On May 20th, Jingdong's first seven “Jingdong Help Smart Community Stores†opened in Chongqing, Chengdu, Xi’an, Hangzhou, Shaoxing, and Guangzhou cities, respectively, and based on the “community stewards†to provide household appliances, home appliances, and household management. Home arrival services, smart health product sales services, and home improvement home improvement services have become new entrances to the Jingdong line's service experience. In 2018, Jingdong plans to open 100 “JD East Smart Community Stores†in the first to third-tier cities across the country.
According to the analysis, with the shrinking of the price war in the online home appliance market and the overall slowdown, the service has become the focus of major platform competition. The head of Tmall Electric City, Indian Wells, also said that the service has become an important competitive factor in the online electric city. AdChoices
This year plans to open 100 in the country
“JD East Help Smart Community Store†is mainly located in a residential area of ​​the city and can cover the surrounding 5 km range, providing residents in the first to third tiers access to the community’s “last mile†family service. The services provided include installation, maintenance, housekeeping, etc. At present, the "Jingdong help smart community store" all take the form of third-party joining. "We will put forward uniform requirements for their services and supervise services." The person in charge of Jingdong Mall said.
In addition to providing services, these community stores also have display capabilities for home appliances and can be purchased through spot scans. “At present, more than 50 categories have been visited in stores, and we will update those explosive products at any time based on JD’s data.†The manager of the first community store in Chengdu told the reporter. It is reported that in the stores sold goods, stores can get a certain commission from Jingdong.
According to reports, the seven “JD East Smart Community Stores†opened for business use the big data for site selection, service coverage, and distribution of orders to community stores that are nearest to residents, providing more immediate on-site service.
From online to offline, this is also a reflection of Jingdong's channel sink strategy. In 2014, Jingdong implemented a channel sinking strategy and launched the “Jingdong Help Service Shop†to serve rural consumers, and laid out the last kilometer in rural areas to provide rural consumers with four-in-one services for marketing, distribution, installation, and maintenance of large-scale goods.
With the growth of convenience and personalized consumer demand, Jingdong began to enter the field of community services and launched the “JD East Smart Community Store†serving residents in the first- to third-tier cities to lay out the last kilometer of the community. It is also an entrance to get offline traffic. In 2018, Jingdong plans to open 100 “JD East Smart Community Stores†in the first-tier and third-tier cities nationwide, and complete the establishment of community stores in all prefecture-level cities within three years.
Appliance E-commerce enters service age
Previously, JD.com had already launched the “JD.com†online service portal. This time, the establishment of a dedicated store has also demonstrated Jingdong’s emphasis on the appliance market. With the shrinking of the price war in the online home appliance market and the overall slowdown, services have become the focus of major platform competition. The head of Tmall Electric City, Indian Wells, also said that the service has become an important competitive factor in the online electric city.
According to the "2017 China Electronic Household Appliance Industry Report" released by GfK, overall, although the home appliance online market has experienced double-digit growth, it is expected that the growth rate will slow down in the future. Moreover, the functions and identities of online and offline channels have also undergone tremendous changes. Online channels have become home appliance sales outlets, and offline channels have become the home of home appliance experiences and services.
Services are increasingly important for the home appliance market. Taking JD.com's home appliances as an example, in 2017, consumers buying home appliance goods after online customer service consultation were 5 times more likely to purchase the consumer goods, indicating that consumers’ expectations for pre-sales customer service are constantly increasing. The whole-process one-stop service including platform services, pre-sales, sales, after-sales, and value-added services has become the current direction of online home-grid service purchases.
As Han Wei, the vice president of Ovid Data, said: "Transparent one-stop service not only greatly reduces the time and energy consumed by consumers in home appliance services, but also means that consumers can master more comprehensive home appliance information and users. Evaluation, etc. There is no doubt that this is the inevitable trend and direction of development of China's home appliance market in the future, and it is of vital importance to increase the sense of well-being and sense of acquisition of consumers' home network purchases."
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