SuqianAs one of the 13 Taibao cities in Jiangsu, it has always had a relatively weak presence in the entire Jiangsu Province. However, there is a celebrity appearance that makes itSuqianStarted gaining traction on **. SuqianLocals often say,SuqianThere have only been two celebrities in history, one is the overlord of Chu more than 2,000 years agoXiang Yu, the other is today's head of JD.comLiu Qiangdong。This passage is like telling everyoneSuqianOnly more than two thousand years agoXiang YuThe era and the modern JDLiu QiangdongThe times are a bit of a shining point. However, the overlord of Chu in historyXiang YuAlthough it is self-deprecating in Wujiang, it is now Jingdong'sLiu QiangdongIt is also facing a lot of difficulties. PinduoduoThe super alliance of Douyin has besieged JD.com, just like the battle of Qixia, JD.com is in a desperate situation. JD.com's failure is not because the goods and services are not good, but because times have changed, not that JD can't afford it, butPinduoduoMore cost-effective. Liu QiangdongThe "Guilty Edict" issued acknowledges JD.com's defeat and calls on employees not to lie down and prepare for the final charge to fight to the death with this alliance. So, what difficulties did Jingdong encounter, letLiu QiangdongWhat has it been?
JD.com is in trouble in the domestic stock market. bePinduoduoThe "volume" is a mess, both in terms of trading volume and net profitPinduoduohave already comprehensively crushed JD.com. PinduoduoFirmly in the second place of China's e-commerce, there is also a Douyin e-commerce with an amazing growth rate behind it. In contrast, JD.com not only failed to achieve its first goal, but became the third. Liu Qiangdongadmits in the "Guilty Edict", but the reality is that he is on the defensive everywhere and never takes the initiative to attack. This shows that JD.com's self-operated model really can't be compared withPinduoduo, **Douyin these ** modes to compete. And ten years ago,Liu QiangdongHe has debated with Jack Ma about the development trend of China's e-commerce. Liu QiangdongIt is believed that only the self-operated model can guarantee the quality of goods and services, and to the United StatesAmazonfor example. This is also what JD.com called itself "Chinese" when it raised shares in the United StatesAmazon". However, Jack Ma believes that it is impossible for a company to be able to handle tens of millions of goods on its own, which is full of high costs in all aspects. Ma Yun even reminded everyone not to touch JD.com at that time, so as not to rely on Ali if he loses at that time. It turns out that the self-operated model has become a heavy burden for JD.com. Although the scale of JD.com has reached a turnover of 1,000 billion, its net profit is only 10.4 billion, far less than Alibaba's 130 billionPinduoduoof 31.5 billion. JD.com has begun to shift its strategy to focus on attracting investment, hoping to enhance its competitiveness by supporting merchants. However, a merchant in Guangdong said that he was not interested in JD.com's investment promotion, because the domestic market has been swept up miserably and cannot be sold**. He hopes to enter the overseas market and do cross-border e-commerce. This also brings up JD.com's second problem - the rout of overseas markets.
JD.com's performance in overseas markets has been very poor. As a self-operated model, JD.com has built its own warehouses overseas and prioritized expansion into Thailand and Indonesia, two densely populated countries. However, the results were a big disappointment. In Indonesia, JD.comVisitsOnly 2.3 million times, while Indonesia's population is more than 100 million, suchVisitsAlmost negligible. In Thailand, there are only 2.21 million timesVisits。In contrast,PinduoduoIt was a huge success, and Tesla's Financing to Wealth (TEMU) program became viral in the United States, with 1 billion transactions per monthVisits。The accumulation of packages in countless dropshipping warehouses in Guangdong has crossed the ocean and delivered to American consumers, which is a real increment, not just a domestic volume market. Ali's".AliExpressIt has also been successful in the European market, launching the "Global Five-Day Delivery" service, which allows European consumers to get duty-free express delivery from China within five days. And TikTok's live broadcast storm overseas is even better. Compared with this, Jingdong has not made a breakthrough, and this road is not working. JD.com is not only troubled internally, but also faces huge challenges externally.
For JD.com, the way out in the future may lie in overseas markets. However, it is necessary to change the model, and can no longer copy the domestic self-operated model, but needs to completely transform into the first model, using the low domestic production cost to play abroad** Battle, roll up foreign retailers. Liu QiangdongYou can even consider abandoning the JD.com brand and recruiting a new team to take charge of the overseas market. Such as:Liu QiangdongAs I said, JD's organization is too bloated, so simply start from scratch and create a new JD!If you continue to stumble in the country,EfficiencyIt will be very low. Even if JD winsPinduoduo, it is only a pyrrhic victory, and it will be farther and farther away from the goal of profitability. Personally, I think JD.com should continue to work hard to develop overseas markets and promote and sell products in a model that is more in line with the needs of the international market.