At the end of the year and the beginning of the year, it is time for a group of brand owners to collectively PK New Year films.
According to the trend of previous years, most of the short films of domestic brands are Spring Festival sentiment stories. However, "JOY STORY: JOY and the Heron", which has been screened in recent days, seems to have jumped out of this circle and brought a little surprise.
This is a New Year's eve film taken by JD.com and Oscar team Passage Picture for a year to make for its own "first internet red dog" Joy.
Do you think that this painting style is a bit familiar?
The "Rolin Wild" series of ads that was popular on social media around the world was also from the team's hand ↓.
"JOY STORY: JOY AND THE HERON" is only 4 minutes long, and the plot is not complicated.
Joy dog follows his owner in a small boat to go fishing in the lake, only to encounter a heron grabbing bait (earthworm). The two sides fought for three rounds, losing both, one was reprimanded by the owner for shouting, and the other was chased away without taking much food.
However, when Joy discovers that the heron is feeding the baby, he generously shares the owner's bait with the heron. And the heron also knew the reward and sent Joy a dozen live jumping fish, so that it was praised by the owner.
Of course, JD.com is time-consuming and labor-intensive, and it doesn't just want to tell such a simple story. If you pay attention to the e-commerce field in the past year, it is not difficult to see that this film is a metaphor constructed by JD.com.
On February 8, at the third partner conference of JD Logistics East China, Yang Xiaomei, head of the Jingdong East China Marketing Center, explained the intention of the story of the New Year film in this way.
"Joy represents all employees of JD.com in 2018, JD employees and this joy represent loyalty, credibility and kindness, heron represents competitors, competitors and social environment, the two seem to have a competitive relationship, but in fact, if through our assistance, sharing and collaboration, we can ultimately achieve a symbiotic relationship."
When saying this, Yang Xiaomei was facing more than two hundred "herons" who were officially present.
At the end of the film, Joy and Heron turn enemies into friends and rely on each other to get what they want. But in real life, is it possible to achieve a symbiotic relationship with competitors?
The answer to this question can be glimpsed through the cooperation between JD Logistics and NetEase Yanxuan.
Although JD.com and NetEase have gone through different models, the same e-commerce, the two have long had a fierce competitive relationship. Especially in the middle of January this year, Jingdong launched the life home free brand "Jingzao", using the OEM/ODM model, that is, to find the upstream manufacturers of big brands to oem their own goods. Whether it is from the model, category or design and publicity style, it is not difficult to see that it is NetEase that is strictly selected by Beijing.
However, even the fierce competition has not affected the cooperation between the two companies in logistics.
In December last year, Wang Zhenhui, CEO of JD Logistics, revealed that NetEase Yanxuan had low-key access to JD Logistics. This means that after that, NetEase's strictly selected orders will be divided from SF's hands and handed over to JD Logistics to complete.
As soon as the news came out, it stirred up a lot of waves in the field of e-commerce. This handshake, JD Logistics is looking at the considerable income brought by NetEase Yanxuan's orders, while NetEase Yanxuan is looking at the ability of JD Logistics.
Therefore, competitors can also work together to pursue common interests in the subdivision field.
JD.com wants to achieve a relationship of both competition and cooperation with more peers in the future, and JD Logistics, which connects people, goods and fields, may be the most open entry point.
"Ten years ago, when our founder, Mr. Liu Qiangdong, began to decide to build his own logistics, everyone thought he was crazy."
Also at the third partner conference of JD Logistics East China, Huang Xing, vice president of JD Group and general manager of East China Branch, confided the concerns of employees when choosing the "heavy" model of self-built logistics.
What are the characteristics of the "heavy" mode?
Assets are heavy, the investment is high, and the risk is high, but once the harvest begins, the harvest will be very impressive.
Now it is finally time to blossom and bear fruit, and the "weight" of self-built logistics that Jingdong people once worried about not being able to bear has supported the volume of Jingdong's trillions of sales today.
At the meeting, Huangxing announced several sets of data from JD Logistics -
More than 500 logistics centers nationwide;
It operates 13 large-scale intelligent logistics centers "Asia One", which is one of the largest and most automated modern logistics centers in Asia;
Services cover 99% of the country's population;
57% of self-operated orders are delivered within 12 hours, and 90% of orders are delivered within 24 hours;
······
Huang Xing cites these data to illustrate a conclusion: JD Logistics has become a logistics enterprise with the largest infrastructure in the country.
The moat excavated by JD.com in the past decade is difficult to match by third-party logistics companies and the Ali rookie platform that takes the road of "light" mode.
However, the volume is not the main reason why partners choose JD Logistics. For retailers and brands, they are more concerned about logistics costs and speed than the infrastructure of logistics companies.
In the United States, logistics costs account for 8%-9% of GDP, while in China, this is 15%. The reason is that there are too many chains in the logistics process. For example, according to the traditional supply chain, if the fish obtained by the owner of Joy in "JOY and heron" is to be delivered to the consumer, it may have to go through the turnover of wholesalers, retailers and multiple warehouses, requiring 4-5 layers of chain level. However, through the model of Jingdong Logistics, after the goods are produced, they can be delivered to consumers through the transfer of self-built warehouses, and the chain level is only 2 layers.
The shorter the supply chain, the more cost savings there are.
Coupled with the operational experience accumulated by JD.com in the past ten years, as well as the automation and unmanned technology developed in the past two years, from receipt to shelf, storage, reduction, packaging, distribution, packaging, packaging, packaging and other links to the final distribution, the efficiency of each link has improved, and the speed of goods delivered to the hands of users has also increased a lot.
Huang Xing said that JD Logistics has reduced the cost of social logistics in China by 70%, and the efficiency of social logistics has increased by more than 2 times.
In December last year, NetEase CEO Ding Lei said at the sub-forum of the World Internet Conference, "I often buy things on JD.com, the reason is that in addition to genuine products, the most important thing is that logistics is very fast." ”
Ding Lei's short sentence may, to some extent, represent the voice of JD Logistics' partners and users.
On April 25, 2017, JD Logistics spun off from JD Group and established an independent third-party logistics company. In December of the same year, at the "2017 Global Next-Generation Logistics Summit", Wang Zhenhui, CEO of JD Logistics, summarized "symbiosis" with "short chain" and "wisdom" as the "3S" characteristics of the new generation of logistics.
In order to create its image as an ideal partner, JD Logistics wants to do a lot more.
Huang Xing revealed that they are currently testing a system called the "Dynamic Pricing System". According to the rules of this system, the real-time price of goods will change with the weather, holidays, competitor prices, etc., to find the maximum balance between sales and profits. If the test is successful, the future of retail will have an extra layer of imagination.
All indications are that JD.com is working hard to get logistics off the label of e-commerce facilities, hoping to make it an open platform. The film "JOY STORY: JOY and the Heron", released at the beginning of the year, may be a footnote written by JD.com for its "symbiotic" brand image.