new economic observation丨e-commerce invests billions of resources to allow brands to be hands-off and reduce operational burden
2024-09-07
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cover news reporter fu wenchao
in recent years, with the continuous changes in the rules of e-commerce platforms, the road for fast-moving consumer goods brands has become increasingly difficult. rules such as "absolutely low prices" and "only refunds" have put unprecedented pressure on small and medium-sized businesses.
it is becoming increasingly difficult to impress consumers with low prices, which also makes it difficult for many fast-moving consumer goods brands to survive. based on this industry insight, yao yanzhong, senior vice president of jd group and president of jd retail supermarket business group, proposed a new development strategy on september 5.
it is understood that in the future, jd group will invest 10 billion to support jd supermarket's 10 billion agricultural subsidy project and the launch of new products. jd supermarket's brand cooperation has been upgraded to provide a hands-off mode, where brands only need to make good products, and jd procurement and sales will take care of almost all operational work, thus greatly reducing the operational burden on brands.
in order to help companies reduce operating costs, jd supermarket restructured its supply chain and strived to reduce the number of times goods were moved. to ensure the highest quality-price ratio, it has established safety monitoring laboratories in 45 asia no. 1 warehouses across the country, and has built the foundation of quality-price ratio through three lines of defense: safety testing, authentic product identification, and on-site experience.
in terms of marketing resource support, jd group will increase resource allocation to brands cooperating with jd supermarket. jd supermarket's overall share of resources within the jd area will exceed 30%, and marketing investment outside the jd area will also increase by 30%.
in addition, yao yanzhong, senior vice president of jd group and president of jd retail supermarket business group, said that the next ten years will be the second half of the fast-moving consumer goods industry and the ten years of transformation for jd supermarket. faced with fierce market competition, brands need to shift from seizing the trend to practicing internal skills, cultivating the three core capabilities of reconstructing the supply chain, rebuilding product strength, and reshaping the quality-price ratio. jd supermarket will also focus on these three capabilities and implement a series of measures to help brands achieve high-quality and sustainable growth.
