618 smoke dispersed, electric quotient duopoly pattern has been set

This year's Jingdong 618 is nearing the end, and in previous years, 618 is becoming a double 11 like the industry festival, which reflects the changes in the electricity quotient, the electric business industry is forming the Beijing-east and Alibaba two integrated electric business rivalry between duopoly monopoly pattern.

618 change: From encirclement and suppression to the hero of Guangdong

In previous years, 618, more like the major electric dealers in the Siege of Beijing east, to the death of Beijing. But there has been a big change in the 618 this year. Major electric dealers began to occasion 618, although still aimed at the Beijing-East tangle, but the strength of the gap has not changed, more like a thigh marketing strategy.

Gome Online is the most determined leader of the electric business in Beijing East, not only names the name of the Beijing-east, and the Open and Jingdong "about the price", can be everywhere and Jingdong tied to do marketing; a shop is also not weakness, a high-profile launch of 3C promotional activities, but also shouted with the Beijing-east parity of the slogan; old Enemy Dangdang is also war in the vanguard of Jingdong, Guoqing shouted " Kick 618 ", and Beijing-East confrontation, their promotion is mainly concentrated in the book field, incidentally, clothing, toys and other categories.

Cat this year also high-profile participation in, they launched the year to promote also pointed to the Beijing East 618, especially in the 6.18-day digital 3C special session for 3C was started in Beijing east. On June 18, the cat also released data on the sale of 1 million handsets, the intention of the Beijing East is very clear.

However, unlike in previous years, with the Beijing-east listing, as well as the Beijing-East comprehensive strength of the promotion, these electric dealers more like a ride in an opera, the objective on the contrary to enhance the visibility of 618, so that 618 more become the industry-wide promotional festival. Just imagine, as onlookers, the major electric dealers in Beijing and east, unanimously the promotion of their own name 618, not to say that Jing Dong has become a martial arts master? Are you saying that 618 has become the symbol of the electric business industry? Jingdong data show that 618 of the day under the single volume compared to the same period last year, the growth of more than 100%, mobile end of a single volume accounted for the overall proportion of 1/4, which also fully explain the other electric dealers, Jing Dong still sell bright eyes.

Jing Dong this year is also quite clever, since everyone recognized me as the martial arts leader, simply the hero of the command of the princes. Jing-dong in 618 on the eve of the hero, inviting the major electric dealers in 618 to let consumers, chieftains the world. More let each big electric dealer is in chieftains role. These are explained, 618 is from the former Jingdong go into a whole electric business industry festival.

Why does it form "the top 6.18 after 11.11"?

In short, the electric business industry has formed a "top 6.18 after 11.11" phenomenon, that is, formed the first half of 618, the second half of the 11 two key nodes. Jingdong and Alibaba have been zoned Jiang and governance, according to one side of the industry hegemony, the electric business industry is forming the two companies duopoly monopoly pattern. The reason why this situation, behind the fact is more complex.

First, this is the choice of consumers. For online shopping, consumers are often unable to remember the address of each segment of the site, they are more inclined to the integrated online shopping platform to search for their own products. For example, you can't buy wine remember a website, buy cosmetics remember a URL, buy a computer to remember a Web site, buy a phone to remember a URL ... The best way to do this is to get a one-stop shopping site. Consumer demand makes many electric dealer website Shuffle, finally formed Alibaba and Jing Dong two integrated electric quotient potence two yuan pattern.

Second, this is the choice of brand manufacturers and industries. For brand manufacturers, if only a comprehensive electrical business, then it is unsafe, can not evade the risk, because the eggs are safe method is not in a basket. Objectively, brand manufacturers and industries require the existence of a second integrated electric Company. This pattern is most in line with the interests of the industrial chain, if the industry only an oligopoly, will inevitably endanger the industrial chain, and if the industry is too many participants, the full competition of the internet characteristics will make the reshuffle intensified, and ultimately the resources to 2 leaders focus on the formation of a relatively stable two yuan pattern.

Third, Alibaba and Jingdong business model also represents the two types of electrical business operation and development direction. Alibaba is a light mode, not involved in the operation of the electricity business, but rely on operating flow to obtain income; Jingdong is a heavy mode, in-depth involvement in the purchase, operation, logistics, after-sale, relying on the user experience of Word-of-mouth to achieve development. These two models are more typical of the electric business model, two companies in their respective models are represented, this is one of the two companies can form a duopoly of an important reason.

Need to point out that Alibaba and the future of the Beijing-East competition will be more intense, Alibaba in 618 cloth pieces, Beijing East also in the double 11 put heavily. Especially in the field of mobile electric business, Alibaba through a large number of mergers and acquisitions, the embryonic form of the flow of the Empire has become, jingdong through the cooperation with Tencent, micro-letter and mobile phone QQ to achieve borrowing. The future of these two super heavyweight rivals will be in the mobile arena.

6.18 and 11.11, the two major electric Shang festival behind, is the Beijing-east and Alibaba two models of the peak duel.