Cooperate with JD logistics, can the last piece of puzzle selected by the East?

As more and more people enter the live broadcast, market competition in the live broadcast ecosystem is more intense, how to cling to consumers more closely becoming a problem. Therefore, the logistics system has also become the most critical competition point for the live broadcast platform. Recently, Dongfang selection has announced that it has reached cooperation with Jingdong logistics. Can the two parties win -win?

In the context of the "home economy", everything can be broadcast live. As a digital economic model combined with online and entities, under the catalysis of the epidemic, the live broadcast has ushered in a broader market development prospect.

With more and more people entering the game, online traffic bonuses have touched ceiling, and market competition in the live ecosystem is more intense. How to closer consumers with consumers has become a problem. Therefore, the logistics system has also become the most critical competition point for the live broadcast platform.

Recently, Oriental Selection announced its cooperation with JD Logistics, with the help of the supply chain solution of JD logistics dealer logistics and the high -efficiency logistics distribution network covering the country to provide consumers with a better service experience. And this cooperation is not only a win -win choice, but also a new model bound for the platform binding the logistics system and the supply chain.

01 live broadcast with fire express industry, oriental selection must be self -employed

According to the "2022 (Part 1) China Live E -commerce Market Data Report" released by the E -Commerce Research Center of the Internet of China Electronic Commerce, it is expected that the scale of the Chinese live broadcast e -commerce market will reach 3487.9 billion yuan in 2022, a year -on -year increase of 47.69%. China Merchants Securities calculated that the scale of the live e-commerce market in 2025 was 3.04 trillion (payment caliber), and a single short video platform e-commerce GMV scale was 1.23 trillion.

At the same time, the development of the express delivery industry has also been continuously penetrated with the fiery heat of live e -commerce. The rapid development of the e -commerce live broadcast market has also ushered in a new peak of development. Logistics players such as rabbits and other logistics have also increased their layouts.

The outbreak of live e -commerce has made more and more merchants and platforms start layout. As the development of live e -commerce is in full swing, the market competition is becoming increasingly fierce. With the prominent Matthew effect of the head anchor, the anchor in the platform is made. The development of development is increasingly unbalanced, and the balance between the "mutual attachment and complement of each other" between the big anchors and the platform has gradually been broken.

The anchor or brand is self -employed by the platform, and the self -containing supply chain system of cooperation with logistics companies has become a new opportunity for the e -commerce live broadcast market.

Whether it is a merchant or a brand, it will not choose to put the chips on a platform for live broadcasts. Looking at the major brands of merchants, basically they will focus on multiple e -commerce and short video platforms at the same time. One can increase the drainage sales to better customer acquisition, and it can also reduce the dependence on a single platform to limit subsequent development.

Similarly, the selection of Oriental also knows this principle deeply. East selection that relying on the Douyin platform has also planned to be self -employed. Recently, Oriental selection has launched an independent APP and has been launched in major app stores. At present, the download of the app in Huawei Application Mall has reached 130,000 times. This is regarded as a signal that Eastern selection should get rid of the dependence on Douyin and seek independent development.

The cooperation with JD Logistics and SF Holdings also confirms the vision and ambitions of Oriental selection to be independent.

On August 31, Oriental selection announced that it reached a close cooperative relationship with SF Holdings and Jingdong Logistics. It plans to establish 20 self -operated product warehouses to provide self -operated products with logistics services for the country.

The matrix account fans have a total of more than 30 million oriental selection. They have steadily sitting in the throne of Douyin's "one brother", and the launch of an independent app to establish its own ecosystem is naturally indispensable for the establishment of the logistics system.

02 Burning fire to the live broadcast room, the platform in -depth supply chain

In the Internet era, "live e -commerce" and "logistics" are irritable, and the rise of live e -commerce has brought huge markets to the logistics end.

As the courier industry has gradually entered the stage of capital blessing, more e -commerce platforms have also begun to choose a more suitable logistics system to build a supply chain. The close binding of the platform and the logistics chain has become the live broadcast e -commerce industry industry. Overall trend.

Ali builds its own logistics system through integration, investment, and acquisition of external logistics companies, and JD.com also spends money from building logistics through their own money. Although these two have taken two different paths, they are in the final analysis. To deeply bind your own supply chain.

For live broadcast e -commerce, the entire industry's traffic is no longer king, but the supply chain is strong, and the platform is strong, and platforms such as Kuaishou and Douyin are also continuously layout for the supply chain.

On May 27, 2020, Kuaishou and Jingdong launched strategic cooperation to cooperate in the aspects of the supply chain capacity building, brand marketing and data capabilities of fast -moving shops; Growth Plan, recruiting 100 high -quality head brands in industries such as fast -moving consumer, luxury goods, automobiles, 3C home appliances, and local industries took the lead.

Nowadays, Oriental selection also chooses to build its own closed -loop e -commerce logistics system, which is also a choice that complies with the development trend.

Oriental selection of the original supply chain model adopts the origin of the origin. The room temperature warehouses are set up in the three districts of North China, Central China, and South China. The inventory is independent. It is difficult to meet the flexible needs of the live -broadcasting e -commerce business.

After cooperating with JD Logistics, JD Logistics can provide flexible and flexible supply chain solutions for Oriental selection, and the single -warehouse and multi -warehouse models are flexibly transformed. In a simple understanding, JD.com can quickly respond to the demand for logistics selected by the East to quickly respond to the decentralized warehouses and relatively complete long -distance long distances, the same city real -time logistics and distribution system. At the same time, JD Logistics, as an important part of JD.com, also has richer data analysis capabilities and user portrait capabilities compared to Oriental selection. It can also help the Eastern selection of the establishment of the self -operated system.

Of course, from the perspective of JD Logistics, cooperation with Dongfang selection is also a action that fits its own development trend. For Jingdong Logistics, it can also accumulate new increase in experience.

However, from the current situation, the cooperation with JD Logistics cannot be able to do it once and for all. For Eastern selection, if you want to leave Douyin, it is not a simple matter to do an independent mall yourself.

New Oriental Online Executive Director and CFO Yin Qiang have also publicly stated that the current selection of Oriental is mainly based on Douyin. "Douyin is still very good for our traffic and user stickiness, and there is a lot of space to expand."

Judging from the current status quo, the Oriental selection APP has no live broadcast function, and the main reason why the live broadcast is the main reason to attract fans to place orders, and it still cannot be given up. It will not turn out from the vibrato, which means that in order to get rid of the dependence of Douyin, the first thing that needs to be faced is the problem of retention and transformation.

Furthermore, although Oriental selection is a "dark horse" of live e -commerce companies, from the perspective of brand growth, the growth period of the East selected brand is not long. Complete.

Of course, the current Oriental selection is also carrying out a multi -line layout step by step. According to the "letters list" report, Oriental selection may be preparing Taobao live broadcast. As of now, Oriental selection has also been on fast hands, WeChat, Weibo, Xiaohongshu, etc. The platform has opened an account, which can also see the diversified strategy of the East selection.

From the perspective of the future development trend of live e -commerce, the improvement of supply chain management and borrowing logistics systems to bind and improve the supply chain is also a necessary factor to support the benign and long -term development of the support platform and brand. The cooperation between Dongfang and JD Logistics also conveyed a new development signal to the outside world in addition to their own favorable favorable parties.

Regardless of traditional e -commerce or live broadcast e -commerce, the logistics and supply chain is the lifeblood. When the live broadcast e -commerce continues to develop, and the warfare in the live broadcast room is burned to the logistics "battlefield". Essence

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