Three Kingdoms kill heavy blood fight four battle

15th 13 o'clock, Beijing East Electrical Appliances Department announced that up to now, Jingdong Mall 15th, the total sales of the category of more than 200 million yuan. and Suning easy to buy executive Vice President Li Bin to China Securities newspaper reporter, as of 18 o'clock, suning easy to buy site visitors to increase nearly 10 times times the same period last year, overall sales growth of 10 times times year-on-year. "Today is the first day to warm up, tomorrow will be more exciting." ”

On the same day, by Suning Appliance (002024) group will increase the 1 billion yuan news to boost, suning appliance stock price limit, reported 6.47 yuan/share. The previous day, Suning electric appliance fell 7.11%, Gome (0493). HK) decreased by 6.94%. Analysts said that if the consumption habits can be transferred to the Internet, suning easy to buy and Jingdong Mall "make a profit yell" is also worthwhile, but the real injury may be suppliers and other electric dealers.

Price war

Hand-to-hand broken goods frequency now

A company staff Mr Fang through the website of suning Tesco and Jingdong Mall, compared to the previous concern of a TV price changes. Mr. Fang has been concerned about a brand of a 52-inch 3D network TV, the original price of the TV is about 15000 yuan. Yesterday, Suning easy to buy the price has been reduced to 11814 yuan, and in Jingdong Mall price is also 11814 yuan. However, Jingdong Mall on the product has shown no goods.

Including a Amoy, Youdao, such as a number of comparison sites to open the "8.15" Festival of live channels, suning easy to buy, Jingdong Mall, Gome Online mall price war live.

In these sites in the process of comparison, Su Ning and Beijing-East confrontation, each other. For example, Jingdong Mall of a massage chair initially quoted than Suning 3000 Yuan higher. But soon, Jingdong Mall will the massage chair price cut 4000 yuan, the price is direct than suning easy to buy price low 1000 yuan. But the product only in Shanghai has spot, Beijing also no goods.

This lowest-priced commodity is often out of stock in several electric dealers. In a Amoy network held by the electric dealer comparison ring live, the same type of products, Suning, Jingdong, Gome and other prices are different, the company also has shortages. Among them, the lowest price commodity, the shortage phenomenon is more serious.

A consumer said, a 32-inch TV machine products, Jingdong price from 7099 yuan to 4099 yuan, suning from 3588 yuan to 2299 yuan. After the Beijing-east quickly and fell to 2288 yuan, and then again, Beijing and east prices, from 2288 yuan back to 4099 yuan. In the end, the prices of Jingdong and suning were changed to 2599 Yuan.

At the same time, there is a business explosion, a part of the price of some of the goods sold from August 14 24:00, the price rises by more than 15%.

According to the monitoring, the home appliance dealer at least 100 of the household appliances and consumer electronics products to raise prices: such as "Samsung UA40EH5080R 40-inch Full HD LED LCD TV from 3999 to 4599 Yuan, up to 15%, Skyworth 42E6BRN 42-inch internet LED TV (black) rose from 2899 to 3499 yuan, up 21%. ”

According to a Amoy network of statistics, as of 19 o'clock, Jingdong Mall has 346 products of the lowest price, and suning easy to buy 187 products, the lowest price. But a netizen said, Jingdong Mall has a lot of products show no goods.

Public opinion War

BEIJING-East strong US-Soviet restrained

After 14th threatened to be more than Suning, Gome price is cheaper 10%, Liu 15th continue to do the full public opinion war Kung Fu. On the morning of 15th, Liu an appointment with the major media reporters in Beijing to elaborate on the purpose and intention of launching a price war. At the same time, constantly updated micro-blog, and on 15th 17 o'clock in the afternoon, began to conduct micro-interviews to answer netizens questions.

By contrast, Gome, suning executives are limited to listed companies as managers, can not speak freely, in the public opinion war is completely downwind.

Liu 15th Temporary Media communication meeting. He said the price war had been brewing for a long time, only from the expected four quarters to the three quarter. He said: "Three years ago, Jing Dong into the field of home appliances destined to the war will come." Liu said that Jingdong Mall every year to maintain the growth rate of 150%, so that its size gap with Suning, in this case, both sides of a fierce battle inevitable.

Liu introduced, 5,000 "US-Soviet" (Gome, Suning) Intelligence staff recruitment work has started, 14th received more than 3,000 resumes. The first intelligence officers expected to post in Friday, will be the largest in suning traffic in Beijing to choose the top ten stores. The intelligence will be unified dress, and with 200,000 yuan of commercial insurance.

Liu said that the next step in the Beijing-East price war measures are in the Beijing-East website Public suning line all the home appliances prices, and with the east of the same model of commodity prices, to secure the Su Ning line under the margin from 25% to 10%. At the same time, Liu declared, "Jingdong's strategic goal has never been to defeat rivals." We are committed to scaling up, reducing costs, training teams, and improving the user experience. ”

For the Beijing-east of the public opinion war, Gome Vice President Yang Response, Liu's words quite provocative meaning. He said that the current industry generally depressed, enterprises in a relatively difficult stage, Jingdong Mall performance can not reach the expected, anxious to understand, but do not be rude.

Yang said Gome never evaded any form of price war, starting from 9 o'clock August 15, gome Online shopping mall line of goods prices will be 5% lower than Jingdong mall. And from Friday onwards, gome more than 1700 stores will maintain the same price line.

Logistical warfare

Supplier Attitude differentiation

In the direct confrontation between the two sides, logistics security has become a focus of public opinion. Consumer reflects that the price of electricity business is very lively, but many goods are not goods. The problem of supply chain is more and more concerned because Haier announced the withdrawal from the cooperation with Jingdong before the war of price. Qingdao Haier (600690) shares fell 2.35% 15th.

Songbao, general manager of Haier E-commerce, said in an interview with the Global Entrepreneur magazine: "Because Jingdong mall price is too low, we have ceased to cooperate with us in August this year." At present also with Gome suning cooperation, because they are unified collection, we can not avoid. But then, Haier Electrical propaganda department said, the group level has not outgoing with the Beijing-East termination of cooperation, the need for further verification.

Although Haier has shied away from a positive response to Beijing-East cooperation, it has not been pleasant to see the Liu's subsequent statements. Liu was asked whether to terminate the cooperation with Haier, said, only stupid enterprises do not cooperate with the electrical business, not with the electric business cooperation of enterprises in 3 years will surely die.

Changhong Group spokesman Radian said in an interview that price competition is market behavior, but the premise is not to harm the interests of consumers and suppliers. He believes that E-commerce has just started, is groping to establish their own business model, this period, the need for government departments to guide enterprises, market norms.

In the past two years, several major domestic appliance manufacturers have started to build E-commerce division, in the network sales layout. Manufacturers are aware that the future of network sales will become mainstream, no one is willing to make strategic mistakes in this regard. But there are also suppliers to the price of electricity dealers express dissatisfaction. A big boss of a TV giant in Guangdong complained that in the negotiations, the electric dealer asked to bring the online cooperation mode to the line, which is mainly to extend the account period.

For the Jingdong Mall and Gome This war, supplier attitude differentiation. Liu said that 14th after the decision to launch a price war, the Beijing-East and suppliers emergency communication, but 1/3 of the suppliers said not support, including overseas brands such as Samsung, Sharp and so on.

In the supply chain, there is a clear gap between Jing Dong and suning. Suning easy to buy Li Bin said, 15th began a large-scale promotion, fully show the group backstage Service strength, the National 88 warehouse base to ensure 500 more than the city and 2000 counties distribution, has been basically completed the first day of the goal. This large-scale promotion, at the beginning of the year to determine the 15-20 days, lasted six days, from sourcing and promotions are well prepared.

Relatively speaking, Jingdong warehouse base is much less. Many netizens complained that the Beijing East can not be distributed to their own cities. In this respect, Liu announced that before the end of the year, Jingdong Mall will open 10 new home appliance warehouses, and in 2013 again opened 25 home Appliances Warehouse, then a total of more than 50 large household appliances main warehouse, can cover all Gome, Su Ning can cover the city.

Industry analysts said that Suning last year's sales of more than 90 billion yuan, and Beijing-east home appliances are expected this year's home appliances sales reached 10 billion yuan. For suppliers, the price of the war, the east, is destroying their original price system.

Munitions War

Support from both shareholders

Suning Electric Appliance 15th Noon announcement said, received the company's second largest shareholder Suning Appliance Group Co., Ltd., based on the company's strong confidence in the development prospects, Suning Appliance Group plans in the next three months, the company's shares to increase the total amount of not more than 1 billion yuan.

Suning Electric Group's action was interpreted as, Suning shareholders support the price war. Prior to this, Suning appliance to control people Jindong Hongyi investment directed additional funds raised 4.7 billion yuan. Recently, the company announced again, the proposed issuance of corporate debt 8 billion yuan.

And Jingdong also has a strong capital reserves. There are reports that Beijing East is financing 1 billion of dollars from institutional investors. But Liu denied that, said that Beijing east did not and private talk about financing, currently Beijing East Hand has 8.7 billion yuan in cash. "As long as 8.7 billion yuan of money is not used up, will always play a price war." "Liu that money is not Jingdong mall worry about the issue, the shareholders also made clear that in the price war, how much money is needed."

Liu said that the Jingdong Mall has proposed not to IPO in 2013 years, but does not mean that Beijing East is not considered in 2013 IPO matters. Liu also said that the price war will not be listed after the end of the price war on the time and structure, he thought three years later. This means that before 2015, Jingdong Mall will not be listed.

Liu is equally confident in operating cash flow. He said, "in the field of large electrical appliances, gome, Suning has 25% gross profit margin, but only earn 3 points." In other words, their cost is 22%, and the cost of Jingdong only needs 6%. ”

But, because the purchase price is high, the account period is short, Jing Dong needs more liquidity. It is reported that in the purchase price, Jingdong mall than Gome, Suning Gao 3 points. At the same time, Gome, Suning has 120 days of the account period, and Jingdong to the home appliance manufacturers only 30 days of the account period.

Source: China Securities News