Shulou(Shulou.com)06/03 Report--

Yesterday, Meilan 2 made an exclusive debut in Tmall, and almost a week ago, Note3 worked with Taobao crowdfunding to make a blind debut. In addition, previous models such as Glory 4C, Divine F2 Netcom, Meizu Note2 and Meizu MX5 were also debuted in Tmall. In fact, JD.com should pay attention to this situation, and the change in the attitude of some manufacturers reflects a "hidden danger" problem.

The price war of mobile phone manufacturers has led to more and more fierce competition in the thousand-yuan mobile phone market, and the price has become a major prerequisite for sales. From the point of view of the current high-equipped and low-cost thousand-yuan models from various manufacturers, there are no sales problems on any platform, but why do manufacturers such as Glory, God, Meizu and other manufacturers choose to focus on the Tmall platform instead of betting on JD.com, which has accumulated over the years on 3C?

Of course, it goes without saying that after Ali takes a stake, it is bound to put a flagship machine with market competitiveness on the sales of its own brother platform to show its support, but why Honor and God also have this tendency is worth paying attention to. Do not be confused by Meizu's background of Ali investment, including Meizu, God, Glory and other brands, there may be deep reasons for choosing Tmall for initial cooperation.

Today, when mobile phones are sold at cost, the low-end market simply cannot rely on the hardware itself to make a profit, so the major manufacturers are thinking of other ways to get corresponding benefits. Relying on scale effect to improve the company's valuation is only one side, and making money from software, content and accessories is the other. In fact, tapping the value of user big data is the long-term market value that manufacturers focus on, especially the low-end market with larger sales volume.

Tmall's attraction to manufacturers mainly has two points: first, Tmall can provide a larger student market, rural market, fourth-tier cities and other terminal markets that can best release low-end phone sales. Although JD.com has also accelerated the layout and made good progress in the student market, rural market and fourth-tier cities, from the overall user base, Tmall is still bigger. In fact, the first point is that there is little difference between Tmall and JD.com, and the most important point is the second point. Tmall is more capable of data mining and analysis, and manufacturers mainly take a fancy to the cooperation with Ali in data. To put it bluntly, it is to trade the first right to sell hot-selling new machines for the support of Tmall and big data.

In other words, in the low-end market, Tmall IPO can not only achieve the expected sales, but also in exchange for Tmall's data support, which is of course a suitable mutually beneficial cooperation for manufacturers. In fact, Tmall also feels good about himself. Yin Jing, general manager of Tmall Electric City, believes that Tmall is not only a sales channel, but also can target potential users through user data analysis. tailor-made brand marketing programs for different mobile phone brands to create a brand image, accurately link consumers.

The cooperation with Meizu Meilan 1 also confirms the inference that the fourth-tier market is the main market for low-end phones. Tmall gave the feedback that Meilan 1 accounted for 45.08% of Meilan 1 in fourth-tier cities before doing data analysis for Meilan 2. on this basis, it predicts the user profile for Meilan 2. Meilan 2 users are more likely to focus on male college students between the ages of 18 and 24, who like pets and prefer to buy men's shoes and audio-visual appliances. According to the characteristics of users, Tmall customized × × games, live video streaming and other user interaction methods for Meilan 2, and delineated specific groups for classified allocation of resources, while using entrances such as gold coin panning, customer burning, and trial to drain the brand.

The data cooperation between Tmall and Meizu is only a tentative beginning. There will be more such cooperation in the future, and the product types will gradually move from the low-end market to the middle and high-end market. The cooperation with Meizu is only an industry example taken out by Alibaba, because in addition to Meizu, Ali cooperates with many small-brand manufacturers in YunOS business. Tmall's sales ability is one of the attractions that manufacturers are willing to invest in Ali YunOS, and Ali's big data ability is what those small factories lack most.

For JD.com, it is worth paying attention to this situation. Although yesterday, JD.com got the presale cooperation of ZTE Weiwu 3 Youth Edition, which can prove that it still has strong market competitiveness, but under the fierce price war in the mobile phone industry, great changes have taken place in the rules of the game. JD.com wants to ensure his competitiveness in the 3C market for a long time. They have to make more efforts on their own data mining processing ability. Ali's performance in the development of big data is very positive, and yesterday it was announced that 6 billion yuan will be injected into Ali Yun for the construction of the DT ecosystem. JD.com should be nervous and take action about this.

Zhang Yong specially went to the United States at the beginning of taking office as Ali CEO to emphasize that "Ali is essentially a data enterprise", while most of Ali's series of investment layouts are based on the ability to obtain data, and are willing to pay to support a number of big-name companies that do not make money, such as Weibo, Gaode, Youtu, and so on, because their data is very rich, which is in line with Ali's ecological strategic goals of DT. JD.com certainly has the data ability, but still needs to find ways to improve it constantly. Now the tendency of some mobile phone manufacturers to switch to Tmall should attract JD.com 's enough attention. The continuation of this trend is obviously very disadvantageous to JD.com and needs to be stopped. Entering the DT era, the rules of the commercial game will also change accordingly. Before this, JD.com must strengthen his data ability in all aspects, otherwise there may be anything in the future.

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