Jingdong Department Store Business Suddenly Rises, Brand Effect Accelerates Strategic Layout.

< p > < strong > < a > href= > http://www.91se91.com/news/index_c.asp > > department store > /a >: far beyond follower, big brand effect helps 618 success > /strong > /p >

< p > from 0:00 in June 18, 2014 to 24:00, < a href= "http://www.91se91.com/news/index_c.asp" > Jingdong < /a > the whole sales platform of washing class exceeds 1 million 200 thousand bottles, cosmetics sales 900 thousand, milk powder sales over 270 thousand, diaper sales exceeded 100 thousand cases, and clocks sold 20 thousand pieces.

Nearly 3 million pieces of household products are sold.

Food and alcoholic drinks were also handed out satisfactorily: a total of 17 bags of potato chips were sold on the same day, and the bags were on the same side as a marathon race. The sales volume of liquor products amounted to 270 tons, and the bottle height was nearly 110 kilometers.

< /p >

Less than P, Jingdong's surge in sales volume of department stores is inseparable from in-depth cooperation with major brands.

At present, Jingdong has established strategic partnership with many famous brands such as P & G, Unilever and Nestle.

This kind of strategic cooperative relationship means that under the online promotion, it will jointly promote the mother and baby brands such as Wyeth, Abbott and so on. It will reflect Jingdong in the TV advertisements and road signs advertisements of the brand. On the Internet, there are also online platforms such as Wuliangye and Vichy, which choose Jingdong platform as their exclusive debut product.

< /p >

< p > it is worth mentioning that during the 618 Month Celebration of Jingdong, celebrity spokesmen such as Gao Yuanyuan, Lu Yi, Liu Yan and so on were Jingdong's "platform". They walked around the street and became a Jingdong courier, sending the products purchased by consumers on the Jingdong platform to consumers.

< /p >

< p > star effect and famous brand effect have brought the catfish effect to the cooperation between Jingdong and the major brands. On the one hand, Jingdong has selected brand users who are very popular among users, and equipped them with a comprehensive and extensive promotion resource. The brand business also promises to give the consumers the best efforts to promote Huilai to the masses of consumers.

On the other hand, the expansion of Jingdong daily merchandise category has also strengthened the self regulatory power of the whole industry suppliers. Combined with Jingdong's big data, brand manufacturers' digital marketing has entered a healthy growth stage, and maturity and standardization have been steadily increasing.

< /p >

< p > < strong > from brand to user: force value chain integration, create "one stop" channel < /strong > /p >

< p > > from < a href= "http://www.91se91.com/news/index_c.asp" > tactical level < /a >, Jingdong mainly through signing direct supply, establishing brand authorized flagship store, building warehousing and logistics center and investment logistics distribution, and other measures to create a value chain integration big brand shopping platform, and strive to reduce the cost of goods, and attract consumers through quality and low price.

< /p >

< p > "self employment is the main source of revenue for Jingdong. It is necessary to establish a" one-stop "channel from brand dealers to consumers, and to build an integrated platform for full value chain.

Future brands do not need distributors, as long as they manage dozens of retailers, and Jingdong is strategically trying to build themselves as representatives of online retailers. Through cooperation and win-win cooperation with brands, the Jingdong will carry out deep cooperation and share resources and market development, "Jingdong Group founder and CEO Liu Qiangdong said in other media interviews.

< /p >

In the US P market, TOP20 retailers accounted for 40% of the market share in 2013. However, in China, TOP20 accounted for only 12%. As the Chinese market went on, the retail business of TOP20 gradually nibbled more market share, while Jingdong hoped to coexist with the brand dealers, giving play to the advantages of Jingdong's online retail and distribution, so as to achieve a win-win situation between brands and Jingdong.

< /p >

< p > another reality that can not be ignored is the coming of the mobile era. With the layout of Jingdong App+ App+ + mobile QQ "three carriages", Jingdong is gradually infiltrating the channel from the mobile terminal to the three or four tier cities, so that more brands will be able to reduce the marketing operation cost and explore the market opportunities through the communication and marketing channels of Jingdong in the mobile terminal.

< /p >

< p > Jingdong's success is not the same as that of other e-commerce providers in squeezing brand profits, but in seeking new value structure in innovation, which is exactly the core value concept of Jingdong's "doing business".

< /p >