The worst price war for electricity dealers: "The originator" Suning easy to buy

South are drawing: Song Xiaowei dry Fire appliances manufacturers high inventory to stimulate the final shipment of electricity dealers in the history of the most brutal price war ——— Suning easy to buy let 2 billion, Gome online mall to throw 2 billion promotional resources, Beijing East Let 500 million, days cat 200 million subsidy merchants ...　　China's first-line electric dealers were all involved in the May low price war. "Before the price of electricity dealers are a minor, not enough to change the pattern of the industry, this time it is true."　　"The new seven Days Electrical network C EO Zuoyingjie to the south are revealed, Suning easy to buy the first price war to make cat, Beijing East and other opponents feel pressure, have to follow the strategy, and the high inventory of home appliances manufacturers also stimulated the sales terminals on the sale of home appliances products," This is called Dry fire. "　　Suning easy to buy sidelines price of the cat, Jing Dong "pressure Alexander" low price war, is the initiator of the previous has been declared "love price war, Love Value War" Suning easy to buy. "Throughout the May, the electric business will usher in a full-scale upgrade war, as the ' originator ', suning easy to buy will not be back half step."　　"Min, deputy director of Suning Market Management center, said after Suning easy to buy April announced let 2 billion, suning easy to purchase has received suning directive, 16-18 days to invest 2 billion yuan special supply and 400 million yuan concessions," a comprehensive breakdown of the entire network, to ensure that suning easy to buy in the price war absolute advantage. "　　Eric statistics shows that in 2011 China's consumers shopping market share (including platform-type) ranking, cat accounted for 53.3%, Jingdong 17.2%, Suning easy to buy 3.3%, the first three. Suning obviously not reconciled to do Tan Lang ——— the 2012 annual sales target is 30 billion yuan, the guaranteed sales target is 20 billion yuan. In 2011, Suning's annual sales were 5.9 billion yuan.　　According to the minimum target calculation, suning sales growth target will exceed 200% per cent. Su Ning's development is to stand in Su Ning's shoulder, born to run, will fly. Su Ning Vice Chairman Weimin (Weibo) does not conceal Launing's ambition to buy.　　According to reports, after 4 18 to 51 consecutive major promotions, suning easy to buy P V (clicks) flow, number of orders, new registered members and other indicators rapid growth, activity sales than the same period last year increased 4 times times. Cat insiders frankly, Suning chairman Jindong's determination, suning online performance of the supply chain integration capabilities, so that the cat and Jing Dong "Pressure Alexander", "This round of price war significance, whether the upstream and downstream participation degree, or consumer awareness, far better than ever before." The same is the two-line operation of Gome, also will be a large number of resources into the line, fighting fierce.　　Gome Online Mall general manager Handepeng revealed that the Gome Online mall to start the "Refresh the whole network low price" of a new round of promotions, the average electricity market fell by as much as 30%, the department store all 50 percent sales, starting in May for three months total benefit of more than 500 million yuan. Sales of negative manufacturers of high inventory to tighten the price of home appliances frequently produced a trough another reason, also lies inThe industry continued to slump since the second half of last year. According to the latest release of the National Information Center for the country's 24 key cities in the retail market of household appliances monitoring, the first quarter of all types of electricity sales are all negative growth, or even "51" small long holiday sales are not ideal.　　Allwin consultation data show that this year "51" holiday three days, the domestic color TV terminal retail volume of 1.45 million units, down 8% year-on-year. A senior white power company, who declined to be named, said the company's overall sales fell about 40% per cent in the first quarter of this year. "Now we are in a vicious circle: on the one hand the sales slump, the cost of advertising must be compressed, but on the other hand, the sales drop immediately. "The flip side of low sales is high inventories. Data show that in the last year 52 home appliances listed companies, gree Electrical appliances, the United States electrical appliances, Sichuan changhong (micro-bo) and other large enterprises inventory amounts are more than billion.　　Take home air-conditioning as an example, at the beginning of this year, its inventory of up to 20 million units, the most of the year. "The traditional offline channel sales have fallen sharply and the line is growing exponentially, and home appliance manufacturers are now reversing their attitudes toward electricity dealers," he said. "Zuoyingjie said that three or four years ago, and not too many household electrical appliances manufacturers to the home grid purchase enterprises into its formal channel system.　　One reason is that E-commerce sales, in the household appliances production giant's total sales of the proportion can be negligible; second, because the site sales have no geographical restrictions, thoroughly broke the home appliance manufacturers carefully planned different areas of the price of the channel price system.　　Zuoyingjie said that before the purchase also requires home appliances manufacturers, but now, with the rapid increase in online sales, the two sides have been able to negotiate equality, and even manufacturers will put new products released online channels. Panasonic, Sharp and other manufacturers and Gome online mall reached a long-term low price alliance front.　　Handepeng said that over the past year, home appliances manufacturers more and more attention to online promotional resources, "The current Gome online mall special-selling models in May to invest more than 200,000 units." Hand-to-hand in the sky, there are voices of opposition. In the five-star electrical C E o Wang Jian, the electricity quotient is at present the price is the biggest judgment standard, "Today, Beijing East, Gome, Su ning out of the sniper, tomorrow there will be another 32 new electric dealers out, the market is constantly in a competitor out of the Zujizhan, so that the price war is not profitable, how long can the funds? How long have investors been patient? The supplier's price is so low by the electricity dealer, is it willing to continue to participate?　　"Related reports when the imminent arrival of the cat Day Cat: The price war is not capped South reporters yesterday from insiders learned that the United States has just been allied with Gome when it has been determined to officially stationed in the days of the cat, expand sales channels, the two areas of cooperation will be further widened. Dangdang and "Ali Department" relations to ease the signal also includes, Dangdang quietly lifted the Alibaba (micro-BO) a Amoy network information crawl restrictions. Dangdang in charge of the South reporters said that the current cancellation of a Amoy crawl, when it will be to a Amoy open data interface, consumers from this through a Amoy access when the productionProduct information.　　At the same time, when will join a Amoy net One account pass, consumers can use Alipay account directly to log in when the current purchase.　　The insiders also told reporters that this March when the alliance with Gome, cooperation on the line of new electrical appliances City, this time into the cat related measures will be introduced. At present, Jingdong, Suning, Gome, cat and other electric dealers in the field of home appliances price war intensified.　　Tan Yu, general manager of CAT Electrical Appliances City, said in an interview with reporters in south, the initial expected price war from May to August, the cat will be adjusted according to market changes in investment, "but in the amount and time does not set an upper limit." Tan Yu that, home appliances sales profit low, Suning, gome and other traditional channels to fight price war, to the platform business caused pressure. "The cat launched 200 million subsidy, one is to ease the business in the fierce competition to bear the profit pressure, the second is to attract flow, stimulate consumption enthusiasm." "The electrical business industry has developed to today, has become an important sales channel for home appliance manufacturers." For the current price war, Tan Yu said that "both sides are not yet entangled in the gross margin" stage, in the pricing power more inclined to take the way of negotiation between the two sides. "Part of the product is the same as the ground guidance price, some of the core single products using specific promotional prices, but also a part of the products for the electrical business, in general, cheaper than offline access, and only the scale to truly release capacity." "Nancy reporter Wangxiaoxing Cherius intern guobing