Tmall Double Eleven, Ali From Open To Closed Jingdong Opposite

"I (Ma Yun) heard that a company said he had recruited twenty thousand express personnel, he was doing e-commerce, I was anxious for him, I think this is going to die.

We must make the rest of the society live and work well for you.

If the service is not good, you can invite a better one. "

Two years ago, CCTV dialogue, Ma Yun is so evaluation of rival Jingdong, in a word, Jingdong is too closed, does not conform to the spirit of new business civilization.

Two years later, Jingdong did not die and went public.

Then, although Alibaba did not own logistics staff, but in 2013, 1 billion 857 million invested in home appliances logistics. In order to support Tmall's super user experience and invest in Vientiane logistics, in 2015, 10 billion huge sums of money were invested to improve the logistics channel of Ali.

A month ago, East elder brother wrote an article, "Ali is more and more" self "," Jingdong "is more and more light" platform ".

Ali increased the last mile logistics direct investment and strengthened the control of business links.

Ali and Jingdong mode are very different, but the bigger difference is WeChat's centralization of the electricity supplier mode.

The article is relatively long, mainly three parts, dry goods are full.

First, analysis of the two kinds of electricity supplier mode, convergence is the mainstream, but centralization is irresistible.

Two, "Beijing Teng plan", Jingdong from closed to open

Three, "Tmall double eleven", Ali from open to closed

First, the debate between the aggregation mode and the decentralized mode.

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Two years ago, East brother wrote a seemingly fantastic article, "Ali Tencent Jingdong three points in the world" in 2015.

Two years later, is that true?

Jingdong's annual turnover is approaching 600 billion yuan, while WeChat's central business has been blocked many times by Ali, and it is strictly forbidden to solidify its members through WeChat.

There are many models of media coverage, including C2C mode, B2C mode, B2B2C mode, O2O mode, and Ali hope C2B mode.

There are many concepts. Around the two angles of user demand and brand demand, there are only two core models.

Polymerization mode. Find everything here.

A simple model of loyalty to channel aggregation is aggregating traffic, aggregating brand names (goods) and one-stop shopping experience.

From the perspective of users, compare brands here, compare prices, compare services, and then choose to be satisfied with your brand.

Under the mode of aggregation, the brand is kidnapped.

In the electricity supplier, information is highly symmetrical and convenient for users to contrast, so it becomes extremely extreme.

Of course, the same is the aggregation mode, also divided into weak control Taobao platform mode, and strong control Jingdong mode.

Taobao Tmall platform mode, can correspond to the traditional line is the market, department stores.

Consumers have unlimited quantities of goods and merchants to choose from. Merchants can independently manage the sale of goods.

Under this mode, the choice of users is infinite. The problem is that it is possible to pick up high performance price ratio, and also pick up fake and shoddy products and experience poor merchants.

If a businessman makes a good explosive product, he may get rich overnight. He may also lose control of his inventory because of gambling mistakes.

Taobao platform itself does not buy and sell goods, it only provides trading platform and tools, charging fees and commissions from the middle.

The difference is that because the shelf is infinite, so Taobao, Tmall can be loaded with products, brand is infinitely much richer, and there is no high real estate rental costs.

Jingdong Dangdang retail mode, can correspond to the traditional line is Suning, WAL-MART, Xinhua Bookstore and so on.

Through large-scale self built warehousing and logistics, Jingdong can enjoy guaranteed goods and distribution return services, while businesses are only responsible for product development, production and marketing, and then sell, warehousing and logistics matters to Jingdong.

In this mode, it is easier and easier to shop and sell.

Retailers mainly enhance the upstream bargaining power through the scale effect, increase gross profit margin, enhance efficiency and reduce costs, thereby achieving profitability.

What's different is Jingdong ratio.

The SKU is much more abundant. WAL-MART's largest store is 50 thousand SKU, while Jingdong sells about 2000000 of its own SKU, with a platform of more than SKU2000.

The flow of traditional retail is too dispersed and hard to cash in, and Jingdong self aggregated the users of the traffic, which can make open platform and earn advertising revenue.

De centralization mode, better brand life to better serve users.

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Loyalty to the brand's decentralized mode simply explains that it does not aggregate traffic, nor does it aggregate brands. It does not provide one-stop shopping experience and takes the brand interest as the starting point.

In traditional retail, brand self shop is not attached to shopping malls. Online retailing is the official website.

In the traditional retail, GREE, Haier, and a large number of traditional clothing brands, in order not to be kidnapped by channels, is also to better serve users. Apart from the major channels, a large number of brand self operated stores have been opened up.

Therefore, if we seriously analyze these decades' Chinese brands, there are obviously more channels for us to have their own channels than those without their own channels, of which GREE is the most typical.

The way online retailing is embodied is the independent brand B2C website. APP, the official website of the traditional brands in the US Gap and Zara sells well.

A few years ago, the brand of scouring was basically hung up, while the traditional brands of burning money were quite large, but there was no brand that the official website had built up.

Until the emergence of WeChat public service number, the emergence of WeChat micro shop.

At a press conference a few days ago, JACK&JONES said that half a year in 2014 sold more than 200 million in WeChat's Micro store, which should be considered a miracle.

Now the micro shop mode is becoming more and more.

Instead of wasting money to do the official website and APP without anyone watching it.

The aggregation mode is very good, but centralization is also becoming more and more important.

So whether the aggregation mode is good or the centralization mode is good, inertia thinking is of course good aggregation mode, because the aggregation mode takes user interests as the starting point, so that users can choose more cost-effective brand products.

In fact, it is not the same. In the middle of the polymerization mode, the channel business also needs a wild goose, and the cost of the channel basically accounts for 10-30 points.

In the decentralized mode, the brand is directly facing the users. This money can not only benefit the users, but also stay behind to develop the brand.

Besides being less convenient, it is actually more conducive to consumers.

The electricity supplier's polymerization mode has three great harm to the brand.

First, under high symmetry information, the price is lower and lower, and there is not enough high gross profit margin to develop space brand.

Secondly, in order to get a better flow location, the business cost of bidding for acquiring traffic is higher and higher.

Finally, the brand wants to avoid vicious competition, and commodity innovation and operational innovation can not be protected, and there are too many copycats.

The vast majority of merchant brands will be caught up in the vicious price war whirlpool, especially in the open and non regulated Taobao mode.

Why are sellers selling at any cost? That's not surprising.

If you don't make money, you have to find other ways out.

At present, WeChat shop and its traditional official website are far more expensive than APP. The cost is also very low. The operation is also very simple. Many people directly use WeChat to add fans to make friends circle.

But the problem is also more difficult, no traffic, member management orders can not meet the demand for large-scale growth, and the next line stores, there is no logistics solution to achieve closed-loop.

So here we have to say "Beijing Teng plan"!

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Two, "Beijing Teng plan", Jingdong from closed to open

"Beijing Teng plan" is the "open plan", the two big background environment.

Many years ago, there were many articles, and many of the big sellers of Taobao talked about it. With Taobao, China's economy will not be pformed successfully. Taobao belongs to a model that will make all kinds of bones dry. Chinese brands will be killed.

There are some extreme words, but it does highlight the difficulties of the current brand in the operation of the e-commerce platform.

The Beijing Teng plan certainly has a strong meaning for Tmall's double eleven, but it must be more than eleven.

You can simply understand the support brand plan based on the trend of centralization of electricity providers.

The second major background of the "Beijing Teng plan" is the large-scale online marketing under the traditional line, online catering, traditional retail (clothing department stores, supermarkets, convenience stores) online, hospital institutions online, and so on.

All of these online are based on the WeChat public platform.

Of course, many of these services can be achieved directly through WeChat interaction, but how to get the scale of the retail traffic and how to close the loop is a big problem.

How to implement the Beijing Teng plan, fission effect, closed loop experience

Going to the center is pretty good, but the story of the shop is pretty good, but there is no traffic.

Therefore, the East Jingdong thought that this time Tencent joined hands, the account was unified, and the two companies jointly directed the brand store directly to massive traffic.

Of course, Beijing Teng data sharing, brand can also directly buy accurate traffic.

A more pressing trick is social traffic. A case may be taken. Users bought the towel of big park, which is especially useful. The brand also comes with 50 coupons, which can be shared in WeChat's friends circle or group, so as to stimulate word-of-mouth marketing to buy more users.

This kind of fission effect is very amazing. Everyone who has seen dripping ticket in WeChat group will understand this reason. Social traffic and shopping flow are not so far away.

There are many offline stores on WeChat, which have made public numbers, but also pulled customers' attention from many stores. However, most of them can only send advertising and promotional information to stores, and can not do closed loop pactions.

Since the order is placed, orders can not be delivered to consumers in time.

In the "Beijing Teng plan" announced the scene, JACK&JONES boss talked about the current ten cities to achieve the same day.

East brother guesses nine times out of ten, using the social logistics solution of Jingdong.

At present, Jingdong is the main provider of distribution facilities such as super convenience stores, cakes, restaurants and so on. Naturally, it is not a problem to expand to clothing.

Therefore, Jingdong, as the core strategic partner of Tencent, will become one of the largest bottom supply chain logistics payment service providers in WeChat centralization business, and further promote the pformation of Jingdong logistics from cost center to profit center.

All in all, there is a fundamental difference between the Beijing Teng plan and the previous large-scale platform organizing a lot of goods and purchasing massive traffic sales.

Three, more and more closed "Tmall double eleven", Ali retrograde

Tmall will be very interesting and interesting this year. It is not interesting to invite Feng Xiaogang to engage in the eleven evening of the Ali double. The shopping festival has become an entertainment carnival night.

What's interesting is that at the end of the year, a player of the same magnitude will play the stage.

Compared with the total paction volume, Jingdong is almost 1/6 of Ali, and it is still very difficult to fight with Ali in the main venue of Ali.

But this year Tencent decided to give full support to Jingdong, so double eleven became the ultimate confrontation between Ali and Beijing Teng.

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Ali double eleven hands play key words "exclusive" closed

Among many people's impression, Ali is a very open and shared Internet ecosystem.

Ali will not do anything, Ali people are also willing to share, plus Ma Yun everywhere to talk about Ali's fairness, equality, openness and sharing spirit.

But in fact, Ali is getting farther and farther away from these spirits and should be more and more closed.

Brand exclusive control goods.

In the last six months, thousands have been signed.

Exclusive exclusive agreement, only allowed to sell in Ali, especially can not sell to Jingdong, but also must get the lowest price.

Double eleven, more, forcing suppliers to choose a team of two.

Communication with several big sellers, this year is more serious than in previous years.

Do not sign a written agreement, oral "confession" every day, let the seller make a promise.

After controlling goods, it is buying up the flow.

Because double eleven is the peak of the whole network online shopping, in addition to Jingdong, vip.com, jumei.com and other hundreds of vertical electricity providers will also make big promotion, in all media advertising, traffic competition is very intense.

Of course, Ali is not bad money, everything can be excluded from it, buyout, especially with ALI investment relationship.

This kind of play makes an inappropriate analogy. In order to ensure that Tmall double eleven is 80 billion, by forcing the team to stand by, as far as possible, only Tmall can have good goods on sale that day, and then close the door of other shops.

Despite the complaints from suppliers, it is useless for me. I am the master of my site. I really show the true colors of the hooligans at home. I don't care about the interests of businessmen and sellers.

Finally, the double eleven turning point, Ali Jingdong parted ways!

After two years of CCTV dialogue, the closed Jingdong joint Tencent has gone all the way to centralization and opening up. It fully supports brands, shares all channels, shares their data, shares all traffic, and shares Jingdong's warehousing and logistics infrastructure.

But Alibaba has chosen to arrange the protocol, the data interface restriction is more and more, the traffic is more and more closed, no matter whether the merchant makes a profit, he is thinking about how to firmly bind the brand to Ali.

Ali defeated the competition by opening up, but this time he chose to be closed.

Ma Yun now does not know whether there is a feeling that Ali is becoming more and more closed, which does not conform to the trend of new commercial civilization. This time, Ali stands on the opposite side of the trend of the centralization of the electricity supplier, standing on the opposite side of the seller's interests.