京东大商超B2B业务“低调”增长
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">源自</span>：第三只眼看零售 作者：张思遥</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">京东正在低调布局大商超B2B业务。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">《第三只眼看零售》<span style="color: black;">认识</span>到，京东大商超B2B业务已在内部孵化两年，今年是业务跑出雏形，筹备进入增<span style="color: black;">长时间</span>的关键年。<span style="color: black;">思虑</span>到该业务对接的大型连锁商超客户，是京东零售此前未能覆盖的线下板块，因而发力大商超B2B业务，<span style="color: black;">亦</span>是京东零售完善全<span style="color: black;">途径</span>布局的必要<span style="color: black;">过程</span>。业务难度及重要性均不算小。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">该业务<span style="color: black;">规律</span>仍然是“卖货”。它依托于京东采销体系和物流供应链能力，发挥重组商品结构、<span style="color: black;">提高</span>流通效率等效能，从商品供应中赚取采供差价。但<span style="color: black;">关联</span>负责人向《第三只眼看零售》强调<span style="color: black;">叫作</span>，京东大商超B2B的核心竞争力不仅是价格，更看重稳定性。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">这<span style="color: black;">亦</span>是京东大商超B2B业务团队基于当前流通产业链变革、折扣化趋势等市场变化作出的判断。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">第1</span>个判断是，经销商等<span style="color: black;">途径</span>价值不可否认，但与京东大商超B2B存在差异。前者<span style="color: black;">重点</span>能<span style="color: black;">供给</span>现金流、流通铺货等支持；京东竞争力则在于供应链稳定性和数据分析、反向订制等能力。<span style="color: black;">因此呢</span>二者不属于互相替代关系，反而有可能互相融合借力。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">“可能有人认为，大型KA卖场经营<span style="color: black;">数年</span>，积累了丰富的消费者一手数据。但问题在于，KA卖场此前很长一段时间，是以供应商为导向。<span style="color: black;">亦</span><span style="color: black;">便是</span>说，供应商<span style="color: black;">经过</span>支付进场费、条码费等方式<span style="color: black;">霸占</span>零售商货架。这<span style="color: black;">寓意</span>着，零售商拿到的数据受各大供应商<span style="color: black;">途径</span>建设能力影响，而不是<span style="color: black;">精细</span>的消费者导向数据。”京东大商超B2B业务负责人解释<span style="color: black;">叫作</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第二个判断是，折扣化变革的本质是消费者需要<span style="color: black;">更加多</span>质优价廉的商品。单纯的破价让利存在市场容量小、供应链不稳定等问题。<span style="color: black;">因此呢</span>京东大商超B2B平台是<span style="color: black;">经过</span>京东供应链体系，为零售商<span style="color: black;">供给</span>稳定、可<span style="color: black;">连续</span>的差异化货源支持。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">“<span style="color: black;">咱们</span>是在<span style="color: black;">全部</span>流通产业链里面，<span style="color: black;">经过</span><span style="color: black;">调节</span><span style="color: black;">咱们</span>的<span style="color: black;">途径</span>价值，<span style="color: black;">提高</span>效率体验，来吸引零售商接入。”<span style="color: black;">以上</span>负责人<span style="color: black;">暗示</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">日前</span>来看，京东大商超B2B平台的货品资源池<span style="color: black;">重点</span>由三部分<span style="color: black;">形成</span>。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其一是对接宝洁、联合利华等大型消费品品牌。<span style="color: black;">针对</span>新疆、西藏等边远地区零售商<span style="color: black;">来讲</span>，京东<span style="color: black;">供给</span>的此类商品，要比当地代理商性价比更高，且新品铺货更快。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其二是PB商品资源。这<span style="color: black;">重点</span><span style="color: black;">是由于</span>京东对接挖掘的产业带商品资源支持。京东大商超B2B平台一方面<span style="color: black;">能够</span><span style="color: black;">帮忙</span>零售企业和厂商依据消费者数据订制生产差异化商品，<span style="color: black;">亦</span><span style="color: black;">能够</span>直接为零售企业<span style="color: black;">供给</span>自有品牌商品<span style="color: black;">研发</span>所需的各类原材料。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">例如</span>说市面上食用油多以5L规格为主，但京东大商超反向定制了一款6.18L的食用油。毛利操作空间更大，单位包装成本更低，使得采购这款食用油的零售企业单品毛利优化了3-5点。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其三是折扣商品资源。<span style="color: black;">因为</span>京东商城的售后条款为消费者<span style="color: black;">供给</span>无理由退换货等服务，<span style="color: black;">因此呢</span><span style="color: black;">长时间</span><span style="color: black;">有没有</span><span style="color: black;">显著</span>瑕疵但<span style="color: black;">不可</span>再次正价出售的商品资源。这些货品相比较市面上流通的尾货商品品质更好，且稳定性更强。因而能够反哺京东大商超B2B平台的折扣化商品供应。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">“与<span style="color: black;">咱们</span>合作的某线下连锁零售企业，年度采购额<span style="color: black;">已然</span>从4000万元增长至突破1亿元。”<span style="color: black;">关联</span>负责人告诉《第三只眼看零售》。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">以此为<span style="color: black;">基本</span>，京东大商超B2B平台划分出了四个业务模块。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其一是商品TO B供应，<span style="color: black;">日前</span>京东能<span style="color: black;">供给</span>15万SKU的高动销商品和35万SKU的库存商品池。<span style="color: black;">重点</span>卖点在于优化传统零售商商品结构，结合京东集采<span style="color: black;">优良</span><span style="color: black;">提高</span>供应链效率；</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其二是一件代发业务。这<span style="color: black;">重点</span>针对网红品牌或新商品，卖点是突破传统零售商货架有限、试错成本高等痛点，由京东自营仓配体系承接配送，从而<span style="color: black;">弥补</span>零售企业商品丰富度，低成本引进新品牌；</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其三是团购业务。该业务<span style="color: black;">目的</span>客群以区域零售企业为主，<span style="color: black;">更加多</span>偏向大单品采购、企事业单位团单承接等。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其四是B2B业务模式体系搭建，<span style="color: black;">日前</span>还在探索尝试。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">“今年一件代发业务营收占比最高，但To B供应业务增长最快。这两块<span style="color: black;">亦</span>是京东大商超B2B平台重点推动的组合型<span style="color: black;">处理</span><span style="color: black;">方法</span>。”<span style="color: black;">关联</span>负责人告诉《第三只眼看零售》。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">由此<span style="color: black;">亦</span>能看出，与京东新通路等面向小B商家的B2B平台<span style="color: black;">区别</span>，京东大商超B2B业务瞄准的对象是大型连锁零售企业。例如连锁超市百强和连锁便利店百强，是京东方面拓展的首批客户。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">要<span style="color: black;">晓得</span>，全国性连锁商超大多已有相对完善的物流供应链体系和供应商资源，京东要从中切入，并<span style="color: black;">不易</span>。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">关联</span>负责人向《第三只眼看零售》坦言，“接入后一段时间肯定需要磨合，<span style="color: black;">重点</span>看<span style="color: black;">咱们</span>能<span style="color: black;">不可</span><span style="color: black;">帮忙</span>零售商<span style="color: black;">处理</span>问题，<span style="color: black;">才可</span>决定<span style="color: black;">她们</span><span style="color: black;">是不是</span>愿意支付这些时间、精力、资金成本。”</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">就拿系统对接<span style="color: black;">来讲</span>，不少零售企业习惯<span style="color: black;">经过</span>ERP系统订货，但京东大商超B2B平台需要零售商登录京东B商城订货。这不仅<span style="color: black;">触及</span>系统对接、采购培训等实操问题，<span style="color: black;">实质</span>上还关系到零售商的“阳光供应链”建设问题。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">“原来的采购可能直接给供应商打<span style="color: black;">tel</span>就能订货，什么价格、什么批次都不透明。但<span style="color: black;">经过</span>京东订货，<span style="color: black;">能够</span>说完全可视化，<span style="color: black;">亦</span>不牵扯采供过程中的人情<span style="color: black;">守护</span>。这<span style="color: black;">针对</span>大型连锁商超<span style="color: black;">来讲</span>，<span style="color: black;">能够</span>视为符合阳光供应链工程<span style="color: black;">需求</span>的配套<span style="color: black;">措施</span>。”一位零售商负责人<span style="color: black;">评估</span><span style="color: black;">叫作</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">在合作过程中，京东大商超B2B平台<span style="color: black;">重点</span>扮演两种角色。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">一是相当于零售企业接入的供应商，引导其从京东B商城中采购货品；二是<span style="color: black;">针对</span><span style="color: black;">有些</span>大型连锁企业<span style="color: black;">来讲</span>，京东大商超B2B平台<span style="color: black;">亦</span>能为其<span style="color: black;">供给</span>基于市场分析的“外脑”支持。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">就拿新品类、新品牌<span style="color: black;">来讲</span>，实体零售商在对接此类品牌时<span style="color: black;">重点</span>有三个担心。<span style="color: black;">首要</span>是担心试错成本高，引进来卖不动；其次是担心供应链能力跟不上，货源稳定性<span style="color: black;">没法</span><span style="color: black;">保证</span>；最后是担心<span style="color: black;">制品</span>生命周期短，容易被市场淘汰，换新频率<span style="color: black;">需求</span>高。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">京东大商超B2B平台即<span style="color: black;">经过</span>一件代发业务<span style="color: black;">处理</span><span style="color: black;">以上</span>问题。其团队将<span style="color: black;">经过</span>京东大数据筛选出的适配<span style="color: black;">目的</span>区域的新消费品牌商品引入京东大仓，<span style="color: black;">经过</span>京东供应链配送。零售商只需要在线下上架，<span style="color: black;">就可</span>测试消费者认可度。后期换品、下架成本<span style="color: black;">亦</span>相对更低。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">“新品牌‘破门’是最难的，只要<span style="color: black;">第1</span>批数据跑出来，零售商就确认<span style="color: black;">是不是</span><span style="color: black;">能够</span>引进门店<span style="color: black;">营销</span>，对品牌方、零售商<span style="color: black;">来讲</span>都更具性价比。”京东大商超B2B平台负责人<span style="color: black;">暗示</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">以上</span>负责人认为，<span style="color: black;">调节</span>品类结构，做好品类管理，是零售商从商品端<span style="color: black;">加强</span>综合毛利率的重要方式。<span style="color: black;">倘若</span>还是以传统品类结构为主，就只能<span style="color: black;">经过</span>压缩成本等方式<span style="color: black;">提高</span>毛利，综合来看难度更大。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">接下来，在超市百强和便利店百强客户外，京东大商超B2B还计划拓展中小型区域零售企业。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">“<span style="color: black;">咱们</span>会在全国区域铺开业务，针对区域类型做差异化<span style="color: black;">处理</span><span style="color: black;">方法</span>。<span style="color: black;">例如</span>说在仓储物流供应链支持上，品牌商<span style="color: black;">途径</span>供货网络、京东B端供应链网络、C端供应链网络以及第三方物流网络都<span style="color: black;">能够</span>组合应用，<span style="color: black;">非常</span>灵活。这就有助于边远区域中小企业<span style="color: black;">加强</span>流通效率、降低物流成本。”<span style="color: black;">以上</span>负责人<span style="color: black;">暗示</span>。</span></span></p>
系统提示我验证码错误1500次 ＼~゛， 顶楼主，说得太好了！
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