Jingdong Is Too Tight, Ali Wants To Take The Lead In Russia'S O2O Layout.

On October 30th, the involvement of the international market made this year's double eleven appear unusually "high forcing", while busy preparing for double eleven.

In the overseas market, a larger layout is also quietly proceeding.

A few days ago, Alibaba's cross-border export platform, Aliexpress, has opened a display shop in Russia. The store will also promote promotional activities in line with double eleven preheating.

According to the reporter's understanding, the express shop under the Russian line is located in Ukraine street, Moscow, which carries the functions of product display, physical fitting room, on-site shopping guide, etc., and provides a localized distribution service in cooperation with the Russian express company SPSR Express.

The products on display include clothing, electronics, bags, shoes, children's articles, accessories, sports and outdoor activities.

Consumers can try on clothes and live experience products in the store, or search for more products that can not be displayed on the fast selling website through the mobile devices provided in the store. After placing the order, the package will be delivered to the home by SPSR Express.

However, there is no confirmation on whether the store is operated by fast selling or with local businesses.

It is understood that this is the first offline exhibition shop launched by speed express. The biggest reason for choosing Russia is that Russia is the largest market of fast selling.

According to Shen Difan, general manager of express marketing in September this year, fast selling has become Russia's largest e-commerce platform, and ranks first in the ranking of Russian mobile phone shopping applications.

And the choice of the line shop before the double eleven is also quite meaningful.

On the one hand, Ali this year will "internationalize" as the attraction point of double eleven, and bear the responsibility of opening the door of the international retail market. Of course, it will spare no effort to cooperate. In its second double ten show, we must play some new tricks.

On the other hand, it was reported that the number of online shoppers in Russia was about 40 million in 2015, while the number of fast sellers in Russia has more than 22 million users. Therefore, the non online shopping crowd is the next step to expand the target. The opportunity of double eleven promotion may stir up the retail market in Russia.

In addition, in addition to the display shop under the open line, speed sell in Russia also played another.

Pattern double eleven preheating period (October 31st to November 2nd) combined with the Russian entity mall to do prizes and competitive guessing activities.

Consumers can find merchants in the Atrium shopping mall on Kiev street in Moscow City, where they sell quick selling packages. If they can guess what is in the package, they will win the most expensive prize in the history of fast selling.

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As a matter of fact, the cooperation between speed sell and local businesses in Russia has been traced back in July.

At that time, Alibaba said that the annual turnover of more than 100 million U.S. dollars in Russia's local B2C electricity supplier will be collectively settled in fast selling, in addition to commodity docking, the two sides will be in marketing, promotion, logistics, payment, after sale and other aspects of the comprehensive integration.

Recently, Russian media reported that Russia's e-commerce platform, represented by Wikimart, Technosila and 220 Volt, and Russian brands, represented by Redmond, Baon and Incity, will be officially sold at the speed of double eleven.

This means that Speedway began to accelerate in the localization of Russia, and the O2O play, such as the display shop under the line and the joint promotion with local businesses, is undoubtedly an important step in this process.

Insiders pointed out that due to the lack of localized elements, most cross-border exports of electricity suppliers are often difficult to obtain the trust of foreign consumers. In order to solve this problem, the industry's common practice is to build overseas warehouses, set up maintenance points in the locals, and display shops under the open line.

Among them, the construction of overseas warehouses can greatly improve the speed of logistics and avoid the risk of cross border distribution. Setting up maintenance points in the locals can enhance the image of enterprises and make localization on after-sales service.

"Ali must truly stand in Russia, and localization is the only way to go."

It is reported that, from the beginning of this year, the fast selling convenience will support the overseas warehouses, while vigorously recruiting overseas sellers, it will also open the functional modules of overseas warehouses, open the exclusive screening function and exclusive identification of overseas warehouses, so that buyers can directly screen out local shipments through search.

Since then, speed express has added 9 overseas shipments to the United States, Britain, Spain, France, Germany, Italy, Russia, Australia and Indonesia, and has indicated that it will jointly push overseas warehouses with rookies in key markets in the future.

However, the display shop under the line is fast selling and even Ali has never made a move, what the intention is inevitably triggered the industry's conjecture.

A senior cross-border e-commerce commentators commented: "perhaps, in the first place in Russia.

Less developed than China's market layout, O2O can usher in another world.

Perhaps Ali is forced by rival Jingdong to start new business in Russia this year with the pressure of rapidly spreading business and accelerating localization services.

It is understood that Jingdong launched the Russian website on the occasion of "618" this year. Since then, the momentum of development has been swift and violent. It has worked with the Russian payment company Yandex.Money and QIWI wallet, and has joined hands with Russian Ulmart and Russian express SPSR Express. On the 20 th of this month, it has held a joint eleven joint marketing conference with the Russian post office and the Russian Federation post operator.

Russia Post said it would provide publicity and support for Jingdong's eleven double Russian promotion, including postposter, integrated Russian post app theme advertising and so on.

"We expect strong growth in the fourth quarter," Xu Xinquan, director of international business at Jingdong, said.

Before that, we have achieved good results during the test run. "

He pointed out that in China, Jingdong has 3 million orders per day, while the Russian market is about 10% of China's market. It is expected that Jingdong will have 300 thousand orders per day in Russia in the future.

In view of this, Jingdong is indeed aggressive, and its slogan of re localization service is unavoidable not to feel that its layout in Russia has stimulated Ali.