May 22, 2020|
A Joint-Effort by Xiaomi and JD Yields a Hot-Sale C2M Mobile Phone
by Rachel Liu
JD and Xiaomi have jointly launched a new C2M (Consumer-to-Manufacturer) mobile phone exclusively on JD: the Redmi K30 5G Racing version.
The product was developed based on customer insights generated from JD’s big data. In the first two minutes following the phone’s release on May 14th, sales had already surpassed RMB 10 million yuan, with unit price at RMB 1999.00 yuan. Over 10,000 phones were sold in 11 minutes, and over 20,000 phones were sold on that day.
Thanks to JD’s C2M initiative, which provides deep insights on customer preference for brands to improve their products and marketing strategy, the product was hugely popular with customers. Before developing the new Redmi phone, JD conducted a comprehensive analysis of customers who bought similarly-priced mobile phones of with similar features. Data revealed that most of the customers in the price range are females with higher education backgrounds. They also have higher demand as to the functions and CPU. This insight led JD and Redmi to use Qualcomm’s Snapdragon 768G mobile platform to upgrade the CPU of the phone. The phone has a special design in mint green in an effort to attract more female customers who have been shown to gravitate towards such colors.
JD’s big data supported the marketing strategy of the product. Data shows that around 1.2 million targeted customers plan to replace phones in the next two months, prompting JD to allocate marketing resources for the new phone towards these potential customers. .
Weibing Lu, vice president of Xiaomi Group, president of Xiaomi China and general manager of Redmi said: “We have great confidence in the new C2M product. JD has been an important partner for Xiaomi, and we will work closely with JD on more C2M products in the future to better serve our customers.”
Daniel Tan, president of JD Mobile Devices said: “JD has been continuously working on C2M products with our brand partners, and the Redmi K30 5G Racing version is the collective effort of JD, Xiaomi and Qualcomm. C2M enables customers’ demands to directly reach upstream supply chain players, helping to optimize supply chain efficiency and reduce costs. This model enables us to keep improving the shopping experience.”
The 2020 New Product and C2M Products on JD Report released by JD Big Data Research Institute points out that JD’s big data analysis can decreased the product demand survey time by 75% and shorten the time for new products to come on the market. About 92% of customer feedback on JD’s C2M products is positive. In April, JD also launched the first colored ink display “reading phone” with leading Chinese mobile phone brand Hisense through C2M. The colored ink display addresses consumer demand for a device that protects eyesight, especially bookworms, students and children.