Although there are many voices in the industry that Beijing and east together with Su Ning will be able to kick Gome out, but with the existing funds, logistics system, such as the strength of comparison, once the United States, suning online business will be invincible state, all over the country's offline sales outlets and increasingly sophisticated online business to the impact of Beijing East can not be overlooked and full of huge losses, Capital chain strained Jingdong, only from the line business to resist Su Ning appears weak.

(Ginger intermediary)