Exaggerating "the US
Paradise started in Shanghai and
States United States
M & A for the first time since the promotion, the country is the United States to play in this price war, "friendly" role. Similarly, Shanghai Suning also launched "Autumn battle", a group of
Home Appliances
New flagship store in its "IPO."
This competition among home appliance supermarkets called "US-Soviet war" is both a country the United States to "Three One" ultimate goal of the first battle, but also Suning "self-defense," first served. Than in the past, the combined GOME and Yongle of the new company greater tone and movement, first presented to the appliance suppliers "and not", then came the "four-repair." Reported earlier this month, Gome and Yongle sent to the supplier of nearly 20 different versions of "Melody
Electrical
Four non-spirit ", although the details differ slightly, but the main content is" not involved in the joint press Suning
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Not participate in joint promotions Suning, Suning not participate in outdoor activities, does not participate in any store opening activities Suning Tian Lin. "
Subsequent "four repair" is a "modified" the four principles of vendor relations: first, the National US-Wing-lok, an independent marketing operations, the cost borne by the States United States Paradise itself; second, and manufacturers joint marketing, integration of resources with the manufacturers, to develop marketing programs; third, a clear balance of factory distribution of resources, that is distributed according to the proportion of market share, such as Gome shares in Shanghai Yongle 80%, less than 20% of the total rivals, so the proportion resources cut, manufacturers would give us four of resources corresponding to rival one of resources, to achieve 4:1; Fourth, do not tug manufacturers advertise a promotion.
Gome and Yongle was a promotion so great pains, obviously for Suning. Bigger market share, the amount of natural speech is also important, otherwise, how that "four no's spirit." Fully competitive in the current market, so the "four no spirit" is still very rare. Even in the "duopoly" of the
Telecommunications
Industry, there is no clear-cut for the competition side of the "four no's spirit." Gome and Yongle new company, the supplier can be described as "Enwei simultaneously", put on a no "exploitation" is a home appliance supplier profits shelf. Yongle spokesman Huang Jianping
Table
Said Gome and Yongle to get goods through the normal sales price difference, and to expand the factory to get the Maori point deduction, while Paradise is "as early as two years ago, canceled a slotting allowance system."
Gome and Yongle's something as similar to the pattern of change in home appliance chain industry, appliance manufacturers can have is doubtful. Entry fee is Paradise has been canceled, and Suning's other businesses are not the profits. Appliance manufacturer's question is clear: stop the slotting allowance, will not be disguised as other charges. The profitability of the three major home appliance stores profit from other operations, specific projects
Package
Including marketing costs, site fees,
Proxy
Fees, advertising fees, show fees. Suning only other business profits last year reached 968 million yuan, while its net profit to 351 million yuan. To get through the normal marketing and expanding the deduction to be spread product gross margin, which would replace the current "flight refueling," profit model, Gome and Yongle do it? Gome and Yongle killer promotion is a price war, the country has been in the country made the United States
Cloth
Scale unprecedented billion purchase orders, and to achieve the procurement category, and lowest selling prices and new models starting advantages, the market price of home appliances like to sweep the bottom line. This difference appears to expand the commodity space initiatives, the actual home appliance stores to rely more on other business profits. Prices have been hitting the bottom line, the difference of space left in the number of goods, household appliances industry should know already low margins.
On the appliance manufacturers, Gome and Yongle draw, Suning also busy
PR
It seems every time brilliance. Can be a matter of fact, appliance manufacturers nor comfortable with who can guarantee that the United States and China Paradise will not "Diantaiqike." Reportedly, Yongle area requirements to suppliers even before, the United States to the country's preferential policies, and Wing-lok, not to supply them to spread. Suppliers to this very troubled: "The two sides by the end of July the merger, it should be the difference over the past 10 months supply Paradise."
Some people say, "US-Soviet war" will not winning the year end of the Cold War, no winner will be a "war." After all, "Melody electrical appliances" and Suning between the "US-Soviet war" is just a low level of "civil war", foreign retail industry will be opened ready to make more large-scale "war."
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