The truth about the shortage of electricity dealers ' price war: not only because of ox

April 17, the newspaper published the "Amazon China Seal Door Survey: scalpers latent electric Dealer" report, in the industry caused by the electric quotient of the "yellow cattle" problem discussion.

"Daily Economic News (blog, Weibo)" reporter further investigation found that some analysts believe that the price of electricity dealers during the war, the cause of the shortage may be the product of the hot sell, the limited stock of electricity dealers are quickly digested. And for the shortage of the problem is really because of the existence of "ox", it is not clear the way unknown.

Wave after wave of electric dealer price war, there are some electric dealers to "ox" as the basis, cover up the price war platform of the shortage truth. More people in the industry doubt, last year, "8 15" price war concentrated in the field of large household appliances, not excluding the electrical and electronic appliances companies staged "double", thereby helping home appliances manufacturers clean up the inventory of high.

Every price war must be out of stock

April 8, Gome Online launch of the January "strongest store Celebration month" Super let promotions; April 11, Tencent's Xun launched one months, aimed at Jingdong, Suning easy to buy, Gome online three major competitors most popular commodity price action, and then suning easy to buy strong against.

However, this round of price war in the community has not set off too much waves, in addition to this year's operating theme of the electricity business to seek profits, the "injured" consumers have also been visual fatigue.

For the latter, the reason is that 2012 "6 18", "8 15" and "Double 11" and other three focus on the electricity market during the price war, many electric dealers exist server paralysis, unable to order, no reason to withdraw a single, the price is high, out of stock and so on, so that netizens on the price of the electricity quotient and distrust. At the same time, the price war caused by the explosion of logistics delay, after-sales service decline and other issues seriously affected the consumer experience, and thus reduce the desire to buy.

And the latest, not too much attention to the electricity price war, "Daily economic news" reporter found that similar problems still exist. According to the icon home grid data show that in the same model of the product comparison found that in Suning easy to buy, Beijing-east, Xun, Gome online and other electricity business platform is difficult to form a price comparison, the electric business is not out of stock is not shelves, price war more dozen more iffy, more dozen more slogans.

Many netizens therefore in micro-blog spit slot, "constantly brush the page, wait until the result is no goods, the meaning of price war?" "In the face of commodity frequently out of stock phenomenon, many consumers choose to give up shopping."

Not only the comprehensive platform for such a phenomenon, the price war all the way from the 3C electrical Appliances category hit the United States makeup category, vertical electric business also exists in the price war in stock. Recently, the United States and makeup industry two companies to the web and poly-Mei excellent products, launched the first electric dealer price war in 2013, but the technical defects of poly-Mei excellent products caused embarrassing user experience.

March 1 The same day, many users visit the official website of the United States, the Web site has been waiting to be unable to open, some users finally boarded the page, but found that many goods have been out of stock.

In the electricity Dealer price war commonly appears the shortage question is accidental or inevitable? Wang Liyang, an analyst with the daily Economic news, said it was inevitable.

First, during the price war, the price of the commodity itself is not necessarily cheaper than the normal price, but with some rebate back to the current activities, in general, when the final price of goods will be more than usual substantial concessions. There are concessions to stimulate the market, especially some usually more popular products, such products in the price war is more popular, under normal circumstances, best-selling goods are not to do promotional activities, because they do not worry about selling. But in order to stimulate the consumer, drive other commodity sales, the big promotion will also come up with some of the best-selling goods to do activities, and these best-selling goods can provide a very limited supply, mainly play a role in driving other unsalable sales.

Second, a lot of inventory products in the promotional period is really ultra-low price processing, and these inventory products themselves have a certain practical value, during the price war, when the product price is lower than the psychological expectations of consumers, these products will become best-selling goods. The general situation, even if the original unsalable inventory will not be too much, so when unsalable become a best-selling goods, there will be out of stock phenomenon.

In last year's most brutal 8 15 price war, according to a Amoy net comparison ring rankings data show, in many businesses advertised "the lowest price" of the commodity data, more than 50% of the goods are in the state of no goods. Because some goods appeared out of stock phenomenon, so many want to compare the price of the netizen ended up "no price comparable" situation.

The Phantom of the Ox behind the war

Since out of stock why not replenishment? Wang Liyang to this analysis that the specific will not be replenishment also depends on the actual situation, because some are inventory, promotional part is to clear inventory, inventory light is the most wanted by the electrical business, so will not be replenishment, in order to prevent the production of inventory again. Some best-selling products are electric dealers to attract consumers of the gimmick, such products themselves provide a relatively limited number of sold out, will not provide new supply.

It is worth noting that if the above conclusions come close to the fact that the hot-selling goods will burst warehouse, low-priced goods will also explode, so naturally there will be out of stock status, electricity dealers in the price war can not provide sufficient supply, price war feedback

"Consumers" are staring at the Beijing-East, Suning, gome three online mall, comparing the price changes of various home appliances, in order to expect in the giant game to gain their own interests. Data map

The meaning of the consumer is fictitious, this will only let the electricity trader benefit, increase the traffic of the electric quotient platform and the number of users.

In addition, Wang Liyang also said that the price war during the low commodity prices, has made many suppliers very angry, but will not voluntarily provide supply.

Behind the High-profile "8 15" price wars of last year, many of the large household appliances sold by the sale were miserable. Industry insiders who declined to be named said the daily economic news reporter the frequent price war of the electric business industry has already affected the home appliance product online under the originally has some chaotic price system, the on-line promotion cost finally still passes to the supplier, this caused the upstream manufacturer's strong dissatisfaction.

There are some home appliances manufacturers are not the choice to reject the response is directly to the fight, for example, in last year's "8 15" price war, there are home appliances manufacturers believe that the practice of Beijing-east business, regardless of line pricing should follow the basic rules of the market. Because the price of chaos will cause the whole industry chain price system and demand system disorder, thus interfering with the healthy development of the entire industry.

And Jingdong CEO Liu has a different explanation, in March 23 to attend the "Entrepreneurial Innovation Leadership Forum", Liu on last year, "8 15" the issue of price war had said, "8 15" price war a day lost 200 million.

"Later we saw that many buyers are offline agents and they are not real consumers," he said. Because they all open value-added tax invoices, there are a large number of buyers are traditional home appliances dealers, and even some of our suppliers, see TV than the supply price is still low 500 yuan, on the dozens of platform to buy, get a lot of accounts, someone to get 1000 accounts. ”

Liu discourse refers to a large number of purchasing practices belong to the electric quotient "ox" roasted seeds and nuts behavior, is actually a kind of dealer "string goods" behavior, this in the traditional channel is not uncommon. With the sales of household appliances, 3C and other products, the emergence and emergence of electrical manufacturers, a number of special focus on the electricity business, waiting for Low-cost cargo again to sell the new "ox".

Liu also said without any taboo, in the price before the war did consider agents to buy low-cost products, so the use of products limited to buy two pieces of practice, "but the problem is that many people registered countless accounts come, which in our system can not judge, and agents, in fact, such as gree agents, Every city in his country has thousands of agents, each agent to buy a three or five words will lead to our inventory of severe overpressure. ”

"Ox" is the culprit of shortage?

Wang Liyang said that in the field of home appliances, in addition to suning and gome such a large channel business, there are a large number of different sizes of home appliance dealers, because of the financial chain, and other issues, in the electricity prices in wartime, encounter prices are very low commodity, these channels will also take the purchase from other electric dealers to hoard goods, and then resell to earn a So as to maintain their own channels of survival.

The current Gome online spokesperson Pengliang in the memory of the bowser net was yellow cattle drilling loopholes, said, "There is a consumer reflected in a shop bought a price of more than 200 yuan in the microwave oven, but the receipt of goods found that the shopkeeper is Bowser net invoices, and the amount is only 100 yuan." This small household appliance alone earns nearly 100 yuan in profits. ”

He said that scalpers hoarding goods have regularity. "When the electric dealers hit the price war more fiercely, they are desperately cargo, and then slowly digest." ”

But Wang Liyang that, the electricity merchant price war period, does exist the ox situation, but causes the stock shortage the reason also possibly is this product sells well, the electric dealer limited stock is quickly buys off. For the shortage of the problem is because of the existence of cattle, it is not clear the way unknown.

Li Chengdong, an independent analyst, also said on Weibo that cattle orders have little value, often resulting in a shortage of 90% hot products, so that the real demand for users can not buy goods and lead to a large number of user complaints. So at present, some electric Chamber of commerce for cattle orders through technical means of screening will not ship, which often led to accidental users. At the same time he believes that the ox order is not not to be controlled, the key to see whether the electricity dealers want to control. More people in the industry doubt, last year, "8 15" price war concentrated in the field of large household appliances, not excluding the electrical and electronic appliances companies staged "double", thereby helping home appliances manufacturers clean up the inventory of high.

As mentioned earlier, price war frequently out of stock, but also because the price is too low to cause supplier dissatisfaction, resulting in a shortage of timely replenishment, while a large number of electrical quotient "cattle" from the "roasted seeds and nuts", so that the price war in stock is an inevitable result. But from another point of view, this will be out of stock phenomenon blame the electric quotient "ox" practice, also not completely accurate, because it may also conceal the price war period platform out of stock truth. On the one hand, it may be a low price to make a yell, on the other hand, it may be to cooperate with the manufacturers of the way of clearing goods.