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- Source/Night Deep Finance
- Author/Night Deep Finance
Introduction: What kind of scene will Mr. Lei and Liu Qiangdong appear in a live broadcast room together?
Although this is difficult to achieve, a series of recent collaborations between Xiaomi and JD.com have given us a glimmer of hope.
Today (May 13), Xiaomi posted on Weibo that it has reached a comprehensive deepening strategic cooperation with JD.com, and the two sides have clarified the goal of Xiaomi's omni-channel sales of 200 billion in JD.com in the next three years.
01, strong alliance or work for Xiaomi?
As soon as the in-depth strategic cooperation between Xiaomi and JD.com was revealed, it immediately sparked heated discussions on social platforms. The Weibo topic #Xiaomi announced a comprehensive deepening of strategic cooperation with JD.com# quickly climbed to the hot search list and received widespread attention.
Source: Jingdong Blackboard News
It can be seen from Xiaomi's Weibo that the two sides have made it clear that in the next three years, Xiaomi will achieve the goal of 200 billion sales in Jingdong's omni-channel, and will also jointly promote the popularization of multi-category Xiaomi smart hardware products, so that more users can enjoy Xiaomi's full-scene intelligent experience, and accelerate the full rollout of the "people, cars, and home ecology" strategy.
This not only shows the full confidence of both parties in this cooperation, but also reflects the positive expectations for future market expansion.
JD.com also responded to this by posting on social media.
Jingdong official micro said that it has reached a new strategic cooperation with Xiaomi, and the two sides will deepen cooperation in retail, logistics, technology, finance and other fields in the future, and jointly promote the sales growth of multi-category Xiaomi smart hardware products.
Source: Weibo @JD
In addition, Jingdong Blackboard News also issued an article saying that in terms of retail, Jingdong will rely on its in-depth construction in 3C digital, home appliances, automobiles and other categories, and move forward hand in hand with Xiaomi, through accurate market positioning and insight into consumers, Xiaomi products will be more widely promoted to the market.
The logistics sector is one of the highlights of this cooperation. JD.com will use the advantages of its integrated supply chain to provide Xiaomi with logistics solutions such as warehousing layout and inventory optimization, improve Xiaomi's logistics efficiency, and achieve cost reduction and operational optimization.
In this way, this cooperation is obviously a strong alliance between giants in the e-commerce industry, and it is not just a simple JD "work" for Xiaomi.
In response to this incident, online reviews have been mixed.
Some people think that "Xiaomi's own mall is estimated to be able to sell a lot, and the main reason for choosing Jingdong is fast logistics"; There are also people who say, "Others don't know,Anyway, I buy electronic products first choice JD.com,Whether it's express timeliness or after-sales service system,Other platforms are currently incomparable."
Source: Weibo
Some people also said, "Jingdong is getting more and more expensive, Xiaomi doesn't consider cooperating with Pinduoduo?" "I won't buy Xiaomi in the future, just Pinduoduo."
Source: Weibo
What's more interesting is that many netizens have expressed great interest in whether they can buy Xiaomi cars on JD.com.
"Accelerate the full development of the 'people, vehicles and home ecology' strategy? Could it be that JD.com can directly place an order to buy a car? A netizen commented.
Source: Weibo
No matter what netizens say, in fact, JD.com has now become Xiaomi's largest strategic partner in global sales, and they have been cooperating for a long time.
As early as 2015, JD.com and Xiaomi have already cooperated, and in September 2023, Xiaomi's JD.com's self-operated flagship store has more than 100 million fans, and Xiaomi has become the first brand of JD.com to have more than 100 million store fans; In March 2024, the country's first JD.com-operated Xiaomi Home landed in Tianjin JD Mall; In April 2024, the two parties will jointly hold the first JD Rice Noodles Festival, bringing great benefits and fun activities to consumers, which is also the first time that the Xiaomi brand has cooperated with channels to jointly hold the Rice Noodles Festival.
At a time when the competition in the e-commerce market is becoming more and more fierce, JD.com can be described as a win-win situation through in-depth strategic cooperation with Xiaomi, JD.com can not only attract more users with the help of Xiaomi's brand effect, but also provide strong support for the sales of Xiaomi products with its efficient logistics system.
02. Xiaomi products were simultaneously launched on JD Hour
On the evening of March 28, with the official release of Xiaomi SU7 and the opening of reservations, Xiaomi ecological chain products have once again become the focus of consumers' attention. Especially those "rice fans" who are waiting for the official delivery of Xiaomi SU7, in addition to being full of expectations for the new car, they are also salivating for the new SU7 accessories.
In order to allow consumers to get their favorite products faster, some time ago, Xiaomi and JD Xiaoda further deepened their strategic cooperation, focusing on diversified supply, new product marketing, user digitalization and other aspects of in-depth cooperation, and continued to upgrade the instant retail service of Xiaomi ecological chain products.
Source: Jingdong APP
At the same time, the new SU7 accessories are also launched on JD Hour, consumers only need to be in the Jingdong APP's "Hour Delivery" channel, they can buy in JD Home stores, and enjoy the fastest 30-minute delivery of the ultra-fast experience.
Not only new SU7 accessories, but also Xiaomi mobile phones, tablets, headphones, speakers, smart homes, home appliances and other Xiaomi ecological chain products can be purchased through JD Hour, making the user's shopping experience more convenient.
Of course, users can also choose the Tomorrow Delivery service, and they can buy new SU7 accessories at Xiaomi's JD.com self-operated flagship store.
For a long time, JD has been an extremely important sales platform for Xiaomi products, and Xiaomi has also become the main brand of JD's mobile phone digital category.
Source: Internet
In 2022, when the new Redmi Note 11T series was released, JD.com opened pre-sale at the same time; In September 2023, the Redmi Note13 Pro new machine will be released, and it will also be on sale for the first time on JD.com, and users can search for "Xiaomi Hourda" on JD.com, and they can get it within 1 hour at a low price.
During last year's 618 period, Xiaomi mobile phones won the championship in the sales of mobile phones in the full price segment below 6000 in Jingdong Mall, among which Xiaomi 13, Redmi K60 Pro, Redmi K60, Redmi Note 12 Turbo, Redmi Note11 and Redmi 10A have achieved the first sales results in their respective price ranges.
03. Can the cooperation between JD and Xiaomi get out of the predicament?
With the alliance of technology giants, the cooperation between Xiaomi and JD.com has always been a key focus of the industry. The combination of these two brands was expected to promote each other and achieve a win-win situation. Until now, however, it remains difficult to determine whether this collaboration will actually get JD.com out of its predicament.
Liu Qiangdong used to be a frequent visitor on the list of the richest people in China, and his wealth has continued to increase, and his ranking has continued to rise.
But in recent years, his fortune has begun to shrink, and his ranking has fallen sharply. According to the data of the "2024 Hurun Global Rich List", Liu Qiangdong's wealth has dropped by 291 places compared with last year, a decrease of 138.5 billion yuan compared with 2021, and the ranking has dropped by 373 places. This phenomenon is undoubtedly worrisome.
Source: Hurun Report
JD.com's economic situation is not optimistic. Although the 2023 financial report shows that JD.com's operating income reached 1,084.7 billion, a year-on-year increase of 3.7%, and its net profit also achieved a growth of 132.8%, however, compared with 27.6% in 2021 and 9.9% in 2022, the growth rate of operating income of 3.7% obviously seems a bit low.
In addition, JD.com's stock price has also continued to fall, and its market value has shrunk severely, leaving it far behind by rising stars such as Pinduoduo.
Source: JD.com's 2023 financial report
Frequent changes in senior management personnel and the industry's unoptimistic evaluation of JD.com have also become the two major challenges that JD.com is currently facing. These problems cannot be easily solved by cooperation with Xiaomi alone.
In fact, the cooperation between Xiaomi and JD.com, although there is a certain complementarity, also has its limitations. Xiaomi's main business is products, while JD.com's main business is e-commerce. While the two can support each other in terms of sales channels and product promotion, there are significant challenges in terms of deeper business integration.
The e-commerce market is extremely competitive, and consumers are choosing more and more. If JD.com wants to maintain its leading position in this market, it needs not only cooperation with Xiaomi, but also in-depth reform and innovation of itself.
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