Nov 8, 2019|
JD’s Marketing360 boosts growth for Dyson in China
JD.com is using its advanced technology to empower yet another group, advertisers, helping companies like renowned home appliance company Dyson win in China. When Dyson decided they needed to boost sales in the country while maximizing their marketing resources, they turned to JD and its innovative Marketing360 platform. Leveraging Marketing360, Dyson and JD.com were able to target potential Chinese customers with an unprecedented degree of accuracy and efficiency.
Dyson’s decision to partner with JD.com comes as China has become its fastest growing market, and is expected to be its largest market by 2021. During JD’s “6.18” anniversary shopping festival this year, sales of Dyson products increased 60% year-on-year. JD is now Dyson’s largest retail channel globally.
“JD’s Marketing360 platform is an incredibly powerful tool for connecting brands with the Chinese market, as we’ve seen through our partnerships with Dyson and other leading brands,” said Paul Yan, President of JD Retail Business Growth. “Our tech-driven model enhances user experience by bringing consumers the products and content most relevant to them.”
JD Marketing360
JD’s Marketing360 platform formulates marketing solutions through its unique “4A” model which systematically identifies customers in four different categories: 1A – ‘Aware,’ 2A – ‘Appeal,’ 3A – ‘Act,’ and 4A – ‘Advocate”:
- 1A Aware – users who have been exposed to the brand via advertisements
- 2A 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
- 3A Act – users who make a purchase, write product reviews, and/or use after-sales services
- 4A 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.
Marketing360 tailored for Dyson
In Dyson’s case, JD’s Marketing360 platform utilized the “4A” model to identify 1A and 2A users, and also identified users in five closely related categories who had strong potential to purchase a Dyson vacuum. The five categories were:
- Baby and maternal products buyers: young parents eager to ensure a clean and safe environment for their offspring;
- Gift givers, with recent trends showing Chinese consumers now often favor buying Dyson products for loved ones due to their practicality and high quality;
- Auto accessory shoppers: car owners who have a need for car vacuums;
- Pet products shoppers;
- Home furnishing products shoppers who are likely to buy vacuums for their new homes.
Based on this analysis, JD can help Dyson forecast the sales of different user groups and rationally allocate marketing resources to attract users and boost sales.
JD and Dyson also worked to develop several video advertisements tailored to different categories of consumers. Tailored scenarios included people with allergies using a Dyson vacuum cleaner to clean their beds, pet owners cleaning animal hair and parents who want a safe and clean environment for their children.
The videos were then promoted throughout JD’s vast ecosystem of partners, including video streaming site iQIYI, social messaging service WeChat, and news platforms like Toutiao and Baidu.
Dyson’s experience with the JD Marketing360 platform shows how JD’s cutting-edge technological infrastructure can help advertisers overcome common bottlenecks within China’s digital marketing landscape, and address the major challenge of turning traffic into sales. As a result of the campaign, Dyson tripled the efficiency of its new customer acquisition for vacuum products, and the sales on JD during that month exceeded expectations by 22%. Dyson continues to use the model to better target its users.
Mar 27, 2020|
JD Super’s Livestreams Foster Tea Culture and Drive Sales
by Tracy Yang
JD Super, China’s largest online supermarket, recently held its “JD Super’s Tea Festival 2020”, when tea sales increased by almost 100% during the peak sales day.
This year, JD Super engaged numerous influencers and experts to participate in livestreams to help improve Chinese tea enthusiasts’ understanding of tea. Participants for over 200 live broadcasts included intangible cultural heritage tea authorities and tea experts from major traditional tea brands, who focused on how to identify quality tea, how to make and serve it, and how to taste and appreciate it.
One of the most popular livestreams was a two-hour broadcast of Anhua dark tea hosted by Chen Canping, deputy magistrate of Anhua county, which attracted nearly 70,000 viewers and generated sales of RMB 300,000.
JD Super is always committed to providing the most authentic tea from early spring for Chinese consumers, focusing on improving delivery efficiency, ensuring tea quality and improving the customer experience.
The tea industry greatly values authentic origin, pure tea leaves, and the precipitation process, all which have helped traditional tea brands secure trust from consumers over time. JD Super has strict standards for selecting tea and provides tea brands with support in big data, traffic and operations. These act as the guarantor for Chinese consumers to access high-quality tea products on JD.com.
In addition, JD Express has developed a supply chain solution for spring tea, including tea collection, packaging and delivery to tea gardens, reducing unnecessary steps to ensure fast delivery. JD Express also leverages highly efficient transportation resources, including cargo and high-speed railways to deliver the spring tea to Chinese consumers in 300 cities within 24 hours, rapidly delivering taste and freshness.
Mar 26, 2020|
JD Supply Chain Alleviates COVID-19 Impacts, Facilitates Industry Resumption
by Yuchuan Wang
During the epidemic, JD has been continuously delivering daily necessities for consumers and aid supplies to the epidemic epicenter in Wuhan, Hubei province, all based on the company’s investment in next-generation infrastructure, including its in-house logistics network, smart supply chain and technology innovation over the last decade.
Guarantee national supply
As the world is under the stress of COVID-19, the importance of building strong supply chain capabilities is being emphasized repeatedly in helping economic recovery. According to Sarah Watt, senior director at Gartner Supply Chain, “Supply has been impacted in three primary ways: limited access to employees due to quarantines, factory closures or manufacturing slowdowns and limited access to logistics to move goods.”
Thanks JD’s early investment in smart supply chain, which dates back to 2007, the company has been able to be extremely agile in supplying goods during the epidemic period. JD collaborated with suppliers to efficiently allocate goods, worked with manufacturers to resume production based on big data analysis and maintained continuously delivery across the country, even in Wuhan.
From January 20th to February 28th, JD supplied 220 million products to its nationwide consumers including 290,000 tons of rice and flour, eggs and vegetables. JD Logistics transported 50 million medical supplies, and JD Health collaborated with over 13,000 offline pharmacies to provide 30-minute delivery service.
JD’s supply chain also helped 3,900 tons of agricultural products that risked becoming unsellable due to the coronavirus outbreak to be delivered to consumers nationwide. For example, in Hefeng county, Enshi city in Hubei province, JD helped 350 local farmers make 50 tons of citrus for sale online, with over 1,500 orders per day.
Help brick-and-mortar stores resume business online
Through various omnichannel solutions, JD is helping tens of thousands of offline stores resume business online.
With the help of JD, over 700 Five Star Appliance’s stores are transforming into community warehouses to supply online orders from social platforms such as WeChat groups. It also helps JD sell online inventory, which is fulfilled by JD Logistics.
Based on Location-Based-Services (LBS), JD’s online sales events are enabling offline stores to interact with and deliver to its surrounding consumers. In addition, JD Live helps offline stores conduct live streams to attract consumers.
Ensure enterprises resume operations
TIEM is a manufacturer for gaming products in China. Affected by COVID-19, the company faced factory shutdown. JD quickly provided support in warehousing, logistics and supply chain financing for TIEM, helping the company fulfill its backlogged inventory and reach even more consumers.
At the same time, the company has helped support work resumption needs such as office supplies, protective equipment and services. JD’s enterprise procurement business JD Business has served over 1.3 million enterprise clients since the outbreak.
JD’s strong supply chain ability helped Chengdu Railway source and supply 60,000 protective supplies in as few as 48 hours.
JD also helped Deyin, an MRO (maintenance, repair and operations) products supplier from Qingdao, Shandong province, sell nearly RMB 1 million in products in half a month, helping the company increase revenue even when operations were temporarily shut down.
To get a sense of JD’s smart supply chain capabilities, take a look at the graphic below:
JD.com Helps Farms Go Digital to Bring Safer, Healthier Food to Chinese Customers
