Viewing The Status Quo Of E-Commerce Game From UNIQLO'S Exit From Jingdong Platform

UNIQLO flash back Jingdong, e-commerce Bureau

This time, UNIQLO can say that the situation is constantly, quite news.

Recently, the news of UNIQLO's withdrawal from the Jingdong platform has recently been released, which is quite surprising for the brand that has only been stationed for only a few months.

But through the phenomenon, we can see the essence.

The game makes everyone sigh.

The matter of UNIQLO is probably related to the Tmall defensive campaign launched by Tmall this year, except for other people's unknowable breach of contract. Tmall used strong resources to exchange exclusive contracts for some outdoor brands.

This is not a big deal, but Tmall and Jingdong are going to be a hot topic. Many small and medium business entrepreneurs are also worried, anxious and unable to sleep at night. At this moment, if I do not do Lei Feng, I am sorry for the party's training.

UNIQLO's case also verifies an electric business friend's words, Tmall is strengthening the big brand resources, the small and medium-sized brand will be squeezed, the new Tmall entry becomes very difficult.

Tmall's turn may be a balance between Tmall and Taobao, or it may be aimed at defending the Tmall clothing category and resisting Jingdong.

The attack of category, and the whole business ecosystem will change with the trend of giants.

Single channel kidnapping risk, miss Jingdong Penguin dividends

UNIQLO entered Jingdong in April, Jingdong also gave enough to UNIQLO face, Liu Qiangdong attended the conference in person, but did not expect three months later, "business adjustment" quit Jingdong, behind this deep water, but UNIQLO did not withdraw from Tmall, this is Tmall's exclusive exclusive strategy, perhaps UNIQLO was forced to helplessness.

Although the pattern of electricity supplier has changed, the pattern of Tmall and Jingdong has been basically formed. Under the support of Tencent traffic, the number of active users in the year of Jingdong has already broken 100 million. Tmall has been unable to stop Jingdong. Exclusive strategy is a firewall for Tmall, but it is a gamble for sellers and brands.

Jingdong has maintained rapid growth after listing. Apart from its own capability, WeChat mobile QQ, PC terminal QQ and other Tencent traffic entries have contributed significantly. Penguin dividends are already obvious in Jingdong platform.

Even if UNIQLO stays in Tmall to get compensation resources, it will miss Jingdong's Penguin bonus, WeChat has 549 million users, and mobile QQ has 620 million users. The balance of mobile e-commerce will change because of penguin's strength.

Tmall's defensive dividend under zero sum game

Although the business circle is almost full of competition between Ali and Jingdong every day, from the perspective of the electricity supplier structure, Tmall and Jingdong are not a zero sum game. Even the offline Gome and Suning are still growing up in the war. The Chinese market is large enough to accommodate two big giants, enough consumers, and Tmall or Jingdong are not killing each other to realize their own prosperity.

The media or the media are very noisy. This is a normal phenomenon, because they are responsible for the quarrel. The circle of friends in the business circle can be calm. The two giants are the Nash equilibrium between the big internet giants.

Tmall cares about "exclusive + exclusivity", which shows that when we are dealing with the volume of trade, we should also do a good defensive stage. Who is the platoon? From the perspective of the electricity supplier structure, the main thing is to queue up Jingdong.

Even so, Tmall's core strategy should also be to achieve self breakthroughs and produce beautiful financial results. On the one hand, a few brands' exclusive exclusive exclusion strategy cooperation will not have much impact on the pattern of the electricity supplier industry, on the other hand, it has maturity.

The big brands of the sales system can not give Tmall exclusive authorization.

You may remember last year's story of double eleven. At that time, Tmall launched a trademark war, not allowing other electronic business platforms to use the word "double eleven". It is only that Jingdong do not want to be aggressive in double eleven and defend with trademark wars.

However, during the 618 Carnival of Jingdong's flagship this year, Tmall also carried out 618 years of big promotion in the same period, saying that tomorrow's cat wanted to borrow Jingdong 618's potential, but it did not use 618 words.

The war is endless, the attack and defense is unceasing, each builds the moat, this is Tmall and the Jingdong two giants present pattern and the competition present situation.

"Exclusive + exclusive" is only a stage exchange of interests, not a selling contract.

In fact, not long ago, Decathlon, Timberland, Lafuma's three outdoor brands signed an exclusive strategic cooperation agreement with Tmall. At first glance, it was scary, but in fact, it was no big deal. Why? At present, the three business channels are still in an early stage of construction or early stage, and offline channels account for the vast majority of sales.

At this point, they choose to sign exclusive with Tmall, and also hope to take advantage of Tmall to complete their own network channel enclosure.

To say that domestic outdoor brands are the best domestic brands to do in terms of e-commerce channels, camels have risen in recent years, and wolf claw is a very good foreign brand.

These three outdoor brands have their own flagship stores in Tmall and Jingdong, and they have relatively mature electricity supplier operation teams, believing that they will not commit their fate to a single channel.

And most of the big brands that connect to the electricity supplier will start shop at the same time as Tmall and Jingdong. The channel balance is the most favorite situation for the brand business. No brand name wants to be kidnapped by a single channel.

The three outdoor brands, which are the core of the traditional channels, can occupy at least the recommended location and resource advantages on the Tmall platform through exclusive cooperation with Tmall, so that they can form a local differentiation advantage with other outdoor brands on Tmall platform, so that the latter can be achieved to a certain extent.

In return, Tmall will also get more advertising and sales share and maximize its own interests.

The exchange of interests between stages is beneficial to both sides, but the stage of the electricity supplier industry is not very long. When the stage goal changes, the stage of interest exchange must change.

When the electricity supplier channel is at a firm foothold, it may be no longer exclusive. Whether it is a powerful upgrading of its own electricity supplier team or a third party quality generation operation company, it is not necessary for the branding people to make themselves secure in Tmall. Sooner or later, they will still open shop in other channels.

Channel marketing cooperation is for market occupation and stage sales. Exclusive agreement is not a selling contract, and the exclusive agreement will disappear. The market will eventually return to Nash equilibrium.

Tmall is in a schizophrenic period. Small and medium-sized sellers are afraid to turn to Jingdong.

Tmall has adopted the exclusive strategy of exclusive and exclusive, which is nothing more than blocking the invasion of Jingdong. However, this strategy of Tmall's defensive strategy will make Tmall's traffic resources too inclined to sign big brands, causing the platform Matthew effect to be highlighted.

In those days, Tmall sacrificed Taobao small sellers to push Taobao mall, which is a sea of blood. The result of this exclusive strategy may be the blood of Tmall sellers.

From the perspective of simple short-term competition, it seems that Tmall has gained the upper hand. But at the level of ecological game, Jingdong is the beneficiary.

Of course, even if the Jingdong can become a beneficiary, Tmall is also an egoistic decision based on its own interests, but this is a bloody game. Why? Because Tmall platform will enter the puzzle of Pareto's optimization state. Tmall's strategy to maximize the interests of exclusive partners is impossible to achieve without hurting the interests of other sellers. Tmall can only do Pareto improvement but always hurt the interests of other sellers such as small and medium-sized sellers.

Whether it is the Jingdong platform or the Tmall platform, to maximize the ecological benefits in the platform, we need some centralization strategy implementation to build another Nash equilibrium under the condition that everyone can live well.

The platform side should build an ecological balance that is not serious Matthew effect. If the platform itself destroys Nash equilibrium, it will eventually lead the seller to lose its competitors. For an enterprise, the maximization of their own interests is a reasonable interest demand, but for an ecosystem, the ecological game generated by strong and rough is often uncontrollable.