Tmall Monitors 24 Hours To Guard Against "Two Pedals"

On October 25th, the dispute between Tmall and Jingdong has become increasingly fierce.

Some businessmen have confirmed to reporters that Tmall has made a clear request: it can not participate in the promotion activities of Jingdong mall before double eleven, otherwise it will be canceled the double eleven entry qualification.

It is reported that Tmall will also conduct 24 hours of monitoring of businesses during this period to prevent the emergence of two head operations.

Although Tmall has repeatedly denied the situation of forcing merchants to stand in a queue, most businessmen have taken a default attitude towards this situation, but they do not want to talk much about it.

Some businessmen also revealed some details about Tmall's "defending war".

One person

The head of the electricity supplier revealed that Tmall had informed all businesses that they could not participate in the promotion of other platforms before double eleven, especially the Jingdong.

The official said that in fact, Tmall started a similar exclusion policy last year, but this year is even more radical.

"This year (Tmall) will monitor the activities of businesses on other platforms for 24 hours."

A large shoe enterprise electricity supplier official said, Tmall did talk with them about the queue problem, but adopted a policy of conciliation, generally used "can not..."

"Better not..."

"What do you need?"

The person in charge of the electricity supplier told reporters that some brands have been told to be strict with the team, but they have not been strongly urged.

"Maybe it's because our sales volume in Jingdong is not obvious."

According to a certain

The chief executive of the brand electric supplier said that Tmall did not make written request for the "queue problem", but it has made an oral statement.

The main content is that merchants can participate in other platform promotions, but the price can not be lower than Tmall's double eleven price.

It is understood that Tmall's radical exclusion strategy is mainly targeted at Jingdong mall.

This is also the tendencies of a series of initiatives conducted by Taobao electric business this year: from the closure of Jingdong 618, the announcement of 1 billion profit making to the Jingdong price war, and the signing of confidentiality agreements with employees to guard against divulge secrets, all showed that Tmall and Taobao are strengthening their preparedness against Jingdong's later successors and will not take the initiative to attack them at any time.

For this issue of queue, a brand dealer said, "it is to engage in Jingdong, even if there are promotions on other platforms, Tmall will not be too obstructed to businesses."

And Tmall recognized the competition with Jingdong, on the one hand, Jingdong will be its biggest competitor in the future B2C field, and snatching suppliers is a part of the protracted war for industry leaders.

Electricity business insiders have said, "throughout world history," big powers sniping and containment "will only happen when the boss tries to suppress the second child.

Second, the most difficult! "

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On the other hand, the Jingdong has become an opponent of Tmall this time, and is also related to many high-profile promotions this year.

It is reported that before Tmall double eleven, Jingdong has launched many large-scale promotions, and the intention to intercept users and traffic is self-evident.

In the early September, there were already businessmen who said that they would withdraw from the activities in the light of "Tmall pressure".

The recent "Desert Storm" operation for a month, such a high-profile provocation, Tmall "gun out of the first bird" is also inevitable.

Industry analysis, Tmall double eleven sales pressure this year than any other year.

On the one hand, the overall consumption environment is weak this year, and no matter how hard it is, the growth rate of sales is hard to break through.

On the other hand, other electronic business platforms are catching up with double eleven, which, to a certain extent, consumes brand owners' energy and stock.

In addition, the outside world is crazy. Tmall has set a sales target of 10 billion this year.

For Tmall's radical strategy, most businesses can only choose to obey.

A home textile industry business person in charge told reporters that in the case of Tmall and Jingdong two election, the majority of the brand business will still choose Tmall, after all, "Tmall platform is still very strong, businesses will not guarantee small loss."

The official said that its brand would not do anything that would damage Tmall's double eleven, so it did not participate in the Jingdong's "Desert Storm" promotion.

From Jingdong's ongoing "Desert Storm" promotion, we can see some brands' trend of team formation.

In Jingdong, "2012 Desert Storm men's wear field" can be seen, the main brands recommended by the page are Ingrid, MAX TONEY, MSEK, JEAN-JACK, IZOD, European list and so on, rarely seen the figure of the main brand.

In the search for the "Desert Storm" on the front page of Jingdong, the following brands are also very thin.

In addition, even some brands participating in the "Desert Storm" will take corresponding measures to avoid direct collision with double eleven.

The director of a traditional men's clothing brand electric business said that he participated in the Jingdong's big promotion. But Jingdong's big promotion products will be separated from Tmall's dual eleven war zone, which is the only strategy that brand players can take.

The situation on Tmall's double eleven side is bustling.

Judging from the number, quality and stocking situation of the participating brands, Tmall has the unmatched advantages of Jingdong.

Whether Tmall's original brand, Han Du Yi house, Yin man, seven grid, or traditional brand GXG, Bo Yang home textiles, Metersbonwe, in the number of stockings and personnel preparation, have shown a more active and more high-profile.

These brands have hardly moved in the promotion of Jingdong.

Although some brands have abandoned Jingdong's big promotion activities for Bao Shuang eleven, they are well-known.

The head told the billion power network that he was not very optimistic about Tmall's policies. "It will definitely bear fruit. It is a commercial short-sighted behavior. It makes the brand think that we must diversify the risks and we must get the Jingdong."