Today, "new" consumption has become the main theme of current consumption upgrades. The endless emergence of new products continues to bring more surprises to people's lives and also changes the public's consumption trends. For brands, new products can not only achieve an explosion in current sales, but also bring benefits such as brand reputation and crowd equity, which can also sustain the continued growth of business.
How to quickly popularize new products? This is the appeal of many brands and manufacturers. In order to help more brands "grow into the new" and promote more new products that are "hot products", JD Electric has launched "Unlocking the Password: JD Electric New Product Launch Complete Marketing Manual", based on the development status of the 3C category, new product trends and new product launch pain points Analysis, the "New Product Digital Marketing Methodology" was created, and the methodology application strategy scenarios and excellent cases were analyzed in detail, providing very practical guidance and tools for brands to improve the success rate of new product marketing, helping new products to hit the market and brand business to grow healthily.
Do these "five forces" well and unlock the "hot code" of 3C new products.
New product launches are becoming more and more important, but a good new product marketing campaign is not so easy to achieve. There are countless new products on the market every day, among which only a handful of new products can become "hot hits". The reason is that when marketing new products, brands often encounter pain points such as lack of direction in launching new products, unreasonable matching of marketing resources, long new launch cycles, unstable traffic, low goal achievement, and few word-of-mouth recommendations. Any shortcomings in a certain link will directly affect the final effect of new product marketing.
has accumulated a lot of experience in new product launches. Jingdong Electric has summarized the methodology in five stages of new product launches, including the new product research and development period, warm-up period, first sales period, flat sales and explosive product cultivation period, and output the "Five Forces Model of New Product Marketing". The five forces are product power, communication power, explosive power, sustainability and reputation. By grasping the core factors of each force in the five-force model, it helps brands improve the winning rate of new products.
Specifically:
focuses on the strength of new products during the research and development period. Product strength is a measure of the ability of new products to achieve efficient market penetration. Through the JD.com C2M intelligent manufacturing platform, Venus and other capabilities, we can judge the new product track, competitive potential and pain point demand for the consumer market, and scientifically choose the direction of new product research and development to leverage more penetration of the category track;
focuses on the communication power of new products during the warm-up period. Communication power is a measure of the ability to efficiently preheat and store new products on the market. Taking the characteristics of new products as the starting point, matching resource channels such as JD.com’s Rubik’s Cube, formulating marketing communication strategies, through reasonable and efficient marketing resource layout and joint communication of global content, we can obtain more and more effective market volume, achieve efficient water storage and deep planting;
focuses on the explosive power of new products during the outbreak period. Explosive power is a measure of the explosive growth rate and GMV achievement of a new product during the first sales period. By further digging into consumer mental types and channel strategies, real-time optimization of product performance analysis is achieved to achieve dual efficiency improvements in human-market matching, and improve the conversion of new products to first-sellers and media efficiency;
focuses on the sustainability and reputation of new products during the explosive product cultivation period. Sustainability is the ability to continue to maintain the popularity of a new product and increase GMV after the first sales period of the new product, by guiding the early stage crowds to continue to convert, thereby expanding the size of the core population; reputation is a measure of the ability of a new product to quickly accumulate praise and recommendation value, and improves the long-term conversion efficiency of new products by stimulating user praise and high praise.
The release of Jingdong's new product digital marketing methodology links the marketing investment of new products with business goals, and summarizes the successful new product marketing formula through scientific analysis and attribution . The methodology runs through the entire marketing cycle of brand new product launches, closely integrates the two key forces of "brand and e-commerce" in the new product campaign, and deeply explores the key influencing factors of new product GMV, which has key guiding significance for improving the winning rate of new product launches.Before the launch, JD’s data insight tools are used to empower brands to formulate market insights, marketing resource portfolios, and grass-planting strategies, and combined with JD’s rich marketing resources to warm up new products; after the launch, e-commerce is empowered to improve efficiency among the crowd, quickly create explosives, secondary marketing, and word-of-mouth fission to maximize conversion effects.
can find that JD Electric’s “new product digital marketing methodology” can not only build a full-link marketing service for new products, but also help new products link resources in various sections of JD’s ecology, achieve global planting and centralized explosion of new products, and at the same time lay a solid foundation for the continuation of new product popularity and subsequent sales.
Behind the "new product digital marketing methodology" is the redefinition and theoretical upgrade of brand growth
Through the application and practice of new product marketing methodology, JD.com and brands have accumulated a large number of excellent cases.
took the HP notebook and 66 fifth generation as an example. By analyzing the selling point characteristics of new business notebooks, it applied its product power to accurately target the crowd to accelerate the breakthrough, established full-link sales indicators, linked external voice and on-site undertakings in terms of communication power, and used methodologies to adjust and optimize marketing strategies. HP achieved outstanding results during the Jingdong Computer Festival, with single product sales ranking top 1, and UV order conversion rate higher than that of the previous generation.
In addition, as a representative of high-end phones, Samsung's foldable screen mobile phone has used the "Pioneer Plan" and the application of new product methodology to explore iterative functions and demand crowd clustering, deepen the key elements of communication power, and link online and offline marketing resources inside and outside the site to further detonate new product traffic. The CTR of off-site channels exceeds the brand market html by 32 times, and the CPC is far lower than the industry level, effectively empowering new product marketing efficiency.
Not only that, OPPO has made a strong entry into the high-end headphone category through new headphone products. Through in-depth communication power, it has created advertising + content linkage to improve grass-planting efficiency and build OPPO's high-end mentality.
Little Genius Phone Watch Z8 is a customized blockbuster new product. It uses the media matrix combination of communication power to increase the marketing popularity of aerospace co-branded new products, realize the cultivation of consumers' minds before and after the launch, empower the sales of new products on the platform, and provide an effective landing strategy for the explosion of new products. Through the application of JD.com's "new product digital marketing methodology" and the ability to aggregate ecological resources,
can not only help brands launch new products to increase sales, but also cooperate with JD.com's overall supply chain capabilities to help brands achieve marketing efficiency improvements, digital intelligence and transformation and upgrading, while bringing more protection and better consumption experience to consumers, achieving a "win-win-win" for JD.com, brands and users. In the future development process, JD.com will continue to leverage its advantages in digital intelligence and cooperate with more brands in the omni-channel marketing process to promote the launch of more new products that meet user needs. At the same time, it will accelerate the breakthrough of new products and help brands achieve new products that are "hot products."
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