On June 5th, Jingdong Mobile’s “Samsung Brand Day” kicked off. Samsung’s new Galaxy S light luxury version performed well and attracted the attention of the industry and users. In addition, on the day of Jingdong 618, the Samsung Galaxy S light luxury version opened. In 1 hour and 30 minutes, Samsung’s brand sales increased by 750% year-on-year, once again setting new online sales records, confirming the attractiveness of this “best-looking” mobile phone to Chinese consumers, and highlighting Jingdong as the best platform partner. Extraordinary empowerment.
Jingdong 'Unbounded Marketing' Strategy Fully Enabling Samsung Brand
At the previous Samsung Galaxy S light luxury version conference, Yan Zaixun, president of Samsung Electronics Greater China Mobile Communications Division, said that the Galaxy S light luxury version is Samsung's first product jointly released with its core customer, JD.com. The star models released by the Chinese market. The Galaxy S light luxury version of the brand on the bright future of the show, proved that this reverse in the Jingdong big data customization, currently only sold in the Chinese market models popular in China consumption Like it, and as a major strategic deployment to China's home market, Samsung has once again proved itself in this battle with JD. The achievement behind this brilliant achievement is the result of years of mutual cooperation.
With the change of the media environment, marketing is undergoing disruptive changes. Who can make users, media, and brands generate synergistic value, and gain insight into the individual needs of consumers while gaining insights into the needs of brand owners? Is a real winner, but Jingdong did it through open, empowering, and unbounded marketing.
Jingdong data shows that Jingdong mobile phone business has had 250 million high-quality users for 11 years since its launch, and the new user has a compound annual growth rate of 110%. In addition to its own quality traffic, it also has precise marketing capabilities, strong big data analysis capabilities and market insights. Capabilities and resources are fully empowered. For Samsung, the clear platform advantage of Jingdong has become the real reason for the “chemical effect” of both parties. It is the recognition of Jingdong platform and the best verification of Jingdong’s strength.
In today's popularity of smart phones, the rate of update iterations is also continuously followed. Through big data analysis and research on the Chinese market trends, Jingdong found that the mobile phone sales volume in the price range of RMB 3000-4000 is steadily increasing, but Samsung is in the Chinese market. The lack of a mobile phone at this price point. Based on this, the cooperation between JD.com and Samsung was born. Together they created the Galaxy S light luxury mobile phone.
This mobile phone, which is a standard for a new generation of fashion trends, defines the concept of a smart phone from appearance, photographing and artificial intelligence. It uses Samsung's most classic full-view curved screen and is equipped with a Snapdragon 660 processor. 8 million, 16 million rear camera with AI pure beauty function, and Bixby artificial intelligence platform, with its artwork-like design and performance configuration of the front end of the industry, to bring a new light luxury lifestyle to Chinese consumers , It is the concrete embodiment of Jingdong's unbounded marketing to Samsung.
A triumph battle of 'high-end + classic': brilliant collaboration results
In October 2017, JD.com and Samsung signed a cooperation agreement based on the unbounded retail strategy. The two parties jointly carried out brand building and customized products for Chinese consumers through JD.com. The launch of the new Samsung Galaxy S light luxury series, JD Participate in many aspects of product positioning strategy, sales, marketing, etc., using its own advantage as a centralized launch platform for new mobile phones and recognition and experience in the Chinese market, while fully tapping new and existing customers, helping Samsung further meet China Consumer market demand. Through big data analysis to achieve accurate marketing. Unbounded retail strategy under Jingdong is for Samsung's top international brands fully empower.
Samsung has been adhering to the concept of 'meaningful innovation', deepening its integration with the Chinese market, and continuing its efforts in the high-end market. Jingdong's exclusive marketing program for Samsung has also become the norm. It has been planned for the launch of the Samsung Galaxy S6 edge in 2015 by JD. The creative marketing event of 'Jiao Ben Jingdong' won the dandelion award from the advertising industry. By 2017, the launch of the Samsung Galaxy Note8, JD.com's tailored technology and romantic “Fosional Fosun” marketing activities for Samsung effectively enhanced the brand image; In March of this year, the Samsung Galaxy S9 debuted. JD.com once again created a classic marketing case for online multi-dimensional user interactive experiences with the theme of 'reinventing time' as the theme of Samsung. All of these verified the influence of JD.com's marketing efforts. This continues to push up the sales record of the Samsung brand on JD.com platform.
In 2017, the sales volume of Samsung mobile phone ranked fifth in the Jingdong platform and ranked top 4 in the mobile phone brand in the price range of RMB 2000-2999. From the fourth quarter of 2017, Samsung’s market share began to pick up. In the first quarter of this year, Samsung’s growth in JD's reached 42% year-on-year. In the past April, Samsung’s new retail sales increased by as much as 219% year-on-year to more than RMB 4,000 in high-end mobile phones. The innovative model of the new channel has emerged. It can thus be seen that, as Samsung’s deepening cooperation platform based on the Chinese home market, JD.com will continue to focus on it and help Samsung China localize to a new level.
In addition, the joint research project developed by the two companies, the established AI Lab, will achieve accurate marketing through big data analysis. Jingdong, under the unrestricted retail strategy, is fully empowering such top international brands as Samsung.
It is reported that on June 14th, Wu Wei, general manager of Samsung's online business unit of the Greater China Mobile Division, Wang Wei, sales director of Samsung mobile phone Online Jingdong, will visit Jingdong. It can be foreseen that with the arrival of a new round of consumer upgrades, JD Samsung will fully integrate superior resources for in-depth linkage and push cooperation into depth. Perhaps a huge cooperation event has arrived.
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