Chapter 250 418 Six Nations Killing, loss exceeds 1 billion! This guy is too sinister!
The next morning, the sky was just getting light.
Two people were already squatting at the door of a Suning Appliance store in Jinling, holding a list of goods with a dense list of product models, such as "Sharp LCD-60LX540", "Chigo FR-25GW", "Sanxing UA60EH6000R", etc.
These are all overlapping products between Dongfang and Suning!
"Boss Liu from Yanjing has said that as long as the offline price of the same product in Suning is lower than that of Dongfang, Dongfang will be responsible for issuing 10% off electrical appliance coupons to buyers after on-site registration."
A middle-aged man with slicked hair and a powdered face, carrying a black leather bag, repeatedly reminded him.
"These idiots are so rich that they want to burn it. If I had money, wouldn't it be nice to buy a few houses and collect rent?"
Another young man with a crew cut and a round face curled his lips and said with disdain.
"You idiot, if they don't compete, how can we find such a lucrative job?" The middle-aged man rolled his eyes and said unhappily.
Three hundred yuan a day, including two meals, may not seem like much, but this was 2012, and the monthly minimum wage in Jinling was less than 1,400 yuan. Therefore, the two Dongdong price intelligence agents were actually very satisfied with the compensation.
At nine o'clock in the morning, Suning opened for business.
As today is the 418 Home Appliances Festival promotion, even though it is a weekday, there is still a steady stream of customers.
After all, incomes these days are not high. If you can buy large home appliances at a 10% or 20% discount, you can easily save one or two thousand yuan, which is much better than working.
This is similar to what happened more than a decade later, when many white-collar workers took leave to participate in the Double Eleven promotion in order to save money.
“Do you have a Nikon D800?”
A young man carrying a computer bag asked the salesperson.
"There are only 16 units in stock, priced at 21,999 yuan, the lowest price in the country. If you are slow, they will be gone." The salesperson replied with a smile.
"Give me one," the young man shouted hurriedly.
You know, the Nikon D800 has only been on the market for less than two months, and most channels are selling it at a premium. Suning can make a lot of money by selling it to equipment dealers at this price.
"Brother, this machine can be bought at Dongfang for 2,200 yuan cheaper."
At this time, the middle-aged man with greasy hair and powdered face came over with a playful smile.
"Is it true? I checked it in Yidong last night and the price was 27,999 yuan." The backpacker asked in disbelief with a puzzled look on his face.
"Weidong has coupons. I'll teach you how to get them."
The middle-aged man pulled the guy with the backpack to the side, and the salesperson was so angry that he started swearing at him.
Some buyers who are familiar with Yidong’s subsidy policy have already set their sights on the products they are interested in. They sent Suning’s offline selling price to Yidong’s customer service and asked for a 10% discount coupon.
At this time, another price intelligence officer will be responsible for verifying whether the information is accurate. If there is no problem, a targeted shopping voucher for the corresponding product will be sent to the user's shopping account.
Liu Qiangdong's approach is very rogue. He doesn't want Suning to achieve any results on the 418 Home Appliances Festival at all.
"Manager, let's kick these two bastards out." A Suning employee suggested.
"Don't worry about them. Dong is so arrogant just to provoke everyone. Once he takes action and things get out of hand, his opponent will succeed." Suning's store manager narrowed his eyes, filled with anger.
If the big boss hadn't given the order, there's no way these two bastards would have walked out the door with their hands and feet intact.
He had never felt so aggrieved when he was fighting a bloody battle with Gome.
At 9:30, the stock market opened and Suning’s stock price fell by 1.5%.
Because half an hour ago, a third-party data platform released a comparison of the business data of Dongfang and Suning on April 17.
Dongfang’s sales were 170 million yuan, and Suning’s sales were 150 million yuan.
The big brother of home appliances was crushed by a rising star?
Seeing this, retail investors placed sell orders one after another, fearing that they would be slow to sell and end up being the ones to take the risk.
“Shameless!”
After Zhang Jindong heard the news, he slammed the table. As a veteran, how could he not see that someone was maliciously selling off shares in an attempt to cause a fluctuation in Suning's stock price.
Damn it! This guy is too shady. Not only did he engage in a price war with him, but he also used some tricks behind the scenes.
Zhang Jindong knew clearly that if Suning’s stock price hit the limit down, even if he won in terms of sales performance, the other party would take the opportunity to make a big fuss.
"Tell the investment department to buy in all the sell orders, no matter how many there are."
After pondering for a while, Zhang Jindong gave instructions to his secretary.
"Okay, boss." The secretary nodded slightly, stepped on her slender high heels, and left the office swayingly.
Liu Qiangdong would not miss this opportunity and posted a screenshot of Suning’s stock price drop on Weibo. Although he did not say a word, his intention was self-evident.
Han Pengde, head of Suning's online business, immediately responded that the group's management will increase its shareholding ratio.
As soon as the news came out, Suning’s stock rebounded immediately!
at the same time.
Gome and Yidong began to significantly reduce the prices of overlapping products, and shouted to Liu Qiangdong: "Gome's prices will definitely be 5% cheaper than Yidong."
Dangdang.com relied on the Gome Electrical Appliances City card, stood on the same front with Gome, and directed its spearhead at Yidong.
Liu Qiangdong laughed at Li Guoqing, saying that Dangdang.com did not have its own suppliers and logistics system and was not qualified to participate in the 418 home appliance war. He said that Li Guoqing was just a shoe shiner.
At 9:45, Li Guoqing responded on Weibo: "Old Liu said Dangdang is a shoe shiner. I don't think shoe shiners are inferior. The cooperation between Dangdang and Gome can perfectly bring out the advantages of the two platforms and provide Dangdang users with large home appliances with price advantages. As long as the users are satisfied, that's all. I, Old Li, am willing to shine the shoes of my users."
These words deeply moved Dangdang.com users!
No matter what, Li Guoqing is also a billionaire. He claimed that he would "polish shoes" for users, so he naturally gained some support from users.
Within a few minutes, the keyword "Li Guoqing polishes shoes" rushed to the hot search list.
"Is this possible?" Liu Qiangdong was confused.
He originally didn't take Dangdang.com seriously, but as soon as the big sale started, Li Guoqing made himself a hot topic.
The other side.
In Douge Village, Yanjing, a bald middle-aged man in striped clothes was carrying a kettle and watering the flowers around him.
"Damn it! Zhang Jindong is riding on Gome's head, and even Liu Qiangdong wants to take a bite of me. Isn't he afraid of breaking his teeth?"
The bald man's pupils shrank slightly, and a cold light flashed in his eyes.
It seems that I have been away from the business world for too long, and these young people don’t take Gome seriously.
He has already made it known that even if it means destroying Gome's three months' profit, Dong will pay the price.
The FoxTao members who were far away at Ali headquarters in Hangzhou rubbed their sleepy eyes and got back to work.
"Brother Sen, you've caused us so much trouble." Xu Kun sighed and couldn't help but complain in his heart.
Pinbei's early start caused all the employees of FoxTao to work overtime. He worked until two in the morning last night before leaving get off work.
"Brother Kun, do you regret it?" Du Yaoyao from the editorial team came over and asked in a low voice.
She and Xu Kun, as well as Tang Qin from the design team and Xu Dan from the human resources team, gave up following Chen Yansen and joined Alibaba. Although the salary was good, the working hours became longer than before.
Overtime pay? Not a cent! "Don't think too much. With our education and project experience, it's good enough to join Ali."
Xu Kun forced a smile and comforted her.
He also missed the days when Chen Yansen was his boss. There was a six-hour work system and adequate overtime pay. Who wouldn't like that?
"Cheer up! As the leader of shopping guide e-commerce, FoxTao must seize the opportunity and use content recommendations and brand group formats to strive to achieve new performance heights."
Wu Ming, the head of FoxTao's business, came over with his assistant and announced loudly towards the office area.
The price war among the six major e-commerce platforms continues! Just at 10 o'clock, Dongfang's loss reached 20 million! Suning and Gome were not much better, they were grimacing with heartache. If the war lasted until 12 o'clock in the morning, they would lose 300 million!
It was at this time that Pinbei's 10 billion subsidy channel gave users limited cash red envelopes of 300 off 2,000, 500 off 5,000, and 800 off 10,000, which instantly attracted the attention of the entire network.
Pinbei's home appliances, which are already very cost-effective, are about 10% cheaper than those of Dongfang, Gome and Suning after adding the red envelopes for full-reduction purchases.
Pinbei launched another surprise attack, causing chaos among the three companies.
"Follow up! Increase the intensity of the event, set up a link for receiving large-value coupons on the event homepage, and lower the price for me!"
Liu Qiangdong, sitting in the Yanjing headquarters, said this with great pride.
You can't give in at this time! ...
…
Xucheng, Zhuxianzhuang Science and Technology Park.
In the lobby on the first floor of Building 8, there is an 80-inch display screen, on which Pinbei’s sales data for the day is scrolled in real time.
"Brother Sen, as of 11 o'clock, Pinbei had 63 million visits that day, of which 3.1% were organic traffic, and sales of large home appliances were 140 million..."
Hu Yun sat in front of Chen Yansen, holding a computer and reporting non-stop.
3.1% of natural traffic means that nearly 2 million new customers were acquired without spending any money, and these high-value users are highly interested in digital home appliances.
Chen Yansen finally understood why Liangzaidong was so keen on engaging in price wars with others. Although he would lose money on the books, he would also gain a large amount of free new customer traffic. In the long run, it would definitely be worth the money.
"Haier BCD-216SZ three-door refrigerator, sales volume 17,000 units; Daikin S series wall-mounted air conditioner, sales volume 7,000 units; Sanxing WF0702WKR drum washing machine, sales volume 4,000 units..."
Hu Yun read out the top ten home appliance products in terms of sales volume one by one.
Chen Yansen glanced at the screen. The negative gross profit of 43 million was still within his acceptable range.
But Dong can't bear it anymore!
Liu Qiangdong looked at the increasingly negative gross profit and gradually lost his patience. At noon, he couldn't help but give a look to the vice president of purchasing and sales of Dajia.
The other party understood immediately, turned around and walked to the operations department, asking the category operations department to remove some of the products with excessively high subsidies and put them on out of stock status.
As time went by, Suning and Gome also ran out of stock.
There are fewer and fewer similar products that users can use to compare prices. It is obvious that the losses are too great and everyone can no longer bear it.
At 2:15 p.m., the General Chamber of Commerce stated that this price war was not malicious competition.
The implication is, you guys go ahead and fight!
At around 2:30, Suning’s stock price hit the daily limit, and it was announced that during the 418 Home Appliances Festival, Suning’s business grew by 637% month-on-month!
At three o'clock, there were rumors that Suning could no longer afford to play this game, and several screenshots of Suning's product prices going back up were uploaded.
But ten minutes later, Han Pengde jumped out to refute the rumor: he would fight with Dong to the end.
Liu Qiangdong immediately responded: Come on! Dong has prepared 500 and 1,000 yuan coupons for users, and they are free when you place an order! "It is worthy of being a handsome Dong, killing three birds with one stone, playing Suning and Gome around in circles."
Chen Yansen put down his phone and muttered softly.
Last year, Liu Qiangdong received 1.5 billion US dollars from DST Ventures, Tiger Fund and other institutions. Seeing that the funds were about to run out, Liu Qiangdong took the initiative to provoke this price war.
First, to produce a good report card and prepare for IPO; second, to block Suning and Gome's "online" plan and consolidate Dongfang's online digital home appliance category industry position; third, to attract investors' attention and seek the next round of financing opportunities.
There is no way. Dongfang’s heavy asset operation model is destined to require a large amount of capital investment in the early stages and it is extremely difficult to achieve profitability.
After 3:30 p.m., products at Dongfang, Gome, Suning, Dangdang and Yixun were out of stock on a large scale.
Forty minutes later, a user complained on Weibo: The e-commerce website did not honor the coupons it had promised.
At 4:55, Suning's server crashed and users were unable to open the website's homepage.
After the melee, everyone was angry on the surface, but very satisfied in private.
Today, the number of visitor users of Dangdang and Yixun has doubled.
At 11:30 in the evening, Pinbei’s headquarters building was still brightly lit.
The question facing the six e-commerce platforms now is whether to continue tomorrow? Chen Yansen took a look at the data. Not counting the 17th, today alone, they have lost 230 million.
He estimated that the losses of Dongfang, Suning and Gome were at least over 200 million.
Including Dangdang and Yixun, everyone lost nearly 10 billion in one day!
Suddenly, the phone on the table rang.
Chen Yansen looked at the caller ID and smiled faintly.
(End of this chapter)
Continue read on readnovelmtl.com
