The annual 11.11 JD Good Products Festival will kick off in less than a month. At the launch conference of the 2019 "11.11 JD Global Good Products Festival", Li Yalong, general manager of the notebook business department of the Computer Digital Business Department of JD Retail Group, looked back on the stories of brand manufacturers and JD.com. There is no doubt that user satisfaction is JD’s biggest pursuit, and the reason why brand manufacturers can receive "numerous praises" is inseparable from JD’s unremitting exploration of user needs.
A few years ago, the notebook market was highly homogeneous, and exploring new industry growth points through product differentiation has become the key point at the moment. However, for JD.com, user ideas are the best "source of inspiration". In 2016, when big data analysis was not so mature, in order to better listen to users' voices, Li Yalong invited users from all walks of life to visit JD.com. In the form of "user deep visits", JD discovered that there were huge differences in the demand for laptops for office workers and gamers. Based on this, JD.com subdivided the original regular laptops into categories and created two new subdivided categories, thin and light laptops and gaming laptops. Driven by JD.com, in just four years, conventional notebooks have dropped from 56% of the original market share to 5%; while gaming laptops and thin and light notebooks have increased from 44% of the original market share to 95%.
However, JD has not stopped listening to the "user voice". In addition to using C2M to explore new sub-categories, JD has also created many popular laptop products based on "user evaluation". For example, HP Shadow Elf series gaming laptops, which is a product that is highly sought after by users. Through the evaluation of game notebooks by users on the JD platform, JD found that gamers have high requirements for the cooling and screen size of game notebooks. Based on this, JD and HP launched the first generation of Shadow Elf gaming notebooks, which were popular among consumers as soon as they were launched.
Now, JD and Shadow Elf series have gone through the fifth year together, from the first generation of products to the latest fifth generation. In the research and development of each generation of new products, JD will continuously analyze the advantages and disadvantages of the previous generation of products through "user evaluation" and improve it. Li Yalong said: "When we are doing the research and development of the next generation of products, we don't have to do anything, just look at the negative reviews of the previous generation." Today, Shadow Elf has achieved a cumulative sales of over one million units, with sales of nearly 20 billion yuan. Taking "user evaluation" as the breakthrough point, JD.com and HP have jointly created a new gaming laptop dynasty.
From exploring new market segments to creating popular gaming laptop products, JD C2M has always taken the first priority of exploring user needs. JD.com promotes brand research and development based on user needs, allowing every user to be their own product manager and presents the best products to consumers. In addition to listening to users' voices from product configuration, relying on C2M's refined supply chain, JD.com has also found the best solution for product pricing. Price and configuration are two-way, allowing brand manufacturers to win the PC market with price differentiation when product configurations are converged.
Now, JD.com 11.11 has entered the countdown stage. It is reported that 90% of new PC brands will be launched on JD.com, and nearly 2 million exclusive JD.com computer digital products are online for consumers to purchase. What C2M hot products will stand out in this shopping feast? Let's wait and see!
