Jingdong And Fight More And More "Taobao Special Edition" Sniper

According to the world clothing shoes and hats net, recently, in the application download list, a lot of efforts have been made.

Occupy the first ten days.

It has to be said that the sudden rise of its momentum has made the business tycoons a bit of a panic.

In mid March, Taobao suddenly launched a app called Taobao special edition, which was considered to be a low price group.

Frontal sniping

A signal.

And recently, Jingdong is pushing its own "Jingdong purchase" project, which looks almost like "a lot of the Jingdong version".

Will the electricity business get back to the "price competition"?

Open up the interface of Jingdong's purchase and purchase, and a familiar style of painting comes to us.

9.9 yuan group, brand clearance sale, from household appliances, digital small appliances to shoes and clothing bags of different categories, if it is not the front of the Jingdong word, and slightly different page UI design, it is difficult to distinguish between these groups.

When we really participate in the group, the actual play and rules are very much the same: when a user looks at a commodity, he can choose to open his own regiment or join the group, then invite more friends to join the group through social sharing; when he reaches the number of people in the effective time, he can buy goods at the price of purchase.

However, according to the official introduction of Jingdong, their purchase platform is also used in low price purchase and social sharing, but the flagship "low price is not low quality" is not just a price tag, but will also be provided by Jingdong's own logistics warehousing and after-sales service.

From the actual experience, Jingdong has indeed joined such a slightly different "self optimizing" channel in the purchase.

The game is still a group, but logistics is provided by the Jingdong itself. It also supports Jingdong's "99 yuan package" and "7 days no reason to return goods" policy.

Of course, the price of this channel is not so great. The price of the group is only one to 20% lower than the original price of the product.

In addition, from the online product category and marketing gameplay, Jingdong is still in a relatively early stage of development, like the Taobao special edition.

In fact, the Jingdong's purchase project is not a recent idea.

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As early as 2016, Jingdong's spelling and purchase had already been launched on WeChat and the Q platform. In August 17, 2017, the purchase and purchase business was officially settled in Jingdong app, with a relatively independent entry. Recently, Jingdong launched a large-scale investment promotion campaign for the merger and acquisition business, and offered preferential policies such as ultra low commission and Jingdong, WeChat's multi-channel exposure.

According to the data released by Jingdong, since the launch of the Jingdong, the order size of the Jingdong has increased rapidly, with a single daily peak value of 607 thousand, and the monthly growth rate of the channel has increased by 46.3%. The total number of eight categories has more than 20 thousand businesses participating in the sales promotion.

Although Jingdong is trying to make a difference moat for itself by "low price but not low quality", from the essence game of this group mode, it is still an unavoidable rule to use competitive low price to attract price sensitive users and rely on more third party businesses to provide richer products.

The power of low price that cannot be ignored

Although all trades and professions are advocating consumption upgrading, more and more examples prove that low price always has an unparalleled attraction.

The success of NetEase's Yan Xuan and millet mode has verified the fact that consumers are increasingly seeking brand and quality, but this does not prevent them from looking forward to higher expectations of price performance.

This has to remind people of the pformation strategy of e-commerce platform in recent years.

Taobao started from low-priced small commodities, but the problem of fake and shoddy products on the platform has become a bottleneck of its development for many years. Therefore, the pformation to brand and quality is a direction of its efforts in recent years.

Jingdong has been focusing on brand self-reliance from the very beginning, although it has gradually pformed from the earliest 3C e-commerce platform to the whole category platform, but the positioning of the platform has always been a relatively high quality route.

But many of them came out of the world.

As low as 9 yuan of paper pulling combination, 6 pieces of 5 packets of mail also buy one to send two USB plug-in board, 10 Jin rice is only 25 yuan......

You can't imagine how cheap it is.

As for the quality of products, that's a matter of opinion.

Although many of the main players are "cheap and good goods", brands are not their main selling points from the very low price products on the platform.

Moreover, counterfeit goods are also a problem that has long been criticized.

In the article "we went to a lot of factories to find out the bottom and see if there is a good bargain", AI fan once analyzed that the main feature of the explosive payment on many platforms is that it is large and cheap. "Big brands" are not their main targets; their user positioning is not used to high and medium income groups that are accustomed to high quality and high quality products, but those who "usually visit Jingdong Tmall may be too expensive or even use online shopping".

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It puts these products at low prices and enough quality to meet the expectations of consumers, so that they can get together with people who have the same level of consumption and have similar tastes.

For them, the quality of these commodities is enough to meet the price and meet their own psychological expectations.

But when we discuss the bottleneck and boundary of this low price model, one point that may be overlooked is how large the proportion of such target audiences is in the whole consumer group.

According to the 2017 national economic and social development statistics communique, China still has about 60% of three families, the average annual income is less than 70 thousand yuan, and the monthly income is less than 6000 yuan.

In the wave of consumer escalation in the industry and the media, they may become "silent majority", but it is indeed a force that can not be ignored.

Many Jingdong fight together, Tencent Department of the left and right hands to fight each other.

Whether it's a lot of competition or Jingdong's purchase, apart from low price, the fission effect caused by social sharing is another major source of its vitality.

There is no doubt that this force can not be separated from Tencent's two social platforms, WeChat and QQ.

From the most traditional development path of the e-commerce platform, as long as the product category is sufficiently rich and unique, and the price is competitive enough, it will naturally attract consumers to come. But when this natural growth rate is becoming tighter and the difference between platforms becomes less obvious, marketing will have more new ways to play.

Social networking is such a potential new game.

As the saying goes, single music is not as good as music, the word of mouth shared on the basis of acquaintance's social relations, and the herd mentality that "others buy me or else I buy some", gives this kind of magic charm of the social Gang mode.

With the help of WeChat platform, many consumers have reached the target consumer group directly with very low cost and very short path.

You know, how much effort has been taken by Ali to get the volume of today's users, and how they want to create their own social networking network, and share a slice of the social business's bonus.

On the other side, Jingdong also relies on the flow of the big tree of Tencent to enjoy the cool.

Like many spells, they also get a multi-level entrance of WeChat and hand Q to enjoy the social traffic bonus of Tencent.

But almost all Jingdong, who won the Tencent's "help" in the same period, did not seem to be much more spelled together. They accounted for too much money from Tencent's social dividend.

At least, it is not as obvious as the effect of many spells.

Tencent's products have always had such a tradition of "right hand to hand fight".

I give you as much resources, you follow my rules and play, so everyone can really do it.

But in essence, this "de centralization" approach may not be consistent with the development logic of Jingdong's e-commerce platform from the very beginning.

Jingdong does need to continuously expand its source of traffic, but this is not its core competitiveness. The heavy asset model of supply chain and logistics, though "dragged" its early profit figures, has brought steady public praise and growth to its own mode.

Simply by draining from other platforms, it is impossible to achieve this volume today.

It seems that although Jingdong has launched a low price and traffic oriented Jingdong purchase, whether they will fully bet on the market is still unknown.

At least from the current development direction, this may still be a defensive tactic; in the long term competition with the same industry, this direction is unlikely to become a priority.

As for Tencent, as they have recruited more and more electricity suppliers and retail platforms, their conjecture has never stopped.

But for a Tencent that wants to become an Internet infrastructure, it may be the best annotation of this action that "drunk wine is not meant for wine".

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