Source: Economic Reference Newspaper
Original title: "618" innovates e-commerce value from the supply chain
Editor's Note:
This year, "618" has become an important node, marking that e-commerce is not only a consumer platform, but also extends to the upstream and downstream of the industrial chain and even social responsibility, and the innovation ability and continuous expansion of the boundaries derived on this platform have evolved from commercial value to industrial value to the social value of "responsible supply chain".
Under the background of increasing downward pressure on the economy and the spread of the epidemic at many points, this year's Jingdong "618" has become an important node to stimulate consumption and regain confidence, and has unscrewed the valve of economic growth. In the industry's view, Jingdong's "618" is not only a centralized release of consumer demand, but also a refresh and re-understanding of the value of the supply chain by the whole society, and the evolution of the supply chain has also accelerated the transformation of the super symbol of "618".
"618" stimulates new vitality in consumption
379.3 billion yuan! In the face of uncertainties such as the multi-point sporadic distribution of the epidemic and the contraction of market demand, this year's Jingdong "618" did not decrease but increased, and its performance reached a new high.
In the early morning of June 19, JD.com announced the cumulative order amount of "618" in 2022. According to the data, as of 23:59 on the evening of June 18, the cumulative order amount of Jingdong's "618" this year has exceeded 379.3 billion yuan, leading the strongest consumption tide in the first half of this year.
This year's "618", quality consumption has become the common pursuit of users and merchants. At 8:00 p.m. on June 17, consumer enthusiasm was fully ignited, and the turnover of ultra-high-definition screen thin and light books and game books that led the high-end consumer trend in 10 minutes increased by 2 times year-on-year. At the same time, Jingdong Home Appliances has also helped manufacturers detonate sales from multiple dimensions such as product promotion, home appliance purchase, old-for-new services, and omni-channel activities. The data shows that after 8:00 p.m. on June 17, the transaction amount of large-screen game TV and fresh air conditioning products of 65 inches and above in 10 minutes exceeded that of last year's whole day; The turnover of ultra-thin refrigerators and washing and drying sets increased by more than 500% year-on-year; The year-on-year growth rate of small household appliances such as self-cleaning sweeping robots, floor washers, radio frequency beauty instruments, air fryers, and heating water purifiers exceeded 300%.
The 11 mainstream categories of Jingdong Supermarket are even more imposing. It is understood that since the opening of Jingdong's "618", the turnover of Jingdong supermarket's omni-channel business of more than 27,000 cooperative brands and more than 30,000 cooperative stores has increased by 5 times year-on-year, the turnover of mengniu, Yili, Arowana and other brands has increased by 5.6 times year-on-year, and the turnover of omni-channel business of Wal-Mart, China Resources, Yonghui and other merchants has increased by 6.6 times year-on-year.
The shopping needs and quality of consumers in Hong Kong, Macao, Taiwan and overseas are also improving. At 8:00 p.m. on June 17, the first order reached by JD.com's cross-border B2B transaction and service platform "JD Global Trade" came from an Indonesian seller; Users in Chicago, USA, contributed jd.com's first order for global sales at 8 p.m., and the consumer purchased a smart children's toy; Since the opening of Jingdong's "618", the sales of domestic brands in overseas markets have increased by 128% year-on-year, of which brands such as Sumida Chuan, Orrick, and Prudential Medical have been welcomed by Hong Kong, Macao, Taiwan and overseas Chinese.
Cutting into the empowerment industrial belt through policy support and resources, and then helping to stabilize the operation and employment of the upstream and downstream of the industrial chain, is another focus of Jingdong's "618" this year.
In Zhuji, Zhejiang, the "capital of China's socks", the output of the socks industry accounts for 70% of the country and 30% of the world, and the entire industrial chain brings together migrant workers from dozens of provinces and cities across the country. Since the beginning of the year, due to the impact of the epidemic, many small and medium-sized enterprises have faced the dilemma of high inventory and tight cash flow. To this end, since June 2, Jingdong has launched the "I build a handle for small shops in my hometown" activity, selecting small and medium-sized businesses in many categories such as agricultural products, clothing, home, and small household appliances to help them tide over the difficulties.
"Our brand influence is not strong enough, but the cost-effective advantage is very obvious, and the potential customer group is very large," said Lu Shihao, head of a socks brand named Ji Mi in Zhuji, whose factory has now settled in the "Jingdong Supply and Marketing Platform" to obtain new supply channels, "Through '618', we not only digested the inventory, but also further expanded sales channels." ”
The industry believes that Jingdong's "618" has always been considered to be the vane for judging the consumption situation in the first half of each year. Therefore, when the epidemic disrupts the rhythm of offline consumption, this year's "618" has a new mission, and behind each order, it conveys consumers' yearning for a better life, and it is also a proof that consumer confidence recovers and the industry continues to improve.
Wang Wei, director of the Market Economy Research Institute of the Development Research Center of the State Council, said that in the context of increasing downward pressure on the economy and the spread of the epidemic at many points, "618" is regarded as an important node to stimulate consumption and regain confidence. With the overall improvement of the domestic epidemic prevention and control situation and the accelerated recovery of production and living order, "618" has also unscrewed the valve of economic growth.
Refresh supply chain awareness
Just after 8:00 p.m. on June 17, Ms. Wang of Jiading District, Shanghai, received a Decathlon Frisbee from Jingdong Express, and successfully won the first order delivered nationwide during the peak of Jingdong's "618" this year. At the same time, consumers in Hangzhou Xixi, Tianjin Xiqing, Sichuan Yibin Cuiping, Guangxi Guilin Yanshan, Xinjiang Kashgar and other places in the country have received the first local order.
Behind the continuous improvement of consumer experience and service efficiency, JD.com's solid integrated supply chain infrastructure layout and the core competitiveness of software, hardware and system integration of trinity supply chain technology are revealed.
Since the establishment of self-built logistics in 2007, jd logistics after more than ten years to promote the "weaving network plan" has achieved results, with 43 "Asia One" large-scale intelligent logistics parks and about 1400 warehouses operating nationwide as the core to build a highly coordinated multi-level logistics infrastructure and warehouse distribution network, equipped with highly intelligent hardware and software systems, has become the key force of JD Logistics to calmly cope with hundreds of millions of orders.
Taking Zhejiang as an example, JD Logistics has recently completed two "Asia One" in Yiwu and Wenzhou, plus the "Asia One" in Hangzhou, which has been put into use before, Zhejiang has taken the lead in becoming the province where JD Logistics has put into use "Asia One" in three cities in the same province, making 95% of JD Logistics's self-operated orders in Zhejiang Province achieve same-day delivery and next-day delivery.
Not only in China, as of June this year, the area of JD.com's self-operated overseas warehouses also increased by 100% year-on-year, and by opening up overseas trunk line layout and terminal distribution, JD.com's international supply chain network reached nearly 230 countries and regions, helping more overseas brands, cross-border sellers, and overseas local merchants to achieve efficient operation and high-quality development.
For logistics and supply chains, the annual "618" is a big test. But the biggest difference between this year's "618" and the past is that the current epidemic is still in the multi-point sporadic stage, and many of the uncertainties it brings need JD.com to find a relative optimal solution through the methodology of the digital intelligent era, that is, to make full use of the multilateralism, agility and anti-fragility ability given by digital technology, from more resilient to more intelligent, and finally find the answer to the problem under the superposition of wisdom and resilience.
Analysts believe that in the face of uncertainties such as the epidemic and the soaring volume of parcels, Jingdong's "618" is not only a centralized release of consumer demand, but also a refresh and re-understanding of the value of the supply chain by the whole society.
Professor Rui Meng of China Europe International Business School believes that how to organize and build a long-term, flexible and flexible supply chain system has become the focus of work in all walks of life. Therefore, combined with the evolutionary history of the supply chain and the latest practical cases of China, whether from the perspective of development or cognition, 2022 can be defined as "the first year of the value of China's supply chain".
In the view of Xin Lijun, CEO of JD Retail, the concept of supply chain has long appeared, but there is a certain gap between existence and cognition. "This year's JD.com '618', the real existence of supply chain value and social cognition are aligned for the first time." Xin Lijun said that this year, Jingdong's "618" proposed to guard the "human fireworks" with a "responsible supply chain", indicating that Jingdong is ready to usher in the "first year of supply chain value" that is fully opened.
E-commerce functionality has changed
Affected by a variety of factors, the challenges facing this year's "618" are undoubtedly multifaceted. Therefore, in the face of a complex situation, as a solid foundation for the economy and society, the development of the supply chain is crucial.
Li Mingtao, chief e-commerce expert of the China E-commerce Center of the Ministry of Commerce, said that the value of the supply chain is becoming more and more complex, no longer limited to logistics services, "for example, to achieve synergy between industrial entities and the transmission of the value chain, including around the needs of customers, logistics, information flow, capital flow and even including business flow to achieve more efficient transmission and organization of information." "Digital intelligent supply chain has formed a network architecture, the ability to resist risks is very strong," a point is broken, through the link of the network to redeploy some resources, although there may be some impact on time, efficiency, cost, but not to cut off supply. "Therefore, a supply chain like JD.com, which has the characteristics of digital intelligence, full-link and socialized services, is the direction of improving the anti-risk ability of the supply chain in the future."
Xin Lijun believes that the concept of "the first year of China's supply chain value" shows that the huge uncertainty makes the supply chain stand in the central position of the lifeblood of China's economy - it not only plays the role of social infrastructure, but also forms a huge technology driving force through high-end precision matching management and operation mode, organizes more efficient commodity circulation, and finds more market opportunities, thereby stimulating the innovation vitality of industrial belts and manufacturing ends.
As a result, JD.com extends outward with the "responsible supply chain" as the starting point, connects the trust with consumers and industrial partners, and hopes to enhance the digital capabilities of the supply chain and the entire industrial chain system, and help China's economy restore its growth vitality as soon as possible.
Obviously, the keeping pace with the times of the supply chain is accelerating the evolution of the super symbol of "618", from a simple consumer shopping festival to a booster of economic development.
In the past, the biggest significance of "618" was the competition for traffic, which was the fundamental reason why many e-commerce companies participated in it. At that time, the main function and role of the e-commerce platform was to break down information barriers and make the product information of upstream manufacturers and the demand information of downstream consumers achieve perfect and efficient docking. Therefore, e-commerce is more like an information integrator and docking platform.
However, after experiencing a brutal growth period, the e-commerce industry has entered a new stage of stock operation from incremental competition. At such a stage, the function and role of "618" are also undergoing profound and comprehensive changes - compared with simply relying on burning money and subsidies to win users and traffic, the practice of obtaining a new development model with the help of deep empowerment and transformation of the industrial end and the supply chain end has begun to attract more and more attention from enterprises.
It is based on this understanding that Jingdong defines itself as a new type of entity enterprise, in addition to continuously improving its own consumer experience, the layout of omni-channel and open ecology through supply chain capability empowerment has also become the direction of JD.com's exploration.
Observers believe that the demand for change from the entire social supply chain system is a larger market than e-commerce. The launch of this change has accelerated the differentiation and fission of e-commerce platforms, which is a high-level competition. Taking JD.com as an example, JD.com currently has 10 million SKUs (inventory holding units) and manages a storage area of more than 20 million square meters. From a global perspective, no supply chain company has been able to efficiently manage so much inventory and have such a huge warehouse allocation system in the country.
The latest data shows that JD.com's inventory turnover days have dropped to 30.2 days. The lower the inventory turnover days, the faster the goods are sold. It is this world-class supply chain level that gives merchants more "certainty" in the current uncertain market environment.
Wang Wei said that the mainland economy and society are still facing the triple pressure of supply shock, demand contraction, and expected weakening, and new entity enterprises like JD.com have both massive self-operated commodities and can quickly and efficiently achieve commodity allocation and coordination with third-party merchants through the supply chain, which has played an active role in smoothing the industrial chain supply chain and stabilizing the economy.
In the view of meng Yonghui, an industry research expert, "618" is like a mirror, illuminating the transformation of the industry; At the same time, "618" is also a pair of eyes, seeing a new future. (Reporter Fu Yong)
Editor-in-Charge: Miao Chen