Nowadays, the competition in the smart phone industry is becoming increasingly fierce. With the powerful e-commerce channel Jingdong, it has become an important weight for many manufacturers to stand out and win unexpectedly.
On June 7th, Jingdong Mobile' 360 brand day, 360 mobile phone won the top performance of Jingdong platform's domestic mobile phone sales Top4. Among them, the new N7 launched by 360 mobile phone was the first to win the 1500-1999 yuan price segment of the day. One, and 360 mobile phone N6 Pro also seized 1500-1999 yuan price segment TOP5 sales top three.
Also worth mentioning is that in June 1st Jingdong 618 big start, 360 mobile phone sales increased by as much as 656% year-on-year, including explosives N6Pro and N6 won the 1500-2000 and 1000-1500 price segment runner-up.
Undoubtedly, with Jingdong 618 and Dongfeng of the brand day, the 360 mobile phone again under the Jingdong empowerment once again highlights the success of the 'C position'.
In fact, as early as April 2016, JD.com signed a 2016 strategic cooperation with the 360 mobile phone and established a target of selling 360 million mobile phones. Since then, JD.com has also set up a 360 mobile work area, which is responsible for the promotion of 360 mobile phones. The strategy of in-depth binding by both parties was also watched by Zhou Hongyu, Chairman and CEO of 360 Company. On the same day of the 360 mobile phone brand day of Jingdong on November 8th of the same year, Jingdong Group CEO Liu Qiangdong and 360 Company Chairman and CEO Zhou Hongyi met in Jingdong. Talk about cooperation. As the big brother of the Internet industry, Zhou Hongyi will visit Jingdong this time, which is also the value of the Jingdong platform.
Judging from the later results, JD does not trust.
In 2016, Jingdong 11.11, 360 mobile phone entered China's top five with absolute advantage, and was promoted to be one of the fastest-growing handset brands with a growth rate of 220%. As a result, JD.com’s strength has enabled 360 mobile phones. The brand new start-up brand is gradually moving toward formal development, and has a one-ticket positioning of accurate user groups.
JD.com revealed that in order to assist the 360 mobile phone to break through, Jingdong has done a lot of work behind it. Backed by 360 companies, security is the brand gene of 360 mobile phones, and it is also one of the most differentiated selling points of 360 mobile phones and the needs of users. But security In addition, the 360 mobile phone can provide users with the same consumer experience. As an intimate partner, JD.com has enabled the launch of the 360's mobile phone with a long history of user data images.
Jingdong Mobile's sources told the author that the 360 mobile phone's consumer groups are mostly concentrated between the ages of 21 and 35. They have the 'Dare to play', 'Dare to challenge', 'Be opinionated, Not blind,' 'Dare to think'. , Before the 360 mobile phone research and development of a mobile phone, the two sides will based on Jingdong big data, for the characteristics of this group of target users, multi-faceted communication on the phone configuration, price, color, etc., to launch a product that meets the user's psychological expectations.
In addition, on this basis, the two sides also produced a number of explosive products. For example, in March 2017, Jingdong Super Single Goods Day, 360 mobile phone N5 sold only 10,000 units in just 65 seconds; in the same year, the Jingdong 618 mid-year ceremony, With three products, the 360 mobile phone ranks among the top three in terms of sales of Chinese Internet brands; on the same year's December 14, the 360 mobile phone N6, 360 mobile phone N6 Lite was launched on the Jingdong Super Brand Day, setting a sales record of more than 10,000 for 75 seconds, and 9 minutes and 02 seconds. Broken 618 full-day sales, 27 minutes 49 seconds sales and sales exceeding 11.11 records throughout the day.
From 618 in 2016, the sales volume increased by 127% year-on-year from the 618 period in 2017 and 2016. The cumulative total sales volume ranks the top four among domestic mobile phone brands. In the environment of the general decline in sales volume in the domestic mobile phone market, relying on the strong capital of JD.com. Strength, large sales network, accurate data analysis and efficient logistics system, 360 mobile phones have achieved rapid growth. It can be seen that Jingdong's 'coordinated development, mutual benefit and win-win' concept is the right path in the industry, and JD.com is also a brand manufacturer seeking advanced and upgrades. The main platform.
