Unexpectedly! JD.com probably never imagined that the moat it had built over 20 years in the 3C electronics sector would be torn open by Meituan Flash Purchase right at its doorstep.
Firstly, the price squeeze. Taking advantage of the national subsidy policy for digital products in Beijing, Meituan Flash Purchase launched a dual promotion of "15% government subsidy + a dedicated coupon of $100 off on purchases over $999," directly breaking through JD's price defense line. For example, with Huawei Mate70 (12GB+512GB), after stacking the subsidies, the final price on Meituan Flash Purchase was $5392, a direct reduction of $77 compared to JD's same model priced at $5469. Don't underestimate this small gap; behind it lies the disruption of the cost structure of traditional e-commerce by instant retail models: Meituan Flash Purchase connects consumers directly with millions of local physical stores, eliminating the middle steps of warehousing and logistics. After subsidies, prices being 5%-10% lower than JD's self-operated business have become the norm. Popular models from brands like Apple and Xiaomi also exhibit similar price advantages, directly shaking the core barrier of JD's "low-price mindset."
Secondly, the crushing lead in speed. While JD is still relying on the "211 Timed Delivery" to maintain its logistics advantage, Meituan Flash Purchase's "30-minute Lightning Delivery" has already achieved a demotion strike. Consumers can receive their phones purchased through Meituan within an average of 30 minutes, whereas even when JD activates the "Jingzunda" service, the fastest delivery time is still the next day. This efficiency difference between "hour-level" and "day-level" fulfillment has created a fatal attraction among Generation Z-ers. According to an Accenture report, over 50% of young consumers require same-day delivery. Meituan Flash Purchase's delivery efficiency precisely addresses this pain point.
This precise tactical battle is not only a clash between two companies but also a transformation of the underlying logic of the retail industry. Meituan Flash Purchase redefines shopping experiences with "e-commerce pricing + food delivery speed." If JD cannot find a way out in the instant retail field, its golden signboard of "more, faster, better, cheaper" may gradually fade.
If the "last mile" of 3C electronics is rewritten, the ruling era of traditional e-commerce may truly come to an end.
Original article: https://www.toutiao.com/article/1828912618589258/
Disclaimer: The article represents the views of the author.