Tmall, JD.com is in full swing and brand mobile phone manufacturers are forced to choose one of two?

　　The news of the "shoulder" e-commerce platform of Internet mobile phone brands is becoming increasingly fierce. Less than a week after the opening of the Mid-18 mid-2018 promotion, a Weibo big V broke the news yesterday that "all the mobile phones in the official flagship store of Hammer Tmall were removed from the shelves." Subsequently, Nandu logged into the official flagship store of Hammer Technology in Tmall and found that except for only one M1 phone left, the other display products on sale are mobile phone cases, headphones, tempered film and other accessories. But at the same time, the Hammer mobile phones in the JD flagship store of Hammer Technology are still selling well.

　　The industry speculated that Tmall was removed from the shelves because of its excessive cooperation with JD.com? But Tmall Mobile Phone Business Department responded to Nandu reporters, "There is no such thing as taking it off the shelves because the Hammer phones were sold out." Later, the official Weibo of Hammer Technology responded to the rumors that Tmall was removed from the shelves, saying, "Hammer Technology's Tmall flagship store sales are very popular, SmartisanM1 is out of stock for a short time, and has been restocked." However, a reporter from Nandu compared the cumulative rankings of Tmall and JD platforms from June 1 to 5 and found that Hammer mobile phones ranked tenth in the Tmall cumulative sales rankings, and ranked seventh in JD's sales rankings. On June 1, Hammer mobile phones even ranked fourth in JD's sales on June 1.

　　Internet brand leader JD.com?

　　It is worth noting that the only hot-selling Smartisan M1 released last year is the Smartisan M1, which was released last year, has not been seen this year's new product Nut Pro, which is another reason why the Tmall flagship store of Hammer Technology has become an "empty store". "Hammer's new product is exclusive to JD.com. Tmall is out of stock. When the next new product is released, it will be connected on all platforms," ​​Tmall Mobile Phone Business Department responded to Nandu reporters.

　　Previously, Hu Shengli, vice president of JD Group and president of 3C business unit, and Luo Yonghao, CEO of Hammer Technology, jointly signed a three-year strategic cooperation agreement, and the in-depth cooperation between the two parties was finalized. The two parties agreed that the new products that will be released by Smartisan Technology will be exclusively launched on JD.com; during the agreement period, 618 and Double Eleven, Hammer will launch an exclusive customized version of JD.com; in addition, JD.com will carry out comprehensive cooperation with Smartisan Technology in various fields of hardware and content ecosystems.

　　From JD.com’s first launch to JD.com’s exclusive sales, in the industry, the tendency of Internet mobile phone brands to “take a team” between e-commerce channels is becoming increasingly obvious.

　　A reporter from Nandu asked after the press conference of Smartisan Technology how Luo Yonghao, CEO of Smartisan Technology, handled the relationship between platforms such as JD.com, Tmall and Suning. "The more mobile phone shipments, the better, but when there is no way to take into account all channels, in-depth cooperation with JD.com is the best choice," Luo Yonghao also told reporters from Nandu. It is revealed that JD Finance has solved the capital chain crisis for Smartisan Technology.

　　In addition to Hammer Technology, Nandu reporters found that 360 N5, Honor Play 6A, Gionee M6S Plus, Coolpad Cool Play 6 and Honor V94GB+64G B version released in March this year were all first released on JD.com. OnePlus 3T, Nokia6 smartphones, Sharp mobile phones and the only VERTU Signature limited edition mobile phones sold in the world are all exclusively sold on JD.com.

　　"JD.com hopes to achieve sustained growth, but cannot obtain sales growth from offline giants such as Huawei, OPPO, and vivo, and can only cooperate strategically with small brands; on the other hand, for small brands, JD.com can provide them with resources and even financial support to reduce survival pressure, which is a mutually beneficial cooperation between the two parties." Li Rui, general manager of Sano Mobile Marketing, believes that in the long run, small brands will develop better through multiple channels.

　　Tmall, JD.com's war and mobile phone manufacturers

　　Behind the brand "takes a team" is the fierce battle between e-commerce platforms. Tmall Vice President Pan Zhiyong recently posted on Weibo that business should have the most basic values ​​as a person. A mobile phone company's behavior of aiding evil is not understood, and it also attached @ nubia smartphone. Then I deleted this Weibo post. Industry speculation may be that the reason is that the Nubia Z17 mobile phone released last week was first released on the JD platform, and Hu Shengli, vice president of JD Group and general manager of 3C business department, was invited to stand on the platform.

　　"The mobile phone market is becoming more and more concentrated. Mobile phone brands with large shipments and strong voice are all developing as many channels as possible, but small brands can only be forced to be tied to a single platform," Pan Zhiyong pointed out to Nandu reporters, "Brands that are tied to a single channel are difficult to survive for a long time."

　　"Online sales are close to stagnation, and while mobile phone brands start the knockout round, competition among platform manufacturers is also intensifying," said Li Rui. "In the future, small e-commerce platforms will be marginalized." This may be the reason why e-commerce platforms such as JD.com and Tmall have frequent wars of words and price wars.

　　JD.com has listed the 6.18 real-time sales rankings to promote its mobile phone brands with exclusive resources. Tmall announced that during the Tmall 6.18 Ideal Life Carnival, consumers who purchase home appliances and mobile phones can use coupons of different levels such as 80 yuan to 600 yuan discount. Pan Zhiyong also publicly stated that from June 1 to June 20, the promotional intensity of Tmall mobile phones is guaranteed to be the best price among all e-commerce platforms. "If you find that the iPhone prices on other platforms are lower than those on Tmall, please inform us." (Source of this article: Southern Metropolis Daily)

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