Three questions: Is consumer Serina Liu so gullible?

Is consumer Serina Liu so gullible? 20 15- 1 1-09 1 1:23: 13? Source: Network

The price butcher knife has rusted, and low-price promotion is mostly a scam. The so-called logistics investment has become a joke, and even the high logistics cost has become a shackle that restricts the price war. I can't help asking, Liu, do you care about JD The life and death of COM in three years?

The double eleven has not yet arrived, and the killing between several major e-commerce platforms has long been bloody. However, JD.COM has some abnormal pace disorder.

First, he said that he would not fight the price war. Later, he was forced by Suning. He said that the price war must be fought. However, smart consumers find that the price war in JD.COM is far-fetched. All kinds of prices are raised first and then returned, and all kinds of special prices are available. Consumer complaints are flooding the internet. I wonder if JD.COM Xiaoer, who is in charge of the industrial and commercial bureau, can even it out?

Before evaluating JD.COM, we should remember JD first. The contribution of COM to China's e-commerce. The e-commerce war launched by JD.COM three years ago strangled the traditional retail industry, although it had some offensive means, but it promoted the Internet evolution of the retail industry in China as a whole.

Although Gome and Dangdang were completely marginalized after World War II, Suning has also achieved Internet transformation after three years of hard work, but on the whole, they all belong to the proper meaning of an industry to promote competition and even the success or failure of its rise and fall. The whole field of Internet retailing should remember JD.COM. The catalytic effect of COM in those years.

However, is JD.COM still JD.COM today?

I'm afraid not.

Today, as consumers, we have three questions to ask Liu.

Q: Is your butcher knife rusty?

Once, Liu was the winner of e-commerce.

We all remember that it was developed by Liu after rounds of price wars. The earliest bloodbath computer city 20 12 set foot in household appliances, and even recruited 5,000 price intelligence officers from all over the country to copy prices in Suning and Gome, and suppressed prices in a targeted manner. Later, when I entered the books, when I faced Dangdang, I simply strangled Li Guoqing in the meat grinder.

At that time, Liu was all-powerful in Weibo and fought bravely, winning bursts of applause.

However, in the latest interview, Liu repeatedly said, "When the media described me, they were all overbearing presidents, fierce and arrogant, which was equivalent to fighting, but they were not the real me."

It seems that Liu is eager to change the impression he has formed in the public over the years.

This year's Double Eleven, JD.COM. The behavior of COM is more intriguing. First, in the face of Suning's aggressive ultra-large-scale price war "Pingjing Campaign", JD.COM hardly responded positively, but kept sending emails to various suppliers complaining that "business can't be done at this rate". After Tmall launched a special promotion and cooperated exclusively with suppliers, JD.COM hurriedly reported to the State Administration for Industry and Commerce.

As a human demon who once dominated the rivers and lakes, the price butcher who swept the three worlds with price wars, once a proud and enviable bad boy, became a good student in this year's Double Eleven. I asked the teacher to snitch before the fight!

JD.COM, where's your pig knife?

Looking up the financial history of JD.COM, we know that this e-commerce giant founded in 12 has never made a profit. The price war that once shocked the rivers and lakes is only the competitiveness established by burning money.

But, JD.COM, when you want to make a profit, when you don't want to fight the price war again, have you betrayed your promise and original intention? And the price you once held high, is the butcher knife rusty?

Second question Liu: How long will you cheat us on your low price?

Double Eleven is an online shopping festival initiated by Taobao. The model comes from "Black Friday" abroad. The core value lies in the ultra-low special price to attract consumers to buy, and low price itself is a normal strategy. However, JD.COM, which wants to transform its profits, does not want low prices, so how can it play the Double Eleven?

So some sneaky tricks were born, which was simply a scam.

Although on the surface, JD.COM pretends to be dismissive of Suning's "Pingjing Campaign" price war, privately, he has been fighting with clever means.

The first is to raise prices first and then cut prices across the board.

The concentrated effect of the Double Eleven is noisy. Many consumers are used to choosing goods before the festival and grabbing discounts during the festival, so many goods are actually paid attention to by consumers in advance. For example, a netizen took a fancy to a washing machine. Before 1 1, it was still 1999 yuan in JD.COM, but since 1 1, the price has changed to 2 199, with only a "full 65438" added. The price hasn't changed, but if consumers who don't understand this process buy this washing machine, they will be grateful to JD.COM.

Don't JD.COM know that there is an artifact called "price comparison assistant", which can check historical prices and compare prices horizontally on different platforms?

Secondly, it is out of stock directly after the price reduction.

To tell the truth, JD.COM has been playing this game for many years, which is quite out of date. This game can deceive careless consumers, but at least it can generate sales. But another trick, there is a tragic self-breaking meridians.

165438+1In the early morning of October 4, Suning accidentally leaked two price war forms, both of which were hot-selling goods. Hou Enlong, chief operating officer of Suning, immediately said that the new price will be implemented from the 5th. Among them, the most striking thing is the new iPhone. Take the best-selling iPhone 6s 16GB gold model as an example. The real-time price in JD.COM is 5288 yuan, and Suning sells it directly for 4858 yuan. What is the difference? 430 yuan. In this regard, JD.COM did not respond directly, but chose to follow up and directly changed the price to 4,666 yuan. It's hard, isn't it? At the same time, however, this iPhone has become an iPhone that no one can buy in JD.COM. Users in almost all regions are reporting that it is impossible to grab the so-called iPhone, even if they grab it 20 times. Is this still on sale? Let's take a chance. If you are really lucky, you might as well go to 0 yuan in Suning for a flash shoot.

Pull the price lower than the opponent, but it has been unable to grab it, or even directly out of stock. Obviously, JD.COM just doesn't want to lose money.

Poor Suning followed up in time and adjusted the price to 4,665 yuan, one yuan cheaper than JD.COM, and continued to supply. Until the time of writing this article, Suning was still selling.

The so-called low price, JD.COM did play a clever card, but who was hurt by all this? Or we consumers. In order to maintain the low price image of price killer, JD.COM. COM's strategy even damages the user experience.

Want to maintain the image of low prices, but reluctant to lose money, this is the most tangled thing in JD.COM at present.

Want to make a profit, Liu wants to transform, but still don't want to give up the impression bonus of price killer that has been established in the hearts of users for many years.

Liu: When will the cow that has been blowing for many years be cashed?

Talking about low-priced JD.COM is like drinking a cup of sad memories. The bad boy who used to be domineering and enviable has grown up now, and finally feels that it is not easy at home. He wants to make money, want to make money, and want to live a good life.

But don't, please don't cheat consumers with those clever tricks! Over the years, you have been playing with false prices and selling second-hand goods, and you have also sat in the industrial and commercial bureau to eliminate our complaints. We can forgive all this, but if you really don't want to reduce the price, you can at least formally say hello to us!

However, there is one thing I can't understand: Why can Suning bear the low price while JD.COM can't?

After consulting a lot of financial data, I finally got the answer, which is the shortcoming of logistics.

What? Isn't logistics the killer of JD.COM? Don't you challenge Tmall's nuclear weapons every day? How can this be JD.COM's shortcoming?

At first, that's what I thought. After all, over the years, Liu Zeng said on various occasions that "investing in huge logistics is the core competitiveness of JD.COM. COM ",known as" the first warehouse in Asia "in JD.COM. But this is not the case.

JD.COM claimed to invest10 billion yuan to establish its own logistics, but it was not until the latest financial report announced the financial investment, JD.COM. The fixed assets of COM are only 2.4 billion, and the projects under construction are only 654.38+0.9 billion. In other words, even if all these fixed assets and projects under construction are invested in logistics, only 4.3 billion yuan will be invested. Suning's financial report shows that at present, the depreciated net value of logistics assets has exceeded 654.38+0 billion, and there are still more than 654.38+0 billion logistics construction funds continuously invested.

JD。 COM's 4.3 billion logistics investment, how can it beat Suning's 20 billion logistics investment?

Therefore, after JD.COM released the video and materials of Shanghai Asia No.1 warehouse, Suning quickly revealed four automated warehouses in Nanjing, Shanghai, Guangzhou and Beijing, each of which was bigger and more advanced, and almost every one was better than that in JD.COM. JD.COM was directly downgraded from the first in Asia to the fifth in Asia. ..

So, a few days ago, when Suning's Jingdong Logistics motorcade drove to the headquarters, it was reported layer by layer, and Liu was furious. The next day, it signed an agreement with a European warehouse construction company to build a warehouse.

However, I still remember to do the cow that I blew many years ago. Is it still too late?

Some people may say that the logistics speed in JD.COM is not bad. What does it matter if Suning can't afford a price war?

Of course there is, and it's very close. Why can JD.COM achieve a logistics speed experience similar to Suning when its logistics investment is only one fifth of Suning's? Because a large number of warehouses and trunk lines in JD.COM are rented, and they are rented with money. The so-called self-construction, only on the basis of renting a large number of external logistics resources, self-construction in local links such as terminal distribution.

If you rent it, the natural cost will be much higher. For example, Suning and Gome use SF Express for their own logistics construction without spending a penny. The logistics experience kills JD.COM in minutes, but the money paid to SF Express has doubled.

In fact, it is such a simple truth. Jingdong Logistics is fast because it is far more than Suning's logistics cost, and it is spent on renting external logistics resources. But who will bear this part of the cost? Of course, we are consumers.

It can be clearly seen from the financial reports of the two companies that the logistics cost of Suning is much lower than that of JD.COM, and the logistics expense ratio of Suning is only 1. 12%, while that of JD.COM is 7. 18%. The unit price of JD.COM and Suning is similar, about 300 yuan per order, so you can know by simple calculation. Assuming that the goods are also from 300 yuan, the logistics cost in JD.COM is 2 1.54 yuan, and that in Suning is 3.36 yuan. Assuming that the procurement costs of the two companies are the same, but they also choose not to make money to fight the price war, the price of Suning can still be cheaper than that of JD.COM 18. 18 yuan.

This is still the average unit price. What about a mobile phone or computer worth 5000 yuan? According to the average logistics cost, the price difference between JD.COM and Suning can reach 30 1 yuan.

Even if everyone doesn't make a penny, an iPhone in Suning can be 30 1 yuan cheaper than that in JD.COM. How do we fight the price war in JD.COM? Needless to say, on the day of 20 15 Double Eleven, many suppliers chose to stand on Suning's side, which shows that the cost of goods in Suning is lower than that in JD.COM.

Three years later, will there be JD.COM?

In the world of Internet, one year is equivalent to one hundred years of traditional industries. This time, Suning claimed to use all kinds of superior resources to fight the "Pingjing Campaign" for three years. On the other hand, JD.COM did not dare to confront Suning. Instead, it pesters Tmall to report, bickering and coquetry, and all kinds of behaviors ignore consumer feelings.

This is just the beginning of a self-destructive meridian.

I can't help asking Liu what he thinks. Where's your swagger? What about your ambition to defeat Buddha? You once said that you would pull down traditional retail, but your rival Suning has grown up and become stronger and stronger. Is your core competitiveness safe?

If JD.COM always ignores the growth of competitors and the experience of consumers, but only focuses on the strongest players in the field of e-commerce, playing an irrelevant war of words and playing with unnecessary flowers, in the long run, it is not difficult to imagine whether JD.COM will really exist in three years.

Because consumers are not so gullible!