200 million users | Jingdong mobile phone five strategies to grab 618

On May 25th, Jingdong Mobile held a 2018 strategic conference in Beijing. It released game handsets, online and offline integration, operator cooperation, service upgrades, and brand marketing. Five core strategies were adopted. In 2018, Jingdong Mobile will fully implement the five core strategies. Mobile phone brand, help the industry to achieve a converse growth.

Yan Xiaobing, senior vice president of JD.com’s e-entertainment group, Jingdong Mall stated: In the era of unbrickled retailing online and offline, JD.com is a technology-driven retail infrastructure provider and a full-range energy-enabled partner. JD.com will work together. The brand with innovative thinking, revolutionary thinking, and subversive thinking will go along with each other and gather all the advantages to fully open up the people in the mobile phone industry, goods, and market to jointly change the future of the industry.

Chen Ting, president of Jingdong Mall Communications Division, shared a set of data at the scene: Since the mobile phone business was launched for 11 years, the total number of users served by Jingdong Mobile exceeded 230 million, and the new user's compound annual growth rate was 110%. For 11 years, Jingdong Mobile has cooperated. The number of brands exceeds 500, and the number of serviced businesses exceeds 5,000. According to GfK's statistics on the first sales channels for major brands in the second half of 2017, Jingdong’s share accounted for 72%, leading the industry.

Based on the industry leadership represented by this group of beautiful data, the five core strategies of Jingdong Mobile released before 618 are full of confidence: The continued development of the emerging segment of game handsets has made it an important growth point in the mobile phone market; Through channels such as JD.com and JD.com, the company helps brands to integrate online and offline scenarios, broaden product sales channels, and build a brand-new cooperation platform between operators and mobile phone brands to achieve mutual penetration between operators and mobile phone manufacturers. Transformation; Establishes a service enabling system that runs through pre-sales, in-sales and post-sales services to help brand manufacturers enhance consumer buying experience; integrates large-scale marketing campaigns throughout the year, utilizes the Beijing X plan, plans of Donglian, and the strong flow advantage of KMT’s plan , Provide mobile phone brand manufacturers with precision product marketing.

Reverse Enforcement Builds Evaluation System

The game handset is the biggest explosion in the mobile phone industry this year, and this explosion can be said to have been created by Jingdong Mobile. It was Jingdong that set up the Jingdong Gaming Mobile Phone Industry Alliance last year and the first game handset enterprise standard. Afterwards, this segment of the market led by JD.com flourished in spring. In April 20th, JD.com's black shark game launched more than 450,000 mobile phone subscriptions. On April 25th, the Red Devil Games mobile phone sale event broke 37 million seconds. ——Two game handsets have been released for seven consecutive times. In this strategic conference, Jingdong Mobile announced that it will fully open up the field of game handsets from reverse customization and resource integration.

In the aspect of reverse customization, Jingdong Mobile will rely on its own advantages in the field of big data to fully restore players' needs and realize the value-building of C2B reverse customization. On the one hand, through the analysis of user behavior data, users' preferences will be fully explored and gradually outlined. On the other hand, it fully mobilizes the enthusiasm of players and allows them to participate in the design of products, so that the products more in line with user needs and preferences. Jingdong Mobile will also conduct regular trials and research on the products to obtain first-hand information. This information will eventually be traced back to the brand manufacturers, helping them to continuously improve the product.

Jingdong Mobile will also cooperate with Tell Labs to establish the industry's first game mobile phone evaluation system. This evaluation system includes: Joint upgrade of game mobile phone standards, establishment of game mobile phone professional evaluation index, and joint issuance of three major measures for gaming mobile phone authority certification.

In addition, Jingdong Mobile will integrate its platform resources to fully support the product marketing of game handsets, and in-depth binding of high-quality game resources: At the level of platform resource integration, Jingdong will create game mobile channels, build independent categories, and create exclusive marketing campaigns for game handset brands. , and actively bridge to achieve cross-category cooperation; In the depth of high-quality game resources bundled, Jingdong mobile phone will be the world's top gaming IP strategic alliance, hosting hot hand games, build game strength team and establish professional gaming college, these quality resources And marketing activities, will be open to all brand manufacturers.

Realize the integration of online and offline Unbounded retail innovation experience stores opened all over the country

In terms of online and offline integration, JD.com will vigorously develop JD East Unbounded Retail Innovation Experience Stores including JD.com and JD.com stores, integrate JD.com’s own technical capabilities and supply chain capabilities, and empower offline retail channels to create user’s Three Living Spaces. In 2018, JD.com will fully upgrade JD.com and JD.com stores to provide more flexible and pragmatic services for retail customers. At the same time, it will also expand more effective sales channels for brand manufacturers to achieve full growth. By the end of 2018, the number of stores in JD.com and JD.com stores will exceed 200 and 3,000 respectively.

JD.com will open up the online and offline restrictions to provide brand manufacturers with a seamless product experience and marketing case: to create 'social shopping tools for stores', to support sales rebates, fan group and friends circle dissemination, and explosive product recommendation and other marketing functions; Improve the online order offline store performance service experience and speed up the turnover of stores; Build offline membership system, achieve dual payment and membership system between Jingdong online and offline merchants; Layout smart advertising push platform for brand manufacturers Provide more accurate and rich offline advertising program.

In addition, Jingdong Home, Jingdong Store will rely on its core competencies to enable retail stores in all directions to create a third living space for users. Consumers only need to present the Jingdong member code to make payment when they shop at JD.com and JD.com stores. It can realize functions such as convenient and non-incentive payment, preferential discount reduction, credit rating and membership points. For brand manufacturers, this measure will help users to pull new ones. With the help of online and offline scene integration and member exchange, brand owners and Jingdong can be realized. The horizontal connection of the membership system. Through this system, the brand promotion program can reach both online and offline users at the same time, and quickly increase reach and efficiency.

Innovation and cooperation to meet the big connection in the era of 5G

In terms of operator strategies, JD.com will couple operators to build infrastructure capabilities for the arrival of the 5G era. Through broadband service centers, they will cut through smart home installations and sales, establish broadband e-commerce platforms that connect online and offline, and build smart home sales. , Mobile phone pre-positioning, After-sales service, One-stop mobile phone platform, etc.

At the same time, Jingdong Mobile will be committed to empowering operators' community stores. Jingdong will deliver brands, supply chain and service and other three offline capabilities and small program members to the traditional stores through the Jingdong Store, and store e-commerce and online services. Downstream and other three online capabilities, combined with the continuous operation of the store's community users, to achieve online and offline mutual drainage, build operators, Jingdong and service providers community 'commodity + service' ecosystem, looking forward to the operator community Stores plug in the wings of the Internet.

At the consumer level, Jingdong communicates with the operator's users and provides consumers with richer member rights. For example, the first attempt of the white bar U letter card, and the communication number is effective immediately after the link with the Jingdong account. The fee service and the terminal fusion Beijing Bingka 4 Month has reached millions of sales, diversified policies and product mix, to bring brand owners a flexible marketing mix and operating space, but also allows consumers more choices.

Jingdong Mobile has evolved from 'enhanced user management', 'enriched terminal category', 'construction of an ecosystem platform' to 'preparation of 5G', step by step, and has formed strong complementarities with operators, and has become a participant in this era together with operators. And creator.

Co-existence of service 'Beijing worry-free' offers a shopping experience with temperature

Jingdong Mobile always believes that service is the temperature of the product, and it is the attitude of the brand. In the face of common consumer accidental damage, quality problems, price concerns, response to aging and other consumer pain points, JD launched a 'one-stop worry-free protection' , 'Higher quality and lower price', 'All-round improvement of user experience' Three levels of 'Beijing enjoy worry-free' services, to provide consumers with a more temperature shopping experience. At the same time, Jingdong Mobile will establish a user experience promotion department, Improve the whole process user experience.

In the aspect of 'one-stop worry-free protection', Jingdong Mobile integrates platform service capabilities to create mobile phone-specific services for users through pre-sales, in-sale, and after-sales shopping processes: In the pre-sale stage, consumers can have trade-in, credit recovery. , Instalments, credit purchases and other options, among which the trade-in service upgrade has become one of the highlights, 2.0 iterations increase the credit recovery model to meet the needs of users quickly realized, in the new machine purchase scenario can directly deduct new Machine costs, to achieve a truly one-stop trade-in; in the sale stage, consumers can choose a variety of payment forms, and a variety of characteristics of delivery services to meet the diverse needs of users, In addition, from June 1, 2018, Buying and sending accessories universal coupons, as well as spare parts shopping center to help users get a one-stop purchase; In the after-sales phase, Jingdong provides the industry-leading quality of service guarantees, in the fragmentation and replacement of this characteristic service, to the user The price of surprises, during the period of 618, the screen replacement is only 59 yuan a year, and the replacement of a broken screen is only 29 yuan. In addition, Jingdong Mobile also launched a home after sale, a key to resell, no reason to retreat. , Lightning Refund, Original Repair, Battery Replacement, Accident Insurance, Extended Warranty, After-sales 100-point Service Solutions, and Proposed Service Vision of 'Always in the Service Area, Never Overwhelming,' Eliminating Consumption The purchase of the worries.

Constructing E-commerce Marketing Ecology Five Levels of Upgrade 'Mobile One-Stop Service Platform'

In terms of marketing strategy, JD.com will promote the development of JD.com mobile phone brands from five levels of customer segmentation, traffic ecology, entertainment marketing, content marketing, and promotion activities. At the same time, JD.com will launch a new brand proposition, 'Jingdong Mobile Phones, which cares about each of you. Department'.

In the segmentation of users, Jingdong Mobile will create special operations targeted at subdivided people, and develop mobile segmented market through channels segmentation, scene automation, category standardization, thousands of people, etc. In terms of traffic ecology, Jingdong Mobile It will open up cross-media user data through the Beijing X plan to build an e-commerce marketing ecosystem; use East Alliance plans to achieve expansion, joint exposure and influence the user's mind; through the Jingmen plan to achieve full-scale flow cooperation with the Beijing X plan, etc. In entertainment marketing, JD.com will create an entertainment marketing ecology through top-level IP resource integration, enhance brand exposure, and improve the circle's goodwill. Through customization, product innovation will be stimulated to give users a chance to change machines. In terms of content marketing, they operate through private domains. Features section, closed-loop scene, joint cooperation to promote the ecological construction of Jingdong mobile content. In the promotion activities, integrate large-scale marketing activities throughout the year to increase exposure for mobile brand.

It is understood that more than 3,000 partners will join the Jingdong mobile phone during the 618 period. More than 70 new mobile phones will be sold at Jingdong first. The media advertising of Jingdong mobile phones will cover more than 280 cities, directly bringing to the partners. Billions of exposures and hundreds of millions of traffic.

On May 25th, Jingdong Mobile held a 2018 strategic conference in Beijing. It released game handsets, online and offline integration, operator cooperation, service upgrades, and brand marketing. Five core strategies were adopted. In 2018, Jingdong Mobile will fully implement the five core strategies. Mobile phone brand, help the industry to achieve a converse growth.

Yan Xiaobing, senior vice president of JD.com’s e-entertainment group, Jingdong Mall stated: In the era of unbrickled retailing online and offline, JD.com is a technology-driven retail infrastructure provider and a full-range energy-enabled partner. JD.com will work together. The brand with innovative thinking, revolutionary thinking, and subversive thinking will go along with each other and gather all the advantages to fully open up the people in the mobile phone industry, goods, and market to jointly change the future of the industry.

Chen Ting, president of Jingdong Mall Communications Division, shared a set of data at the scene: Since the mobile phone business was launched for 11 years, the total number of users served by Jingdong Mobile exceeded 230 million, and the new user's compound annual growth rate was 110%. For 11 years, Jingdong Mobile has cooperated. The number of brands exceeds 500, and the number of serviced businesses exceeds 5,000. According to GfK's statistics on the first sales channels for major brands in the second half of 2017, Jingdong’s share accounted for 72%, leading the industry.

Based on the industry leadership represented by this group of beautiful data, the five core strategies of Jingdong Mobile released before 618 are full of confidence: The continued development of the emerging segment of game handsets has made it an important growth point in the mobile phone market; Through channels such as JD.com and JD.com, the company helps brands to integrate online and offline scenarios, broaden product sales channels, and build a brand-new cooperation platform between operators and mobile phone brands to achieve mutual penetration between operators and mobile phone manufacturers. Transformation; Establishes a service enabling system that runs through pre-sales, in-sales and post-sales services to help brand manufacturers enhance consumer buying experience; integrates large-scale marketing campaigns throughout the year, utilizes the Beijing X plan, plans of Donglian, and the strong flow advantage of KMT’s plan , Provide mobile phone brand manufacturers with precision product marketing.

Reverse Enforcement Builds Evaluation System

The game handset is the biggest explosion in the mobile phone industry this year, and this explosion can be said to have been created by Jingdong Mobile. It was Jingdong that set up the Jingdong Gaming Mobile Phone Industry Alliance last year and the first game handset enterprise standard. Afterwards, this segment of the market led by JD.com flourished in spring. In April 20th, JD.com's black shark game launched more than 450,000 mobile phone subscriptions. On April 25th, the Red Devil Games mobile phone sale event broke 37 million seconds. ——Two game handsets have been released for seven consecutive times. In this strategic conference, Jingdong Mobile announced that it will fully open up the field of game handsets from reverse customization and resource integration.

In the aspect of reverse customization, Jingdong Mobile will rely on its own advantages in the field of big data to fully restore players' needs and realize the value-building of C2B reverse customization. On the one hand, through the analysis of user behavior data, users' preferences will be fully explored and gradually outlined. On the other hand, it fully mobilizes the enthusiasm of players and allows them to participate in the design of products, so that the products more in line with user needs and preferences. Jingdong Mobile will also conduct regular trials and research on the products to obtain first-hand information. This information will eventually be traced back to the brand manufacturers, helping them to continuously improve the product.

Jingdong Mobile will also cooperate with Tell Labs to establish the industry's first game mobile phone evaluation system. This evaluation system includes: Joint upgrade of game mobile phone standards, establishment of game mobile phone professional evaluation index, and joint issuance of three major measures for gaming mobile phone authority certification.

In addition, Jingdong Mobile will integrate its platform resources to fully support the product marketing of game handsets, and in-depth binding of high-quality game resources: At the level of platform resource integration, Jingdong will create game mobile channels, build independent categories, and create exclusive marketing campaigns for game handset brands. , and actively bridge to achieve cross-category cooperation; In the depth of high-quality game resources bundled, Jingdong mobile phone will be the world's top gaming IP strategic alliance, hosting hot hand games, build game strength team and establish professional gaming college, these quality resources And marketing activities, will be open to all brand manufacturers.

Realize the integration of online and offline Unbounded retail innovation experience stores opened all over the country

In terms of online and offline integration, JD.com will vigorously develop JD East Unbounded Retail Innovation Experience Stores including JD.com and JD.com stores, integrate JD.com’s own technical capabilities and supply chain capabilities, and empower offline retail channels to create user’s Three Living Spaces. In 2018, JD.com will fully upgrade JD.com and JD.com stores to provide more flexible and pragmatic services for retail customers. At the same time, it will also expand more effective sales channels for brand manufacturers to achieve full growth. By the end of 2018, the number of stores in JD.com and JD.com stores will exceed 200 and 3,000 respectively.

JD.com will open up the online and offline restrictions to provide brand manufacturers with a seamless product experience and marketing case: to create 'social shopping tools for stores', to support sales rebates, fan group and friends circle dissemination, and explosive product recommendation and other marketing functions; Improve the online order offline store performance service experience and speed up the turnover of stores; Build offline membership system, achieve dual payment and membership system between Jingdong online and offline merchants; Layout smart advertising push platform for brand manufacturers Provide more accurate and rich offline advertising program.

In addition, Jingdong Home, Jingdong Store will rely on its core competencies to enable retail stores in all directions to create a third living space for users. Consumers only need to present the Jingdong member code to make payment when they shop at JD.com and JD.com stores. It can realize functions such as convenient and non-incentive payment, preferential discount reduction, credit rating and membership points. For brand manufacturers, this measure will help users to pull new ones. With the help of online and offline scene integration and member exchange, brand owners and Jingdong can be realized. The horizontal connection of the membership system. Through this system, the brand promotion program can reach both online and offline users at the same time, and quickly increase reach and efficiency.

Innovation and cooperation to meet the big connection in the era of 5G

In terms of operator strategies, JD.com will couple operators to build infrastructure capabilities for the arrival of the 5G era. Through broadband service centers, they will cut through smart home installations and sales, establish broadband e-commerce platforms that connect online and offline, and build smart home sales. , Mobile phone pre-positioning, After-sales service, One-stop mobile phone platform, etc.

At the same time, Jingdong Mobile will be committed to empowering operators' community stores. Jingdong will deliver brands, supply chain and service and other three offline capabilities and small program members to the traditional stores through the Jingdong Store, and store e-commerce and online services. Downstream and other three online capabilities, combined with the continuous operation of the store's community users, to achieve online and offline mutual drainage, build operators, Jingdong and service providers community 'commodity + service' ecosystem, looking forward to the operator community Stores plug in the wings of the Internet.

At the consumer level, Jingdong communicates with the operator's users and provides consumers with richer member rights. For example, the first attempt of the white bar U letter card, and the communication number is effective immediately after the link with the Jingdong account. The fee service and the terminal fusion Beijing Bingka 4 Month has reached millions of sales, diversified policies and product mix, to bring brand owners a flexible marketing mix and operating space, but also allows consumers more choices.

Jingdong Mobile has evolved from 'enhanced user management', 'enriched terminal category', 'construction of an ecosystem platform' to 'preparation of 5G', step by step, and has formed strong complementarities with operators, and has become a participant in this era together with operators. And creator.

Co-existence of service 'Beijing worry-free' offers a shopping experience with temperature

Jingdong Mobile always believes that service is the temperature of the product, and it is the attitude of the brand. In the face of common consumer accidental damage, quality problems, price concerns, response to aging and other consumer pain points, JD launched a 'one-stop worry-free protection' , 'Higher quality and lower price', 'All-round improvement of user experience' Three levels of 'Beijing enjoy worry-free' services, to provide consumers with a more temperature shopping experience. At the same time, Jingdong Mobile will establish a user experience promotion department, Improve the whole process user experience.

In the aspect of 'one-stop worry-free protection', Jingdong Mobile integrates platform service capabilities to create mobile phone-specific services for users through pre-sales, in-sale, and after-sales shopping processes: In the pre-sale stage, consumers can have trade-in, credit recovery. , Instalments, credit purchases and other options, among which the trade-in service upgrade has become one of the highlights, 2.0 iterations increase the credit recovery model to meet the needs of users quickly realized, in the new machine purchase scenario can directly deduct new Machine costs, to achieve a truly one-stop trade-in; in the sale stage, consumers can choose a variety of payment forms, and a variety of characteristics of delivery services to meet the diverse needs of users, In addition, from June 1, 2018, Buying and sending accessories universal coupons, as well as spare parts shopping center to help users get a one-stop purchase; In the after-sales phase, Jingdong provides the industry-leading quality of service guarantees, in the fragmentation and replacement of this characteristic service, to the user The price of surprises, during the period of 618, the screen replacement is only 59 yuan a year, and the replacement of a broken screen is only 29 yuan. In addition, Jingdong Mobile also launched a home after sale, a key to resell, no reason to retreat. , Lightning Refund, Original Repair, Battery Replacement, Accident Insurance, Extended Warranty, After-sales 100-point Service Solutions, and Proposed Service Vision of 'Always in the Service Area, Never Overwhelming,' Eliminating Consumption The purchase of the worries.

Constructing E-commerce Marketing Ecology Five Levels of Upgrade 'Mobile One-Stop Service Platform'

In terms of marketing strategy, JD.com will promote the development of JD.com mobile phone brands from five levels of customer segmentation, traffic ecology, entertainment marketing, content marketing, and promotion activities. At the same time, JD.com will launch a new brand proposition, 'Jingdong Mobile Phones, which cares about each of you. Department'.

In the segmentation of users, Jingdong Mobile will create special operations targeted at subdivided people, and develop mobile segmented market through channels segmentation, scene automation, category standardization, thousands of people, etc. In terms of traffic ecology, Jingdong Mobile It will open up cross-media user data through the Beijing X plan to build an e-commerce marketing ecosystem; use East Alliance plans to achieve expansion, joint exposure and influence the user's mind; through the Jingmen plan to achieve full-scale flow cooperation with the Beijing X plan, etc. In entertainment marketing, JD.com will create an entertainment marketing ecology through top-level IP resource integration, enhance brand exposure, and improve the circle's goodwill. Through customization, product innovation will be stimulated to give users a chance to change machines. In terms of content marketing, they operate through private domains. Features section, closed-loop scene, joint cooperation to promote the ecological construction of Jingdong mobile content. In the promotion activities, integrate large-scale marketing activities throughout the year to increase exposure for mobile brand.

It is understood that more than 3,000 partners will join the Jingdong mobile phone during the 618 period. More than 70 new mobile phones will be sold at Jingdong first. The media advertising of Jingdong mobile phones will cover more than 280 cities, directly bringing to the partners. Billions of exposures and hundreds of millions of traffic.