Brief Description Of "Ambition" Of Jingdong'S "Invasion" Ali'S Advantage Area

According to the world clothing shoes and hats net,

Lv Jianquan, the owner of the tide shop 25BOY, is nervously preparing for the double 12.

Similar to Ali's "Amoy brand", Jingdong is supporting a number of small and medium-sized brands through its own way with emphasis and direction.

It is worth noting that these

Many of them belong to the dominant category of Alibaba, and Jingdong is gaining more and more partners through its accumulated logistics, data and brand advantages over the years.

Although Jingdong has not released statistics on this business separately, there is one point to note: the non 3C appliance brand developed on Jingdong platform has become the potential main force of Jingdong's sales performance.

A month ago, the total value of Jingdong 11.11 global good things Festival exceeded 127 billion 100 million yuan, up 50% over the same period, and 735 million items were sold.

Among the costumes

The brand grew by 170% compared with the same period last year, and the clothing custom category reached a 260% growth. Jingdong fresh sales totaled 20000 tons of merchandise, and only one one of the Wei Wei frozen chili original salmon platoon sales increased 1865% over the same period last year.

Behind these categories that tend to grow by more than 100%, they hide the "ambition" of Jingdong's "invasion" of Ali's superior areas.

Such a Jingdong lets rivals have to guard against it.

One

Lv Jianquan did not expect that Tmall missed the opportunity to find it in the Jingdong.

He founded the tide brand online shop 25BOY on the Jingdong platform only six months, the average daily sales can reach 30 thousand yuan, the average daily orders in 20 thousand single up and down.

This is more than Lv Jianquan, another clothing brand Hardly evers operated by Jingdong. Hardly Evers has been in operation for many years.

"The clothing category of Jingdong is in the stage of rapid growth, which means that we have the opportunity to grow with the platform and get more resources accordingly.

We only need to cooperate well, give enough capital support to the products, and keep pace with the Jingdong. "

Lv Jianquan said.

Like many small and medium-sized brands, the double 11 a month ago is one of the most important promotional activities of 25BOY in the year. The whole team is in a state of high spirits.

11 nights ago, Lv Jianquan and 25BOY's team members stayed up all night staring at sales and inventory.

Just after one o'clock in the morning, they began to arrange the distribution and delivery, and also had to deal with the pictures and product pages on the front page of the store.

Lv Jianquan recalls that he slept for only a few hours in those two days.

Lv Jianquan, a native of Foshan, lived in Hongkong for 5 years and was deeply influenced by Guangdong street culture and Hong Kong culture.

In 2002, he founded the silver scale Tang clothing company, the main business is to help Levi's, Adidas and other fashion brands to do ODM.

While designing and producing those internationally renowned brands, Lv Jianquan is always trying to integrate into Chinese elements.

He believes that China lacks its own trend culture and has always wanted to do something about China's tide brand.

In 2007, he began to create a series of different styles of fashion brands, including HARDLY EVER'S.

Through the introduction of high-end denim fabric red ear tannin, Lv Jianquan's tide business has developed rapidly. As of 2009, 18 outlets have been opened in the whole country, and there are also some franchised stores.

But this kind of good life suffered great changes in 2010.

"In the 4 and May of 2010, the volume of passenger traffic dropped sharply, and people seemed to stop shopping.

Immediately after the franchisee began to lose money and stop ordering, the outlets also shut down one after another.

The entire clothing industry is closing up. "

Lv Jianquan said that until then, he and a few partners had realized where the disappeared customers had gone - the online market they had ignored before had taken a lot of offline share.

HARDLY EVER'S failed to catch up with the golden age of the rapid development of clothing category on Tmall platform. The big brand structure has been formed. The top businesses in the whole system have huge traffic volume, and the backward ones like 25BOY are hard to get ahead.

No doubt, the company decided to go to Jingdong and take it as a new breakthrough.

It took HARDLY EVER'S three years to clean up the old inventory on line and solve the debt problem caused by past losses until 2014.

Jingdong's performance in the channel also failed to disappoint Lv Jianquan. In 2016, sales of HARDLY EVER'S on Jingdong platform increased by 10 times.

Previously, there were 5 sub brands under HARDLY EVER'S, including HARDLY EVER'S aiming at street tide card, HE75 development heavy duty leather clothing, silver scale hall playing the main role of Chinese style, HEA is Lingnan wind and Takahashi Inao Trend Sports wind.

But the 5 brands are sold in the same store, which makes people feel a little weird.

If you open a store for each brand, you will have to face the challenge of rising labor costs.

In order to solve these problems, Lv Jianquan found the head of Jingdong Menswear, and proposed the idea of setting up a new store "25BOY", and assembled all the sub brands for sale.

There are many rules and requirements for opening a store in Jingdong. It is not a matter of applying for a new store.

"Jingdong men's Department of the Department of the people recognized my idea, and with their promotion, the shop soon opened up."

Lv Jianquan said.

Lv Jianquan analyzed the company's internal operation and financial data. In the first two years, the Jingdong did not show explosive growth. Instead, the sales growth in the second half of this year was huge. On the day of September 18th, the 25BOY's single day sales volume reached 300 thousand yuan.

He expects to do tens of millions of dollars in a single Jingdong store next year.

Two

25BOY is now one of the most representative fashion men in the past year in Jingdong.

Asked about the root causes of the existing achievements, Lv Jianquan felt that the product itself is the core element.

"Jingdong's entire platform has not too many fancy tricks and skills. It is a real product, quality and design. The three are indispensable.

Without good products, we can't do it in Jingdong. "

Lv Jianquan said.

If we have to find a large-scale Jingdong promotion this year, unlike last year, Lv Jianquan believes that the biggest change is that resources will be more concentrated and not as dispersed as before.

It can also be understood that Jingdong is willing to push some products and businesses that are hard enough to support more brands like 25BOY.

Jingdong's support for small and medium sized brands has become one of the most important strategies for the company to expand the third party platform business.

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Jingdong's latest 2017 quarter fiscal year three quarter earnings report can be corroborated. This report shows that Jingdong is no longer as prominent as it used to be in the proportion of its proprietary business to the overall business, but uses similar statistical methods with Tmall.

The calculation includes the total amount of all orders of Jingdong's online proprietary business and all products and services of the third party platform in the total paction volume (GMV), including the order amount of Jingdong website and mobile terminal, as well as the freight paid by the buyer to the seller.

Even if the goods purchased by consumers are not yet completed, the final sale and delivery process will be recorded.

Another news about the return of C2C business is also a strong reflection of Jingdong's desire to become a big platform.

In October, a person familiar with the matter told the media that the Jingdong invited some individuals to enter the open platform.

For different types of individuals, individuals who apply for registration need to provide personal identification cards. Individual merchants need to provide certificates such as business licenses for individual businesses. At present, the three categories of food, film and television, music are only for individual businesses, and have not been opened to individuals.

Other categories that are open to individuals and individual businesses include clothing, underwear, sports outdoor, luggage, mother and child clothing, automotive supplies, and so on 24 categories.

Many people in the industry regard Jingdong's action as a challenge to Taobao, but Jingdong emphasizes that it is different from Taobao. "Jingdong will strictly control the quality of commodities and help you create services for high-end consumers, help the commercialization of special agricultural products, commercialization of craftsmen products, original design branding and healthy development of dual ventures."

In promoting small and medium-sized brands, Jingdong is trying to accumulate experience through more active online and offline activities.

According to Lv Jianquan, Jingdong has held many home buying meetings and some landing activities this year, but not many before.

In August this year, Jingdong hosted a hip hop theme competition in a gymnasium in Guangzhou, and invited some stars to join in.

Many of the booth set around the stadium are used to show the brand of the tidal current invited by the Jingdong, which is accurate for young brands, and has also achieved online and offline interaction.

Lv Jianquan noticed that the front page of the Jingdong had been opened before, and there was very little resources for the clothing category.

But since 2015, the Jingdong has invested much more in the category, and the staff in the Jingdong clothing department also expanded rapidly. Every day, the staff will find the staff and introduce various promotions with him.

Jingdong has also launched some cultural cooperation projects with Tencent. For example, around the Tencent's iconic Penguin image, a number of cultural shirts have been designed from the Chao shop of the Jingdong platform.

Lv Jianquan agreed to cooperate without much consideration, and it turned out to be quite optimistic. Three T-shirts sold more than 600 pieces in less than a month.

In addition to marketing activities, Jingdong also supports small and medium-sized brands in terms of logistics and data.

In particular, the latter has many obvious guiding functions for 25BOY stores, and even leads the whole brand product chain.

"I can see the actual data.

Suppose that we have a A and B version of two, and the final sales data show that the return rate of A is 1% and B is 10%. Obviously, there is a problem with the B version itself. We will never make this version again.

Lv Jianquan explained.

All of these gave Lv Jianquan the confidence to continue to grow stronger and stronger in Jingdong.

Three

But what Jingdong wants to support is not just the brand that has grown up from the platform, but also those brands that are mature online, but are late on the line.

Founded in 1965, the Great Northern Wilderness brand belongs to Heilongjiang agricultural reclamation Group Corporation, which produces the Great Northern Wilderness honey from the northeast black front National Nature Reserve.

The protected area is set up to protect the northeast black front and wild forest honey. Therefore, it is well known for producing high quality organic honey products here.

The cooperation between the Great Northern Wilderness honey and Jingdong was in 2011.

At that time, Jingdong's sales and marketing staff selected this product in Heilongjiang agricultural products to Beijing Exhibition Fair, hoping to use the Internet platform to help the brand honey expand its influence.

After 6 years, Jingdong has become the largest sales channel in the Great Northern Wilderness, and has also led some other Northeast enterprises to join in the production and sale of northeast black front products.

A home is another typical case of offline brand cooperation with Jingdong.

According to the data provided by Jingdong, the brand has won the first place of Jingdong double 11 furniture sales for 3 years in a row, and at the same time, the cumulative sales volume of Jingdong furniture has been the first in 4 years.

According to the traditional furniture industry, furniture products are not suitable for sale across the Yangtze River.

Another difficulty is that the volume of furniture is usually large, and the logistics cost of cross regional sales is very high.

However, A's home has achieved "cross river" sales with the help of Jingdong's logistics system, and its performance has been doing well.

"This year, Jingdong launched" last mile "delivery service for large furniture, covering 181 cities across the country.

Li Wei, director of furniture department of home business department of Jingdong mall, said that loading and unloading can shorten the time of furniture pportation to the greatest extent, and door-to-door installation services can be determined according to the needs of consumers.

According to the reporter, A home is the first brand to cooperate with Jingdong and experience large furniture delivery service.

But the company's cooperation with the Jingdong platform is earlier, and can be traced back to 2014.

At that time, the products of A products were relatively simple, which did not well grasp user preferences and fashion trends, and restricted the development of the whole brand to a certain extent.

After working with Jingdong, A will focus on production and pport and installation to the former.

After opening the geographical restrictions, A's user base has also expanded from the original three or four line cities to a second tier city.

At the same time, the company quickly established an Internet marketing team, and gained tens of millions of exposure by participating in Jingdong super brand day, and pformed from local brand to well-known furniture brand.

Jingdong's abundant data also give A home a lot of help, in addition to a clear understanding of its own brand of consumer groups, it can also design products for different groups, adjust product mix and optimize quality.

Sales data of A show that from 2014 to 2016, its sales in Jingdong platform increased by 300 times, sales increased by 73 times compared to the same period last year, and sales scope covered 31 provinces and cities nationwide.

Zhao Tao, director of the A home appliance marketing department, told reporters that compared with last year, the overall sales volume of double 11 has increased 2 times this year.

As of November 11th, the company had completed its sales target for the whole month, and did incremental work.

Zhao Tao used "to force" to describe Jingdong's resources support of double 11 this year.

For example, during the double 11 period, there are 12% off tickets in the A home store and a discount of 1599 yuan, which is reduced by 300 yuan, and the discount cost is borne by the Jingdong.

There are other sources close to Jingdong that Jingdong has invested billions of dollars in the double 11 period.

But the source stressed that Jingdong and Tmall had little support for the third party brand.

The former pays more attention to small and medium-sized brands, even if some brands do not sell well, they also have the opportunity to get some good positions.

Tmall is based on GMV, which is more advantageous to famous brands.

In addition, Jingdong is trying to build a "circle of friends" to get through the sale of online and offline sales scenarios to attract more brands to join.

In order to help platform brands gain more traffic and exposure opportunities, Jingdong is pushing ahead with the "Beijing X plan".

In this plan, many Internet Co with super traffic and access have joined in, including Tencent, today's headlines, Baidu, Qihoo 360, NetEase, Sogou, Iqiyi and so on.

These partners will provide Jingdong with a traffic portal. In other words, the brand that was originally shown on a Jingdong platform has the chance to appear on more Internet giants.

In view of the online and offline resource exchange, Jingdong also has a strategy called "Beijing Teng plan".

According to Jingdong's plan, the company can get through the entry of many Tencent products, so that the merchants who join the plan get the peak traffic that they have never reached before, and realize the integration of marketing under the online and offline, such as membership account and promotion discount.

"We can feel that traffic growth is very fierce, basically 5-10 times that of our daily traffic."

Zhao Tao said.

But the plan is still in the initial stage of promotion, and the conversion rate needs to be improved. "It is not as high as the conversion rate of the Jingdong itself, and there is much room for improvement in accuracy.

"Zhao Tao added.

Zhao Tao's feelings also reflect the changes in marketing attitude of consumers after the upgrading of consumption: they no longer blindly pursue the flow, but rather pay more attention to the matching degree of products and consumers behind the flow, and the channel's ability to serve the brand.

Four

The development trajectory of Jingdong in business mode is exactly opposite to Ali.

Starting from Taobao, which is centered on small and medium-sized sellers, Ali has gradually upgraded to Tmall, from cultivating a large number of grassroots shopkeepers and Amoy brands, and now trying to attract international brands to enter.

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Liu Qun, a business operator of Tmall, has assumed that "Ali has gone through the process of upgrading and upgrading the traditional retail industry in a very short time, and the rapid development of Tmall in recent years is mainly due to the continuous excavation of user data and the introduction and recommendation of the top tier brands with the platform level upgrade of consumers."

Jingdong, on the contrary, started its own business with B2C and continued to expand its logistics layout and influence until it was able to cooperate with selected individual businesses.

It is hard to say that the two models are better or worse, but not all brands will regard Jingdong as a key sales channel, and so is Tmall.

In this, there will inevitably be contention and game for excellent brands.

Liu Qun said that the basis of brand selection often compares the sales difference brought by different modes.

For example, Jingdong self employment will take about two months or even longer. This is not acceptable to every brand.

Tmall has no account period, and user payment will go directly to Alipay account.

"Personally, I do not exclude Jingdong, and I will do so if necessary.

But Tmall is obviously more attractive, and the Jingdong is in a state of catching up.

Liu Qun said Tmall team has begun to put forward different solutions to different formats. The brands that dare to try will naturally get more resources support.

Unlike Liu Qun, the brand of Liao Xin (alias) has two stores in Tmall and Jingdong, but Tmall stores have longer stores. It is already a 8 year old store.

According to Liao Xin, the sales of Tmall stores have been better than that of Jingdong. From the resources acquired by the two platforms, there are more resources available in Tmall.

"Tmall's resource niche is mainly concentrated in some large-scale promotional activities. Who can get the core advertising position depends on the brand influence and the usual performance.

For example, double 12 will see how double 11 of the brand is doing, and whether there are some rankings for explosive sales.

"Liao Xin said.

If competing products compete for the same advertising level, Tmall will follow the principle of "paying more than you get". Those companies that can not compete with the big brands will have to switch to smaller ads.

For this situation, Liao Xindao felt normal. "They are hit by real gold and silver. They will surely get more resources than we do."

Of course, Tmall sometimes offers some free resources to businesses, but those brands that sell almost no sales are unlikely to get these resources.

This also means that there will be more exposure opportunities on the head of Tmall platform, and small and medium-sized brands will be easily eliminated in the face of fierce competition.

Another characteristic of Tmall is that there are more joint marketing activities in the same field.

The advantage of this model is that the scheme can be diversified and the topic is strong, but it has a high degree of difficulty for merchants.

"Not all businesses know online sales. The execution power of each team is different. Some are slower and some are slower.

"Therefore, Liao Xinhui chooses more simple promotional activities that do not need to centrally sell goods together.

So far, Liao Xin's Tmall shop has accounted for 2/3 of the brand's online sales.

This situation will not change in the short term, although the growth rate has slowed down in Tmall.

The remaining 1/3 is Jingdong's emphasis on "defense", the premise is that all of its previous plans can be implemented and continue to support more "Jingdong brand".

By that time, Jingdong will have more strength and charm to compete with Tmall for quality businesses.

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