On June 1st, JD.com officially opened the 618 Global Mid-Autumn Shopping Festival in 2018. Among them, JD.com’s sales performance was extremely bright. The sales of household appliances in 6 minutes exceeded 1 billion, and the sales volume of mobile phones from 0 to 2 points was 3 times that of the same period. The sales volume in seconds exceeded 100 million. The sales volume of computer office and digital products exceeded 4.3 million units throughout the day, demonstrating the home advantage of Jingdong Electric 618 again.
This year’s 618 is a big test for Jingdong Electric. This is the first time the Jingdong Electric has integrated its powerful business units such as home appliances, mobile phones, and computer digital products. It’s the first large-scale promotion event. Eye results.
In the home appliance sector, dishwasher sales were three times higher than the same period last year; sales of the Dyson V7 FLUFFY handheld vacuum cleaner, known for high-end black technology, exceeded 10% of May's total in 10 minutes; beauty machines that are popular among female consumers Sales of small home appliances of all categories increased by 4.5 times over the same period of last year.
In the mobile phone segment, Yijia, Vivo, OPPO, Nubian, 360, Apple, Huawei, Nokia, Meizu, Philips and other brand sales increased by more than 100% year-on-year, including millet mobile phones sold for two minutes broken Wantai, won Jingdong Electric 618 Mobile phone category 'second kill day' brand sales champion. In particular, it is worth mentioning is that one plus mobile phone in Jingdong Electric 618 this year's opening performance was extremely bright, successfully seized sales, sales growth double the first throne, sales are also 32 times the same period last year.
In the computer digital section, sales of 0-1 point notebooks increased nearly 5 times year-on-year, desktops increased nearly 19 times year-on-year, monitors increased 5 times year-on-year, graphics cards increased nearly 6 times year-on-year, speakers increased nearly 5 times year-on-year, and SLRs and lenses Compared with the same period last year, the projector increased by nearly 7 times compared to the same period last year.
As the strongest category of JD.com, JD.com is gradually allowing Liu Qiangdong to imagine that the 'unlimited range of goods, boundless goods, and human resources' have become a reality, accelerating the development of a deep practice field for unrestricted retail.
Assembling Jingdong's strongest category
As we all know, household appliances, mobile phones, and computer digital have always been the home of JD. Both the investigation reports of authoritative industry organizations and the feedback from brand manufacturers and consumers all show JD.com’s leading position in the market. With the supply chain system, users In terms of quantity, big data analysis and other aspects, JD.com has steadily strengthened its traditional strengths in recent years and has continued to open its leading position in the market.
In January of this year, JD.com adjusted its organizational structure, integrated the original business divisions of Home Appliances, 3C Culture and Tourism, and Global Sales, and established a new electronic entertainment business group. Yan Xiaobing, senior vice president of Jingdong, was the business group. President. Jingdong Electronic Entertainment Group covers Jingdong's strongest home appliances, mobile phones, computer digital and other electrical categories, leading the market share.
Digital appliances, mobile phones and computers should be said to be very mature categories. With the overall growth of the market slowing, JD.com is still able to maintain rapid sales growth in these categories. Thanks to the clear understanding of its own positioning, Jingdong has completed Transformation from e-commerce platform to retail infrastructure service provider, through deepening retail, open platform, providing retail solutions to partners including brand manufacturers. In addition to Jingdong own channel sales, warehousing logistics, customer service capabilities In addition, JD.com introduced brand planning and online service providers through an open strategy, and promoted the implementation of the 'Beijing X Program' and 'Jingmeng Plan' to help brand manufacturers including home appliances, mobile phones, and computer digital products to access the Jingdong platform. One-stop service.
Service upgrade Create a shopping scene that 'you understand you' with a rich service
It is worth noting that Jingdong Electronics introduced the '7 Days No Reason to Return 30 Days' Warranty' service in 618, trying to create a 'service 618' and 'intimate 618'. The 30 day insured price means that consumers can In the 30 days anytime to buy the desired product without worrying about price fluctuations; and 7 days no reason to return, you can allow consumers to eat a 'centering pill'.
In the area of smart phones most concerned by consumers, Jingdong also proposed a brand-new service upgrade strategy. On May 25th before the 618 was kicked off, Jingdong Mobile held a 2018 strategic conference in Beijing. In the five major strategies, Relying on the newly launched 'Jingxiangwuzhou' project, through the pre-sales, sales, and after-sales service upgrade strategy once again set a new benchmark in the industry.
In the concept of 'unrestricted retail', service is a crucial link. In Liu Qiangdong's imaginative 'unlimited scene, boundless goods, no human capital', 'unlimited scene' means that the service can happen to any In the scene, it is not limited to the physical space understood by the public. 'Borderless goods' eliminates the fixed boundary of the product, and goes from a single product to a combination of product + service + data + content. The information and accurate service, the transmission of temperature and trust. Jingdong Electric puts these measures at the service level to make consumers' shopping process more 'having temperature', and also allows 'buy electronics, go to Jingdong' to become more consumers. A habit.
Create a segmented market and achieve reverse customization to meet quality and personalized needs
Jingdong established the Jingdong Gaming Mobile Phone Industry Alliance last year in conjunction with the entire industry chain, and after launching the first game handset enterprise standard, the gaming mobile phone market segments have mushroomed and generally flourished. This year, 618, the black shark gaming mobile phone has 50 seconds of sales. Breaking 10 million, the game cell phone 618 performed well. Paying attention to the individual needs of consumers and promoting the development of subdivided categories, Jingdong was at the forefront in leading the industry transformation and also added a strong color to this year’s 618.
In the aspect of reverse customization, Jingdong relies on its own advantages in the field of big data to fully restore user needs and realize the value-building of C2B reverse customization. Yan Xiaobing revealed that based on the integration of AI algorithm and big data, Jingdong can enable consumers to deeply participate in To the brand manufacturer's production side activities. This also means that from the previous research, product design, manufacturing and production to the latter part of marketing communications, services, etc., consumers' behavior preferences can be transmitted to the enterprise, deeply involved in the company's product design. In the process of research and development, in the near future, consumers will purchase electronic products that fully meet their individual needs in Jingdong.
Just as 'people and businesses don’t want to achieve', by creating market segments and implementing reverse customization, the relationship between users and businesses can be redefined and deep connections can be made. Companies can gain a deeper understanding of the needs of consumers. Provide a more targeted product experience. With big data to help achieve reverse customization, it eliminates the fixed boundaries of the product, making the single product demand evolve into the individual needs of consumers. This is also the practice of the idea of 'borderless goods'.
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