What kind of abacus do the electric dealers really play?

Newspaper reporter Ma Yumfi

After a weekend, E-commerce "Battlefield" still smoke. Beijing East release "Home appliance big Benefit War first wave: Weekend puts the price", Suning Yi buys also not to be outdone to shout "Super 0 Yuan buys, the digital price kills in the end" ... In the "smog" of the price war, are you still rational as a consumer? What kind of abacus do the electric dealers really play?

"At present, we monitor the situation, the electricity dealers released prices are not lower than the cost price, and neither Jingdong, suning or gome have not formed a monopoly, and their price war is just proof that E-commerce is already a fully competitive market." Therefore, there is no need to take administrative or other means at the moment. "The head of the relevant price regulator told the China Economic Herald reporter.

Can consumers ultimately profit?

As a photographer, the reporter has been eyeing a Canon digital SLR camera eos60d camera, this camera if equipped with EF-S18-200IS lens, the price has been stable around 10,000 yuan, this year has been almost not much change. And the price of the electricity business war, the reporter can not immune to house-to-house shop contrast, the price of Beijing east is 9799 yuan, and suning easy to buy the price of 9498 yuan, the difference in 300 dollars. At first glance although cheap, if you pay more attention to Zhongguancun quotes, it is easy to find that these two prices are not cheap, Beijing SLR ERA Experience Center, days Heng Li Tatsu, Beijing plus Xin Digital Zhongguancun, such as the entity store quotes are below 9300 yuan. The reporter contacted the merchant, found not only can bargain, also has the camera bag and so on net buys not to receive the gift.

Zhang, director of the China Economic Research Center, a professor at the National Development Institute of Peking University, told the China Economic Herald: "If it is really a price war, then on the surface, consumers are indeed benefiting." But once the price war continues to hit, then these businesses will have to compress costs, once the cost is reduced, their after-sales service is difficult to protect. Because the purchase of home appliances is not short-term behavior, consumers still want to use the period can be longer, so related to after-sale, replacement and other services. If consumers only get short-term price benefits and lose long-term quality service, it is not really affordable. ”

Now the price war has more than 5 days, the parties have invested in billions of dollars, then if one side wins, seizing a huge market share, it is very likely to achieve the future pricing commanding heights, then, consumers may not have much choice of space, can only pay a high price. "This possibility is very big, if an electrical appliance merchant seizes to a very big market share, realizes a certain sense of monopoly, certainly will raise the price, put the money that before spends to earn back again." But after all, e-commerce and entities are not the same, mainly on the Internet or by low prices, low-cost operation, relying on sales, it will be like physical stores such a large scale of price remains to be seen. And if there is a certain size of the price monopoly after the success of electrical appliances, then the relevant State departments in accordance with the "Anti-Monopoly law" when the shot. Zhang Lai added.

What does the electric dealer argue? ”

Jingdong Mall and Suning easy to buy the price war is the main opponents. This is two companies in a special period. BEIJING-East, several times this year, the financial listing of the "wind", in this price war, it is obvious that it wants a large-scale market share. "Jingdong wants to go public, it lacks a bigger venture capitalist, and despite its seemingly deep pockets, its thirst for market share and venture capital is well known in the industry." If BoE wins the price war, it attracts more risk investors to support its listing through huge market share and word-of-mouth, so it can be said that its money before it is not white. "An e-commerce industry personage told China Economic Herald reporter.

Su Ning, I am afraid that before the price war, Suning easy to buy a reputation far less than suning entity store, but in recent years Taobao, Beijing-east, Amazon impact on the traditional home appliances market can not be avoided. Is the ego Revolution, or be someone else's revolution, is the choice that suning person faces. Obviously, Su Ning chooses ego Revolution, "originally Jingdong's abacus is very perfect, through expanding market share to strive for listing." But Suning makes the abacus less easy to beat down. Because Suning easy to buy is relying on suning entity store, and Suning entity store is reputation and reputation are also good old home appliance entity store. This is not what jingdong, but also why Jingdong shouted "hit Su ning" reason. ”

Wang Yituo, a prominent financial commentator, said: "A business with a profit for a special period is often the first to consider their own interests, or even if they are difficult to gain, how to let opponents hurt." As for the interests of consumers, it is the third place, even if it is considered, and more likely, it will not be considered at all. Yes, it's a capital game. If the game succeeds, the entrepreneur can become a legend on the cover of the magazine, investors can get a huge return. If the game fails, the entrepreneur will be cruel reality ridicule and forget, the investor's money, hit the water drift, can only admit unlucky. Price war, is a capital sniper war, is a link in the capital game. In every aspect of the game, consumers are just bystanders. ”

What changed the price war?

Although only the game, but we can not deny that E-commerce has quietly changed our lives, from the excellent network and Dangdang cheap books, to the Taobao commodity, clothing, cosmetics, and now penetrate to our daily life in every corner of home appliances and digital goods. As an "onlooker", we might as well explore the changes that have been brought about by this price war.

"First, let's go back to the very important part of the supplier." Some say how long the supplier will last, and how long the price war will last. There is some truth to this argument, but not necessarily all right. True, whether it is Su ning or jingdong, they will find ways to the suppliers to lower prices, but how low pressure? Below cost? It is unlikely that suppliers will survive. So I think they are more likely to buy directly from abroad, and manufacturers to sign an agreement to take goods and other cheaper way. If Jing Dong or Su ning which a profit, then it is bound to become the biggest demand business. By that time, the supplier's price would have to be the owner. So this is a far-reaching industry, and the role of the industry and supporting role will change with the pattern of industry. Zhang told the China Economic Herald reporter.

So what does the price war change for consumers? Who will not be tempted to face these eye-catching promotional words, prices and comments? Even if just move the mouse, click on the Web page. "It can be said that the price war is likely to change the consumer's original for the rational consumption of household appliances psychology." Zhang Li said.

Indeed, if the home washing machine is not bad, if you do not intend to travel recently, do not need a camera, who will run to buy a new one? But the price war is different. If you look at the price and the time limit for falling prices, someone will not think: "Is it true that when I do use it, the price rises again?" It's better to buy it now for a rainy days. ”

In any case, e-commerce has broken into our lives, people have stepped into the home shopping, enjoy door-to-door, online payment and other convenient service times. The price wars of the electric dealers are more for their own benefit, but they did speed up the time when the rational psychology of consumers was changed, and the overall acceptance and trust of E-commerce took a little while, and the industry grew at a rapid pace and, to a greater extent, changed the next generation.