April home network purchase price war started

On the 7th, Gome Online suddenly announced the launch of the “History of the most celebrated store in the history,” and stated that the e-commerce price war will not end and it will “grow even more.” According to Gome's plan, the “Most Strongest Store” will cover the May Day holiday, which reached the peak on the day of “4?18”. According to an insider close to GOME Online, the battle was led by Geng Guixian, senior vice president of Gome Group, and covered two major online e-commerce platforms: Gome's online and Kuba, including zero coupons free of charge up to 200 yuan coupons, home appliances up to 800 yuan, 3C digital back up to 300 yuan, department store price 3 fold and other series of promotional activities, including Gome Online's TV, ice wash products, air conditioning, outdoor supplies, department stores and other products. In fact, according to analysis by industry insiders, Gome Online seems to be setting off a new round of price war on its face, but its deeper intention may be to make the "4th and 18th anniversary of the festival" its own festival - just like Taobao's "Double 11" or Jingdong's "6?18" is the same. Gome Online is almost in the front and back, and Li Bin, executive vice president of Suning's E-Store, also announced in a high-profile that it will launch the “Adolescent Trilogy” peak period of activities, and its full range of goods will be invested in a source of 5 billion yuan, including super-zero-dollar purchases and other large-scale non-profit activities. It will also debut again. Moreover, with the integration of the Red Children's Maternal and Baby Networks and Bingou.com, the front line has also extended from the previous main 3C appliances and book department stores to the mother and baby areas.

Compared with the high profile of the United States and the Soviet Union, Jingdong Mall, which leads the domestic e-commerce business, appears to be somewhat low-key. Jing Dong, chief marketing officer of Jingdong, in an interview with reporters, said that although JD’s home appliance sales strategy this year still emphasizes price competitiveness, he said “price competitiveness is not necessarily the lowest price”. The reporter noticed that Lan Hao always avoided the word “price war” in his interview and stated that JD did not deliberately compare prices with GOME and Suning, but calculated the sales price based on his own cost and appropriate profits. He stressed that what Jingdong wants to do is how to reduce operating costs as much as possible to achieve price reduction rather than deliberate price comparison.

“Jingdong does not pay attention to the price of the opponent, but let it go.” At the same time, Lan Hao does not believe that Jingdong’s sales are excessively dependent on advertising marketing. He emphasizes that Jingdong has strictly controlled advertising in accordance with sales. “This ratio will never exceed 2 %".