In the afternoon of March 20th, Jingdong Home Appliances released a new strategy for 2018, and released a series of new initiatives aimed at focusing on empowerment, channels, services and marketing, including opening up retail operations and service capabilities, and opening up the 'self-operated' home appliance products. Platform's boundaries.
At the same time, JD.com announced that it will continue to expand its offline layout in 2018. Among them, the first batch of 'JD.com's home appliance super experience stores' will be launched in some Tier 1 cities and will be expanded by 7000 in the 4th to 6th and rural markets. Home store.
Open channels
Will open the 'self-operating' 'platform' boundary
Open Energization is the core issue of JD.com's Home Appliances' conference. JD.com's New Home Appliances Manager, Jun Liu, President of JD.com’s Electronics Entertainment Group’s Home Appliances Division, said at the press conference that Jingdong’s own member operating system will reach the market. Network, SKU management system, logistics service capabilities, retail data, financial tools, etc. are all open to brand owners.
At the brand level, Jingdong Home Appliances plans to open up the boundaries between the brand's 'self-operated flagship store' and the open platform 'brand flagship store' on the JD.com platform. This means that all future JD’s own and third-party platforms will sell the branded merchandise. Will be unified in the only official flagship store to form a 'self-operated + open platform' shop model.
In the new model, products, traffic, marketing, advertising, fans and sales of all resources can better focus on the brand, to achieve full empowerment of the brand. Consumers can see the self and third parties in the same store page All of the product list, and the product's proprietary attributes and third-party attributes are clearly visible, which helps them to more easily and quickly obtain product information for comparative selection and better service.
In recent years, JD Home Appliances has been in depth cooperation with home appliance companies such as Midea, Haier and Gree in the aspects of supply chain collaboration, smart logistics, artificial intelligence technology, and service management. According to statistics, the sales of these pre-commissioned pilot cooperating companies in Jingdong platform Broken ten billion.
Under the force line
Plan to open 'home appliance version' IKEA
In 2018, the first Jingdong Home Appliances Super Experience Store with an area of more than 30,000 square meters will be piloted in first-tier cities. Its 'largest scale', 'most complete product' and 'immersive experience' features will overturn people’s home appliances. The concept of a physical store. It covers household consumption with household appliances as the core, replacing the traditional selling model with vendor-based merchandising and sales. In addition to the function of selling goods, it pays more attention to the sense of experience and freshness that consumers need.
'Traditional home appliance hypermarkets will usher in shuffles,' said Yan Xiaobing, president of the Jingdong Electronic Entertainment Group. Jingdong Online is also in the exploratory phase. The supermarket experience is similar to that of IKEA. It is located in a non-urban core area.
Liu Jun said that at present, there are pain points in offline home appliance stores, limited operating area leads to limited display products, and the lack of consumer interaction experience. Jingdong Super Experience Store will replace the traditional mode of selling products based on manufacturer shopping guide, more emphasis on experience.
As for Jingdong Home Appliance Stores, as of now, Jingdong Home Appliance Store has covered 25,000 townships and 600,000 administrative villages in 100% provincial-level administrative regions.
Since the opening of the first Jingdong service store, JD.com has been implementing a channel sinking strategy. In 2018, JD.com will continue to promote JD.com home appliance stores as the main channel for expanding the 4-6 line and the rural market. The number has been increased to 15,000, sales increased by 5 times compared to 2017, covering 100% of the county.
However, compared to last year, the store will undergo big data upgrade this year. In 2018, JD.com will cooperate with more home appliance brands in offline stores across the country. The co-branding will enhance the experience of the new scene and use Jingdong to lead the market. The big data and store management system analyze the store's data to achieve more targeted store management, and to use Jingdong logistics after-sales protection system to meet the service needs of store customers.
Service upgrade
Pushing the evaluation service system of home appliance service word of mouth
With the gradual subside of the price competition in the home appliance market, the service has become the focus of e-commerce to win consumers' core competitiveness and mutual competition.
In terms of service upgrades, Jingdong Home Appliances will launch the 'Beijing Umbrella Program'. According to reports, the 'King Umbrella Plan' includes 36 service commitments, including platform services, pre-sale services, sales services, after-sales services, and value-added services. , To provide consumers with a one-stop home appliance consumer services.
The plan defined the system of pre-sales, sales and after-sales service of household appliances, and the service indicator system of the whole process. It formed a complete and implementable evaluation system of home appliance service word of mouth and was open to partners.
This means that all pre-sales, sales, and after-sales services of future consumers will only need to face one person in Jingdong, and they will be able to see the benefits they enjoy during the entire consumption process. The service rights will be more transparent and reduce The time and energy consumed by consumers in home appliance services significantly increase consumer experience and convenience.
On March 15th this year, China Household Appliance Service and Repair Association awarded Jingdong Appliances the '2018 Consumer Demonstration Demonstration Enterprise' title on the day of international consumer rights, becoming the only home appliance channel provider among the five award-winning companies.