Why Does Tmall Want To Be A Guest Host In Jingdong'S Celebration?

According to the world clothing shoes and hats net,

CMO Xu Lei said in May this year's 618 conference that everyone can use the "618" logo freely, Ali.

It was very active and cooperative. It not only started 618 immediately, but also changed the use of advertising slogans for many years.

Then micro-blog, who was also on the Shenzhou computer, was hit by its use of its media to build false news (according to public reports to understand that the incident was verified by Jingdong and entered the judicial process), forcing merchants to stop pollution Jingdong and other means, trying to turn the guest in 618.

And according to media reports, on the day of 618, burst out

Jingdong store was closed due to violation of rules; LETV TV was fighting against the Jingdong and Tmall's two major electronic business platforms because of the low price of the 618 battle line.

In any case, as Jingdong's 618, Jingdong has handed over a pcript of the entire retail industry, with sales of up to 119 billion 900 million yuan.

Jingdong's "yes" and Tmall's "non"

618 as Jingdong's "shop Festival", from the earliest black and high sales promotion, until the quality of life, through a 20 day promotion cycle with a platform, a lot of businesses to let consumers celebrate their own "," this is understandable.

In particular, this year 618, Jingdong open its attitude to open its "birthday" to the whole platform of the whole world. Tmall is in the right direction. It also makes the 618 "ideal life" pay tribute to Jingdong's "quality life".

For Jingdong, 618 is their birthday; for Tmall, 618 is just a big promotion in the middle of the year.

Different emotions and natural inputs make a far cry from the attitude of businessmen and consumers.

Jingdong hopes to be able to entertain guests and do its best in its 618 "celebration" to make customers happy and satisfied.

Jingdong celebrates, but Tmall wants to be a guest. Why?

We can probably find some answers from a number of articles about the negative growth of Ali's earnings and the 42% way to turn it into profit by Non-GAAP.

First look at the following plation form for Ali's 2017 earnings report GAAP and Non-GAAP:

According to the above table, the difference of earnings figures between Ali GAAP and Non-GAAP mainly comes from two aspects: intangible assets amortization expense (2 billion 191 million), sale of revaluation assets and other expenses (43 billion 89 million).

Therefore, in accordance with GAAP Ali net income in 2017 less than 2016 years, nearly 30 billion, but Ali borrowed Non-GAAP, suddenly increased by 46 billion yuan, external propaganda has become an increase of 35% tone.

Not only 2017's earnings report, but also the same way out in 2016 when the media dug up Ali's earnings report: in the three quarter after 2016 (starting from April 1st every year), the amortization of intangible assets was 3 billion 810 million, and many investment companies (mainly word of mouth and excellent soil) brought 1 billion 743 million losses to Ali and 2 billion 410 million goodwill amortization.

However, Ali eliminated these items in the publicity.

In the fourth quarter of 14, the operating profit margin of Alibaba was 35.7%, compared with 46.9% in the same period in 2013, which directly led to a 28% return of Alibaba net profit.

To solve this problem, Alibaba listed an adjusted profit in the earnings report, that is, Non-GAAP or Non-IFRS profit, which directly reversed Alibaba's net profit in the fourth quarter to an increase of 25% over the same period (calculated by Non-GAAP).

If this is the two different accounting method for us accounting standards to conceal the decline of performance, investors will conceal the decline of performance. In order to ensure the stability of their stock prices, it is "excusable". Then, the double 11 e-commerce shopping festival dominated by Tmall itself, through the pre-sale extension of the promotion cycle, gets a high order, concentrates on one day's payment, calculates the Taobao double 11 pactions on the same day, and calculates the amount of payment by Alipay through the Alipay scan code payment, so as to conclude that the 11 11 super high sales volume becomes "normal".

What is the main reason for the negative growth of Ali?

1, the dilemma of traffic realisation mode.

As Tmall and Taobao are shielded by WeChat, the largest source of traffic is naturally lost. So Ali, whose core profit model is traffic realisation, must acquire a large number of traffic enterprises, including various media, browsers, music players and other tools and platforms with flow attributes.

It is very difficult to change from media traffic and tool traffic to shopping flow. Otherwise, China's four major portals have built up an electronic business platform.

2, the burden of new retail

The acquisition of the traditional offline retail industry, trying to use the new retail business to pull up the performance again, is likely to make Tmall carry a new burden in the short term. The traditional retail industry that continues to decline and lose under the line can not only contribute to Tmall's contribution, but also needs Tmall to return to the line and enrich the blood to boost its performance.

Of course, Tmall's acquisition of these traditional enterprises is also hoped to make up for the shortage of supply chain in the categories of electricity, luxury goods and daily necessities, but these are heavy service categories, and rookie efforts are needed to improve logistics services and the corresponding loading and unloading services.

3. Strategic shift

From 12 years, Ali began to emphasize that he was no longer an electricity supplier company. This was because his strategy shifted and began to shift from retail to Alibaba, Ali health and Ali financial services.

Under the pressure of negative earnings growth disclosed in the previous earnings report, the 618 that Tmall would not have participated in this year has become important. Although it is well known that it is Jingdong's "celebration day", it should be a celebration for Jingdong. It should show the great atmosphere as one of China's two largest e-commerce platforms.

Finally, through the open media coverage to ordinary consumers, it is hoped that "anti customers" will be changed from the showroom to the home court.

Also made the Amoy brand and traditional brand businesses in 618 issued a statement that Jingdong was coercion, even the media also appeared "false news", Tmall always through the hairdressing micro-blog hired human flesh detection Jingdong price change price, WeChat in the group of Jingdong negative news and so on spoiling behavior, people sigh!

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Jingdong's 618 and Tmall's double 11 are better.

One is the Jingdong celebrates the development of the Mid Year Shopping Festival, one is the singles day is caused by Tmall electricity supplier Shopping Festival;

One is the 20 day cycle shopping experience and price and quality, which are satisfied with the opening up of self built logistics, and the other is the promotion of the third party logistics pressure caused by the accumulated sales volume of one day.

One is Jingdong people and businessmen, more than 20 days and nights, sleepless nights, serving the consumers together in the first line of promotion. One is millions of businesses opening up shop in Tmall and Taobao, and tens of thousands of third party logistics couriers for decades. They have been working hard on the first line through Tmall and Tao Baoping to serve consumers.

Maybe you can use more similar sentences to list more.

618 and double 11 have become the most famous promotion in the history of electricity and retailing in China. As a platform, are they serving the brand and consumers with real guns? Or do they do the traffic business, get good data through the check list, but pass the pressure of sales and service to the third party? The two models are not good enough.

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