Three major appliance sellers pinch racks

Reporter Shingpo

If you are online today to buy home appliances, must be a lot of parity, perhaps the same site on the same commodity afternoon prices will be lower than the morning, and perhaps also to obtain additional return on the difference. Yesterday, Jingdong Mall and Suning easy to buy two big home appliances sales website on Weibo, competing to say that from August 15 (today) 9 o'clock in the morning, their own commodity prices will be lower than each other.

Home appliance vendors in E-commerce on the wrist is not the first time, but this contest on the future consumer purchase of home appliances have a greater impact on the way. Suning Tesco and Jingdong Mall each other on the same day, there is news that Suning will issue 8 billion yuan Bond, after suning has been through directional additional financing way to finance 5.5 billion yuan; Jingdong Mall in the last year financing 1.5 billion U.S. dollars (about 10 billion yuan) Another home appliance seller, Gome, has gained about 6 billion yuan by selling its property projects in Beijing. Several big appliance sellers hand in hand the cash, greatly in the electronic commerce the posture.

Three major appliance sellers pinch racks

Jingdong Mall CEO Liu yesterday morning, said, "Jing dong everyone electricity three years 0 gross margin!" From today onwards, Beijing East all the electricity guarantee than Gome, suning chain cheaper than at least 10%! ”

Li Bin, an executive vice president of Suning and Tesco, then responded, "Suning easy to buy, including home appliances, the price of all products must be lower than the east, any net friend found that the price of suning is higher than the east, we will immediately adjust prices, and to buy feedback twice times the difference pay." ”

Then another electric giant Gome online mall general manager Handepeng said, the Gome mall positioning as "the lowest price shopping platform", as long as there is any one mall lower than the Gome Mall, Gome will immediately cut the price of products until the net lowest.

The argument that "everybody electricity 0 gross margin", the industry generally disagree, some people immediately questioned. Tencent's easy network is to break the rules, said "Jingdong said its big household appliances 0 gross margin is only 0 margin, it is well known that the sales margin does not include the sale of manufacturers back point, etc. (industry called background gross Profit), and home appliances industry profits mainly in the background margin. ”

Competing financing exerting the electronic commerce

We can not be sure that these home appliances Web site's big appliances can really "0 gross margin" sales, but the last more than a year to invest in the Home appliance site Marketing Campaign is true. The competition from today's three shopping websites may mean that this kind of promotional battle is being upgraded, and it is money that supports these appliances dealers to invest in resources for promotion.

Yesterday, there is news that Suning will issue 8 billion yuan bonds. One months ago, suning appliances (002024, shares bar) just completed up to 5.5 billion yuan of targeted additional financing. Su Ning a lot of financing where to go? Insiders said, one is Su Ning is reserving land for commercial real estate investment, another big destination is to the online mall suning easy to buy.

Jingdong Mall's latest financing was in April 2011, with six funds, including Russia's DST and tiger funds, which were $1.5 billion trillion. Prior to the completion of the Beijing-East capital of the rounds of private financing, has introduced today, the Bull fund, Leung, tiger funds and other investors, a total of 183 million U.S. dollars.

Gome in the recent agreement with HNA, to the latter sold in Beijing, the Big Mac real estate projects Gome, the acquisition of funds of about 6 billion yuan, less than the 2009 years of the Gome group out of 10 billion yuan to sell.

This is the worst year of the price war for the electric business. Suning insiders said, before this year, Suning boss Jindong also afraid of their own too development online shopping mall will impact offline sales, but this year began, Jindong wake up, think that with the day cat, Jingdong Mall "revolution", as "their own life." "The next assumption is that suning to the offline store to make a big adjustment, each city to retain a few large stores as the offline experience shop, for users to experience home appliances digital products, the main sales on suning easy to complete." ”

The adjustment of the offline store has already begun, Suning has announced the semi-annual report, due to the replacement, closed chain stores 74. In Hangzhou, several stores have also been closed.