Manufacturers do not lower prices, Electronic stores posted their own money on promotion - Zhongguancun electronics store has co-released this year's Shucu program, put a lot of "losing money" incentives. This program is not a whim, in the Zhongguancun experienced a financial crisis, online store looting businesses and Costly become imperative to restore the tide.
After the financial crisis first Shucu, Zhongguancun traditional stores where to go?
Subsidizing sales sluggish and hard to break
July 6, Zhongguancun, including Dragon, Dinghao, Technology & Trade, Zhongguancun e world, Silicon Valley electronics stores and other major electronics stores this year Shucu jointly announced the program. In the traditional buy a gift, lucky draw back is such preferential measures, it added a lot of low-priced auction, cheap redemption and other "subsidizing" the event. Industry sources, is not large enterprises to lower the intensity, Shucu straight down activities are stores in North America.
"Money also posted strong Shucu, nothing has been hovering in order to dilute the downturn," says one industry to the "Daily Economic News" said.
The fact is that like? Zhongguancun electronics trade associations (hereinafter referred to Zhongguancun Chamber of Commerce) Secretary-General Qi Bo told the "Daily Economic News" interview, said, "It is indeed very difficult to Zhongguancun, the integrity of this difficulty is already E-Marketing Pattern touch nature. Zhongguancun Chamber of Commerce and co-operation for 6 years, IDC to conduct market surveillance of Zhongguancun, the data show that in previous years, have maintained double-digit growth in Zhongguancun, 2008, suddenly dropped to single digits. "
This reporter has learned of specific data, the Zhongguancun area of electronic product sales in 2008 amounted to 59.5 billion yuan, an increase of only 4.4%, the lowest since 2003, the data points, well below the 6 per cent in ten years the average growth rate. Qi Bo said: "The electronics market already low profit margin, 10 points down, on e-business and e-city market is very big impact."
Zhongguancun merchants who have strong feelings on this. Liu Guoqing, general manager of HRH Xingda told the "Daily Economic News" reporter, a few years ago when business was good, his flow can reach 1 million on the scale of a few computer markets in Zhongguancun rent a desk, and now he can only stay Dragon City, has an electronic counter, staff size from more than 40 compressed to 4 individuals. "I now live by feeding old customers, they have needs, and I'll deliver them."
The channels contain the old model was welcome challenge
As with Guo-Qing Liu, Zhong Guan Cun, many commercial tenants that the current difficulties in Zhongguancun not because of the financial crisis, "even without the financial crisis, Zhongguancun, there will still be the situation today, Zhongguancun down every year, the financial crisis did not appear to decline in Zhongguancun How much slope. "
Zhongguancun source of difficulties encountered, or the rise of other sources. At present, Gome, Suning, Dazhong Electronics, Jingdong Mall and opened the door just in Chaoyang bainaohui, all the finals in electronics sales positions. Increasing growth in the Zhongguancun fell, these competitors are in the sharp rise in market share.
In fiscal 2008, Suning digital and IT products in the sales revenue of 67 billion yuan, up 43% in terms of scale audio-visual appliances products, 130 million, with annual sales of notebooks have maintained 100% growth . Gome and Suning similar situation.
However, most are scared to Zhongguancun, and is represented by Jingdong Mall of electronic commerce. 2005 Jingdong Mall 10 million yuan in sales every year since then largely maintained the growth rate of 300%, turnover of 360 million yuan in 2008, "according to this growth, this year, 40 billion next year, more than 10 billion , there is no problem. "Jingdong Liu Qiang, general manager of the East Mall has more than once to the media said so. Turning to the development of Zhongguancun, Liu Qiang Dong told the media that the city such as Zhongguancun Computer Fair Trade Market-based channels will inevitably decline.
But according to journalist observed, although there are various crises of speech, but still can not be replaced in Zhongguancun. According to statistical data to data released at the end IDC5, Zhongguancun electronics market in the attack of the channel remains up 62.6% market share, is still "the king of channels." IDC's view is that from 2008 to 2013, IT Marketplace IT products will remain the main sales channels; electronic commerce will become the most potential sales channels; 3C store sales diversion on the role of IT is limited.
"Call of cement mouse" breakthrough self Marketplace
According to Beijing's Zhongguancun electronic traders to the statistics there are now large and small 13 Zhongguancun electronics market, the business area has a surplus, especially after the outbreak of the financial crisis, more serious problems. As the operating pressure, further increasing the credibility of business, leading to the present "people who visit Zhongguancun, just look do not buy." Lu Ruiqing admitted because of excessive competition has resulted in Zhongguancun operational difficulties, profit decline, increased risk management issues. He said that since 2008, Zhongguancun has entered a period of adjustment.
Dragon and Dinghao to Zhongguancun electronic stores represented self "adjustment", including a series of internal regulation measures, the focus is to provide a better environment for consumption, to restore the image of honesty. In the breakout, the Dinghao and Dragon are taking a different approach: Dragon vigorously promote e-commerce, Dinghao select shop in the field.
Lu Ruiqing view is that, as a store itself, Hailong Electronics City are "cement" (physical) part, if not the "mouse company" (E) co-operation with the slow. The combination of e-marketing and e-commerce store every major issue facing who "mess up" early, who will take more advantage.
According to report, at present, Dragon and Internet companies in search of the B2C platform to develop on-line has now six months the whole platform has been closed beta, probably will be officially launched during the year.
Top Electronics City in Beijing, the model outside the shop has other reasons. Deputy General Manager Li Zhong Jin told the "Daily Economic News" interview, said the current daily traffic Top Electronics City, an average of 8 million people, the highest passenger volume reached 10 million. "For our part, the situation is not serious, but the Zhongguancun area electronic stores have been saturated trend, going to become the next Zhongguancun electronics store development strategy." It is understood that Dinghao in Shanghai and Chongqing, the store has already completed two laps The arrangement, expected to be opened the end of 2009.
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