Who is "injured" in the electric business war?

Inventory 2012 Home Appliances hotspot, "electric business War" is undoubtedly one of the most eye-catching keywords. "8 15", "11 11" two electric business war, the former CEO of Liu to Su Ning, Gome, the latter is initiated by the electric business, online under the joint participation of a nationwide "online shopping festival." After two electric business war baptism, whether the consumer really obtained the benefit, the traditional appliance chain is affected?

"8 15" electric business War: Flicker

"We have nothing but money!" Don't worry, hit the dead! "August 14, Jing Dong CEO Liu said on Weibo. The next day, the Liu called "The Last Battle" with Suning.

Hunan Household appliances market is quickly stirred hot, the traditional chain stores have to fight.

Hunan Suning Labour Plaza shop launched NEW: Consumers in the shop to buy the designated 3C model, if found that its price is higher than the designated mainstream consumer Web site (Jingdong Mall, Easy news, excellent Amazon), immediately the price of this model to be reduced to 1 yuan than the network price.

Gome all stores in the province are in the price adjustment, and claimed that in Jingdong Mall can buy a special price, Gome stores can buy, and prices than Jingdong mall cheaper 10 yuan.

Local strong home appliance chain giant general manager Liu Wei in micro-blog announced: Timely follow-up and launched the "Really low-cost action."

Does this hot war really make consumers benefit? The "campaign", goods out of stock, slow delivery, price steal up, model different, no parity and other issues are exposed by consumers. To this end, the whole process of the electric business was "fooled" by netizens.

"11 11" Electric Business War: Hot

"Singles Day", Taobao, the day of the cat promotion from 0 o'clock, starting in a minute more than 10 million people poured in. After 1 days of fierce battle, its sales reached an astonishing 19.1 billion yuan.

Online sales are so hot, the line of traditional household appliances chain sales also earn pots full of pot.

"Double 11" period, step by step high electrical appliance City members to buy home appliances as long as a single pen full of 68 yuan, you can get the Disney Dream Trip Lottery eligibility, in order to attract passenger flow, the day of the province 42 chain stores to harvest 10 million yuan sales.

Suning Appliances (002024, shares bar) in the "Singles Day" before and after 3 days, line online June push "0 yuan purchase", only in Hunan Province to let resources up to 100 million yuan. After the event, the sales of Suning's 51 stores rose 180% from a year earlier.

Compared to the "8 15" electric business War, why the war broke out completely? Changsha Household Appliances Chamber of Commerce related experts said, "8 15" electric business War by the relevant departments to investigate the initial view, there are electric dealers suspected of fictitious price, fraudulent consumers; "Double 11" electric business War lessons, online and offline businesses to achieve a transparent price, the real sale, won the recognition of consumers.

Electric business War: Who "can't afford"?

The electric commerce War is so hot, is the traditional business model really under the impact of the electric dealer?

General manager Liu Wei believes that, although the advantages of the electric business is low-cost, convenient, but the advantages of traditional home appliances chain stores are also obvious, that is the first time the goods update and experience. On line for the low, online novelty, for the new market speed and products, services, after-sale, logistics, etc., the line has more advantages. Online shopping and traditional stores is not an alternative relationship, but each has its own market space.

Step by step high group of Household Electrical Appliances Division director Yutenda said: "Home appliances this piece is not afraid of electricity business call Huan, on the experience, on service, logistics and even prices, the electric business is far from the store." ”

According to the Hunan Gome operating director Wang Yonghong, in the face of the World War, gome timely adjustment of marketing strategy, in the commodity management, improve the quality of single shop, cross-industry cooperation, holding group heating and building a culture of good faith, and constantly seek to change novelty.