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京东:1年内助500个快消品牌销售额过亿

2017-09-02 08:21:28   央广网

央广网9月2日消息 2017年初,京东超市提出千亿计划,并宣布成立“双百亿俱乐部”,到今年年底帮助至少10个品牌销售额过10亿,至少100个品牌销售额过1亿。

昨天,京东集团副总裁、京东商城消费品事业部总裁冯轶在中国快速消费品行业年度峰会上宣布,京东超市年初公布的“双百亿俱乐部”计划有望提前完成。

在京东超市年初设立的“双百亿俱乐部”计划中,宝洁、花王、三只松鼠、惠氏、达能、五粮液、百草味等多个品牌目前的销售额已突破10亿,有超过100个品牌销售额过1亿,这意味着年初制定的计划将提前完成。

此外,京东超市宣布“双百亿俱乐部”将全面升级,未来1年,京东超市的目标是助力500个快消品牌实现销售额过亿。

经过多年的快速发展,几乎所有的快消品类都出现了供过于求的现象,产品由稀缺竞争变为饱和竞争,市场由普遍增长到挤压式增长,大量企业销量出现下滑现象,线上线下都在探索快消品零售的未来。

面对用户需求、消费场景和商品产出变得极其分散,传统零售将面临大挑战,如何才能把这些散乱的点有序地串联起来?唯有更新的技术可以实现。

冯轶表示,现在的无人超市并不能代表未来超市,未来超市应该是无界的和精准的。京东超市将从五个方面赋能品牌商,服务消费者:

第一,以大数据、人工智能为基础,打造无处不在的购物场景。当下,仅依靠线上渠道显然难以满足品牌商和消费者的需求,为此京东超市打造了丰富的购物场景。如京东和沃尔玛战略合作以来,逐步打通双方的用户、门店与库存。库存互通方面,消费者在京东下单,由沃尔玛试点门店打包出库的商品在配送时间上,相比之前从京东仓库出货配送平均节省3个小时,极大提高了配送效率。京东还在全国21个省份运营或筹备了上百家母婴体验店。

第二,为品牌提供以技术为驱动的供应链解决方案。目前,京东的智慧供应链已形成覆盖“商品、价格、计划、库存、协同”五大领域的智慧供应链解决方案,比如,雀巢和京东启动“联合预测与补货”项目后,雀巢的“订单满足率”从60%提高到87%,平台“产品有货率”从73%提高到95%。

第三,加大物流投入布局。京东物流的京准达服务已覆盖246个城市,可实现2小时内的精准预约送达服务,部分城市甚至可以精准到30分钟。同时,京东物流还推出了211限时达、京尊达、夜间配、长约达等个性化服务产品。

第四,深度参与商品前端环节,强化商品运营。京东超市将通过“新品加速计划”、“商品包销/反向定制”、“跨品类合作”、“品质溯源”,深度参与商品运营。

第五,以用户体验为核心,深度运营用户。针对新用户,京东超市将强化站内精准投放和异业合作,加大站外跨品类营销和自动拉新的力度。对于老用户,京东超市将通过智能化推荐和跨品类活动提升复购转化,PLUS会员将享受到更多的专属产品定制和专享活动。京东超市还最新启动了“超市百城行”活动,面向三四线城市用户让利促销。

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