States United States choose "718" to fight the just passed "618"

On July 10, Mou Guixian, the chairman of GOME Online, tried to counter the Jingdong Mall, which is sinking propaganda through channels nationwide, using the marketing theme of "Ice-East 30 Days." The United States chose "718" to fight against the "618" that was just passed, not only because of the markedly accelerated expansion of Jingdong Mall after it went public, but also to the depths of Ali, GOME Online and Suning. More importantly, In fact, business opportunities have always existed, while the sinking channel is the country's strengths.

Jing-Dong Xu Lei, vice president, said the Jingdong as early as November last year, began brewing through the way of advertising in the rural wall advertising, as early as Jingdong finalize the channel sinking strategy. Obviously Jingdong Mall to set their own imaginary enemy is not the United States online, Jingdong goal is Taobao.

In this hot July, the major electricity suppliers are in full swing to prepare for the next round of competition, the channel sinking in the process of supply chain and logistics-based electricity supplier battle is a new "Cumulonimbus cloud."

Brush the wall to the caravan

A few million dollars in the wall charge for Jingdong's market cost is not much. Jingdong selected in addition to the northeast of the country six regions, a total area of ​​about 200000 square meters to brush the wall. This is just the first move.

According to the "One City, One Card" project plan formulated in Jingdong in January this year, Jingdong will advertise billboards in rural areas and on main road roads covering more than 160 cities in grades 4 to 5 - by the end of June , Has completed more than 150. In addition, Jingdong is still in the 3 to 4 cities in the city also selected more than 30 cities to do bus advertising throughout the year, starting in May Jingdong is also trying to use the county as a unit of resources through the way APP directly linked with the sales of some To promote cooperation, mainly in Jiangsu.

Although now Xu Lei can not figure out the effect of this figure, it is clear that the current goal of Jingdong hopes to bring more new users and mobile terminal usage together. This approach is roughly the same as Alibaba's previous efforts - after most of the first-tier and second-tier users have become regular customers, more fresh blood users are forced to pull offline.

Jingdong demanding such a marketing result, the company's marketing department have assessment indicators. This requires that the supply chain Jingdong first, otherwise, advertising will be beaten.

Economic Observer reported that Jingdong supply chain already entered a large-scale national expansion phase. Jingdong just started to make appliances, that radius of 800 km coverage, but in fact doing a discovery that 800 km can not be radiation - there are cost reasons. At present, Jingdong distribution of large appliances within 300 km, small items can be delivered to more than 300 km away from some.

The warehouse, the current self-built Jingdong own warehouse has more than 20 at the same time - despite the current Jingdong some of the warehouse or rented, but the company's long-term goal is to all self-built warehouse, warehouse for each place Not the same.

Jingdong's ultimate strategic plan, of course, is to encourage businesses to use the Jingdong warehouse, that is, the goods on the Jingdong warehouse, once someone orders, it will be Jingdong logistics distribution.

However, it seems that the plans of GMS Suning are not exactly the same.

Gome Suning logistics

Suning Yun Business Vice President Hou Enlong currently responsible for Suning logistics business. He praised the "cloud logistics" is that Suning master from the national Suning stores and online invoices, the vast amount of waybill information by area, time, type, urgency and so on, and then specify the shipping company sent to the courier company, and finally Deliver to the recipient. At present, Suning's 20 logistics cloud project has been put into use.

On the one hand, Suning made warehousing as a parallel distribution of five warehouses. On the other hand, the replenishment of some top-selling products and some explosion-proof models (promotions in e-commerce) for forecast marketing also brought the issue of the last kilometer Solve, but also solve the distribution of logistics above the radius of aging. In addition for some conventional products will have some selective coverage of 12 positions, in fact, one of the biggest function of logistics is to reverse the supply chain, logistics capacity-building process, the supply chain must be able to follow, so It is possible to implement a two-way cycle, just improving the logistics capacity is not enough.

Of course, Gome online is also in full swing layout.

On July 10, Mou Guixian, chairman of Gome Online, revealed to Economic Observer that Gome Online will confirm and launch the all-monthly promotion known as the strongest ever in the history of the country, called "Super GOME Month" and Super Gome Month overall marketing efforts will be greater than 618 specifications, in the commodity prices, logistics systems, after-sales service, user experience and other aspects of all-round upgrade, trying to expand the GOME online brand influence at the same time, truly provide users the most affordable and most enjoyable shopping experience.

"Three days a day, accurate delivery of up to, late to lose" super-logistics is bound to be this super Gome moon heavy drama. At present, Gome's "One-day-three-delivery" delivery includes tier-one and tier-two cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Wuhan and Chengdu. The delivery period of the whole day is divided into three delivery time periods. Order before the order, then the country the United States online at the same day 14: 00-18: 00,18: 00-22: 00 two hours to send the goods, if after 11 orders, then the country will be the United States online the next day The three time to send the goods.

Mu expensive first said, Gome online supply chain called the strongest in the industry, you can pass the scale of billions of dollars a year down the country's overall procurement costs GOME, so that enterprises have more price control.

Now, GOME online appliance distribution area reached 44500 areas, the future will be more cities, districts, streets, and even townships, villages are included in the scope of logistics and distribution, provided that there is a local branch of the country United States. In the breadth of the logistics area, the United States is constantly improving.

Obviously, in addition to Suning, Jingdong, Gome and Dangdang all held high in the channel, trying to quickly capture the market's absolute advantage.

Investment upgrade

Jingdong one of the profit model is to encourage POP (Point Of Purchase, borrowing Jingdong platform sales of third-party sellers) merchants settled, charge a platform fee. Businesses can take Jingdong's warehouse, using Jingdong match. This kind of construction of Jingdong considers the future - because the products that can be self-employed are always the standardized products, but the quantity of the products will not be particularly large, maybe hundreds of thousands, and may be less if they are divided into different categories . On the contrary, Jingdong POP platform merchants can put these non-standardized SKU (Stock Keeping Unit, a single product) filled.

However, Jingdong want to do this, you need to Jingdong warehousing and distribution as "one." To achieve this level, it is estimated Jingdong no second chance of trial and error.

Gome Group's senior vice president at this stage full of confidence, he said Gome large appliance logistics costs per single 80 yuan, while some competitors is up to 120 yuan per single. Suning reduces logistics costs by replenishing stores daily and increasing customer self-sufficiency.

Jingdong investment outside the estimated investment in the city after the completion of the distribution warehouse in the city can take a break after a while. In accordance with the general logic, the rest is to increase the scale advantage, that is, the cost of a certain situation, as long as the increase of single, revenue and profits came out.

However, Xu Lei said, in fact, not the case - because logistics is actually a continuous process of evolution. Based on the existing warehousing and distribution business model, Jingdong has not stopped doing some observations, pilot and evolution in the basic logistics evolved out of something new, business development needs to do some new business. In the way of freight, there will be innovation in the operation mode, in order to raise the cost and efficiency. Therefore, it is hard to say that Jingdong Logistics, which is profitable at a certain moment, is in a dynamic development. At this moment, it is sprouting its mighty force. Perhaps the next day it will break through and bring huge profits.

It is understood that Suning nearly 70% of the funds have been put into the logistics above, in other words Suning logistics for 20 years, but gradually delivered in recent years and use it. So important things logistics can not be completed within a year or two, so Suning's profits may be just around the corner, may need time to witness.

Jingdong in the logistics expansion can be described as the next full of effort. First, warehouse construction speed up. Jingdong has built a lot of FTC warehouse, 7 large area has a large central warehouse, the central warehouse to ensure delivery of goods in first and second tier cities, but if further away, the central warehouse will not meet the delivery, because the coverage is too large too Canton, so Jingdong has been building many large and small FTC positions to increase the speed of the last mile. Second, the number of distribution team recruiters increased, and most of the staff are going to lower-class cities, about 10,000 people.

However, first-tier cities such as Beicheng Guang are also increasing their distribution staff, but the rate of increase slows down. At present, the average order growth rate of low-tier cities is two times to three times that of the entire company in Jingdong. "Perhaps because of its relatively small base, so it still takes some time, such as a year or two, can reach the ideal state." Xu Lei explained.

Of course, the future as soon as possible to master the initiative of warehousing and distribution, Jingdong there is a "loan warehouse storage" mode.

Xu Lei said that in the long run, Jingdong actually needs to do this work. If some of these positions are your own, some of them are social forces that can be used, but they all use a unified management approach and a unified system To manage, this is a very good program - "walking on both legs is what we have been doing."

What many people do not know is that businesses now use "warehousing and distribution systems" in Jingdong's warehouses and cooperatives or cooperative warehouses, and they will pull their goods every day to the center of the branch in Jingdong. "For example, seventy to seventy out of 100 orders will be Jingdong, twenty to thirty are friends, and we do the same, and we are actually done now.

As for profitability, these companies have no time to take into account.