After the service market was stirred up by the commercial giants. On July 18th, the mobile phone repair platform geeks repaired Jingdong Logistics, and loved the investment round of B round financing. On the same day, Suning released the 6S standard for home electric service. Jingdong and Suning relies on the layout of 3C, large appliances, to upgrade the competition between the two in the post-service market. Since then, Jingdong + geek repair, Suning gang + 嗨 recycling, Gome Guanjia + very home to let Jingdong, Suning and Gome in The post-service market is divided into camps and competes with many life service platforms. However, the post-service market has many drawbacks, the price is opaque, the standards are not uniform, and the market cultivation period is long, which makes the commercial giants move slowly. In this game In the test of the ability of enterprises to integrate resources, user stickiness is enhanced by services, which provides the possibility for enterprises to explore the deep value of users.
'fill in the blank' Jingdong after sale
Retailers pay more attention to post-services, so that the once-cold home repair field reproduces the financing trend. On July 18th, geek repair announced the completion of the B-round financing led by Jingdong Logistics, and love recycling and investment. At the same time, The geek repair and Jingdong logistics reached a cooperation, geek repair will provide Jingdong 3C digital products with on-site after-sales service, the former became a tool for Jingdong's post-service market.
The cooperation at the capital level has allowed Jingdong to tilt the flow resources to the utmost. The dignitary co-founder and CEO Wu Hao said that geek repair will use the Jingdong traffic platform to dilute the cost of customers and increase the number of platform users. Beijing Business Daily reporter It is understood that Jingdong Mall's Jingdong service entrance, part of the service products for home repairs are repaired by geeks. The service price of geek repair in Jingdong channel is consistent with its own platform, but the order for geeks to be acquired by Jingdong needs to be Jingdong pays part of the commission. In this regard, Zhang Baoyu, general manager of Jingdong's after-sales service department, said that after the strategic cooperation between the two parties, the commission fee paid by geek repair to Jingdong will be reduced. In addition, geek repair will also settle in Jingdong Logistics. Offline stores and related platforms. Wu Hao said that at the end of 2018, geeks will complete the goal of building 100 cities, and in 2019, build maintenance service centers in 200 cities.
In fact, in May of this year, Jingdong Logistics' “Jingdong Service +” was launched in Jingdong Mall. This business is the E-commerce value-added service added by Jingdong, namely the installation, maintenance, cleaning and maintenance services of the products. The products cover mobile digital, computer Office, home appliances, home textiles, etc. Now Jingdong joins hands with geeks to expand their competitive advantages in 3C products. In the highly competitive e-commerce market, the platform continues to broaden the service chain and enhance its comprehensive strength.
The giant provokes smoke
The combination of geek repair and Jingdong is only a microcosm of the service market after the commercial giants robbed. The latter has extended its reach to the installation, maintenance, cleaning and maintenance of mobile digital, computer office, home appliance, home textile, sporting goods and other products. In the field, the post-service market has long been smouldered by the frequent stirring of commercial giants. It is not limited to Jingdong, Ali, Suning, Gome and other e-commerce companies that cross the online and offline channels. Retail companies have divided the service market. Value space.
On the basis of their own post-services, the business giants have absorbed the vertical enterprises involved in various categories in the post-service market through acquisitions, investments, etc. In fact, JD.com has slightly delayed the competition for its own superior categories. As early as 2016 In June, Suning launched the after-sales brand Suning, and gradually expanded its service category to home appliances, electronics, home, housekeeping and other fields. Not only online, Suning introduced the after-service to the offline through self-employment and joining. Multi-channel linkage network. In April this year, Suning high-profile hand in hand second-hand home appliance recycling platform '嗨recycling', the recycling into the post-service system.
In the field of home appliances, Gome, which is able to compete with Jingdong and Suning, is also competing for the right to speak in the post-service market. After Gome launched the Gome Steward in June 2017, it also invested 105 million yuan in strategic investment to provide home appliances in November of the same year. The service is 'very home' and rapidly expands its coverage in the post-service market. Business giants no longer simply sell goods, but include services in the scope of sales, and continue to extend the post-service system to expand value-added services. The category and field, in order to improve the quality of service, strengthen user stickiness, expand business scope and profitable space.
58 same city, transfer and other second-hand platforms and many vertical maintenance platforms have been involved in the post-service market. Comprehensive business enterprises, life service platform and O2O home platform in the post-service market in the same contest, the three also due to the service market And gradually merge.
It is worth noting that at the end of 2015, most of the e-commerce platforms that provide post-services have withdrawn from the market during the cold winter period or have been merged. The industry winter has gradually warmed up in 2017, and retail companies such as Suning and Gome have entered the market. E-commerce companies have tried to rely on services. Consumers, capital has also begun to give an olive branch to a platform with a clear business model and profit model. The importance of the post-service market has increased, and business giants have transformed from price-winning to service-winning.
Although the business giants have entered the market sooner or later, focusing on different channels, they have different opinions on self-employment or the rapid acquisition of the market by means of acquisition. However, they all regard the commercialization of services as the same direction. Jingdong, Suning, Gome and other enterprises take this Intensive cultivation, entering the stage of comprehensive strength competition.
Yang Xiaojun, secretary-general of the Beijing Consumers Association, said that enterprises are deeply deployed under the existing business model, and price war is no longer the only competitive core. The importance of improving product and service quality, improving user satisfaction and reducing operating costs The importance of upgrading and post-service markets drives the industry back to the commercial essence, namely serving consumers.
Industry shortcomings
Prospective market capacity, the post-service market has become the 'Xiangyi' that the business giants are keeping an eye on. Internet commentator Zhang Shule said that the retailer's 'post' service market can integrate the dispersed maintenance merchants to form The comprehensive platform for providing services to many brands has also changed the business status of retailers only selling. Good after-sales service will be the beginning of secondary consumption. In addition, after the online platform aggregates services, it can reduce the brand's after-sales field. Manpower, material cost. At the same time, it also brings the distance between consumers and the platform.
Relatively broad to the market is the industry's many drawbacks, price opacity, easy failure and credibility crisis, and many other ills hinder the development of the enterprise. For the reason that the current service market is not standardized, Wu Jianbao, secretary general of Beijing Electronic and Electrical Association, bluntly, labor in the service industry The value is underestimated, causing the service provider to have excessive charges and excessive maintenance.
After the business giant enters the service market, it will lead the industry to improve. However, because there are many service projects involved in the post-service, the market cultivation cycle is long, and the commercial giants face many obstacles when serving the market cake. Wu Jianbao said that after service and electrical appliances Businesses have accompanied each other. The manufacturers have always invested less in post-services, which has made the after-sales industry fail to maintain good development. In addition, due to the low threshold of employment and the imperfect employment system, the after-sales service consumption has been criticized.
Wu Jianbao said that the scale of the home appliance market is expanding, and the after-sales service system has not seen a significant increase. This means that the size of the post-service market is once again compressed.