This week, Yitao released B2C online shopping quotes, in which one paragraph described that "the price of Jingdong Mall rose by more than 15% in early October, and then fell rapidly". Later, Jingdong responded that Yitao's data was purely slanderous. The battle of Taobao on JD became the highlight of the e-commerce industry at the beginning of the year, but Taobao came prepared and JD rushed to fight. This is a public relations act. Since it is prepared, the accuracy, objectivity and independence of the data are not important. The target of this burden is consumers, who want JD.com to respond and make the event hot. Of course, no matter how JD responds, there are corresponding arguments. The key point is to increase the price. As for how much, how meaningful is JD's response? Of course, back to the three major problems of this data:
1. Time node selection: After November, in the winter shopping season, commodity prices rise is a common phenomenon; In addition, Jingdong plans a sales target of 24 billion to 26 billion yuan, but the actual growth is far more than that, and warehousing and logistics resources are insufficient. It is reasonable to adjust orders through price increases of some commodities.
2. Sampling structure, For example, JD accounts for 3C, home appliances and general merchandise (platform business commodities should not be included). The gross profit of 3C and home appliances is only 7 or 8 points. It is almost impossible to increase the price by 10% - 15%. In addition, Kuba specializes in household appliances, with the lowest price; Yixun's exclusive 3C (4C) price is also the lowest. It is not reasonable to compare the lowest e-commerce and JD in Yitao.
3. 10% - 15%, inexplicable. three The gross profit of C and home appliances is about 7 or 8 points, not to mention 10% price increase, which is 2% higher than that of competitors. Some goods are not good enough to compare, especially promotional products. Books have been fighting a price war. There is no chance to raise prices. General merchandise is possible, but the sampling is also too unreasonable.
If it is true that the price has risen and made money, it is good to say. The problem is that the price war has been fought miserably and hovered at the break even point. You also said that I would raise prices to drive up prices. What is your intention? Therefore, it is basically a fault finding public relations behavior.
What if the price is high if you take ten thousand steps back? Amazon also has 20000 products lower than other competitors, and nearly a million other products sell 2% to 3% more expensive than others. Why can they be expensive? Because Amazon's user experience is better, this is a kind of ability to increase prices. Apart from the service experience, Yitao is really inferior to others in attacking the most sensitive price that consumers pay most attention to.
In other words, at the beginning of the New Year, Taobao hit the nail on the head. It can also be seen that the strategic focus in 2012 is still to curb the Jingdong Mall. If it is a public relations war, we should fight against 1. Taobao fake and parallel goods fraud. 2. The user experience of Taobao is poor. 3. Internal problems of Taobao. 4. The unfair rules of Taobao game hurt the development of SMEs. 4. Ali's foreign capital problem. From the perspective of strategy and means, this move is good. Some people said that I had a bad idea for Jingdong, and that I had a natural bias to help Taobao. To be honest, I really have no idea. In the past year, 38 B2Cs have been introduced into Taobao, Taobao Mall has adjusted its rules, Juhuasuan has been split, and Yitao online has done a lot of awesome things. Ali people are not only very smart, but also have excellent team execution. But this move, it is a bit of damage.
Jingdong only made a public statement, and there was no sound. It must also know that the newcomers are not good, but it will not give up. The rain is coming and the wind is blowing all over the building. Now that the fight has started, 2012 will be the best.
Then PS attack time point selection: 1. During the Spring Festival, the third-party logistics was basically paralyzed, and the impact was more than a month. The development of Taobao has been completely constrained by the bottleneck of third-party logistics, and its own space is limited. So during the Spring Festival, we only saw JD's ads but not Taobao's ads, because the ads pulled users online, and the orders could not be processed. 2. During the Spring Festival, Jingdong Datou will specially invest in CCTV advertising, and the advertising effect will also be reflected after white-collar workers return to work. At the beginning of the working day after the Spring Festival, Taobao launched an attack. The timing was not accurate and the target was not ruthless.
