刘强东要再造一个京东

华尔街见闻09-11

作者 | 刘宝丹编辑 | 周智宇在经历了10年的发展后，京东超市在京东集团内部的重要性提到了前所未有的高度。近日，在京东超市十周年庆典上，京东集团宣布，将投入一百亿，支持京东超市的百亿农补项目以及新品引爆。此外，京东还将在运营、营销等方面扶持品牌快速成长。百亿投入背后，京东超市正在迎来全新的发展机会。会上，京东集团CEO许冉表示，京东超市是京东集团决胜下个十年的重要战场之一。许冉非常看好...

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周智宇\n在经历了10年的发展后，京东超市在京东集团内部的重要性提到了前所未有的高度。\n近日，在京东超市十周年庆典上，京东集团宣布，将投入一百亿，支持京东超市的百亿农补项目以及新品引爆。此外，京东还将在运营、营销等方面扶持品牌快速成长。\n百亿投入背后，京东超市正在迎来全新的发展机会。会上，京东集团CEO许冉表示，京东超市是京东集团决胜下个十年的重要战场之一。\n许冉非常看好...</p>\n\n<a href=\"https://wallstreetcn.com/articles/3727730\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0052750758.USD","symbol_name":"富兰克林中国基金A 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周智宇\n在经历了10年的发展后，京东超市在京东集团内部的重要性提到了前所未有的高度。\n近日，在京东超市十周年庆典上，京东集团宣布，将投入一百亿，支持京东超市的百亿农补项目以及新品引爆。此外，京东还将在运营、营销等方面扶持品牌快速成长。\n百亿投入背后，京东超市正在迎来全新的发展机会。会上，京东集团CEO许冉表示，京东超市是京东集团决胜下个十年的重要战场之一。\n许冉非常看好商超业务的发展潜力。在她看来，这是一个非常大的赛道，而且市场空间足够大。“之前我见投资人和股东的时候，经常会被问到京东未来几年最重要的业务增长驱动力是什么，每一次我都会毫不犹豫地回答，是京东超市。”\n“我个人坚定地相信，假以时日，京东超市一定可以再造一个京东。”许冉在会上如是强调。\n当前电商市场激战正酣，作为传统电商巨头的京东要想在这场市场洗牌中赢得更多市场份额，京东超市无疑是最重要的抓手之一。\n2013年，服务于京东零售品类扩张需求的京东超市应运而生，成立10年以来，京东超市依托于京东近6亿用户，累计发出超百亿笔订单。近年来，随着消费环境疲软，商超品类由于具备较强的刚需性而表现出不错增长潜力。\n根据京东数据，今年上半年，京东超市持续高速增长，新用户增长20%，订单量增长超30%，收入实现高双位数增长。截至2023年底，京东超市已出现50多个年销售额超10亿元的超级品牌，以及100多个5亿元品牌和500多个过亿元品牌。\n在二季度业绩会上，京东表示，下半年将继续致力于加速收入增长，力求全年超过中国零售销售的增速。京东将延续低价策略，基于其强大的供应链能力，为用户提供更性价比更高的产品和服务。\n这也是京东擅长的打法，而超市业务将成为京东战略落地的重点。\n首先从投入力度上，京东超市被明确为集团战略重点，并将获得百亿金额的投入。京东集团高级副总裁、京东零售大商超事业群总裁姚彦中在会上透露，京东超市的采销人员也将翻倍。\n其次，从策略上，姚彦中认为，面对激烈的市场竞争，品牌需要从抓风口转向练内功，修炼重构供应链、重建产品力、重塑质价比三大核心能力，京东超市也将聚焦这三大能力。\n对于重构供应链，姚彦中表示，京东超市将运用数字化能力减少品牌仓和京东仓的重复搬运次数，同时还要将京东物流的仓库直接建在生鲜产地源头，让生鲜从产地直发全国。\n提升产品力方面，京东超市会运用行业领先的商品规划方法论和洞察工具，助力品牌快速挖掘消费者的痛点和需求，识别出增速快、潜力大的细分商品赛道，打造一大批创新性爆品。\n质价比则代表着有质量保证的低价。为此，京东超市在全国45个亚洲一号仓库建立了安全监测实验室，通过安全检测、正品鉴定、实地体验三道防线，构筑质价比的根基。\n实际上，百亿农补和新品引爆就是京东超市新策略的一次最重要落地实践。\n以百亿农补为例，京东三年内将投入百亿资源，核心就是通过补贴推动农产品直销模式，这种模式可以兼顾质量、价格和服务。\n比如，京东超市与广西龙州县和三只松鼠合作定制夏威夷果新品，采摘优质的“桂热1号”鲜果，经过加工后将直供京东超市，售价可以降低到19.9元一斤。据了解，为了确保品质，京东超市设立了覆盖售前、售中、售后的全链路管控机制，还通过抽检等方式把关品质。\n不过，商超业务已经成为电商平台的必争之地，京东超市要想真正打出自己的优势还面临诸多挑战。\n2023年初，抖音超市正式上线，并逐步提高供应链建设能力，还通过与线下超市合作的方式积极布局线下；老对手天猫超市也在发力，公司去年在杭州推出了半日达服务；去年底，美团买菜正式改名为小象超市，开始向全品类扩展。\n从品类覆盖到配送时效，从线上线下联动到走进源头工厂和农产品基地，电商平台之间的商超业务竞争愈演愈烈，正在进入新一轮角逐。\n作为京东在电商市场决胜的关键棋子，京东超市接下来必须全力以赴了。风险提示及免责条款\n\n 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