Thawj E-kev lag luam sib ntaus sib tua ntawm Lub Xyoo, JD.com Targets Supermarkets
Thaum lub caij nplooj ntoo hlav xyoo 2026, cov pa luam yeeb ntawm kev sib ntaus sib tua hauv e- lag luam ntiaj teb pib nrog cov khoom siv niaj hnub xws li mov, roj, thiab ntsev.
Tsis ntev los no, JD.com tau tshaj tawm tias nws lub app tau tshaj tawm "Billion Supermarket" channel. Cov channel no tau koom ua ke rau hauv cov nyiaj pab hauv lub tebchaws thiab JD Supermarket thiab feem ntau tsom rau cov khoom tshiab, khoom noj txom ncauj, nplej thiab roj seasonings, tu cov khoom siv, thiab lwm yam khoom noj thiab khoom noj txhua hnub.
Tsis tas li ntawd, JD.com kuj tau tshaj tawm qhov siab tshaj -profile tshaj tawm tias nws npaj yuav nqis peev ntau dua 20 billion yuan hauv cov khoom lag luam nyiaj pab rau peb lub xyoos tom ntej los pab cov koom tes ua lag luam ua tiav ntxiv 200 billion yuan hauv kev muag khoom loj hlob.
Nws yog ib qho tsim nyog hais tias JD.com yav dhau los tau tshaj tawm Billion Subsidy channel, tab sis tsis zoo li "Billion Supermarket," nws cov Billion Subsidy channel tau tsom ntau dua rau qis - cov khoom zaus xws li 3C cov khoom. Lub sijhawm no, JD.com tau ntxiv nws cov peev txheej hauv cov khw muag khoom loj los ntawm "Billion Supermarket."
Txawm li cas los xij, JD.com's "txav tshiab" zoo li paub me ntsis. Tsuas yog ib hlis dhau los, Pinduoduo tseem tshaj tawm qhov kev sim sab hauv ntawm nws "Billion Supermarket" channel, txuas ntxiv Pinduoduo's core "Billion Subsidy" lub tswv yim rau cov khw muag khoom loj.
Xyoo dhau los, cov tuam txhab loj tau sib ntaus sib tua hauv kev xa zaub mov, khw muag khoom tam sim, thiab cov khw muag khoom offline, txhua tus tsis khoom "cog chij" hauv lwm thaj chaw. Lub community launch ntawm "Billion Supermarket" los ntawm Pinduoduo thiab JD.com yog li tsis xav tsis thoob.
Txawm li cas los xij, hauv qhov kev sib ntaus sib tua loj loj no, kev txav ntawm cov tuam txhab loj no inevitably pib zoo li nce ntxiv. Yog li, hauv qhov "Billion Campaign" tsom rau cov khw muag khoom loj, leej twg yog JD.com tawm tsam?
1. Cov tuam txhab loj yog cov tsev lag luam loj loj
Ua ntej JD tau tshaj tawm 'Billion-Yuan Supermarket,' cov tuam txhab loj tau ua lawv txoj haujlwm.
Alibaba lub Tmall tau ntev lawm Tmall Supermarket; Meituan tau hloov kho 'Meituan Khoom noj khoom haus' mus rau 'Me Elephant Supermarket' thaum kawg ntawm 2023; Pinduoduo kuj tau pib sim sab hauv ntawm 'Billion-Yuan Supermarket' channel ib hlis dhau los. Cov khw muag khoom loj zoo li twb dhau los ua qhov tseem ceeb sib ntaus sib tua rau Internet loj heev.
JD, tuaj txog lig me ntsis, kuj tau qhia nws qhov kev txiav txim siab. JD tau hais tias qhov nyiaj pab rau 'Billion-Yuan Supermarket' yuav dhau ntawm tag nrho cov khoom lag luam hluav taws xob yav dhau los, ua rau nws yog qeb nrog cov nyiaj pab ntau tshaj tam sim no muaj nyob hauv JD's Billion-Yuan Subsidy channel.
Lub logic qab no tsis yooj yim to taub. Txawm hais tias nws yog Meituan hloov kho "khoom noj khoom haus" mus rau "supermarkets," lossis Pinduoduo thiab JD.com nthuav tawm "supermarket channel" raws li txee e- kev lag luam, cov ntsiab lus yog lub siab xav nthuav lawv cov lag luam ecosystem.
Ntawm qhov tod tes, "supermarkets" tuaj nrog kev paub txog qhov tseeb.
Nyob rau hauv lub siab ntawm cov neeg siv khoom, "supermarkets" yuav luag tag nrho cov siab - zaus cov khoom tseem ceeb txhua hnub thiab zaub mov tshiab. Yog tias JD.com tuaj yeem siv "Billion-Yuan Supermarket" txhawm rau txuas ntxiv rau cov neeg siv khoom xav tau los ntawm "yuav 3C cov khoom ntawm JD.com" mus rau "yuav khoom siv niaj hnub xws li roj, mov, thiab ntsev ntawm JD.com," nws tuaj yeem siv siab -ntau zaus lub khw muag khoom kom tsav lub platform cov neeg siv khoom niaj hnub thiab cov neeg siv cov nplaum.
Txawm hais tias nws yog Pinduoduo lossis JD.com, lawv vam tias yuav siv peev nyiaj txiag tiag tiag los txhawb cov neeg siv cov cwj pwm niaj hnub ntawm kev qhib lawv lub platform. Thaum cov tsheb thauj mus los, nthuav cov txiaj ntsig tshiab tau ua raws.
Ntawm qhov tod tes, tsoos e- kev lag luam platforms tau mob siab rau tshem tawm kev ntxhov siab ntawm tsheb.
Raws li kev xav tau maj mam rov qab mus rau qhov muaj txiaj ntsig, cov khoom lag luam tseem ceeb uas ua los ntawm cov khoom lag luam e- cov khoom lag luam, xws li khaub ncaws, khoom zoo nkauj, thiab 3C cov khoom, tab tom mus txog lub qab nthab. Cov neeg siv khoom txaus siab thiab kev xav yuav khoom rau cov tsis yog - pawg tseem ceeb no kuj maj mam poob qis.
Hauv qhov sib piv, cov khw muag khoom loj muaj cov nqi rov qab ntau dua, ua rau lawv tsis yog "kev nkag mus" rau e- kev lag luam platforms kom nkag mus rau hauv lub neej hauv zos tab sis kuj yog lub zog tseem ceeb rau kev nthuav dav mus rau qis dua - theem kev lag luam nyob rau hauv ib lub sij hawm ntawm kev noj downgrade los ntawm "qis- tus nqi zoo."
Qhov tseeb, ntau tshaj li kaum xyoo dhau los, Alibaba thiab JD.com twb tau teeb tsa lawv qhov kev pom ntawm lub khw muag khoom "rog" no, ua tiav "Tmall Supermarket" thiab "JD Supermarket." Qhov no tsis yog tsuas yog kev sib ntaus sib tua ntawm kev muaj peev xwm hauv online ntawm ob lub e- lag luam loj, tab sis kuj yog lawv kev koom ua ke ntawm cov khoom lag luam offline. Piv txwv li, Alibaba tau nqis peev hauv RT-Mart lub tuam txhab niam txiv, Sun Art Retail, xyoo 2017.
Txawm li cas los xij, Alibaba tau thim tag nrho los ntawm Sun Art Retail hauv 2025, thiab JD.com kuj muag tawm Yonghui Supermarket. Tom qab cov tuam txhab loj no muag cov khoom lag luam hauv tsev loj, ntxiv rau kev tsom mus rau lawv cov lag luam tseem ceeb, nws kuj qhia txog lawv txoj kev txiav txim siab los nqis peev ntau rau tus kheej - cov khw muag khoom lag luam.
Txij li thaum xyoo tas los, caij nthwv dej ntawm kev sib ntaus sib tua tam sim no, cov tuam txhab loj xws li JD.com, Meituan, thiab Alibaba tau nthuav dav offline supermarket hom.
Tam sim no, Hema (Hema Fresh + Hema Box) muaj ntau dua 900 lub khw muag khoom thoob plaws tebchaws; JD.com tau qhib tsib JD luv nqi Supermarkets hauv ib qho mus; Meituan's Xiaoxiang Supermarket tseem tab tom npaj nws lub khw thib ob thiab thib peb.
Txawm hais tias rau qhov chaw tiv thaiv lossis kev nthuav dav, "supermarkets" ua haujlwm raws li qhov siab - zaus, qhov tseem ceeb ntawm kev nkag mus thiab tau dhau los ua qhov tseem ceeb ntawm kev sib ntaus sib tua rau cov neeg loj heev vying rau cov khw muag khoom tam sim. Qhov no yog kev sib ntaus uas tsis tuaj yeem zam tau.
2. Txhua tus xav tau 'ntau dua, nrawm dua, zoo dua, thiab pheej yig dua.'
Tab sis kev khiav lag luam supermarket yeej tsis yooj yim.
Hema tau cog qoob loo ntawm cov khw muag khoom noj tshiab rau kaum xyoo thiab tsuas yog hla cov txiaj ntsig tau txais txiaj ntsig xwb; nyob rau hauv xyoo tas los no, ib txwm offline loj loj xws li Yonghui, RT-Mart, thiab Tuam Tshoj Resources Vanguard kuj tau poob rau hauv cov teeb meem, ua rau ib tug nthwv dej ntawm loj - teev kaw lub khw.
Ntawm nws qhov tseem ceeb, qhov no yog vim niaj hnub no cov neeg siv khoom tau dhau los ua neeg nyiam. Lawv tsis tsuas yog nrhiav tus nqi -kev ua tau zoo tab sis kuj muaj txiaj ntsig zoo thiab tshiab. Qhov no txhais tau hais tias, txawm nyob hauv online lossis offline, cov khw muag khoom loj yuav tsum zoo ib txhij nyob rau hauv tag nrho plaub qhov ntev ntawm 'ntau dua, sai dua, zoo dua, thiab pheej yig dua.'
Txawm li cas los xij, tus qauv tseem ceeb (KA) tus qauv hauv cov khw muag khoom loj yuav tsum tau mus los ntawm ntau txheej txheej ntawm kev faib khoom, uas ua rau muaj kev pheej hmoo ua rau tus nqi siab; Tsis tas li ntawd, cov kev xav ntawm kev xaiv cov khoom lag luam ntawm cov neeg faib khoom feem ntau tawm tsam kom ua raws li kev hloov pauv sai ntawm cov neeg siv khoom.
Ua ke nrog kev tsim cov khw muag khoom monotonous, cov neeg siv khoom tau maj mam poob lub siab xav 'saib leisurely.' Nyob rau tib lub sijhawm, qhov kev thov rau 'kev xa khoom raws sijhawm' ntawm cov khoom tau nce zuj zus ib hnub. Raws li Accenture tsab ntawv ceeb toom 'Tsom ntsoov rau Post-95 Consumer Group hauv Suav teb,' ntau dua 50% ntawm post-95s vam tias yuav tau txais lawv cov kev yuav khoom nyob rau tib hnub thiab tseem kam them ntxiv rau kev xa khoom sai.
Tab sis kev ua tiav 'ntau dua, sai dua, zoo dua, thiab pheej yig dua' hauv cov khw muag khoom loj, uas tsis yog -tus qauv, qis- paj, thiab siab - poob, tsis muaj dab tsi luv luv ntawm 'ua tsis tau plaub ntug,' thiab qhov no tau dhau los ua lub sijhawm rau cov tuam txhab loj nkag mus rau hauv lub khw muag khoom loj.
Ntawm ib sab tes, tsis zoo li pawg xws li tsoos tsho lossis 3C cov khoom lag luam, pawg khw muag khoom muaj cov txiaj ntsig tsis tshua muaj txiaj ntsig. Delving rau hauv qhov chaw thiab leveraging scale teebmeem tsuas yog ob txoj hauv kev los nce cov nyiaj tau los, tab sis cov no yog cov teeb meem uas cov khw muag khoom ib txwm nrhiav nyuaj tshaj los kov yeej.
Txawm li cas los xij, cov tuam txhab loj muaj cov tsheb khiav tsheb uas cov khw muag khoom noj khoom haus tsis tuaj yeem sib xws. Lawv tuaj yeem thawb tus nqi mus rau qhov txwv los ntawm cov qauv xws li cov khoom siv ncaj qha los ntawm lub hauv paus pib thiab cov khoom lag luam outsourcing, muab lawv qhov kev sib tw kom zoo dua hauv cov neeg siv khoom thiab cov nqi tsheb.
Ntawm qhov tod tes, ua tau raws li qhov kev xav tau ntawm ntau SKUs kuj tso siab rau qhov kev xav tau ntau dua ntawm kev muaj peev xwm ntawm warehouses thiab logistics infrastructure. Large companies, with their intelligent supply chain systems and dense fulfillment networks, are better able to find a balance between 'fast' and 'cheap.'
Qhov tseem ceeb tshaj, qhov no tsis yog 'kev kawm ib ntus' los ntawm cov tuam txhab loj kom tau raws li cov kev xav tau ntawm kev lag luam loj. Hloov chaw, nws yog ib lub moat ua los ntawm ntau xyoo ntawm kev nqis peev tsis tu ncua, uas txawm tias zoo - cov neeg sib tw tau txais nyiaj yuav pom qhov nyuaj rau kev rov ua dua tshiab hauv lub sijhawm luv luv, cia nyob ib leeg.
Tsis tas li ntawd, cov tuam txhab loj tseem tab tom nrawm lawv cov peev txheej hauv khw muag khoom.
Tsis ntev tas los no, Meituan tau txais tag nrho Dingdong rau txog 5 billion yuan, tsis yog tsuas yog ua tiav qhov kev lag luam sib txawv hauv East China cheeb tsam tab sis kuj tau txais Dingdong lub peev xwm tseem ceeb hauv cov saw zaub mov tshiab thiab ntau dua 1,000 siab - cov khoom lag luam zoo.
Pinduoduo, uas nyuam qhuav pib lub 'Billion{0}}Dollar Supermarket' channel, kuj tau ntsiag to dov tawm 'Shared Warehouse' kev pabcuam logistics. Los ntawm kev koom tes nrog cov neeg thib peb- cov chaw khaws khoom thiab cov chaw muab kev xa khoom xa tawm, lawv maj mam hloov kho cov kev pabcuam xa khoom uas pib siv 2-3 hnub rau hnub tom ntej lossis hnub tom qab xa khoom tom ntej.
JD.com tam sim no tab tom nqis tes ua. Nws 'Billion-Dollar Supermarket' tsis tsuas yog suav nrog tus kheej- cov khoom lag luam los ntawm JD thiab JD X, tab sis kuj yog cov khoom lag luam los ntawm thib peb- cov khw muag khoom noj khoom haus, ntxiv cov khoom sib txawv feem ntau nrog cov khoom dawb - cov ntawv cim tshaj li tus kheej - qauv ua haujlwm, ua pov thawj tias cov khoom zoo kuj tuaj yeem raug nqi qis.
Raws li cov tuam txhab loj txuas ntxiv mus 'mus tob dua thiab hnyav dua' hauv cov khw muag khoom, lawv tag nrho cov txheej txheem ntawm cov khoom lag luam, chaw khaws khoom thiab kev xa khoom, thiab kev xa khoom sai yuav txuas ntxiv mus 'loj loj thiab loj dua,' nkag mus rau tag nrho cov khw muag khoom dav dav.
Kev sib ntaus sib tua kawg ntawm qhov nkag mus rau hauv lub neej niaj hnub yog nyob rau ntawm qhov kev tawg tawm.
3. Ua ntej 'Cia lub chij,' Ces 'Counterattack'
Xyoo dhau los, cov tswv yim thiab kev txav ntawm cov tuam txhab loj hauv cov khw muag khoom tau zoo sib xws.
Alibaba thiab JD.com nkag mus rau hauv lub khw muag zaub mov tib lub sijhawm; Meituan, ntawm ib sab, tawm tsam rov qab, thaum tseem koom tes nrog JD.com kom nthuav dav rau hauv cov khw muag khoom offline; ua ntej cov pa luam yeeb tau txawm tshem tawm hauv khw muag khoom tam sim ntawd, Pinduoduo kuj tau pib tsom mus rau kev xa khoom zoo.
Tom qab cov tswv yim zoo sib xws ntawm cov tuam txhab loj no yog lub hom phiaj ntawm "kev pib pib." Nyob rau hauv tam sim no reshaping ntawm khw muag khoom toj roob hauv pes los ntawm kev sib ntaus sib tua xa zaub mov, ciam teb ntawm khw muag khoom tau dhau los ua qhov muag plooj. Tsis muaj neeg loj heev txaus siab nyob hauv ib ces kaum; expansion yog tib txoj kev kom ciaj sia.
Cov tuam txhab loj txhua tus muaj lub zog sib txawv, uas txhais tau hais tias thaum lawv sib tw rau kev sib koom ua lag luam, lawv kuj yuav tsum tau ua tib zoo hais txog lawv qhov tsis muaj zog - 'cog chij' hauv thaj chaw uas lawv cov neeg sib tw muaj zog dua, thiab thaum ntes cov neeg siv lub siab xav, siv lub tswv yim 'sib ntaus sib tua' kom tau sijhawm ntau rau lawv tus kheej.
Los ntawm qhov kev xav no, JD.com qhov kev nthuav dav mus rau 10-billion-yuan supermarket channel thiab offline luv nqi khw muag khoom tsis yog tsuas yog tsom rau kev ntes cov neeg siv khoom noj txhua hnub tab sis kuj tseem txhawb nqa nws tus kheej moat.
Nrog rau peb lub xyoo - nyiaj pab ntawm 20 billion yuan, JD.com lub hom phiaj los hloov cov neeg siv 'entenched perception tias 'zoo inevitably txhais tau tias tus nqi siab,' tig '10-billion nyiaj pab' los ntawm kev lag luam gimmick rau hauv ib feem ntawm hom kev xav, tso cai rau JD.com los txhim kho nws txoj hauj lwm nyob rau hauv ib tug ntau ntawm cov neeg siv khoom txhua hnub.
Txawm li cas los xij, kev pab nyiaj tsis muaj dab tsi tshiab. Qhov kev sim tiag tiag los thaum cov nyiaj pab poob qis -cov neeg siv yuav nyob? Qhov no tsis yog tsuas yog kev sib tw rau JD.com tab sis kuj rau Alibaba, Meituan, thiab Pinduoduo.
Yooj yim raws li cov khoom siv niaj hnub yuav zoo li, lawv zais qhov kev lag luam hnyav tshaj plaws. Lub e- kev lag luam toj roob hauv pes hauv 2026 yuav tsis yog kev ua tsov rog yooj yim tab sis kev ua si dav uas suav nrog cov saw hlau, kev ua tiav kev ua tiav, thiab cov neeg siv lub siab xav.
Leej twg tuaj yeem khaws cov neeg siv hauv lawv cov pluas noj txhua hnub yuav muaj lub sijhawm los hloov kho tag nrho e- kev lag luam kev lag luam.
Txawm li cas los xij, yog tias cov neeg loj heev no xav nthuav dav lawv cov ciam teb, lawv yuav tsum tau tawg los ntawm cov neeg siv ntu lossis nkag mus rau lwm tus lub ecosystem. Hauv kev lag luam pom tseeb uas twb muaj lawm, tom kawg yog txoj hauv kev ncaj qha ntxiv rau kev ua txhaum txoj kev tsis sib haum xeeb.
Yog li, JD.com, uas yuav luag tsis muaj nyob hauv khw muag khoom noj khoom haus, yog thawj zaug tso rau hauv kev sib ntaus sib tua xa zaub mov, sim txeeb lub suab hauv khw muag khoom tam sim; Meituan, uas muaj lub siab xav ntawm cov khw muag khoom tam sim no tab sis ib txwm "xa khoom rau lwm tus," tau sau nws cov khoom lag luam sib txawv los ntawm kev nrhiav tau ntawm Dingdong; Taobao Flash Sale, uas twb muaj cov khoom lag luam hauv cov saw hlau thiab cov peev txheej ua tiav, kuj tau nqis peev ntau los yeej cov neeg siv kev xav.
