After a few days of evolution, the original serious electric dealer price war gradually has the taste of farce.
Yesterday, a source said, "Liu announced the cessation of price war, said not to stop the March three will die." News, caused an uproar, that this electric dealer price war is a few big electric dealer's joint hype and self-promotion. However, Liu immediately denied the news, said the price war "has just begun, never end that day!" ”
Price war extended to all categories?
Latest developments
Yesterday, a source said, "Liu announced the cessation of price war, said not to stop the March three will die." After that, Liu responded on Weibo: "This is misreading, the price war never ends that day!" "And again," I never said the war was over, on the contrary, the war has just begun! "Beijing East yesterday 18 o'clock in the afternoon released data shows that August 16 Jingdong on Weibo on the issuance of coupons on the total of more than 200 million yuan."
Previously, the price war launched by the Beijing-East is only in its small share of the large household appliances products, many consumers are really ready to buy when they found out of stock. Yesterday, Liu on Weibo said, "Our shareholders, the boss of high Jianling Capital deliberately from the United States to call, protest I missed them on the shareholder list, stressing their full support for the company!" and suggested that the price war lead to the whole category ... Launch Next Monday ...
Suning Appliance (002024, share bar) President Kim Jinming said, the annual largest promotional, focusing on the transfer from big home appliances to 3C category, will price war to the whole network, ahead of the "Golden Nine Silver Ten" home appliance market.
Xun Network CEO Bu Guangzi hinted that the Beijing-east and other enterprises have been "fooled consumers." Bu Guangzi said, originally Jingdong price war is a gimmick, said Xun and Jingdong 3C and digital product parity will continue to go on.
"Everyone is a price war is a gimmick, why should we really cut prices." Because Xun no IPO pressure, two no capital pressure, three no profit pressure. Although the Xun are smaller than those, the things that have been done with consumers have not worked since the first day we were founded. "Bu Guangzi said.
In addition to price wars and traffic, Xun challenges Jingdong Mall capital and distribution links. "October, Xun Wuhan Warehouse will be officially external operation." Yesterday, Xun Network CEO Bu Guangzi in the interview with our correspondent said, outside the ring will be realized three times a day to send. The so-called "three-day", that is, morning orders before 14:00 service, noon orders before 18:00 service, evening orders before 22:00 delivery.
Popularity soaring store price adjustment busy
Market trends
Wuhan Suning related person in charge said that in the "Suning National Grand Benefit War" period, jiangcheng consumers can go to Suning store site parity, as the price of goods than mainstream electricity dealers and rivals entity stores, Suning will be the site to double replenishment, to ensure that the line under the entire network under the minimum price. At the same time, the entire field of traditional household appliances full thousand, not capped.
Yesterday, the reporter visited the Jiangcheng gome, suning shops found, "broken net Action", "online parity, shop under a single" shop all kinds of activities slogan dazzling.
It is understood that, in addition to the first day of the electricity business in the real store consumer not many outside, in recent days, Jiangcheng home appliances stores in the popularity index soared. "We've changed the price tag a few times," he said. "Yesterday, a certain brand refrigerator promoter told reporters that since the electricity dealer price war, some refrigerator prices have been reduced several times."
Focus
The core is whether consumers profit
The electric business war, many consumers questioned the electric industry fake marketing, said to be "fooled." Yesterday, Gome issued a "maintenance of market order, promote the healthy development of the industry" proposal, the public appeal to resist mutual slander, mutual undermining of the irrational competition, advocating the civilized competition between peers, rational competition, protect consumers and suppliers benefit.
Data from Xun also shows that August 15 16th two days, due to the strong price-reduction promotions, Xun network traffic rose 218%, orders increased by 109%, sales increased by 80%.
For this achievement, Bu Guangzi admits is to borrow the power of the electric business war, but he also pointed out that the core or whether the consumer has no profit. "Jing Dong Although the momentum was made good, but did not sincerely really put down the price, many consumers attracted to the past, or goods out of stock, or commodity prices lack competitiveness, the price war, I hope consumers can develop around habits." ”
"Damaging the competitive climate, damaging the business rules, the ultimate damage will be the credibility of the entire household appliance chain industry, lost is the industry value, Jingdong, Gome and Suning and other enterprises, no one can really benefit." Gome President Wang Junzhou said it was the original intention of Gome to prevent a price war from being derailed.
Newspaper reporter Changyan
Financial observation
An organized electric Shangyo frame
The "price war", planned by the east, is in fact a carefully arranged public relations war, mainly in the form of micro-blogging marketing.
Reporters from the Bowser network vice President Pengliang as well as the Beijing East obtained the written materials, to the Jing Dong to do this round of micro Bo marketing is "Entrepreneurial" former executive editor Shenyin founder of the Micro-blog Marketing organization NTA. NTA a person who does not want to be named, confirmed that NTA participated in the micro-Bo marketing, he said: "This is the Beijing-East price war microblogging marketing, we just cooperate, the protagonist is Jing Dong, is Liu himself." ”
According to Liu, the price war was supposed to be in the fourth quarter of this year. He advanced to Su ning the reason is, "Su Ning, headquartered in Nanjing, Jiangsu province through the relationship between local government to suppress Beijing east."
For Su Ning, Gome and so on, this price war came very suddenly. Weimin, deputy chairman of Suning Appliances Group, said to reporters: "Our promotional activities to coordinate supplier delivery took half a month to one months of time, (Liu) they must be too late." But Pengliang, vice president of Bowser Network, told reporters that he had been tracking the price war preparations for Jingdong, not Liu's interim decision, but at least one months of preparation.
August 14 Night, Gome Online mall general manager Handepeng with a few colleagues at dinner, some people mentioned that the next day to play the price war. He asked his colleague, "Do you want to play?" Everyone agrees. Handepeng immediately notice, to below Jingdong price 5% for the principle, in the whole net first to fight price war.
The new seven-day Electrical network CEO Zuoyingjie said that the price war is more hype, will allow consumers to buy home appliances more affordable impression, consumers will gradually from the line to the line, the changes in consumption habits will have an impact on the industry pattern.