Chapter 1263 Late Set (4k)

Tmall, which joined the April battlefield midway, was truly caught off guard.

Not all electrical appliance brands are willing to join the price war, but most brands acquiesce and weigh. Although prices will be affected, the surge in sales and platform subsidies are not necessarily a bad thing. It is quite painful and happy.

On the one hand, the traffic of the platform next door has increased significantly, and on the other hand, suppliers have reduced their supplies. Problems have arisen on both sides of supply and demand, which has greatly reduced the momentum of the Tmall Electronics Festival, which is trying to gain a foothold.

As a member of the incident, Suning had both a sense of participation and an experience of insufficient participation.

As recently as April 12th, Suning’s high-level meeting also talked about learning from Alibaba’s Tmall. Suning is also a pursuer in this field, and the electrical appliances section launched on the 10th is well-organized and full of impact.

Then……

In just one week, the situation was completely different.

On the 20th, Zhang Jindong held another meeting, and he couldn't help but feel deep emotions.

"Look at these Internet people, they are just different!"

"With deep skills and many tricks, it seems like it can set off a wave on the Internet in no time!"

"We have to study hard, and I also have to learn from Mr. Fang and Mr. Ma."

"I really want to improve, and Suning must also improve."

Zhang Jindong witnessed the changes, combined with Suning's own situation this time, and deeply felt the gap. Suning, the number one offline home appliance chain, should also be considered a giant, right?

But giants and giants seem to be different.

"Tmall seems to have been confused this time. I heard that many products are out of stock. Its own warehousing is not enough. Many of them rely on direct shipments from manufacturers. As a result, many manufacturers have been dragged to Tmall." Over there." Vice President Kong Guangjun said, "E-Gou plus Yixin have an effect of 1+1 greater than 2."

"You can't blame Tmall too much for this. Alibaba also lacks experience in the field of communication traffic. Even the previous Penguin was beaten. It was a crime without war." Regional manager Tan Shaodan said with a smile, "In the final analysis, Yi I believe this gameplay is unconventional and unconventional, and the effect is excellent.”

Zhang Jindong thought about the changes in the past week and sighed: "No wonder this Yi Xin can be from the generation of 'Yi'."

When he said this, he suddenly thought of an additional thing: "That PPS was renamed to Yike Video, and now it has become 'Easy' again. Doesn't it also symbolize its high positioning in the Yike Department?"

Vice President Kong Guangjun said what he heard: "I heard that Mr. Fang doesn't pay much attention to this area. It's more Qi He who is doing it."

"Qi He is also a talented person, and Liu Qiangdong is also very good in the domestic market." Zhang Jindong shook his head, thinking about the business section of the Yike Department, feeling envious.

After a moment, he asked knowingly: "Did you all read the interview with Mr. Su from E-commerce?"

The atmosphere in the conference room was a little stagnant, of course.

Seeing everyone nodding, Zhang Jindong continued: "Looking at it now, she really let Tesco take advantage of us. This is also one of the major problems that Suning needs to solve. In other words, it is the most important issue before us. The problem to be solved is how to switch to online and how to unify offline and offline prices.”

"If we don't solve this problem, Suning will not be fully competitive now that e-commerce is booming."

Zhang Jindong's voice became serious.

However, how to solve this problem does seem a bit difficult.

Offline costs are naturally there, so we can’t close most of the stores immediately, right?

Kong Guangjun has been communicated with in advance, and he will give suggestions that are in line with the above: "Mr. Zhang, no matter what, there is one thing that needs to be paid attention to. You can't delay. The reaction of these Internet people is too fast. On the contrary, our reaction is Seems very sluggish.”

He said seriously: "We are already quick in making decisions in the home appliance chain business, but compared with them, we are indeed inferior."

Zhang Jindong asked: "Mr. Kong, what do you mean?"

"I would say, at the very least, there will be a batch of the same price this April. Anyway, there are only 10 days left." Kong Guangjun said, "Whether it is to support online business or to promote the pace of transformation, we You have to put up the flag this month.”

Mu Yubing, another regional manager, heard this and said sincerely: "If we do this, we will be really at a loss! Tmall is going to spend 5 billion this month, it, it..."

Tmall President Zhang Yong threatened to invest 5 billion, and was praised by the industry for his courage.

This is a huge investment.

How to measure it easily?

To put it simply, Suning’s net profit last year was 4.819 billion yuan.

Transformation costs money.

"Our funds are running well." Kong Guangjun elaborated on the strategic thinking. "The money Tmall spends includes warehousing. Even if it is a huge sum of money, it is the idea of ​​​​earning it back later. If you don't invest money today, you will think about it tomorrow." There is no place for investment, just like Penguin, if it can spend 5 billion to engage in this e-commerce competition, Ma Huateng will definitely spend a lot of money.”

Not everyone can spend it if they want, because they don’t have the foundation.

Kong Guangjun sighed: "I think we are now standing at this threshold. Do we want to move forward? If we want to move forward, we have to spend money. If we don't move forward, Tmall and Tmall will become bigger and bigger, just like Su Wei said that sooner or later our Suning offline stores will become their product display cabinets.”

Transformation costs money, and failure to transform means slow death.

Mu Yubing, whose subordinates were all stores, still felt inappropriate after hearing this, and got into a heated argument with Kong Guangjun about Suning's situation.

However, except for Mu Yubing, the other people in the conference room had complicated expressions and rarely participated, because everyone knew that Kong Guangjun was Mr. Zhang's direct subordinate.

"Last month, I was interviewed by the media. At that time, I said that the development of e-commerce was too fast. It was not that we wanted to attack Yiguo, but the expansion of Yiguo forced us to survive and do Yike."

Zhang Jindong spoke up. He mentioned the response to Ali's "Just do Yike" in the middle of last month, and then continued: "To be honest, I was still in a relaxed mood when I said this."

"Who are we? We are number one."

"Including when I met Mr. Fang at the end of last month, I also told him that hey, we have come all the way, we are all number one, who is afraid of who?"

Zhang Jindong said what he thought.

He lit a cigarette and took two puffs before saying, "But this time it really scared me. If I come for another interview, I have to use a different word to describe our current situation at Suning."

"Life and death."

"Yixin is there. It is a communication software that has been accepted by most people, but before that, our thoughts on it, including Alibaba or Penguin, I believe our thoughts on it, are nothing more than Yiguo using it to advertise, that's all."

"Now Yiguo and Yixin are doing this, with this method and this kind of thinking. If it happens a few more times, will our Suning still have a chance to catch the last train of e-commerce?"

"Life and death, we have to change!"

Zhang Jindong emphasized this point.

If there is no such a cut from Yixin, he thinks that the reform can be slowly promoted, but this cut also makes the onlookers see the dazzling cold light.

E-commerce is developing too fast, the Internet is developing too fast, and the mobile Internet is developing too fast!

If you want to reform, you should start early.

The dissatisfaction of the old brothers is indeed difficult, but the prospects of the entire company are the most important.

Zhang Jindong's attitude is very firm. Needless to say, he has great prestige within Suning. Moreover, the competition between Yiguo and Tmall is really eye-opening.

"The company plans to issue additional shares in the stock market, and the funds raised will be used to solve the problems between online and offline." Seeing no opposition, Zhang Jindong continued, "I firmly believe that the future is the integration of online and offline. This is a road suitable for Suning's development. We must go through the pain period with confidence!"

Transformation, additional shares, pain!

Zhang Jindong's determination is the core factor driving Suning's decision.

On April 21, Suning could not wait to issue a price adjustment notice internally, and on the 22nd, the notice was announced to the public.

——Offline Suning Appliances and online Suning Cloud Commerce are the same price!

——You can also get offline services when you buy Suning products online!

——Suning will maintain sufficient competitiveness in product prices!

This time, Suning did not use the term "lowest price on the entire network" to the outside world, but was a little euphemistic.

Mainly because Tmall and Yiguo are really killing like crazy.

Yiguo is now targeting Tmall's promotional products, and Tmall is unwilling to show weakness at this point, since it has the budget.

Even many media have discovered the details.

"Some of Yiguo's original products had a 'price protection' logo, but now it has been quietly cancelled."

"I asked Yiguo customer service as a consumer, and Yiguo customer service said that the price war with Tmall is very fierce now, and everyone adjusts prices very quickly. It is impossible to determine whether it is the lowest price in the near future, so it was cancelled."

"Now there is no lowest, only lower."

"According to observation, taking a fixed-frequency 'Yuefeng' KFR-23GW produced by Gree as an example, its price in offline stores is 2,860 yuan, and the price in specialty stores is 2,810 yuan. Yesterday, Tmall showed a low price of 2,649 yuan, and Yiguo showed a low price of 2,619 yuan."

"Some people even said that if Yixin could invite newly registered users to cut the price, this air conditioner could be sold at a price of 2,500 yuan, saving 360 yuan."

"Consumers have indeed received benefits, but can such business conditions last long?"

The report from Southern Weekend attracted a lot of ridicule.

"I wish there would be more price wars like this. I'll place my order while there's a discount. It's getting hot soon!"

"Don't talk so much nonsense. Just tell me whether you want to take advantage of this bargain or not!"

"I'm not inviting friends to cut down the price. I'm inviting friends to pick up bargains!"

Price is always a sensitive factor for products facing the market. No matter what the method is, if you really give up the profit, you can lead the trend.

The examples cited in the media reports are not uncommon. However, due to the supply volume, similar product promotions cannot be fixed, and the frequency of occurrence is also different between the two companies.

Consumers tend to ignore media reports, but Fang Zhuo has noticed it. This can be regarded as a reaction of public opinion.

He talked about it internally that price wars, especially large-scale price wars on platforms, cannot be endless and will definitely encounter interference. The voices of suppliers and media reports may be a signal.

Of course, the more direct one is the call from the top.

With the unification of Suning's offline and online prices, the fierce price war finally ushered in the fate of other platforms.

On April 23, Vipshop announced that it would hold a big promotion on clothing products.

Only one day later, Amazon China's president Wang Hanhua also accepted an interview with the media, saying that Amazon will start a week-long full-category promotion from today.

This is an action he finally applied for from the US headquarters.

Amazon China is usually very hard, and its performance since April has been even worse. No matter what, even if the investment is less, it has to make a splash.

Then, then, at 8 o'clock in the evening on April 24, just 5 hours after Wang Hanhua was interviewed, he received a call from the Development and Reform Commission to conduct a related interview on the price war.

Wang Hanhua was stunned.

"No, no, I haven't started yet, why should I be interviewed? The interview is for Yiguo and Tmall!"

The other end of the phone confirmed after a few seconds: "Hasn't Amazon already launched the promotion page? This needs to be explained."

Wang Hanhua laughed and cried: "I just went online today!"

"Then you just said you haven't started yet, Mr. Wang, no matter how much you Amazon has done, your cognition must be correct." The leader of the Development and Reform Commission said earnestly.

Wang Hanhua: "..."

Wait until he hangs up the phone, inform the vice president of the situation, and ask him to remove the promotion page.

"Ah? Ours... ours is nothing, it has no impact at all!" The vice president complained.

Wang Hanhua sighed: "Whatever you want, I am not a good person inside or outside, I worked so hard to apply for 500 million, which is only one tenth of Tmall. I can't do it anymore. I really can't do this job anymore."

As an example mentioned by Su Wei in the interview, Wang Hanhua even used the report at the beginning of the month when applying, but there was only a budget of 500 million.

As a result, even if it was 500 million, it was still a late collection.

How can this be played... Even Suning is one step ahead of Amazon!

Wang Hanhua also felt similar to Vipshop, which started a day earlier... Just after leaving the stage, the price war seemed to be over.

Did you participate? It seems that you participated, but it seems to have no effect.

Shen Ya of Vipshop was helpless, but he still comforted himself when communicating with his colleagues.

"It's okay, it's okay. Suning has been calling for it since last month, and it's only now unifying its offline and online business. The result is just like this. Thinking about that, I can still accept it."

"Think of it this way. We experienced a price war among giants, but we didn't really burn any money, and it seems that we didn't lose anything. I guess Mr. Zhang from Suning is probably not in a good mood now."

Yiguo grabbed a lot of traffic, Tmall at least officially competed, Amazon and Vipshop seemed to be moving, but Suning, which provoked the price war and just promoted reforms... seemed a little stunned.