"618" Battle Of New Rivers And Lakes: Jingdong Seeks To Change Ali To Attack The New Generation.

In 2019, "618" in the middle of the big push already ended, although in the next few days still have a "rebate" discount, but in the past June 18th, is undoubtedly the peak of this carnival.

This year's "618" Carnival, in addition to the general consumer enthusiasm, the retail industry and even the capital market has additional concerns.

Jingdong retail group CEO Xu Lei first took charge of Jingdong's "618"; after 85, Taobao and Tmall President Jiang Fan fought the first battle; the new business tycoon founder Huang Zheng also launched the "618".

Behind this new battle, apart from many new faces that can not be overlooked, as well as new players from Suning, Gome and other giants "old gamers", they form a new "618" lineup. They represent their platforms to compete in core competencies around the whole channel, supply chain, sink market and retail technology. After this "618" mid year consumer event, for domestic electricity providers and even the entire retail industry, it is also a new battle.

"618" sixteenth years Jingdong change

In this "618" Carnival feast, no one relaxed the throttle, especially the home player Jingdong.

As the creator of "618", the pressure and challenge faced by Jingdong this year can be said to be unique. Internally, this is Xu Lei's leading role in the "618" show after Jingdong's retail group CEO. From the outside, Tmall, the old rival, launched the "home market war" with the scale of "618" going to "double 11". At the same time, the new business giant was also heavily involved in the "618" battlefield, with unprecedented competition. Against this background, Jingdong has to take steps to change.

The most obvious change is reflected in the organizational structure of Jingdong. In the announcement of organizational restructuring in December last year, Jingdong mall was divided into the front desk, the middle stage and the backstage, and divided into different directions. Using Xu Lei's Jingdong retail letter in June 18th this year, Jingdong mall has been adjusted from vertical vertical integration to the front and back stage of building blocks, which will make the operation of the organization more efficient.

And in the change of organizational structure, there are also many top executives. For example, the Jingdong 3C Iron Army's helmsman and Jingdong. fashion "Spokesperson" Hu Shengli, the president of the fresh business department of Jingdong mall, Wang Xiaosong, "the father of 7FRESH", is no longer the steer of the ship's bow in this year's "618". Instead, he killed in the front market, including the new head of Han Rui, the head of the platform group business center of the Jingdong retail group, Zhao Yingming, President of the group of fashion home platform business group of Jingdong retail group, and Wang Jing, director of the 7FRESH business of Jingdong.

For such a change, Xu Lei also mentioned in all the above letters, "more young people will take the key tasks, take the core posts, provide more fresh blood and continuous kinetic energy for the organization, and at the same time, the pace of the introduction of talents by Jingdong has never stopped." The adjustment of enterprise organizational structure and personnel level is aimed at a new round of growth in performance. What we can see is that the "three carriages" made up of Jingdong retail, Jingdong logistics and Jingdong branch are still the main driving force to promote the development of Jingdong, which has not changed.

From this Jingdong's "618" victory, we can see that the first spancript of "new people" surrendered.

Data show that from 0 in June 1st to 24 in June 18th, Jingdong's "618" global Mid Year Shopping Festival accumulated a total of 201 billion 500 million yuan, compared with the same period last year, the total amount of 159 billion 200 million yuan, an increase of 26.57% over the same period last year. It is worth noting that in 2018, Tmall double 11 spanaction amount was 213 billion 500 million yuan, 7 months later, Jingdong "618" order amount also broke through the 200 billion mark, and the two are not far apart, which is a milestone event for the entire Chinese Internet retail industry.

In addition to retail, in the early morning of June 19th, Jingdong logistics group CEO Wang Zhenhui also issued a letter to Jingdong logistics staff, saying that the "618" Jingdong logistics volume has reached a new high this year. The proportion of Jingdong logistics warehouses is in line with service orders. The proportion of orders on the day and the following day has been maintained at more than 91%, and the growth of open business has been strong. The income of non platform logistics services has increased by more than 120% over the same period.

Wang Zhenhui also said that Jingdong logistics is in a new stage of development. While doing internal performance well, it will continue to increase opening up and business innovation, focusing on the three major sections of supply chain business, express delivery business and intelligent platform of supply chain, so as to realize the overall upgrading of product capability, network construction and technological strength, and from "supply chain service" to "supply chain service + supply chain intelligent platform". Jingdong's "618" has grown from 2004 to the anniversary of a small e-commerce website. It has grown into a popular event in the whole year, which concerns the whole society and participates in the whole industry. This reflects the growth of Jingdong and even the domestic electricity supplier industry. But it can not be denied that in the face of the changes in China's retail market and consumer demand, and the increasingly fierce market competition, standing in the sixteenth year of "618", the future Jingdong will go where to let the outside world look forward to it. "At the junctions of reform, we must take the initiative to change." Xu Lei stressed in the full letter of "618" that day.

"In the next five years to achieve millions of business ecosystem", "vertically integrated business model will eventually be broken, Jingdong retail must implement a comprehensive open strategy." This is also the answer given by Xu Lei at this year's Jingdong "618" launch meeting.

Jiang Fan's first battle against Ali

In the past year, "618" Jingdong took the lead in firing the first shot, and Tmall made the difference in secret. This year Tmall "618" starts earlier than Jingdong. And at Tmall's "618" launch meeting, Ali claims that this year's "618" will be "double 11" in line, opening the largest investment in history. In the early warm-up period, Ali also tied up the three words "Tmall", "618" and "main battlefield".

Behind all this, it highlights Alibaba's ambition to win the "618" trend this year. In the industry view, this year's "618" Tmall will be so strong, in addition to fighting for the market, Tmall President Jiang Fan's promotion is also one of the important reasons. This year's "618" is also the first major training of Chiang fan after he took over as president of Tmall.

Looking back at the "618" performance, although Tmall did not have direct public sales, it was alleged that Tmall's "618" day turnover reached the all day performance last year. In addition, this year's Tmall "618", hundreds of domestic and foreign brand The turnover exceeded last year's double 11, the highest growth was over 40 times, and over 110 brands were traded over 100 million. At the same time, in the battle against consumers, the Juhuasuan Tmall "618" brought more than 300 million new customers to the brand.

Obviously, as Tmall's "618" trader, Jiang Fan took Juhuasuan as its biggest weight, trying to win the sinking market campaign by activating the "relying on Sky Sword" which has been sealed for several years.

According to Tmall's "618" war bulletin, in just 18 days, Juhuasuan brought more than 300 million new customers to the brand. Take Juhuasuan's flagship game this year, for example, "ten million explosive groups". As at June 17th, Juhuasuan had more than 180 explosions in the tens of millions of spanactions, and more than 4700 million explosions were sold, and more than 4200 pieces of products sold over 10000 pieces, and it was easy to complete the small target of 10 tens of millions of explosive groups and 100 million explosive groups each day. According to the background data, each sales volume of tens of thousands of explosions can bring thousands of new customers to the brand. Only in this way, Juhuasuan will bring at least 50 million of the brand new customers to Tmall during Tmall's "618" period.

The new generation is fighting against each other.

The "618", because of the first time to enter the game, in the past, "618", "cat and dog war" directly evolved into "cat and dog spell", and became a strong driving factor for the change of "618" and "new rivers and lakes". And the first battle of "618", a lot of strategies can be described in four words: "simple and crude." When it launched a big boost in June 1st, it announced that the joint brands would subsidize 10 billion yuan in cash.

According to the final battle report, the number of platform orders exceeds 1 billion 100 million points as of 0 in June 19th, and GMV grew by 300% over the same period last year.

It is worth noting that the "618" through 3C digital category has become a new driving force for the growth of orders in the sinking market. Allegedly, on its platform, 3C products in the sinking market orders grew for the first time over a second tier city, while about 70% of fruit, fresh food, food and other agricultural (sub) products orders came from a second tier city.

In this regard, many aspects show that 3C's sinking in the sinking market shows that "middle class consumption" is becoming the core driver of the "618" great promotion. Meanwhile, consumers in the second tier cities are showing the two trend of "downward trend and upward trend", which demand strong demand for the top commodities, and also the largest consumer group of the cheap agricultural products with direct origin.

Sitting on the trillion dollar market has become a new favorite in the past two years, and many representatives are not only spellbound, but also have begun to show their heads.

In addition, the giants' new approach to social interaction has become a new focus of the "618" battle. Whether Ali is betting on "Juhuasuan", or Jingdong's "national shopping day", Suning's "blending farm" and "spelling factory", they all show intense pursuit of "buy and sell".

It is worth mentioning that in the traditional "cat and dog" war, the "618" veteran Suning also has the potential of "tiger". With the latecomers to become more and more common, become the "618" new rivers and lakes in the most concerned about the spoiler. Battlefield report shows: from 0 to 24 in June 18th, suning.com's total channel orders grew by 130% over the same period last year. The sales of Suning retail cloud in the county town market increased by 230% compared to the same period last year. Sunning small shop's 6000 stores all went on sale, the highest daily sales of a single store reached 170 thousand yuan, and the highest Commission of Su Xiao group reached 24 thousand on the day, and the sum of Suning's purchase order jumped by 950%; the air conditioner category was beautiful, GREE, Haier ranked the first three, and mobile phone category apple, glory, HUAWEI ranked the first three...

The Gome retail performance data show that in the 18 day "618" activities, Gome GMV grew by 68% year-on-year, mobile terminal GMV grew 80% over the same period, and Gome GMV increased 77% compared to the same period last year. Among them, the household appliances service and the family's overall solution were concerned. The carrier platform of Gome GMV increased by 222% compared with the same period last year, and the new business (comfort home, IXINA, kitchen space, etc.) GMV increased by 197% compared to the same period last year.

Of course, since the outbreak of resonance on line and line last year, "618" has also become the season of offline retail carnival. Alibaba's home, Jingdong Five Star appliances, including Carrefour, WAL-MART, Wuming and other entities retail, with "618" rookie posture emerge in an endless stream, become "618" new rivers and lakes in the new variables.