Due to the emphasis on the third- and fourth-tier cities and even the rural market, in June this year, Jingdong began a vigorous “brushing the wall” action, and the advertising slogans such as “getting rich and getting rich, relying on labor and diligently relying on Jingdong” appeared on the walls of villages and towns.
While Alibaba is aiming at cross-border e-commerce, at the "World Internet Conference" held in November, Ma Yun gave a speech and said: "Ali wants to help more small businesses grow, not just China, but should expand to the whole world."
Jingdong “going to the countryside to enter the village” accounted for the market Jingdong CEO Liu Qiangdong recently mentioned his hometown Suqian frequently. In fact, this is not only to promote his own “counter-attack” deeds, but also to keep pace with Jingdong’s “going to the countryside” strategy.
Recently, Jingdong’s “going to the countryside” has a tight pace. On December 17, in a partnership with Graeme, known as the “poor bank”, Liu Qiangdong said that he would use big data and learn from Graeme’s small loan experience to explore a new model of China’s small and micro rural loans.
On December 21st, the Renshou County Government of Sichuan Province became the first signing place for the “Spark Test” of Jingdong’s rural villages, and cooperated in industrial products and characteristic agricultural products.
In fact, "going to the countryside" was in the plan of Liu Qiangdong.
On December 23, 2013, Liu Qiangdong officially returned, and the first public channel sinking strategy on the day. He also threw out specific plans, including placing advertisements in third- and fourth-tier cities, and improving the speed of logistics distribution. “In the three economic circles of the Yangtze River Delta, the Pearl River Delta and the Bohai Sea, Jingdong will sink to the township and village level.”
For e-commerce companies, online shopping growth in first- and second-tier cities is slowing down, and rural areas are an attractive market to be explored.
According to the "Agricultural E-Commerce Consumption Report (2014)" of the Ali Research Institute, it is estimated that the national rural online shopping scale will reach 180 billion yuan in 2014 and will exceed 460 billion yuan in 2016.
The "Report" also found that in rural areas, the popularity of smart phones is high, becoming the main equipment for rural online shopping, and the proportion of mobile phone shopping is even higher than that of cities.
Thus, in June of this year, Jingdong began a vigorous "brushing the wall" action, "advanced by the family to get rich, relying on labor, diligently relying on the Jingdong" and other advertising slogans appeared on the soil wall of the village. In addition, the "Caravan City" and "One City, One Card (referred to as billboards)" also brought the Jingdong brand into the countryside.
There are big moves in the sinking of the channel?
While expanding the scope of its own express delivery, Jingdong also cooperated with Tencent, the “traffic overlord”, to obtain exclusive access to the two mainstream mobile traffic portals of WeChat and mobile QQ.
During the “World Internet Conference” in November 2014, Liu Qiangdong once revealed to the Beijing News reporter that “I hope Jingdong’s own express delivery goes directly to each village.” At the event on December 17th and Grameen, he It is clear that before the end of June next year, it will "develop 100,000 villagers' agents and cover 100,000 villages." It is reported that these so-called "village agents" will be responsible for product distribution, after-sales service, and as a financial loan officer.
It is understood that Jingdong used to develop only in first- and second-tier cities, and the three- to six-tier cities were underdeveloped. At the township level, express companies were generally entrusted. But in the first three quarters of 2014, Jingdong’s newly covered cities were the sum of the past five years. "The remaining cities online shopping accounted for less than 3%, and temporarily do not intend to cover." Liu Qiangdong said.
In addition to the logistics and distribution of this trump card, Jingdong's channel sinking strategy will also rely on allies - "traffic overlord" Tencent. After Tencent completed the strategic capital injection of Jingdong, in May 2014, Jingdong launched the first-level entrance on the WeChat platform, and in August opened the first-level entrance of mobile QQ.
For Jingdong, it has obtained the exclusive right to use the two mainstream mobile traffic portals of WeChat and mobile QQ. Analysts believe that the younger users of mobile QQ in the third- and fourth-tier cities have a very high degree of fit with the target population of Jingdong channel sinking. For JD.com, where the growth of users in first- and second-tier cities is slowing down, the user growth in the next-stage cities will increase. Will be the focus.
After the strategic capital injection, Jingdong also obtained a pat network. Jingdong is reshaping it and arranging C2C; it also enriches the categories suitable for third- and sixth-tier cities. In fact, one of the main tasks undertaken by Paipai.com is to “extend Jingdong users from urban white-collar workers to students from universities and colleges and home users in the fourth- and fifth-tier cities.”
Jingdong's "going abroad" enthusiasm is not high When Jingdong is busy "going to the countryside to enter the village", Alibaba is actively expanding overseas markets. However, for the cross-border e-commerce layout, Liu Qiangdong seems to be not enthusiastic at present.
E-commerce "going to the countryside to enter the village", not only Jingdong. Alibaba has been rooted in third- and fourth-tier cities and even in rural areas for many years. Not only that, but the fiery heat of e-commerce in the early years also gave birth to a batch of “Taobao Village”.
On December 23, 2013, when the initial public channel sinking strategy, Liu Qiangdong also said that in the third- and fourth-tier cities, Jingdong's brand and popularity is far less than Taobao. "This is the disadvantage of Jingdong."
While JD.com is stepping up its layout of third-tier cities and even rural areas, Alibaba is actively expanding its overseas market.
Ma Yun, Chairman of the Board of Directors of Ali Group, said in a small-scale exchange on the night of the IPO that he would not return all the funds raised overseas to China, but would actively expand overseas markets and extend Ali's ecosystem to foreign countries.
However, for the cross-border e-commerce layout, Liu Qiangdong seems to be not enthusiastic at present.
"I personally think that cross-border e-commerce for small parcels is limited in the long run. It can't bring a lot of employment and tax revenue to local people. The speed of receiving goods is not fast, and there are problems with returning and exchange of goods. It’s not easy to solve.” Liu Qiangdong told reporters that he believes that the more viable model is still to invest locally, build factories in the local area, and reach consumers through general trade.
“He (Liu Qiangdong) describes a medium- and long-term perspective. The upstream and downstream of the industry chain are highly integrated: overseas retailers sell, wholesale to the bonded area, and Chinese retailers distribute and retail domestically. It requires a high concentration of social and logistics resources. The tail product is not suitable for this piece, at least within 3 or 5 years," said Zeng Bibo, CEO of Ocean Terminal. "But Ali is already trying the model of the bonded zone," he said.
Ali tried the bonded mode bonded mode to let Ali taste the sweetness. On November 11, 217 countries and regions around the world realized the order through Ali.
This year's "Double Eleven" was defined as the Global Consumer Shopping Festival and became the training ground for Ali International. Cross-border e-commerce platforms such as Tmall International and AliExpress have also entered the public's field for the first time.
Tmall International launched in February this year, selling foreign brands for the “Hao Tao” demand of Chinese users; AliExpress was launched in April 2010, mainly to help Chinese SMEs sell their products abroad.
During the “Double Eleven” period, Tmall International chose to open a strategic partnership with Costco, the second largest retailer in the US. Costco opened an official flagship store in Tmall, including food and health products. Within a few days, more than 300 tons of nuts and snacks were sold.
Alibaba Group COO Zhang Yong said that in the practice of “Double Eleven” globalization, the most important thing is to try the bonded warehouse. “We have implemented customs for several cross-border e-commerce pilot cities approved by the state, including cooperation with local government agencies.”
It is understood that the birth of the bonded mode depends on the introduction of the National Customs Administration policy: at the end of 2013, the General Administration of Customs began a cross-border e-commerce pilot, from the earliest Shanghai and Ningbo to the newly added pilot in Shenzhen this July, a total of 7 experimental city.
The "World Network Merchants" reported that the bonded model relies on the support of big data at the same time. Ali's rookie analyzes consumer preferences based on historical data, so as to predict the sales volume of goods in the next week, month and first quarter, and then let overseas merchants concentrate. Stocking. In the middle, it is necessary to open electronic ports, customs data sub-centers, customs declaration companies and logistics warehousing enterprises.
Ma Yun wants to "help the world's small businesses do business"
Alibaba's international map is simply summarized by Ali Group COO Zhang Yong: China to the world and the world to China.
At the "World Internet Conference" held in November, Ma Yun's speech was passionate: "Ali's goal of helping more small businesses grow is unchanged, not just China, but should be extended to the world."
"After a while ago, the situation of the entire cross-border e-commerce has been opened." Zhang Yong said at the "World Internet Conference" in Wuzhen.
Ali is also actively deploying more direct cross-border investments.
In May, Alibaba's “big hand” invested about 249 million US dollars to become Singapore's second largest shareholder. Singapore Post is the leading e-commerce logistics provider in Southeast Asia, and Ali has priority in its logistics and distribution resources.
At the same time, Ali has already won the first battle in Russia and India. According to public information, Ali has become the largest e-commerce website in Russia and is the second in Brazil. "This is related to the underdevelopment of local e-commerce, and it is also related to China's commodity prices, service advantages, and abundance of commodities," said Zeng Bibo, CEO of Ocean Terminal.
He believes that in the cross-border shopping, in fact, Jingdong and Tmall are very different. "Jingdong has traffic, but it is not necessarily applicable to imported brands. The original traffic is biased towards men, and many will not buy popular overseas products."
“Ali after listing is already a world-class company. From the perspective of increasing market share, trading volume and supporting stock price, we must take the road of internationalization.” Zeng Bibo said that Alibaba’s volume is Amazon + Ebay, which must be occupied. The international market will increase its growth in the next step, and China alone will not be able to accommodate it.

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