Or, Jingdong Overlord?

In the gap between Liu Qiangdong and CCTV's "2011 China economic year people" and Jingdong mall winning the title of "the ten major commercial brands in Beijing", the bad news surrounding the sale of 3C products began to emerge.

"Price increase door" and "overlord clause" are constantly seen in newspapers and networks.

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 agree with the four "overlord clauses" summarized by some of the media before.

So we can't help asking.

"It is the market that forces Jingdong mall back to tradition.

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 not less than 1 million yuan; the supplier also has to pay 200 thousand yuan brand service fee to Jingdong.

This is not the case. Ding Lei, a reporter for the twenty-first Century economic report, reported that the agreement that had been broken up was only part of the "king of kings" clause in the Jingdong mall. He concluded that the Jingdong mall had made 4 strict agreements with suppliers: 1, the lowest price supply; 2, to ask the supplier to guarantee the bottom return; 3, to collect the entry fee from the supplier, that is, the brand service fee; 4, to collect advertising expenses.

For a time, there were different opinions.

Some people say that the Jingdong mall has strong channel status, big bully shops, and some people think that this is a market behavior, which is understandable. On the contrary, it reflects the value of this channel.

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.

According to the reporter, online shopping mall, clothing goods are often higher than those 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.

According to the Beijing News, TCL, Vatti, SKYWORTH, LG, YADU, panda and other manufacturers also indicated that they would supply to Jingdong.

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.

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

However, Zhao Ping, deputy director of the Consumer Economics Research Department of the Ministry of Commerce, thinks that the channel fee is the revenue generated by the difference between the bargaining power of the two sides, and the right to speak is decided by the market position, so the channel fee will not happen only in the physical store.

"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, the Jingdong does this by wearing new shoes.

This should not be the trend of B2C website. B2C website should integrate its upstream supply chain to realize its special procurement of commodities, and quickly find market opportunities through procurement. "

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.