Why Are Alibaba And Jingdong Expanding Their "Circle Of Friends"?

In the era of changing retail business, whether it is

still

They are actively expanding their "circle of friends" and demonstrating the rationality of their business to demonstrate the possibility of "leading the revolution".

Jingdong launches unbounded retail solution

Since the concept of "unbounded retail" was put forward, Jingdong has never stopped exploring it.

According to the world clothing and shoe net, in January 17th, Jingdong announced the launch of a user centered unbounded marketing solution, JD BrandEco, to commercialization, modularization, platform, and ecology of consumer habits, business decisions, integrated marketing, traffic operations, intelligent big data, content marketing, network alliances, and marketing ecology.

With the rise of the electricity supplier and the disappearance of the communication center,

How to integrate communication and product sales, where consumers come from, and how to achieve efficient pformation? These problems have been a difficult problem for the electricity supplier industry and even the retail industry.

The biggest highlight of Jingdong's unbounded retail solution is to customize high level marketing activities and services based on consumers' trading habits, in-depth insight into user social behavior characteristics and offline shopping data of brands.

Jingdong group CMO Xu Lei said that China is experiencing a shift from "mass market" to "everyone's market", with unlimited scene, boundless goods and no enterprise. The marketing value chain has no boundaries.

In the future, the brand side will be able to achieve efficient and precise marketing through the building blocks of various marketing capabilities with the help of Jingdong intelligent big data.

To this end, Jingdong has launched a JD BrandEco solution.

According to Men Jipeng, vice president of Jingdong group, JD BrandEco is centered on consumers, reconstructing people, content and shopping scenarios, providing platform for the brand side, modular, ecological marketing solutions without borders.

Specifically, JD BrandEco is an ecosystem that is open to each other by media, brand partners and Jingdong.

With the help of the Beijing X plan and the Jingfen plan, we completed the connection of shopping scenes and covered the domestic Internet users, and then realized the integration of shopping scenes through the east alliance plan and the Beijing Alliance Plan. Finally, we realized the creation of new shopping scenes through Jingdong big data and Beijing insight.

Prior to the Jingdong eleven double conference in 2017, Men Jipeng, vice president of Jingdong group and head of marketing department, had issued the Beijing X plan, combined with the head media and long-term cooperative brands, and empowering brand players from three aspects of marketing, brand and data.

Now, with the accession of Sohu (Beijing fox program), the members of Beijing X plan have expanded to Tencent, today's headlines, Baidu, Qihoo 360, NetEase, Iqiyi, Sogou and so on, and will continue to increase in 8.

This means that Jingdong has aligned itself with several major traffic giants in the domestic Internet industry to touch nearly 100% of Internet users.

Take Baidu as an example, Jingdong and Baidu joined hands to launch a "Beijing degree plan", which will open up Baidu's active user data in recent 100 million days and 236 million 500 thousand high value active e-commerce users. This is undoubtedly a bold attempt.

Jingdong has acquired Baidu first level shopping entrance, and through accurate delivery and content cooperation, according to the big data algorithm, it recommends some consumer information that meets user preferences in the information flow.

In addition to Baidu, consumers today can enjoy the same service and experience as Jingdong in WeChat, QQ and today's headlines.

Fight for the right to speak in retail industry

The proposal of the unbounded marketing solution explains the deep understanding of Jingdong in retailing.

In 2017, Liu Qiangdong, chairman of the board of Jingdong group, put forward a new concept of "unbounded retail".

In his view, retail does not mean new and old, and the essence of retail has remained unchanged, that is, cost, efficiency and experience.

In fact, the history of retailing is a history of change around cost, efficiency and experience.

Liu Qiangdong said that retail is really changing the infrastructure behind it.

As for "unbounded", that is, the way of buying in the future retail will tend to infinity -- endless scenes and endless entries.

It should be noted that in the "unbounded retail" defined by Liu Qiangdong, it is not only the convenience of infinite entry, but also the understanding of consumers' needs (more than you know you), connection (everywhere you think) and Implementation (see it), and ultimately consumers can satisfy their needs at any time and anywhere.

Prior to that, Ma Yun, chairman of the board of Alibaba group, also put forward the concept of "new retail".

Ma Yun believes that the traditional retail industry has been the impact of the Internet business, the next line and online retail will be deeply integrated, coupled with modern logistics, service providers use big data, cloud computing and other innovative technologies, constitute a new concept of retail.

The era of pure electricity will soon be over, and the form of pure retail will also be broken. New retail will lead to a new business model in the future.

From Ma Yun's view, we can see that the new retailing emphasizes that all channels under the online and offline channels can be opened up.

At the same time, the core of new retail is user centered, and all online and offline integration actions are centered around this core point.

Unlike Alibaba and Jingdong, suning.com's slogan is "smart retailing".

Suning.com founder Zhang Jindong said, "the future is the era of smart retailing, the boundaries between online and offline will become increasingly blurred, and competition will return to the essence of retail."

In Zhang Jindong's view, any company that wants to be evergreen will have to cultivate and develop its core competencies, grasp the essence of the industry and master advanced cutting-edge technologies.

The industry believes that Jingdong is a self dominated business, B2C is its foundation, Ali is the platform electricity supplier, B2C (Tmall) and C2C (Taobao) pay equal attention.

This mode difference makes the two party become two completely different enterprises, each has its own advantages and disadvantages.

Among them, Ma Yun's new retail concept is biased towards marketing and channels, while Liu Qiangdong's unbounded retail view focuses on Supply Chain Revolution.

But whether Ma Yun's new retailing or Liu Qiangdong's unbounded retail, or Zhang Jindong's wisdom retail, has no obvious difference in essence, more for the right to speak in the retail industry.

{page_break}

Electricity supplier change to deep water area

In the industry view, if the past 2017 is the "break and exploration" year of the electricity supplier industry change, then in 2018, this change will go to the deep water area, and how to layout the major business platform becomes a crucial factor.

On the face of it, Ali and Jingdong's two big business tycoons seem to be explaining the trend of the industry. In fact, they are supporting their own businesses, highlighting their strengths, and demonstrating the rationality of their business in the era of changing retail business, showing the possibility of "leading the revolution".

Because of this, Jingdong has taken the lead in presenting the unbounded marketing solution of modularization, platform and ecology to the industry to open up its core strengths.

Jingdong group CMO Xu Lei believes that "unbounded retail" is the future trend of the Jingdong to determine the future trend of the industry.

Unbounded marketing, through scenario linkage, data connectivity and value interoperability, connect different consumption behaviors and scenarios.

In the future, Jingdong will continue to push forward the mode and technological innovation, and open up various scenarios through extensive alliances. On the one hand, we should dig deeper into data and open data resources on the one hand; through marketing empowerment, every link in the retail chain can share and create value.

In the past, in the upsurge of online expansion of enterprises, most companies believed that regardless of the core of online pactions, the core of retail pactions or traffic, they were always concerned about promotion, promotion, or even scalping, rather than paying more attention to the essence of pactions - products, services, experience and data.

So most enterprises are trapped by traffic and are trapped in zero sum game.

How can we pform the commercial value chain from a "zero platform" to a "wide platform" with win-win co-existence? In Liu Qiangdong's view, it is necessary to open up the strong coupling relationship between the existing business links and make it into a detachable, configurable and configurable plug-in, and then build a building block organization that can satisfy different customers' preferences and needs through personalized combination of multiple optional plug-ins.

And Ma Yun's thinking of "new retail" is "the ecosystem that sets up the ability of all groups in the Alibaba to build up data, driving the reconstruction of the three elements of Commerce -- people, goods and fields."

It can be seen that "data" is the core of Ali's "new retail", which is backed by the huge GMV (total commodity paction) generated by the rapid growth of Tmall based e-commerce platform under the thinking of Ali's long-term platform operation.

The positioning of Jingdong's "retail infrastructure" relies on its heavy asset model in the vertical field.

Taking logistics as an example, Jingdong spent years of manpower and resources investing in building a storage and express network covering the whole country, which became the core barrier of Jingdong.

However, both Alibaba and Jingdong have realized that when the demographic dividend of e-commerce is declining, it is far from enough to continue to compete in the retail industry.

As a result, we see that in the two or three tier cities, even towns and villages, they have become the battleground for the two giants. Both sides are starting from their good points to integrate their partners and hope to expand their camp. A change in retail and consumption has also begun.

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