According to the latest data published by the survey agency Ereli, Jingdong Mall has occupied half of the B2C market with a market share of 50.1%. Not long ago, Jingdong, as the first e-commerce company in China, faced many competitors and began to further integrate its own resources, and proposed a new idea of ​​"one-stop operation" of e-commerce.
Product aspect: The product review of Jingdong Mall with strict customs, multiple styles and price concessions has its own set of procedures: checking the qualification information of merchants - submitting application for residence - bilateral communication - confirming cooperation intention. And require the need to provide machine-printed invoices to ensure product quality; product line is rich, there are home appliances, books, clothing, cosmetics, luxury goods, maternal and child supplies, etc., consumers can choose on demand, breaking through the drawbacks of a single product; price In June, Jingdong Mall’s “History of the Strongest Stores in History†was kicked off. The sales of all types of products were oversubscribed and the history of discounts was rare. To reduce the profits of customers in order to achieve a return to the old and new, the profitability of products was reduced in the bond of product diversity. The purpose of the customer.
Marketing: A variety of channels to promote, brand a broad audience At present, Jingdong Mall's own brand marketing can be described as omnipresent. Online alliance promotion (such as Baidu network alliance promotion), microblogging marketing (such as buying large Tencent microblog for theme promotion), news propaganda; offline celebrity endorsements (such as actor Sun Honglei, host Meng Fei, car model Li Yingzhi Etc.), product sponsorship (such as "very do not disturb" female guests sponsored clothing) and so on. The marketing channels can be described as more blooming, the brand exposure is rational and orderly expanding, and the audience area is very wide, so that the settled businesses and consumers have achieved resonance in the brand recognition.
Logistics: Self-built logistics, covering the whole country, fast and efficient logistics affect the pulse of e-commerce. Jingdong naturally knows this. Since its inception, it has begun to deploy its own logistics system. The range of warehousing radiation and terminal radiation capabilities have covered most cities in the country. . At present, Jingdong Mall has six logistics centers in Beijing, Shanghai, Guangzhou, Chengdu, Wuhan and Shenyang. It has established city distribution stations in more than 300 key cities, and has established colleges and universities in most universities in China. It is a good guarantee for the last kilometer shopping experience for users.
It is reported that Jingdong Mall has already submitted an application for "Express Delivery Business License" to the State Post Office to further improve its own express delivery quality so as to achieve the purpose of improving user experience. As Liu Qiangdong said: "one world, one shop!" Let courier bring this world closer, so that courier will make this world only need a shop to complete the trading needs.
Open platform services: information seamlessly connected to the development of high efficiency of joint ventures The open platform services recently launched by Jingdong have undoubtedly injected a “stimulant†into their operational efficiency. The open platform can real-timely monitor the warehousing, distribution, customer service, after-sales, cash on delivery, return and exchange, and self-delivery operations of the affiliated merchants' products on JD.com, saving a lot of labor costs and time costs for merchants; At the same time, the data integration analysis and monitoring function of the seller's information system and Jingdong Mall's related information system has also been opened, which can provide merchants with data analysis of stores, sales, traffic, etc., to facilitate corresponding adjustments.
The open platform service launched by Jingdong Mall has not only improved its own operational efficiency, but also deepened the entire industry chain operation depth, providing a great “catalyst†for future scale-based operations.
In fact, under careful analysis, there are many bright spots about the one-stop operation of Jingdong Mall. The author only analyzed the above four types. The biggest feeling for me is that Jingdong Mall has an excellent product line and a mature operating mechanism. Through its own continuous integration to form an effective and safe commercial kingdom worthy of recognition by consumers, it is believed that with the passage of time, Jingdong Mall's future one-stop e-commerce platform will become more stable and stronger.
Product aspect: The product review of Jingdong Mall with strict customs, multiple styles and price concessions has its own set of procedures: checking the qualification information of merchants - submitting application for residence - bilateral communication - confirming cooperation intention. And require the need to provide machine-printed invoices to ensure product quality; product line is rich, there are home appliances, books, clothing, cosmetics, luxury goods, maternal and child supplies, etc., consumers can choose on demand, breaking through the drawbacks of a single product; price In June, Jingdong Mall’s “History of the Strongest Stores in History†was kicked off. The sales of all types of products were oversubscribed and the history of discounts was rare. To reduce the profits of customers in order to achieve a return to the old and new, the profitability of products was reduced in the bond of product diversity. The purpose of the customer.
Marketing: A variety of channels to promote, brand a broad audience At present, Jingdong Mall's own brand marketing can be described as omnipresent. Online alliance promotion (such as Baidu network alliance promotion), microblogging marketing (such as buying large Tencent microblog for theme promotion), news propaganda; offline celebrity endorsements (such as actor Sun Honglei, host Meng Fei, car model Li Yingzhi Etc.), product sponsorship (such as "very do not disturb" female guests sponsored clothing) and so on. The marketing channels can be described as more blooming, the brand exposure is rational and orderly expanding, and the audience area is very wide, so that the settled businesses and consumers have achieved resonance in the brand recognition.
Logistics: Self-built logistics, covering the whole country, fast and efficient logistics affect the pulse of e-commerce. Jingdong naturally knows this. Since its inception, it has begun to deploy its own logistics system. The range of warehousing radiation and terminal radiation capabilities have covered most cities in the country. . At present, Jingdong Mall has six logistics centers in Beijing, Shanghai, Guangzhou, Chengdu, Wuhan and Shenyang. It has established city distribution stations in more than 300 key cities, and has established colleges and universities in most universities in China. It is a good guarantee for the last kilometer shopping experience for users.
It is reported that Jingdong Mall has already submitted an application for "Express Delivery Business License" to the State Post Office to further improve its own express delivery quality so as to achieve the purpose of improving user experience. As Liu Qiangdong said: "one world, one shop!" Let courier bring this world closer, so that courier will make this world only need a shop to complete the trading needs.
Open platform services: information seamlessly connected to the development of high efficiency of joint ventures The open platform services recently launched by Jingdong have undoubtedly injected a “stimulant†into their operational efficiency. The open platform can real-timely monitor the warehousing, distribution, customer service, after-sales, cash on delivery, return and exchange, and self-delivery operations of the affiliated merchants' products on JD.com, saving a lot of labor costs and time costs for merchants; At the same time, the data integration analysis and monitoring function of the seller's information system and Jingdong Mall's related information system has also been opened, which can provide merchants with data analysis of stores, sales, traffic, etc., to facilitate corresponding adjustments.
The open platform service launched by Jingdong Mall has not only improved its own operational efficiency, but also deepened the entire industry chain operation depth, providing a great “catalyst†for future scale-based operations.
In fact, under careful analysis, there are many bright spots about the one-stop operation of Jingdong Mall. The author only analyzed the above four types. The biggest feeling for me is that Jingdong Mall has an excellent product line and a mature operating mechanism. Through its own continuous integration to form an effective and safe commercial kingdom worthy of recognition by consumers, it is believed that with the passage of time, Jingdong Mall's future one-stop e-commerce platform will become more stable and stronger.
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