At the "Juli Rong Sheng" JD.COM Private Brand Partner Conference held on June 5438+February 2 1 2020, the JD.COM Private Brand Matrix composed of JD.COM Jinzao, Garber, Latit and Huixun made a collective appearance.

Dr. Liao, Chief Strategy Officer of JD.COM Group, pointed out in his speech "Strategic Evolution: The Challenge of Breaking through Growth" that building a digital intelligent social supply chain in JD.COM can continuously optimize the cost, efficiency and experience of the vertical industry supply chain through digital collaboration and network intelligence, realize the overall optimization and reconstruction of all links in the value chain from consumers to industries, effectively mobilize social resources in all links of the value chain through an open platform, and improve the efficiency of agile response and matching.

Wang Xiaosong, Senior Vice President of JD.COM Group and President of JD.COM. COM's own brand business represents JD.COM's initial intention. COM's own brand is to make enterprises that make products with heart have better development, let consumers buy more and better products at the same price, and truly turn the supply chain into a value chain.

(Wang Xiaosong, Senior Vice President of JD.COM Group and Head of Private Brand Business in JD.COM)

At the meeting, JD. COM's own brand announced the launch of the "CEO Plan of Industrial Belt" for partners, relying on JD.COM. COM, and create, empower, open and bind strategic partners for a long time through * * *, thus boosting the digital transformation and upgrading of the factory and creating greater value for consumers and the industry.

In 2020, the number of users and orders of Beijing Tokyo Manufacturing Co., Ltd. will increase by four times compared with the same period of last year, and the goal of tripling is set at 202 1.

With the increasing number of silver-haired people, generation Z and young people in small towns, diversified and personalized consumer demand has become increasingly prominent, and the precise development of products has become the winning point in the new environment. Under the long chain of traditional supply chain, upstream manufacturers lack agile perception of downstream target groups and consumer needs, and the success rate of product development is relatively low. How to accurately lock the preferences of the target group is an urgent proposition. At the same time, the emergence of new channels such as social e-commerce, live e-commerce and multi-channel integration to achieve precision marketing are also important paths for manufacturers to improve supply chain efficiency.

JD。 COM independent brand relies on JD.COM. COM's digital, intelligent social supply chain and more than 400 million active users accurately grasp users' real consumption needs and pain points, and build a brand matrix that meets diversified consumption needs with the three capabilities of "S2B2C mode, dual matrix of products and services, and C2M empowerment". The core brand Beijing Tokyo, focusing on all categories, adhering to practical aesthetics and improving the quality space of mass goods; Jiabai focuses on home life categories, providing consumers with high-quality, personalized and "one-stop" life scene solutions; LATIT is a sports brand, advocating convenience and fashion in sports; Huixun is one of the important brand achievements of JD.COM. With the concept of "low price but not low quality", we strive to bring the most cost-effective products and services to sinking emerging markets.

In terms of channels, Ma, general manager of JD.COM, said. COM private brand channel development department, JD.COM. COM's own brand has built an online e-commerce platform, including offline stores such as Qixian, JD.COM Convenience Store, Beijing-Tokyo X Ningbo Wanda Huamei Hotel, as well as the omni-channel layout of new scenes such as major customer channels, live broadcasts and social e-commerce, which has become an "intermediate platform" to link manufacturers and consumers and help consumers convey their needs.

(General Manager of Ma's own brand channel development department)

With brand matrix and omni-channel layout as the starting point, JD.COM. COM's own brand has created a diversified cooperation model, which can provide partners with full chain services including product positioning, R&D design, pricing, brand use, marketing promotion and channel sales. Specifically, in the upstream of the supply chain, JD.COM. COM own brand insight into consumer demand, assist the factory to reverse customize C2M, and realize the precise development of products with different brand positioning; In the downstream of the supply chain, multi-channel precision marketing is realized by covering the whole network e-commerce platform and omni-channel empowerment in most parts of the country.

Taking Beijing Tokyo Manufacturing Co., Ltd. as an example, in 2020, we and our partner * * * tried to reshape the category structure and flow structure, and achieved good results. The number of users and orders increased nearly four times year-on-year. Besides, JD. COM's own brand has also spawned a number of single SKU explosions: during JD.COM 1 1.11this year, the cumulative sales of a solid wood children's learning desk and chair made in Tokyo exceeded 20 million yuan, the cumulative orders for drawing Huixun bamboo pulp natural paper exceeded110,000 pieces, and LATIT intelligent counting skipping exceeded/kloc. Tang Hengsheng, general manager of Beijing Tokyo Manufacturing Co., Ltd. said that in 20021year, we will share information with our partners, build production capacity, and achieve the new goal of quadrupling again.

(Tang Hengsheng, General Manager of Kyoto Tokyo Manufacturing Co., Ltd.)

Open ability: JD's high input-output choice. COM's own brand manufacturers "borrow ships to go to sea"

Behind JD. COM's own brand is JD.COM. COM has a long history of supply chain logic.

10 years ago, JD.COM put forward the theory of "ten sugarcane", which divided the value chain of consumer goods retail into 10 links: creativity, design, research and development, manufacturing, pricing, marketing, trading, warehousing, distribution and after-sales. Among them, the first five links belong to brands, and the last five links belong to retailers. JD.COM is not only a trading platform, but also extends its business to warehousing, distribution, after-sales, marketing and other links, and creates value and gains returns by taking on more roles.

At the meeting, Liao said that as a technology and service enterprise based on supply chain, JD.COM will build a socialized supply chain of digital intelligence including "commodity supply chain, service supply chain, logistics supply chain and digital intelligence supply chain" along the path from domestic to overseas, from to service, from to to b, from physics to digital intelligence, and from trading warehouse to the top five sectors of "sugarcane".

(Dr. Liao Wenjian, Chief Strategy Officer of JD.COM Group)

JD。 COM's own brand is just one of the breakthroughs in JD.COM from the last five "sugarcane" to the top five "sugarcane". Private brand is not only a commodity and channel, but also a grasp of the changes in user needs and an expanding service boundary. With the help of JD. COM's digital intelligent social supply chain JD. COM's own brand will help its partners to understand the needs of users, change the brand name to obtain brand premium, broaden the consumer market and achieve sustainable growth.

Chang Bin, founder and managing director of Qicheng Capital, also shared the growth and attack of the new generation supply chain at the meeting. He pointed out that the platform is driving the rapid development of a new generation of supply chain, and platforms, factories, products and brands constitute an efficient short-chain system with closed-loop feedback. Through the core competence of design and development, flexible lean delivery, marketing and user operation, the supply chain is promoted with two advantages of "cost" and "differentiation". JD。 COM's own brand opens its three capabilities of product research and development, platform operation and brand building to its partners, which is not only a "gold mine" for quick insight into consumers' needs, but also provides a high-input-output choice for China's huge manufacturing factories, white brands and brands to "borrow ships to go out to sea".

(Chang Bin, founder and managing director of Qicheng Capital)

Turn the supply chain into a value chain, JD. COM independent brand pushes "CEO plan with industry"

China has a large scale advantage in manufacturing industry, and it is the only country in the world where all industrial categories are included in the United Nations industrial classification. However, the manufacturing capacity of mass goods does not mean that it can completely match the needs of consumption upgrading and diversification. This year's global epidemic has had a far-reaching impact on foreign trade and domestic demand, and the sudden changes have also "reminded" the manufacturing industry to change the idea of "product-centered" into "user-centered", eliminate backward production capacity and further enhance the anti-risk ability of manufacturers.

Hongfeng Group, founded in 1906, is a veritable "century-old shop" and the big brother in the foreign trade industry. At the meeting, Zhu Weizhong, Chief Operating Officer of Li & Fung Group, pointed out that under the background of global economic integration, not all manufacturing plants have the conditions to complete digital transformation quickly. JD.COM's four brands. COM's own brand system has its own emphasis, covering almost most scenes in people's lives. The cooperation between manufacturers and JD.COM is obviously a "shortcut". And rely on JD.COM's supply chain capabilities. The digital and intelligent society of COM produces explosive products that meet the needs of consumers.

(Zhu Weizhong, Chief Operating Officer of Li & Fung Group)

JD。 COM's own brand "Industry Belt CEO Plan" came into being.

C is co-creation, e is empowerment, and o is openness. With the help of technology, JD.COM. COM's own brand has created a "virtual CEO" for the factory. Rely on JD COM's digital intelligent social supply chain, its own brand has opened up in JD.COM. With the ability of product selection, brand incubation, user operation, channel penetration and supply chain incubation to high-quality factories, * * * has created a "user-centered" C2M industrial chain model and more products and services that "users think", enabling factories to realize digital transformation in an all-round way, accelerating the digital intelligent upgrading of manufacturing industry, and moving towards intelligent manufacturing together with industrial belt partners.

JD。 COM's own brand, the ability of intelligent supply chain, online and offline omni-channel retail resources can make up for the shortcomings of traditional manufacturers in the digital field.