Malay tires settled in Jingdong: Thoughts behind the layout of e-commerce platform

Nowadays, more and more real economy and e-commerce are combined to consolidate and strengthen one's own capabilities through joint channels. The tire industry is no exception. Although unlike traditional consumer products, tire products are currently relatively low in Internet penetration due to their strong association with professional services such as after-sales installation. However, the explosive power of online consumption in China has made it impossible for leaders in the industry to ignore the tire industry. The tire industry also urgently needs to adapt to the needs of consumer upgrades to create a retail model of Internet + services.

According to statistics from the e-commerce research center, sales of tire e-commerce in 2016 showed a steady growth. According to the development trend since 2017, this trend is likely to continue. In addition, from the current market point of view, such as the German brand tires and other market tire brands have been moving in this area, which will undoubtedly further promote the development of this field.

Horse brand tyres formally settled in "JD East self-employed"

On March 23, 2017, JD.com signed a cooperation agreement with the world's leading tire manufacturer, German Horse Tire. According to the cooperation plan, the German horse brand will directly supply Jingdong to ensure adequate supply and quality of goods. At the same time, the two parties will establish special channels for the supply of special funds for Jingdong consumers and more new starting products.

Jingdong & German Horse Brand Signing Ceremony

Dalibor Kalina, General Manager of Continental China (China) Co., Ltd., said: “The importance of e-commerce in the automotive aftermarket has become increasingly prominent, which also drives us to innovate channels to enhance consumer experience and create for industry partners. More value: The reason why we cooperate with Jingdong is actually to better develop the respective advantages of both parties. As a high-end brand, we can provide a very broad product line, including a very strong offline service system, while Jingdong has With great traffic and excellent platform capabilities, we will increase the purchasing experience of Chinese consumers in various ways, including shortening product delivery cycles, expanding sales network coverage in China, and increasing consumer confidence in genuine supply. ".

Lao Ma brand tires are the world's leading tire manufacturers. Since its establishment in 1871, Tire has been renowned for its tireless combination of cutting-edge technology and high-end quality experience, leading the European market for original tires. Since entering the Chinese market in 2006, the Lukang Brand tires have quickly become popular with consumers thanks to their exquisite German craftsmanship and trustworthy superior quality. In September last year, the German brand Tire also officially launched two new sixth-generation products tailored specifically for consumers in the Asia-Pacific region - UltraContact UC6 and ComfortContact CC6, with features such as comprehensive balance, comfort and quietness, and outstanding safety performance. German horse brand tire cutting-edge technology. It is reported that in the same period of the press conference, the sixth generation of the new series and the Comfort Contact CC5 series of the German horse brand have been sold on the Jingdong platform.

German horse brand

Online and offline channels benefit at the same time

As we all know, the tire industry had previously adopted a multi-level hierarchical agent model. Brand dealers and consumers were separated by multiple agents, so they could not reach consumers quickly and obtain timely market feedback. The e-commerce platform has broken this model, and the supply chain level has been rapidly shortened. More accurate big-data marketing and technology-driven development have become the key to the brand's initiative in market competition.

Tang Yushen, general manager of Jingdong Mall's Home Life Division Automotive Products Department, said that the market must be able to open up communication channels between supply and demand for more efficient and healthy development. Brands need accurate users and channels that reach users. They also need fast market feedback after products are available. Consumers need more quality-assured products and more diverse services. Tire categories and even the entire automotive industry are facing an upgrade of the retail model of Internet+ services.

Of course, any auto parts company will also consider a question at the same time when developing e-commerce platform, how to balance the online and offline services. In this regard, the thinking of the German brand tires is: do nothing with them, and they are more willing to enter the e-commerce platform very deeply and establish a good system together with their partners to better serve the end consumers. Not only that, its offline channels will also benefit from this, because with the continuous improvement of the sales network, the demand for providing offline channels for high-end automotive services has also increased. Therefore, it can be said that online and offline are actually complementary but not competitive.

Dai Libo said: “Before we may have some inherent ideas, we will make clear the various channels, that is, dealers are distributors, retailers are retailers, e-commerce is e-commerce, and now, we are more and more It's important to realize that these channels are mutually compatible.”

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