摘要
国美电器要稳固其家电连锁业的老大地位,苏宁则想从老二变身老大。双方的争斗渗透了整个家电产业的上下游。
Guomei and Suning are the two largest retailing chains of consumer electronics in China. Their tit for tat in scrambling for supremacy is escalating nowadays.
With a revenue of 17 billion Chinese yuan and 139 shops, Guomei ranks No. 1, but Suning wants to surpass Guomei. The latter now has 9 shops more than the former. Price dogfighting is not their key means of competition. They want to cut cost in all aspects.
Since their procurement is extremely large, consumer electronics suppliers dare not to offend them openly. They can get the most favorable prices. What's more, Suning even invests in manufacturing of consumer electronics, such as air conditioners.
In the field of logistic and distribution, the two competitors are doing differently, Guomei outsources these businesses to third parties. For example. Guomei contracts 400 shipping companies to deliver goods, which helps Guomei to reduce cost. But Suning has own truck fleet, which makes its image more distinctive.
Now the two competitors learn from each other. Guomei plans to set up a shipping company and all franchised trucks are decorated with uniform image. And Suning is considering to cut costs by outsourcing. In the future, both companies plan to open more shop around the country, especially big shop with over 5000 square meters operation floor. They also try to improve service quality, Suning puts forward Sunning Project to lower complaints of consumers, Guomei follows suit and introduces similar project to raise service quality.
