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京东3C的“价值观”:做生意如做人,态度很关键
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Topic: 京东3C的“价值观”:做生意如做人,态度很关键 (Read 121 times)
dafhdier
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京东3C的“价值观”:做生意如做人,态度很关键
June 06, 2017, 06:02:27 PM
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原标题:京东3C的“价值观”:做生意如做人,态度很关键
6月1日,回归联想的刘军,带着联想游戏笔记本新品叩开了京东的大门,与京东3C总裁胡胜利联手体验了人生中第一次直播秀。同一日晚,努比亚在北京水立方举办的新旗舰Z17的发布会上,高管曾国章邀请胡胜利上台讲话,“深情”地拉着他的手,久久不肯放开。
刘军(左)赠送联想拯救者R720游戏笔记本给胡胜利(右)
努比亚高管曾国章和胡胜利在努比亚Z17发布会上的“深情一握”
眼见6月发布会密集,甚至有人笑称京东3C总裁胡胜利为本月最忙的人。然而玩笑归玩笑,京东吸引和凝聚了几乎所有知名3C品牌,是一个不争的事实;如果要为这种现象找一个解释,除了众所周知的京东平台强大的资源外,和与京东对待合作伙伴态度不无关系。
对于京东来说,开放而平和的姿态大概更是厂商们乐于与之合作的一个动因。在努比亚发布会上,胡胜利借用刘强东“永谦卑、不作恶、求共赢”九字箴言,透视出了京东的价值观和经商态度。
低姿态赢来的大信任
对于所谓“永谦卑”的姿态,胡胜利自我调侃称,京东甘愿做一个“配件”的角色,配合厂商把事情做好,把东西卖好,令消费者满意才是核心目标。
这样的价值观也引出了京东和友商之间的很多故事,尤其是对于那些经营上出现某种困难局面的品牌,京东的举动更是典型——该帮扶的帮扶、该力推的力推,“雪中送碳”的举动不亚于“锦上添花”的影响。
努比亚跟京东“深情一握”的背后是其在一起的第五个年头,中间经历各种起伏,但京东对努比亚的支持依旧,即使中途努比亚成了京东竞争对手苏宁控股的公司也不离不弃。
锤子可能对京东怀有同样的感情:从最开始的第一部锤子手机就在京东销售,再到2016年锤子科技进退维谷,老罗面临崩溃时京东伸手“拉了一把”,再到今年的4月双方一签就是3年的长期协议,最近的坚果Pro。
HTC借U11在大陆的回归,也正值其国际国内市场下滑严重,背水一战的时期。京东也大方与其签订深度合作协议,为其重回国内市场搭好台阶。
甚至此前诺基亚和夏普这类老牌手机厂商于今年的“重装登场”,都是其需要有所依靠和支持的时刻,而京东都成为其线上首发的重要舞台。
在市场竞争加剧的环境之下,利用平台垄断优势、面对合作对象高高在上的现象其实并非罕见,相较而言,京东以老朋友身份接纳、甚至调度资源来扶持厂商的态度显得如此“平易近人”,赢得越来越多的信任也是不言而喻。
商业道德意味着凝聚力
如果说“永谦卑”放低姿态是一种价值观的认同,那么“不作恶”和“求共赢”则是一种商业道德的体现。价值观的一致能让众多的友商走到一起,“不作恶”的企业也必然能获得更多的尊重和支持。国外的google如此,国内的京东也是如此。
从2013年至今,京东3C在产业里所做的事情越来越多,最明显特征是用大数据和规模化的商业基础设施能力让零售和品牌紧密联系。2016年,京东3C销售额线上市场份额超过50%,已成国产3C品牌线上销售主力;对于我们熟悉的手机行业来说,TOP 10品牌的年增长率高达46%,4倍于全行业平均值。对于众多受益于京东3C平台的品牌而言,这就是一部合作共赢的案例大全。
阔别PC行业两年的刘军在直播中发出的感慨,足以代表与其相似的厂商的心声——他走马上任后拜见的第一个渠道客户就是京东,因为在他心目中,京东是踏实做事的伙伴,联想和京东正是在不断尝试品类创新和模式创新中取得突破。
“桃李不言,下自成蹊”,彼时用来形容人品的成语,如今用于京东这样道德观、价值观和经营观“三观正”的企业身上也有几分恰当。正如联想刘军在直播中讲述京东对于厂商的吸引力,不仅仅是庞大的市场份额而已,更是一座架在用户与品牌之间的桥梁,借助电商互通八达的能力,通往美好光明的远方。
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