"Double 11" Tmall Push "Buy Expensive Will Pay" VS Jingdong Self Operated Goods

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The flames of war lit up.

With the help of price advantage

Start a struggle.

According to the world clothing shoes and hat net, in October 8th, Tmall's "buy expensive compensation service" officially began to implement. Under the same conditions, the price of goods purchased by Tmall in Tmall is higher than that of Jingdong. Tmall will compensate consumers for the difference. Tmall's attack on Jingdong aims at Jingdong's self competition, and price war is still the usual way of Tmall.

In the industry view, Tmall's move shows its confidence in price, and also shows the escape from the short board of commodity quality. Price war is the usual means of competition among electronic business platforms, but it has never been on the table, and now the private competition has entered the open level.

Tmall's offer to buy is expensive.

Throughout the domestic e-commerce platform, Ali and Jingdong two enterprises occupy half of the competition, the competition between the two sides is also a tug of war.

Unlike usual, Tmall's attack on Jingdong is no longer implicit, but it clearly points out that Jingdong self run.

According to the world clothing shoes and hat net, in October 1st, Tmall added the notice of "buy expensive to pay" service specification. According to the notice, consumers bought a specific commodity with "buy expensive and compensate" service mark in Tmall shop, if the actual paction price of Tmall on the same day is higher than that of Jingdong's self-employed goods on the same platform of Jingdong brand, type, color and storage capacity, consumers can apply for a differential compensation service to Tmall.

Tmall wrote directly in the regulations. Jingdong self operated goods refer to goods sold by Jingdong independently. The PC side marked "JD self run" or "Jingdong self operated", and the word "self run" marked by mobile terminals is sold by Jingdong. The above commodities will become the first step of Tmall's self promotion.

Reporters browse Tmall's October 8th interface discovery, although the activity has officially started, but has not yet seen the label "buy expensive must pay" logo merchandise.

Tmall's customer service staff said that it was expected that sellers would be able to take part in large-scale activities until the "double 11" was expected to be more obvious.

Jingdong officials declined to comment on Tmall's move.

Reverse pressure, escalation of battle

Self employment has always been the attracting sign of Jingdong in the electricity business campaign. In the cognition of consumers and brand dealers, Jingdong has a certain degree of self quality and high service drawing.

Prior to this, Ding Xia, President of the fashion business division of Jingdong mall, told reporters that the Jingdong self operated channel is equivalent to selling some of the goods bought on the platform, and at the same time, the goods are directly stocked in the Jingdong warehouse, so the distribution speed is also faster. At the same time, when the storehouse is out of stock, it can also pfer goods and distribution from the stores near the consumer.

This means that for the third party businesses, the cooperation with Jingdong's proprietary platform is equivalent to the authorization of "agent", which is more conducive to reducing inventory, increasing cash flow and faster logistics and distribution than purely electronic business platform.

Ding Xia revealed that many clothing businesses want to cooperate with Jingdong in their own channels. However, because of the increase in the cost and sales risk of platform purchase, the platform is also more stringent in terms of cooperation audit, generally giving priority to selecting Jingdong brands with high sales volume.

Tmall will take the lead in pointing to Jingdong's own business, and the determination to compete for brands and consumers can be seen.

A senior e-commerce analyst who does not want to be named, said that the competition between Tmall and Jingdong's two comprehensive e-commerce platforms has been the trend of the trend, near "double 11", Tmall's attack on Jingdong from dark Xiang Ming, also makes both sides of the gunpowder flavor more strong, Tmall as the "double 11" host has been holding the dominant power, and this move shows the ambition of the Tmall offensive.

The above personages further said that the advantage of Jingdong's proprietary platform has become the highlight of attracting brands to enter, and the number of brands shows the ability of the electronic commerce platform to obtain traffic. The quality of the brand is an important means to maintain the flow viscosity of the e-commerce platform. Tmall has begun to draw consumers' attention to Jingdong self employment with the price, which is aimed at putting pressure on consumers by brand, and the core of the final competition is still the traffic and the big data behind it.

The game of price war

The competition also implies the advantages and weaknesses of the platform itself.

Jiang Qiping, editor in chief of the information research center of the Chinese Academy of Social Sciences and editor in chief of the Internet Weekly, said in an interview with reporters that Tmall's action showed its confidence in price, but it also showed a short board in terms of commodity quality and brand.

From the perspective of business competition, competition among electronic business platforms is competing for the market in terms of two dimensions: quality competition and price competition. The branding mode represented by Jingdong and the price model represented by Taobao have also appeared in the two modes.

Jingdong seeks better quality. Taobao and Tmall seek more competitive prices.

To foster strengths and circumvent weaknesses is an option for the electronic business platform in competition. Tmall uses its own price advantage to weaken the impact of other short boards, so it is understandable to take advantage of price advantage to fight Jingdong's commodity quality advantage.

But from the perspective of consumption trend, the per capita income has been increasing and the brand is more attractive.

There are also analysts in the electricity business who are bluntly speaking. It is somewhat difficult for Tmall to pry itself into the market of Jingdong itself. During the "6 / 18" period, the competition for brands has already made the competition between the two platforms become hot. The two sides have already ripped "face". After gaining the advantage in the brand competition, Tmall has tried to pry the position of Jingdong through price, but it really is not easy to shake the trust and dependence of consumers on Jingdong self run.

More interesting reports, please pay attention to the world clothing shoes and hats net.