Once upon a time, 'Jingdong 618' and 'Tmall's Double 11' were gradually losing their branding prefix to the familiar shopping festival. It became a field of national shopping spree. Although the competition continues, it is extremely low-priced and it is a shock. Price, super-invincible 20,000 miles of special price on the sea floor is no longer the core selling point. Today, more and more attention is paid to the consumer shopping experience, from the moment of opening the e-commerce platform APP or webpage, to the user's receipt of goods to use, through consumption. The ecological chain of experience throughout the shopping process is the strategic place where major e-commerce companies are chasing and deploying. However, we can see that although 618 has been imitated, the development strategy of Jingdong has never been surpassed.
The battle of the new year 618 is about to start.
On May 29th, Jingdong held the JD CUBE conference in Beijing officially started 618. Unlike the previous year, 618 shared marketing games, this is Jingdong’s first full-scale technical military parade based on innovative technologies to fully implement the retail industry’s practical results. Consumers understand: The upcoming 618 and later 618 and even all future experiences will be very different from the past.
Jingdong Group CMO Xu Lei
The audience attentively discovered that Jingdong Group’s CMO Xu Leitai staged a pair of 'Converse x Virgil Abloh Chuck 70' tidal shoes that had never been sold but had been on fire in fashion circles. Subsequently, Xu Lei’s speech confirmed this pair of shoes. Implications, it implies the future retail characteristics of Jingdong.
Xu Lei said that '618' has become a consumer from Jingdongdianqing, the retail industry, and the whole society has participated in the mid-year shopping festival. It has become a sample of quality consumption and consumption upgrades. Because of the rich and innovative model, 618 was uncovered from the technology side. Opening the curtain for future retail sales. These innovative technologies and models that were unveiled in 618 will be fully open to the outside world, empowering the retail industry.
Smart supply chain makes sales more intimate
Into this year's Jingdong 618 JD CUBE Conference, it was like entering a scene in a science fiction movie. Various robots appeared in the exhibition area. The AR fitting mirror and AR makeup mirror helped the audience to experience all kinds of makeup and costumes, and the smart screen was great. Smart devices such as smart speakers interact with people naturally through various interaction methods such as voice and vision. Such scenarios will become the scene of consumers shopping in Jingdong in the future.
Consumers can enjoy the latest shopping experience brought by JD.com's innovative technologies on a variety of terminal devices. For example, they can enjoy voice shopping on JD Smart Speakers and enjoy exclusive fresh prices on Jingdong Smart Fridges. Enjoy watching and buying services on large-screen TVs. The application of technology is also reflected in the purchase process of consumers. For example, AR testing and AR fitting are two functions. 618 will be applied to more than 6,000 products. Applicable products cover beauty products, clothing and other categories.
Smart logistics makes distribution easier
Logistics and distribution has always been proud of Jingdong and is also a competitive advantage. The new unmanned black technology unveiled at the conference has further improved Jingdong's smart logistics network.
The unmanned truck developed by the Jingdong Silicon Valley Research Institute has completed 2400 hours of smart driving super testing. In the future, Jingdong will establish a network of L4 level autopilot heavy trucks in the country to undertake the highway between major cities and regional centers. Delivery tasks; It is expected that Jingdong’s unmanned trucks will complete the deployment of commercial trial operation in China by 2020. It will be unveiled during the 618 period. The JDY-800 wingspan, which was put into operation in 2020, will have a wingspan of more than 10 meters, with all-weather autonomy. The flying capability can fly continuously for more than 1,000 kilometers, and the take-off weight reaches 840 kg. This also means that JD.com has passed through the UAV three-level logistics network for the first time, which can realize the high-speed allocation of goods between logistics centers and the efficient ascent of agricultural products. As a combination of intelligent technology and retail scenarios, Jingdong X unmanned supermarkets have become a major highlight of the concept of unbounded retail sales through the combination of smart technology and JD's smart supply chain and smart logistics.
According to Xiao Jun, vice president of JD.com Group and president of the X division, JD X unsupervised supermarkets have reached 13 places nationwide. Products such as smart sales counters and smart medicine cabinets that expand the new scene of unrestricted retail have also been unveiled.
'JD's future will be devoted to creating the world's first space-free integrated smart logistics network. This network is composed of a series of technologies and nodes such as trunk lines, drones and terminal distribution drones, unmanned vehicles, intelligent terminals, and smart airports. It closely combines a series of unmanned technology of JD. It will become the backbone of logistics distribution in the future. ' Xiao Jun also revealed that this intelligent network woven by Jingdong will be open and empowered to serve the entire society.
Artificial intelligence makes sales become temperature
'JD's hope that technology is not a cold machine, but to allow users to feel and enjoy a good life created by the technology of temperature. 'Zhou Bowen, vice president of Jingdong Group, head of the AI platform and research department said.
Jingdong Group Vice President, Head of AI Platform and Research Department Zhou Bowen
This kind of temperature generation requires AI to understand, understand and even feel the human world. Jingdong is constantly exploring breakthroughs in these capabilities to allow AI to generate human emotions.
Through the powerful generalization ability of deep learning and transfer learning technology, AI has now had a rich emotional perception capability. This capability was first applied to Jingdong’s smart customer service, making the current smart customer service not only able to recognize people’s emotions, but also Can answer questions with human emotions. For example, she will comfort the anxious consumer and say: 'I understand your feelings, please be assured that we will deal with you for the first time...' Currently, Jingdong artificial intelligence customer service is the industry's first A large-scale commercial emotional intelligence AI customer service has made each user feel the warmth of technology during the 618 period. This technology will also be used to empower the customer service industry through the Jingdong NeuHub artificial intelligence open platform to relieve pressure on the customer service industry.
Smarter customer service with more human emotions
As a bridge for people to communicate, language is also an important interactive method for computers. Jingdong has realized the understanding of human beings by parsing semantics, understanding intentions, and emotion recognition, and through techniques such as content generation, text abstracts, and emotional dialogues. AI is understood by humans.
Regardless of the sales process, logistics distribution and after-sales service, every time 618, for Jingdong, it is a concentrated display of innovation technology after the development stage. At the same time, it also sets the tone for the future development direction.
With Jingdong's strategy of 'retail as a service' and 'becoming a retail infrastructure provider' as a strategy, the significance of 618 has also been sublimated.
'The 618 that we see today is the tomorrow of the retail industry. 'As Xu Lei said, technology will drive the further development of the retail industry in the future. With Jingdong’s continuous innovation in the technology field, it is fully open to empowering and retailing. Imagination will also be constantly refreshed.
