JD.com is going further and further on the road of e-commerce!

Is it necessary to offer low prices when doing e-commerce? Without low prices, will users still buy? The same product is expensive on JD.com, so where are the core users and value of JD.com e-commerce?

Are you still shopping on JD.com?

Did you feel what Dong Ge said about comparing prices with those on the entire Internet?

The key point is that this slogan has been shouted for several years, but it still feels expensive, even during big sales.

Personally speaking, I think JD.com is going further and further on the road of e-commerce.

Some time ago, Dong Ge rarely went abroad and generously gave a substantial salary increase to his brothers in JD.com's procurement and sales departments.

Brother Dong may think that he did not work hard enough in purchasing and sales and failed to find the cheapest products, but the actual problem does not lie there.

The core issue actually lies in management, concept and positioning.

01 It’s not difficult to find products

I have been working in e-commerce for almost ten years. Since the first year I built the platform, I realized that finding products and good products is not difficult at all.

The vast majority of merchants hope that their products can be sold, and sell more.

Many of the investment promotion employees we recruit know at least hundreds of source bosses or their brand marketing personnel.

At the same time, they also have docking groups for various supply chains and merchants, and can even take us directly to the merchants’ factories and orchards for traceability.

We used to be in Hangzhou, and one afternoon we suddenly decided to do a live broadcast to sell braised food. A merchant from Jiangsu learned the news in the morning and drove to our live broadcast room in the afternoon.

Therefore, merchants are very active in selling goods, especially large platforms like JD.com.

Moreover, at that time we were a small platform with a monthly GMV of only one million, but we could still get sales discounts far lower than those on the Taobao platform, which was also related to our private domain business.

Similarly, if we look back at the anchors on the major platforms, from Oriental Selection to Make Friends, to various private domain team leaders, they can also get very good supply chain resources.

So it is not difficult to find sources of goods and negotiate prices.

02 The price is still expensive

The weather has been hot recently, so I plan to buy a pair of children's sandals for my child.

After I searched on Douyin, Douyin recommended many brands of products to me, such as Babudou, Fila, Li Ning, Delhui, Balabala, etc., and also gave me coupons ranging from 20 to 50, the prices were very cheap.

I originally thought that JD.com could deliver the goods the next day, so I gave JD.com a chance.

When I searched for the same product, also in the flagship store, I found that the price on JD.com was twice that of TikTok.

Tell me, who should I choose?

Although I am very anxious, I am not stupid!

JD.com has been shouting about low prices for many years, and its advertisements can be seen in elevators, but it has never actually achieved its goal.

For example, the price of the same rice cooker MB-RE429 from Midea is 145 on Pinduoduo, while it is 168 on JD.com. How can we compare? JD.com also has a sign that says "If you buy at a higher price, you will get double the compensation."

03 It’s not about lowering prices without any bottom line

Is it necessary to offer low prices when doing e-commerce? Of course not!

Not all users need to buy low prices, and not all users know about low prices.

Users are willing to pay for an appropriate premium, such as next-day delivery or good after-sales service.

As mentioned before, if buying shoes is 10 yuan more expensive than Pinduoduo and Douyin, I think it is acceptable, but if it is 70, 80 or even 100 yuan more, isn’t this a rip-off?

As for JD.com, has it not understood where its core users are and where its core value lies?

First, genuine products should be the characteristic of JD.com. Users can buy with their eyes closed. If they encounter real problems, they should be able to return the products unconditionally like Pang Donglai.

But if you read the news, you will see that many consumers have all kinds of disputes after buying counterfeit goods on JD.com.

Secondly, the delivery speed is fast. Now it seems that we are being left behind by SF Express and some departmental group purchases that are delivered the next day.

Third, have a proper price advantage, and can be 5, 10, or even 20 or 30 yuan more expensive than others (for some high-priced products)

Fourth, a very good after-sales experience. If JD.com can meet the above four points, it actually has a lot of markets, even including in the fresh food sector and local e-commerce sector.

But to be honest, many shopping experiences on Pinduoduo are actually far superior to those on JD.com, especially the prices.

In addition, I once bought the same two products, and I found that Pinduoduo's arrived first.

Therefore, if JD.com has not changed, it will be useless no matter how much slogans it shouts or how much it increases employees' salaries.

04 What exactly does Jingxi do?

JD.com actually has another product called Jingxi. Its original purpose was to cut into Pinduoduo's market and, like Taobao Special Edition, to enter the source factories and conduct traceability and support for the industrial belts.

Jingxi, Jingxi Pinpin, Taobao Special Edition, etc.

But these products still haven’t figured out one thing, which is why everyone still goes to Pinduoduo?

They thought that as long as they piled all the products priced at 3.9 and 9.9 into one APP, they could compete with Pinduoduo.

Recently, Jingxi was renamed Jingxi Self-operated. So what is the difference between this and JD Self-operated?

If the quality of these so-called factory direct supplies at 1.9 and 3.9 is really that good, what is the use of JD.com?

Similarly, if you can make a product for 3.9, aren’t there very few on Pinduoduo?

Therefore, whether it is JD.com, Jingxi, Taobao, or Taobao Special Edition, whether it is from the product UI design, the selection of goods, or the various gameplay of the platform, they are all trying to create the second or third Pinduoduo.

Instead, they are not thinking about how to keep users placing orders on their platforms, and what kind of impression and services their platforms need to create for users.

Otherwise, if the entire screen is filled with products of 1.4 and 0.8, and users click in to find out that it is the smallest SKU, this will not solve the problem but will make them feel cheated again.