Why Are The Headlines So Cold Today That Alibaba Chose To Cooperate With Jingdong?

And today's headlines announced the comprehensive strategic cooperation, the so-called "Beijing strip plan".

Today's headlines become the most important partner of Jingdong's mobile Internet open system.

In the future, Jingdong

Will not only be limited to Jingdong official website, APP and WeChat entry, through opening their supply chain capabilities to all traffic platforms, eventually become ubiquitous Jingdong.

The "Kyoto plan" mainly covers three aspects:

1, Jingdong set up a first class shopping entrance on today's headlines "Jingdong sale";

2, accurate advertising based on today's headline big data capability.

3, the two sides will jointly carry out e-commerce cooperation based on interest reading, through the shopping guide, sub Commission mode, to help more headlines realizable.

Today's headlines are more than 130 million monthly active users, and users spend more than 76 minutes a day on average.

Jingdong is China's largest self operated B2C electricity supplier, with an annual active number of over 188 million users.

Deep going hand in hand will be the watershed of an industry.

In the Jingdong, its mobile Internet era ecosystem project "Kepler" joined hands with a biggest partner to lay open competition barriers for e-commerce providers, as well as a heavyweight bargaining chip with Alibaba.

Mobile Internet era electricity supplier camp: left hand social interaction, right hand content

Today's headlines and Jingdong strategic cooperation landing, so that the Chinese market mobile Internet business camp confrontation pattern basically formed.

On the one hand is the mobile electronic business camp of the Big Ali system, the "video entertainment alliance" announced in early September, Youku potatoes, Sina micro-blog and UC/UC headlines jointly formed the combination of Ali's video and content fields; on the other hand, the cooperation between Jingdong and Tencent, and today's headlines, "Beijing Teng plan" and "Beijing strip plan" have double wings for the Jingdong camp.

For today's headlines, in depth cooperation with Jingdong, completing the last link in the realization of the flow in the ecosystem, there will be more voice in the capital market.

Dong Ge thinks, for Jingdong, from then on, Jingdong

And supply chain will likely appear in any scenario of mobile Internet. Jingdong will export brand and supply chain capabilities like electricity or water, and Jingdong Inside will do all the background or partners of enterprises that want to do business.

Consumers want to buy Jingdong's authentic products and experience, not limited to Jingdong official website, Jingdong App or WeChat or hand Q entry. Any partner platform or scenario may link products or services sold by Jingdong.

Cold shoulder Alibaba, why today's headlines?

Advertising revenue is the main profit model of today's headlines. Despite the rapid development in recent years, it is very important to have more stable customers.

In one exchange, Xu Lei, the senior vice president of Jingdong group and the head of Jingdong mall marketing platform, gossip about the commercialization process of today's headlines two years ago. The advertising agency that they found promised a 8 million annual contract fee, forcing today's headline founder Zhang Yiming to work hard to recruit thousands of sales teams nationwide. By this year, its target revenue is 6 billion yuan. It is said that the target revenue in 2017 will double again.

However, relying on the lack of efficiency in increasing sales team mode, the advantage of Jingdong in the "Beijing strip plan" is that many brands such as HUAWEI, Haier and other brands need to be handheld, which require adequate advertising budget with massive traffic and sales promotion.

In cooperation with Jingdong, today's headlines can cooperate with almost all its customers in one fell swoop.

Of course, Jingdong is also a direct beneficiary of these pactions.

More importantly, compared with ALI, Jingdong's proprietary B2C mode matches today's headlines.

To put it bluntly, Taobao will jump back to Taobao in almost all the headlines today.

Because Ali's essence is trafficking, of course, hijacking traffic users.

Jingdong is essentially a seller of goods. Under the self operated commodity mode, customers can directly place orders on today's headline pages. It is not important to jump Jingdong or not.

In addition, I also chatted with former Jingdong colleagues. The biggest difference between the "Beijing strip plan" and the past is that Jingdong has been sharing its user paction data on today's headlines to a great extent, breaking through the scale of Jingdong's external cooperation.

Obviously, user data is the core asset of Jingdong. So open and honest, we can see the significance of the "Beijing strip plan" to Jingdong.

If we say that, before today, today's headlines are alike to Ali and Jingdong.

Then, in August this year, Ali's UC was positioned from browser to "big data new media platform", and launched an independent UC headline which is very similar to today's headlines. With a view to linking up content and e-commerce, today's headlines have been pushed to Jingdong.

Everywhere, Jingdong electricity supplier new pattern open?

It is clear that this cooperation, Jingdong in the huge volume of today's headlines set up a shopping portal, "Jingdong sale."

Relying on today's headlines personalized data recommendation capabilities, Jingdong and businesses will help achieve precise marketing.

But Dong Ge believes that for Jingdong, the "Beijing strip plan" is definitely a brand new start, or the opening of a truly mobile Jingdong era.

It must be mentioned that the Kepler plan launched by Jingdong at the end of last year can be said to be the starting point and blueprint for the layout of Jingdong mobile.

Because of this, in September 27th, at the meeting of the "Beijing strip plan", Xu Lei, a senior vice president of Jingdong who rarely showed up, personally endorsed the platform.

Kepler will realize the opening and production of all the capabilities of Jingdong. Its essence is the opening and production of all Jingdong's e-commerce capabilities. By opening up the Jingdong ecosystem and e-commerce capabilities, it will link each other with the scenario based mobile Internet partners, enabling consumers to achieve seamless shopping in diversified scenarios.

The Kepler plan is an open ecosystem designed by Jingdong in the mobile Internet era.

Kepler's business model is simple: using the mobile Internet scenario and de centralization, integrating and opening Jingdong's business modules, integrating product technology, paction and logistics into commodities and big data, end-users have more scenes to buy goods, more shopping samples, or Jingdong services; partners' APP low threshold gets the technology capability of scenario, and enhances user stickiness so as to achieve traffic realisation and revenue growth; Jingdong brand suppliers can find their own users, precision marketing, make Commission efficient use; for Jingdong, get more data.

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Obviously, easy to see, from today's mobile distribution of traffic, today's headlines are second only to WeChat's APP; at the same time, today's headlines can also be accurately launched, which is very important for Jingdong's Kepler plan.

Therefore, the "Beijing strip plan" is an important part of the Jingdong mobile era eco circle chess game.

First of all, the entry of Jingdong in the mobile Internet era will not be limited to App, WeChat or hand Q, but will include Jingdong's own entry, and any scenario application on partner App.

What is worth buying and kitchen APP has been in practice earlier this year when joining the Kepler project.

Through access to Kepler, APP can interconnect internal scenes and pactions. Through the kitchen APP, users can buy kitchen appliances, cookers, condiments, and so on in the Jingdong.

This kind of "natural" drainage improves the user's authentic and convenient shopping experience, which greatly increases user stickiness and revenue.

According to the data provided by "what is worth buying", during the 618 period of this year, "what is worth buying", the commodity turnover in the mobile terminals from the electronic commerce platforms accounted for the first place in the volume of Jingdong merchandise turnover. Compared with the cooperation with Kepler in December last year, the volume of commodity conversion increased by 4 times. The proportion of Jingdong's goods in the "mobile phone terminal" was 1 times higher than that before Kepler's cooperation.

Some time ago, what the East elder brother visited to buy the founder Sui Guodong, this year's revenue and profits have been greatly improved, which is directly related to the Kepler cooperation plan.

Secondly, with the alliance of partners, Jingdong will not need to worry about the flow. In the mobile Internet with centralization, scenario, fragmentation and individuation, Jingdong can put the main resources on the core competence.

For example, brand and supply chain quality e-commerce experience, for example, the ability to open cloud computing and Jingdong finance.

These "Jingdong parts" will be the main force for Jingdong.

One is going to be closed, one is going to open up.

In fact, the Beijing strip plan has made a demonstration for various participants in the mobile Internet era.

In the "Beijing strip plan", today's headlines are beneficiaries. The media authors who provide the content are the beneficiaries, realizing business realisation through the mode of shopping guide, sub Commission and buyout.

This means that in the era of mobile Internet, every enterprise will do what they are best at. If you want to be an electric supplier, you will not have to build a supply chain that you are thankless from beginning to end, but cooperate with Jingdong partners to maximize their interests.

In other words, in recent years, a lot of people who are very popular in the fire industry, Luo Ji thinking, and mom of the New Year cake are making public offerings through electricity providers. They can build their own e-commerce platform without having to build their own supply chain.

And Jingdong, a firm with solid e-commerce capabilities, is able to get rid of the existing traffic restrictions such as Jingdong's official website and APP and so on, and ultimately achieve the ubiquitous goal by thoroughly opening up its supply chain, warehousing and logistics capabilities, and today's headlines and what is worth buying.

"Kepler can achieve the first phase purchase, buy the whole two phase and sell well," said Xu Lei, senior vice president of Jingdong group and chief executive of Jingdong marketing platform. In an interview yesterday, Jingdong Kepler has accumulated more than 50 partners, and about 50 million subscribers have visited and purchased the high-quality products and services of Jingdong through Kepler's access APP every day in March.

At present, Kepler two phase project structure has been completed.

Frankly speaking, Jingdong Kepler is nothing new. Alibaba did so many years ago.

The shopping platform beauty, mogujie.com, roll leather net, discount eight hundred, Chu street and so on, all of which have been awarded the Commission for Alibaba diversion, and Alibaba has greatly benefited from this mode.

However, Ali and these vertical businesses are all making money in the traffic flow, so finally, Ali strangled these platforms. Typical representatives, such as mogujie.com, are one category; another is financing, which requires GMV and revenue, and has made an electronic business platform instead of Taobao diversion, such as Chu Chu street, roll net and so on.

Now, when Alibaba chooses to be closed, Jingdong is going through Kepler.

One is to harvest traffic users, one is to find traffic to sell goods.