Is It True That No. 1 Shop Is 1 Billion Years After Becoming A Jingdong Pawn?

In late June of this year,

and

Achieve cooperation

Jingdong is also in the pocket.

After "submission" to Jingdong, No. 1 store has been in a state of silence, but just a few days ago, a number of executives in shop 1 finally made their debut, releasing the specific strategy for the second half of the year, and announced that they would invest 1 billion yuan to fight Tmall supermarket in the next 3 months.

Wang Chunhuan, senior vice president of marketing operation at No. 1 store, said that so far, Jingdong's biggest support for store No. 1 has come mainly from marketing, including capital and WeChat traffic diversion, and the target for them is only one - to kill Tmall supermarket in East China.

In this regard, insiders commented: "Tmall supermarket opponent is Jingdong supermarket," 1 shop is just cannon fodder. "

As for the question of whether the 1 shop will be marginalized in the overall business of Jingdong, Song Chunlei, senior vice president of No. 1 store, responded: "shop No. 1 will maintain its independent operation."

On the other hand, No. 1 store will operate independently. On the other hand, Jingdong will give the 1 shop the task of sniping Tmall supermarket.

But one thing is obvious, this kind of public clamour and antagonistic speech are not like the past 1 shop's low-key style in our impression, but we are infected with the thick Jingdong fan.

Is it enough to win or to curry favour with others?

The 1 billion yuan mentioned by shop No. 1 is a comprehensive marketing of Tmall supermarkets in the eight categories of supermarkets.

In terms of business, shop No. 1 reveals publicly that it is not a bad idea to strike an opponent's mind. However, no matter from the current situation of the slow development of shop No. 1 or the intense market pattern of online supermarket, the 1 shop wants to use 10 billion to kill its opponent, but it is "very silly and naive".

For shop No. 1, Cui Chun, vice president of suning.com supermarket brand and market management center, commented on the initiative to tear the Tmall Supermarket: "the core of retail is quality and customer experience.

Product is brand and product, quality is quality and service.

Only by focusing on these core factors to enhance internal competitiveness is the real way to enhance the competitiveness of the retail industry.

Whether it's a traditional electricity supplier war or a popular online supermarket war, we should pay more attention to the core value of retailing, quality service, because consumers have already gone through the stage of blindly pursuing low prices without considering the experience, so retailers should be so.

In addition, he thinks it is very important: "the supermarket is a long-distance race, we must make long-term plans and enhance the user experience for a long time."

From the point of view of consumers, many users, like me, who often buy daily necessities in online supermarkets, now encounter words such as "promotion" and "super low price", first of all, whether they will become a digital game again.

For example, the 1 billion subsidy for shop No. 1 is specifically shown in coupons or other forms. How much is it really cheaper? How much is the real cost of thousands of explosive products coming back on other non explosive products?

All these questions need to be answered to the consumers.

1 billion, there are also ways to get flowers.

The author has another concern for shop No. 1, that is, Jingdong has always been a big loss maker, and is unable to give a lot of support to shop No. 1. This time, the 1 billion is likely to be the only thing that can be taken.

But how should we spend the money? At present, we have not yet seen the plan that store No. 1 intends to invest in large scale brand advertising. If we are going to use 1 billion in online subsidy, how can we solve the problem that more consumers are concerned about?

It is interesting to note that in the 1 shop announced the subsidy plan soon, a few stores 1 to challenge Tmall supermarket offline advertising pictures began to sporadically scattered in the social network, and found a number of common marketing large diffusion.

But then there was a reversal of the story. Not only many users commented that they had not seen the advertisement on line, and PS traces were obvious.

Focus Media responsible person who undertakes the relevant framework advertising also said that the company did not put up the shop No. 1 advertised on the map, and the Focus Media's LOGO is also evident from the PS after the micro-blog marketing No.

Therefore, many netizens joked that Jingdong and No. 1 store should rely on PS advertising to raid Tmall supermarket.

At the same time, the author also noticed that a number of articles that touted Shop No. 1 were also circulated on the Internet. The main idea is that 1 shop is full of ambition and victory is in sight, and Tmall supermarket immediately wants to talk.

Lenovo's former PS advertising event, is it 1 shop to defeat Tmall supermarket through the spread of new media virus?

Shop No. 1 is only the Jingdong's "son" and "pawn" for his son's Jingdong supermarket.

In fact, WAL-MART's No. 1 shop has always failed to reverse the loss situation, but also because of shrinking market share, and finally in the edge of the electricity supplier.

And after being in the Jingdong's income bag, shop No. 1 encountered another big embarrassment, that is, the problem of kissing a son and a dry son.

For Jingdong, Jingdong supermarket is a pro son, shop No. 1 can only be counted as a dry son.

As for the pro son, Jingdong has recently announced that it is considering how to end the super war in three years and become the "double champion" under the online and offline.

I have also written and analyzed that Jingdong's dominance over three years is "whimsical". One of the main reasons is that Jingdong is not complete in the structure of Shang Chao, followed by Jingdong's rivals, not only with Tmall supermarkets, but also with Huarun, Carrefour and other offline giants.

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Today, Jingdong "1" shop, "Hope" shop, hope that shop No. 1 can be online supermarket on this block Tmall, Jingdong supermarket to share concerns.

Regardless of the possibility of realizing the desire, can shop 1 really adapt itself to serve as a pawn?

And the internal worry of No. 1 store is also reflected in the fact that its market size is in a state of rapid decline.

Recently, the electricity data report released by the consumer index released by Kayu showed that the online consumer goods market still maintained a growth rate of more than 30% in the case of the overall growth of the FMCG market in the doldrums (the growth rate was only 3.5% in 2015).

However, No. 1 is not only the market penetration growth has always stepped down, its market share is gradually shrinking.

The author thinks that, compared to the low price promotion or the public opinion war, the No. 1 store should consider more about the long-term plan.

Prior to this, the 1 shop continued subsidies and low price foundation has not been firmly established, although first look for WAL-MART, followed by Jingdong two big gold owners, but not fully integrated into WAL-MART system, and today's relationship with Jingdong supermarket is also very subtle.

Earlier, Jingdong announced its 2016 second quarter financial report also revealed that this year 1 shop GMV no growth.

At present, shop No. 1 is just a gun for Jingdong to cope with cat super. Once it is not ideal enough in the next few quarters, the final outcome is likely to be the same as that of Yi Xun and pat.

At first, the Jingdong didn't say anything about it. They had to clap and attack Taobao. The last result was that the pat Network was shut down.

Think carefully, shop No. 1, look and act and cherish.