The first shot of the Double Eleven was from Jingdong.
Editor’s note: This article is from Economic Observer Online , Author: Qian Yu Juan, Ren Xiaoning, Chen Qiu.
Users outside the five rings have become the most popular objects of e-commerce giants this year.
On October 15th, Jingdong launched the double eleven conference, and there was almost one theme in the audience: sinking. Under the premise that Alibaba has already had its own Taobao live broadcast, this year’s Double Eleven and Tencent’s fast-handers have established cooperation, and the advantage of fast-handed players is also sinking. Suning launched a retail cloud and Suning to buy, legs down.
When the market in the first- and second-tier cities has become a red sea, the third- and fourth-tier cities and even the county towns and towns farther away have become the battlegrounds for the military.
Cui Lili, executive director of the Institute of Electronic Commerce of Shanghai University of Finance and Economics, told the Economic Observer that the overall economic situation this year is not good. “Everyone puts the money in the bag and is not willing to spend it.” In other words, the people who dare to spend money are the residents of the city below the third line. “The platform is aimed at sinking this year. It is of a symbolic significance.”
This is an important battle for the development of the e-commerce industry for nearly 20 years. The CNNIC report shows that the growth rate of domestic netizens is declining and the demographic dividend is coming to an end. For the e-commerce platform, they need to grab new customers while stabilizing the old customers. It has not been fully tapped yet, only sinking the market.
Wars
The first shot of the Double Eleven was actually from Jingdong.
More than half of October, JD.com took the lead in launching the launching ceremony of the Global Good Things Festival. This is the first double eleven that Han Rui ushered in after fully taking over the head of the Jingdong Retail Group Platform Business Center. “Sinking the market can be said to be a very important direction for JD.com to develop in the future. We hope to deepen this market.” After the launching ceremony of the day, Han Rui faced the media including the Economic Observer and reiterated Jingdong this year. The “downstream” ideas and methods.
It is reported that Jingdong’s main battle has upgraded the spike to become a big spike business. In Han Rui’s view, this business will be “a sharp knife for the sinking of the main station in the future.” It focuses on the existing supply chain of Jingdong. To expand the industrial park directly supplied by the factory, in other words, to integrate the supply chain of C2M including the factory direct supply to the consumers.
In fact, this supply chain integration has already started since August of this year. From the “Special Spike” channel upgrade to the “Daily Specials”, to the “Daily Specials”, “Jingdong Smash” and “Brand Flash” three channels to open, has formed the Jingdong’s spike marketing platform.
It is the launch of Jingxi with the sinking of the main station to form a two-wheel drive. Han Rui introduced that this is a social e-commerce platform centered on the shopping business, with BeijingThe supply chain of the East Main Station has a fusion, but it is “an independent team responsible for independent operation.”
Not only that, Han Rui told reporters, “Our policy for merchants is also brand new.” Jingxi’s current deduction point is as low as 0.6%, facing the zero platform usage fee of the merchant, “as long as you pay a certain margin, you can go to the platform. Come up and run.” He also gave a set of figures. Since the launch of Jingxi, a new consumer group focusing on the sinking market, on September 19, the platform has quickly accumulated nearly 100,000 high-quality businesses. Consumers can not only buy this platform. The preferred products of Jingdong’s main battle can also see the purchase of goods of different price and quality.
Han Rui said that while Beijing Joy brings a money-saving and worry-free shopping experience to users, it also enables more low-cost drainage and user conversion.
Focusing on the sinking market, Jingdong’s early “official propaganda” will have to wrestle with Ali and fight more and more in the channel.
As the founder of the Double Eleven Shopping Carnival, Alibaba’s head squad was robbed by Jingdong, but only a week later, the big Tao Department also punched out the combination of Tmall and Juhua. Among them, the comprehensive restart of the cost-effective, it is necessary to cut the sinking market. “Since September, we have entered the whole rhythm of the Double Eleven.” Chen Hao is the general manager of the brand operation of Ali. For him, before the Double Eleven, he has already passed the 99 cost-effective festival. For a better test, the experience formed can also be applied to the upcoming double eleven.
In fact, as early as the 20th annual meeting of Ali, Alibaba Group Chairman and CEO Zhang Yong identified domestic demand, globalization, and big data cloud computing as three new strategies of Ali, among which domestic demand is in the first place. . The sinking market has become the new kinetic energy of this year’s double eleven Ali, and the cost-effective is the most powerful hand. Liu Bo, general manager of Alibaba’s marketing platform, said at the launch ceremony of the Double Eleven that the media will participate fully in this year and cooperate with Tmall.
It is understood that in October this year, the “Everyday Factory” was launched. With the C2M model, Ali platform opened the consumer behavior data to the suppliers, and the suppliers produced the “production data” based on the sales data. . Jiang Fan, CEO of Tmall and Taobao, said that the goal of “Tiantian Factory” is to realize the digital transformation of 10,000 factories within three years.
This year Ali has a small goal, which is to add at least 100 million users from the sinking market. The data shows that Taobao Tmall’s annual active consumer growth in the past two years reached 208 million, of which more than 70% of new users came from the sinking market. In the face of a sinking market with a size of 500 million users, Ali will start a good deal.
“Different”
On the same day as the Tmall Double Eleven, Suning released a signal in Beijing.
The reporter noted that Suning first proposed a new concept of “full-scenes retail”. From the city to the countryside, from the individual to