The new wild prospect of JD instant retailing from the perspective of "hour shopping"

10 month 12 Japan , Jingdong, jointly built by Jingdong and dada group “ Hour purchase ” The business is officially released . The new business will bring users a faster shopping experience .

One 、 Jingdong released “ Hour purchase ”, Full force real-time retail

JD news said , Hour shopping is a unified brand of JD real-time retail business for consumers , Corresponding “ The online order 、 Store delivery 、 Hours or even minutes ” Retail model . The hourly purchase business was officially released , It marks JD's comprehensive efforts in real-time retail .

By contrast , Compared with traditional retail business , The biggest feature of hourly purchase is the upgrade of distribution timeliness . At present , Users in Jingdong APP See inside with “ Hour purchase ” Identify the product and place an order , You can enjoy the service of delivering goods in hours or even minutes . according to the understanding of , Hour purchase is fully undertaken by dada group , At present, both parties have established a complete set of contract fulfillment distribution 、 Marketing transactions 、 Commodity management 、 User operations 、 Digital building instant retail solutions .

JD hourly purchase involves the delivery of goods 、 packing 、 transit 、 And so on , How does it work ？ according to the understanding of , The business process of hour purchase is as follows ：1、 JD front end warehouse relies on massive transaction data , Analyze the consumption ability and habits of different communities , Depict specific portraits of different neighborhoods , Then, through the portrait of the community, we can realize the precise marketing of "buy first, give first" .2、 The purchasing department orders in advance according to big data , And deliver the goods to the designated warehouse , Put on shelves to form inventory . Before the consumer places an order , By analyzing consumers' buying habits and abilities , Big data predicts that users have strong purchasing power , Through the existing logistics system, the physical objects are stored in the designated front warehouse （ Mobile store ）.3、 JD.COM APP be based on LBS（ Mobile location services ） Position the customer , Show consumers the inventory of nearby mobile stores , After the consumer places an order , Send the order to the mobile store . The deliveryman of the mobile store gets the order , Door to door delivery , To realize “ Hour purchase ”.

Official data show , JD hour shopping service has been connected to 10 10000 full category physical retail stores , Cover the supermarket fresh 、 Mobile communication 、 Digital appliances 、 Medical health 、 Beauty and skin care 、 Home clothes 、 Flowers and plants 、 Cake baking and many other categories .

Two 、 JD.COM “ Hour purchase ” The spirit behind

The hourly purchase business is realized , It is inseparable from JD's comprehensive and mature supply chain system .

At the initial stage of Jingdong development , With the continuous investment in the logistics field, we have established a differentiated competitive advantage , Become the largest e-commerce platform outside e-commerce Alibaba .

Years of investment in logistics , This has made JD's supply chain mature in an all-round way . At present , Jd.com has established a network represented by jd.com's main retail station B2C Pattern , Jingdong fresh 、 Jingxi 、 The origin mode represented by JD logistics origin warehouse , And home 、 Shop 、 Community 3 A segmented local retail supply chain model .

thus , JD has become the only company in the industry with a complete model and a solid layout “B2C Pattern + Origin mode + Local retail model ” Three big five kinds of supply chain enterprises .

Under the three major and five supply chains , JD has also established a nationwide supply chain infrastructure . To be specific , after 18 The development of , JD has made full development in many entity business fields .

Logistics , By 2021 year 6 month 30 Japan , JD logistics has been operating for about 1200 A warehouse . Only the past year , The number of warehouses operated by JD logistics has increased 450 individual , This number is equivalent to Jingdong from 2007 In, it began to build its own logistics to 2017 Total warehouse growth over the decade ; Including the cloud warehouse area of JD logistics management , JD logistics has a total storage area of about 2300 Thousands of square meters , A new year 500 Thousands of square meters .

Commodities and channels , Jingdong group 2021 The second quarter financial report data show that , JD manages more than 900 ten thousand SKU Self operated commodities , Jingdong home appliance stores have been laid out 、 Jingdong computer digital store 、 Seven fresh supermarket 、 Jingdong convenience store 、 Jingdong jingche Club 、 Jingdong Pharmacy 、 Jingdong industrial products intelligent retail stores and other tens of thousands of offline stores ; Jingdong's supply chain is also connected with a million level community supermarket 、 greengrocer 、 The pharmacy 、 The garage 、 Flower shop , And a large number of manufacturing plants in the industrial belt .

Through more than ten years of retail 、 logistics 、 Technology and other infrastructure construction , JD can now help more consumers in remote areas to enjoy high-quality goods and “ That day ” and “ The next day ” Service for , This service has now covered the whole country 55 Ten thousand administrative villages , Effectively help these regions release industrial vitality 、 Promote consumption upgrading and Rural Revitalization .

3、 ... and 、 from “ Hour purchase ” Look at the new yewang of JD instant retailing

Hour shopping is not only the symbol of JD's full-scale real-time retail , It also carries JD's ambition to seize the real-time retail track .

At present , Domestic retail has developed to B2C、O2O、C2M、 The coexistence of multiple types of physical retail .2020 The COVID-19 broke out at the beginning of the year , It accelerates the transfer of users to the Internet , Store to home business 、 Digital retail ushers in new opportunities for development .

Under the epidemic , Giants have started to make efforts in the real-time retail market .2021 Beginning of the year , Alibaba announced that it will Gaode 、 Flying Pig 、 The local life is connected to form the life service section , The overall development is the retail market . not long ago , Meituan flash purchase announced the launch of the first phase “ Billion brand growth plan ” And chain supermarkets “ Hundred cities and ten thousand stores ” action , It will be in the future 5 During the year 100 The transaction volume of flash purchase of brands in meituan has exceeded 10 One hundred million yuan .

Behind the entrance of giants , Instant retailing is becoming the new “ One trillion ” market . According to iResearch consulting research , The size of China's real-time retail market is estimated to be 2024 The year will reach nearly 9000 Billion . Local retail O2O China supermarket is an important category , expect 2020-2024 year , Local retailers are super O2O The compound annual growth rate of market scale will reach 62%.

The release of Jingdong hourly purchase , It will complement JD's weakness in the real-time retail and local living markets . The release of hour purchase , It can not only further improve the shopping experience of JD's existing users , Give them a choice of JD express , It will also attract more non JD users to enter the JD platform , Provide new increment for JD's user growth .

Vice president of Jingdong group and dada group 、 Hehuijian, head of JD Omni channel home business department, said ：“ Hour shopping has become an important layout of JD in the retail field , The goal is to penetrate 50% Jingdong users . Its localized supply chain model , It will create the second growth curve for JD .”

In my opinion ,50% Far from JD's goal . In addition to JD's existing users , The goal of JD is to win more local life service markets .