Jingdong “nine nine mad snapped” against the standard Taobao “every day sale.”
Jingdong is also telling stories in the sinking market.
On August 21, Jingdong officially announced that the original “Special Spike” business upgrade was renamed “Daily Specials” and further enhanced its strategic position in the Jingdong APP homepage entry.
The upgraded “Daily Specials” will provide consumers with cost-effective products through a similarly cost-effective “limited spike” style of play, especially for low-end market consumers. On this basis, Jingdong will also open a “daily special”, “Jingdong spike” and “brand flash purchase” as a new matrix of spike business.
Among them, “Daily Specials” will be selected by merchants’ sea selection, and all brands can freely report to participate in the event. According to the recommendation of big data algorithm, the merchandise delivery is more precise. The “Daily Specials” will also focus on the “9.9 snapping” game, which involves all kinds of goods such as home appliances, digital, personal care, beauty, fashion, etc. With the explosion of single items as the core; “brand flash purchase” is the promotion channel with the brand sale as the core, relying on the special advantage of the partner Vipshop, the follow-up will also launch the brand new, flash purchase Ole, etc., constitute a large-scale concentration of the brand Sales section.
Jingdong official photo: spike business matrix
Jingdong spike business will also launch a “100 billion plan”, which will focus on cultivating more than 10,000 “super factory stores” with over 100 sales and tens of millions of sales in the next three years. The cooperation of the industrial belt has created a “super industry belt” that broke through the 100 billion mark and said that it will push over 100,000 high-quality products into the sinking market.
This is similar to the “factory store” model of platforms such as Netease’s strict selection, which controls the supply chain to reduce intermediate costs. However, from the perspective of product form and target population, it is more like a good deal in the benchmark Ali.
Alibaba announced at the beginning of this year that it has integrated a number of cost-effective platforms, such as cost-effective, daily sales, and rushing to buy. It also launched Tmall Flash and Taobao, trying to attack the sinking market through different sales models. . Jingdong spike business in the second half of the year is bound to be on the Taobao poly cost-effective series, fight a lot.
In addition, on September 9 this year, Jingdong “Second Killing Day” will be fully upgraded, relying on the new spike platform to open all kinds of resources to brand merchants free of charge.
spike business upgrade is not awkward, Jingdong has tasted the sweetness. The two major problems facing Jingdong – the slowdown in active user growth and the slowdown in revenue growth have all eased in the second quarter of this year.
In the previous second quarter earnings call, Xu Lei, CEO of Jingdong Retail Group, revealed that “Jingdong’s growth rate from low-line market users in third- and sixth-tier cities More than first- and second-tier cities; nearly 70% of our current new users come from low-tier cities; more than half of the total users come from low-tier cities.”
Jingdong’s efforts in sinking the market are not the first time. Previously, Jingdong’s purchases were more benchmarking with the fight. Today’s daily special price matrix directly challenges the upgraded cost-effective. What can be confirmed is that, like the more and more Ali and the Ali system, Jingdong, which has the highest average customer price and the lowest daily order among the three major e-commerce platforms, will also go further and further down the road of sinking.