Jingdong Wants To Open 1000 Mother Child Experience Stores?

In March this year, the Jingdong opened the first mother child experience shop in Yau Tang square, Beijing.

A few days ago, a source said, in order to further cut the big cake of mother and baby, Jingdong mall put forward a specific plan for mother infant experience shop project.

The goal is to open 1000 experience stores and join more partners.

According to the source, Jingdong will finish the plan of starting 1000 mother child experience stores by the end of the year.

At the previous meeting, we presented several PPT on mother infant O2O project.

According to PPT information, Jingdong mother and baby experience shop, also known as Jingdong partner shop, has also launched a shop decoration example.

Jingdong pointed out that the 1000 experiential shops are a magnificent vision and goal, and will work hard in this direction in the future, and will have a common layout in the second tier cities and the three or four tier cities.

Jingdong plans to set up one or two representative mother child experience stores in the second tier cities. The Jingdong has a higher image requirement for these stores, and all the goods in the store are supplied by Jingdong.

These second tier cities are open in regular department stores or shopping centers.

Jingdong revealed that the current business super model is most likely to cooperate with Yonghui, in the form of shelves and business super complementary category.

At the same time, Jingdong mother and baby are still negotiating with October Mommy. In the future, it is possible to set up a mother and child special counter in the next line of the shop.

In the three to six tier cities, the Jingdong will set up a relatively small mother and child store, which is similar to the current individual line shop, with an area of less than 500 square meters, serving the community consumers.

It is understood that these experience shops are divided into exclusive maternal and child shops, maternal and child counters, several types of franchisees.

All maternal and infant stores and maternal and child counters are all from Jingdong.

Franchisees need to meet the familiar maternal and child products, the cable store's operation experience, the financial strength is more than 5 million yuan, can independently complete the shop location, decoration, ordering, operation and other links, willing to work with Jingdong to explore the online and offline integrated marketing strategy and other conditions.

Jingdong pointed out that there are no direct stores in the mother and child experience shop of Jingdong, and all the ownership and management rights of mother and child shops belong to their partners.

Conduct effective guidance to store operation and authorize LOGO to partners.

Jingdong partners store multiple functions

It is understood that the future Jingdong mother and child experience shop is not simply selling, but to undertake six major functions:

Experience stores, marketing centers, mobile warehouses, after-sale centers, distribution stations, and self promotion points.

As an O2O experience store, the store will provide offline virtual product display, two-dimensional code scanning and customer service.

Insiders pointed out that Jingdong mother and child can display online cross-border e-commerce virtual products online, and better carry out cross-border e-commerce business.

As a marketing center, Jingdong mother and baby experience store will enhance the growth of orders through word-of-mouth, brand promotion, member development and rural promotion.

Mobile warehouses and after-sale centers are two other important functions of Jingdong's mother and child experience store.

Shops will distribute goods in advance according to seasonal products, in this way, we can shorten the distance between customers and inventory and achieve fast delivery.

In the aftermarket aspect, Jingdong mother and child experience shop will provide lathe, debugging, maintenance, replacement, maintenance, technical support and training services.

In addition, Jingdong maternal and child experience shop will also undertake the last mile distribution business of large commodities (lathes).

At the same time, the shop also provides services such as door-to-door, on-site debugging, installation and so on.

Jingdong makes full use of offline experience stores by setting up multiple functions for experiential stores.

PPT also shows that in order to give full play to the functions of various businesses, Jingdong will link up the three businesses, such as entity chain stores, online shopping centers and mobile terminals APP, and carry out a comprehensive layout.

"Jingdong has put forward several directions, such as single mother to child chain, chain mother to child electronic commerce, KA" and so on.

According to sources, Jingdong hopes to make full use of the power of traditional mother and infant retail channels, unite the mother and baby line and the chain store under the mother and baby line, and become a partner of Jingdong. Meanwhile, Jingdong will help them develop online business.

Store reappearance advantage Jingdong mother and baby to strengthen control power?

Sources pointed out that the growth of the market share and the number of shops under the mother infant line is an important reason for the layout of the experience store of Jingdong.

"Jingdong will definitely seize the trend of the development of mother infant industry and integrate it with offline retail sales," according to previous data showing that after 90's parents are more inclined to buy mother and baby products in physical stores.

The source claimed.

Another maternal and child industry veteran believes that Jingdong layout experience shop is also an important purpose is to make mother and child products more secure, more convenient for consumers to trace back.

"Jingdong mother and baby experience shop's goods are all provided by Jingdong and unified procurement. This information shows that Jingdong strengthens the determination to control mother and baby products."

"Offline shop" this form allows users to feel more secure, and more convenient for users to trace and protect their rights.

Jingdong has always advocated self employment, while mother and baby products are more demanding for safety and security, so Jingdong will strengthen control over mother and infant products.

The Jingdong mother and child experience shop is this way of thinking.

The above senior personage said: "businesses do need to build consumer confidence through various measures to promote the overall development of the mother infant industry."

Such judgement is not groundless.

It is understood that as early as July 2014, there were rumors of mother and baby Jingdong's feeding, washing, milk powder, urine trousers and so on.

At that time, Xu Lei, senior vice president of Jingdong, revealed in micro-blog that not all maternal and child businesses had to stop selling, and Jingdong would differentiate them according to brand names.

It is reported that at the beginning of the first Jingdong mother and baby experience shop, a Jingdong mother and infant responsible person once told the media that the experience store further expanded the "contact point" of consumers to Jingdong mother and baby, which helped to enhance the impression and brand loyalty of the consumers.