Jingdong VS Tmall'S Business Super Battle Upgrade! The Wine Market Took The Lead In The War.

2016 since the second half of the year, Jingdong and Tmall have made enough efforts to win over the cake of online merchants.

Whether it is mergers and acquisitions, or to optimize experience, or to increase price promotions, Jingdong and Tmall have implemented many actions in a tit for tat way. If these business arrangements are just recruiting, then the two sides have raised the goal of "super first", which has sounded the attack horn of this war.

Yesterday, Jingdong supermarket announced that it will strive to become the first absolute sales volume, the first market share and the first consumer satisfaction in three years.

And a month ago, Jiang Po, general manager of Tmall supermarket, said that so far, Tmall supermarket has been the first online supermarket, and will reach 100 billion yuan in three years, becoming the largest online store.

As the saying goes, a mountain can not tolerate two tigers. Now Jingdong and Tmall both say that they will become the first in three years.

The first competition between Shang and Chao

Data show that by 2020, the total market value of China's online supermarket will reach about $180 billion, while the online penetration of supermarket department stores is less than 7%, indicating that there is still a huge potential for growth.

It can be seen that online traders are a big fat meat and naturally attract many hungry wolves. However, it is not easy to eat this fat meat. The high cost prohibits many competitors from stopping.

The rest are only giants like Jingdong and Tmall.

In June 20th, Jingdong announced that it had reached a deep strategic cooperation with WAL-MART. WAL-MART will receive 5% of Jingdong's equity, while Jingdong will command the revenue of shop No. 1. In August last year, Jingdong also invested 4 billion 310 million yuan in Yonghui supermarket and won 10% of Yonghui supermarket.

Whether it is the acquisition of shop No. 1 or shares of Yonghui supermarket, now it seems that Jingdong is preparing for the super strategy of the business.

Some people in the industry say that 1 stores have accumulated many years of experience in supermarket category operation and consumer groups, and the value of Jingdong is short.

After the cooperation between Jingdong and WAL-MART not long ago, Ali group announced the appointment of riverside as general manager of Tmall supermarket and vice president of Alibaba group.

Who is on the riverside? He was born in WAL-MART China, served as the director of operations in WAL-MART China West China, the director of operations in Central China, the head of operations store planning department, and vice president of WAL-MART China.

As soon as the riverside took office, it strongly declared that Tmall supermarket was already the first online supermarket, and will become the largest online store in three years.

However, the "first" proposed by the riverside was opposed by rival Jingdong. The author of the "sales and marketing staff of a Jingdong supermarket" issued a letter from a supermarket employee to Mr. Jiang, a Tmall supermarket, who questioned the riverside supermarket's "Tmall supermarket has grown into the largest online market in the country with the largest import volume, the fastest growth rate and the largest number of users".

However, because the operation data of both sides could not be known outside, the empty call was finally ignored.

However, after calling the board, the price war between the two sides followed.

In mid July, the riverside said that in the next three years

The "double 2 billion plan" will be launched: 2 billion yuan to subsidize consumers, and 2 billion yuan to build up supply chain, commodity structure and service upgrading.

However, after just a few weeks, the No. 1 store, which has been incorporated into Jingdong, has announced to the media in a high profile that it will invest 1 billion yuan in 3 months to open up a comprehensive price war on the Tmall supermarket. It is clear that this year's 1 shop's goal is to quickly open the cat supermarket in a number of markets outside East China and East China, so as to achieve 2 times the sales target to Tmall supermarket.

If Jingdong previously represented Shop No. 1 in Tmall supermarket, the three year goal put forward by Jingdong supermarket yesterday meant that the battlefield would be pulled back to Jingdong and Tmall.

The wine market took the lead in the war.

In August 30th, on the day of the ordinary day, Jingdong and Tmall coincide with the announcement of wine related news on the same day.

Tmall launched the first 9.9 Global Wine Festival on the same day. Tmall said that from September 1st onwards, Tmall and Tmall international will enjoy more than 100 thousand wine from 50 countries. Among them, over 30 countries with nearly 100 thousand special wine producing areas and very special wines have entered the Chinese market for the first time.

Ali CEO Zhang Yong said Tmall's 9.9 Global Wine Festival is planned to be "

On the basis of subdivision and industry, we can create some new festivals.

On the same day, Jingdong supermarket announced that it will set up China's first "Liquor Quality Alliance" with Moutai, Wuliangye and other domestic and foreign beverage brands to jointly crack down on the counterfeit and shoddy and tortious behaviors of the liquor industry in the Internet shopping, and sign a strategic agreement with the internationally renowned wine group TWE, Lafite and Bacardi to expand the wine market in China.

Wang Zhiqiang, general manager of liquor Marketing Department of Jingdong supermarket, said Jingdong hopes to build 10 brands of liquor brands with a sales of over 1 billion in the next 3 years.

According to the relevant data, 62% of consumers often read alcoholic drinks online, and 47% of consumers buy wine online. Moreover, online shopping habits of Chinese imported wine consumers are gradually deepening.

On the same day, the two sides announced that the news about wine may be just a coincidence. But it can be seen from now on that the competition between Jingdong and Tmall has changed from overall competition to partial competition. In the future, this trend will become more obvious.

Future battlefield

In the next three years, both sides will strive for the first goal of the business, and this will undoubtedly become the fuse for the future battlefield of the two enterprises.

Group CEO

Prior to participating in CCTV's "dialogue" column, it said that it was considering how to end the super war in three years, and achieve the first line.

It's easier said than done, and Liu Qiangdong must be wondering how to end the battle.

But it is certain that neither the Jingdong nor the Tmall can get rid of each other. So the so-called end of the battle is only a way to throw away the opponent, so the future competition between the two sides will be the market share of the competition and see who has more market share.

For online retailers, competition is mainly centered around commodity category, price and logistics.

At present, Jingdong has reached strategic cooperation with retailers such as WAL-MART, Yonghui supermarket and other retailers, and has earned the advantage in commodity category and supply chain when it has gained the number 1 shop dedicated to online business for many years. However, this advantage is easy to catch up with, with the current ability and resources of Ali, Tmall expanding product category and improving supply chain are all problems in the morning and evening.

The price is certainly not a long-term competition point for the two sides, and the last part is logistics. This is the competitive barrier that Jingdong started to build when it was founded.

Tmall is also aware of this. Therefore, in recent years, it has been constantly storing energy in logistics. Relying on the development of rookie logistics, Tmall supermarket claims that it has basically realized the distribution system of "day to day, the next day".

However, from the actual experience, Jingdong's self-management logistics still occupy the upper hand, Tmall supermarket in logistics distribution and Jingdong still have a certain gap.

In addition to the above, Feng Yi, head of Jingdong supermarket, said that China's online supermarket will have five major trends: "quality", "personalization", "big packaging", "experience" and "socialization". This will lead to obvious differences and differences in the category, brand, consumer stratification and shopping mode.

All of these will undoubtedly become the key points for online retailers to compete.

At present, the three years of contention between the two sides have just begun, and the outcome is still hard to decide. However, both Jingdong and Tmall have very important strategic significance. Therefore, both sides of the war are bound to win.