In the Jingdong announced the formation of three major business groups ten days ago, Jingdong appliance division has first opened the organizational change.
On January 11, Liu Qiangdong, Chairman and CEO of Jingdong Group, issued an internal mail announcing Jingdong Mall to set up a group of enterprises operating in large consumer electronics, electronic entertainment industry groups and fashion life business group, among which, the electronic entertainment business group consisted of the Consumer Electronics Business Unit , 3C brigade division, the global sales department.
China Home Appliances Network was informed that in the Jingdong announced the establishment of three major business groups ten days ago, BOE Appliance Division has set up a new ODM product department, business development department, super-experience department and smart + project department based on the original business framework.
Some retail observers believe that the organizational transformation of Jingdong and Jingdong Appliances is not an isolated incident. In the past two years, retailers including Lynx, Suning and Gome have successively carried out organizational changes, which contain many new innovations in the retail industry Play method.
Organizational change is choppy
Just three days after Jingdong announced the formation of its three major business clusters, Suning has taken another important step.
On the evening of January 14, Suning Cloud announced that it plans to upgrade the brand name of Suning Smart Retail to 'Suning Tesco' in the name of the company in order to highlight the main business of Suning Retail and demonstrate the wisdom of retail.
January 28 message, after the renaming, Suning Tesco followed by the establishment of a large home appliances, home fast, fast consumer, intelligent marketing module of the four marketing group 3C. It is understood that the new group of major home appliances, including Black, ice Washing, air-conditioning and other business units; intelligent digital 3C business cluster includes mobile phones, computers, digital products and retail cloud, etc .; large fast consumer groups include Suning Supermarket, red children, it is noteworthy is offline Suning stores, Shelves and other retail new species and supply chain operations are among them; living household business groups from department stores, household appliances, home improvement extends to the real estate business.
In fact, before the massive restructuring of Jingdong and Suning, Gome and Tmall have been adjusted.
On the night of May 15, 2017, Gome announced that Gome will change its name to 'Gome Retail Holdings Co., Ltd.' to replace its original name, 'Gome Holding Co., Ltd.' For the official name change, the official explanation given by Gome is that Gome is exploring New retail routes and models, the name of the company has been renamed from 'Appliance Retailers' to 'Home' -based program service providers and providers. With the strong support of the supply chain, new scenarios and after-sales services, the new retail strategy .
December 2, 2016, Zhang Yong, CEO of Alibaba Group, announced a new architecture of 'Three Verticals and Two Horizontals' in an open letter to employees, including the integration of the business of Electrical City and Tmall in the electrical home improvement business According to public information, now Alibaba Group Tmall Meijia Group president Yin wells, is currently responsible for including digital home appliances, home building materials, musical instruments, home textiles and supply chain business.
'Four big family' new gameplay
From Jingdong, Lynx, Suning, Gome these four major retailers organizational change point of view, the new gameplay, the new features can be summarized as: super-platform + own brand + smart IOT + experience shop.
At a macro level, Ali and Jingdong more often cover the entire retail market through online and offline convergence, while Suning and Gome are increasingly 'going to home appliances' 'As the core super platform.Central to the level of business groups, the formation of electronic entertainment group Jingdong, Tmall set up the United States and Appliances Group, Suning home business group and the formation of the renamed the country the United States reflects the trend of the integration of home appliances.
From the microscopic level, the JDO home appliances division set up the ODM product department, the smart + project department and the super experience department represent the retail new tactics of its own brand + smart IOT + experience store.
Industry veteran told China Household Electrical Network, the main function of the BOE ODM product department is the development of own-brand product planning.
May 9, 2017, Liu Qiang East in its high-profile media account announced the launch of its own brand smart refrigerator. In the afternoon, Jingdong Internet of Things strategy conference held over the same period.Industry and electronics industry generally believe that the introduction of its own brand of home appliances is Jingdong The overall smart home IOT strategy an important part.
Jingdong launched its own brand of smart refrigerator in mid-2017, while Gome launched its own brand of G7 U7 mobile phone by the end of 2017. According to the official statement from the Gome, Gome's mobile phone is the super entrance and mobile of Gome's smart manufacturing strategy and Gome's lifestyle strategy It is also a platform for the Gome's new retail strategy and smart home IOT product experience and scene-based interaction.
In addition to its own brand and smart products, the ultimate experience is also the pursuit of the retail business.Jingdong appliances set up Super Experience Department, intended to refine the operation of the store to promote the integration of online and offline, and then practice 'unbounded retail' Improve consumer experience.
On January 31, the flagship store of Jingdong House, which is located in the Jingdong headquarters building, was officially opened. This is also a demonstration of the new gameplay after the reform of the Jingdong organization.
China Home Appliances Network learned that Jingdong House has developed a set of big data analysis applications for stores. By setting some data analysis frameworks, such as store flow, user labels, store thermogram analysis, store location scoring system, in-store merchandise and Matching the surrounding users, etc., can help store more efficient and precise operation.
Through the comparative analysis, Jingdong House can select some explosion-proof products to be placed in the hot spots; while the store location scoring system can be integrated with the shopping district And other factors, through the score to guide the store location; according to the surrounding users to match the store's products, you can make Jingdong House thousands of stores to do. Based on the store's modular data analysis capabilities, similar to the Jingdong home such new retail 'Specimens' provide unlimited possibilities for improving the consumer experience.