Industry Association "Match" Gome Suning Old Rival In Shanghai For The First Time To Attack The Electricity Supplier

"We simply participate in the promotional activities organized by the association and do not need to think too much." Zhang Wei, general manager of Shanghai Gome said.

"No matter whether they are willing to admit that, the gradual increase of electricity supplier sales is an indisputable fact." Han Jianhua, Secretary General of Shanghai electric appliance business association, said.

Years of "peer enemy" - Suning and Gome finally sat together to counter the impact of the electricity supplier.

In September 1st, the Shanghai electric appliance business association said at a press conference that under its coordination, the three major household appliance chain stores in Shanghai Suning, Gome and Yongle will join 52 front-line brand producers, including color TV, refrigerators and washing machines, for the first time during the Mid Autumn Festival (September 5th to September 8th). union To carry out large-scale marketing, it is necessary to "let the outside world know that the physical store is more secure than the electricity supplier".

According to introduction, at present, there are 189 hypermarkets in Shanghai, Gome, Suning and Yongle.

However, many people in the industry think that "tough to beat the melon is not sweet". For Suning and Gome's two rivals who have been fighting for many years, it is too difficult to unite them. Gome and Suning two retail giants began to fight in 2002, one based on Beijing and one with Nanjing as the starting point. The two price wars have been fought for more than ten years. This makes their first joint operation possible, "the sense of form is far greater than the actual meaning".

　　 Fact Yesterday, although Fan Zhijun, general manager of Shanghai Suning and general manager of Shanghai Gome, were sitting at the same press conference for the first time, the two people had no communication and no eye contact. What is more intriguing is that when faced with the question of why the three major chain operators first promoted the "Baotuan" promotion in the face of the issue of the morning newspaper reporters, the two people were quite at the same time denied that the cooperation originated from the electricity supplier.

"I think the outside world overestimates the impact of the electricity supplier on the physical store. In fact, until now, the entity store is still the mainstream shopping channel, occupying most of the market share." Fan Zhijun said.

"We simply participate in the promotional activities organized by the association and do not need to think too much." Zhang Wei Bing said.

"No matter whether they are willing to admit that, the gradual increase of electricity supplier sales is an indisputable fact." Han Jianhua, Secretary General of Shanghai electric appliance business association, said Suning, Gome and Yongle three major appliance chain retailers accounted for 85% of the sales in Shanghai market in 2012, but now they have dropped to 69%, and the market share has dropped sharply in recent years.

"We hope The three giants will join hands in this situation. As long as they unite, the price on the line will be lower and the price on the line will be higher and higher. Han Jianhua said.

Of course, only with the price of electricity suppliers, the store can only win high sales but lose profits. Therefore, in this joint marketing campaign, a big selling point of the three major chain stores is "new products are also discounted". It is reported that the general merchandise or low-end products are mainly different from the goods sold by e-commerce. 40% of the five categories of products participating in the promotion are new varieties listed in 2014. Among them, there are 4-5 brands of color TV brands that are new to the Mid Autumn Festival, and break the practice of no price cuts on new products, and there will be a discount of no less than 10%.

According to the data provided by Shanghai electric appliance business association, in the first 6 months of this year, the proportion of sales channels of traditional household electrical appliances such as color TV, refrigerators, washing machines, air conditioners, kitchen appliances and so on, accounted for 69% of the three major chain businesses, 18% of the household electrical appliance professional market and brand stores, and 13% of the electricity suppliers. Among them, in the field of 3C products, e-commerce sales growth is fast, accounting for 26% of the total, almost 1/3 of the market share.