June of 2019 Anniversary Campaign Quite Successful for JD.com
JD.com had an anniversary sale in June of 2019 and it was quite successful as they were able to reach in $29.3 billion in sales.
JD has been one of the most successful retailers due to Chinese consumers liking the high-quality products that they sell.
In 2019, the focus of JD’s retail strategy has been on selling new products. JD uses an exclusive platform to sell these new products as well to bring them to market. This channel also makes it easier for consumers to find and help brands get to the consumers that want them. If you are a consumer of products from lower-tier cities, you can upgrade to products form higher-tier cities.
In lower-tier cities, JD.com makes twice as much. The amount of new JD.com users from lower tier cities is usually higher than the amount of new JD.com users.
JD.com has created two campaigns that involve about 100 million users. One campaign was called the “birthday red campaign” that rewarded and encouraged consumers to interact on social platforms. The other campaign was to get users in their cities to win, share and vote for rewards.
One of JD’s most powerful marketing tools is called Consume-to-Manufacturer (C2M). This tool uses databases and consumer surveys to know what possible future products would be right for certain consumers. JD believes that the transaction volume of C2M products and new products increased by about 300% from the previous year. Last month’s anniversary campaign sold about one of three products sold were C2M products. Zhan 66 laptop, an HP product, sold 100% more during June of 2019’s anniversary campaign.
The Prada Group was also a great beneficiary of last month’s marketing campaign as it authorized some of its brands to be part of this campaign. The Farfetch network became a part of JD during this campaign. This network has 1,000 boutique and brand partners.
Marketing campaigns and new partners made last month’s campaign successful for JD.com. A great book entitled “The JD.com Story: An E-commerce Phenomenon” by Li Zhigang features the unique story of JD.com’s growth and evolution and the strategies and philosophy of its charismatic founder are featured in this fascinating book.
See also: https://www.cnbc.com/quotes/?symbol=JD