Jingdong Beauty Make-Up Change: Or Completely Turn Off POP Shops To Self Run

September 5th news, a few days ago, a number of merchants to

It is reflected that the Jingdong cosmetic category will undergo a major adjustment in the near future: the original POP platform shops will be completely closed in two months and converted into Jingdong self employment.

This is also a category from POP to self-management after the category of washing and feeding.

A cosmetics dealer told reporters that a number of Jingdong cosmetics stores, including Han and post, had been inexplicably placed on the shelves, and predicted that Jingdong would be involved in the cosmetics category.

Korean bundles sold off shelves

In this regard, the reporter contacted a number of Jingdong POP platform cosmetics merchants.

A cosmetics brand business operator responsible person said, its brand Jingdong POP shop has been closed a week ago, Jingdong in the future will be all self operated mode.

This request is put forward by Jingdong's self management team, and its brand is also fully matched.

Above brand E-commerce

It is estimated that the proportion of Jingdong cosmetics category self run and POP mode will be adjusted from the current 6:4 to 8:2.

In addition, two cosmetics business leaders revealed that Jingdong will completely shut down cosmetics POP within two months, and turn to self run mode.

With regard to the adjustment of cosmetics category, the reporter verified the relevant situation to Jingdong officials. Jingdong responded that the news was not true, and Jingdong did not fully convert to self employment.

In addition, Jingdong did not disclose further information.

Although the Jingdong denied that the cosmetic category would be fully converted to self employment, the trend towards self tilt was obvious.

In addition to the reaction of businessmen in the above, the reporter also searched the key words of several cosmetics brands in Jingdong, and found that most of the brand search results, Jingdong self owned goods have occupied an absolute advantage, rarely seen POP shop merchandise.

Search for "Yu mud square", most of which are Jingdong proprietary products.

L'OREAL keyword search results page

As for the reasons why Jingdong made such a major adjustment, different businesses have different analysis.

A cosmetics brand Jingdong store operator believes that this adjustment is directly related to jumei.com's fake incident.

After the gathering of the United States, Jingdong has begun to make adjustments, and several categories of commodities that have direct contact with the human body have been adjusted.

It may be better to control the quality. "

Another cosmetics brand business person in charge said that a year ago, Jingdong knew that the cosmetics category would tilt towards itself, but only recently began to implement it quickly.

In his view, the Jingdong cosmetics category self collection is an inevitable trend, for the following reasons:

First of all, Jingdong believes that the advantages of the self run team can be extended from 3C digital to cosmetic category, and from the sales point of view, the sales situation of the self part of the cosmetic category is indeed better.

The responsible person said before that

Sales in Jingdong have been self operated better than POP.

"POP stores sell around 1 million per month, while self sales can reach three to four million per month."

Because of this, the adjustment of closing POP shops is relatively coordinated.

Second, Jingdong POP merchants' preference for Tmall may be another reason for Jingdong to make this adjustment.

"Most Jingdong POP merchants are used to directing traffic to Tmall, while Jingdong POP has been relatively neglected.

Therefore, in the short term, turning to self employment is more beneficial to Jingdong.

Cosmetics are similar to 3C codes. They are all standard products and are more suitable for self employment. "

In addition, Jingdong is trying to enhance competition barriers by increasing its proprietary category and fight Tmall with its own rules.

"Compared to the open platform, the threshold for self employment is even higher.

POP business has been difficult to catch up with Tmall's Jingdong. Rather than weak attack, it is better to choose self strengthening advantage.

It is understood that in July this year, Jingdong, a number of care and feeding shops broke the news that Jingdong operators Xiao 2 informed the business by telephone, Jingdong POP will close the care and feeding category, but BOE is still denied this situation, saying that it will also screen high-quality brand dealers in the late stage. This attitude is quite similar to the cosmetic category adjustment.

Another news related to this adjustment is that Jingdong has launched a new round of adjustment in its organizational structure, merging two sets of management systems (self and POP) under the same category into one line.

Jingdong official said that the original food, fresh, mother and baby, automobile parts (repair and maintenance, vehicle electrical appliances, beauty cleaning) and other categories were pferred to Japan 100 self management; nutrition and health care, automobile parts (vehicle, automobile decoration, safety self driving) were all pferred to POP.

Jingdong is the most concerned about the adjustment is undoubtedly its POP platform businesses.

Billion power network has learned through research that many businesses are very uncertain about the direction of Jingdong's future self run and POP.

However, after the listing, Liu Qiangdong repeatedly stressed and affirmed the value of self run for Jingdong, and even the profit margin also came from self employment.

In the latest Jingdong earnings call conference, Jingdong explained that the real growth of its second quarter sales did not come from 3C digital and other "fist categories" (self run), but the growth of the department stores and open platforms that had been seen as non core businesses.