2018 spring sugar, the most sense of existence is actually an Internet giant - Jingdong, and its blockbuster - a new channel.
Article reprinted from WeChat public number: Frozen food (ID: ldzk001)
On March 20th, 'Unrestricted Business, Heart-to-Side Road' - Jingdong New Access Unrestricted Retail Industry Summit was held in Chengdu. It attracted nearly a thousand manufacturers, distributors and wholesaler friends and became the hottest summit during the Spring Sugar Festival. At the meeting, Jingdong New Road announced two big news: Layout B2B logistics network, launched a joint warehouse allocation system; officially announced the entry into the B2B field of catering.
Jingdong New Road was established at the end of 2015. It was used to serve 6 million traditional retail outlets in the past. Today, small and medium catering outlets are also included in the target category. How will this impact the rapidly rising frozen B2B platform in recent years? What changes will be brought to the existing distribution system? For the majority of dealers, is the wolf coming, or is it coming?
Jingdong New Road enters catering B2B
According to public statistics, the national catering revenue in 2017 was 3964.4 billion yuan, a year-on-year increase of 10.7%. It is expected that the full-year growth rate of the catering industry will remain at around 10% in 2018, and the overall size will reach 4.3 trillion yuan. Behind the 'prosperous' catering industry Is a huge demand for food procurement, market capacity is large enough, and shows a steady growth trend.
Although the front end of the catering industry is prosperous, the back-end still maintains the traditional supply chain model. Local supply of ingredients is mostly individual, wholesale suppliers exist, and the complex procurement process and multiple procurement channels of small and medium catering outlets make the procurement Inconsistent quality of ingredients. Whether it is the quality of the procurement or the stability of the procurement, can not be guaranteed.
The huge market capacity, together with the supply of 'immature' ingredients, strictly speaking, is a tempting cake. It covers 500,000 new retail outlets, and has the ability to serve offline outlets. At the same time, in conjunction with the establishment of the 'Joint Warehouse Matching' system, the new access layout B2B is also reasonable.
The industry analysts believe that the layout of catering B2B, Jingdong New Road has the following advantages:
1. Backed by Jingdong Group (Jingdong Mall), a vast amount of commodity resources and merchandising capabilities, it can continue to provide stable, high-quality and diversified products for small and medium-sized food and beverage outlets;
2. The establishment of a joint warehouse allocation system has enabled small and medium-sized distributors and wholesalers to become 'members' in the new path, providing basic logistics guarantees for the food and beverage outlets of various places.
3.2 years of experience in the market operation experience, coupled with the team throughout the country to ensure the promotion of marketing, market services. 'People, goods, warehouse' three basic elements of the construction and improvement, so that new channels into the field of food and beverage B2B More confident.
4. Well-funded, relatively adequate trial and error conditions, less risk pressure.
Of course, the goal of Jingdong New Road is not just to stay at the supply level. It is reported that the new road will provide one-stop catering solutions for small and medium sized food and beverage outlets. These include food supply, food certification, store services and food product development. In addition to improving the supply efficiency of small and medium sized food and beverage outlets, and ensuring the safety of food ingredients, the access road should also enhance the operating capabilities of small and medium sized food and beverage outlets.
What is the impact on existing frozen B2B platforms?
How does the Jingdong New Pathway initiative affect the existing frozen B2B platform? How to deal with it? Well-known marketing management consulting expert, senior researcher of Sales and Marketing, and B2B e-commerce expert Liu Chunxiong shared his views .
Liu Chunxiong believes that, first of all, the pre-season of the frozen B2B platform will be very long, at least 5 years, at present, the industry has not yet seen significant growth. 'The current large-scale frozen B2B platform is also on the scale of billions of dollars. , This is very small in the entire B2B industry, so there will be no impact between the short-term and the Jingdong New Road.
Secondly, we have not yet found out which model is completely correct. Everyone is at the stage of exploration. One of Jingdong's advantages is that it has sufficient funds, but sufficient funds are really useful under the correct conditions. This will take time to verify. Many platforms that have entered the harvesting period are dead now, because they are too anxious. However, it is necessary to slowly explore how the frozen B2B platform should go.
Third, the difference between the B2B industry and the B2C industry is that the latter is prone to emerge as a dominating situation. The development path of the former is a multi-tiered model, which belongs to a multi-platform development pattern. Therefore, existing frozen B2B platforms need not worry too much.
Fourthly, the B2B platform is the quickest to use for consumer products, and the most complex is related to agricultural products. The reason is that the ingredients are non-standard products, and the complexity is very high. The decentralized structure of agriculture makes it very difficult to achieve integration. It is also very long. However, the entry of JD.com will promote the awakening of this industry, allow more people to pay attention to this field, and use its own influence to boost the industry's standardization and progress.
For dealers, is the wolf coming?
For the dealer-level influence, according to Liu Chunxiong, the launch of the Jingdong New Road Initiative can further improve the dealers' operational efficiency and even help the dealer community to transform.
'Either there is no Jingdong to do, the dealer's non-core functions will eventually be profitable. This is the inevitable result. The dealer will certainly transform in the future, but it will not disappear. Jingdong's intervention can make the dealer's function More integrated, improved efficiency, focused on its core functions, this is the future direction of this group. '
Specifically, in the past, there was an antagonistic relationship between the channel provider and the B2B platform. Local channel vendors held a large number of branded products in the local agency, and the B2B platform took products from the channel vendors, or transferred goods from different locations, or multiple Or less will conflict with the channel business.
According to the latest disclosure, at the end of 2017, the number of users of Jingdong Zhangbaobao exceeded 500,000. After more than two years of operation, the new channel ran a set of sustainable development models, and during this period, a relatively complete set of water and electricity was built. , Coal 'facilities (platform, ground push, commodity, warehouse allocation). When the model and infrastructure are completed, the open platform will naturally follow, as if the Jingdong logistics business is open.
For small and medium-sized distributors and wholesalers in each region, covering more small stores is their business objective, but due to various financial, material, and manpower reasons, they are often unable to cope. At this time, through cooperation with Jingdong New Road, Small and medium distributors, wholesalers can add more sales opportunities through the platform.
In terms of commodity resources, they can leverage on JD.com.cn’s volume of commodity resources to open up more stores to meet the one-stop shopping needs of small stores. At the same time, JD’s warehouse management, technical and operational experience can be exported to these. Channel vendors, in turn, help them improve their warehouse management capabilities, operational efficiencies, and even successfully transform themselves into “Internet-type” distributors. As a result of such expectations, there is no doubt a win-win situation for Jingdong, small and medium distributors and wholesalers. .