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After the price war in the first half of the e-commerce industry, the price war continued in the second half of the year. 618 Jingdong store celebrated the price war between major e-commerce companies in the day, but the smoke has not yet retreated, and it has ushered in a new round of war. Jingdong Mall, Suning Tesco and other e-commerce companies have recently expressed their desire to continue the price war. Jingdong Mall CEO Liu Qiangdong said that the price war in Jingdong Mall will be even more fierce and more comprehensive in the second half of the year. The sale of home appliances has been renewed, and the war has become increasingly fierce. The price war increased the loss of the home appliance industry In order to start the market, in the first half of this year, the large-scale profit-sharing activities initiated by the home appliance enterprises took turns to be an important factor dragging down the overall performance growth. However, in the second half of the year, the price war seems to remain the main theme of online and offline competition for home appliance companies. However, the price war has made the e-commerce industry generally in a state of loss. In 2011, Jingdong Mall, which was exposed by the media with a loss of more than 1 billion yuan, has not seen the dawn of profit in the first half of this year. Liu Qiangdong also admitted that Jingdong Mall still suffered losses in the first half of the year. In addition, another electric commercial black horse Suning Tesco, is also in a state of loss. The first half of the performance report issued by Suning Appliance showed that the net profit attributable to shareholders of listed companies was 1.744 billion yuan, a year-on-year decrease of 29.49; the total revenue was 47.191 billion yuan, a year-on-year increase of 6.69. Industry analysts believe that the impact of e-commerce is the main reason for the decline in Suning's performance. In fact, not only Suning, but also the United States has the same experience. Because of the involvement in e-commerce platforms, the growth of traditional physical stores such as Suning Appliance and Gome began to decline, and profits have fallen sharply for the first time. Even so, the price war is still constantly evolving between e-commerce. The industry analysts believe that the current price wars on all major platforms are to seize the market share of competitors and compete for the right to speak. In addition, inventory pressure is also the reason for the price war. According to Analysys data, in the first quarter of 2012, China's online retail market transaction volume reached 218.8 billion yuan, down 3.4. The slowdown in market growth brought various degrees of pressure to various e-commerce, and the first two of 2012 Months, including home appliances such as black and white appliances, kitchen appliances, mobile phones, digital products, etc., domestic sales fell by 13. The huge inventory and shipping pressure has also become the driving force for manufacturers to support online price wars. Liu Buchen, a senior appliance observer, believes that the current price war is a strategy of losing money for the market. If you don’t fight the price war today, I’m afraid there is no chance to fight tomorrow. A person in charge of Suning Tesco bluntly said that although Suning Tesco is in a state of losing money, the company is not considering short-term benefits. In the long run, such investment is worthwhile. Online and offline, the first conflicts and then the integration of online home appliance sales only pay attention to the performance of the price, the traditional retailers offline is not so easy. When Yang Dongwen, president of Skyworth Group, talked about how the product's online and offline price contradictions are coordinated, the cooperation between Skyworth and JD.com shows that the cooperation was very rough and even stopped supplying to Jingdong because the price of Jingdong was seriously affected. We have offline the price of the physical store, so we had no choice but to choose to stop the supply. However, some home appliance companies said that online sales have little impact on the offline. Shao Changda, the director of Zhigao Air Conditioning Huazhong Region and the general manager of Henan Product Management Center, believes that online prices have a certain impact on offline sales, but it is not obvious. The Henan market is almost unaffected, but if the market still insists on price wars in the future, it may have a greater impact. Liu Shuang, former president assistant of Jingdong Mall and now the founder of NOP, has a wonderful syllogistic analysis of traditional enterprises doing e-commerce. Sex. According to industry analysts, from the current market process, most traditional e-commerce companies are in the first stage or transition to the second stage. Once they enter the second stage, their advantages can be further revealed. If you can enter the flesh and blood in 1~2 years, the e-commerce business is completely open to the traditional business. Excellent traditional enterprises are expected to occupy a certain position in the e-commerce market. For example, the US counterparts occupy half of the e-commerce market in the market.
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