Competition For Famous Brands Is Getting Hotter

With the promotion of 6 / 18, the news about "two election one" and "exclusive agreement" has begun to circulate.

This year, Jingdong, Tmall and other big business platform competition focused on the well-known businesses under the line, and began to enter the white hot stage.

Recently, it has been reported that Decathlon, Timberland and Lafuma have signed an exclusive cooperation agreement with Tmall, the three largest international first-line outdoor brand, and put forward the contents related to exclusive agreements.

According to the agreement, Tmall will become their sole cooperation business platform, and the battle between Tmall and Jingdong will escalate to contention for first-line brand, which has aroused the concern of the industry.

Insiders pointed out that Tmall's project is not only aimed at net more famous brands, but also may be a means to block Jingdong's 6. 18.

"After signing the agreement, brand operators must give priority to their important marketing activities in Tmall, while other electronic business platforms are in a passive position."

Reporters found that in fact, the three brands are already in.

The brand flagship store has been set up, but this time it has signed a deep cooperation, and Tmall has given them more resources support. Tmall will also become the sole platform for their business cooperation.

At the same time, reporters also found that Timberland had previously opened flagship stores in Jingdong, and now search for the brand, although it can see Jingdong's proprietary products, but its flagship store has quietly disappeared, that is, Tmall's exclusivity clause has entered into force.

In view of this, some businessmen believe that this reflects Tmall's feeling from some extent.

The competition of Jingdong and other platforms is getting worse. So we have to give the key brands the commitment of traffic and marketing resources, and exchange for more resources and enhance the loyalty of the brand.

And lately, from

It has announced that the brands such as UNIQLO and SF were settled. At the same time, at the Jingdong's 6 / 18 promotion conference, Zhou Haiyin, vice president of China market and e-commerce department, and he Hong Lu, senior vice president of Samsung Mobile China Mobile Communications Department, has come to the platform. Jingdong's intention to expand the brand is obvious.

According to the latest financial report, Jingdong's first quarter turnover increased by 99% to 87 billion 800 million yuan, while Ali's turnover was 600 billion 100 million yuan, an increase of 40% over the same period last year.

Despite the latest earnings reports, Jingdong and Ali's outstanding performance exceeded analysts' expectations.

But after 12 years of development, the traditional e-commerce business has been unable to sustain the dream of the Empire of enterprises. The two companies are constantly expanding to the borders of finance, business incubation, logistics and so on. They are also seeking ways to break through the traditional electricity supplier.

According to the 2015 Q1 online shopping data released by AI consulting in May 19th, the proportion of Jingdong's self operated B2C market in China increased from 49% in 2014 to 56.3%, and its share grew by 7.3%.

In the B2C market, Jingdong accounts for 22.8% of the market share, and still does not match Tmall's 58.6% market share.

Some analysts believe that the core competitiveness of Jingdong's proprietary mode and the special services such as "Spring Festival not closing" contributed a lot to Jingdong's winning a larger market share in the first quarter.