Jingdong Double 11 Fission: Beijing Xi Online Main Attack Market Sink Billions Of Subsidies Fire

On the occasion of double 110 Anniversary, Jingdong also had different ideas.

"Sinking market is an important direction for the future development of Jingdong. We also hope to deepen the market." In October 15th, in an interview with the twenty-first Century economic report reporter, Han Rui, vice president of Jingdong group and head of the Jingdong retail group platform business center, said: "our train of thought and way is to go through the main station sinking and Beijing Xi sinking two wheel drive and two pronged approach."

Jingxi is an independent product of Jingdong's main social business and sunk market. It has quietly launched APP and small programs in September 19th. On the 15 day of the Jingdong double 11 launch meeting, Han Rui officially announced the news of Jingxi on the line, and said that during the double 11 period, the joint business would provide huge subsidies to consumers, stocking more than 100 million yuan.

At the same time, Jingdong's main station will promote large spike killing business and cooperate with Beijing Xi to sink into the sinking market. "We upgraded the spike at the main station and became a big spike business. It will be the sharp knife for the future main station to sink." Han Rui introduced, "around the Jingdong supply chain, we will expand the factory direct supply of industrial parks. The big spike can be said to integrate the supply chain of C2M and factory direct supply and deliver it to consumers.

Beijing Xi formally launched

It is appropriate to describe "Jingxi" with "endless calls".

As early as the two quarter of this year, after the publication of the conference call, Jingdong said that it will upgrade to WeChat's first level entry before October 1st, and build WeChat's first entry into a new mode specifically aimed at WeChat's ecology, especially women and low line markets.

Since then, Jingdong has also mentioned on many occasions that products will be focused on the market on an independent line. Today, Jingxi is the ultimate "finished product".

"Jingxi is a new social networking platform for Jingdong. The game is brand new and the supply chain is brand new." Han Rui told the twenty-first Century economic news reporter, "it is integrated with the supply chain of Jingdong's main station, but the independent team is responsible for its independent operation mode."

However, around the long-awaited Jingxi's entry into WeChat's first level entrance, Han Rui told the twenty-first Century economic news reporter that he is still testing. "The first level entry of WeChat is one of the most important resources of Jingdong and WeChat cooperation, so we will be very careful in any action here. This entry Jingdong has been in operation for five years, and there are many old Jingdong users, so we will conduct rigorous tests on any changes.

Beijing Xi's on-line signifies that the Jingdong has tentacled its tentacles to the market of many wars, and this is not without reason. From the current data, the value of the sinking market in the electricity supplier gradually highlights.

Take this year's 618 as an example, Ali, Juhuasuan as the focus of the sinking market battlefield, pulling Tmall nearly 1/3 turnover; Jingdong, the low line market orders growth is two times the overall growth of Jingdong; and for many, the performance of low line users is more conspicuous, as of 11 points in June 5th 300 million orders, from three cities and below the city's orders accounted for 70%.

But why do we have to adopt an independent APP strategy? Former Tencent and Jingdong strategic analyst and business angel investor Li Chengdong told the twenty-first Century economic analysis reporter that Jingdong launched an independent "Beijing Xi", which is a strategic move to attack and sink the market. "The purchasing power of the sunken market is different from that of the Jingdong, which forces Jingdong to make such a product separately, and make some adjustments in the supply chain and businesses."

"If you do not share the price, it is difficult to separate the price. It is very difficult for Jingdong users to find many comparable prices in the purchase." AI media consulting CEO Zhang Yi bluntly said, "after separation, Jingdong can use another system to organize separate suppliers and related costs, and compete with them."

Huge subsidies for war

In addition to Jingxi on the eve of double 11, Jingdong has also suppressed many big moves this year.

"During the double 11 period, we will continue to make substantial concessions on the basis of regular concessions, which is really subsidized by the real gold and silver for the very high recognition of explosive products, including daily necessities." Han Rui said bluntly, "the biggest bright spot of Jingdong double 11 this year is that this is the biggest double 11 in our history."

Han Rui describes the coverage of Jingdong's 10 billion subsidy this year with "everything available". Whether it is high priced unit, high cognitive product, or lower unit price and daily necessities, the double 11 will be subsidized. The category covers 3C electronics to consumer goods to clothing, and even covers life service products such as big health, big cars, medicine and so on.

It should be noted that the ten billion subsidy of Jingdong is not simply "throwing money", but is intended to help brands strengthen their ties with users. "From this point of view, we have great respect for the wishes of brand dealers. He has a price requirement and Jingdong will never overtake it." "In any form of profit, we are not only because of strength," he said. "We want to respect the brand's desire and convey the information of the brand to users in a more reasonable way."

Jingdong expects that during the double 11 period this year, Jingdong will sell 1 billion 200 million cheap goods and touch up to 500 million of the emerging market users.

Before this, many users reported to the twenty-first Century economic news reporter that the number of Jingdong's main sinks is far less than that of the Beijing hi tech platform, and the price is not attractive enough. But now, with the opportunity of double 11, Jingdong will soon compete with each other to launch a "hand to hand fight" on the price.