There is a specialization in the art industry, so that those who are good at dealing with merchants can do video sales, and Liu Qiangdong is a little too high to look at his procurement and marketing brothers.
With the strong return of Liu Qiangdong, JD.com has started a series of changes in the past two years, including high-level to ordinary employees, and they have entered a state of struggle.
Recently, when I was browsing some of JD's self-operated products, I found that on the video page of the product introduction, JD's purchase and sales appeared.
After opening these videos, I found that it was the purchase and sale of the current product, the exquisiteness of the picture and the expression of the purchase and marketing, compared with the advertising film of the product, it seems very rough, it is not an exaggeration to say that it is a parameter repeater.
Take the Xiaomi 14 mobile phone as an example, this is a popular mobile phone, Jingdong has equipped this mobile phone with a video for sale, can it really bring conversion rate?
When users choose mobile phones,What is more important is the real evaluation,Including battery life data、Heating data, etc.,Obviously, the simple introduction of Jingdong's procurement and sales cannot meet the needs of users,Video for the sake of video,It may not be possible to bring goods。
At present, not all of JD's self-operated products have opened the video introduction mode of procurement and sales, and it can be seen that Apple, OPPO, Motorola and other mobile phones still use the advertising film model.
It can be seen that the overall introduction of Motorola's mobile phone is much more exquisite, which is in stark contrast to the introduction video of Jingdong's procurement and marketing.
In addition, the value of Talk also found that Jingdong now gives a lot of traffic and location to video content,Added a channel at the bottom of Jingdong APP,After opening, you can see live broadcast、Selection、Video content such as evaluation。
Among them, in the selected channel, there is also a separate procurement and marketing column, which is all videos recorded by JD.com's procurement and sales personnel.
By checking the value of Talk, it was found that JD.com's procurement and sales personnel recorded a large number of product introductions, but most of them were simple introductions of tens of seconds, and the personnel were basically dressed in red clothes, with the words Jingdong procurement and sales written on them.
The recording environment is also very simple, including the lighting, the scene is very casual, and there are even people who are reluctant to show their faces, replacing them with cartoon images, and there are few comments in the video area, and at the beginning of many videos, the salesman will introduce himself and say his real name.
In response to this behavior of JD.com's procurement and sales, it has also attracted a certain degree of attention on the Internet. Some netizens called it earthy Kuaishou, and some netizens said that this is just a task of procurement and sales, and no one really wants to shoot.
Some netizens pointed out that the shooting quality of many videos shot is really indescribable, and the senior management of JD.com really won't take a look? This is definitely a side effect.
As a giant in China's e-commerce industry, JD.com has indeed faced many challenges in the past two years.
In particular, the rise of video e-commerce such as Douyin and Kuaishou has had an impact on JD.com, and at the same time, in terms of low-price models, JD.com's Jingxi business has not played Pinduoduo.
As the founder of JD.com, it is understandable that Liu Qiangdong is anxious, and it is correct to increase the construction of video content, but it is difficult for a blind video strategy to work.
For example, in terms of live broadcasting, Taobao and Jingdong are basically on the same starting line, and at present, Taobao has Li Jiaqi, Luo Yonghao and other well-known anchors on the whole network, and the overall ecology has been completed.
But JD.com doesn't have a few famous big anchors, including Liu Qiangdong's digital person, and it didn't make much splash.
The content ecology seems easy, but it is actually a cumbersome system, which cannot be made simply by throwing money, especially video content, Zhihu is a good case.
Liu Qiangdong should have a good understanding of the reputation of JD content in the industry, in recent years, JD has also invested a lot of manpower and material resources in content construction, but most original content creators have not fully integrated into JD's content system, but a large number of MCNs have appeared.
These institutions can help JD.com's operations solve the problem of content quantity, but they also collect problems such as moving videos, and finally form a situation where MCN moves videos to earn money from JD.com's content creators.
Of course, from the perspective of the effect, the number of Jingdong videos is enough, but once Jingdong stops content subsidies, these MCNs can't see the profit space, and they will withdraw one after another, but the content system has not been established, and the amount of content on Jingdong will probably decrease sharply at that time.
In addition to distributing content on the JD platform, Value Talk found that JD also posted videos with goods on social platforms, but the number of views was low, and there were even cases of Lei Jun selling products. Obviously, this is not a very reasonable move for JD.com's image.
As the core position of JD.com, Liu Qiangdong attaches great importance to the procurement and marketing brothers.
In May, Liu Qiangdong also said that "the best salary package should be given to procurement and marketing, and procurement and marketing are the first line of our battle." "Employees who purchase and sell C1 to C3 have different increases, up to 100%.
Under Jingdong's self-operated system, procurement and marketing are indeed extremely important, and if they do well, they can bring direct profits to Jingdong, which is why Liu Qiangdong attaches great importance to them.
But Liu Qiangdong can't think that Jingdong procurement and sales are omnipotent,Take video delivery as an example,A successful video with goods requires operation、Script、Art、Editing and other types of work can be realized,If you want to complete the procurement and sales alone,It's indeed a bit whimsical。
At present, from the perspective of quantity, Jingdong's procurement and sales have produced a large number of video content, but from the perspective of quality, it is really very poor, if Liu Qiangdong understands this phenomenon, he should stop this in time, rather lack than abuse! Especially Jingdong's self-operated products,It's easy for consumers to feel bored,For example, after I finished reading the introduction of Jingdong procurement and sales of Xiaomi 14 mobile phones,I really have no desire to buy。
Compared with video content, JD.com actually has more places that Liu Qiangdong needs to pay attention to, such as the number of third-party merchants.
The reason why Pinduoduo can quickly surpass JD.com,Tens of millions of third-party merchants have played a key role,Jingdong has done very poorly in this regard,It is reported that its third-party merchant shop has just exceeded one million,Obviously, there is still a lot of room for improvement,And we must pay attention to the active number of third-party merchants。
In addition, in terms of consumer rights and interests, JD PLUS members are JD's biggest wealth, JD should not put cost reduction and efficiency increase on PLUS members, but should come up with more benefits to PLUS members, which is also where Liu Qiangdong needs to improve as soon as possible.
As for the so-called overseas business, Jingdong has basically given up strategically, which is a pity! But this does not mean that JD's domestic business can be done once and for all, at present, Douyin, Kuaishou and even Meituan have high goals for the e-commerce business, and it is impossible for JD to usher in a second rise by purchasing and selling alone, Liu Qiangdong should look at other brothers!