Double 11 Detonated Jingdong Suning Price War

Before the double 11 war detonated, Jingdong could not bear to complain to SIEMENS: Suning

Too low.

Not the most ruthless, only more ruthless! Originally thought that the new generation of electricity supplier Jingdong is the most ruthless person in the household appliances retail channel. I never expected it to be "ginger or old spicy": Suning, an Internet retailer, is obviously the more ruthless person in the household appliance channel.

In the face of the same SIEMENS washing machine, Jingdong's selling price is actually 1000 yuan higher than Su Ninggui's, which is a great irony to the operation ability of Jingdong household appliances.

A wave is not yet smooth.

Before the double 11 war detonated, the Chinese household electrical appliance industry could be described as "surging waves": last week, the appliance giant GREE and the United States launched a positive close meat battle in November 7th, and launched a "double 11" promotion in advance.

This week, Suning and Jingdong launched a "price war capability" game around the appliance business ahead of the double 11 war.

When the "Ping Jing campaign" has not yet been fully launched, Suning's low price strategy has made Jingdong feel "meat pain".

Today (October 26th), a businessman broke the news that micro-blog's "complaints" screenshots posted by micro-blog, called "general merchandise shop Mr. Lee", were mainly composed of: Jingdong complained to SIEMENS and other household electrical appliance manufacturers that "Suning price is low to ridiculous", requiring manufacturers to restrain Suning's low price behavior, but in fact demanded Suning to raise prices.

Jingdong complaints: Suning price is low to ridiculous, ask manufacturers to restrain! This screenshot on Monday caused frantic forwarding on micro-blog. Although the screenshot content is not very complete, it can be clearly seen: This is a complaint from Jingdong to SIEMENS that "Suning price is too low".

One of the screenshots is the original version: "customers who have already placed orders under the Jingdong, cancel all orders after the price is changed, pfer to easy purchase, and even other models will pfer to varying degrees."

This may be the real reason for Jingdong complaints.

From micro-blog's "complaints" screenshot, we can see that SIEMENS brand WM10P1601 is a washing machine, Suning sells for 2990 yuan, Jingdong sells for 3924 yuan, Suning price is nearly 1000 yuan cheaper than Jingdong.

While watching the bustle, netizens really feel the Suning's low price strategy, which makes Jingdong unbearable low price.

In this regard, some netizens commented: the price war of the electricity giants, the consumers are really affordable, and the lower the price, the better.

"Seen countless price cuts, but this kind of complaint screenshots is the first time to see that Jingdong is not claiming their own low price, but trying to force rivals to raise prices. I think Jingdong is the real chaos price."

Jingdong complained that the price of some Suning products was far below the mark, and asked SIEMENS to regulate the adjustment.

There are two models listed in the screenshot: the actual price of Jingdong of SIEMENS WS12M3600 washer is 3853 yuan, but suning.com price is 2930 yuan, Suning price is 900 yuan lower than Jingdong.

SIEMENS also has a WM10P1601 washing machine, Suning price is 2990 yuan, Jingdong sells for 3924 yuan, Suning price is lower than Jingdong nearly 1000 yuan.

Jingdong's complaint to SIEMENS shows that suning.com's super low price has begun to affect Jingdong's sales, which has greatly affected the rate of accounts.

"During September and eleven, the rate of accounts has not been very satisfactory, a large part came from Suning's disorderly price. Suning.com's price is so ridiculous. We invite all the big guys to restrain them in a timely manner and not to appear again."

A detailed set of data in the Jingdong complaint shows the decline in the accounting rate: "at least 20% of the account rate has been affected," 10.1-10.7 said. "The volume of Jingdong is 90 million, the actual account is 53 million 100 thousand, the actual account rate is 60%, but the normal standard is 80%, and sales volume has been reduced greatly."

More netizens commented on micro-blog that "Jingdong's tone of voice is so loud and clear that they are sent by a big fat man. They ask the manufacturers to stop Suning's low price by the command tone. Under the market competition environment, Jingdong has any right to interfere in Suning's price reduction, and the low price is the king's way.

Can not afford to lower

Don't fight. "

Ping Jing campaign: what is the price of the whole line below the Jingdong, what does Suning want to do? On the eve of the battle of Ping Jing, the suing price war has been so fierce.

Even the new business Jingdong are "unable to sit", it is not difficult to see that this year's double 11 for many household electrical appliance enterprises, the intensity and magnitude of the low price war will far exceed the previous expectations.

All traditional appliance dealers should prepare ahead of schedule.

As early as mid October, Suning COO Hou Enlong released only four words of micro-blog in the early morning of 18.

Sun Weimin, vice chairman of Suning, said in Beijing 19 days that as long as consumers buy goods that are more expensive than Jingdong in Suning, they will conduct "one notification, two penalties and three classes" to ensure the price advantage.

For this reason, Suning headquarters has set up a price inspector team, whose price is higher than Jingdong.

Hou Enlong said frankly, "Suning's third O2O Shopping Festival, Suning must adhere to the low price strategy and become the spokesman of consumers.

We can see that in the future, Suning's price reduction will be intensified. "In August and September, Jingdong founder Liu Qiangdong publicly criticized naming on Sundays, but the latter had been silent.

Subsequently, hundreds of suppliers came out to visit Suning headquarters and signed a purchase order of 35 billion yuan.

At present, Suning was secretly deploying the "Ping Jing campaign", and the support of its main suppliers became an important "ammunition" for Suning.

Sun Weimin has previously pointed out in public: "the real price war is based on a strong supply chain, and the essence of price war is the value war of retail capability.

Suning has retail CPU capabilities including supply chain, logistics and services, which can continue to push price war down, while some traditional electricity providers who rely on burning money to maintain their operations do not have the strength to fight price wars.

Just last week, when the Ping Jing campaign was launched in real terms, 134 home appliance industry suppliers gathered in Suning headquarters to provide "platform help" for Suning in terms of supply, traffic and resources. Hisense, LG and other manufacturers immediately added additional supplies to Suning, and Su Ningqian and O2O ordered a strategic cooperation agreement with the LG.

Even the above received.

SIEMENS, a complaint, also announced that it has provided 120 thousand ice washing products to Suning, providing intelligent single products and super large single computers totaling 40 thousand explosive products, distributing tens of millions of red packets, and launching several new washing machines in Suning double line channel to strive to break through the 1 billion yuan sales mark.