In recent years, the online traffic bonus has gradually disappeared, and the new retail tide has swept the entire traditional e-commerce industry. At that time, JD.com was unwilling to be a pure e-commerce company. It began to aggressively lay out the offline retail market and preferred the most popular retail format in the current era. ——Convenience store. Liu Qiangdong even made a bold statement. By the end of 2018, 1,000 new JD convenience stores will be opened every day, and there will be a JD convenience store every 300 meters on the street. However, some industry analysts have analyzed that JD. "This plan is a bit of a" Great Leap Forward. "
Is it really the "Great Leap Forward"? There seems to be a conclusion now! JD Convenience Stores can be seen everywhere on the street. Although it has not reached 300 meters in one store, there are no less than 100 stores in each city. It can be seen that the speed of JD Convenience Stores is fast, fast, and fast! Recently, some stores have reported that although JD Convenience Stores seem to be large in number, only a few really make money, and some stores even bluntly: the longer they open, the more they lose.
The longer you drive, the more you lose? !!
Earlier, some netizens found that the JD Convenience Store near the home closed down: "A JD Convenience Store opened downstairs in the neighborhood, and more or less provided some convenience for the residents nearby. However, for some reason, this store is not long It has been closed! "Some netizens commented:" Can't open such a good location? "
There is such a question in Goku ’s question and answer, “Is JD Convenience Store worth investing?” Many netizens expressed their views, and most of them were not optimistic about JD Convenience Stores: “We have closed a few of them”, “Guangzhou opened early. Closed down, it's worth investing, let's have a snack. "
A convenience store owner stated on the Internet that the JD convenience store next to it could not be opened anymore, because JD's products were not returned and could only be thrown after expiration, such as a bottle of yogurt. The normal shelf life is one week. Time, but few convenience stores can sell all the yogurt in a week, so the expired products also lose the most, the new products are not afraid to sell, there are many products on the shelves are JD.com products, which do not meet the preferences of locals, Every month, excluding labor and rent costs, you have to lose thousands of dollars. Jingdong's brand can be used directly without applying. It was bought from a pocket of 10,000 yuan.
"Jingmen Chao" from JD Convenience Store
Look at the development status of mother and baby shops
Why is JD Convenience Store so crowded? First of all, JD.com has always been based on online shopping malls, and JD.com convenience stores with offline layouts can fundamentally solve the problem of zero experience! Secondly, JD Convenience Store covers old urban neighborhoods, office buildings, etc., and half of them are in rural areas. It can be said that the store density is high, the service range is small, and the convenience is strong. In addition, JD boss Liu Qiangdong painted a picture of the future at the time. The beautiful blueprint of "Unlimited Retailing" has really made countless people want to wear it, and even a broken head has to be rushed in to taste a little sweetness.
Let's think about it. Is the situation of JD Convenience Stores and the development of mother and baby stores in recent years surprisingly consistent? !! So, what can mother and baby stores learn from the “close tide” of JD convenience stores?
1.Jingdong Convenience Store Strategy Mistakes
JD Convenience Store has been looking at the rural market for a long time, and has not fully saturated the countryside as its important strategic direction. However, JD, which started from 3C, is too far-fetched to rush to sink the rural market. While JD is intensifying its rural layout, it has not given up its insistence on genuine products. JD.com, which has always used genuine products as one of the core of the brand's tonality, encountered a large rural market occupied by low prices and even fakes, which inevitably fell into a dilemma. It can be seen that JD.com, which started with logistics, self-employment, and genuine 3C, puts its own advantages on one side, and it is self-contradictory to force the rural market to relentlessly.
How can mother and baby stores overcome "strategic mistakes"?
In the past two years, the call for sinking mother-to-child channels has also increased. Indeed, based on the particularity of the mother-to-child industry, the consumer groups served are mothers and children, and the quality of products is even more demanding. Therefore, experience and service are two particularly important points for mother and baby stores, which are not available in online e-commerce. Therefore, it is very necessary to establish offline mother-to-child entities, whether in the first-tier or second-tier developed cities or in the townships and villages that are relatively backward in the third-tier or fourth-tier cities.
However, in the face of the current new retail tide, online and offline omni-channel marketing is a major trend. Online mothers and babies can solve the problem of opacity of product prices, multi-category comparison, and payment procedures; the offline experience can be improved. Product quality, safety, and mistrust of online shopping. Maternal and child stores must now learn to combine online and offline features while launching marketing and promotion services.
2. The purpose of JD convenience stores is not pure
JD Million Convenience Store has not served the rural market from the beginning, it can be said that it was the product of Liu Qiangdong's packaging to save the rural market, or it can be said that JD Online's e-commerce company has stood firm and cannot be shaken. Status, the large-scale opening of JD Convenience Stores is just a new attempt and method of JD seeking breakthroughs under its own growth bottleneck. Because this is just an attempt, JD.com has not used the “back-paid” money for business growth like in the past 3C and book era. Moreover, merchants joining JD.com convenience stores also need to pay different amounts of warranty money. In addition, JD.com is supplying Chain, personnel training, diversion to the store, brand empowerment did not make any substantial help to JD Convenience Store.
How can a mother and baby store overcome the "impure purpose"?
As one of the leaders in online e-commerce, JD.com has its own pride and willfulness. JD.com's convenience stores are just an expansion and attempt of its business. Even if there is no particularly large profit in JD.com, for JD.com, online The mall can give it a strong financial support, so it can be said that it has not done 100% of its intentions in the operation of JD.com.
Compared to JD.com ’s offline expansion, mother-and-baby stores are different. One is that compared to first- and second-tier cities, the rural mother-to-baby market has not been based on saturation, and supermarket species like JD.com convenience stores have never been The commercial stage has disappeared, and the same is true in rural areas. By contrast, mother and infant stores have much room for development. Second, people who have joined the mother and infant industry will have some "love". I really want to provide some babies with Good products, provide intimate services for mothers. And in the face of limited passenger traffic, without the spirit of serving the people, I am afraid that it will not be able to occupy the minds of consumers.
3.Jingdong Convenience Store
First of all, JD.com ’s logistics advantage is an important factor in its rise in e-commerce in recent years. However, in relatively closed rural areas, this advantage of logistics has not been effectively used. Compared with first- and second-tier metropolises, Establishing the same logistics system in the countryside will only make costs and benefits not proportional, which means losing money. Secondly, Jingdong's authentic advantages are a burden in the countryside. Even in 3C shopping, the social condemnation of fake or refurbished goods on Jingdong is far greater than other platforms. However, in the countryside, fakes are rampant, and everyone's brand awareness is weak. The desire to buy low-priced products far exceeds brand-name products. Finally, JD.com's rural market data and JD.com Finance can be described as a chicken rib. In the face of such a completely closed territory in the rural market, JD.com's accumulated consumption data can be said to have no reference.
How can a mother and baby store overcome the "adversity"?
First, mother and baby stores in townships and villages do not need JD.com ’s strong logistics system. The scope of small-scale customer sources is concentrated. In order to experience and serve, buying in stores is a major feature of township mother and baby stores. Even if someone needs to deliver to the door, Closeness is also an advantage. Second, whether it is in the first and second-tier cities, or the towns and villages in the fourth, fifth, and sixth-tier cities, everyone's requirements for maternal and child supplies are relatively high, although sometimes parents may not know the price of maternal and infant products based on their knowledge. I am obsessed, but after all, the audience for mother and baby products is children, so-called family babies. No parent is willing to make fun of their child's life. At this point, the situation of JD Convenience Store and mother and baby store is difficult to compare. Therefore, insisting on authentic products will not cause problems for mothers and babies.
The so-called "quick speed is not reached", to solve these problems, mother and baby shops also need to avoid the "Great Leap Forward". The "Jingdong closed store tide" reflects to a certain extent that JD.com is too aggressive in its new retail layout. At the moment, although online and offline omnichannel integration is inevitable, this does not mean that it is a great opportunity to make a profit at this moment. The problem of "getting to work quickly" exposed by JD Convenience Stores is obviously that the thinking of the special large-scale environment of the rural retail market has not been able to fully clarify the thinking, but only blindly pursues "quantity", emphasizes the number of millions of stores, and ignores " The importance of "quality" did not achieve what was said at the time: just looking for a place with a large number of people can guarantee a monthly income of about 8,000 yuan.
The same is true of mother and baby shops. When opening a store, you must not only pursue speed, but don't watch the process. Avoid "get going fast!" First of all, be prepared to face any unexpected problems. Not everyone can make a profit without doing business. Secondly, before the store is opened, a full investigation should be conducted, including location selection, the release of the population of the store, and the gathering of people nearby. The nature of the work unit, the nature of work, the consumption power and habits of the region, whether there are similar stores, and whether the business is good or bad; in addition, the store decoration, purchase, selection, training of shopping guides, etc. must be very careful and have core competition Force is very important. It can be said that mother and baby stores are not "more" than "fine".