京东各个环节运营模式

京东各个环节运营模式 The business model of 360buy 2.1 The business model (1) main products: including jingdong mall, online sales of household appliances, car supplies, mobile phones, digital, household clocks and watches, costumes, makeup, jewelry, food and beverage and other 10 major categories of more than 100000 kinds of commodities. (2) main services: 360buy offers a variety of flexible display Spaces, consumer inquiries and shopping, which are free of time and place. Relying on its vast logistics system, consumers can enjoy the convenience of the shopping experience. It covers most cities in north China, east China, south China and southwest China. In March 2009, jingdong mall set up its own delivery company, the logistics delivery speed and the service quality have been comprehensively promoted. At the same time, jingdong mall in providing customers with quality goods trading, machine invoice and after-sales service at the same time, also launched the "price protection", "extended warranty service" and other measures, the maximum guarantee the interests of consumers. 2.2 Profit model : (1) direct sales income earning difference between purchase price and sale price, online sales, more than 30000 kinds of product varieties, price is lower than 10% 20% offline retail stores, inventory turns for 12 days, with suppliers spot knot, now rate less than 7% gome, suning, gross margins around 5%, to the industrial chain of suppliers and end customers to provide more value. (2) virtual store rental fee: including virtual store rental, product registration fee, transaction fee, etc. (3) deposit income: reinvest the money that is generated by the payment of the customer's payment and the time difference of the payment provider to make a profit. The third-party payment platform on jd.com is made up of financial payments, fast money and alipay. (4) advertising: at present, Internet advertising gradually accepted by people, for some large media websites, online advertising has become one of the important source of business income. 2.3 The target customer (1) the main customers who analyze jingdong from requirements are the mainstream consumers of computers, communications and consumer electronics. (2) analyzing the main customers of jd.com from age to age of 20 to 35 years of age; (3) from the professional analysis jingdong's main customer is the company's white-collar workers, civil servants, college students and other network lovers, and out of school each year in which 6 million students groups is jingdong a key market. 2.4 Core competence (1) the product is cheaper, averaging less than 10% of the same product. (2) the logistics service faster, jingdong mall covers four major logistics center in major cities across the country, at the same time set up more than 40 cities of station distribution, logistics and distribution to provide users with cod, mobile POS card, from door to change, etc; (3) the online services are more comprehensive, providing customers with a variety of sales guarantees and maximizing the customer's benefit. (4) more comprehensive after-sales service, in addition to the traditional service jingdong also has its own features: commodity, home appliance sales to old change new, jingdong gift CARDS, integral exchange, door-to-door service, extended warranty service, DIY installed, etc., meet the different needs of customers. 2.5 Strategic goals (1) listed in the United States in 2011; (2) to be the largest and most powerful e-commerce company in China. (3) in the near future, we will strive to become a large-scale professional 3C shopping platform. (4) sales exceeded 10 billion yuan in two to three years, with a net profit of 200 million yuan. 3. The business model of 360buy Jingdong mall is a B2C retail enterprise, which mainly focuses on the retail sales of goods, which are derived from manufacturers and distributors of all kinds of products. Its the main sales channels for B2C e-commerce sites, customers can order online or phone order to buy goods, and select the online payment, cod, and the payment and receipt of the goods. 3.1 Method of payment Jingdong mall currently provide goods to pay cash, bank card cash on delivery, online payment, bank transfer, the post office remittance and transfer and other payment. Online payment services are provided by alipay, caifu, ring and online four third-party payment providers. In addition, 360buy also provides an interest-installment payment service for icbc peony international credit card and peony credit card in the guangzhou area. 3.2 Logistics distribution system 360buy offers a variety of delivery modes such as express delivery, post office, EMS, highway transportation and railway express. Distribution in downtown Beijing, Shanghai and guangzhou are done by forming their own distribution system, the rest is provided by outsourcing logistics company, also set up in Beijing, guangzhou, Shanghai, Hong Kong and many places to the point, provide to the service to local users. 360buy has set up campus agents in colleges and universities around the world, and students in colleges and universities deliver goods for free. 3.3 purchasing Jingdong mall suppliers are all producers and manufacturers designated agents and distributors, the products are sold through formal sources of purchased products. 360buy's purchase is concentrated in the procurement centres in both Beijing and guangzhou. 3.4 Sales link Currently, the retail business of jingdong mall relies on its B2C site, which can be ordered by phone or by phone. Jd.com has established a call center in Beijing and two branches to provide real-time assistance and guidance services to customers. 360buy provides detailed invoices for all products to ensure the successful after-sales service. 4. The management model of 360buy 4.1 Supply chain management In jingdong, the manufacturer does not need to pay the entry fee, the installation fee, the promotion fee, the fee. Without all the costs, jd.com's profit margin is much higher than through traditional channels, and the rebates are shorter, just 20 days. In inventory management, the inventory turnover rate is only In 12 days, we will be able to meet our suppliers. At the same time, the interpretation of jingdong mall, supply chain, you can see, availability, system, data, storage, distribution, the interaction is a comprehensive, mounting system, and accumulate data of time and experience also directly determines the efficiency of management of system for the entire supply chain. 4.4.1 Historical data determines the location of the warehouse Inside 360buy, the warehouse is the equivalent of the factory, where the orders are made. The website of jd.com is the national warehouse system. After the order of the front desk is ordered, the system will calculate the fastest delivery path according to the user's shipping location, which will automatically match the warehouse. Every warehouse in 360buy is divided into three large parts, the front is the receiving area, the middle is the storage area, the rear is the warehouse area. In the receiving area, each item should be labeled as a "id card" to identify the item after the quality of the goods sent by the manufacturer. Then, all goods in the storage area on warehousing, on the shelf, every position has a serial number, shelves, tally clerk scans the goods commodity bar code associated with the goods, and on the afferent system. In this way, when the order is made, the consignee will take the goods on the shelf according to the system record and not check the name of the goods. According to the user's orders, the location of the inventory of the same store is not fixed. The system will calculate historical data, and some of the more closely related items will be placed closer in order to save the time of the order. In addition, the front desk in the tie-in sales, inventory position will change accordingly, strong seasonal products in seasonal change will change the storage location, to save the pickup time. 4.1.2 Visual package transportation Jingdong mall has developed a set of GIS system, through the system, logistics managers can see real-time logistics operation in the background, at the same time, the vehicle position information, the retention time of the vehicle, the distribution of time, The delivery staff and the customer's transition time will form raw data. After analyzing these data, it could give managers more and more valuable reference, at the same time, the user through the system to order location query, drastically reducing the consultation on the trouble, improve the user experience. 4.2 Distribution management Jingdong mall has established four logistics center covers in major cities across the country, in tianjin, hangzhou, nanjing, shenzhen, ningbo, xiamen and so on more than 40 major cities set up city distribution station. Original "211 time-limited" service commitments: the delivery of the spot orders submitted before 11:00 am today. The spot orders submitted before 11:00 p.m. arrive the next morning. 4.3 Customer relationship management (1) the jingdong commitment on transportation insurance on a "fee" permanent free, take on the shipping insurance cost, the risk of transportation shall be borne by the jingdong, customers receive the goods if any loss, damage and so on, as long as the statement is put forward on the spot, jingdong first to replace immediately send the new goods. Jd.com's "people-oriented service concept makes it more comfortable for customers to buy goods." (2) the "211 time-limited" service enables customers to receive goods in less time. (3) the "after-sale 100" hormone service. "From jingdong after-sales service department receipt and confirm the quality failure start time, in 100 minutes processing all your after-sales problems!" Unconcern the customer. 5. The technology model of 360buy (1) operation center: ERP system, which can master each product detailed information; (2) the customer can check the specific status of the ordered item at shopping, leaving a lot of work for jd.com's customer service department. (3) web page information update technology, which USES middleware to avoid caching and enables customers to get new information in time. (4) complete information systems can predict daily sales over the next 15 days. 6. The problems facing (1) between the supplier and the problem: jingdong mall has price advantage to attract consumers, but poses a great threat to traditional distributors, so hit by the many brand manufacturers or agents, suffered a great loss. (2) the distribution of stress: the beginning of 2009 jingdong began to sales department, the department and 3 c, home appliance is completely different types of goods, supply chain, inventory management, logistics distribution has a big difference, make no small pressure jingdong in logistics distribution. (3) between the customer and the problem: difficult to refund policy frequent customer complaints, some customers will reaction product quality is bad, give up don't want to go downstairs and pick up my package customer, make some customers difficult to accept. 7. review Jingdong mall as the nation's largest B2C market 3 c online professional platform, has many unique features, the convenience of consumers shopping at the same time also greatly increased their profits, by selecting reasonable business model, business model, management model with accurate market positioning and scientific supply chain optimization, with its mature logistics system, good reached and win-win between customers and suppliers; Although there are some problems in the operation of jingdong mall, but we have reason to believe that, through the improvement and optimization, jingdong will have a better development and more room to improve.