Why to provoke a price war

A week ago, the electric business "predicted Emperor" Dangdang CEO Guoqing said: "Liu said the burn did not burn I do not know, but I counted the account is he burned out." "He believes that the capital of China's electricity dealers, in addition to when the other should be burned almost, the price war is coming to an end." However, August 14, known as "the most brutal price war in the history of the electric business" has been fought ...

Jing Dong three Shang

10:21, Jing Dong first gun

Today, I made a decision again: Jing Dong Everybody electricity three years 0 gross profit! If within three years, any of the sales personnel in the electricity plus even a dollar margin, will be immediately dismissed! From today onwards, Beijing East all the electricity guarantee than Gome, suning chain cheaper than at least 10%! ”

Interval of half an hour, Liu released a smoke bomb in the country to recruit 5,000 U.S. and Soviet price intelligence agents, 2 per shop stationed. Customers to Gome, Suning buy everyone electric time, take out a mobile phone with Jingdong client parity, if less than 10%, the price of intelligence agents on-site verification is true, Beijing East immediately cut prices or spot coupons. Subsequently, Liu also announced the intelligence officer uniform, and said that the factory has been delivered to produce processing.

Ecapital Capital CEO ran see Liu "crazy" action, a great "refereeing" meaning, he believes that the major retailers bloody bargain crazy preferential consumer stage should be concluded early, so that the result of the abnormal price, no matter who wins who negative, long-term look will eliminate competition rather than promote competition, and any elimination of competition may be consumers should be vigilant.

But Liu's answer is: in the open market situation, such worries are superfluous, "the fallen family will stand up 10!" There is competition there will be no monopoly! ”。

For the malicious war of doubt, Liu is blunt, as long as it is conducive to consumer competition is not malicious competition!

11:07, the second shot of Jing Dong

Before the end of August, Jingdong Mall Everyone electric distribution in the country 20 cities to achieve 211 limited to the service, that is, before 11 o'clock in the morning orders, the afternoon service, the night before 11 o'clock orders, the next morning delivery! Jing Dong Everybody electricity distribution also wants 211.

16:52, the third shot in east Beijing.

In Suning easy to buy after the challenge, Liu said, starting nine o'clock in the morning tomorrow, Jingdong Mall all big home appliances prices than suning line cheaper! And no bottom line of cheap, if Suning dare to sell 1 yuan, Jingdong price must be 0 yuan!

Jingdong three alarmed the entire electric business circle, "the father of Weibo" Du Zijian also when an electronic commerce observer, he commented, in front of the war thinking "world-class" is cruel. In fact, this is a few have been kidnapped by the chariot, together with the fire, if the Ministry of Commerce or other ministries do not intervene, then die at the table is not the electricity dealers and consumers, but investors. "In the field of group buying to burn a lot of hot money capital, their mood must be inversely proportional to the temperature on the microblog." You say well: "The bitterness of knowing" Ah! ”

To fight or to disrupt the easy purchase

After the second shot of Jing Dong, suning easy to buy the first response, Suning easy to buy executive Vice President Li Bin said: Suning easy to buy, including home appliances, all product prices must be lower than Jingdong, any netizen found that the price of suning is higher than the east, will immediately adjust prices, and to buy feedback twice times the difference pay.

At the same time, Suning Tesco will be scheduled to start 10:00 on August 15, 1 hours before the event, 15th 9:00, Suning will start to buy the most powerful promotion in history. Li bin joked, "I will be able to help Liu in advance and exceed the efficiency goal of downsizing." ”

When it's time to mess up

Even if the "prophecy" appeared to be a certain deviation, guoqing did not want to miss the price war. "As long as there is a price war does not participate, when the sales will immediately drop." ”

17:52, Guoqing announced that Dangdang mobile phones, computers and small appliances, as well as Dangdang Gome online flagship store all varieties of the fight.

Gome belatedly

Compared to Suning's easy to buy and Dangdang, Gome this "home appliance carrier" movement appears somewhat slow, until about 22:30 in the evening, Gome vice President Yang through the media, said Gome never evade any form of price war, starting from August 15 9 o'clock, gome online mall goods prices will be 5% lower than Jingdong mall.

War mystery: three why

On this war, the electric merchant has too many questions and guesses ...

Why do you want to play Su ning?

Because suning everyone electric gross margin up to 25%, that is, you go to suning store to buy a 5000 yuan refrigerator, suning to earn you 1250 yuan! And Beijing East only add 150 yuan can sell! Only people have enough price war space, other categories even if cheap also a few yuan money things, boring! Hundreds of, hundreds of bucks on the drop!

Investors don't object?

Just and members of the shareholders, today's capital, Bull Capital, Kleiner, Sequoia, Tiger Fund, DST and other major shareholders all participated! We all know how to play Su Ning. I say this war is going to cost a lot of cash, what's your attitude? A shareholder said: we have nothing but money! You can fight it, hit the dead!

Why do you provoke war?

Many people speculate on the cause of the war, I openly came out: the rumor that Jingdong had no money to sell to Pross I did not anger, the store celebrates to smash the field not angry, the gun wen to Black Jing East not anger, obstruct supplier and Beijing East cooperation not anger; But using individual local government relations to get us through, I'm furious! I'll blow your maliciousness with the penis!