How to use the billions subsidy recommendation coupon? Huang Zheng: In the billions subsidy war, whi

 

Recently, the Internet industry has started againoneThe wave of stock innovation, let usoneOpen the veil of this new era and look at the InternetThe worldWhat exciting things are happening.

In 2019, when Pinduoduo1When the "billion dollar subsidy" was launched, many peopleNo,Knowing what medicine Pinduoduo Hulu sells, competitors are watching and even mocking Huang Zheng for being foolish. But who would have thought that "billions of subsidies" would become a daily routine today?.

After Taobao launched "Juhuasuan", at the beginning of this year, JD.com announced the launch of a "billion yuan subsidy" channel, in addition to self operated channelsdo businessJD.com also claims to collaborate with the3Fang brand and merchants directly subsidize their products with real money, bringing the most cost-effective products through direct price reductions. The subsidy categories cover a full range of products on platforms such as 3C home appliances, beauty, fresh food, life services, medical and health.

along with3The entry of big platformsIt seems that several top platforms have temporarily put the argument of "refinement" on hold1Edge, new1The problem of the intensifying smoke of the "price war" in e-commerce has arisen3What is the difference between the billions of subsidies offered by home appliance platforms, or simply put, which one is stronger in terms of "billions of subsidies"? Today, let's compare and analyze in detail1Below.

No,Afraid to findNo,I'm afraid of youNo,Buy to compare3The 'billion dollar subsidy' of the home platform, we naturally have to start from the entrance. Compared to the best features after all, you can findNo,To the entrance, that is1As a selling point vigorously promoted by JD.com this year, the entrance to the "billion dollar subsidy" has been set on the homepage.

As shown in the figure, JD's "Billion Subsidy" entrance directly occupies the homepagecenterOn the left side, there is a billion dollar subsidy icon, and on the right side, there are example products based on big datatakePrice display, basic structuretakePinduoduo1Okay, yesIt is said to be a direct comparison to Pinduoduo's design.

The life diary of a 38 year old female leader in an advertisement has been exposed, revealing the connotation of the workplace and making people's scalp tingle. (Source: Lei Technology self-made) Let's take a look at Pinduoduo again. Because there is no banner design on the homepage, the position of "billions of subsidies" is more eye-catching, and the "buy more groceries" function that has been promoted in recent years is also highlighted1Also occupying the homepagecenterThe location makes people feel a sense of endurance every time they open itNo,The urge to open up.

As for Taobao, it appears to be much more restrained1Looking at it, on this homepage filled with various functions and gameplay, it's not even possible to find a place to play1If you click on the "Juhuasuan" button to find the billion yuan subsidy in time, you will only enter1A page mainly focused on daily necessities, somewhat similar to the Taobao special offer version.

Only open located below the search barThe "Billion Subsidy" small icon is necessary for users to correctly enter the Billion Subsidy activity page, and the activity page appears more cluttered compared to the other two, with buttons for buying products and other functions occupying most of the space, which seems somewhat misplaced.

The advertisement changed his life trajectory because it was appreciated by beautiful women... (Image source: Lei Technology self-made) Next, let's take a look at the product coverage. Of course, the most important thing is to look at JD's "billion yuan subsidy" that was only launched this year. What are the differences in product categories compared to the other two manufacturers.

As the initiator of the "Billion Subsidy" strategy, Pinduoduo currently has a total of 27 categories, with most categories having 8 subcategories and unique "50% off" and "newly launched" categories. Subsidized products are also available3The largest and most diverse platform in terms of quantity and variety.

On the JD side, currently“The "Billion Subsidy" has 17 categories, each with 8 subcategoriestemporaryAccording to data statistics from Qianzhongtai, the number of subsidized products on JD.com is still lower than that of Pinduoduo, but the product categories are more focused on core categories such as household appliances and mobile communications, with a high degree of category concentration.

Although starting slightly later than Pinduoduo, Taobao's "Billion Subsidy" also includes 26 product categories in addition to the regular settings, such as "New Listing", "Limited Time Grab", "Foodie Festival", etc. The existing product SKUs are also higher than JD's "Billion Subsidy" level.

It is worth noting that currently Taobao's "billion dollar subsidy" does not have a separate subcategory under the main category, so we can see that tablets, desktops, and laptops are mixed together1The situation may inevitably cause inconvenience to users' browsing of products1The difficulty of determination.

(Image source: Lei Technology self-made) Nothing isNo,Can be supplementedOf course, the platform attaches great importance to entrance settings and product categoriesNo,In the end, what consumers value more is the discount strength of products. Next, we will start with 3C digital, bulk household appliances, and daily necessities for comparative analysis3The price level of the "billion yuan subsidy" on the home platform.

As its core product category, JD.com has specially opened an Apple section with a "billion yuan subsidy". In terms of price, JD.com offers discountsDrip dropsNo,Vague, the subsidy for iPhone models is mostly over 500 yuan, and the subsidy for MacBook is even more over 2000 yuan.

Among them, the iPhone14 Starlight Color 256GB, JD's billion yuan subsidy price is 5729 yuan, Pinduoduo's price is 5729 yuan, Taobao's price is 5849 yuan, and even requires timed grabbingCoupons can only be priced on par with the previous two platforms.

(Image source: self-made by Lei Technology) The MacBook Air 138+256G version has a daily price of 6898 yuan and a subsidy price of 5359 yuan marked on JD.com, while the same subsidy price on Pinduoduo is 5488 yuan and on Taobao is 5363 yuan. JD.com has1Advantages of determination.

(Image source: self-made by Lei Technology) iPad 10 WLAN version, JD's subsidy price is 2989 yuan, Pinduoduo's price is 3059 yuan, and Taobao's price is 2998 yuan.

By comparison, we can find that when it comes to Apple products alone, the products in the JD Apple section are basically3The most favorable product on the home platform - even though the price difference is only a few tens of yuan, the product with the same price is JDIt also eliminates the step of timed ticket grabbing.

It is worth noting that although JD.com has a slight advantage over Apple products1Raise funds, but put them on other productsNo,1For example, the Xiaomi air conditioner is 1.5 horsepower new1The subsidy price for JD.com is 1897 yuan, the subsidized price for Pinduoduo is 1820 yuan, and the subsidized price for Taobao is 1799 yuan——No,We need to grab coupons regularly to reach this price.

For example, the Xiaomi TV EA55 has a subsidized price of 1399 yuan on JD.com, while the subsidized price on Taobao is 1289 yuan. On Pinduoduo, you can even achieve a super low price of 1099 yuan through limited time coupon redemption, which is more favorable than JD.com on both sidesNo,Less.

Let's take a look at daily necessities, first of all food, Jindian pure milk 250ml * 12 boxes * 1 box, with a subsidy price of 39.8 yuan on JD.com, 34.6 yuan on Taobao, and 29.9 yuan on Pinduoduo.

The same goes for other categories of daily necessities, such as Vinda paper with 3 layers and 120 draws * 20 packs. JD's subsidy price is 39.8 yuan, Taobao's price is 34.6 yuan, and Pinduoduo's price is 29.9 yuan.

Overall, except for digital 3C products, the price of JD's "billion yuan subsidy" is in most casesNo,In most cases, Pinduoduo's "billion dollar subsidy" on Taobao and Pinduoduo has a price advantage, with only a few cases losing to Taobao's limited time coupon subsidy.

In the context where billions of subsidies have become Pinduoduo's "golden signboard", the sincerity of the other two platforms seems to be lackingHu HuiNo,Is it enough to shake Pinduoduo's position that the lower the price, the better the experience? As the saying goes, the quality of express delivery is also important in the shopping experience1After all, who did the ring let go ofNo,Willing to wait for several days to get what belongs to oneselfequipment.

Unfortunately, at this stage, JD.com was unable to fully leverage its advantages due to its participationtakeJD's "Billion Subsidy" Store Ranks First3Fang merchants are the main players, while self operated stores still have few participants to this daytakeThe billion yuan subsidy results in most of the billion yuan subsidized products you purchase on JD.com being shipped by the store itself.

As for Taobao and Pinduoduo, their logistics services are still mainly provided by Zhongtong and YTO, so3The logistics experience of the home platform is basically improvedNo,The difference in after-sales service is also the same, becausetakeThe store with "billions of subsidies" ranks first3Fang merchants are the main ones, so these products are mostly handled by the merchants for after-sales service, even if JD PlusEmployees also cannot use JD's worry free and effortless after-sales service.

In order to reduce consumers' worries,3In fact, home platforms have implemented relevant strategies, such as JD's "return and exchange freight insurance" and "double compensation for expensive purchases", and Taobao's "fake"1Ten point compensation "," worry free after-sales service ", Pinduoduo's" buy with peace of mind "," refund at will "and other services.

(Source: Lei Technology Self made) Of course, in seemingly beautiful promises, there are also someNo,First, let's look at the early compensation. JD's "buy expensive double compensation" service is only available for products with this mark, and products with this mark are only available in the digital 3C category with price advantages; Pinduoduo's fake1The term 'pay ten' clearly indicates that it is a cash voucher compensation, and3The 'price difference compensation' of home platforms has extremely highwideStrict time requirements.

Looking at the after-sales service again, according to the information provided by Black Cat's complaint, Pinduoduo has been criticized for repeatedly "cutting orders"complaint; Pinduoduo and Taobao both have itNo,Complaints about a few products without a certificate of conformity and inability to trace their origin, but due to the buyer's difficulty in providing evidenceNo,Got it.

(Image source: Lei Technology self-made) Of course, JD.com is not immune either, and JD's "billion dollar subsidy" also existsNo,Shaodi3The situation of "sealing and missing" products by local merchants, and because the products are not fake, it is difficult to obtain satisfactory compensationNo,The probability of "cutting orders" occurring on Pinduoduo platform is much higher than on JD.com platform

From this, it can be seen that the after-sales service related to the "billion yuan subsidy" still exists at presentNo,Summary of Few Issues: Behind the "Billion Subsidy", we are witnessing1The ultimate battle in the sinking market is according to the report by China Research Institute Puhua.

As of the end of December 2021, the number of mobile internet users in China reached 1.029 billion, an increase of 43.73 million for the whole yearAs a comparison, the growth rate of mobile Internet users slowed down significantly, according to QuestMobile data,.

(Image source: QuestMobile)No,Only in this way, according to the China Retail Industry Development Report by the Ministry of Commerce and data released by the National Bureau of Statistics, rural online retail sales have maintained continuous growth for many years and account for a certain proportion of the overall online retail salesNo,Compared to the almost stagnant floating market, there is greater room for improvement.

In fact, last year's data can also prove this1It is reported that JD's GMV in 2022 is about 3.2 trillion yuan, which has not increased compared to previous years, while the GMV of online products on Taobao and Tmall recorded a median year-on-yearwhereaboutsOnly Pinduoduo is the only one in the e-commerce arena1The giant continues to maintain rapid growth, with a year-on-year increase of about 23%.

Therefore, due to the impact of the epidemic,1When the consumption capacity of second tier cities is approaching saturation, various household appliancesBusiness platforms are choosing to continue expanding into lower tier markets, engaging in a 'price war'1From the current situation, as the initiator of the entire gameplay, Pinduoduo's "billion yuan subsidy" price is still3The lowest among them, establishing a very short link between consumers and factories, making logistics andcenterThe cost of each link is minimized, and the underlying logic of the business model establishes Pinduoduo's core competitiveness in terms of price.

The highly anticipated "billion dollar subsidy" from JD.com has indeed achieved lower prices than Pinduoduo on some products, but in terms of overall quantity and bulk commoditiestakeThere is still a gap compared to Pinduoduo, so it cannot attract that1Group of extremely price sensitive users, more like1Ways to increase the activity of existing JD customer groups.

As for Taobao's "Juhuasuan" subsidy of billions, it is3personamongThe most moderate choice is that the price of digital 3C is higher than that of JD.com, and the prices of other products are mostly higher than those of Pinduoduo. From the perspective of entrance settings, currently Alibaba'sThe 'Billion Subsidy'do businessThe attitude is still relatively vague, if in the futureNo,If the subsidy is followed up, there is a possibility that it may be entered by JD.com and Pinduoduo1Step by step to widen the gap.

To be frank, as an ordinary consumer, Xiaolei is more concerned about the discounts that can be obtained3Big e-commerce platforms are comparing price reductions with each other, creating new opportunities for wool harvesting. This' billion dollar subsidy 'battleNo,In terms of how to fight, the ultimate benefit is still consumers' trust in e-commerce platforms. In fact, everyoneNo,What loyalty will there be? Naturally, choose the channel with the lowest price for the same product.

We certainly welcome JD.com and other e-commerce companies to join the billion yuan subsidy and other profit sharing activities,No,No matter how they are rolled in, compare goods3Making decisions after home is still the best choice for consumers in the e-commerce industry. Who controls the ups and downs? Until the dust settles,1Everything is unknown.

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