JD。 With the blessing of COM, the whole package strategy of Shangpin ZJS can be described as "riding the dust"

Author | Duan Chuanmin (strategic marketing observer)

To tell the truth, although I have written the book "Why is Shangpin ZJS" and have been observing it, it is still a mystery to me.

It is different and unconventional; It is lonely and exists in the industry. Although it is a custom-made home on the surface, it sells furniture. But it is more like a data company, a new technology company with digital-not just Internet capabilities.

Moreover, in business form, it is like a Transformers, which looks highly plastic and is in constant fission and growth. So far, it is not covered by a simple custom home. There is a highly vertical integrated system, an integrated cloud that empowers the home improvement industry, and the most influential MCN organization in the industry. ...

Even in the organizational structure and operation, Shangpin ZJS is different.

The original Shangpin ZJS is divided into two customized home brands (Shangpin ZJS and Wei Yi ZJS) and online New Home Network. Shang Wei Group is its intelligent manufacturing and production base. Fiona Fang, which has been conducting research and development for the past two years, began to rush to the front desk and launched HOMKOO Cloud. Shangpin ZJS launched the whole package of Christmas birds, while Xinju.com launched the cool brand of tooling channels and its own MCN (Internet celebrity) ... So at last year's Guangzhou Expo,

Different from the business division system of most enterprises, the business division of Shangpin ZJS is also very strange: there are brand separation, channel separation and professional separation. On the basis of separation, it also emphasizes integration-online and offline integration, brand and career integration, and professional and business integration. This kind of complicated link can't be played in general enterprises at all, but it seems to be unimpeded in the delivery of shangpin home delivery, which is quite strange.

In fact, I know the reasons: first, because of its information thinking and ability, the company has been opened up by informationization (now called digitalization), that is to say, its organization, business and operation are completely based on this, which can be used to point where it is, and it can be simplified through the system again; Second, because of its "competition, execution and family culture", it emphasizes the overall view and team view, and emphasizes the mutual assistance, love and encouragement of execution and family. No matter how complicated things are, they should be done efficiently.

For example, four years ago, Shangpin ZJS began to lay out and develop the overall package business. In other enterprises, publicity comes first, business comes first, and it is easy to be the first, but in Shangpin home delivery, information comes first, and supply chain logistics comes first, it is difficult to be the first.

Let's not talk about informatization here-this is its specialty and expertise, only the supply chain. Because the whole set has just begun, it is certainly not easy to integrate the supply chain. After all, you are small. Other companies may do this: try to find some suppliers and let them sell in them. It is best that the delivery and maintenance are from other manufacturers, and it is best not to occupy funds, warehouses and energy. Shangpin took the most bitter and stupid way: he bought goods from cooperative suppliers, transported them to his warehouse, and then delivered them to customers together with customized furniture by his own logistics, and his supervisor was responsible for the overall construction of the site ... These four steps, each of which revealed daunting complexity.

I calculated that during the four years from 20 17 to 2020, the contribution rate and sales proportion of all-inclusive business were 2.28 million (0.04%), 192 million (292%), 430 million (5.93%) and 539 million (829 million) respectively.

This typical case shows that Shangpin home delivery is not only a "scientist" in customized home furnishing industry, but also a "doer" in pan-home furnishing industry. Although the whole link of technology and process is of great significance, Shangpin ZJS did not stay in the laboratory, but was used in the battlefield and achieved a staged victory.

This is its strength. In my opinion, Shangpin ZJS does have excellent ability to face complexity and systematize it, thus making it fundamentally simple. To put it simply, it is to complicate seemingly simple things first-digitize everything, and then simplify complex things-and command everything systematically.

Even so, for a long time, people still can't see the true face of Shangpin ZJS, because the commercial references in reality are invalid for it.

In other words, the inner monologue of Shangpin ZJS is like this: "I am me, a different fireworks." I firmly go my own way, why should I be like others? This sentence was said by Chairman Li: "Only enterprises that truly create value for customers can stand the test of history."

Li said this in a letter to shareholders in April 20021year. It is estimated that shareholders (including industry observers) are also puzzled when they hear this sentence: Does "value" not need performance support? How long is "history" Isn't two years enough? Unexpectedly, two months later, the appearance of JD.COM made these two indicators concrete.

In the context of the alliance with JD.COM, Shangpin ZJS suddenly pieced together a magnificent picture of the seemingly complicated business sector.

The integration of software and hardware brings more lengthy processes and more complicated links. Although Shangpin ZJS has solved many problems such as digitalization and implementation, it lacks strong market thrust, which can quickly spread this module and optimize cost and efficiency. The strategic alliance with JD.COM not only brings lower supply chain cost and warehousing logistics efficiency, but also brings strong flow and financial support for its platform. This may mean that the whole battle will heat up rapidly, and Shangpin has set a very high threshold and will be in a leading position in the industry.

You may think this statement is a bit exaggerated. Let's analyze the so-called integral packaging.

The background of the whole packaging is the change of consumer demand, and many users have tended to solve the problem of soft and hard packaging in one stop. For the custom home industry, the predecessor of the whole outfit is the big home, that is, the custom home+soft bag that does not involve hard clothes. The big home market is clear, and customized home has network advantages, which should be "market (field)". In fact, before 20 18, basically all the "big family living" strategies were in a dead state, and only Shangpin ZJS exceeded 10% in supporting sales, accounting for 14%- 17% in recent three years. I also counted a custom-made head enterprise with a large population. 20 19 years, accounting for only 5.87%.

In other words, the idea of living together is beautiful, but the reality is very skinny. Now I've changed a vest and a whole set of clothes. Will the situation change substantially? Absolutely not, it will only be more intense.

The reason appears on the "match". Many home furnishing enterprises only sell it as a "match", at most, it adds some strength to the promotion, without the support of its operating system.

Li said: "The real integration should be the integration of' supply chain', not the simple integration of' suppliers'." He talked about the core of integration, which is the operational level and the back end of strength. I think we need to add another one, that is, digital integration, not only infrastructure, but also marketing front-end. The digitalization of "supply chain" is a trend, but also an ability.

Without a digital foundation, the whole set of equipment is lame, and it can't run fast or far. At present, it may take 5-8 years for a third-party software company to reach a similar level, because it requires not only the research and development of information technology, but also the effective connection with business organizations and processes, and related enterprises need to master it skillfully in the process of training and promotion.

The research and development of Shangpin ZJS only took three or four years, because it has the genes of its software industry, and because it is directly combined with its own business team and market, and it is logically disassembled, optimized and iterated in practice. To this end, it even gave up the opportunity to catch up with the second place. Originally, I thought that Shangpin ZJS could achieve this goal on 20 19. As a result, it put a lot of energy into the research and development and verification of the whole strategy.

Under the deconstruction of Shangpin ZJS, the general concept of self-assembly is simplified to three core issues: digitalization, supply chain integration and construction standardization. The first is the foundation, the second is the difficulty, and the third is the focus of customer experience. Only the first two items are enough to keep most customized home furnishing enterprises out of the competitive battlefield. The result may be the same as everyone else. Most companies make money, fish in troubled waters, and then rush to the next upgrade concept.

Interestingly, whether the self-operated mode can work is not limited to the self-operated mode of Shangpin ZJS, but also requires two conditions: whether Shangpin ZJS can rapidly expand this mode into an unprecedented advantage in performance; Is there any way for industry enterprises to have these three core competencies? The former needs ZJS as a revolutionary and pioneer, while the latter needs to find a solution to empower the industry. In the past, Fiona Fang Software was restrained by Shangpin in supporting customized home furnishing industry. In the future, is it possible to find a win-win solution?

The appearance of JD.COM, the knight in white, gave these two points a historic opportunity to solve: on the one hand, JD. The brand, traffic, supply chain and capital of COM will promote the rapid expansion of Shangpin ZJS. On the other hand, the latter can support JD in reverse. The strategic progress of COM in pan-home industry. In other words, with the full support of Shangpin ZJS, JD.COM may become a huge promoter of the overall strategy of the pan-home industry.

Realizing this is not only the victory of the overall equipment of Shangpin ZJS, but also the victory of JD.COM. COM's pan-home strategy is more likely to be a victory in the strategic upgrading of the home furnishing industry.

I think this is probably the reason why JD.COM attaches importance to the delivery of Shangpin home delivery and chooses to issue shares again on the basis of acquiring Chen Da shares. With a market scale of trillions, the home furnishing industry has been coveted by first-tier Internet giants and real estate giants such as JD.COM, Ali and Xiaomi, and even Shell has recently joined the competition. However, the household industry is very different from the original 3C and consumer goods. It is more non-standard and emphasizes offline service, and more and more emphasizes user personalization and overall one-stop solution. Therefore, compared with 3C and consumer products, it is more complicated and needs strong offline support.

JD.COM, which has been strengthening its home furnishing business in recent years, needs far more than 654.38+200 million yuan of investment from Shangpin ZJS, and it will take at least 3-5 years to build such a system and vertical business capability.

In this regard, the Internet home improvement platform that fell into silence after a few years of popularity has become a lesson.

The custom-made home furnishing industry doesn't look high, but why did many well-funded bosses fail before? The reason is that only capital and resources are not enough, and only the digital ability of the Internet is not enough. It also needs a highly vertical, online and offline digitization capability; Only the supply capacity is not enough, but also the integration ability; Only online traffic and efficiency advantages are not enough, but also the management ability of the last meter (not one kilometer) under the line (especially at the home improvement site). This is not an ordinary manufacturing industry, but a service industry that emphasizes experience and complex processes, and it is also a deeply digital technology industry. This is also the reason why customized furniture not only beats finished furniture, but also becomes the core of the whole pan-home customization trend.

It is correct for JD.COM to choose this way of capital cut-in and strategic cooperation. Trade capital for time and marriage for space. The key of this capital thinking lies in the maximization of efficiency and the persistence of interests.

In order to develop the home furnishing industry into a performance growth pole, JD.COM needs three key points besides its own supply chain (including logistics) capability and powerful sales platform: vertical and deep digitalization capability, online and offline integrated service network and numerous home furnishing players. These three points are possessed by ZJS, while the latter can "empower" the whole industry through circular BIM assembly technology.

In this strategic cooperation with JD.COM, Shangpin ZJS has shown an unprecedented openness and positive attitude in its own square BIM and its new home MCN to empower the home industry. In other words, these two core competitiveness will be mainly oriented to JD.COM, supporting it to expand its influence in the home furnishing industry and deepen the market.

Therefore, although JD.COM has a trillion-dollar scale, and Shangpin ZJS is currently less than10 billion, the strategic cooperation between these two partners with different scales in the home field is equal and mutually empowering. JD.COM provides capital, flow, supply chain and financial support, and Shangpin ZJS gives back core technical resources such as vertical digital technology, channels and MCN. At the same time, both of them actively * * * innovate business forms: cooperate to open stores and explore efficient collaborative trading scenarios; * * * Promote the overall packaging strategy of the industry.

Of course, JD The growing fashion home business group will certainly be more than just a strategic partner of Shangpin ZJS in the future. Its primary task is still to give full play to the advantages of platform e-commerce and warehousing logistics, and continue to expand the sales of the home industry. However, if we can give full play to the vertical digital advantages of Shangpin ZJS and build a vertical industrial Internet, the performance contribution will be attractive enough.

"Mountain dancing silver snake, original wax elephant." This is a rare scene where a snake dances like a * * *. The direction of dance steps is pan-home industry, with a market scale as high as 4 trillion. Today will JD. A small step in the cooperation between monks and houses has become a big step in the pan-home industry, "trying to compete with God"? It seems too early to say now, but the music has started and the two are slowly entering the dance floor. Perhaps soon, exciting news will follow.

Coach and consultant-the road to double performance

Duan Chuanmin, a strategic marketing expert, is a cross-enterprise, cross-occupation and cross-media researcher. Known as "the school of research in actual combat, the school of actual combat in research", he has long served as a strategic marketing and development consultant for many enterprises.

Advocate "coaching consultant-the way to multiply performance", and help enterprises achieve the goal of rapid growth of performance through five steps, such as "setting direction, building teams, finding ways, allocating resources and grasping the ground", centering on the three modules of "guidance, implementation and integration".