Aug 29, 2022|
JD Accompany Plan Supports Better Growth for Baby Brands
by Doris Liu
JD Accompany Plan, JD.com’s parenting ecosystem integrating shopping with services and education, released the 2022 Maternal, Baby and Parenting Industry Refined User Operations Insight Report recently to interpret refined user operation by baby’s month age as well as revealing in-depth insights, operation practices and trends of the industry.
Consumers of the maternity and baby industry show characteristics of fast iteration and short consumption life cycle, forcing brands to review and strengthen their ability in refined operation based on a deeper understanding of customers.
According to the report, 31.2 percent of parents of babies under 1 year old believe that since the children are too young to clearly express their needs, they can only guess the product suitability by trying different products for the babies. In addition, 38.2 percent of parents of children between 7 to 12 years old think that their children have personal preferences and self-awareness. The inconsistency between shoppers and actual users makes it hard to match needs, and the fast growth of babies also sets a challenge for families to match products in time. The report says 26.4 percent of parents of babies aged 4-6 months show the most shopping anxiety as they almost have no idea what to buy.
Refined user operation by baby’s month age is urgently needed. In order to upgrade the solutions accordingly, JD Accompany Plan launched specific parenting columns for 0-6 months, 7-12 months, 1-3 years old, 3-6 years old and above to segment parents’ needs in knowledge, products and services. In addition, the plan optimizes the shopping efficiency through recommending more relevant products to different groups of consumers.
The plan’s registered members can also receive special discounts, samples, health services and more to help parents reduce the cost of raising children, and the 30 million members under the plan have achieved an active participation of more than 88 percent with average revenue per user (ARPU) three times higher than non-members.
Benefiting from the plan, brands can adjust traffic in a dynamic manner and receive suggestions from JD.com for sustainable growth and refined operation. For example, a baby skin care brand collaborated with JD Accompany Plan for its new product launch. As a result, the new customers brought in by the plan accounted for 90 percent of the brand’s total newly joined customers, with a conversion rate of 25 percent and a transaction volume of RMB 502,000 yuan on a monthly basis.
Launched in 2016, JD Accompany Plan has accumulated extensive experience in precise marketing and user operation, with a belief of “growing up with consumers and creating value for brands.” The new approach of managing consumers based on each baby’s month age will help JD explore the main market of family consumption in the long run.
Apr 18, 2024|
JD Super’s Ninth Annual “Baby Party” Campaign: Supporting Families with Newborns
JD Super, JD.com’s omni-channel supermarket division, successfully concluded its ninth annual “Baby Party” campaign, which ran from April 1st to 14th. Collaborating with leading brands from home and abroad, the campaign introduced new products and services designed to improve the shopping experience and reduce expenses for families with newborns.
Pioneering services included the “Fresh Milk Powder Express,” guaranteeing delivery of farm-to-consumer baby formula within 28 days, and the “Free Diaper Offers for Newborns” initiative, set to distribute one million diaper packs annually. Moreover, the “Life’s First Bottle” project significantly reduces the costs of high-quality milk bottles by offering them exclusively online at a 50% discount.
JD Super’s specialized after-sales services extend to over 90% of the company’s self-operated products, offering services such as free returns or exchanges. Another highlight was the introduction of the Chun Rui milk formula, developed in partnership with Feihe, a leader in infant milk production. This collaboration ensures top-quality products at better value for families.
Additionally, JD Super launched an online portal dedicated to public welfare activities, which promotes cost-saving measures, shares knowledge on baby care, and supports charity initiatives.
As part of its commitment to philanthropy, JD Super donated essential baby supplies valued at over one million yuan to 1,000 families in the economically disadvantaged Liangshan Yi Autonomous Prefecture of Sichuan Province, supporting local parents in this region.
The 2024 Report on Cost of Childbearing and Childrearing in China shed light on the challenges faced by parents, including limited free time and growing anxiety over rising costs and product safety. JD Super aims to mitigate some of these concerns by providing support to families nationwide.
Apr 11, 2024|
JD.com Bolsters Video Content Creation with One Billion Yuan Investment
On April 10, 2024, JD.com announced an investment of one billion yuan in cash incentives aimed at attracting a wider pool of video content creators and institutions to its platform. This initiative underscores JD’s commitment to leveraging the power of short videos and live streams in innovating the online shopping journey for its users and providing brand merchants with novel avenues for growth.
According to the “China Internet Audiovisual Development Research Report (2024),” 71.2% of surveyed users engage in online shopping through watching short videos and live streams, with over 40% identifying them as their primary channels of consumption. This trend underscores the growing influence of video content on consumer purchasing behavior.
JD’s approach to cultivating a vibrant content ecosystem is multifaceted. For individual content creators, the platform offers generous cash subsidies across more than 20 product categories, including electronics, home appliances, fashion, and health, to name a few. Creators who meet the platform’s recruitment criteria can receive weekly bonuses of up to 30,000 yuan, alongside additional incentives such as video playback subsidies and sales commissions.
On the institutional front, JD has established a separate five-million-yuan incentive program. Institutions that successfully onboard a significant number of influencers will receive generous monthly cash subsidies. JD will also provide one-on-one guidance and support to enhance these institutions’ operational effectiveness on the platform.
A key element is the prioritization of high-quality, original content. The platform intends to amplify the reach of such content through algorithms, traffic coupons, and other means, thereby ensuring a richer and more engaging shopping experience for its users.
In a bid to further elevate its content offerings, JD is also in the process of incubating top-tier influencers, with plans to cultivate 100 star influencers by year-end. This initiative builds on the substantial growth witnessed in JD’s content ecosystem over the past year, marked by a 300% increase for “trial + review” videos in key metrics such as orders, user base, and viewing duration. Notably, during the Singles’ Day Grand Promotion in 2023, JD’s video challenges initiative generated nearly 100 million yuan in transactions, showcasing the immense potential of content-driven e-commerce.
JD.com’s latest investment reflects its ongoing dedication to innovation and excellence in e-commerce. By fostering a dynamic and creative content community, JD aims not only to enhance the shopping experience for its users but also to empower creators and institutions with new opportunities for growth and success.
JD Health Interim Financial Report: Focus on Two-Wheels-Driven Growth
