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.