Jingdong'S "Shelf Thinking" Is Also Criticized.

The war between Jingdong and Tmall is continuing. UNIQLO, who just quit Jingdong, is not on the exclusive list of brands, but according to people familiar with the matter, Tmall has been trying to reach agreement with UNIQLO. UNIQLO did not cut off the possibility of returning to Jingdong for itself. Perhaps this also shows that none of Tmall and Jingdong is the inevitable winner.

From the perspective of user numbers, age, education and income, Jingdong is a major channel for UNIQLO to increase sales. Jingdong spokesman Josh Gartner has said that UNIQLO's first month turnover in Jingdong has exceeded expectations, which may be the main reason for Tmall's tough tactics: the original supporting role is not only beginning to rush, but also trying to counter attack.

Many people in the industry heard about Tmall's fast fashion brand before the withdrawal of UNIQLO, and pressed many times. In fact, the online sale of UNIQLO has already been on the same wavelength with Tmall. Click on the official website of UNIQLO will jump to Tmall. For UNIQLO, Tmall not only helped UNIQLO to develop online channels for sale in China, but also provided a large number of market data for UNIQLO online down market channels to help brands choose their physical stores more accurately. Ali is also hosting the online sales, backstage technology and other issues of UNIQLO.

A source who did not want to be named said that Ali should have made a huge cost to subsidize the loss of Jingdong from UNIQLO. On the other hand, Sun Zhengyi, the largest shareholder of Ma Yun and Ali, will spread the news of UNIQLO. Under the grace and mercy, UNIQLO finally withdrew from the Jingdong.

At first glance, Jingdong seems to be out of the bully's weak position, but its own problems are also heavy. Previously, including Jasonwood, Timberland, Decathlon and other brand merchants have returned from Jingdong. Those close to the Jingdong said, "Jingdong is not good at clothing. This is its genetic problem, and its understanding of the platform is problematic. In the eyes of Jingdong, consumers are always right. Once a dispute arises between businesses and customers, businesses must take full responsibility. Businesses must be uncomfortable. Also, Tmall Businesses will not be invited to participate in discounts, but Jingdong is mandatory. This is it. Jingdong thinking It is the same for merchants and suppliers, and cooperation with purchasing thinking.

Jingdong's "shelf thinking" has also been criticized. "Users come to buy Jingdong is cheaper, Jingdong does not have the concept of" shop ". But Tmall's customer is a recognized store. It feels that your store will generate emotional connections. We focus on the concept of "closed box" in retailing. That is to say, the decoration and all the pages in the store are designed to create an atmosphere for you to recognize and rely on the brand, but you will not see them in the Jingdong. The person close to the Jingdong said.

A day after the cat dress summit, Jingdong group released its second quarter earnings report: the total transaction volume reached 114 billion 500 million yuan, a net loss of 510 million yuan, narrowing slightly compared with the loss of 580 million yuan in the same period last year. After the publication of the financial report, Jingdong adjusted the original organization structure of the purchase and sale system, and set up the four major departments of 3C, household appliances, consumer goods and clothing and household. The total transaction volume of Jingdong's electronic and home appliance products is 59 billion yuan, accounting for more than 50% of the total transaction volume, but the growth rate is slower than that of consumer goods and clothing home. The establishment of the Ministry of business will undoubtedly help to enhance the internal voice and status of these two categories.

For the beginning of transformation Apparel platform For Jingdong, though the difficulty is not small, the market share is gradually improving. According to data from Analysys think tank, Jingdong accounted for only 5.5% of the clothing trade in China's B2C market in the first quarter of 2014, but in the first quarter of 2015, this figure turned to 8.5%. Following the promotion of Ali business platform in November 11th every year, Jingdong is also making intensive efforts to create another "Carnival of e-commerce" in June 18th each year. With the further enrichment of Jingdong's commodity category, clothing shoes and hats become the largest order category during the "618" period. In June 18th of this year, Jingdong mall sold more than 8 million garments and over 1 million 200 thousand pairs of shoes.