According to the “Yangtze Evening News” report, on March 8th at the Jiangsu Provincial Price Work Conference, it was learned that in 2017, the Price Bureau of Jiangsu Provincial Price Bureau investigated the first case of anti-price monopoly in the national mobile phone industry, according to the law. The price of the vertical control product was punished by 6.983 million yuan.
According to the media disclosure case, relevant personnel of the Provincial Price Bureau told reporters that they had received complaints from distributors of vivo mobile phones in the province, saying that the Jiangsu distributors of vivo phones had implemented restrictions on retail prices for subordinate agents and prohibited agents Launch promotions or give back to old customers and other activities. Once you do not implement the total dealer pricing, you will encounter out of stock. After in-depth investigation, Jiangsu Province Price Bureau anti-price monopoly branch to verify, Vivo mobile total distributors in Jiangsu does exist Controlling the price behavior of products. According to the relevant regulations, it imposed a fine of 6.983 million yuan on a 1% total sales amount in 2016.
In general, it is the chief distributor of vivo mobile phones in Jiangsu that lower-level agents must sell at their own unified pricing, otherwise they will stop supplying.
When I saw this news, the first reaction was 'surprise'. This surprise was not due to the requirement of unified pricing for vivo distributors in Jiangsu, but also for the determination of this kind of behavior was determined as a monopoly penalty. Here's to say Say different views of the author:
First, mobile phones are highly open industries, pricing mechanism has long been determined by the market
The data shows that at present, China's mobile phone production and sales volume has ranked first in the world. In the eyes of the industry, this is caused by a highly open and market-oriented environment. The fierce competition has also tempered the comprehensive competitiveness of Chinese mobile phone manufacturers.
In the past few years, Chinese mobile phone manufacturers experienced many rounds of fierce price wars. In this process, the pricing of mobile phones gradually formed a balance mechanism driven by the market.
A balance between manufacturers and manufacturers. In the same positioning, the same configuration, the same price range, vendor pricing each other.
Another counterbalance comes from vendors and consumers. Manufacturer pricing often takes into account consumer acceptance, and consumers will respond silently to vendor pricing through free choice.
Second, the unified pricing mechanism protects handset manufacturers, distributors and consumers.
At present, unified pricing is a universal strategy for the entire mobile phone industry. The reason why such a strategy is based on the protection of mobile phone manufacturers, distributors, industrial chains, and consumers.
Mobile phone manufacturers: The price is the embodiment of the brand. After the dealers chaos, it will directly impact the brand image of mobile phone manufacturers. At present, mobile phone manufacturers pay more and more attention to maintaining the stability of the price.
Dealers: Due to fierce competition in the mobile phone industry, competition is often achieved through direct price cuts or price cuts indiscriminately. Even many manufacturers have adopted a dumping method that is lower than the purchase price. This vicious competition eventually leads to everyone not making money, and dealers are closing down. , Cell phone manufacturers collapsed.
Consumers: Some people think that price reduction is a good thing for consumers. As everyone knows, behind the dealer price cut competition, often hide a lot of trickery. To reduce costs will appear to reduce services (such as: eliminating the need for manufacturers to film), unauthorized bypass of mobile phone manufacturers Install software (such as: smoking software, illegal software profit), refurbished machines, etc., seriously infringe consumer behavior.
Third, the practice of uniform pricing in almost all industries
In fact, the requirement for uniform pricing by dealers is not a special phenomenon in the mobile phone industry, but rather is a common commercial practice in the market, such as automobiles, computers, tobacco and alcohol, cosmetics and other industries. The more high-end, brand-named commodity price controls. The stricter.
Taken together, the current Chinese mobile phone market is highly market-oriented and has formed its own good ecological system. This system is also the basis for ensuring that China's mobile phone will go global.