Jingdong is one step closer to the 400 billion procurement target.

Double 11 has passed, but the shopping carnival is not over.

On November 22nd, Han Rui, head of the Jingdong Retail Group Platform Business Center and head of Jingdong International Business, announced that Jingdong’s import business strategy upgrade: Consolidate the “Haicang Global”, which is the main cross-border import brand, with the general trade import business, and upgrade it to “Jingdong International”. Jingdong has set up a dedicated traffic portal on the App homepage,users can directly access the imported goods page by clicking on “Jingdong International” .

This Jingdong International upgrade coincides with the “Black Friday” Big Purchasing Festival, and young actor Huang Jingyu becomes the spokesperson of Jingdong International Black. It is learned that From November 22 to December 1, Jingdong International launched a new round of major promotion nodes including Black Five, Double 12, Jingdong New Year’s Day “Super billion subsidies”, such as the original price of 3999 yuan Dyson handheld wireless high-power vacuum cleaner (5 tips), the subsidy price is 2999 yuan; the original price of 170 yuan charm bullet bullets, subsidy price 99 yuan.

Jingdong International will focus on upgrading the four dimensions of consumption scenarios, marketing ecology, quality and service, and investment promotion:

  • In the shopping scene, Jingdong International will cover all imported goods on the Jingdong platform, with the distinction that imported goods are distributed in various categories and Haishu global scenes. Now entering the Jingdong International Channel, it is equivalent to entering the hypermarket of imported goods.

  • In terms of marketing, Jingdong International will open more imported good things carnivals, and at the same time, use content broadcasts, short videos, graphics and other means to expand content marketing; in addition, Jingdong International will also use Jingxi, In the form of star stores, etc., more social e-commerce gameplay has been developed.

  • Quality and service,Jingdong International Power Protection Service, the future will be launched late to pay, damage package compensation, for Jingdong PLUS members launched 7 days without Reasons for returning and other “reassuring purchase” services.

  • Investment, Jingdong International will launch a global business conference by entering various regions, build a green channel for overseas brands to enter Jingdong International, and join the embassyBuild a “National Pavilion” flagship store, etc.Expanding investment to introduce products with different characteristics and differentiated countries.

The Ministry of Commerce released the “Statistical Analysis Report on the Supply and Demand of Major Consumer Products” released in July this year, showing that 79.6% of consumers have purchased imported consumer goods; in the next six months, 24.1% of consumers said they will increase their purchases. consumer goods.

Jingdong has previously made arrangements for cross-border e-commerce and general trade import. Among them, general trade imports are involved in all kinds of commodities such as fresh, maternal and child, home appliances, luxury goods; in the cross-border import field, JD.com’s global direct purchase platform, Haishu Global, is the first stop for some imported brands to enter the Chinese market. Today, two businesses are continuing to drive integration and upgrades.

It is worth noting that at this year’s Expo, Jingdong proposed a plan to purchase 400 billion yuan of imported branded goods in the next three years. With JD.com online, JD.com is one step closer to the 400 billion procurement target.

The following is the content of the live interview (edited and edited)

Respondents include: Jingdong International Business Marketing Business Manager Yu Ronghua, Jingdong International Business Management Manager Jiang Jiandong, JD.com International Business KA Operations Fan Qingwei, Ling Pei Shi, Head of Investment Promotion, Jingdong International Business

Q: Jingdong International claims to be “the first consumer platform focused on large import business in the country”. In which aspects is it the first in the industry?

A: In terms of the e-commerce industry, JD is the first platform to integrate cross-border goods into a unified consumption scene. Perhaps everyone has heard of different business models in the market, but basically they are mainly cross-border, or mainly domestic trade. Jingdong International starts from the needs of consumers because consumers have great demand for imported goods, some are cross-border trade, and many are imported goods. Because of the past business model, the consumption scenes are completely separated. Cross-border platforms can only buy cross-border, and only buy big trade in the big trade platform. After the integration of JD.com, consumers can buy cross-border imported goods and big trade imports in one channel.

Q: In which countries will JD’s imported products be concentrated? Will C2M mode be used in these international products?

A: From the perspective of cross-border imports, is the main beauty, health care, and the overall import is a relatively common category. But we see examplesSuch as luxury, fashion, luggage, quality of life, the growth rate is also very fast, so the head is slowly diluted, new brand new brands more into China is a big trend. In terms of country share, the countries in our head are mainly the United States, developed countries such as Germany, Australia, Japan, and South Korea. They also have a certain tendency at the category level. For example, Japan and South Korea are more beautiful, Australian and New Zealand are health care, and the United States may be a variety of fashion or electronic products.

In terms of C2M, JD has a large amount of consumption data and strong self-operating ability, but the two modes of cross-border e-commerce and big trade import are different. We are now strengthening C2M in the whole large import field. supply chain. In the past, there have been some successful cases, and then we will continue to customize new products that are more suitable for Chinese consumer demand.

Q: Consumers care about quality and price. I compared the prices of Jingdong and other platforms in the double 11 and found that the price of Jingdong beauty products is lower than other platforms. How does Jingdong do it? of?

A: There are many comprehensive factors in terms of price. From the perspective of retail, its essence is to improve operational efficiency, thereby reducing the overall operating cost and achieving better platform price competitiveness. This is the whole big business. logic. But behind the scenes, there are many aspects, including our internal operational efficiency, human efficiency, governance level, and operational efficiency. This is the core module that Jingdong has been pursuing for so many years in the past, and it is one of our core competitiveness. Secondly, there is supply chain management and control capability. Because of its self-purchasing ability and upstream integration capability in the supply chain, JD.com will be more competitive in reverse goods.

Q: What’s the change in organizational structure this time? Or continue to the original class?

A: Cross-border and big trade is the integration of business at the front end, so more is the collaboration between departments, this is our core point. It is not that we have to achieve through the department, but our innovation in the cooperation and integration mechanism of large import business.

(This article is from Jingdong)