太突然！刘强东拿下千亿大生意

市场资讯02-09

（来源：徐梅方先生）这年头做生意，单打独斗纯属找死，“众人拾柴火焰高”这句话，刘强东和京东算是悟透了。在手机市场增长放缓、大家换机越来越慢的大环境下，别人都在愁怎么留住品牌、保住销量，京东却逆势发力，接连拿下vivo、中兴、荣耀、小米这些头部手机厂商，朋友圈越扩越大。最近最出圈的，就是京东和vivo签的战略合作，直接立下豪言：未来三年，在京东全渠道卖够1000亿！这个数字创下了京东和手机品牌合作的...

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Liu Qiangdong wins 100 billion business","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"86618":0.6,"89618":0.6,"09618":1.97,"JD":1.97},"content_text":"（来源：徐梅方先生）这年头做生意，单打独斗纯属找死，“众人拾柴火焰高”这句话，刘强东和京东算是悟透了。在手机市场增长放缓、大家换机越来越慢的大环境下，别人都在愁怎么留住品牌、保住销量，京东却逆势发力，接连拿下vivo、中兴、荣耀、小米这些头部手机厂商，朋友圈越扩越大。最近最出圈的，就是京东和vivo签的战略合作，直接立下豪言：未来三年，在京东全渠道卖够1000亿！这个数字创下了京东和手机品牌合作的新纪录，也看得出来，现在电商和科技产业的融合，早就不是简单的“你供货、我卖货”了。此前，京东就拿下了中兴、努比亚、红魔三大品牌的全渠道国代权，定下三年百亿的目标。更早之前，京东还和荣耀联手在中东建海外仓，帮荣耀在沙特卖了200多万台手机；去年3月更是和小米牵手，计划三年卖2000万台智能摄像产品。可能有人会问，手机厂商那么多，平台也不少，为啥大家都愿意死磕京东？答案很简单，京东能给它们的，别的平台给不了，这也是刘强东多年来的布局底气。就说京东和vivo的合作，根本不是传统的渠道合作，核心就三件事：用户运营、产品共建、全渠道深耕。京东有7亿多活跃用户，能精准抓住影像、电竞、Z世代这些高潜力人群，和vivo一起做联合营销、会员互通，从摸清用户心思到做好售后，形成完整闭环，不用vivo多费心。再说中兴。作为老牌厂商，中兴产品矩阵完善，技术实力雄厚，可它缺渠道、缺用户洞察、缺市场化迭代能力。这次，京东拿下中兴，就是要通过整合从物流、金融到技术、线下门店的全链路资源，为中兴提供了一种可以“轻装上阵”的深度合作模式。不光是vivo、中兴，京东和荣耀、小米的合作，京东也玩出了新花样。荣耀能在中东这个物流落后、清关复杂的市场站稳脚跟，全靠京东物流的支持，双仓协同实现当日达，打通退货流程，解决了3C产品出海的大痛点。而京东和小米的合作，从2015年就开始了，这么多年下来，早就从单纯的销售渠道，变成了小米的服务伙伴，帮小米做全渠道运营、整合用户数据，甚至提供可复制的供应链服务，不管是高效配送还是退货闭环，都让小米省了不少力。说到底，京东能被所有手机巨头认可，核心就靠三大优势：第一就是实打实的供应链能力。京东物流在全球23个国家有130多个海外仓，仓储面积超百万平方米，欧美、东南亚能做到2-3日达，国内不少城市更是能小时达、分钟达，卖手机这种价格高、更新快的产品，这种确定性服务太重要了，不是短期补贴就能模仿的。第二，京东早就不是单纯卖货的平台了，而是彻底变成了品牌的全链条伙伴。不管是给vivo做产品定制、给小米做运营支持，还是给荣耀做出海供应链保障，京东提供的都是从市场分析、产品规划到售后的全方位服务，相当于给每个合作品牌加了个“京东服务包”，既帮品牌省钱省力，又能提升用户体验，这种深度绑定，比单纯的合作牢固多了。第三，也是最关键的，“买3C上京东”的想法，早就刻在老百姓脑子里了。这么多年深耕下来，大家买手机、买数码，第一反应就是京东，觉得靠谱、正品有保障、送货快，这种用户认知，比任何广告都管用，也让手机厂商不得不重视京东，毕竟谁也不想放弃这么大的精准用户群体。现在看来，京东和手机厂商的合作，早就超越了买卖层面，变成了生态共建。刘强东的精明之处就在于，他没有只盯着眼前的销量，而是靠多年的重资产投入，打造出别人无法复制的供应链和服务优势，再通过和头部品牌深度绑定，巩固自己在3C领域的话语权。在这个不确定性越来越强的市场里，京东靠自己的实力，拿到了最稀缺的“确定性”，既帮手机厂商破局，又让自己站稳脚跟。不得不说，刘强东这盘棋，下得是真够远，而京东的成功，从来都不是运气，而是多年沉淀和精准布局的必然结果。\n\n\n海量资讯、精准解读，尽在新浪财经APP","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"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,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","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/2610688469","isCrawlerRequest":true}