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JD leads consumer goods retailers

By Ding Yining | December 12, 2016, Monday | Online Edition

JD remained the top retailer among a survey of consumer goods companies, closely followed by Tmall with over 90 percent of respondents commend both JD and Tmall on account of their market share and quality of the team and services.

The ranking was a comprehensive position taken into account performance and capability in commercial, strategic, operational and marketing, according to the Digital Power Study by Kantar Retail, which covered more than 200 consumer goods manufacturers.

“We would strongly recommend that any brand serious about e-commerce to have flagship stores on both of these sites,” said Bernhard Wessels, managing director of Kantar Retail North Asia.

Creating additional sales volume is still the top reason that motivates manufacturers to turn to online channels, with 80 percent of respondents saying they target online sales for more sales income.

Besides, consumer goods manufacturers also find e-commerce companies playing a crucial role for building brand image and communicating with shoppers.

Only 31 percent of respondents said that e-commerce provide additional profit for their businesses, with severe competition push them towards price wars to win consumers.

This year, consumer goods manufacturers are looking closely at e-tailers’ business size, growth and profitability, and manufacturers are also paying more attention to marketing capability.

Vip.com, whose corporate strategy and impressive communication skills are highly acclaimed by manufacturers, rose to the 4th from the 6th last year. Xiaohongshu also made to the top 10 list for the first time, standing at the 8th position thanks to its community operation capability and unique business model.

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