Jingdong Spoof Luxury Online Shopping &Nbsp; Low Price Marketing Triggering Protest

Large online shopping platform Jingdong mall CEO

Jingdong mall's luxury goods team has been secretly operating for over a year.

Relying on more than 20 buyers from the distributors, the company and Jingdong are responsible for the

According to Liu Qiangdong's plan, if these luxury brands have the ability to declare goods and send them to China, they will hand over their products in China.

Otherwise, Jingdong mall will choose to buy goods in Europe and America, and then complete the declaration procedures by Jingdong mall.

Considering that the operation logic of luxury products is different from the popular products of Jingdong mall, which emphasizes low price, Liu Qiangdong set up an independent luxury shopping website 360top.

At an internal seminar in Jingdong mall, Liu Qiangdong and

"The operation of luxury goods is not so simple. It's not that we have to remove the soap pictures from the website, then replace them with a picture of luxuries, and then announce that we are starting to sell luxuries," Chen Xiaosheng said he was unwilling to talk about specific competitors, but he said, "luxury is a world view."

However, the industry may misunderstand Liu Qiangdong.

In the field of luxury goods, Liu Qiangdong is going to take a completely different approach. "We do not emphasize low prices. In fact, we emphasize convenience."

One of the convenience is that 360top will introduce new products as soon as possible. "For example, new products that have just been listed for ten days in Italy may soon be seen on 360top".

Another object of convenience is the consumers in remote areas.

Indeed, in a metropolis such as North Shanghai, consumers will not necessarily feel the convenience of online shopping.

On the contrary, in franchised stores, they will experience the extremely courteous service of well-trained salesmen.

In many inland areas where luxury stores have not yet been covered, such as Tangshan in Hebei or Shenmu in Shaanxi, the rapidly accumulating wealth groups also have the need to purchase luxury goods. The survey conducted by Jiaping net, the main luxury online sales, shows that customers from Beijing and Shanghai occupy more than half of the total consumption.

"Because Jingdong mall has a very complete logistics distribution system, in those corner shops, they placed an order on the website, and then quickly received the goods, I believe 360top will meet their needs."

Liu Qiangdong said.

However, most brands do not want to talk about cooperation with China's luxury shopping websites. Another reason is the fact that China is one of the countries with the highest tax burden on luxury goods. In fact, they need to pay high tariffs in the purchase process, while the purchasing mode of shopping websites can skillfully avoid tax. Luxury manufacturers worry that direct licensing will upset the price system.

However, Liu Qiangdong emphasized that in 360top, "how much should we sell for luxury goods? We are completely listening to brand dealers. In order to cultivate consumers, we may send some coupons and points, but their prices will be consistent with the official stores, and will not affect the price of luxury goods."

Although there are still different opinions about the sale of luxury goods by Jingdong mall, Liu Qiangdong is obviously very persistent. "The relatively high gross profit of luxury goods can share the huge logistics investment of Jingdong".

Consumers of Jingdong mall are accustomed to buying genuine products. The price of their 3C and household appliances has reached 2000 yuan to 3000 yuan, so they are the most online shopping groups with luxury consumption ability.