Tian Bogey Horse racing contest

August, this should be air-conditioning, refrigerators and other people are not worried about selling the bidding month, but because the Jingdong CEO Liu a micro-blog became unusual Jingdong, suning big home appliances price war, let everyone electricity prices start to touch the bottom, this for the home appliances industry has been on thin ice, no doubt, and worse.

The August incident, is the last decade to the most clear home appliances channel a reform signal, even if Liu next penny not input, home appliance store reform problem also had to be carried up on the desktop.

Industry critic Li Zhongcun thinks, if this price war causes everybody electricity whole category to reduce price more than 10%, the home appliance profession will form the vicious circle which cannot make up. And Liu said, the survival of the fittest, mixed not to die, this is the inevitable result of competition.

Causes

The inevitable outbreak of contradictions

"The existence of the offline store is of little significance. "August 15, Liu in the interview with this reporter, admitted that three years ago that today's contradictions will erupt." And three years ago, Suning, gome two big appliances giants certainly did not think, one day, Jingdong will challenge themselves.

In recent years, China's e-commerce is developing geometrically. Liu disclosed that the Beijing-East water flow is almost 200% annual growth.

When the Beijing-East Development to today, the so-called next year water will be over 70 billion yuan, if want to continue to maintain rapid growth, there is no doubt that other business models to encroach on. And in China, most of the household electrical appliances are online under the store, so in Jingdong 6 18 shop After the many companies, Liu not hesitate to choose this year to the Offline channel war.

"Do offline intelligence, to store supervision, this is just a means, as long as Su Ning, Gome's offline price transparent, so that consumers know where to buy cheaper, so that is enough." Liu eventually wanted to form pillars.

"Gome is now in a crisis, and do the platform of the cat has never been the opponent, now the biggest enemy is Su Ning." So he will be the enemy of the war in Su Ning.

Weapons

Tian Bogey Horse racing contest

What's the fight for? Liu did not choose their own good 3C, because "3C is not suning, Gome, the largest source of profits", he disclosed the data is, offline store large household appliances gross profit margin of 25%.

"3C do not have to fight, Su Ning also on the profit of about 5%, we are also 3% of the profit, even if the suning to play like us, also cheap dozens of, meaningless, and everyone electricity is not necessarily, if the line was hit to the remaining 10%, that is hundreds of yuan profit, which is fatal to the line channel. "Obviously, Liu this time is prepared, he took out his own not important horse, with the other side of the most advantage of the Malay spell, so the result is obviously easy to see, play flat on the good."

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