Jingdong: Subverting Middlemen To Achieve Direct Product Sales

< p > Ba people's recent exchanges with Jingdong insiders have obtained the logic of Jingdong's overall development of O2O. In Liu Qiangdong's view, what Jingdong wants to do is to subvert middlemen, and the field of involvement is not just fresh food.

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< p > strong > 1, subverting middleman, and finally realizing < a href= "http://www.91se91.com/news/index_c.asp" > direct selling < /a > /strong > /p >

< p > at present, the Jingdong's O2O mode is mainly for offline convenience stores, and encourages convenience stores to constantly pform and integrate into Jingdong O2O system.

In fact, the aim of Jingdong is to make use of offline convenience stores to achieve the two most difficult points in Logistics: fresh and home delivery.

The way to achieve this is to subvert middlemen.

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< p > internal sources revealed that when Liu Qiangdong deployed a href= "http://www.91se91.com/news/index_c.asp" > O2O < /a > business, he stressed that the core of Jingdong O2O in the future will be "cancel any link from source to end," which means that Jingdong's O2O will be an improvement of supply chain system based on Jingdong Logistics as the core. In order to achieve the omission of intermediate links, the future will start direct marketing of fresh and other O2O products after the mature business mode.

At the same time, in accordance with this mode, we enter into the traditional business super service areas, such as clothing sales.

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< p > < strong > 2, take convenience store as the core to rebuild < a href= > > > supply chain < /a > < /strong > < /p >.

< p > as mentioned above, fresh and home delivery are the most difficult to solve in logistics.

At present, Ali's mode is to use traditional logistics + fresh packaging mode to solve the distribution of fresh electricity suppliers, that is, without changing the supply chain, we should keep fresh products by changing the packaging of fresh products (including refrigerants, etc.).

Hou Yi, head of Jingdong O2O, believes that this model is feasible at present, but the cost is too high.

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< p > what Jingdong hopes to do is to realize the coverage of fresh logistics channels from the source to the housing, so as to fully grasp the control power of this process.

The core is the convenience stores and supermarkets that constantly unite all cities.

In the future, Jingdong will also enter the business super field and make further use of this logistics advantage to pform the traditional retail industry.

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< p > < strong > 3, Jingdong's O2O logic < /strong > /p > in big cities.

< p > but the biggest problem of Jingdong O2O is that it also relies too much on offline convenience stores. Once this area lacks the convenience store brand with absolute coverage, it is difficult to carry out the market.

If this is the case in Beijing, the most popular brands such as good neighbors, fast passengers, and 711 brands in the market are not completely covered.

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< p > Jingdong's current logic is that it is pformed from small convenience stores to large supermarkets, and collaborated with supermarkets such as wumi, lotus and so on, and uses their large warehouses to achieve fresh preservation and terminal distribution. However, unlike the convenience store mode, this mode requires Jingdong to provide final distribution. At present, this is a good solution.

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< p > < strong > 4, the core chip of Jingdong is vertical flow.

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Less than P, why do convenience stores and business super companies choose Jingdong to expand their O2O business? Obviously, Jingdong's advantage lies in its flow advantage in the vertical field of retailing.

Too many offline brands want to build their own website models to dominate O2O business, but they often give up because of the high traffic cost.

In fact, both Jingdong and Alibaba have such advantages.

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< p > in this process, Jingdong has actually played the following roles: first, the supply chain integrator.

Second, software system service providers.

Third, traffic sellers.

These three roles are built on the premise that they have vertical traffic advantages compared with traditional enterprises.

In the Ba people's view, although the current e-commerce sites have such traffic advantages, the key is who can make good use of traffic rather than disorderly traffic under the line.

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< p > finally, the current situation of Jingdong O2O also has an industry forced component.

In fact, Jingdong's O2O project started later than Ali.

After Liu Qiangdong's visit to the US, some of Jingdong's business slowed down, and the recent O2O projects were catching up.

Of course, Jingdong O2O is quite reliable on the whole.

Compared to simply want to move the flow of business to the line, Jingdong's core is "integration" rather than blindly seeking success.

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< p > of course, it will take time to subvert the "middleman" whether it will eventually spread to more fields and succeed.

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