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3C has two logos, one is Jingdong and the other is Luo Yonghao. The two have never merged for so many years.
Whether you like it or not, admit it or deny it, the traffic data and attention are all there: where there is Luo Yonghao, it is destined not to be deserted.
For the same reason, for so many years, neither Suning nor Tmall’s onslaught, or Meituan, which intervenes in instant retailing from takeout, has failed to shake JD.com’s advantage in the field of 3C home appliances.
The stumbling pursuers finally merged with Luo Yonghao.
During this year’s Double 11, Luo Yonghao jumped between platforms repeatedly. Wherever he went, the traffic would follow. The only “spokesperson” in the 3C category that he can do well, he has become the capital for him to abandon shaking and entering Taobao, holding hands with Meituan, and repeatedly jumping between platforms.
Borrow Luo Yonghao’s knife
From the “U.S.-Soviet hegemony” in the early years, to the strong rise of JD.com as a dominant player, to Taobao’s branch sniping, and Meituan’s gearing up, the smoke of gunpowder on the 3C battlefield has never stopped.
Now that Suning is crumbling and Gome is too busy to take care of itself, the “New Three Kingdoms” game on the 3C battlefield, during this year’s Double 11, has a taste of officially kicking off.
Compared with the strength of beauty and skin care products on the platform, Tmall’s digital 3C sector has always been slightly disappointed in front of the industry ceiling JD.com.
Over the years, although the gap between the categories and SKUs of Tmall Digital’s 3C products and JD.com is negligible, JD.com’s brand image and its own supply chain foundation have maintained a high user stickiness, and consumers vote with their feet It can explain the problem very well.
JD.com knows that it is difficult for Tmall to break the foundation of its supply chain. After all, the value of long-term investment in warehousing is not affordable for everyone. Tmall also knows that JD.com’s shortcoming lies in its lack of infrastructure and lack of “breaking points”, and this breaking point is the person who attracts users’ attention.
Taobao invited Luo Yonghao to “enter the palace for the second time”, which is more like an official declaration of war on Jingdong.
There is no doubt about Luo Yonghao’s influence in 3C. The reason why the Hammer mobile phone, which was very popular in the past, was once favored, was because of this influence.
Someone once divided Luo Yonghao’s fans into four categories, either like him, or like to listen to his bragging, or like his tossing spirit, or like to watch his liveliness.
But no matter what kind it is, it is basically inseparable from the large category of the male group, and 3C products are the “fanatics” of this group.
After Luo Yonghao entered the Taobao live broadcast room, he also shouted out the slogan “Men’s Double 11 needs should be taken care of”, mainly promoting mobile phones, 3C digital, home appliances and other products.
Although Double 11 belongs to Taobao, Luo Yonghao belongs to everyone. Luo Yonghao, who had just finished bringing the goods in the Taobao live broadcast room on the front foot, became the special delivery rider of Meituan on the back foot.
At the end of last month, in the “Double Eleven of Digital Home Appliances” event launched by Meituan Takeaway, Luo Yonghao shouted, “Now you can buy mobile phones when you go to Meituan Takeaway.”
In recent years, Wang Xing has kept a low profile a lot, and Meituan has moved forward indulgently around the basics of food delivery.
Previously, Meituan had made a lot of layouts around e-commerce. Pingou and 9 yuan 9 were just a step away. They could not shake the high-margin beauty makeup, and were inferior to Pinduoduo and Douyin in terms of gameplay and content.
Wang Xing finally “trialed” 3C. The big reason is that 3C digital has a higher unit price than daily chemical products, and has higher income under the same performance cost.
Relying on the last mile service, Meituan Takeaway has built up its fulfillment and delivery capabilities, giving it an innate advantage in instant retailing. It is imperative to launch the Double Eleven event to further penetrate into e-commerce and expand its user base.
According to relevant data from Meituan Takeaway, the number of digital 3C stores participating in Double 11 this year has doubled compared to last year. From October 30th to November 1st, Meituan Digital’s 3C category takeaway order sales increased 13 times year-on-year, of which mobile phone category sales increased 13 times, and computer category sales increased 73 times.
JD.com needs Luo Yonghao even more
The joys and sorrows of e-commerce players are not the same. Although JD.com still maintains its absolute leadership in 3C, it is an indisputable fact that the overall growth rate of the consumer electronics market has slowed down. It has become particularly important to optimize its own e-commerce industry structure.
The optimization route of JD.com is to maintain the 3C base camp, and the second is to make up for daily consumer goods. In the past eight quarters, the growth rate of JD.com’s daily necessities has significantly exceeded that of 3C home appliances.
The achievements in line with Taobao and Pinduoduo are certainly remarkable, but the 3C base camp is more about defense.
In a screenshot previously circulated in the e-commerce circle, JD.com mentioned that the low-price advantage of its own home appliance business is being lost with the growth of other platforms’ home appliance business, requiring strong attention within the group; The price of Li Jiaqi’s live broadcast room is aligned.
While other platforms are targeting home appliance services, the first thing JD.com does is to prevent prices from falling behind. With the lowest or the same lowest price on the entire network, strengthening the minds of users is the best strategy for JD.com to stick to the home appliance business.
Compared with Taobao’s Double Eleven’s discount of 30 for 200, and 50 for 300, JD.com launched the 299-50 campaign, which has limited incentives for consumers to show its position and deal with challenges.
To strengthen the minds of users, low price is the first step, and more importantly, how to win users’ attention back from other platforms-due to the obstruction of the previous sinking strategy, JD.com has lost room for expansion on the user side. On the other hand, JD.com’s lack of user retention time is becoming more and more obvious.
Luo Yonghao and Yu Minhong, who broke off and entered Taobao, and Li Jiaqi, who came back in secret, suddenly brought together three major anchors on Tmall. Regardless of the specific effect, at least they earned enough attention during the big promotion.
In addition, the interactive games launched continuously at the Double 11 venue, although users scolded, attracted a lot of people with sufficient time to participate in order to get more discounts.
Pinduoduo and Doukuai have never lacked traffic. The former has the advantages of buying together and cost-effectiveness, and it is both interesting and practical. As a “rich household” in traffic, short video platforms have obvious advantages and disadvantages in participating in e-commerce. There is no shortage of time and explosion, but only lack of performance.
JD.com has also launched a shopping interface similar to Xiaohongshu’s grass-growing, trying to increase the stay time of users in the station in the form of graphic and text-growing grass, but the actual effect is not obvious.
Shopping along the Xiaohongshu route, due to the lack of drainage and community building, is unlikely to make a splash. The live broadcast room, which is mainly based on brand live broadcast, may bring about variables, but it has not created a corresponding ecology for MCN and anchors, and has never found a way to connect content and brands.
In 2020, in the key time node of live broadcast e-commerce, JD.com had a successful start. It cooperated with Wang Feng that year, and the latter’s debut brought more than 200 million goods.
Judging from the statement of Wang Feng’s team at the time, they originally hoped to bring goods on JD.com for a long time, but eventually the momentum gradually declined. JD.com did not cooperate with MCN institutions in depth like Taobao did in the early years, nor did it continue to provide content exposure channels for them. Even Wang Feng was nothing.
If the entire live broadcast ecology can be linked with JD.com’s product categories, similar to Taobao’s live broadcast, which focuses on beauty, skin care, and wear, forming an ecosystem with distinct layers, different orientations, and diversified marketing methods, then JD.com’s live broadcast can not only prolong the user’s stay time, but also help To consolidate the advantages of its own category.
always a stranger
Without the problem of head anchors, it not only weakens the voice of JD.com, but it is easy to lose brand attention when live broadcast and content are king.
In the long-term strong self-operated model, the potential of third-party brands has not been fully released, so that it has been dormant for a long time. The main reason for the brand’s “lying flat” is that there is a lack of big anchors in JD.com to help merchants promote products, making it difficult to build brand value on the platform.
How much influence the head anchor can have on the platform’s transaction volume can be seen from the data of Taobao and Douyin. According to Star Map data, on the first day of the double 11 pre-sale this year, the GMV of Li Jiaqi’s live broadcast room reached 14.708 billion, contributing more than half of the sales of the beauty track.
Temporarily unable to rely on its own live broadcast to complete traffic conversion, JD.com chose to “hand in hand” with Kuaishou for the second time, but this time the hand in hand was only during the Double Eleven period, and Kuaishou also cooperated with Taobao at the same time.
As Doukuai has gradually penetrated into the e-commerce field through live streaming, the relationship between e-commerce platforms and short video platforms has become very delicate. At present, Kuaishou’s own supply chain system has not kept up, and temporarily needs to use the e-commerce platform to complete the contract. JD.com can only find traffic from itself.
JD.com needs traffic for a long time, that is, people like Luo Yonghao are needed for a long time.
As we all know, the core competitiveness of JD.com is the supply chain, and the long-term winner of the 3C battlefield will eventually return to the supply chain.
And Luo Yonghao’s own 3C attributes also need to be escorted by the supply chain.
From this point of view, it is actually JD.com that should be the first to throw an olive branch to Luo Yonghao.
This article is reproduced from: https://finance.sina.com.cn/tech/csj/2022-11-08/doc-imqqsmrp5409300.shtml
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