The Debate Between Cats And Dogs: Tmall Or Jingdong?

Yesterday, an article by Yun Yang Zi.

The supermarket said that you want to join the community supermarket to kill the hypermarket, do you believe it?

At night,

Also carry

Join the war.

What do you think of the recent hot online supermarket competition?

1, Yunyang Zi

Deputy director of Retail Research Centre, Secretary General of new retail advisory group

Jingdong's logistics surplus capacity has been highlighted, Jingdong storage area of 23 million square meters.

By December 31, 2015, the total number of Jingdong staff was nearly 110 thousand, and 8 of them were warehouses and couriers.

Jingdong logistics capacity surplus how to do?

The third party POP business is forced to become a self operated businessman, or the third party POP merchants are lure into the warehouse.

What will this bring? The contradiction between the supply and demand of Jingdong is worsening.

Tmall supermarket benchmarking Jingdong supermarket, of course, is price war, subsidy war, blocking action.

The more fierce the game is, the higher the sales volume of online supermarket is, but the bigger the loss of Jingdong will be.

This long-term loss problem is a threshold for Liu Qiangdong.

To sum up the above three points, Tmall supermarket is a strategic offensive weapon of Ali retail camp. It can operate at a loss in the short term, and can also drag down competitors for a long time without making money.

In short, Tmall supermarket must not be belittled. It is a sharp weapon for Ali.

2, Zhang Chenyong

The O2O project leader and associate member of a Listed Retail Group

Jiang Chao, the super general manager of the cat, said that he would strive to make profits in three years and profit at the latest five years. I believe that if we want to make a profit in accordance with the cat's super current mode, we must sacrifice the sales scale.

Tmall supermarket for customers is unified warehouse unified distribution, for suppliers is the point of settlement, from Tmall supermarket deduction points, the average rate of 20% points.

However, the gross profit rate is not equal to the actual gross profit margin. The characteristics of offline stores are 80% of regular merchandise sales, and 20% of sales of low margin gross sales. The online supermarket data will turn into a large proportion of sales promotion and less sales of conventional commodities, which will greatly reduce the gross profit margin.

Cats will often launch various activities, more common is 99 minus 50, full 199 minus 100, buy two pay first, these promotional activities cat will invest a lot of gross profit to support, many consumers rush to these activities.

According to industry sources, the number one shop that makes the online supermarket has an average gross profit margin of around 10%, which is still controlled in the first shop and there is no gross profit on the basis of large-scale subsidies.

Shop No. 1 has sacrificed sales scale for gross profit margins, and its annual revenue has fallen below 10 billion.

The proportion of warehouse distribution costs is about warehouse, trunk sorting, and last mile per 2:1:1. The "landing match" is not three links, one ordinary express delivery, and the cost is much higher than that of express delivery. According to the author's experience, the distribution packaging cost is not much more than 15 yuan per unit. It is hard to say that the price of the passenger exceeds more than 100, the gross profit is enough to support the distribution and packaging cost, and there are other costs. In addition, the growth of the distribution cost and the problem of environmental protection of packaging are not necessary, so it is not easy for the cat to realize its profit.

If we look at the results from the operation of the first store, the online supermarket mode is not sustainable. The sales of the first shop will also drop while the sales volume is down. There is no essential difference between the Tmall supermarket mode and the No. 1 store. The problem faced by shop No. 1 is also a problem that Tmall supermarket must solve.

The difference between Tmall supermarket and No. 1 store is:

1, Tmall supermarket has Taobao drainage, promotion cost is lower.

2, Tmall supermarket can increase new customers and increase purchases for Ali.

3, Tmall supermarket can stop Jingdong.

4, Tmall supermarket can promote the faster development of rookie network.

It is not possible to infer the future of Tmall supermarket from the result of the operation of shop No. 1, whether Tmall supermarket is worth investing in, or compare it with the estimation of income and input.

The core data of Tmall supermarket's long-term value is the repeat purchase frequency of regular commodities. Jiang Po, general manager of Tmall supermarket, said that Tmall supermarket repurchase rate reached 38% in the next month, and the repurchase rate reached 55% in March.

But it did not disclose how many sales promotions were in those repurchases.

The frequency of shopping for Hypermarket members I worked for was close to three times a month, higher than that of Tmall supermarket.

There is a possibility of eating low frequency at high frequencies. After all, Tmall stores, which are part of the supermarkets, are unable to operate, especially the high-frequency hard demand products such as public fresh frozen products.

Therefore, I suggest that Tmall supermarket should focus on the proportion of customers buying regular products and the frequency of repeat purchase. This data is reasonable to prove that the Tmall supermarket mode has a future, otherwise it will eventually face a dilemma similar to the clipper fall of No. 1 store.

3, Pan

A large retail group in China will not be destroyed, but it will inevitably decline.

The price of online supermarket does not coincide with that of hypermarket. I think their first opponent should be a warehouse member store.

The online supermarket first snatch the share of the hypermarket, then grabbed the community store in the pre warehouse mode.

The original value of the electricity supplier is commodity information interconnection, fragmentation time integration.

Now it has been targeted at real property costs and investment exports.

The ultimate injury is the national economy.

Supermarkets rely on creating a dynamic line, and the survival of category combinations is to let people flow and consume.

The electricity supplier can not build through the pit position to make the consumption chain elongate, and the overall domestic demand is suppressed.

The decline of shopping malls is equal to the decline of commercial bodies, which is equal to the retrogression of commercial real estate.

The economy is really irrevocable when the stores are down.

In theory, it should be the power supplier that is responsible for the operation of low efficiency stores and become a supplement to new consumption power.

4, SDU

A large retail group in China.

Convenience stores and community stores are combined with Tmall Jingdong, and the stores are down. Convenience store community stores have become a store that helps Jingdong Tmall sell at a low price.

I think the convenience store community store can not unite with Tmall Jingdong, but the pformation of fresh food and catering and community 020, perhaps there is still room for survival.

5, childhood

Community store operator

Which is the strongest online supermarket? You have to ask individual shopkeepers.

Online supermarket many preferential activities, personal can not eat, chain is useless, are individual supermarket took.

Now, my supplier is Jingdong, the second is Taobao and Alibaba, and the third is vip.com.

Finally, the traditional entity suppliers and wholesale departments.

I registered a lot of accounts. Raising gross margin by 10% is not a problem, especially to Jingdong's diamond grade.

Jingdong began to concentrate on the Jingdong supermarket last year, and at the beginning it did not know how much money it lost. Many supermarket chains bought goods from the top eleven.

Now there are a lot of restrictions. The biggest restriction is that the province can not place orders, only 99 or 199 of the ceiling.

There are also some "deficit reduction" measures, instead of using Jingdong coupons, limiting the purchase of X, and buying only one number.

Because it is burning money, so the more cheaper it is to sell with physical retailers, the opposite is true.

So how much money does Tmall supermarket get out to decide how much it can sell?

6, people are on the road.

A large regional group department store operator and associate member

The future of e-commerce platform must be differentiated. Many new models can survive. Tmall and Jingdong can play multi disk mode as the 1-2 place. I am more interested in the platform outside Tmall and Jingdong.