年入212亿！不造车的京东，却比蔚小理都能赚

Ofweek维科网04-22

相较于去年亏损的小鹏、蔚来和勉强盈利的理想，京东汽车在背地里却赚的盆满钵盈。财报数据显示，去年京东在汽车板块营收高达212亿元。这也让刘强东看到了集团进军汽车板块的潜力。今年，京东官方更是宣布，将跻身新能源车整车零售赛道。不造车的京东，为何能成为中国汽车赛道的赢家？一、手握5.8亿用户，京东入局汽车赛道其实刘强东早就窥见汽车赛道的潜力。据他自述，当年李斌找到刘强东投资蔚来汽车，刘强东就听了...

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JD.com, which does not build cars, can make more money than Wei Xiaoli","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89618":0.9,"09618":1,"JD":0.6},"content_text":"相较于去年亏损的小鹏、蔚来和勉强盈利的理想，京东 汽车 在背地里却赚的盆满钵盈。财报数据显示，去年京东在汽车板块营收高达212亿元。这也让刘强东看到了集团进军汽车板块的潜力。今年，京东官方更是宣布，将跻身 新能源车 整车零售赛道。不造车的京东，为何能成为中国汽车赛道的赢家？一、手握5.8亿用户，京东入局汽车赛道其实刘强东早就窥见汽车赛道的潜力。据他自述，当年李斌找到刘强东投资蔚来汽车，刘强东就听了15分钟，便打断了李斌，告诉他，这个项目我投定了。此后，刘强东一直以汽车投资人的身份，活跃在汽车领域。作为投资人的刘强东很快就发现，汽车市场的潜力被大大低估了。在人人都在造车的大环境下，刘强东瞄准了另一块肥肉，汽车后市场。于是，京东汽车应运而生。短短5年的时间，据内部的统计数据，京东坐拥的5.8亿用户，其中有至少1亿用户会通过京东完成日常的养车、洗车、购买汽车周边产品等行为。去年，仅汽车用品这一项的利润就高达百亿规模。而同期，刘强东投资的蔚来汽车亏损211亿元。造车的纷纷亏钱，而瞄准后市场的京东却大赚一笔。毕竟对用户来说，车可以不买，但买了就得养。靠着自己多年积累的用户完成了冷启动，但京东并不满足于此。从跨年到春晚，刘强东最喜欢的节目莫过于送车。从特斯拉到100辆岚图，京东多次登上热搜，不断在大众面前刷存在感。有市场分析师表示，新用户的加入有助于京东快速跑马圈地，打造自己的用户生态护城河，未来的潜力更是难以估量。二、不造车，恰是京东的成功秘诀京东不造车，却成为了汽车市场的赢家。看似矛盾背后，实则是京东对自身清晰的定位。刘强东坦言，我们的优势在于供应链与服务，靠自身优势吸引大牌合作，才是京东该走的路。京东瞄准的第一目标就是小米汽车。此前雷军已在社媒上发布了一条双方连动的动态，引得业内人士猜测，雷军或将成为首个手机下单、送车上门模式的缔造者。而 比亚迪 、蔚来等造车新势力，也纷纷与京东开始了合作的洽谈。而近年来京东与大牌合作的战略并不仅局限于汽车领域。华为、联想、美的等都也京东有合作关系。据京东集团数据显示，世界500强中有91%的企业，已经与京东达成合作。甚至是一些新锐企业例如香港TimeShop等生命科学品牌，其潜力也早被刘强东盯上。该品牌在香港就已受到李嘉诚的侧目，将旗下“倍他强”等产品摆上屈臣氏的货架。而刘强东很快也与品牌方详谈合作事宜，将其引入国内。不同于传统西地那非类成品的短效，“倍他强”的健康养护属性，使其更容易被中年男性所接受。入市不到一年时间，就已多次冲上京东平台同品类Top3。翻看详情页显示，该单品以小花山奈、L-精氨酸等滋补成分为核心。前者在民间被戏称为“天然伟哥”，而后者已被《Nature》、《Science》中多篇文献证明，是男士“起立难”问题的天然解决方案。以此为配方的“倍他强”，靠着主打长效的玩法，弥补身体的亏空，成为不少中年男性的日常养护必备。京东数据显示，超7成用户是高线城市的都市男性，多从事 互联网 、金融等高压工作。一次购买6瓶的王先生表示，“尊严、精力两手抓，对中年来说，没有比这个更划算的买卖了。”而“倍他强”近6成的复购率，或也说明用户对于此类新锐科技的认可。将其纳入自营的京东，自然也成了最大赢家。在汽车领域，显然刘强东还想复制这一打法。在刚落下帷幕的中 国新能源 车高层论坛会上，王传福、余承东、李斌、何小鹏等人纷纷亮相发言。鲜为人知的是，刘强东也是与会的一员，显然是将这次会议视为给自己牵线搭桥的机会。三、京东能否成为最后赢家？看似前景一片大好，但要知道汽车后市场的规模逼近万亿。不仅是刘强东，阿里巴巴、字节等互联网大厂也纷纷瞄准了汽车电商化的趋势。阿里旗下的天猫养车也宣布开启“大循环”战略，字节旗下的懂车帝也设立懂懂养车，不断加码汽车后市场，美团也开始组建汽车运用部门，开始向后市场进军。手握上亿用户的互联网巨头纷纷带资进场，无疑会将汽车市场带到一个全新的高度。看似提前布局的京东，究竟能跑多远？谁能在市场中完成突围？还得时间告诉我们答案。","kind":null,"is_publish_news":null,"is_publish_highlight":null,"is_publish_live":null,"is_publish_wemedia":null,"editions":null,"symbols":[],"gpt_button":1},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.22.4","shortVersion":"4.22.4","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2429689945"}