JD.com’s strategy of sinking channels is the only way for national chain stores and one of its strategic layouts to expand traffic entrances.

1. The inevitable introduction of external traffic

For now, the annual total traffic growth of JD.com and Tmall has slowed down, and the pattern of each platform has begun to take shape, and JD.com’s senior management has no idea about Introduction and competition for external traffic.

Channel sinking is only one of the ways to seize foreign currency channels. Tmall within JD.com has internal brand co-branding plans (such as the Eastern Alliance Plan), which is a strategy in which brand manufacturers add outdoor and TV advertisements with JD.com’s LOGO in exchange for paid traffic within JD.com. In essence, it is one of JD.com’s efforts to capture outdoor traffic.

2. The capacity of the township market is still huge, and JD.com wants to get a share of the pie

In 2011-13, the country’s “Home Appliances to the Rural Areas” policy will allow manufacturers, township bosses, and customers to All have benefits. Many manufacturers or township bosses who should have been eliminated by the market have survived and developed due to national policies, and at the same time they have opened up the township market. In this context, Gome Suning has naturally tried to enter the rural market.

3. The state’s support for rural e-commerce and changes in the rural Internet environment

4. JD.com’s so-called channel sinking

The goal of the channel is Cover more customer groups. E-commerce seems to be a channel that can cover every corner of the world, but in fact, the constraints imposed by logistics and consumption habits are huge. Both JD.com and Alibaba understand this truth. JD.com has made great efforts to establish a logistics system, while Alibaba also does rookie logistics.

However, no matter how the logistics is covered, the cost is still too high for towns and villages, so JD.com came up with the idea of ??letting township merchants take on the logistics. This idea led to the creation of the "JD.com Gang" Establish. But judging from the actual situation, JD.com only solves the township logistics link and cannot do anything to shape consumption habits. When we realized that the consumption habits of villages and towns were also very important, JD.com stores came into being.