August 14th, Jingdong CEO Liu Qiangdong mall two bursts of micro-blog, the Jingdong all electric three years zero margin, all the power that the Jingdong than Suning and GOME stores more than 10% cheaper, Jingdong in the country to recruit 5000 price information, every store in two. Provoke a price war, followed by Suning, Gome to follow up. August 15th, the price war officially started. In August 20th, the new commodity price increases, Jingdong, Suning, Gome in the "War Within Three Kingdoms" temporarily disappear.
in the current economic environment, the home appliance sales continued to decline, and the next line stores the rate of cost increases, Suning, Gome Home appliances channels is seeking transformation as an opportunity to expand the online channel will become the main part of the channel reconstruction strategy. The transformation of the old channel to the e-commerce website is the inevitable product under the market competition mechanism. However, in the process of transformation, although the old channel has its own advantages, but more experience than the electricity supplier business more difficult and difficult. The author believes that the following aspects:
electricity supplier operating experience. Jingdong from 2004 to enter the field of e-commerce, to 2010 sales of billions of dollars, in the B2C electricity supplier website, especially in the field of 3C, has occupied a dominant position. Suning Gome has enviable business qualifications, while Jingdong CEO Liu Qiangdong is very good at using social media to do marketing, often only a group of micro-blog, do not need to hold a press conference and in traditional media advertising, the media can win more expensive than advertising version of news edition and attention. The headlines. From modest to provoke a price war can be seen, "Liu cannon" not langdexuming. The Jingdong, Suning, Gome electricity supplier in the business process, team performance, user experience, network marketing is weak, from the morning of 15 Suning and Gome have downtime can be seen, in the face of high density visit website to bear, the user experience is poor.
financial pressure. In order to establish the online channel brand and traffic, the short term will consume a lot of money. Suning has just issued 8 billion yuan of corporate bonds financing, mainly for Suning procurement model, research and development platform, logistics operation system innovation and optimization. Gome is 6 billion yuan discount price to sell its commercial complex Gome are dedicated to e-commerce. Acquired Kuba, also founded Gome online shopping mall. A steady stream of huge sums of money, will inevitably lead to capital chain tension.
online and offline conflict and the game between suppliers. The main sales of Suning and Gome’s contributions are concentrated to the offline store, Suning 2011 revenue of 93 billion 800 million yuan, the United States revenue of 59 billion 800 million yuan, the first half of the performance express display Suning in 2012, the company’s revenue 47 billion 190 million yuan, of which online business accounted for 11.2%, net profit reached 1 billion 740 million yuan, compared, and Jingdong and maybe Suning the United States, in the process of transformation in the electricity business, the traditional channel by. Although in the price war, Suning, Gome announced the country’s more than 1 thousand and 700 stores all