Cats and dogs fight and ushered in a round of war?

Editor’s note: This article is from the WeChat public account “US Stocks Research Institute” (ID: Meigushe).

Not long ago, Apple’s autumn conference released the iPhone 11 and other products. In addition to other channels such as offline, Shangtian Cat, Jingdong, and more to buy iPhone 11 became mainstream. From the sales announced by the three major e-commerce platforms, we can see that the development direction of the three major e-commerce platforms is not the same.

The pre-sale of Jingdong iPhone11 increased by 480% year-on-year. Tmall’s pre-sale one-minute turnover on the night of September 13 broke through 100 million, and the first sale increased by 335% year-on-year. Today, more and more is announced, the sales of iPhone 11 series mobile phones increased by 20 times compared with the same period of September 20, 2018.

From the competition strategies of the three companies, we can also see that the development direction of the three is not the same. Tmall and JD are more focused on retaining users with service quality, and the fight is more radical, using low prices to increase users. This is also related to the current stage of development of the three. In addition, it can be seen that the competition in the 3C market has become increasingly fierce. Recently, Jingdong has strengthened its offline layout, and has strengthened its 3C cooperation. Tmall is ranked first in sales. The competition in the 3C market may become one of the priorities of the three competitions in the future.

In addition, we can also see that the system of Tmall Jingdong is more mature and more mature. Tmall uses free fish to extend to trade-in, and JD.com also cooperates with Love Recycling. In terms of logistics, the fight is also much behind the two. However, the company is gradually improving its business and strengthening the construction of logistics and international business. It is conceivable that the future competition of the three will intensify. The US Stock Research Institute will continue to pay attention to the follow-up development of the event.

Cats and dogs are all selling

Apple mobile phone sales are still strong, and the three major e-commerce discount strategies are different

From this Apple mobile phone sales activity, we saw that Apple’s mobile phone sales are relatively good, which is why the three major e-commerce platforms value Apple’s mobile phone sales. We also saw that the three platforms used various means to increase sales and compete for this market. Jingdong and Tmall focused on after-sales service and tried to cut prices directly. These all show that the competition in the e-commerce market will become more intense.

(1)If mobile phone sales “return to life”, price reduction sales are welcomed by consumers

It can be seen from the data disclosed by the previous major e-commerce platforms that Apple mobile phones are still popular. In recent years, Apple’s mobile phone sales have been declining. According to relevant data, in the fourth quarter of 2018, Apple’s iPhone sales were 64.5 million units, down 11.8% from the previous year, and sales in Greater China fell sharply. But overall, Apple’s mobile phone is still popular among consumers due to its quality and unique iOS ecosystem. Moreover, this time Apple’s mobile phone did not increase the price according to the “convention”, which is nearly 1,000 yuan cheaper than the previous generation, and is more popular with users.

The major e-commerce platforms are therefore more focused on the sales of Apple phones. The huge profit margin accumulated through high prices and sales volume is worth the investment of Tmall, Jingdong and the fight. And for the three parties, this event is not just for profit. As the competition of e-commerce intensifies, the popularity of the platform and the attraction of users have become a new competitive direction. Subsidies have increased their visibility.

(2) The three major platforms are different, and the price and service become the focus of competition

In order to compete for the Apple mobile phone market, the three major e-commerce companies have come up with their own sales methods. According to media reports, the iPad 11 series was launched with a reduction of 500-900 yuan, setting the lowest selling price of the whole network. And on the Jingdong platform to buy the iPhone 11, you can receive a free 50 yuan phone bills experience card, you can also purchase “broken screen 2 years” “battery 2 years” and other security services. Users who purchase iPhone 11 at Tmall will receive 12 interest-free benefits and also support trade-in.

From the three-way approach, we see that price and follow-up services have become the focus of consumer attention. However, as can be seen from the sales data of the previous three platforms, the price factor may have a greater impact. The sales volume of multi-channels has increased by 20 times, which is about 4 times that of Tmall and JD. After all, Apple’s mobile phone price is high, except for some users who are not sensitive to price, most users are more concerned about the price. However, security services are gradually being valued by people. The three major e-commerce companies competed for the market through various means, showing that the e-commerce market is highly competitive.

Cats and dogs are all selling

Tmall Jingdong fights a lot of different strategies, 3C market is fiercely competitive

From the competitive means of e-commerce, we can also see that the problems faced by the three are different and are at different stages of development. In addition,In recent years, with the expansion of the 3C market, the competition among major e-commerce platforms in the 3C field has become more intense, as evidenced by the sales of this Apple mobile phone. Moreover, Tmall Jingdong is still accelerating the development of the 3C market, and the competition for the future will be more intense.

(1) The development direction of the three major e-commerce platforms is different, and the fight is more and more accelerated.

From the means of increasing Apple sales this time, it can be seen that the development direction of the three major e-commerce platforms is different. Among them, Tmall and Jingdong no longer use price as a means to attract users, and they are more inclined to retain users by service, mainly to retain and transform users. And the fight is more concerned about the price, using low prices to attract consumers. From the three-way user data and increments, it can be seen that the means of the three platforms are related to their current stage of development.

Among them, Ali Taobao and Tmall monthly active users reached 755 million, an increase of 34 million from the previous quarter. The average number of monthly users of the company has reached 366 million, a net increase of 76.3 million compared with the first quarter; Jingdong’s annual active users reached 321.3 million, which is 10.8 billion times higher than the Q1’s 310.5 million quarter-on-quarter. Tmall, Jingdong has a large number of users and has a small growth potential in the future, so it pays more attention to the retention of users. However, the fight started more late, in the early stage of development, paying more attention to the growth of users.

This Apple mobile phone sales event can also be seen as a signal to attack more and more first- and second-tier cities. After all, the users of Apple’s mobile phones are mainly concentrated in the first-tier cities and other regions. Many CEOs have written: “In January this year, the GMV of users in the first- and second-tier cities of the platform was 37%. In June, the ratio rose rapidly. Up to 48%. “With Tmall, Jingdong accelerates the development of sinking, and wants to compete with it. It needs to compete with users in first- and second-tier cities. This time, using Apple’s mobile phone sales may increase users, even if it can’t be used for a short time. Realize the user’s stay, but also successfully entered the fifth ring.

(2) The 3C market is gradually expanding, and the competition for cats and dogs is accelerating.

The expansion of the 3C market has made the competition of Tmall Jingdong more intensified. According to the data of the world, 3C products in the global technology consumer goods market grew fastest in 2018, becoming the main contributor to the global technology consumer goods market, accounting for 59.0% of the overall technology consumer market. Although global smartphone sales have declined in recent years, with the development of 5G, future sales are likely to grow at a high speed, and other products in the 3C field will also grow. The market potential is large.

To this end, the three major e-commerce platforms have accelerated their layout. According to media reports, not long ago, Jingdong Group will participate in the subscription with a cash of approximately 214 million Hong Kong dollars, accounting for 8.98% of the total share capital of Dickson. The two parties also signed a strategic cooperation agreement, which will be launched in various fields such as finance, logistics, mobile phones and cloud services. Comprehensive cooperation to achieve online and offline layout.

Tmall has always performed well in the 3C market, and the 618 report shows that the number of purchases in the consumer electronics industry exceeds 150 million, that is, an average of 8One in the individual chose to buy 3C products in Tmall.

There has been extensive cooperation and penetration in the 3C field in recent years. According to media reports, as of the end of July this year, the cumulative sales volume of TV products has exceeded 1.6 million units, an increase of 180% year-on-year. Under the promotion of “6.18” tens of billions of subsidies, Skyworth, Hisense, Konka, TCL, Xiaomi, Changhong and other TV brands are all selling more. From the performance and layout of the three, it can be seen that the competition in the 3C market may surpass the competition in other fields. Tmall wants to maintain its position. Jingdong wants to maintain its competitiveness in the 3C field, and wants to expand Market share, and the two compete for the market.

(3) The three parties gathered in the sinking market, and the 3C market has huge space to sink.

The three major e-commerce platforms are all sinking into the market. Jiang Fan, president of Taobao Tmall, said at the 2019 Alibaba Global Investors Conference that more than 70% of Taobao’s new users in the past two years came from the sinking market, and the coverage of the Taobao in the sinking market has exceeded 40%. The new users of the sinking market have spent more than 2,000 RMB in the first year of landing on the Taobao Tmall platform.

It can be seen that the competitiveness of Taobao Tmall in the sinking market is gradually increasing. Not only Taobao Tmall, JD.com is also accelerating the development of the sinking market. Not long ago, Jingdong’s “Jingxi” was suspected of being comprehensive and comprehensive. More and more is to start from the sinking market.

In the sinking market, the performance of 3C products is even more impressive. During the 618 period, the 3C products on the multi-platform platform in the sinking market increased their orders year-on-year by more than the first- and second-tier cities. Tmall and JD.com also experienced significant growth. This shows that 3C products have a large marketing space in the sinking market, and the market potential is large. Therefore, when the three parties compete for the 3C market, they will probably pay more attention to the 3C product market development in the sinking market.

Cats and dogs are all

The Tmall Jingdong system is gradually maturing, and the business sector is improved.

From the previous analysis, we see that the competition among the three is intensifying, especially in the 3C market. From the sales method of Apple’s mobile phone, it can be seen that the three are at different stages and the direction of development is different. With the development of the three, we found that the system of Tmall and JD.com has been perfected. The two are more defensive strategies, and the various systems are still evolving, so the offensive is stronger.

(1) Tmall Jingdong business is gradually improved, and various marketing methods are better than many fights

From thisIn the battle for the second Apple mobile phone, it can be seen that the Tmall and JD.com systems are gradually maturing. According to media reports, Tmall used idle fish for trade-in. According to Shi Jian, director of leisure fish operations, the iPhone 11 was purchased on Tmall to support the trade-in, and the free fish recycling price was 10% higher than the market average.

In just 3 days, the free fish has saved consumers more than 15.23 million related expenses. Jingdong cooperates with Love Recycling, and the recycling staff will deliver the new mobile phone to the door and recycle the old machine at the same time to realize the synchronization. And the fight is much more inclined to individual combat. Explain that many of the e-commerce systems may lag behind in the construction of the entire e-commerce system.

It can be seen that after years of development, Tmall and JD.com may be better at cooperating resources than they are starting late. This makes their marketing methods more diverse, and there are many designs, but most of them are price reduction promotions. From this we can see the difference between the two. In fact, not only partners, Tmall and JD.com have their own independent logistics systems, and Alibaba Group is gradually “collecting” logistics companies, and this may be used in the future to limit the development of many.

(2)Strengthen more power logistics construction, improve business construction and narrow the gap

Too many are also gradually improving the business and enhancing their competitiveness. In logistics development, the company said that with the support of artificial intelligence and big data technology, the new logistics system will provide services such as route planning, automated warehousing, parcel sorting and specific systems to improve the distribution of fresh products. speed. It is also possible to cooperate with SF. In the international business, we have added more Haitao business.

From the front of Tmall, Jingdong, and a lot of monthly activities, it can be seen that there is a big gap between the two and the two, and it is difficult to catch up in the short term. And as the number of users increases, it is not easy to fight for the rapid development of the past.

Although the fight is gradually increasing the development of first- and second-tier cities, under the threat of Tmall and Jingdong, the repeatability may be high even if users grow. Although users are greatly affected by price factors, the cost is also a big problem for many people. Therefore, while attacking first- and second-tier cities, it may gradually be biased towards making up shortcomings and reducing possible operational risks, such as logistics.

Overall, the three major e-commerce platforms vying for Apple’s mobile phone cakes can be seen as a sign of increased competition in the 3C market. They can also see from their respective marketing methods that their plans for the future are not exactly the same. In particular, there is a lot of competition. Although it is developing rapidly, it may even be able to use this Apple mobile phone marketing to enter the first- and second-tier cities. However, in terms of the strength of Tmall and JD.com, it is difficult to compete with them in first- and second-tier cities, and may be biased in the future. The business is fully developed to complement the short board. The US Stock Research Institute will continue to pay attention to the follow-up development of the event.