The End Of Jingdong Tmall 618 War Means The Beginning Of The Retail War.

According to the world clothing shoes and hats net, 119 billion 900 million, this is

618 the last number.

And 618 Jingdong solo dance in previous years, other electronic business platform to accompany the pattern of running is different.

This year, Ali proposed the concept of new retail in the first 618 years after the big promotion, and its input force was unimaginable in any past year, which was also interpreted by Alibaba as a new model of Jingdong's home exercise.

And in "

Besides,

The platform also has a strong layout in terms of consumption upgrading: in May 23rd, Tmall held the "ideal life" press conference. At the press conference, Tmall announced that it had "completed the first qualitative change from satisfying the current purchase demand to defining the future consumption and business trend" in the industry. Two days later, at the launch of the 618 Shopping Festival, Jingdong put forward that this year's 618 will become the watershed of the whole Chinese retail industry. One of the bases is that it thinks that compared with the double price of the main price in the second half of the year, consumers will pay more attention to quality and brand during the 618 period.

This year 618 has ended, but the two bright data and endless confrontation show that the future retail war is just beginning.

New retail test cry

This year is known as the "new retail" year by the outside world, but in fact, from the perspective of the development of the electricity supplier, there is no so-called "pure electricity supplier era". Warehousing, logistics and distribution are inseparable from traditional industries. The so-called "pure electric business" is virtually impossible to talk about, and there is no substitute for e-commerce and physical retailing.

In Alibaba CEO Zhang Yong, the new retail is the use of the Internet and big data driven, reconstruction of traditional business elements in the "people's freight yard".

Insiders told Tencent science and technology that this year, in the traditional sense of Jingdong home, Ali has been extraordinarily active. An important reason is that Ali hopes to test the preliminary results of the concept of "new retail".

Beginning in June, Tmall first launched a price war, announced that it would give up billions of dollars with the brand side, and for the first time made a parity claim on the electrical appliances. Users who bought goods at Tmall's home appliances field could receive Tmall's cash compensation as long as they were more expensive than Jingdong, while the preferential activities taken by the Jingdong on household appliances included 50 percent off purchases of household appliances, and in from June 7th to 8th, 0 yuan of household appliances, 100 million coupons and other preferential activities were launched, of which the highest discount of coupons amounted to 1000 yuan.

At the zero hour June 18th, Jingdong 618 Shopping Festival opened the curtain. According to the data provided by Jingdong CEO Liu Qiangdong circle, its sales in the first hour exceeded 250% in the same period last year.

According to the data provided by Jingdong, in the field of household appliances, sales of TV, refrigerators and washing machines were broken in one hundred thousand minutes in ten minutes. In the ten minutes, the sales of household appliances in the United States broke 200 million yuan, and the sales volume of GREE 3 cylindrical variable frequency machines was over 30 million yuan.

The sale of air-conditioner category was broken 200 thousand times in half an hour, 6 times in the same period last year, and 800 thousand units sold in half an hour.

And when Tmall suddenly announced 618 overweight, Tmall consumers ushered in an explosion.

At 0 o'clock in June 18th, Tmall consumers bought 200 tons of milk powder in 5 minutes, bought 20 million diapers in 7 minutes, bought 320 thousand kilograms of Thailand durian in 14 minutes, and 10 million Lipsticks in 26 minutes.

Outside the traditional online carnival, the new retail line does show a hint of novelty.

In 618 days ago, Tmall specially invited LVMH, Burberry world class big name CEO to open a new retail closed door meeting, to explore new retail outlets online and offline, 618 is the first test field of new retail concept: in May 26th, Jingdong only started 1 days after the launch of 618, Ali announced its asset replacement with Shanghai Bailian Group and Lianhua supermarket, holding 618 of Lianhua supermarket, becoming the second largest shareholder of Lianhua supermarket. During the 618 period, Tmall built 8 19 cities 618 new retail experience Museum, and distributed AR eye, future dressing mirror, virtual fitting room, holographic projection area and a series of technology driven new retail activities with CPB, Lancome and Nike.

The Jingdong has focused its attention on the two areas of "convenience store" and "partner": 618 this year, 618 of the bright banner of Jingdong's service stores, home appliance stores, Beijing election space, mother and baby experience stores and new gateway service stores in the country's total more than 30000 lines. At the same time, Jingdong also worked with Yonghui supermarket and other retailers to set up the "Jingdong and Beijing election space" in the latter offline stores. On the eve of 618, Shenzhen also opened a home for WAL-MART to provide consumers with online shopping sites with online resources and offline experience.

Category changes under consumption upgrading

In the past, the biggest point of view was the paction data. The latest report shows that Chinese consumers are getting more mature and picky. The shopping Carnival of consumers is not only cheap but also quality, brand and personality.

Before the start of 618 this year, Jingdong jointly published the "new trend report on China's electricity supplier promotion" jointly by the twenty-first Century Economic Research Institute and the digital 100. Through the official data mining analysis of hundreds of millions of consumer behavior data, offline research and National Statistical Bureau of the Jingdong, it showed a trend of promoting consumer behavior in a big way.

The report shows that the rise of China's electricity supplier is also a stage of Chinese consumers' disposable income growth and consumption upgrading.

Consumers most expect the big promotion of electric business includes: 618, double 11, double 12, goddess Festival and so on.

Among them, June and November were the two peak orders, 618 and double 11 of the two business Carnival has been deeply rooted in the hearts of the people.

It is worth noting that Jingdong's big data show that users are concerned about quality, brand and price during the 618 period, while during the double 11 period, they are more concerned about price, logistics speed and after sales service.

It can be seen that "buying quality in the middle of the year and buying at the end of the year" has become the best choice for consumers. Consumers are more willing to spend money on high-value goods during the 618 period.

Jingdong CMO Xu Lei believes that consumers' tendency to choose "quality, brand and personalization" during the 618 period actually reflects the predicament of China's retail industry. It is not the shortage of commodities, but the choice of excess. It is not the price is too high, but the quality is not good; it is not the poor performance, but the lack of personality.

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"So the 618 year of the year's Shopping Festival advocated by the Jingdong is to make efforts to make young people look forward to the new pattern at this time of the year, to create new retail value with brands and many partners."

Xu Lei said.

Previously, Jingdong had proposed the concept of "softening". 618 of the data this year showed that the concept of "softening" had achieved initial results.

In the promotion season this year, Jingdong female consumers occupied half of the country. The number of female users participating in the promotion was ahead of men, and jewelry, clothing, luxury goods and fresh food products for female users increased significantly in the 618 sales.

Data show that as of 11 points, Jingdong jewelry category has exceeded 618 last year's sales, of which gold products are strong, China's gold sales have exceeded 13 of last year's total sales of 618, and Zhou Shengsheng's sales reached 2 times the whole day of last year 618.

The sales volume of fashion accessories has reached nearly 50 thousand. Fashion brands also show strong sales performance. Daisy London sales increased 30 times compared with last year, and She's sales increased by more than 200% over the same period last year.

In addition, as of 10, Jingdong's fresh orders increased by 970% year-on-year.

Among them, sales of cheese cake, ice cream, kiwifruit, mango, cherry and other products were significantly increased by female consumers. Sales of self operated fruits and vegetables increased by 2000% over the same period last year, and frozen food of self owned drinks increased by 1200% over the same period last year.

According to the Jingdong responsible introduction, compared with previous years, the addition of new entry such as smart fridge and tinkling speakers also allows consumers to snap up products from richer scenes and terminals.

The data show that 70% of the goods sold by consumers using smart fridge are fresh products.

In addition, during the 618 shopping season, the price of customers who buy many kinds of goods is slightly higher than that of weekdays, and better equipped and better brand products become the first choice for users.

Similarly, the trend of Tmall's consumption upgrade is obvious: at 0 o'clock in June 18th, the chopper party snapped up 200 tons of milk powder for 5 minutes, bought 20 million diapers for 7 minutes, and 320000 kilograms of durian in 14 minutes, and electric appliances, clothing, cosmetics, maternal and child fresh products and life consumption became the consumers' favorites.

In just 10 minutes, Tmall's clothing business exceeded 1 billion yuan, and the industry in the fast opening industry increased 378% over the first half of the year, of which Tmall grew 13 times over the same period last year.

The upgrading of consumption shows young, healthy, niche, diversified style, high quality, personalized development direction. Consumers are more and more interested in smart appliances, household products and good overseas goods, and also pay more attention to the specialty and quality of products. The overall consumption structure is pformed from rigid demand to personalized demand.

Speed up logistics

Before 618, Alibaba and Jingdong had just engaged in a dark battle in logistics.

During the 618 period, Jingdong and Alibaba also upgraded their logistics.

In addition to the strong strength of self built logistics, Jingdong's crowdsourcing logistics platform dada has also played an important role.

On the day of June 18th, dada announced that its order volume had exceeded 4 million orders on that day, refreshing the city express industry record of its daily volume of 3 million orders.

To achieve substantial growth in orders, it is derived from dada's own scale capacity, high quality services, diversified orders and leading technology.

It is understood that dada has about 3000000 distribution workers, covering more than 360 cities throughout the country, serving over 800 thousand business users and 30 million personal users.

During the 618 national Mid Year Shopping Festival this year, dada, in addition to taking orders from Jingdong mall, serves all the distribution orders of its "super O2O" platform, including Jingdong, restaurant, fruit shop, milk tea shop, flower shop, etc., and has more than 80 local businesses with local distribution requirements.

Dada Jingdong CEO Jia Kui Qi said: "during the 618 period, the dada logistics system and Jingdong logistics system in depth synergy, give full play to the advantages of mobile sharing logistics mode, through flexible and efficient social capacity to help Jingdong logistics improve the distribution efficiency during the order peak wave, and provide consumers with a high quality last mile distribution service."

At the same time, in some campuses in Beijing, Xi'an and Hangzhou, Jingdong has launched the express delivery of unmanned vehicles.

The unmanned vehicle can deliver 5 single or more than 100 kilograms of cargo each time, full of one power can walk 20 kilometers, is expected to become an effective supplement to Jingdong distribution.

However, with the help of rookie, this year Tmall distribution speed has also been greatly improved.

As of noon on June 18th, consumers in 254 cities across the country received the parcel purchased by Tmall in June 18th, covering all provinces of the country (except Hong Kong, Macao and Taiwan).

Data show that the top ten of Tmall's 618 parcels were Shanghai, Beijing, Guangzhou, Chengdu, Wuhan, Nanjing, Shenzhen, Ji'nan, Xi'an and Shenyang; the top ten provinces were Guangdong, Shenyang, Xi'an, China, Chengdu, Wuhan, Nanjing, Shenzhen, Nanjing, Shenzhen, Ji'nan, Xi'an, Wuhan, Nanjing, Shenzhen, Nanjing, Shenzhen, Ji'nan, Xi'an and Shenyang.

Tmall logistics speed up behind the logistics companies are using a lot of new technology to improve efficiency.

The supply chain of Bai Shi invested more than 40 cloud warehouses to participate in 618. 38 storm automatic sorting systems were all over the country. The accuracy of parcel sorting can be increased from 80% of total manual sorting to more than 99.9%, and sorting efficiency has increased 4 times.

Taking Jiaxing intelligent warehouse as an example, consumers can get order information immediately in the operation center after the order is placed on the electronic business platform. The average length of each package is only three minutes, and the accuracy rate of picking is almost 100%.

Zhou Xuanrong, head of the rookie alliance, told Tencent science and technology: "the 618 is the watershed of the electricity supplier logistics. After that, the logistics experience will be the same as usual.

Murmurs behind Aria

Judging from the current figures, Jingdong and Tmall have handed out a more perfect answer in the 618 war, but behind this bustle, they are still unable to get rid of some harsh murmurs. Although 618 of the past 618 have had a war of words, the intensity of this year is the most intense in recent years.

In June 14th, a reporter published an article entitled "Jingdong forcing merchants to raise prices for consumers".

Jingdong responded by saying that without verification, the article said that "Jingdong forced the Shenzhou Tmall store to increase its price" and "Shenzhou computer complained to the General Administration of industry and commerce".

After the article was released, Shenzhou computer denied its claim through its official micro-blog, saying Jingdong never asked Shenzhou computer Tmall flagship store to increase its price.

The price reduction of the brand computer during the 618 period is the profit making action that Jingdong has voluntarily lowered.

In addition, Shenzhou side also said that the WeChat dialogue screenshot in the article was forged, and the two sides launched a war of words.

Responding to the response of Shenzhou computer and Jingdong's computer office business department, reporters also openly expressed through micro-blog, "facts are facts. Jingdong's unreasonable demands for businesses and even coercion are far more brutal than media disclosure."

In this regard, Jingdong computer office business department again on the afternoon of 14, the views of reporters to refute one by one, and said it will resolutely adopt legal means to safeguard their legitimate rights and interests.

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On the day of June 18th, Jingdong also announced that it would close the Jingdong flagship store. In a statement, Jingdong announced that the company had withdrawn its exit from the venue during the 618 period and raised the price tag greatly. Therefore, the company announced that the women's clothing department would close down the flagship store.

In addition, there are reports that many men and women wear brands suspected of setting up the same promotional efforts with Tmall in the Jingdong, which caused Tmall's dissatisfaction. On the 618 day, Tmall was withdrawn from the main venue, including many brands of TOP brands including Han Du Yi house, Ru Bo silk, Hai Lan home, GXG and so on.

Related businesses told Tencent science and technology that the volume of TOP merchants was the product of Tmall's next meeting, which was constrained by the 1 product pressure of 2.

In addition to these disorderly competition, the once hot rural electricity providers have not performed well in these big promotions.

In 2014, it was called "the first year of rural electricity supplier" by the electricity supplier industry, but the time has passed in the past three years.

From the present point of view, during the 618 period of this year, the electronic business platform has not concentrated on the rural electricity providers, and the market has obviously insufficient feedback.

In recent years, manufacturers are committed to channel sinking, and the rural market has become a "battleground".

But in fact, the sinking of the channel is not an easy task. After several years of efforts, many business enterprises have only entered the three or four line market, and the real rural market is very few.

In addition, some commentaries also pointed out that at present, the electricity providers are still promoting the traditional promotion methods: discount, full gift, discount coupons, etc.

If new retailers want to really land and change the shape of China's retail industry, the electronic commerce platform needs more work.

More interesting reports, please pay attention to the world clothing shoes and hats net.