Ali Jingdong 6. 18 Electricity Supplier War: Big Data Circle Of Powder And Another Two Election

The atmosphere of the war is "

"

Before the arrival of the store, it had already permeated.

Yesterday, the news came out in the industry that the flagship store on Jingdong mall vanished, and only a small number of Lenovo phones were sold for the third party shops in Hongkong.

Reporters opened the Jingdong mall mobile APP, entered the official flagship store of lenovo mobile phone, lenovo mobile phone products showed "no quotes", "the merchandise has been under the cabinet, I am very sorry!"

But Wang Chuandong, vice president of Lenovo and CMO of China, said it was due to a system failure.

In addition to this "episode", this year's opening of the electricity supplier war is somewhat different.

In June 1st, Alibaba and Suning were

A strategic conference was held. The high profile announced that it would open up user resources, traffic resources and big data resources to partners, form a "King alliance" with the brand giants, and jointly launch a trillions of smart building plans around the brand.

At the press conference, TCL Group Chairman Li Dongsheng, chairman of the group of Fang Hongbo, Lenovo Group Chairman Yang Yuanqing and other brands of big business people came on stage.

At the launching ceremony of Jingdong's "6 / 18 quality Carnival" recently, Jingdong has brought many brands, such as GREE electric board chairman Dong Mingzhu and HUAWEI consumer business CEO Yu Chengdong, to the stage.

In August 2015, Alibaba announced its strategic investment of RMB 28 billion 340 million yuan to become the second largest shareholder of Suning.

Meanwhile, Su Ningyun merchants subscribed 14 billion yuan to new shares of Alibaba group.

The two sides announced a comprehensive strategic cooperation.

Ali Suning has caught the attention of the industry and is accused of competing against Jingdong mall.

According to AI's 2014 China B2C shopping website paction scale market share data released, Ali's Tmall occupies the first place in the market, Jingdong ranked the second place and Suning ranked third.

People in the industry say that brand traders are increasingly becoming the counterpoise in the competition balance of the domestic e-commerce platform. The battle has long been filled with smoke between the two platforms of Ali and Jingdong.

"Two choice one" electric business war staged for many years

Before the big promotion of the electricity supplier platform, the news of "two election one" and "getting off the shelf" of the merchants came out, which seemed to be a reserved program.

The eve of "6. 18" is no exception this year.

In 2013, when Ying Chun Chun, vice president of Jingdong mall, published an article entitled "two elections, this road leading to slavery, are you leaving?" in 2015, Jingdong also reported to Alibaba by the State Administration for Industry and Commerce on the grounds of "two election one" to disrupt the order of e-commerce market.

In response, the Alibaba responded coldly: "for competition, the final solution is to let consumers choose."

In July 2015, UNIQLO, who just entered Jingdong, quietly closed its flagship store.

Just three months ago, Jingdong CEO Liu Qiangdong high profile platform, UNIQLO invited to Jingdong.

UNIQLO's explanation for the flagship store is "electronic commerce strategy adjustment."

According to people familiar with the matter, the UNIQLO suddenly withdrew because of pressure from Alibaba.

UNIQLO opened its official flagship store in Tmall in 2009. In 2014 and 2015, UNIQLO ranked first in Tmall's "double eleven" clothing brand.

In 2015, before the "double eleven", the famous snack brand three squirrels Jingdong flagship store suddenly closed shop, but after 17 hours, three squirrel flagship stores resumed on Jingdong.

Prior to this, the "wood Lin Sen" flagship store was also exposed due to the cancellation of Jingdong related activities, was accidentally closed shop.

Zhang Liaoyuan, the founder of three squirrels, told reporters on the matter that the outside world had misread the "two election one", and three squirrels were not afraid of it.

He believes that the electricity supplier platform only plays a role in the channel, and once the brand is established, the impact will be truly valuable to consumers.

Branding business begins to become calm

Unlike a few years ago, in the panic state of "Internet color change", we urgently sought the pformation of the Internet. The Beijing News reporter obviously felt that the offline branding merchants had become more leisurely when facing the Internet platform.

In June 1st, Alibaba and Suning jointly held a strategic conference to summarize the 10 months' honeymoon period and announced the new three year strategic plan.

At the press conference, TCL Group Chairman Li Dongsheng, chairman of the United Group, Fang Hongbo, Lenovo Group Chairman Yang Yuanqing and other brands came on the stage and spoke with great confidence.

"Our products are not only sold through the platforms of Ali and Suning, but also through other channels.

We need to see which channel sells more. "

Li Dongsheng said.

Yang Yuanqing made similar statements.

Yang Yuanqing said at the scene, "we are not afraid of bigger channels, and the price is tough." because competition is the main theme in this era. Lenovo now has four channels, including direct e-commerce, direct retail, indirect business and indirect retailing.

Which channel is efficient, we will use it. "

Electricity providers "joint vertical and horizontal" to win over businessmen

By the end of March 31, 2016, according to the total paction volume of China retail trading market (GMV) of Ali group, it had surpassed WAL-MART to become the largest retailer in the world.

The combination of the old Alibaba and the old three Suning is a natural deterrent to the Jingdong.

However, the online retail market in China has not been monopolized by the channel of Alibaba, the old three Suning.

The rapid growth of Jingdong is one of the reasons. According to the financial report, the total volume of Q1 Jingdong in 2016 was about 130 billion yuan, an increase of 55%, reaching nearly two times the average growth rate of the industry.

At the same time, Jingdong is not fighting alone.

Prior to March 2014, Tencent and Jingdong have established strategic cooperative relations, and the former has opened two major entries, WeChat and mobile QQ.

Jingdong WeChat, mobile QQ shopping has attracted more than 800 million people to participate.

After the alliance, the two party camps are exerting their abilities to win the brand and businesses.

According to the report card released by Ali Suning in June 1st for ten months, it is one of the highlights of the two sides to get through the logistics system.

In recent years, Jingdong, which built its own logistics earlier, has been opening its logistics and distribution system to the society in an orderly way.

Before this year's "6. 18", it also announced that the third party stationed in the Jingdong warehouse could provide warehousing free of charge as long as the inventory turnover days were less than 90 days.

Ali Suning is not to be outdone. Under its three-year planning framework, Suning and Ali's rookie logistics warehousing and logistics supply chain will be further opened to third parties, providing tens of thousands of square meters of warehousing and distribution system to brands and small and medium retailers.

And commitment, will reduce the 30% logistics distribution costs.

Electricity supplier war to use big data circle powder

"If we can better feedback the needs of our customers and share our customers' data, let us know and create products in a targeted way and sell them to customers through channels. This is the most effective way."

Yang Yuanqing said at the conference of Ali Suning.

Li Dongsheng, Fang Hongbo and other gangster also showed the desire to open up user data on the stage, referring to the reverse product based on big data, C2B products.

According to the Beijing News reporter, Suning and Tmall two systems of commodities, logistics and paction data have been shared.

Retail sales data and user purchase behavior data can be seen in the background of Tmall.

But if brands want to have more applications on the retail base, they need to cooperate with ALI deeply.

In addition, Ali will integrate the ecosystem data, including high German, Youku and other user data to increase the richness.

At present, the underlying data have been opened up, which means: through the High German can get sunning where there is a store, what merchandise sales data.

But these are not yet in practical use.

Big data will also be the most powerful weapon of Tencent and Jingdong alliance.

They have already begun to test the water at the marketing level.

After the launch of the "Beijing Teng plan" and "goods and business strategy", the two sides announced that they will lead the cooperation from the flow level to the depth -- aiming at deep understanding of Tencent's social data and Jingdong shopping data.

Achieve accurate user portrait, thereby improving the accuracy of marketing touches.

Official disclosure shows that with the help of Tencent and Jingdong data, compared with the same period in January 2016, Jingdong WeChat shopping merchants directly invested in advertising ROI (ROI) increased by 189%.

This figure is self explanatory to brand dealers.

"All user data and user behavior can be seen and can be excavated," Alibaba CEO Zhang Yong said. There is a chance of a thorough reconstruction of the consumption process of producing a commodity waiting for channels to distribute and eventually reach consumers.

As the saying goes, big data may be a new battleground for platform providers to fight.