On June 1st, the annual 618 Global Mid-Autumn Shopping Festival officially kicked off. Jingdong, home appliance, once again demonstrated king's arrogance. At 0:00 on the same day, JD.com’s all-category sales of home appliance products soared: only 6 points. Sales reached an astonishing 1 billion yuan!
'Normal' Jingdong exclusively for custom machines
On the first day of the 618th, mainstream home appliance manufacturers achieved a far higher rate than the industry average on the JD.com platform. This is due to the leading advantages JD.com has pursued over the years in the pursuit of products, prices, services, logistics, and technology. The difference in user experience brought about by these comprehensive advantages also stems from the close cooperation between major brands and JD.com.
In order to win the hard battle of Red and June, various home appliance brands invested the most resources in JD. Air Purifier’s leading brand, Bruyer, has even created a Jingdong Red JOY customized product; Coworth is also Jingdong. Specially designed 'Allure joy DN33' sweeping robot, and open special line production; beauty appliance brand Yameng also provides 10T+9P custom beauty gift box for Jingdong. Open more individual production lines for Jingdong, produce more orders for Jingdong Products, for JD to prepare more explosive goods, even from other channels to Jingdong platform sales to become home appliance manufacturers preparing for the 618 global Midyear shopping festival of the normal.
High-level visits into the 618 'standard'
The top brand of home appliance brands visited Jingdong frequently before 618. The communication marketing plan and the establishment of the Red June target also became the 'standard' for home appliance brands. As early as May 9, Gree Electric's Assistant President Hu Wenfeng led a team to visit Jingdong headquarters. Liu Jun, President of Appliances Division of Jingdong Mall, actively conducted in-depth communication on specific issues such as products, marketing resources, logistics support, and data openness during the 618-year period, and also conducted in-depth discussions on the overall policy of '618' this year. Communication, Both parties stated that they will come up with advantageous resources and create new history!
On May 24th, Liu Hongxin, the president of Hisense Group, led a team to visit Jingdong headquarters, stating that Hisense will invest the most powerful resources in the first half of the year to prepare for the “Red June”, to double sales, and to increase cooperation in the 2018 World Cup theme marketing. In order to achieve the goal of sprinting 10 billion sales in July last year, we will achieve win-win cooperation.
On June 1st, Li Huagang, Vice President of Haier Group led a team to visit Jingdong headquarters. He visited the home appliance market to scrutinise and fight for the three major brands of Haier. He also planned with Liu Jun on the 618 marketing strategy and future cooperation between the two parties.
In addition, there are senior leaders of domestic and international mainstream home appliance brands such as Panasonic, Changhong, Joyoung, Supor, Boss, Honeywell, Coworth, and Huiren, who have each visited the Jingdong Stadium on the eve of the 618th annual Mid-Autumn Festival Shopping Festival. Actual action confirms the consensus in the home appliance industry that 'the market of the Jingdong has won'.
The 'Brothers' interaction that affects millions of fans
Jingdong Group Chairman and CEO Liu Qiangdong once said to all the home appliance giants attending the '2 trillion' feast in 2017: 'Jingdong's relationship with many partners has already surpassed purely business. Really become a lifetime brother. Jingdong's goal is to help these excellent brands to become bigger and stronger!'
163 home appliance brands on the eve of Red June, in order to publish joint posters, and Jingdong Weibo 'close interaction'
Under the guidance of this concept, Jingdong Home Appliances has always chosen a partner with common value identification to jointly support development. With the support of JD.com’s home appliance marketing plan and support system, mainstream home appliance manufacturers also fully cooperate and respond. Not only did you scramble for the success of the Jingdong Home Appliances 618 sales rankings on June 1st, but also strived for success. It also covered 163 home appliance brands of all home appliance categories, and was also intimately interacting with Jingdong Weibo on the eve of Red June. : In accordance with the unified style, they jointly released a poster featuring the theme of '618, Shang Jingdong', Celebrating the Global Mid-America Shopping Festival, conveying the concept of 'Good Home Appliances = Good Products + Good Service' to consumers: Jingdong To protect the quality of the brand, to optimize the shopping experience with the service, to make every effort to only provide consumers with a good home appliance, so that consumers can buy in the mind of the 618, buy the peace of mind. Once the poster was released, it quickly caused great repercussions, Millions of millions, affecting more than 100 million fans, demonstrating the undisputed market leadership and platform appeal of JD.
For a long time, JD.com and home appliance brand companies have been working together for a joint effort to achieve mutual success. The trust and support of JD.com to appliance brands has also enabled JD.com to maintain its leading position in the industry. JD 618 is the world's first mid-year shopping festival in 2018. At the same time, JD.com maintained a high growth rate under the leadership of the omni-channel, and the high-end product category broke out. It achieved a perfect start. Sales amounted to 1 billion yuan in just 6 minutes. It fully demonstrated that neither the 618 in the first half of the year nor the second half of the year 11.11, home appliances sales are always in Jingdong!
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