Growth path: Shift from cost center to profit center

(A) Unique competitive advantage: integration of business flow and logistics, to provide cash space for external traffic

We believe that in the process of opening up Jingdong Logistics, not only the pop merchants on Jingdong Mall, but also the traffic platforms including Kuaishou and micro stores have the possibility of cooperation. For example, on May 27, 2020, Kuaishou Technology and Jingdong Retail Group officially signed a strategic cooperation agreement. Jingdong provides supplies for Kuaishou live sales, and Kuaishou users will be able to directly purchase Jingdong self-owned products in the Kuaishou store, and enjoy Jingdong delivery, after-sales and other services. Consumer demand and consumption scenarios show a diversified trend. The cooperation between Kuaishou and Jingdong is also complementary to the advantages of products and users. Jingdong is responsible for supply, distribution and after-sales; Kuaishou is responsible for selection and sales.

With reference to Guangfa Media's research report "Kuaishou Technology: Growth prospects, ecological extension and Commercialization Vision", since 2016, the development of Kuaishou live e-commerce can be divided into four stages. The live broadcast function was launched in 2016 and the e-commerce business was launched in August 2018 as the first stage; The second stage is from August 2018 to March 2020, during which the label of Kuaishou e-commerce can be summarized as "source good goods"; Since March 2020, the development of e-commerce has entered the third stage, and the platform has gradually transformed from "goods" to "quality".

In the second stage (August 18 - March 20), Kuaishou e-commerce to small and medium-sized businesses as the core, to establish the "source good goods" basic plate. In August 2018, Kuaishou e-commerce business was officially launched. In the early days of the line, fast e-commerce mainly focuses on "good goods at the source", that is, removing the dealer link, providing wholesale prices for customers from the origin, industrial belt, factory direct supply, and master brand four sources, and improving the cost performance through direct product sales.

The third stage (March 20 to the present) : from "goods" to "quality", "good goods from the source" and "good quality". In March 2020, Kuaishou e-commerce launched Super Brand Day to provide a number of support rights and benefits for brands and e-commerce service providers; Since April, many entrepreneurs have carried out goods through Kuaishou, such as Dong Mingzhu, chairman of Gree Group, carried goods for 3 hours in the Kuaishou live broadcast, with a turnover of more than 300 million yuan. In May 2020, Kuaishou reached a strategic cooperation with Jingdong, and users can buy Jingdong products and enjoy Jingdong services in the Kuaishou store. Jingdong endorsement has enhanced users' confidence in the quality of Kuaishou products, and the efficiency of Kuaishou e-commerce supply chain has been significantly improved. Subsequently, in June and September, Kuaishou and Jingdong successively launched the "6.16 Quality Shopping Festival" and "9.9 double ten billion subsidy" activities.

Due to the relatively large number of small and medium-sized e-commerce gathered in Kuaishou, the strength of the host lies in content production and fan operation, and the selection and group of goods involved in the e-commerce process are not professional, which makes it possible for Jingdong to achieve scale expansion and improve the realization space of logistics with its strong supply chain performance ability.

In addition, Tencent, as the largest shareholder of Jingdong, traffic pool resources such as micro store and Tencent video are also the starting point for Jingdong to obtain traffic, providing a new growth point for Jingdong logistics.

In Tencent's ecosystem, invested enterprises can maintain a high degree of independence. Tencent can use resource leverage as much as possible to help ecological partners complete their mission in the vertical field and indirectly strengthen their control in various fields. Jingdong and Pinduoduoshi complete the e-commerce market layout in the high and low lines respectively, and Tencent provides a strong supply with the traffic deposited by the social relationship chain behind them. Explore further realization space through ecological partners. Ecological partners use Tencent's open capability interface and abundant traffic resources to seize the time window to do scale expansion and barrier construction, in order to lock the head competitive position in the vertical field as soon as possible, indirectly improve Tencent's traffic realization efficiency, and feed the ecology.

In May 2019, Jingdong and Tencent renewed their three-year first-level traffic entry cooperation on wechat, which reflects that Tencent, as the largest shareholder, still has high expectations for Jingdong's liquidity. In today's e-commerce industry dominated by ecological, traffic acquisition and technology-driven factors, Jingdong's advantage lies in the bottom precipitation of retail infrastructure capabilities, including logistics assets, which also brings new growth space for Jingdong logistics.