E commerce war, who loses and who wins? What is the reason for the e commerce war

There is no free lunch in the world of home appliance manufacturers, and e-commerce is not a fool with money and nowhere to spend. Although some home appliance manufacturers complain that the war makes them benefit and refuse to cooperate. But in fact, in the context of housing purchase restrictions and economic decline, China's home appliance sales in the first half of the year almost zero growth, the inventory of major appliance manufacturers is piling up, and they are worried that they can't digest the inventory.

In this e-commerce war, all of them are putting on a posture of losing money and making money, and home appliance manufacturers are also putting on a look of being "kidnapped and going into battle", and jointly completed a super-large-scale "collusion action" to digest inventory.

Some people will say, "If JD.com kills Suning and gains a monopoly position, it will squeeze manufacturers even more, and the manufacturing industry, which is already low-profit, will completely become JD.com's foundry." But the problem is, in 2011 alone, the sales volume of China's home appliance sales market was as high as trillions, who can monopolize it? How many years did Suning and Gome fight before?

How many years have manufacturers been crying, but they don't live well? They are all businessmen, so naturally they have their own methods.

But these are temporary victories, because these companies are fighting for the control of the first business in the next three years, in the sales format, who finally controls the first business, control the entire main channel, can crush the opponent to sit firmly. And this war has just begun.

can't say whether he won or lost, he can only say whether he has achieved his or her goals, for example, **35 billion exceeds his expectation of 30 billion, which is a win for him; Similarly, Jingdong has doubled compared with last year, and successfully snatched food from Tmall**'s mouth, and he also succeeded, the same MVP mobile phone digital network, although the turnover is not as good as the former, but let everyone know him, for him, it is also a win.

This e-commerce war was first caused by Jingdong Liu Qiangdong's Weibo, and then it attracted a scuffle. Liu Qiangdong disclosed that the original intention was because of the conspiracy of the artificial local ** relationship, so he rose up to resist, and then caused a scuffle. However, this may also be just an excuse, Jingdong mainly wants to take advantage of the topic to play, take the opportunity to engage in propaganda war, and the purpose behind it is to consolidate market share.

Now is a good time for the development of e-commerce, who can do a good job of publicity will have an advantage, so e-commerce companies are involved in the melee, one is to improve fame, the other is to consolidate market share, and then there is to increase the scale of transactions.

Let's assume Tokyo + Suning + Gome = 100% market share.

The first stage: Tokyo sells for one yuan, 50% of people join in the fun, 10% of people buy the second stage: Gome sells nine cents and five, 30% of people join in the fun, and 5% buy the third stage:

Suning launched a new ** plan: 20% of people join in the fun, 10% of people buyNo matter which home appliance store the crowd flocks to, there is always 1 person in 100 people to buy something. So the premise is to lead the crowd to that location, and that's the key.

For consumers, is there any difference between paying 5 yuan more and paying 50 less?

For merchants, small bait can catch big fish, whether it's a big war or a killing, what kind of ** is not**?

Pure gimmick.

Now the e-commerce war is more like an advertisement than a real **.

One day, customers will understand.

Is this the problem? What kind of e-commerce war, from another perspective, it is just a marketing method for merchants...

There are three reasons why large supermarkets can't die:

The profitability of large supermarkets is diverse, and a large part of the types of hypermarkets rely on real estate projects to make profits. The logic is similar to McDonald's, and the first amount is used as the interest point to rent out the storefront at the door. That is to say, as long as the supermarket is guaranteed to be the best quantity, no matter how the goods are sold, the supermarket will not die.

Large supermarkets basically belong to large retail groups, such as the world's first brother "Wal-Mart", the first brother of the imperial capital "Wumart", etc., these groups for the general distributor of goods to reduce the price of the ability to ensure that the goods at a lower sales price, at the same time, to ensure that they have enough profit margins. At the same time, the procurement and sales of imported goods and the logistics costs of warehouses can be kept in a healthy state.

The higher shelf costs for small and medium-sized brands, as well as the regular activities to drive the volume and sales of goods, is a benign closed loop, which has basically flattened the daily operating costs of supermarkets. The reason for the decline of small and medium-sized supermarkets and the expansion of fresh convenience stores, which involves the cancer of China's retail industry, is that there are too many interest groups in the dealer system. In the past, small and medium-sized supermarkets existed, and the fundamental reason why there were few community convenience stores was that this distribution system was too complicated

Hypermarkets take brand direct sales or general distribution, and the purchase channels of small and medium-sized supermarkets are mostly distributed at the provincial and municipal levels, while convenience stores, due to limited sales, can only take goods from the next level. After layers of profit margins, there is naturally no advantage. However, with the crooked trend of O2O and the development of the logistics and express delivery industry, this cancer will eventually be exploded.

After a year, Goudong started secretly and began to engage in new channels. What is a new pathway? That is, in the future, all retail goods dealers will only have one or two levels, and Jingdong will negotiate the price from the general distributor, and with the help of its own warehousing and logistics system, it will supply all large, medium and small supermarkets in the country.

Of course, hypermarkets don't need second-hand sales, but for convenience stores and small and medium-sized supermarkets, all sources of purchase may be the same. This is definitely good for convenience stores, but small and medium-sized supermarkets, especially individual medium-sized supermarkets, are not so happy to be caught in the middle. Of course, the dog is in action, and the rookie is probably also preparing.

It's hard for other bigwigs on the Internet not to want to share this piece together, which can't be said to be big, it's a huge cake. Even so. The distribution system is still deeply rooted in China, and the Internet industry wants to change for at least 5-10 years, as for complete subversion, in addition to good opportunities and policy support, the time should also give a time span of 20-30 years.

During this period, it is also enough for the cats and dogs in the retail industry to get out of the way. In general, the profit idea of the offline retail industry in the future is very clear, either large and comprehensive, using its own commercial volume to crush various ways, play breadth, and play global strategies to provide a comprehensive and high-quality shopping experience. Either small and beautiful, take advantage of geographical advantages, and do precision marketing.

According to the attributes of community users, home delivery or 24-hour operation. There is no problem with the offline business model, and it will not be completely revolutionized in the future. It's just that they have been comfortable on this land for so long that they have forgotten why they set out in the first place.