Jingdong'S Flash Buying Business Will Become A New Force In The Future.

In the Jingdong's "double eleven" war report,

"On the paper, the overall sales volume increased by 10 times compared with the average daily sales in October, and the performance was quite eye-catching.

Since its launch in January 2014, Jingdong has been quietly practicing its internal skills, and Wang Lijie, general manager of Jingdong flash shopping division, told the media that although flash buying is the foundation this year, it has achieved good results, with an average monthly growth of over 50%, and next year will enter a year of rapid development.

It is understood that the current Jingdong flash purchase is mainly concentrated below 50 percent off of the commodity, popular brands, mainly clothing, shoes, underwear, accessories, as well as home beauty.

At present, 50% of the users are female groups. The age ranges from 25 to 35. The main cities are one or two and three cities, including white-collar workers in megacities.

In terms of volume, the monthly growth has doubled since May.

Obviously, when vip.com successfully copied the overseas limited time sale mode in China, the flash buying mode inevitably became the blue ocean that the electric providers tried to intervene, and Jingdong, Dangdang and so on entered the Bureau successively.

With Jingdong increasing efforts to support flash shopping, upgrading consumer experience and sharing platform to promote resources, "flash shopping" is bound to start a new war in e-commerce circles.

Flash shopping is getting better.

After the "double eleven" war, Jingdong flash purchase jumped into the public eye, completed the leap development, and began to occupy a place in the domestic network time sale market.

It is worth noting that in order to further promote the development of flash buying business, since October 31st, all after-sales service of flash buying mode has begun to be taken over by Jingdong, and other businesses will gradually complete the switch.

Since then, consumers will enjoy Jingdong's professional customer service, first-class distribution and convenient return protection, and businesses will also benefit from the quality and benefits of Jingdong aftermarket.

At the same time, careful people are not hard to find that Jingdong has also offered flash buying support on the platform promotion resources, Jingdong PC terminal, WAP page, Jingdong mobile client,

QQ shopping and Jingdong micro stores have fixed access to flash shopping.

According to Jingdong flash purchase public data, there are 2365 cooperation brands, and mobile terminal orders exceed 50%.

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In this regard, Wang Lijie said, Jingdong flash purchase brand positioning as "public well-known", the current international brand accounted for about 30%, the highest only involves 2000 yuan less light luxury goods.

Most brands are on new flagship stores in Jingdong, and some of them will be sold at a time limit.

At the same time, she stressed that the Jingdong flash purchase will continue to exert force in the mobile terminal. At present, the most distinctive feature of Jingdong flash purchase is 5 hours shipment, Jingdong standard service and home return service.

In Wang Lijie's view, the two ports that maintain flash buying, that is, users and brands, have permanent demand for flash buying.

She explains that flash buying users have a discounted purchase demand for brand products, which is beyond doubt, and the demand is high frequency and high viscosity.

From the perspective of brand, a considerable amount of inventory is generated every year, and there is a need for a channel to export, and flash buying is the most suitable.

In addition, Wang Lijie believes that next year will be Jingdong flash buying business rapid development of the year, the pace will be bigger.

"The goods will be put in our warehouse, and we will talk about better with suppliers. Then the feeling of shopping and the supply chain service will still be built. I would like to say that the speed of users receiving goods and the speed of service when they need to be returned can reach the best in the market."

In the ensuing "double two", Jingdong flash will focus on more than 200 brands, including clothing, shoes and Bao Bao.

Wang Lijie said, because clothing is more suitable for flash buying mode, other categories are not very obvious. The characteristics of flash shopping mode is that you have to have a large number of goods to deal with, such as clothing and shoes, the inventory pressure will be very large in the first quarter, so it is very suitable for flash buying. Now there are some cosmetic products in the flash buying mode.

Flash purchase for user needs

In the interview, Wang Lijie repeatedly mentioned vip.com, and admitted that vip.com did a very successful job.

In fact, Jingdong's flash purchase channel has been named "red" for nearly a year since January 8th.

At the beginning of the line, many people in the industry believed that Jingdong should copy vip.com mode on its own platform.

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The public financial statements can see that the profit margin of the tail cargo mode is relatively high, which is also the reason for pulling up its stock price.

Ever since vip.com went public, all customers, Dangdang and even many vertical B2C companies have opened similar channels to clean up inventory.

Most platforms want vip.com to improve their profits.

"From the mode, we do the flash buying mode, like vip.com, there are many foreign models like this."

In Wang Lijie's opinion, flash buying is a sales mode, basically used at home and abroad, and the website of mother and baby is better done abroad.

When it comes to the advantages of Jingdong's flash buying and vip.com's differentiation, she says that there are no differences between the two from the perspective of the mode, but the advantage of Jingdong flash buying lies in leveraging the Jingdong service system, from warehousing, distribution to customer service, and users can enjoy the self service of the same Jingdong mall.

It is understood that before the launch of the flash purchase platform, the Jingdong open platform team has done in-depth research and Reflection on the mode, and the angle of thinking always revolves around the needs of users.

In fact, users are in need of brand products with high quality and low price, which is also the reason why outlets are popular.

In addition, from the point of view of brand dealers, inventory is generated every season. The most economical way is to digest inventory on the same platform.

How to solve the problem of brand tonality and tail cargo tonal conflict? Jingdong has found a very good solution, that is, flash buying becomes a two level domain name, which distinguishes it from the main station. Users enter the entrance from the home page, and see a famous sale platform.

In addition, it is understood that Wang Lijie, who is currently responsible for flash shopping, was originally a senior vice president of beauty and joined Jingdong for about 8 months.

She said that joining Jingdong is due to flash buying business, and "East elder brother is very optimistic about flash buying".