Reporter of the Economic Business: Wang Yubiao Editor of the Economic Business: Liu Xuemei
The comedy opening.
On October 24, JD joined hands to broadcast the second season of the popular variety show " Annual Comedy Competition ", popular contestants Tudou, Lu Yan , and Li Doudou, in the form of comedy, kicked off this year's JD Double 11.
" Daily Economic News " reporter noticed at the scene that the entire comedy sketch focuses on the funny daily life of "love and killing each other" between programmer and product manager, and the kernel still interprets the spiritual core of "Double 11 is more realistic, less routine".
This reminds people of the "out of the circle" of JD Double 11 launch conference in 2020 - in the form of a joint title " talk show conference ", it does not conceal its desire for young consumer groups and many consumer categories that JD was not very good at before. The momentum of seizing high ground in cognitive and purchasing power has started to increase JD.com in the next two years.
And this year, everything seems to have become more "pragmatic". In addition to the regular full discounts and subsidy activities, as well as the pre-sale format that was first launched last year, JD.com has launched new plans on both B and C this year. At the launch meeting of
Double 11, JD.com officially announced the "Top 100 Industrial Belt Support Plan". Photo source: Photo by Wang Yubiao, reporter of Meike,
On the B-end, JD.com's "Top 100 Industrial Belt Support Plan" will launch 267 industrial belt investments on Double 11 this year, using new "factory stores" to expand the capacity of the commercial field; on the C-end, JD.com's full-link service investment will increase by by more than 50% year-on-year, and it is necessary to increase its investment in services.
has reached its 14th year. Double 11 is no longer an accelerated consumption figure, and it cannot truly represent the vigorous and vigorous Chinese consumer market. The e-commerce path has also accelerated its return to its essence after going through twists and turns: there is no need to find another way to find new ideas. The commercial chassis needs to take advantage of the momentum to accumulate, growth requires resilience, growth requires sustainability, and users need to look at stickiness... Each of these items is more meaningful than the growth of several digits and whether the "sheet" looks good.
"Business Field" expansion:
JD.com launched the largest industrial belt investment promotion in history
The annual promotion can almost give you a glimpse of the current e-commerce market.
Double 11 consumer growth has slowed down obviously, and the growth of new consumption channels is still strong, sharing the chassis of the e-commerce market and creating a rare market increase. New models and new businesses often require long-term market testing, and leading companies will hardly bet on this in the future.
The deep digging of the main business should naturally become the protagonist. As the consumer festival that manufacturers and brands value the most at the end of the year, taking the opportunity to enrich and consolidate the multi-dimensional and multi-field business ecosystem and maintain the balance of the business fields of large, medium and small businesses is a "dark line" buried in JD.com Double 11.
At the launch meeting of JD.com, JD.com officially announced the "Top 100 Industrial Belt Support Plan", covering 267 industrial belts across the country and involving about 40 first-level categories. It is the largest and most comprehensive industrial belt investment support plan in history.
"Daily Economic News" reporter noticed that the "Top 100 Industrial Belt Support Plan" is one of the specific implementation forms of JD Double 11 Merchant Conference announced the "recruitment of new merchants", directly targeting small and medium-sized businesses.
In terms of coverage areas and categories, the reporter learned from JD.com that JD will hold about 70 investment promotion meetings in the fourth quarter of this year. In the future, it will focus on recruiting and supporting new merchants for industrial belts with high concentration, such as the eastern coastal basin, the Yangtze River middle and lower reaches of the river basin, and the Yellow River middle and lower reaches of the river basin, covering clothing, shoes and bags, home furniture, sports and beauty, luxury watches, food, wine and beverage, maternal and baby toys, personal care and home cleaning and other categories. In the
model, the reporter noticed that the new "factory store" model previously launched by JD.com is mainly to help high-quality industrial belt merchants settle in JD.com and supply other merchants as an upstream supply chain. In terms of platform deduction points, JD.com has also given preferential policies such as as low as 0.5%.
Overall, the top e-commerce platforms have a high coverage of large brand manufacturers at this stage, especially JD.com, which focuses on high value-added and 3C home appliances.Expansion in the B-end business field is an inevitable trend, and the industrial belt merchants selected by JD.com are also relatively clever and easy to enter.
In fact, most industrial belt merchants have small and scattered scale, and homogeneous competition is very fierce. Seeking multiple types of online channels, looking for sales opportunities, and achieving new growth is the common demand of industrial belt merchants.
JD's advantages in the supply chain end are an important factor in attracting merchants from small and medium-sized industrial belts to settle in. When the latter will also feed back JD's capabilities on the supply chain end, helping JD gradually gain more B-end markets. JD is looking for new business paths for subsequent scale growth.
Double 11 is undoubtedly the best time to invest. At the launch meeting, JD.com announced that it will launch 300,000 high-quality agricultural products during this year's Double 11, covering more than 2,000 agricultural specialty areas and industrial belts across the country.
service "volume and revolve"
concessions are no longer "traffic password"
In addition to regular full discounts, subsidies, and new gameplay based on concessions, JD announced at the meeting that during this year's Double 11, JD's full-link service investment will increase by more than 50% year-on-year.
, especially JD.com’s price insurance service, further upgraded: almost all physical products participating in JD.com’s Double 11 support price insurance services, and more than 500 million products support 30-day long price insurance, and even products receiving coupons still support price insurance.
reporter noticed that according to the rules, during the entire JD Double 11 cycle from October 20 to November 13, consumers can purchase goods with the "30 Day Price Insurance" logo and complete payment, and can enjoy the service guarantee of buying expensive and refunding the difference through the "one-click price insurance" at any time from the same day, and can apply multiple times, and the price insurance time will be extended to "Double 12".
In fact, JD price protection has always been there. The reporter found that the price insurance service was launched on the JD platform in 2008. Since then, the price insurance experience has been optimized, the product coverage has been expanded, and the price insurance has been expanded, as well as the price insurance from labor insurance to system price insurance. In 2013, JD.com took the lead in launching a 30-day-price guarantee service for home appliances; in 2021, JD.com's one-click price guarantee function was launched; this year, 618 was upgraded to a coupon and can also be guaranteed.
In addition, the upgrade of price insurance services is also reflected in the logistics side. On September 29, the new insurance service "full insurance" launched by JD Express for personal delivery scenarios was officially launched. Consumers can choose the "full insurance" service when delivering items on JD Express mini program to enjoy full compensation within the insurance price range.
is almost the same as the logistics market. When the initial competition between price and scale is almost over, coupled with external factors such as the epidemic, consumers have higher standards for service quality, whether it is the choice of products, price discounts, or the efficiency of fulfilling contracts. What Double 11 requires is no longer just simple concessions, and enjoyment and experience seem to become more critical.
From last year's Double 11, JD.com was the first to propose the concept of "8 o'clock in the evening" so that consumers no longer stay up late and wait, this year they will focus more on the worry-saving and money-saving of every process. Although consumers' love for large discounts is unchangeable, the leading platforms have realized the importance of cultivating user support in big promotions. This kind of platform, a multi-terminal "trust building" with manufacturers and consumers needs to be established during the peak consumption period.
The voice of Double 11 is still endless. The competition among various companies this year's Double 11 seems calm, but the smoke and war will continue to last. "They" all need to fight for the future.
Daily Economic News
