Jan 5, 2021|
2020 Year in Review: JD Marketing360
by Ella Kidron
JD’s smart digital advertising capabilities continued to empower brands throughout 2020. The company’s Marketing360 platform, which uses data to formulate marketing solutions through its unique “4A” model, won more than 50 domestic industry awards last year, recognizing its value in the e-commerce marketing space
Marketing360 Turns 1
In April 2020, Marketing360 celebrated its one year anniversary. Marketing360 is based on a unique “4A” model which systematically identifies customers in four different categories; Aware, Appeal, Act, and Advocate:
Aware – users who have been exposed to the brand via advertisements
Appeal – users who pay attention to the brand – indicated by browsing, searching, and/or adding products to cart – but still don’t make a purchase
Act – users who make a purchase, write product reviews, and/or use after-sales services
Advocate – users who make multiple purchases, recommend products to others, and/or share on social media
By analyzing the characteristics of users within each group, the “4A” model enables a targeted approach in converting users who have not yet made a purchase (“1A” and “2A”) into users who have (“3A” or “4A”). User groups are then further divided into subcategories according to their potential conversion rate, allowing the company to allocate its marketing resources in the most effective way.
From Marketing360 to GOAL
Then, in September, based on the 4A consumer asset management model, Marketing360 upgraded to create a big data-driven brand user growth methodology, JD GOAL, where “G” represents Targeting Group (help brands determine who to target where), “O” represents Osmosis (help determine penetration opportunities), “A” represents Advancing (improve opportunity to create long tem consumer value) and “L” represents loyalty (improve consumers’ loyalty towards a brand).
JD GOAL can help increase long-term user value, and strengthen a brand’s membership pool, in order to promote user loyalty and growth. The methodology can be applied for new product launches, to expand target customers, to reach potential future customers, as well as increase marketing ROI.
In October, at the JD Advertising & Marketing Summit, the company announced measures to help brands create an omnichannel marketing strategy, including traffic and user management, extending the focus from online to offline.
JD’s technological infrastructure can help advertisers overcome common bottlenecks within China’s digital marketing landscape and address the major challenge of turning traffic into sales.
Nov 7, 2024|
CIIE 2024: JD.com to Expand Imports of Specialty Brands, Strengthen Healthcare Partnerships, and Enhance Logistics
At the 7th China International Import Expo (CIIE) on November 5, JD Super, the supermarket division of JD.com, announced a major initiative to broaden its selection of imported specialty. Over the next three years, JD Super plans to introduce over 1,000 new international brands to meet the increasing demand for high-quality, diverse imported goods.
Meeting the Growing Demand for Quality Imports
According to JD Worldwide’s “White Paper on 2024 China Cross-Border Consumption Trends,” more than 80% of Chinese consumers are interested in imported products, with many prioritizing authenticity, quality, and fast delivery. In response, JD has significantly expanded its range of international offerings. During the ongoing Singles’ Day Grand Promotion, sales of cross-border products have surged, with more than 600 brands experiencing a sales increase of over 100% compared to last year.
Strengthening High-Quality Food Partnerships
Demonstrating JD.com’s commitment to sourcing high-quality products, JD Super signed a new procurement agreement at CIIE with Huadong Foods and Teys, a major Australian beef brand under Cargill. Under this agreement, JD Super and Huadong Foods will procure $50 million of Teys beef throughout 2025. This partnership underscores JD’s strategy of collaborating with trusted suppliers to provide high-quality, affordable beef to Chinese consumers.
Delivering Authentic Global Goods Efficiently
JD Logistics has built a robust logistics network that spans bonded, direct mail, and overseas warehouses, facilitating fast deliveries of imported items across categories such as electronics, fashion, beauty, food, and baby products. In many major cities, delivery times have been reduced to under 48 hours.
For instance, JD Super’s partnership with Raub of Malaysia enables the import of Musang King durians, which are harvested at peak ripeness and air-shipped with cold chain logistics for delivery within 24 hours. Additionally, JD.com also secured an early supply of Chilean cherries, available since October, which can be delivered in as little as 30 minutes in many areas through JD NOW, its on-demand retail service.
JD.com’s “JD National Pavilions” program, which features over 150 country-themed flagship stores from more than 70 countries and regions, continues to be a cornerstone of its import strategy. Supported by embassies and reputable organizations, this initiative offers Chinese consumers access to premium products and cultural experiences from around the world. In April, JD launched the JD National Pavilion of Mali, introducing popular items like shea butter and garnering over 40,000 followers.
Expanding Healthcare and Logistics Partnerships
JD Health is also making strides at CIIE by strengthening partnerships with leading global healthcare companies, including Merck, Bayer, and Roche. As “China’s premier online health access point,” JD Health is committed to integrating digital and physical healthcare resources to improve access and convenience for patients.
Key collaborations include initiatives with Haleon to promote brain health and anti-aging for the “silver economy,” with MSD China on a digital diabetes management model, and with Teva Pharmaceuticals to provide patient education for conditions such as tardive dyskinesia (TD) and Huntington’s disease (HD).
On the logistics front, JD Logistics announced plans to double its overseas warehouse space by 2025 and expand its network of bonded and direct mail warehouses. JD Express now serves over 60 countries, enhancing cross-border delivery efficiency and supporting both brands and consumers.
Through these efforts, JD.com reaffirms its commitment to sourcing and delivering authentic, high-quality imported products to Chinese consumers, supported by an advanced supply chain that ensures a superior shopping experience.
(vivian.yang@jd.com)
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