京东合作模式（Jingdong cooperation model）

京东合作模式（Jingdong cooperation model） 京东合作模式(Jingdong cooperation model) Jingdong online mall how to grasp the long tail of B2C, in the practice of the open platform, the plot and field how to distinguish? If the vertical network turned from a focus on the 3C product as a "what are selling" integrated network, this is the first time the transformation of Jingdong online mall; then the open platform with its new appearance, is second times of opening". September 16th, Jingdong online mall open platform message, which attracted widespread concern in the industry. The Jingdong has officially started business, some independent brands, B2C competitors have also been tracking come in a throng to seek cooperation. In mid October, Beijing had another "sunny and comfortable" afternoon. Masson, vice president of Jingdong's online shopping mall, received an exclusive interview with this reporter. He told reporters, "Jingdong online mall opening platform is to take more closely with the joint venture partnership.". From the user experience, warehousing, joint venture merchant goods in the Jingdong online store distribution, customer service, customer service, cash on delivery, return, since the delivery process is carried out in accordance with the Jingdong proprietary process, namely through solving the Jingdong system." It seems that, for Jingdong online mall B2C platform, its opening is not just the site itself, and more is involved in warehousing, logistics, payment, after-sales and so on the entire supply chain link. Although the end of last year, the Jingdong online mall completed its third round of financing of $150 million, then get 500 million yuan of government subsidized loans, but for the construction of warehousing, logistics system strong, the money still stretched. And Jingdong online mall choose at this time to open the platform, an obvious advantage is that its huge sum of money to build the warehousing, logistics supply chain system, and finally have the possibility of recycling cost sharing. Not only that, the greater benefits of the open platform for Jingdong online mall is that it is easier to obtain product category expansion. And this and Jingdong online mall strategy coincides with. As everyone knows a fact is that online shopping mall in March this year, Jingdong announced that it has completed SK Telecom's Chihiro network merger; almost at the same time, the Jingdong has become the main sponsor of the online mall China top level Football Super League, the Grand Prix China. A series of combined boxing signals its determination to move into a more open consumer market. However, the size of Jingdong online mall strategy has also been questioned. Another set of data shows that from 2005 to 2009 in five years, Jingdong online mall revenue from 30 million to 80 million, 360 million, 1 billion 320 million, and then to nearly 4 billion, the average compound growth rate of more than 200%. However, in the past five years, Jingdong online mall has not emphasized profit. Liu Qiangdong told the media, "when the company has only a few billion sales a year, but to support their own payment systems, logistics systems, information systems, profitability is almost unrealistic.". But when your sales amount to hundreds of millions and billions of dollars, your costs can be effectively amortized. Retail enterprises will be profitable after they have reached a certain scale." The change in profitability over the last two years has made Liu Qiangdong more convinced, "the greater the size of e-commerce companies, the higher the security." Masson, vice president of Jingdong online mall The "new economy": Jingdong online mall from sales of 3C products, turned into a comprehensive network, has now proposed open platform. The transformation of strategy cuts the long tail theory in practice Masson: Jingdong online mall on the original sale of 3C products, from last year the Jingdong online mall in enhanced marketing at the same time, also began to store category expansion. In addition to the self-employed category extended to the home category, shoes and hats clothing, watches jewelry, makeup and other products, but also to buy clothing, shoes and hats, jewelry and other fashion based e-commerce company, "search network.". If in accordance with the 28 rule, Jingdong online mall currently only do these 20% parts, is their own advantages. In doing this, the Jingdong online mall created a strong supply chain system. And rely on this supply chain system, and another 80% of the long tail part, Jingdong online shopping mall can take a joint venture with suppliers. This allows Jingdong online mall SKU can reach one million, to expand category expansion to meet user needs. The "new economy": what is the origin of the Jingdong to open online mall platform idea? Through the open platform, Jingdong online mall want to achieve what kind of effect? Masson: in the past 5 years, with low prices and product advantages, Jingdong online mall achieved an average annual revenue growth of 200%, Jingdong online shopping mall currently has more than 10 million registered users, the average daily PV more than 25 million. Last year, Jingdong online mall turnover of nearly 4 billion, this year's target is 10 billion yuan. From 2009 onwards the Jingdong online mall in enhancing marketing at the same time, also began to store category expansion, the rapid growth in sales. However, the expansion of the category is still a gradual process. Relying on self-employed way to expand the category, obviously limited speed. Although for the e-commerce platform, the front shelf is unlimited, but to introduce each category of goods, we must have the appropriate procurement and management personnel, as well as pricing mechanisms, and so on. It is not easy for B2C to rapidly expand its category by itself. And we also see, like C2C such pure platform enterprise, rely on massive suppliers, will soon be able to launch "Electric City", "famous shoe museum" and other vertical B2C mode. While the competition outside the category is increasingly fierce, the open platform is obviously a better topic. On the one hand, the Jingdong open platform online shopping mall is to make e-commerce order Jingdong's ability to perform open out for more third party service businesses; on the other hand, in order to cope with competition from other companies. For Jingdong online mall, open platform to enrich the product category, and for suppliers, Jingdong settled in the online mall open platform, is to be able to share Jingdong online mall traffic and warehousing, logistics, customer service and back-end services. The "new economy": what is the specific content of the Jingdong open platform online shopping mall? How do we work with suppliers? What is the advanced nature of this model? Masson: of course, different suppliers have different requirements for the joint venture mode. For different businesses, Jingdong online shopping mall has also designed different patterns. At present, the Jingdong online mall open platform for the first phase of the four forms of cooperation for partners to choose: First, the FBP model. Partners sell goods at Jingdong online mall, Jingdong provides warehousing to manage the sale of goods, and completes shopping orders, distribution and collection, and can use the Jingdong self reference center. Businesses display goods at the front desk, but also into the storage of Jingdong, while using Jingdong logistics system for distribution, they opened in their Jingdong backstage merchandise shelves. In this mode, the merchants have the right to price the goods, and they can set up online sales strategies such as promotions, discounts and so on. Two is, LBP mode. Partners sell goods at the Jingdong online mall, Jingdong complete shopping orders, distribution and collection, and can use the Jingdong self - reference center. Because some enterprises have their own warehouses, especially some garment enterprises, because of the fashion products, the market changes rapidly. This part of the business does not want to distribute its goods in a unified warehouse. The enterprise take input mode. Businesses can use the logistics input of Jingdong. In this way, Jingdong can put the enterprise warehouse into the Jingdong distribution system, unified by Jingdong logistics home delivery, delivery. For example, Zuo Dannu and JACK&JONES have adopted this model. Three is, SOP mode. Partners sell goods at the Jingdong online mall and complete shopping order distribution without mentioning delivery to payment and Jingdong self delivery. This model is the supplier, in addition to display and checkout (online payment) in the Jingdong online mall. Other shipments, returned goods, logistics, warehousing by their own operations. In addition to the above three modes, the open platform also supports the brand, merchants, autonomous orders of the official website, including warehousing, distribution, self lifting, cash on delivery, after-sales service and home access, and so on, that is, NTP mode. Partners sell goods at non Jingdong online stores, Jingdong provides warehousing to manage the sale of goods, and complete shopping orders, distribution and collection, and can use the Jingdong self reference center. Jingdong online mall open platform in the provision of sales at the same time, but also provides warehousing, distribution, payment, pre-sales consulting, after-sales service and a series of services. If you choose FBP model, the platform merchant is only considering the source of goods, pricing, etc., from the user orders to the collection of a series of problems, entirely by the Jingdong. For users, in the platform, businesses can not only buy goods at an affordable price, but also enjoy the full service of Jingdong. In addition, due to the positioning of Jingdong B2C n3208c, its open platform will safeguard the interests of business settled, will not allow non formal licensed sales in the Jingdong open platform, but also to ensure that the brands in the only Jingdong open platform sales. The "new economy": open platform online shopping mall on the site after the Jingdong, display of goods will no longer simply import goods, business associates are more concerned about "fair treatment plots" and "open territory", Jingdong online mall how? Masson: self-employed and joint merchandise in the page position of the conflict will exist objectively. Associates selling goods will certainly coincide with the Jingdong's proprietary merchandise category. But in the system, the ranking is fair, for example, when the price search, who will be low prices in front of. If the joint venture business of a certain product than Jingdong proprietary platform price is low, which shows that Jingdong self - owned products such as there is room for adjustment. But for Jingdong's proprietary products that are very advantageous, associates will automatically avoid them. This is a market that can be adjusted automatically.