The Market Price War Of Shoes, Clothing And Household Appliances Is Rising Again.

Electricity supplier spree 7. 18

In July 16th, the third and fourth quarter of this year will set off the biggest, the most tragic and the most comprehensive price war in the history of Chinese e-commerce.

Micro-blog, Jingdong mall CEO Liu Qiangdong, went on holiday to the seaside to continue to lead the price war.

But micro-blog's last phrase "concrete measures launched at the end of this month" has lifted people's appetite.

Because 10 days are enough to change a lot of things, such as grabbing the "stronger version" of price war.

Such a micro-blog by Liu Qiangdong drew more than 2900 comments from netizens.

Netizens with "cheap hands" have begun to "complain": "I want to save some money, Jingdong, you want your life."

The netizen who is a little bit slow pointed out, "what do you mean? Is Jingdong going to have a price cut?"

Liu Qiangdong's prediction of price war has just fallen, and the Gome online shopping mall, which has been keeping a low profile in the field of electricity, has suddenly launched a "7" 18-7. 28 "witness the base price coordinates".

In this promotion, apple mobile phones and iPad, which had strong prices, were directly sold by 20 percent off, and they were sold at a low volume of 1000 units.

In the promotion page of Gome mall, cheap goods are enough to kill the real gold and silver in the pockets of netizens.

IPhone4S 3999 yuan, iPad 1999 yuan, 32 inch LED color TV 999 yuan, 2999 yuan for open door refrigerators, 888 yuan for intelligent air conditioning......

"The price war must be fought. Really, don't play a trick. A dozen or so units will be put up. This is called price war. Consumers can't buy it.

Another is the virtual price, the lowest price, but no goods.

This is a major drawback of the electricity supplier industry, which has no meaning at all.

In Han Depeng, general manager of Gome mall, the so-called price war was not a real price war.

Sales promotion is varied.

A heavy bomb in Gome mall completely disrupted the calm market in July, and the big business people were also "messy".

On the third day after Liu Qiangdong announced that it would upgrade the price war in the third and fourth quarters, Tmall announced that it would invest 1 billion yuan for promotion.

In the same period, suning.com also decided to promote the promotion of "E18 activities" in July and August, and launched a 7. 18 buy 200 return to 100 general coupon activities.

Orders for the first day were over 100 thousand.

In response to the high profile of Jingdong and Tmall, Dangdang has always responded to the goal of "the lowest price of the whole network": resolutely follow up the price war, not only to fight price war, but also to really make profits, so that consumers can get real benefits, not just slogans.

At the same time, the response said that the amount of money invested in the announcement would be meaningless.

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In addition to the electronic business platform, the prices, rebates and payment companies attached to the electricity supplier industry also began to respond.

Recently, an Amoy network announced that it will pay 250 million yuan to subsidize consumers' watching and fighting behavior.

The subsidy is 150 million yuan, which is a rebate subsidy for users after shopping through an Amoy price. The other 100 million yuan is a red Alipay package that can be freely received by consumers during the electricity price war.

This year, the first round of electricity supplier

As early as April, suning.com was the first to launch.

Subsequently, many electric providers including Dangdang, Tmall, Jingdong, Gome and others participated, and reached a climax on June 18th Jingdong mall celebrating day.

At that time, Dangdang, Tmall, suning.com and other competitors were directly targeted at the propaganda slogans of Jingdong, and were called the "bloody June war" by the industry.

However, this huge price war is also regarded by the industry as a gimmick, and the netizens also reflect a lot of "cat and dog", such as commodity goods wrong board, return goods difficult, low price goods large area of stock and so on.

Price war under deficit

In 2012, it was regarded as a year of life and death by the electronic business.

According to Analysys data, in the first quarter of 2012, the scale of China's online retail market reached 218 billion 800 million yuan, down 3.4% from the central retail market.

The slowdown in market growth has brought different degrees of pressure to electricity providers, which is one of the causes of price war.

However, the price war to lose money is making the industry generally in an "injury" state.

In 2011, the media revealed a loss of 1 billion yuan in the Jingdong mall. Liu Qiangdong also admitted that "people who love me often come to Jingdong to show their support, and those who hate me often come shopping because the more I buy, the more I lose."

In order to understand the truth of the price war crowd, Liu Qiangdong dried out the company's first half performance report in micro-blog: sales grew by more than 120% over the same period last year, and GMV (paction volume) grew by 161% over the same period last year.

"Only one number is ugly: net profit is negative!"

Prior to this, Suning Electric Group announced the 2012 semi annual performance amendments notice that suning.com achieved sales of 5 billion 280 million yuan in the first half of the year, while suning.com's annual sales target at the beginning of this year was 30 billion yuan, and the bottom sales volume was 20 billion yuan.

Not only is the sales performance far from the annual target, but the massive profit margins in the first half of have also dragged down the overall performance of the group.

Dangdang realized sales revenue of 1 billion 84 million yuan in the first quarter of 2012, an increase of 58% over the same period last year.

However, in the first quarter of the year, sales of Dangdang decreased by 12% compared with the fourth quarter of last year, which is the lowest income growth rate since 2009.

Profit and loss, the results showed that Dangdang net loss in the first quarter of 99 million 500 thousand yuan (about 15 million 800 thousand U.S. dollars), and the second half of last year, Dangdang losses totaling more than 200 million yuan.

"Many people criticize the electricity supplier for price war without technical content. In fact, price war requires not only high technology but also super strength, perseverance and stamina!" Liu Qiangdong said.

The industry believes that the second half of the year will continue to vigorously marketing will become the domestic electricity supplier watershed.

Prior to 5 and June in the electricity supplier war, the capital driven electricity supplier who did not earn money by burning money has been slightly tired.

The value driven business operators will widen the gap once they have a good operation mode and profitability.