Lock Jingdong Clothing, Suning Appliance, Electricity Supplier Two Choose A Mutual Tear History

A few days ago, in response to the issue of "two choices for the electricity supplier", Jingdong group issued an official statement: "forcing the merchant to choose two is illegal"; and Ali public relations chairman Wang Shuai believes that the two option is the competition means of some enterprises, which will alienate the most simple commercial rules to two.

Although Ali and Jingdong strongly deny that they want two of the businessmen to choose one, in the past melee, "two election one" has become a powerful weapon for them to defeat their opponents.

In December 8, 2010, Li Guoqing sounded the bell of the listing in the NYSE, and got $272 million for Dangdang. When asked about the use of funds, Li Guoqing said that he had to fight big price war and service war to seize the market share of his competitors. At that time, Jingdong books had been online for more than a month because of the need to expand the whole category strategy.

In the book area, Jingdong and Dangdang network collide directly. For this reason, Jingdong actively promotes a price reduction of 20%, and its members can also fold up to twenty percent off, while Dangdang uses a new round of financing to launch a price war: 199 yuan to 50 yuan, and 999 yuan to 300 yuan.

Defeating Jingdong is not a price war, but its book supply chain is surrounded by a nest. At that time, the Chinese book market, Dangdang, had about 600000 books, occupying 20% of the book market, while Jingdong only had 100 thousand books. With the absolute share of the market share, Dangdang asked the publishers to choose two. Yu Yu was not proud of being interviewed by the media. "Dangdang has more influence on the publishing industry."

Because the publishers chose to queue up, resulting in insufficient supply of books, 16 nights later, Jingdong chose to compromise.

As a rising star, Jingdong's supply chain has been threatened more than once. Earlier, due to the rapid growth of 3C electricity providers such as Jingdong, the sales of traditional household appliances declined. In early 2012, sales of home appliance chain stores represented Suning declined, air conditioners dropped by 32%, flat-panel TVs decreased by 27.9%, washing machines dropped by 18.4%, refrigerators dropped by 21%, and water heaters dropped by 8.9%.

In August 17th, Gome and Suning launched a nationwide promotion. The two sides jointly hoped to encircle the Jingdong. Each of the 1700 stores has achieved the same price under the online and offline products, and signed up a total of ten billion purchase orders with more than 100 brands worldwide.

In the face of Suning line's joint encirclement and suppression, Jingdong at that time occupied 38.1% market share in the 3C category, far exceeding the electricity share of suning.com 8.2%, and the mobile electricity supplier instead of traditional stores is becoming a trend. In early 2012, Jingdong sales growth was 15 times that of Suning, and had strong bargaining power for the supply chain of 3C and household appliances.

In 2012, due to the disparate market share, Suning could not contain Jingdong either by price or supply chain. By the end of the year, the registered users of Jingdong had exceeded 80 million and the total sales volume exceeded 60 billion.

Jingdong's supply chain has been attacked by its competitors, the field of books has been defeated, the 3C field has won, and the two campaigns have had different results. The reason is whether the market share of Jingdong can control the suppliers.

The similar situation is in reincarnation, but this time, the Jingdong turned from the defensive side to the offensive side.

During the 618 major promotion periods in 2017, we entered the female market in order to expand the categories of clothing and clothing. Jingdong asks clothing brand: withdraw from Tmall 618 or raise Tmall shop price.

At that time, Jingdong accounted for only 8.7% of the market share of clothing accessories, while the market share of Tmall was 80.7%. For merchants, it would be better to lose Jingdong or lose Tmall. Therefore, brands such as brother, Eve, Ordos Lily business fashion, initial language, Artka aka retro costumes, Yan domain, and seven Ge Ge refused to participate in Jingdong 618 activities. After being rejected by the brand, Jingdong directly locked the back stage, forced participation in the promotion of the venue, and undertook the difference.

Subsequently, Tmall asked the brand side two to choose one. Since then, more than 40 brands including OLNY, Slade, JACK&JONES and so on have withdrawn from the Jingdong, while Nike, Adidas and other sports brands are far less than SKU in the category of Jingdong. The clothing category that Liu Qiangdong once vowed to do was directly locked by two of Tmall's election, which could not pose a threat to the core female market.

Without market share and strong control over the supply chain, it will often fail.

5 months later, the double eleven, Jingdong retaliated offensive. In October 20th, the first day of Tmall double eleven pre-sale, Tmall and home appliance business telephone communication: Tmall made a good brand, Jingdong firmly refused to give any location of resources revealed; products must be on Tmall and Jingdong at the same time, the same price, even if Tmall dedicated money, Jingdong must also have.

At this time, Jingdong has the bottom line to restrict the supply chain of Tmall appliances. In 2017, the market share of Jingdong reached 60.8%, ranking the first place, far exceeding the market share of Tmall 28%.

The electricity supplier's "two election one" belongs to the dimension reduction attack. Like the two foil in the three bodies, it must be high latitude hitting low latitudes. Just like in the media press release, Tmall requires Jingdong to choose more than two merchants.

The competition in the supply chain is like a raging fire. It is just a bitter business.