Liu Qiangdong: Making Money By Jingdong O2O, Even He Doesn'T Believe It.

Recently, Jingdong reported that the transaction volume exceeded 260 billion yuan in 2014, and the net loss was close to 5 billion yuan.

When is the Jingdong? profit Liu Qiangdong gave the answer 5 years ago: "I never set a profit in the interior, but I still have no plans." In a word, Liu Qiangdong did not know when he would lose money. At the same time, Liu Qiangdong also admitted that O2O is one of the current losses in Jingdong group.

Cooperation with convenience stores is the largest pie ever painted by Jingdong, but there are still many problems at present. Convenience stores have a narrow coverage radius, a small number of personnel, and a price game with the platform. At the same time, people's consumption habits have not yet been formed, and the shopping needs of community convenience stores are random. These details will affect the final effect of cooperation between the platform and convenience stores.

To realize Liu Qiangdong's idea of "real-time point to point" logistics and distribution, how much logistics team do we need to build? At present, the existing logistics and distribution of Jingdong can only basically meet the needs of a second tier city, and then go deep into the three or four line cities, it is hard to say "real-time point to point"; if we rely on the convenience store's own distribution, it is not the logistics that Jingdong controls by itself, "real time" is not guaranteed to be reliable. If it is the distribution of low priced small commodities (for example, the delivery of a package of sugar), the convenience stores will be disdained to take orders.

Liu Qiangdong analyzed Jingdong before O2O Business said, Jingdong's O2O business will mainly focus on the super business, that is, oil, salt, vinegar, leek, cabbage and other low price fresh raw top. The Jingdong first delivers the goods to the warehouse and delivers it to the buyer. Qiang Dong Liu It is emphasized that through online sales and convenience store delivery, the whole logistics cost can be reduced to less than 5 yuan, and it will be better to buy a bottle of vinegar by buying more than one time through technical means. We can count it down for only a few dozen yuan so that we can have the possibility of making profits.

Then the problem is coming! "Through technology, we can let customers buy more at once". Who will buy a few packages of sugar and several bottles of soy sauce every day? If we can't get enough orders, the cost of logistics will not be smooth enough. Besides, who will open a computer for a bottle of vinegar and go to Jingdong to find a convenience store order, submit it and wait for delivery?

So, I say that Jingdong doing O2O is a pleasant story, which is not wronged at all. Liu Qiangdong: when the online traffic volume reaches a bottleneck, the big business people are eager to get the flow under the line to the online platform. Therefore, with the wonderful slogan of "O2O", the merchants under the line will be recruited to their own banner. The motive is to cheat the traffic and cheat the resources. Therefore, for Jingdong without offline entities, O2O is only a means of diversion.

In retrospect, Jingdong chose the time to announce its O2O strategy on the eve of IPO (announced the O2O strategy in March 17, 2014 and listed on NASDAQ in May 22nd). This is definitely not a coincidence in time. O2O is the hottest marketing mode at the moment. Under the general layout of BAT, O2O has not only narrowed the distance from BAT, but also enhanced the imagination space. At the same time, the story of cheating the offline resources can also be described as tall.