Jingdong Tmall War Upgrade Jingdong Hit 618 Million Return Tmall

In the eight Department of Tianlong, the "South Murong" watchdog "used one way to return the other" was used by Jingdong mall. The fiercest price war in history Medium. Following Tmall's $40 million cash in front, Tmall mall hit back yesterday: offering 618 million yuan cash coupons to support open platform businesses. In the view of the industry, Jingdong mall is competing with its competitors, focusing not only on the immediate promotion war, but also to accelerate the process of listing and financing.

Jingdong mall promoted again yesterday. Jingdong mall announced that on the 18 th of this month, -24 will provide 618 million yuan cash coupons free of charge to consumers for the platform businesses. Compared with Tmall's "whole point collection" cash coupon, Jingdong mall Cash coupon It can be collected at any time, not limited by time. It is reported that during the active period, Jingdong mall will give 10 yuan, 20 yuan, 30 yuan, 50 yuan, 100 yuan and other cash coupons to users. Users can directly use cash when they buy goods in the corresponding shops after receiving them.

This time, Jingdong mall focuses its marketing on the third party business level.

Unlike Tmall's platform like B2C, most of the goods in Jingdong mall are self operated. Although it opened the third party platform last year, the main category of Jingdong mall still dominated by itself. In the price war, these proprietary commodities can be promoted through "straight down" or "full reduction". In contrast, the pricing power of open platform goods is mostly in the hands of businessmen. Therefore, whether Tmall or Jingdong mall can only go through the "patch" mode. Stimulating consumption 。

In fact, behind the Jingdong mall, it is not just to snatch the land in the price war. In the industry view, Jingdong mall issued 618 million yuan cash coupons, aimed at supporting the third party sellers on the platform, pre pricing war to accelerate its platform development and "whole category" expansion.

Data show that since the open platform, Jingdong mall sales increased by 800% over the same period last year. This month's "Normandy big war" sales campaign also increased its sales volume. "In addition to the original flagship 3C product sales all the way red, strategic business category, new business clothing, books and other categories of sales performance has also risen sharply, and some single products even sell billions of dollars." Jingdong mall official said.

Jingdong mall to support the third party sellers is not only an important step in the expansion of the whole category, but also a foreshadowing for improving the financial data of Jingdong mall and accelerating the listing in the US.

"Compared with proprietary B2C, platform B2C is a better way to make money. As long as the platform is large enough and the visibility is high enough, the platform B2C can make profits through collecting service fees. " A B2C electric business person in charge said. A set of data released by Alibaba is enough to illustrate this problem. Alibaba has revealed that the average profit margin of all departments in the group is more than 40%, and the average profit margins of the two shopping websites Taobao and Tmall are over 50%. At the same time, all large B2C platforms dominated by self-employed are at a loss. In fact, the key factor of successful listing in the US is performance.

A large B2C business person in charge revealed that at present, the number of Jingdong mall open platform accounts for about 2 of the total number, but the open platform is definitely the focus of the development of B2C enterprises such as Jingdong mall in the future, so the proportion will increase. But at the same time, this person also believes that a large number of third party platform businesses may also bring in a series of problems. "Open platform businesses may have some differences from their proprietary parts in terms of customer service quality, logistics speed and so on. Therefore, B2C business operators with self-reliance should also strengthen the management of the platform in addition to the open platform."