June 1st was the children's carnival, and it was also the “competence day” of the pickpocketing party. On the first day of the 618 Global Mid-year Shopping Festival, JD.com’s home appliance easily completed a 6-minute sales record of 1 billion yuan. The country’s largest retail channel for home appliances has not been a surprise to me. But when I noticed that the offline township market represented by Jingdong Home Appliances Store was also extremely hot, I realized that the incident was changing.
In my opinion, this year 618 JD.com’s home appliance is to redefine the value of the channel itself and make it an access to the enabling output of the Jingdong platform in the era of unrestricted retailing. This is manifested in two major dimensions, namely the “limit sinking” in space. , As well as the integration of business style innovation. And from the entire process of channel transformation can also see Jingdong itself determined to become the social infrastructure.
Channel sinking not only spreads goods
According to the online public information display, as early as May 15th, more than 10,000 Jingdong home appliance stores across the country had opened the 'Million Stores Celebration 618' campaign, taking the lead in the rural market to open the curtain of 618 big promotion and became the entire The biggest business growth point during the 618 period.
Maybe you wonder if there are so many Jingdong Home Appliance Stores? In fact, as early as 2014, Jingdong has already started deploying Jingdong’s service stores. By the end of 2016, Jingdong Home Appliances Stores will be deployed. This is Jingdong’s home appliance’s “limit sinking” strategy. By the deadline, Jingdong Home Appliances Store has covered 25,000 townships and 600,000 administrative villages in the provincial-level administrative regions of the country. This not only solves the problem of purchasing household appliances for millions of rural families, but also purifies the entire home appliance market.
It is worth mentioning that the return of physical stores is not a chain of home appliances in the past, but JD’s empowerment of a small regional market through channels, giving these merchants technical, financial, product, and brand support to achieve a win-win situation. The national marketing linkage of 618 is the best evidence.
It can be said that in this ecological model, the channel is placed in Jingdong, which is the output standard, output service, and the output of ecological pathways. The channel is placed in consumers and store businesses, and it is to obtain quality products and services, as well as commercial operations and everything. Resource access.
Channel integration in the front-end formats Innovation channels create new capabilities
If Jingdong Home Appliances Store is the 618 'Rural City Surrounded City' campaign this year, then the main TCL & Jingdong brand experience stores in 1-2-line cities, Changhong Meiling & Jingdong Brand Experience Store is an absolute position battle, it is 618 new starter. Highlights.
Many in-line experts directly stated that the innovative fusion approach of the “offline experience and online orders” created by JD.com’s home appliances this year has a landmark significance. This is an industry “turning point” event. I am very much in agreement with this view. of.
As we all know, the boundaries of user shopping in the era of unrestricted retailing are increasingly blurred, randomness, experience, and personality services will directly affect the sales of products. When Jingdong opens the line between online and offline formats, consumers can be intuitive Feel the product features, while also enjoying the convenience and benefits of online shopping, complete orders during the tour of unrestricted retail model shops.
It is precisely this form of channel integration that enables JD to empower manufacturers to create a new way of empowering the industry. This includes brands, traffic, products, big data, technology, after sales, etc. For example, Jingdong Big Data can prejudge hot selling. Products, with line display to improve store sales and profits. Brands can also integrate online and offline resources to effectively launch targeted brand festivals to achieve two-way drainage.
It is understood that the first Jingdong & Wuxing Appliance Unbounded Retail Experience Store will be officially opened in Luoyang, Henan Province on June 16. It is no longer just a physical store of a certain brand, but a multi-channel integration across multiple categories. It is said that when the innovation of the Jingdong home appliance industry reforms the human goods market, the channel is already an enabling channel in the unbounded retail system, and not just a one-way product distribution pipeline.
This year 618 is the revelry of all consumers in the nation's 1-6 line market. It is also the innovation of Jingdong Home Appliances channel and the training of platform empowerment output. It is believed that this time to promote the Jingdong Household Appliances will accumulate valuable experience and improve the channels for the future. Value lays the data foundation.
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