Electric Business Continues Long Business Secret War

Business to business platform, is a partner, but also users, but the two sides will also turn their heads.

According to the world clothing shoes and hats net, this year's "6. 18" is coming to an end. According to the data released by Jingdong in June 19th, Jingdong mall has accumulated a total amount of 119 billion 900 million yuan during the big promotion period.

The eye-catching war reports are naturally gratifying, but there are also discordant voices.

On the day of June 18th, in the middle of this year, the banquet was still in full swing.

brand

There was a debate on the air gap with Jingdong. The result of the debate was that the flagship store was pulled out of the Jingdong mall.

Behind this is a long business secret war in the electricity supplier industry.

Jingdong cracking

As its own celebrating day, Jingdong launched the "6 / 18" national carnival on schedule, but there were also some "quarrels". Of course, this may also be expected.

In June 18th, the micro-blog certification company named Tong Feng, the founder of the company, issued a statement saying that all the functions of the flagship store, including inventory, price, page, and so on, resulted in the phenomenon of Oversale in June 2nd due to the locking up of Jingdong's flagship stores, including the inventory, price, page and so on.

Reporters entered the Jingdong mall on the night of June 18th, and found that the products were all showing no cargo status. In June 19th, reporters tried again to search for key words in the search column of Jingdong mall, and could not find relevant shops and products.

The news that the flagship store pulled out of the Jingdong mall was confirmed, but the Jingdong gave different views on the rhetoric.

In June 18th, Jingdong women's clothing issued a statement on the WeChat public number saying that in the Jingdong's women's clothing business department's "Jingdong clothing" 6. 18 "full category shop full discount" activities, many businesses have enthusiastically signed up and passed the qualification examination.

However, close to the "6. 18" big promotion node, as a result of the well-known reasons, a few individual businesses, including those who broke up, have proposed the withdrawal of the venue and exit activities, and the price of the same products in the flagship store of Jingdong has greatly increased to a far higher than the market price.

Jingdong women wear believes that due to the relevant promotional activities have launched a preheated publicity, breaking this behavior violated the original commitment to participate in the activities, the Jingdong women's clothing business department requires brand direction consumers to make price difference compensation, but the split does not accept this requirement, for this reason, Jingdong women's clothing Department will close the silk banner Jingdong flagship store.

Apart from cracking the silk, music also accuses the electronic business platform of killing the goose that lays eggs.

However, after failing to name the accusation, music also declared a good cooperation with Jingdong, implying another person.

Business continuity

The dispute caused by the "6. 18" promotion made the relationship between Jingdong and the split and silk move to the point where water and fire were not allowed.

As to whether the Jingdong will break off cooperation with the Jingdong after that, Jingdong and the responsible person in charge of rip and silk said in an interview with reporters in the Beijing Commercial Daily that no latest progress has been announced.

This situation can not help but recall that in 2015, before the "double 11", Jingdong issued a statement to recall the scenes of men's shoes brand Mu Lin Sen.

At that time, Jingdong said in a statement that as part of the "double 11" approach, some international and domestic clothing brand businesses were put under pressure by a platform, requiring brand businesses not to participate in other promotional activities such as Jingdong, and the activities that have already been launched need to be removed.

In the end, Jingdong announced in a statement that it would never cooperate with Mr.

The same scene reappeared this year, but the battlefield changed from "double 11" to "6. 18".

In June 6th, including Eve, Lily business fashion, Ordos and other brands in the official certification of micro-blog said, "6 / 18" period due to Jingdong background lock, inventory and pages can not operate, resulting in some goods may be oversold and can not timely delivery and other issues.

On the same afternoon, there was a turning point in the direction of public opinion.

Jingdong has been locked in the background of the business, according to business screenshots broke out, Tmall small two requires businesses: announcement, micro-blog, the next venue, otherwise it will punish businesses, stop traffic.

Channel hegemony contention

The surface is a public opinion dispute between Jingdong and a brand. Finally, it still comes down to the game between Jingdong and Tmall's two major e-commerce platforms and the underlying rules of the retail market.

In fact, in the development process of Jingdong, there is no less killing than it is now.

In 2012, Jingdong launched a price war voluntarily, and was surrounded by traditional electrical retailers such as Suning and Gome. Now it is only a trivial matter to retreat a few shoes and clothing brands.

According to public data, the total paction volume of Jingdong mall in 2013 was 125 billion 500 million yuan.

In this year's "6. 18", Jingdong mall's trading volume in 18 days has reached 119 billion 900 million yuan.

Jingdong group's total paction volume reached 658 billion 200 million yuan in 2016.

At present, the volume of Jingdong will not be affected by the withdrawal of one or two brand businesses. However, this is not a healthy development trend for e-commerce platforms or brand businesses.

An unnamed retail industry veteran said that compared with the traditional retail channels such as Suning and Gome, in today's electricity supplier era, the oppression of brand hegemony by channel hegemony is more obvious.

In the past, brand dealers did not participate in promotional activities of stores, so long as they did not supply them.

But now, the electronic commerce platform can lock the business page through the background operation. It can control the brand operators' online traffic in the whole country through traffic control, sandwiched between the two major e-commerce platforms, and the brand business is the most uncomfortable.

In the view of Li Chengdong, an e-commerce strategist, Ali Jingdong's fight will force brands to speed up their own third party channels to a certain extent, especially for WeChat platform.

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