Jingdong Ali battles the New Year market again

From "6·18" to "Double 11", from "Double 11" to "Double 12", "Black Friday", and New Year's Day, e-commerce promotion wars have almost no troughs, and they are all peaks. With the Spring Festival approaching, Jingdong Alibaba's two major e-commerce giants have begun a “new year” promotion.

The annual purchase of Spring Festival is the highlight of the annual Spring Festival. Many consumers have the habit of shopping in supermarkets and visiting shopping malls to organize new products. In the past, the big purchases of new goods often triggered a series of chain reactions, including grabbing parking spaces, crowded shopping malls, out of stock in stores, long queues for long queues, and the issue of quality rights protection would also burst out. In addition, many consumers, even if they have purchased New Year goods, have to send home their cargoes during the Spring Festival.

In order to reduce the pain points of consumers as much as possible, according to the “Securities Daily” reporter, Jingdong and Ali launched a new year sales campaign at the end of last year. As the Chinese New Year of the Monkey has approached, the momentum is growing. In contrast, due to Gome, Suning and other e-commerce mainly in 3C products, in the promotion of new products as the protagonist of the New Year's goods, the basic choice of the concept of the wall.

Nearly 90 cities deliver "no fight"

A few days ago, Jingdong announced that the 2016 Spring Festival Great Promotion will be formally launched on January 11 and continue until February 14. Compared with the past, the selling point of the JD.com major promotion is the nearly 90 cities across the country. The delivery service during the Spring Festival does not stop. Before this, Jingdong could only guarantee the distribution of major cities during the Spring Festival. "Distribution service" is not a problem. We have been doing it for several years, but all are small-scale. Now, we can guarantee that the delivery service will not stop during the Spring Festival of 90 key cities and 139 Jingdong County in the country. This also means that It can cover more than 80% of the user groups in JD.” said Xiong Qingyun, vice president of Jingdong Group.

According to reports, during the big promotion period, Jingdong's tens of thousands of employees, including warehousing, distribution, and customer service, will stick to the frontline and ensure that consumers in nearly 90 major cities across the country can enjoy Jingdong's efficient and convenient distribution services during the Spring Festival.

In this regard, Jingdong also admits that the cost of this "sticking" is huge. "We have calculated that we will not fight during the Spring Festival and it will definitely be a huge cost for the company," Xiong Qingyun disclosed.

However, Liu Qiangdong never cares about these costs. “Everybody knows that many of the grassroots employees in Jingdong are from rural areas. They come to big cities as couriers. On the day of the reunion of the ten thousand families in the Spring Festival, these couriers must continue to hold their posts. Therefore, Liu always proposed a policy by the company. The rural employees who have invested capital in the first-tier cities can receive their wives and children in the city for the Chinese New Year and they can enjoy the same joys as the vast majority of consumers. Xiong Qingyun said.

JD.com launches "Hometown" APP

Since last year, JD.com and Alib.com have also focused their business development efforts on the rural market. Naturally, the heavy sales of New Year's goods are also a part of rural e-commerce. It is reported that this year's big promotion, Jingdong launched a new "village APP" for the rural consumer market, to help rural New Year consumption, helping rural consumers to more easily purchase quality New Year's goods.

The problems faced by rural users in purchasing new goods are even more complicated. Traditional channels not only have fewer types of goods, but also have to endure higher prices than urban consumption, leading to “quality of life” being difficult to enter into rural areas. According to JD.com, in response to this widespread phenomenon, the “hometown APP” can accurately recommend products that meet the geographical characteristics of rural areas, user needs, and consumption habits, so that rural consumers can also have diversified product choices to help them purchase. High-quality and inexpensive New Year's goods have eliminated the gap between urban and rural areas to the greatest extent, and at the same time, they can gradually realize the “upward” of local high-quality agricultural products and sell the distinctive New Year's goods to the whole country.

Coincidentally, in response to the rural market, Ali has also launched the “Township Sweet” channel, which is committed to integrating rural Taobao’s unique local government and rural Taobao partners’ resources to find high quality, traceable agricultural products from the source. In the future, through product tools such as transaction process modification, traceability, and insurance access, the “Xiangtian” channel will also be expected to carry agricultural product sales patterns such as adoption, reservation, and cycle purchase, and will focus on creating order-based agriculture “cloudy rural areas”.

Ali launches crowdfunding "send drama to return home"

Compared to Jingdong’s “real honesty” in terms of distribution, Ali was innovative in his “creative” aspect.

The Alibaba New Year Festival was jointly organized by rural Taobao, Taobao, Tmall, and the four major e-commerce businesses. It attempted to create an upsurge of “foreign goods going to the countryside and local goods entering the city”. Among them, the most creative was the “send of drama”. Township project.

On January 15th, Alibaba Rural Taobao announced that it will launch the “Send Opera to Hometown” project for the Ali New Year Festival. It plans to send traditions to 30 poverty-stricken counties in nine provinces (cities) including Sichuan, Chongqing, Henan, and Chongqing through online crowdfunding. For theatrical performances, ask the people of their hometown to watch the drama.

According to reports, from January 15 to January 22, the public can raise funds through online purchase of four different New Year folk products of 9.9 yuan, 59.9 yuan, 99.9 yuan, and 9999 yuan. Once the crowdfunding is successful, Alibaba Group will be responsible for sending traditional theatrical performances to 30 impoverished counties in nine provinces (cities) of Chongqing, Sichuan, Henan, Anhui, Jiangxi, Jilin, Heilongjiang, Hebei and Hunan on the same day of the 15th Lantern Festival. . At that time, Sichuan Opera, Henan Opera, Huangmei Opera, Tea-picking, Errenzhuo, Peking Opera, Huagu Opera and other traditional performances with childhood memories and local characteristics will be staged in the countryside, bringing a lot of happiness to the villagers. .

It is reported that "send drama to the hometown" is part of the many online and offline activities of Ali New Year. Sun Lijun, Alibaba partner and general manager of the Rural Taobao Business Unit, stated that the Alibaba Festival aims to create one of the most lively and flavorful festivals in China, and “send back home” connects the city and the countryside through Crowdfunding passes on the homesickness and the villagers look for a play to find out the taste of the year, and it brings back a heavy nostalgia and a deep sense of yearning.