The first push coverage of the widest range of standardized products, everyone electric delivery door-to-door

Ali group Taobao, Cat Electrical city, poly cost-effective joint, with the Rookie Network Platform logistics Standardization Services, mobile Taobao two-dimensional code-sweep code, etc., fully close to the three or four-line urban shopping consumers, the first push coverage of the widest range of standardized products, everyone electricity door-to-door, the electricity to more than 2,600 counties, More than 38,000 township, covers village.

This is another round of arms races.

July 10, Gome online chairman Shangui first tried to use the "Ice East 30 days" marketing theme activities to combat the nationwide channel sinking propaganda mall. Gome chose "718" against the "618" that had just passed, not only because Jingdong Mall after the expansion of the listing speed is significantly accelerated, the expansion of the depth of Ali, Gome online and suning hinterland, more importantly, Guixian that the opportunity to subvert the electricity market has been in fact, and the channel sink is Gome's strengths.

Jing Dong vice President Xu said that the Beijing-east as early as last November began brewing through the rural brush wall advertising way, as early as the Beijing-east to finalize the channel sinking strategy. It is clear that Jingdong Mall to set their own imaginary enemy is not gome online, Jingdong's goal is Taobao.

In the heat of July, the major electric dealers are gearing up for the next round of competition, channel sinking process to supply chain and logistics as the main battlefield of the electric business War is forming a new "cumulonimbus".

Paint the walls to the caravan

Millions of yuan of brush wall fee for Jingdong market cost is not much. Jing-dong chose to brush the wall with a total area of about 200,000 square meters in addition to the Northeast China six large areas. And that's just the first move.

In accordance with the "one city, one card" project planned in January this year, Beijing East will play billboards in rural areas as well as roads and trunk roads, covering more than 160 levels of 4 to 5 cities--by the end of June, more than 150 have been completed. In addition, Jing-dong also in the 3 to 4 cities and selected more than 30 cities to do the whole year of bus body advertising, beginning in May Jing Dong is still trying to use the county as a unit of resources through the app and sales directly linked to a number of promotional cooperation, mainly concentrated in Jiangsu region.

Although Xu is not yet able to use numbers to prove the effect, it is clear that the goal at this stage is to combine more new users with the use of the mobile end. This approach is roughly the same as many of Alibaba's previous efforts – after most of the one or two-line users have become regulars, more fresh-blood users are being pulled offline.

Jingdong to such a market to promote the results of a very high demand, the company's marketing department have evaluation indicators. This requires Jingdong supply chain to first, otherwise, advertising will be white dozen.

The supply chain of Jingdong has already entered the stage of large-scale national expansion. Jing Dong just started big home appliances, think the cover radius of 800 kilometers, but actually do do to find 800 kilometers is not possible to radiation-this has cost reasons. At present, the Beijing-East large household appliances distribution range within 300 kilometers, small pieces of goods can be distributed to a distance of more than 300 kilometers away.

and warehouses, the current Beijing-east to buy their own warehouse has more than 20 at the same time under construction-although the current jingdong some warehouses are still rented, but the company's long-term goal is to build all their own warehouses, each place warehouses are different.

Jingdong's ultimate strategic plan, of course, is to encourage businessmen to use the Beijing-East warehouse with, that is, put the goods in the east of the warehouse, once someone placed a single, through the logistics of Beijing and East distribution.

But it looks like Gome's plans are not exactly the same.

The logistics of Gome Suning

Suningyun Vice President Hounron is currently responsible for suning logistics business. He respected the "cloud logistics" is Su Ning to master from the national Suning store and line of the invoice, will be a large amount of waybill information by region, time, category, emergency level, and so on classification, and then designated transport companies sent to express delivery company, finally delivered to the recipient's hands. At present, Suning's 20 logistics cloud project has been put into use.

Suning on the one hand warehousing into five warehouses parallel to the shop, on the other hand, some best-selling goods and some of the explosion models (electric business promotion) to carry out the forecast marketing replenishment, the last kilometer of the problem has also been resolved, but also to solve the logistics of the distribution of the radius of limitation. In addition, for some conventional goods will have some selective 12 warehouse coverage, in fact, one of the biggest functions of logistics is to reverse the supply chain, logistics capacity building process, the supply chain must be able to follow, this will be possible to implement a two-way cycle, just the logistics ability to upgrade is far from enough.

Of course, Gome Online is also in the midst of a busy layout.

July 10, Gome online chairman Guixian revealed that Gome online will be through the group's various resources support, confirmation, the introduction of the so-called history of the strongest one of the entire monthly sales, called "Super Gome Month", Super Gome month overall marketing efforts will be more than 618 major promotion of specifications, in commodity prices, logistics system, after-sales service, User experience and so on all-round upgrade, trying to expand Gome online brand influence at the same time, truly provide users the most affordable, most enjoy the shopping experience.

"One day three Tatsu, accurate distribution timing, late on the compensation" of the Super Logistics is this super Gome month's blockbuster drama. The current Gome online "day three" distribution range including Beijing, Shanghai, Guangzhou, Shenzhen, Wuhan, Chengdu and other one or two-line cities, the whole day delivery time divided into three delivery period, if the user before 11 o'clock orders, then gome online can be in the day of the 14:00-18:00, 18:00-22:00 two hours to deliver the goods, if the order after 11, then Gome Online will be the next day three time to deliver the goods.

Guixian said Gome's online supply chain is the strongest in the industry and can pull down Gome's online purchasing costs by Chi other sizes every year, giving companies more control over prices.

Now, Gome online distribution area reached 44,500 areas, the future will be more cities, communities, streets, and even villages and towns, the village is included in the logistics range, provided that the local Gome online branch. In the breadth of the logistics area, Gome is constantly improving.

Obviously, in addition to Su Ning, Jingdong, Gome and when all in the channel line held high, trying to quickly occupy the market absolute advantage.

Investment upgrades

One of Jingdong's profit models is to encourage pop (point of Purchase, third party sellers who use the Beijing-east platform for sale) to settle in and collect platform fees. Merchants can take the Beijing-East Warehouse, take the Beijing-East match. Jingdong's construction takes into account the future-because the proprietary category will always be a standardized product, but the number of items will not be particularly large, perhaps hundreds of thousands of, to the various categories may be less. On the contrary, Jingdong's pop platform merchants can take these non-standard SKUs (stock keeping unit, single).

However, to achieve this, Jingdong needs to make the warehouse distribution of Jingdong "one". To reach this level, it is estimated that Jingdong did not have a second chance of trial and error.

Gome Group's senior vice president at this stage of his confidence, he said Gome's big household electrical goods logistics cost is 80 yuan per single, and competitors are up to 120 yuan per single. Su Ning reduces the logistics cost by filling the stores daily and increasing the proportion of the customers.

Outside the forecast of the investment in the 46-tier City warehouse distribution is completed after the timely rest. According to the general logic, the rest is to improve the size of the advantage, that is, the cost of a certain situation, as long as the increase in the single volume, revenue and profits came out.

But Xu says it's not-because logistics is actually an evolving process. Based on the existing business model of warehousing and distribution, Jingdong has not stopped doing some observation, pilot and evolution, in the basic logistics staged new things, business development needs have done some new business. There will be innovation in the way of freight transport and operation mode to improve cost and efficiency. So it is difficult to be profitable at a certain moment, in the dynamic development of the Beijing-East logistics business, at this moment is the germination of its powerful power, perhaps the next day it will be broken cocoon and out, bring huge profits.

It is understood that Suning has nearly 70% of the funds are put into the logistics above, in other words, suning construction of logistics has been up to 20 years, only in recent years gradually delivered and used. Logistics Such an important thing can not be done in a year or two, so Suning's earnings may be around the corner, perhaps still need time to witness.

The Beijing-East in the logistics expansion is a foot in the effort. First, the construction speed of warehouse allocation is accelerated. Jingdong has built a lot of FTC warehouse, 7 large areas have a large central warehouse, these warehouses guarantee the distribution of one or two-line city goods, but if farther, the central warehouse is not satisfied with the distribution, because this coverage is too wide, so Jingdong has been building many large and small FTC warehouse to improve the speed of the last kilometer. Second, the number of distribution team recruiters increased, and most of the people are going to lower-level cities, about 10,000 people.

The first-tier city distribution staff, such as north-Canton, is also increasing, but the pace of growth is slowing. The average growth rate in lower-level cities is about twice times to 3 times times that of the entire BoE company. "Perhaps because its base is relatively small, so still need a certain amount of time, such as a two years or so, to achieve the ideal state." Xu explained.

Of course, the future as soon as possible to master the initiative of warehousing and distribution, Jingdong also has a "borrow warehouse storage" mode.

Xu said that in the long run, Jingdong is actually going to do the work, if there is a part of the warehouse is your own, part of the warehouse can use the power of socialization, but all with a unified management ideas, a unified system for management, this is a very good plan-"walking on two legs is what we have been doing."

A lot of people do not know the fact is that there are already businesses are using Jingdong warehouse and with or is the Cooperative warehouse "warehouse with the system", every day will pull the goods to the east of the center of the rudder. "For example, seventy or eighty of the 100 orders will be Jingdong, twenty or thirty are friends, we do the same, we are in fact already doing." It's like the day cat shipments. ”

And as for profits, these companies are too busy to consider.

Wen/Listen to June sister said