Jingdong Shut Down Pat Network To Alibaba A Big Problem.

Jingdong announced that in view of the difficulty of monitoring e-commerce in the current business environment of C2C mode, it is impossible to effectively stop counterfeit and shoddy products. In order to treat legitimate businesses and protect consumers' rights and interests fairly, the e-commerce platform service of C2C mode (patting net) will be stopped by December 31, 2015.

After three months of pition, the pat net was completely shut down in April 1, 2016.

Due to the announcement of the time point on the day before the double 11, Jingdong's decision has attracted great attention from the electricity supplier industry.

In my view, this is a clever move. It announced the determination of its quality shopping before double 11. It is also a heavy blow, highlighting the shortcomings of the C2C mode and giving Alibaba a heavy blow. It is also a declaration that shows its clear strategic layout to consumers, businesses and industries.

Jingdong's choice of strategic layout and brand strength of quality shopping platform is not accidental. It is obviously a deliberate decision.

In my view, this is also a comprehensive result of heaven, time, place, people and action.

From time to time, China's economy has entered a pitional period, and consumption upgrading has been accelerating.

According to Nelson's recent announcement of Chinese consumers

According to the survey, consumers in the eastern region are leading the pformation of a consumer driven economy, and they seek higher quality services and enjoyable consumption.

In other words, Chinese consumers, especially those in economically developed areas, are undergoing a profound consumption pformation, from which they have paid more attention to quality, brand and experience.

From the perspective of geography, the business model of Jingdong is the best way to protect the quality shopping experience.

Jingdong is a self operated mode of electricity supplier, which can directly purchase goods from the brand, and then sell to consumers, which can guarantee the quality of goods from the source.

Moreover, Jingdong's self built logistics system covering the whole country can protect the quality of goods and the service experience of the whole process from the links between the brand and the consumers.

This is the C2C mode of electricity providers can not match, but also those who have never set foot in the supply chain link of the electricity supplier can not be achieved.

On the eve of double 11, Jingdong and Tencent held a high-profile press conference to announce the launch of the Beijing Teng plan on the basis of the superior resources of both sides, and put forward a new mode of "goods and merchants", which provides brand retailers with comprehensive marketing solutions such as precise portrait, multi-dimensional scene and quality experience, which means that they can help brands sell goods and help them enhance brand and user experience.

This new business mode of Jingdong + Tencent + branding will further enhance the user's quality shopping experience.

From the point of view of the people and the Jingdong, the values and corporate culture of this company emphasize the user as the core and focus on the user experience, which is the strategy and the strategy of Jingdong.

Strong support on quality shopping platform.

The key to an enterprise's culture and values is to see the founders and bosses.

Recently, the founder of Jingdong, Liu Qiangdong, looks at the future of China's electricity supplier: "the way out for Chinese e-commerce is quality and branding, putting quality in the first place, so that enterprises can have profits, and employees will have better incomes to buy more quality products.

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Therefore, shutting down the pat Network reveals the future strategic layout of Jingdong, that is to say, it becomes a quality shopping platform.

This is in line with the general trend of consumer upgrading. It is in line with consumers' change from pursuing low price to pursuing brand and quality, and is also compatible with Jingdong's proprietary business mode. It is also the secret weapon that Jingdong has killed from a great pressure of Alibaba in recent years.

Jingdong shut down the pat net, which is just right at this time.

Double 11 is the climax of the entire electricity supplier industry throughout the year, and even the attention of the whole society is the highest. At this time, any news of the electricity supplier industry will attract people's attention.

Jingdong shutting down the pat network selection at this time point announcement can maximize the attention of industry and society.

Most important of all

The reason for shutting down the pat Network is that the e-business of C2C mode can not effectively stop counterfeit and inferior commodities, and can not treat the legitimate business businesses fairly, and can not protect the interests of consumers.

This is already pointing to the Alibaba naked, because it is well known that Alibaba's Taobao is the originator of C2C and the largest C2C platform. This is tantamount to announcing to the world that fake and inferior products on Taobao can not be eliminated.

Since its listing, Alibaba has been facing charges of counterfeit goods, which is frequently challenged by investors and media in the United States.

In October, the American clothing and Footwear Association (AAFA) urged the US government to include Taobao in the "malicious market" list again because Taobao online fake products were still in flood.

Against this background, Jingdong shutting down the pat Network is the biggest problem for Alibaba, that is, fake and shoddy products on the C2C mode. It's not that you don't work hard enough. It's not that you do not manage well, but the problem of the mode itself.

This is really tough.

Shutting down the pat net also highlights the future strategic layout of Jingdong, that is, firmly becoming a quality shopping platform.

For the sake of fair competition among businesses and for the interests of consumers, Jingdong can sacrifice tens of billions of potential pactions and considerable advertising revenue every year, which reflects Jingdong's strong determination to stick to its quality.

In fact, in this year's double 11, Jingdong is increasingly showing the quality of the quality shopping platform.

First of all, by changing double 11 into "11 days in November", consumers can wait for 11 days instead of waiting for 11 days. Instead, they can buy 11 days, which is a manifestation of their own quality. Secondly, Jingdong combines 100 quality brands to provide consumers with massive quality products and huge discounts, and also send billions of shopping coupons and benefits to consumers through different forms of advertising interaction, CCTV 11.11 surprises and evenings. This kind of deep binding with brand names improves the quality of products and services.

Jingdong's 11 four TV ads also clearly depict the scenes of quality shopping. The unique form of advertising creativity shows the difference between quality shopping and non quality shopping through the different shopping scenes of two consumers. It reflects "low price, fast purchase", "low price, good buy", "low price, buy a real", "low price, buy a compliment".

The scene of non quality shopping is equally obvious, because it is cheap, but can not enjoy fast delivery, quality of goods, genuine goods.