129828564453593750_246Four major home appliance price war Secrets: not the losses-for a low price
Move to China offers a price war. On May 25, GOME (00493.HK) publish unaudited results showed up to March 31, 2012, the company's first quarter attributable to the shareholders of the parent company's net income of $ 67 million, compared with $ 552 million in the same period last year fell 87.86%. Suning appliance (002024.SZ)Released on April 27 in the first quarter results showed that vested in the shareholders $ 951 million in net profit, down 15.3% over the same period last year. Company profits fell due to, the Group caused by the decline in income and investment losses. GOME electrical appliances according to the information disclosed for the first time last year, the company's two commercial entities koubba total network and the company's online shopLoss of almost $ 400 million.
In fact, including the company's online shop, suning Tesco shopping center, dangdang, Jingdong Mall, days a cat involved in this field, the company behind the price war, still has more secrets.
Thanks to low prices?
Although the company mired in huge losses, but were still spared no effort in the promotion of business enterprises. General Manager of the company's online shop Han DepengThat, beginning in May, the company's online shop started "refresh network-wide low price" promotions General who enjoy total more than $ 500 million. Executive Vice President, suning Tesco Li bin said, suning Tesco launch price promotions every month, May 16, SUNY-purchase lines of supply and $ 400 million invested 2 billion special none other. In addition, Jingdong Mall, space cat MallAnnounced following promotion plan. In the "low-price-for-weight" behind the promotion of, the situation varies.
Advisory Senior Director Luo Qingqi Paller said, enterprises lose money selling model, seemingly not enough to disturb the market priced right, but will have a leverage effect, makes the relatively high price of products selling, raising price chain. One large domestic appliancesCorporate Vice President told reporters, promotion strategies of enterprises, did not affect the right of enterprises to the market price of the product, however, GOME and suning Tesco, Jingdong Mall, Mall three days a cat class goods procurement channels vary. According to the person's claim, the brand's pricing system is controlled by the vendor selected agent systems. GOME electrical outlets and SueNing Yi purchase purchasing patterns, are entities with GOME and suning stores procurement system is consistent, an agent from the brand goods; Jingdong Mall as little sales, mainly from two agents take goods; cat Mall because it is the platform for service providers, so cat businesses through sales on second agent cargo. Another categoryVice President of home appliances manufacturing enterprises, Vice President in the category home appliances manufacturing enterprises, price war, to a certain extent, systems have a certain impact on prices, however, the sales price is also in the context of the purchase price. Some companies actually selling at a loss, and low price than the price, they may want to earn sales returnAnd service margins. According to the reporter about, in the sale of goods, from different agents, and has a different distribution of the difference, and that's part of the difference is that merchants income sources. At the same time, hand holds on each level of agents of different sales rebates, part of this portion of the rebate is also a business source of income. In addition, sales of household appliances, saleBack maintenance and extended warranty services, there is also a business source of income.
But the previously mentioned Vice President of domestic home appliances manufacturing enterprises, because of the different products, and service revenues with uncertainty, sales Fandian and service revenue, with different levels of price ratios, is a not a lot of profit. However, the home appliance category
Rift Platinum, for example, BeijingEast Mall is not on the price of all products, higher than that of GOME and suning Tesco.
Previously mentioned category household appliance manufacturing, Corporate Vice President, some say weaker small category in the home appliance brand, as well as major brands, for Jingdong Mall, also attaches great importance to, Jingdong Mall can get pretty low price. Thus
Diablo 3 gold, two Vice President of household electrical appliance enterprises believes that taken together, In the price war in the home appliance category, GOME, suning Tesco, although the low price promotion, however, is not necessarily lose money selling.
And because there are different categories of products, brands, models difference, Jingdong Mall lost money is not all products sold.
"Network zhuanxiao" in line with the rise of commercial enterprises, vendors have developed different business sectors. According toDays cat electric city General Manager Tan Biao describes, now appliances manufacturers architecture of electric commercial sector can is divided into two class, class is in sales system inside carrying out a business manager, he of duties is to manufacturers and electric commercial enterprise between of goods and business relationship, and contract confirmed about; another class, as days cat and Haier on expand has Omni-directional of information cooperation, but this cooperation mode belonging to minority. AlthoughHome appliance manufacturers build electricity sector functions
Diablo 3 gold, but on the product side, changes have occurred. Zhigao air-conditioning according to information, in order to distinguish between online, offline markets, Pescod products on online and offline marketing is not the same. In order to tie in with the online market development, enterprise has developed specialized models to meet the needs of online marketing, inside the Pescod, this specialModel is called "Internet zhuanxiao". Former Vice President of the category home appliances manufacturing enterprises, "said we zhuanxiao of such products does not provide the network, however, we provide enterprises with products, is a unifying characteristic, that is value for money high". He said the low price features to meet enterprise needs, enables the product to attract consumer attention, Have a certain amount of sales. For the so-called network of zhuanxiao, with a different model than the model, configuration, and performance less certain on that, former Vice President of the household electrical appliance enterprises, "said model has a different choice, you cannot simply say, which is certainly a good model, what kind of model differences and differences need to be up to the consumer to decide. "The foregoing categories home appliancesVice President, manufacturing enterprises, cable network is still under its main sales markets. "We all categories there are many online consumer has certain characteristics, such as lower demands on price, demand a new and unique style, this requires that we are unable to get all the product sales on the Internet. "Zhigao air-conditioning officials said that online sales are rising, it is enterprisesCauses of importance to commercial channels. Due to cost control, brands and shopping convenience advantage, Chamber of Commerce in the increasingly high percentage of sales in the market.
Two channels in the future will account for a significant proportion. Tan Biao said, at this stage, home appliances are a complement to offline sales. According to its introduction, day cat electric city, of 234 City sales,Better than offline channels the power of first tier sales.
Together with enterprises to expand rapidly, a property shared by operating losses in the industry. Subject to completion of acquisitions and established less than 2 years of Gome Electrical outlets outside the Department, Jingdong Mall has been at a loss. In late March, from "East of Beijing hired Investment Bank" according to a briefing, Beijing EastCity, year gross profit margins of only 2011, when loss of $ 1.13 billion. 3 years since the founding of SUNY purchase, not profit.
Everbright securities published report, SUNY purchase in the first quarter gross margin level is still in-6%, take this as an example, 6%-7% gross margins of profit and loss balance point should be in the $ 30 billion online shopping sales. With thisTypes of loss-making operations, electrical appliances were also facing difficulties in the price war set.
Allwin the latest data also showed that a quarter 2012, domestic TV retail size 8.52 million units, down 18.6%; $ 29.7 billion in retail sales, down 24.5%. Household appliances manufacturers ship pressure, cause an increase in inventory. Industry statisticsIt was revealed, in household air conditioning, for example, at the beginning of this year, stocks up to 20 million units.
By the end of March this year, the refrigerator market inventory, sales ratio of 0.56, decline slightly over two months earlier, but continued to record high level in the same period. Vice President of the category household appliance companies, price war among enterprises, will, to a certain extent affect the pricing of household electrical appliance enterprisesRight, although commercial enterprises is insignificant as a proportion of the household appliance sales, however, he still hoped to be able to stir up consumer enthusiasm.
Others:
没有评论:
发表评论