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Double Eleven Jingdong, Many Gods Sink

2019/10/17 12:36:00 0

Double Eleven

More than half of October is already cooling down, but the online double eleven field is getting hotter.

This year, this is Ali (177.12, 1.83, 1.04%) led shopping carnival, the first to open the curtain is Jingdong. Although Ali and many of them have not yet declared the theme of this year, it is easy to feel that this year's double eleven will be a test for sinking market business.

   Sink down

The Jingdong launched a high-profile start yesterday, showing its own eleven cards in advance. From October 18th to November 11th, the Jingdong's double eleven front is still very long this year. In general, there are so many key words in this year's preparation of materials: sink, purchase, live broadcast, subsidy, etc. Subsidence is still one of the most stressed words.

It can only be said that Jingdong's desire for sinking market has become more and more obscure.

From 2014, there was no sense of existence, but when it came to a lot of new products, it was announced that it was independent operation, and now that WeChat has access to the WeChat level, the Jingdong is trying to patch up this class on three to six cities.

From the end of July this year, Jingdong began to provide many resources support to the buying and selling business, such as launching large-scale joint venture investment promotion in the whole country, formulating the policy of opening free platform fees and reducing the deduction to 0.6% and 6 hours for all categories of businesses, and announcing that the shopping portal of WeChat's homepage will be directly purchased and used by Jingdong.

However, it is now mid October, and there is no formal transfer of the first-class WeChat entry. But the name of Jingdong's purchase has been changed first, and it has been introduced emphatically. At the launch meeting, Han Rui, the vice president of Jingdong group and the head of the platform group business center of Jingdong retail group, announced the "Beijing Xi" online of the social business platform. He also said that Beijing Xi would provide huge subsidies to consumers during the double eleven period, and now it has stocked over one hundred million low-priced goods. Han Rui also told the media, including tiger sniffing, that there is no handover at WeChat grade one because it is still in the testing stage.

For the birth of Jingxi, Han Rui's argument is that this is a product with new play and supply chain. Businesses and users who use too many social networking buying websites should no longer be familiar with Beijing Xi's play: social play, multi-level sharing, low cost drainage by merchants, and transformation of users, and transformation of supply chain through C2M. The "Jingxi" upgraded by Jingdong is basically the main tool for Jingdong to face the sinking market in addition to its main station. It is also the main object of this year's double eleven Jingdong and its rivals.

However, compared to the Jingdong's main station and the many rings that have been knocking on the five ring gates, Beijing Xi's products are still limited. For this doubt, Han Rui said that Beijing Xi has already had one hundred thousand businesses, which can satisfy users' initial needs, and is still accelerating investment.

The sinking market has been described by Han Rui as one of the sources of Jingdong's "new traffic" this year (the other two are consumer upgrading and replenishment of categories). On the sinking Road, Jingdong has indeed harvested a user.

According to the contents of the two quarter earnings call conference, in the two quarter, the growth rate of Jingdong users from three to six tier cities was higher than that of second tier cities. Nearly 70% of new users came from low level cities, and more than half of them were from low level cities. In the first half of 2019, the number of active users of Jingdong has reached 321 million. The report of the state securities company has predicted that with the improvement of logistics facilities and the adaptation of goods, the penetration level of users in the sinking market will be further improved. The number of active users will be close to 330 million in 2019, and 346 million and 363 million people will be expected in 2020 and 2021.

   Smash money

It is hard not to be seen as another idea for Tencent to sink and buy the market by replacing Jingdong shopping at WeChat level into Beijing Xi. On the left hand side of the Tencent, Beijing Xi as a centralized shopping mode and a lot of fission social interaction modes with the right hand side will have a secret comparison.

The sinking of the wind is caused by a lot of fighting. The sinking of the gods shows that the crisis awareness of Ali Jingdong has been enough.

Although it has been Taobao, Tmall and not Jingdong, many of them are standing on the opposite side of the market. But this is mainly based on high frequency consumer goods. The proportion of urban users in the three line and below has already exceeded 60%. In 2018, GMV has reached 471 billion 600 million yuan, and the number of active buyers in the platform has reached 420 million, which has exceeded Jingdong, and the market share of the whole network is 5%, which is closely related to Jingdong. There are also data shows that in July 2019, a lot of Jingdong users with the coincidence degree has reached about 46%.

A lot of such achievements are, in a sense, smashed up by money. According to the results of the report, the 2019 quarter marketing cost has reached 107.5%.

If you want to play in the sinking market, you will have to take the first step. Although it is doubtful that a lot of money will be used to get the long-term effect of draining, it still tells people how much it tastes when billions of subsidies are used.

It's a good time to hit money. Some time ago, the iPhone11 series, known as the "lowest price of the whole network", brought a lot of traffic to the competition. According to a lot of official data, the sales of iPhone 11 series mobile phones increased by 20 times compared with the same period in September 20, 2018. This year's "618" period, out of the "10 billion subsidy" strong preferential strength, many orders increased year by year, active users also increased to 483 million. At the moment, a lot of forecasts have been announced. This year's double ten will continue to subsidize to seize more market share.

Another "10 billion subsidy" has also come. Because of subsidies, Jingdong said that this year's double eleven is the largest in history. It is understood that Jingdong will increase subsidies to some high priced products this year, including 3C, daily necessities, cosmetics, big health, big cars and some cross-border goods.

For this year's so-called "ten billion subsidy" of Jingdong, Han Rui said that it is not to simply distribute money, but to help brands better establish contacts with users. If brands have a price image requirement, Jingdong will not strongly demand subsidies to cut prices. "This is different from some other e-commerce platforms. We do promotions and profits, not only for money, but also for the opinions of brands. Whether subsidies are subsidized or not is a decision after consultation with brands. " Han Rui said.

But after throwing money?

The income of the sinking market has considerable space, but in addition to solving the problem of new traffic, logistics and other infrastructure are waiting to be done.

The above-mentioned State Securities report also pointed out that in fact, Jingdong, which has an absolute advantage in logistics, has no obvious advantages in terms of logistics services in the sunken market compared with rookies. Especially when rookie shares the "four links" (Tantong, Zhong Tong (20.82, 0.12, 0.58%), Baishi (5.13, 0.01,0.20%), Shen Tong) express company, the advantages of the platform mode are highlighted, and the sharing of warehouse resources is conducive to the large-scale coverage of the sinking market. Jingdong's logistics needs to be further invested in the transportation capacity, facilities and charging mode of the low level cities.

It is not easy to achieve higher performance efficiency in the sinking market. Jingdong wants to complete the guarantee of the performance efficiency. All offline outlets, brands and offline stores (convenience stores, Jingdong computer digital stores, Jingdong homes, front-end stores) must be encouraged.

However, at the start of the meeting, the Jingdong once again stressed the renewal of logistics efficiency in the earlier period: half an hour in the urban cluster, and 24 hours in the county town. This is a double eleven of its specific performance.

Either-or

This year's double eleven looks more likely to be placed on the competition of several platforms. Double eleven has not been officially launched, and the battle of two elections has been fought.

Double eleven opened on the eve of the Jingdong for several years, and the prosecution of Tmall has made new progress in the dispute over the abuse of the dominant position of the two party in the case of "two election one". In the dispute over the jurisdiction of the court (the case was first accepted by the higher people's Court of Beijing, but the case was heard by the Zhejiang Provincial Higher People's court), the Supreme People's court recently ruled that the Beijing Higher People's court had jurisdiction over the case and dismissed Tmall's appeal.

Finally, Ali Wang Shuai sent a response to the two election on the Internet: "we really do not want to passively cooperate with some enterprises without bottom line and endless speculation." "The so-called two election is always a false proposition. If you remember correctly, the two election is also a means that some enterprises often use to compete." "Two election is a normal market behavior, but also a good currency to expel bad money."

The next day, after launching the meeting, vice president Song Yang of Jingdong also responded to two choices in the circle of friends: "the two choice and the deepest injury is not Jingdong, but those who run around busy day and night. The scarcity of platform resources should encourage businesses to develop more channels and platforms. Selling more is a little bit, rather than using all kinds of means to threaten and suppress. The result of drying up is to make the business of the world more and more difficult."

The meaning of war is getting stronger and stronger. This is not difficult to understand. After all, in the background of the traditional electricity supplier dividends and the growth of users hit the ceiling, their competition has shifted from traffic to platform, and then to the giants.

The latest data released by QuestMobile on several platforms show that in August, the number of users of Taobao mobile APP was 642 million, the number of users of Taobao Alipay small program was 115 million, the panoramic user scale after re loading was 691 million, the number of APP users was 381 million, the number of users of "multi WeChat small program" was 100 million, the total panoramic user scale was 429 million, the size of Jingdong APP users was 246 million, and the number of users of Jingdong WeChat small program was 87 million, and the panoramic user scale after being re loaded was 313 million.

After the double eleven this year, the pattern of data should be cleaned again.

Money and gunpowder have been floating over eleven this year.

Source: Tiger sniffing APP

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