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Jingdong: “Premium experience is our priority”

November 15, 2013

Media were fueled recently with Alibaba Group (Taobao: C2C and Tmall: B2C ) 2013 Single’s Day, or “11-11”, sales records. But what about Tmall’s challenger, Jingdong, or JD (formerly 360Buy.com) ?
Jingdong disclosed that they had $1.6B in sales during the Singles Day event, which began on November 1 and lasted until November 12.

If JD.com is a distant n°2 with 20 % of the B2C market vs 53% for Tmall in Q3 2013, it leads the independent B2C market (selling directly vs commissions based model), with a 43.9 % market share.

JD distinguishes itself in several areas, and competition toughens between the two players, to conquer the new consumers increasingly likely to purchase online via their smartphones. JD’s answer to last spring Alibaba’s 18 % takes into microblogging platform Sina Weibo, didn’t take long: it prohibited connection to its platform by Sina Weibo account holders.

JingDong

JingDong offices in Beijing – ©Laure de Carayon

Laure de Carayon: When was JingDong launched and can you please give us a few figures ?
Gloria Li, Jingdong’s Senior VP for Public Relations: JingDong was founded by Qiangdong Liu, and officially started its e-commerce operations in 2004
On average, JD.com receives 200 million daily visitors and 1 million purchase orders per day
We have 6 major fulfillment centers and 75 warehouses in 31 cities, as well as more than 1,400 delivery stations and more than 300 pickup stations, covering 1,232 districts and counties nationwide.
With more than 10,000 professional couriers, Jingdong offers customers options such as Three-Hour Delivery, Night Delivery and its “211 Program” to provide a variety of same day delivery choices in 27 major cities and next day delivery in more than 150 cities across China.

360TopWeibo360Top Weibo Page

LdeC: You started as a 3C platform and evolved towards a more global market place: what led to this new positioning ?
GL :We still lead the 3C market (Computer, Communication, and Consumer Electronic), with a 41.7% market share in Q3 2013, but have vastly expanded our product offering to meet the needs of our growing customer base.
JD now offers over tens of millions of products across 13 major categories – home appliances, computers, mobile phones and electronics, clothing and footwear, household products, skincare and makeup, jewelry and watches, sports and health products, automobile accessories, maternity and infant products, food, and books – to more than 100 million online shoppers. We also have an extension for luxury brands, 360Top.com

JingDongManifestoJingDong offices in Beijing ©Laure de Carayon

Vision : To become China’s largest and one of the world’s Top 5 e-commerce companies
Mission : To make shopping a simple and pleasant experience
Core Value : Customer comes first; be passionate and push the envelope; learning; esprit de corps; zero waste

LdeC: Jingdong is a remote challenger, with a 30points market share difference with the leader, Tmall: what are the brand’s philosophy and objectives ?
GL :Our top priority is to provide the best user experience to our customers and always deliver authentic products.
Jingdong’s self-operated delivery service also provides the highest level of service. For example, we are offering same day delivery for orders confirmed before 11am on the day in most tier-1 and tier-2 cities, and next day delivery before 3pm, for orders confirmed between 11am and 11pm the day before. This service is available in 160 districts and counties nationwide.
Consumers in the US or Europe may take for granted the authenticity and safety of the goods they buy, but being able to order goods like food and children’s products on their smartphones from a company that guarantees these quality issues has tremendous appeal in China. Our strategy of offering blazing speed—standard delivery faster than you would ever get in other markets—and trusted quality is paying off in the form of breakneck growth.

LdeC: Who’s the JingDong buyer ?
GL :Jingdong now has a wide range of customers, in China’s largest markets, and also China’s second, third, fourth and even fifth tier cities. Our customers tend to be educated and sophisticated.

LdeC: Singles’ Day” or 11/11, breaks records every year, and did again in 2013. How did JD leverage 11.11 ? What is JD’s “secret weapon”?
GL :On Jingdong’s tenth anniversary, June 18th 2013 (6.18), we broke our single day record for sales. This is our 11.11 !
11.11 event is important, but it’s only one day of the year. Our promotion period was from Nov.1st to Nov.12th, with a slogan“ 快抢京光 ”which talked about customers quickly getting deals. This ties into our overall theme of speed, where we have tremendous advantages in logistics.
However, we believe that consistency over the long term is the best way to ensure a loyal customer base. Providing a premium experience, including quality goods with low price and fast delivery, is our absolute priority
To ensure outstanding comprehensive delivery services, Jingdong uses real-time tracking, and numerous professional services such as home appliance installation. Leveraging the advantages of controlling its entire supply chain, Jingdong provides users an outstanding end-to-end shopping experience.

LdeC: How do you leverage mobile in your strategy ?
GL :Jingdong has had an aggressive, forward-looking mobile strategy. More than 80 million Jingdong apps have been installed to date which is particularly important in China where smartphones are the internet access point for many consumers. Our mobile sales went from 4% last year to reach 10% in 2013

LdeC: What’s your vision of the future of e-commerce in China?
GL :We think that e-commerce definitely has a bright future in China. We all have observed the phenomenal growth of online retailing in China, and we believe the growth will continue for quite a few years. Over the past 10 years, e-commerce in China has evolved from covering a few physical product categories, such as books and electronics, to now accounting for a significant percentage of total commerce in the country (close to 7%)
According to Standard Charter’s recent research, the total revenue of China’s e-commerce will reach 3.6 trillion RMB in 2016, about three times the number in 2012.

LdeC: What advice would you give a western brand willing to sell to Chinese netizens?
GL :China is an open market, and we believe that the JD platform is an excellent choice for Western brands to enter and grow. While there are many similarities between Western and Chinese markets, there are also differences. For example, marketer should not rely on email marketing solely to promote their products.

 

Other Figures on JD’s 11-11 only Source: http://ow.ly/qQ1h2
– 160 000 computers
– 60 000 cameras
– 163 000 TV sets
– + 100.000 washing machines
– 400.000 mobile phones&accessories
– +30 000 iPhones, including +10 000 iPhone 5C

 

The ITW was published on Jingdaily , E-commercemag.fr and Frenchweb

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