The plot behind the e-commerce giant's fierce battle

If we say that the previous two years of "Double 11" still remain at the "air-to-air propaganda" type price war stage, this year's "Double 11" is the short-sleeved connection between the giants. When Alibaba launched the "Hangzhou + Beijing" dual home, it also moved the "Double 11" headquarters to Beijing; Suning's merchants directly called Jingdong and started the "Jing Ping Campaign." Jingdong pulled Tencent and played social traffic cards. "Double 11" suddenly changed from an e-commerce traffic battle into a giant's bloody battle game. Behind the bloody battle is the acceleration of integration between giants.

Hard War: Giants Showdown

This year's "Double 11" has not been destined to be a fierce battle. Prior to this, the giants could be described as "best" and their actions continued. This year's "Shuang 11" will undoubtedly become the stage for giants to prove their "value for money."

Following the release of the “Double 11” Globalization Strategy in Hangzhou, the day before yesterday, Ali and Suning and Intime announced another “Double 11” strategy in Beijing – the Wandian Celebration Program and announced the Beijing strategy, in addition to the previously announced The “Double 11” headquarters moved to Beijing and the first “Double 11” party to take charge of Alibaba’s important mission will also appear in the “Water Cube”. At the same time, Tmall will concentrate on deploying the global ecosystem of high-quality resources in Beijing, without capping. Beijing market investment.

The speech of Sun Weimin, vice chairman of Suning Yunshang Group, added to the gunpowder flavor. Suning will use Jingdong as a benchmark and start the “Pingjing Battle”. “The price of Suning's self-operated Commodities will be lower than Jingdong's, if high At the price of Yu Jingdong, internal personnel were notified at one time, two punishments and three classes."

The day before Ali’s conference was held, Jingdong had just pulled up Tencent and many brand companies to hold a meeting to start the Jing Teng plan. According to the plan, both parties will come up with their own strongest resources and products to create a brand-commerce business platform called "Brand-Commerce".

In fact, this year's "double 11" battle has long been buried. In July of this year, Jingdong invested 10% of its shares in Yonghui Supermarket at a total price of about RMB 4.31 billion, kicking off a giant acquisition and integration. Since August, Ali has staked in Suning at a high price of approximately 28.3 billion yuan, becoming the second largest shareholder, setting a new record, while Suning has subscribed for not more than 27.8 million shares of Alibaba’s newly issued shares for 14 billion yuan, and subsequently reached an agreement with Wanda Group. In cooperation, Suning YiCloud Store will land in Wanda Plaza.

Breakthrough: Show Strong to Capital

Under the momentum of the opponent's death, it is impossible to cover up the eagerness of the giants to break through. Some industry insiders told the Beijing Business Daily that under the powerful offensive of the giants, they were demonstrating to their competitors on the one hand, and they were also demonstrating strength to the capital market and continued to strengthen the position of the brand in the minds of consumers.

Ali, whose first anniversary was just listed, did not perform well this year. Not only did the stock price continue to fall in the later period, it even fell below the issue price. In addition, Taobao, the world-renowned hero, is also facing increasing pressure from public opinion, involving fake and swiping orders, which makes people suspicious of the model; Jingdong continues to face loss pressure, and when profits become the common expectations of the industry; and Suningze Continue to walk on the O2O transformation road.

According to the analysis of Beishang Research Institute, various giants are faced with various pressures, and the rise of O2O has filled the industry with more uncertainty. Compared with the previous "Double 11" that simply means that the market share of e-commerce companies is different, today's "Double 11" is the best touchstone for new business models and new businesses. Zhang Jianfeng, president of Alibaba Group's China Retail Group, said that e-commerce did not find a way to integrate O2O with omni-channel, which is one of the reasons for creating Wandian games together.

Mo Yuqing, director of the online retail department at the China Electronic Commerce Research Center, said that for Ali and Jingdong, "Double 11" is a promotion season that cannot be ignored. It is an excellent opportunity for the Tmall supermarket to play brand in the north.

Fission: Fusion Battle

Although the "Double 11" battle has been unavoidable, there are deep strategic intents behind the enterprise. Mo Yuqing said that on the face of it, each player played fiercely, but under diversified business, all parties have their own advantages, and there is no relatively weak party. Beishang Research Institute believes that the giants are exploring the new model by "double 11" to speed up the integration of online and offline.

Zhang Jianfeng stated at the press conference of Wandian Tongqing that the Wandian Tongqing program is a brand new exploration and attempt for traditional brands and traditional stores. Zhang Jianfeng believes that traditional businesses cannot die out. Under the new form, e-commerce companies need to study how to form a better integration with traditional businesses. That is, the current omni channel, “Exploration will fail now, but it is still worth a try. ".

Sun Weimin also said that "Jing Ping Campaign" is not only a part of the grudge, but also the self-confidence of the supply chain after the company develops to a certain extent. "For Suning, the most important thing is to establish a social service based on new retail resources. New profit model." For Sun Weimin, the real price war is based on a strong supply chain. The essence of the price war is the value war of retail capacity.

Industry analysts told the Beijing Daily reporter that the cooperation between JD.com and Tencent will not produce much effect in a short period of time. Social traffic will not be converted into sales volume soon. “The cooperation between JD.com and Tencent Suning Baotui's response, on the other hand, is to take advantage of the mobile side." JD.com CEO Liu Qiangdong said at the Beijing Teng Plan Conference that the future is destined to be an era of mobile. With the continuous development of mobile devices, shopping will become WYSIWYG, even what one wants.