Secret battle against the "6.18" brand owner "Uployal": JD.com breaks

　　Brands are partners and users to e-commerce platforms, but both parties will also turn against each other. This year's " 6.18 " is coming to an end. According to data released by JD.com on June 19, during the big promotion period, JD.com Mall's cumulative order amount reached 119.9 billion yuan. The eye-catching battle report is naturally gratifying, but there are also discordant voices. On June 18, while the mid-year feast was still in full swing, clothing brand Liebo started a debate between the two sides. The result of the debate was that Liebo flagship store withdrew from JD.com. Behind this is a long-lasting business secret war in the e-commerce industry .

　　JD.com's Split Bolt Break

　　As its own store celebration day, JD.com pushed the "6.18" mid-year Carnival to a climax as scheduled, but there were also some "quarrels". Of course, this may also be expected. On June 18, Tang Dafeng, who certified the name of Libo Company on Weibo, issued a statement saying that on June 2, JD.com locked all functions of Libo flagship store, including inventory, price, pages, etc., causing the store to be oversold. So Libo canceled the promotional discount and applied to close JD.com Libo flagship store.

　　Log in to JD.com and found that all the products of Liebo were displayed in stock; on June 19, I searched for the keyword "Liebo" in the search bar of JD.com and could no longer find the relevant stores and products. The news that Liebo flagship store withdrew from JD.com was confirmed, but JD.com gave a different explanation about Liebo's remarks.

　　On June 18, JD Women's Clothing issued a statement on its WeChat official account stating that in the "JD Clothing '6.18' full category cross-store discount" event organized by JD Women's Clothing Business Department, many merchants actively signed up and passed the qualification review. However, as the "6.18" promotion node approaches, due to well-known reasons, a few merchants, including Liebo, have requested to withdraw from the venue and withdraw from the event, and have greatly increased the price of the same product in their JD flagship store to far exceed the market price. JD Women's Clothing believes that since the related promotional activities have already launched preheating publicity, Libo's behavior violated the original promise of registering for the event. JD Women's Clothing Business Department requires the brand to compensate consumers for the price difference, but Libo does not accept this requirement. For this reason, JD Women's Clothing Department will close Libo's JD flagship store.

　　In addition to Liebo, LeTV also accused e-commerce platforms of killing chickens and getting eggs and promoting promotions. However, after LeTV did not accuse him, he specifically stated that he had a good cooperation with JD.com, implying that there was someone else.

　　The continuation of the business secret war

　　The dispute caused by this "6.18" promotion has led to the relationship between JD.com and Liebo to an incompatible state. Regarding whether Liebo and JD.com will sever their cooperative relationship in the future, the relevant person in charge of JD.com and Liebo said that there is no latest progress to be announced.

　　This scene reminds people of the scene where JD.com issued a statement to clear out the men's shoe brand Mulinsen before the " Double 11 " in 2015. At that time, JD.com stated in a statement that as "Double 11" approaches, some international and domestic clothing brand merchants were pressured by a certain platform, requiring brand merchants not to participate in promotional activities on other platforms, including JD.com, and activities that have been launched must also be removed. In the end, JD.com announced in a statement that it would never cooperate with Mulinsen.

　　The same scene has reappeared this year, but the battlefield has changed from "Double 11" to "6.18". On June 6, brands including Eveli, lily business fashion, Ordos and other brands stated on their official certified Weibo that due to the locking of JD backend during the "6.18" period, the inventory and pages of the product could not be operated, resulting in some products being oversold and not being shipped in time. On the afternoon of the same day, the direction of public opinion turned around. For merchants that have been locked in the backend by JD.com, according to the merchant screenshot, Tmall waiter asked merchants to: go to the announcement, post Weibo, and go to the venue, otherwise the merchants will be punished and the traffic will be stopped.

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