Jingdong Mall "Overlord" Clause &Nbsp; Conspiracy Or Degeneration?

Micro-blog issued a supplementary agreement between Jingdong mall and suppliers

stay

In line with Liu Qiangdong's personal micro-blog, which was closed to sina on, the public relations department of the mall did not comment on the terms of the overlord clause.

In their silence, suppliers and some researchers gave different views. They did not recognize the four "overlord clauses" summarized by some of them before.

So we can't help asking.

"Yes.

In February 8th, some netizens broke a claim in micro-blog that they had obtained a cooperation agreement between Jingdong mall and suppliers. The agreement stipulates that the supplier must ensure that the gross profit of Jingdong mall is 20%, and the gross profit is no less than 1 million yuan, and the supplier must pay 200 thousand yuan to Jingdong.

This is more than just, the economic report twenty-first Century said that the agreement being broken up is only part of the "overlord" clause in Jingdong mall. He concluded that the Jingdong mall had made 4 strict agreements with suppliers: 1, the lowest price supply; 2, demanded the supplier to protect the bottom rebate; 3, to collect the entry fee from the supplier, that is, brand service fee; 4, to collect advertising fees.

For a time, there were different opinions.

Some people say that the Jingdong mall has strong channel status and big bully shops. Some people think that this is a market behavior, which is understandable. On the contrary, it reflects the value of this channel; others pointed out that compared with the physical shopping malls, the rebate of 15% to 20% is not very high.

Suppliers deny the existence of "overlord clause".

EVE DE UOMO is one of the men's clothing brands on the open platform of Jingdong mall. According to Wang Yinghong, manager of E-marketing Department of Yiwen enterprise group, Yi Wen has been involved in e-commerce for more than a year, and now has four B2C e-commerce platforms such as Tmall and Jingdong mall.

There are two kinds of cooperation modes between Yi Wen and these B2C platforms: one is the supply mode, the goods are supplied to the website according to the article, the website is organized by itself, and the two is the joint venture, that is, the website provides the platform, and the company sells its own products.

"The two models have different requirements for us, and we will have different appeals according to different platforms.

The cooperation between Yi Wen and Jingdong mall is the joint operation mode, and the Jingdong mall takes a certain percentage of the discount points according to our sales.

Wang Yinghong told reporters.

Jaco's down jacket and Jingdong mall also take the same way of cooperation.

Beijing Jie Ye Clothing Co., Ltd., a person who does not want to be named, revealed that the brand's discount point in Jingdong mall is below 10%, not 20% of the Internet.

It is understood that the online shopping mall, clothing products are often higher than the point of small household electrical appliances.

According to Wang Yinghong, this year the Jingdong mall has adjusted the proportion of points and freight rates in cooperation with Yiwen.

"But the floating is very small, we can accept it."

Some electrical appliances manufacturers deny the so-called "overlord" clause.

A supplier of small household appliances revealed that the supply price of all online stores is uniform. There is no special case and no minimum supply price.

And according to the news of the new Beijing News, TCL, Vatti, SKYWORTH, LG, YADU, panda and other manufacturers have also said that the supply of the Jingdong has not appeared above "terms".

Opponent's plot or electricity supplier's degeneration?

"Under the existing policies of Jingdong mall, suppliers are making money, because its policies are still far superior to those under the line, so there are a large number of offline agents and brands to enter."

For the overlord clause, Li Chengdong, an analyst at the dispatch network, thinks that this is obviously a hostile attack on the Jingdong mall by competitors.

With "conspiracy theory" appearing at the same time, there is also the theory of "degeneration".

When the word "deduction point" and "entry fee" were put on the e-commerce company, some people lamented: "business is increasingly showing the decadent quality of traditional businesses.

At the beginning, there were young people with enthusiasm and ideas in the new industry.

{page_break}

It seems that electronic commerce is a pure and immaculate angel.

However, the Ministry of Commerce Research Institute

"The essence of e-commerce is commerce, and the electronic itself has promoted the modernization level of Commerce, but it can not change the relationship between supply and demand, nor can it change the relationship between suppliers and suppliers. The right to speak of enterprises is determined by their market position and will not be changed because of the application of technology in enterprises.

With the growth of the sales volume of Jingdong mall, the advantages of its right to speak with suppliers have emerged, so there is "capital" for admission fees.

Zhao Ping said.

Liu Hui, chief consultant of Beijing Zhao Yi Business Consulting Co., Ltd., also said that Jingdong mall has adopted a lot of traditional business modes, but this is understandable.

"Compared with offline enterprises, online B2C enterprises are not low cost enterprises, but the performance methods are different. The physical stores are shown in the cost of rents and personnel, and the B2C website shows the cost of logistics, warehouses and distribution. This cost is not low compared to the rent of department stores and supermarkets."

Insiders said that the majority of employees employed by Jingdong mall came from traditional offline enterprises. Although their business was carried out online, there was no difference between the practices and those under the line. Does this mean that the innovation capability of e-commerce enterprises is not enough to get rid of the traditional business profit model?

"It is the market that forces Jingdong mall to return to the traditional profit model of physical stores."

Liu Hui said, "although this is a forced phenomenon, Jingdong is doing it in a new way."

Liu Hui believes that the energy of the online platform does not lie in its low cost, but because it is closer to consumers, and can better analyze the preferences and information of consumers. It completes the demand for consumers in a very short time.

Information flow feedback speed, commodity flow speed will exceed the physical store to meet consumer demand, this is the biggest advantage of B2C website.

Jingdong mall did not give full play to this advantage.

"E-commerce business innovation is not enough, only in the form of formal innovation, IT application level is higher, but did not break through in the business mode and profit mode innovation."

Zhao Ping also believes that how to innovate the profit model of electricity providers is another topic worth exploring.