Dec 9, 2020|
Report Shows Encouraging Findings about C2M
by Ella Kidron
The newly released McKinsey China Consumer Special Issue 2020 further confirmed Gen Z’s (defined as post-1995 for the purpose of this piece) pursuit of “unique” products and services.
According to the findings, 51% of Gen Z consumers prefer brands that provide personalized products and 53% choose brands that provide customized services. This is good news for JD.com’s Consumer-to-Manufacturer (C2M) initiative, which helps brands and manufacturers bring customized products to market based on real consumer feedback and demand. Consumer preferences are becoming increasingly fragmented and specific, and having the capability to precisely understand and target consumers with the right products and services is key to winning their loyalty. This is especially true as consumers have more and more choices of platforms to shop on.
One area of custom products that draws attention from Gen Z is gaming phones. According to the China Industrial Research Institute, the number of mobile game players in China has reached 630 million. Screen size, battery capacity, heat dissipation capacity and more all affect the experience of mobile gamers. JD has worked with major brand manufacturers to create gaming phones through C2M. Red Magic, Nubia’s gaming phone brand and Black Shark’s 5G gaming phone are just a few examples of some of the products which have sold well on JD. In 2018, Black Shark launched the first gaming phone in China based on JD’s big data analysis. That same year, the first Red Magic gaming phone was also launched, with sales surpassing 10,000 in just 37 seconds.
The C2M model for product development not only improves customers’ experience, but also helps brands gain a deeper understanding of consumer trends and improves sales performance. The initiative also showcases JD’s supply chain strength. Over half of C2M phones sold on JD are gaming phones.
Customized services are another draw for Gen Z, which is less price sensitive as a generation than older generations and pays more attention to the holistic shopping experience. Providing services such as flexible broken screen insurance, full price trade in and more, go a long way in gaining loyalty from younger consumers.
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.
Apr 10, 2024|
JD.com and Lenovo Form Strategic Cooperation to Drive AI Integration
On April 7, 2024, JD.com and Lenovo announced a strategic partnership focused on AI marketing, intelligent supply chains, and AI technology integration. The partnership positions JD.com and Lenovo as leading AI PC partners, with Lenovo targeting RMB 120 billion in sales across JD’s platforms within the next three years. The collaboration will be focused on accelerating the adoption of AI PCs and making smart devices more ubiquitous in households.
During the signing ceremony at JD’s headquarters, Sandy Xu, CEO of JD.com, highlighted the enduring collaboration between JD.com and Lenovo, predicting a surge in consumer demand and industry-wide innovation. Leveraging JD’s digital supply chain capabilities, the aim is to enhance consumer experiences for both individuals and enterprises.
Liu Jun, Executive Vice President and President of the China Region of Lenovo Group, underscored the significance of JD.com as a vital strategic partner in Lenovo’s AI-focused strategy. This collaboration intends to establish a comprehensive AI industry ecosystem, covering everything from AI PCs to servers and integrated solutions.
The partnership is structured around three principal goals: deepening collaborative efforts on Lenovo’s extensive AI products, solutions, and services; acting as mutual pioneers in the AI PC domain to encourage adoption via JD’s exclusive product launch deals; and working together to cultivate an AI terminal industry ecosystem that enhances the consumer experience.
In line with JD.com’s recently announced mission “Making Lives Better through Technology,” the company is committed to providing robust supply chain technology, integrating AI into physical scenarios, and offering more convenient and affordable consumption options.
JD Courier Awarded for Ensuring Medicine Reach Child in Need
