Review of JD.com’s Double 11 Operation: How to Carry Out JD.com’s Flagship Marketing Activities

Described from the perspectives of traffic distribution, traffic quality and efficiency, and traffic ROI; this article is the "3rd content of e-commerce operations ", and will focus on flagship marketing activities such as JD.com's Double 11, 618, and 3C Shopping Festival as examples, and integrate the highlights of each platform for Double 11 this year, reviewing and reviewing the entire operation of "e-commerce marketing activities", as well as how to carry out a large-scale marketing event at the level of Double 11 and 618, and the tricks involved.

1. “Food and Grass” of E-commerce Operations and “Connection” of Marketing Activities

From 2015 to the Double 11 in 2017, I have been responsible for 6 major categories and 15 tertiary categories, including network products such as Xiaomi routers, photography and video products (including drones), headphones and audio products, mobile phone accessories, as well as 3C core businesses such as Xiaomi mobile phones and Xiaomi smart devices. In the JD marketing operation department, I was fully responsible for the full operation of flagship activities such as JD 3C Shopping Festival, JD 618-3C Home Event ( the event performance was very successful, with a record conversion rate ), and JD Double 11-3C Home Event Planning. This makes it more convenient for me to review marketing activities comprehensively from two aspects: business and event.

As the saying goes, food and fodder must be prepared before troops move forward; in e-commerce operations, what are food and fodder? There are only two core elements: first, boundless brand support on the business side, full product supply and very competitive prices; second, large-scale traffic introduction to comprehensively cover accurate traffic in all scenarios and categories; and between these two core "food and grass" are marketing activities that undertake and connect! A successful marketing campaign is to better present the borderless brand + global products to users, to maximize the distribution of the acquired large-scale traffic to all brands and products, and finally complete the conversion and complete the business loop through the gold purchasing process.

2. The right time, right place, and right people for a successful marketing campaign

So what factors are needed to carry out a successful marketing campaign and connect the above two core elements? ——The organic combination of the right time, right place and right people:

1. Time

From the overall economic environment to industry evolution, from current affairs and news hotspots to brand/single product potential...this is a good rhythm of the general trend! For example: the Double 11 Shopping Festival, Jack Ma ’s new retail theory, the launch of Xiaomi’s full-screen MIX, the launch of Apple’s new iPhone X, JD.com’s 618, the New Year shopping peak period, Xiaomi Mi Fan Festival, etc., are all boosters. Whether to choose to follow or not, whether to add fuel to the fire or go with the flow, whether to choose to follow closely or to do activities at off-peak times, whether to choose to create a new promotion node or to help create it together, all require a clear strategy and clear positioning before the launch of the activity.

2. Geographical advantage

Playing at home or away, being an industry leader or a follower. Different geographical advantages will result in different strategies when planning a marketing campaign. For example: The 3C field has always been JD.com's home turf. As an industry leader, it has a unique home advantage regardless of whether it is playing at home on 618 or away on Double 11. So the positioning is how to continue to expand its market share, how to maintain its leading advantage, and how to continuously shape the brand value of the leader. The strategies chosen include exclusive launch of new products, exclusive prices for popular products, exclusive supply guarantees for category inventory, and full business participation of brands. If it is a follower, the positioning and strategy will be unique, such as intercepting traffic in advance, improving in segmented areas... All the strange and orthodox methods in business may be used, such as game H5 fission, new media strategy, red envelope war, price war, etc. (I remember that JD.com’s price war, comparing prices with a certain platform, one product was lowered to a very negative gross profit, until the opponent admitted defeat and stopped following the price).

3. Harmony

It is mainly reflected in the support of external brands and internal communication and coordination. Every year around Double 11, it is not uncommon to see news that a certain platform requires merchants to close their stores and "choose one of two". A successful event mainly relies on hundreds of high-quality brands, global best-selling products, and rich categories covering various consumption scenarios. This is the food! It’s the core! Of course, the event also requires cross-departmental resource matching, innovative interactive experience, excellent visual impact, front-end and back-end system technical support, brand strategy innovation, market exposure and promotion , new media/community interactive traffic , active customer service, etc. All of these require the support of multiple internal departments.

3. Brand positioning of marketing activities: values

When it comes to the leading figures in e-commerce marketing activities, none is better than Tmall Double 11 + JD 618, which are like Wudang and Shaolin in the Prajna martial arts! When talking about Wudang, we naturally talk about Tai Chi, and even think of Mr. Ma Yun’s hobby, which is like a master of a school; if we talk about Shaolin, there must be 72 unique skills, which are extremely powerful... The two are respectively the pillars of the South Sky, but at the same time they are also clearly distinguished, with clear positioning, and each has its own values.

Looking at the brand and slogan changes of Tmall Double 11 and JD 618 in recent years, we can clearly see how to effectively position the values ​​of a marketing campaign!

1. A deep exposure of the brand’s sense of mission. The Tmall logo has been added since Tmall’s Double 11 in 2016, and the Tmall brand has been added again this year during Tmall’s Double 11. JD.com’s 618 brand has also been more clearly defined since 2017. Through the change of brand and slogan, we deepen and emphasize the brand attributes of Tmall/JD.com and the sense of belonging of marketing activities, and emphasize the characteristics of home field battle.
2. The inheritance and transmission of the brand. From Tmall's shopping carnival to global carnival, from JD's 618 party to 618 quality shopping festival to mid-year shopping festival, the brand positioning of marketing activities is constantly evolving, but the values ​​have always been continued;
3. Positioning and undertaking of business. From shopping on Tmall → global shopping, from shopping at JD.com → quality shopping → national mid-year shopping, the business of marketing activities has been expanding and is widely publicized through the brand slogan of the event!

The following is a marketing activity planning case for JD.com’s Double 11-3C main event in 2016. My thoughts on 3C brand positioning and how to consider brand extension and value continuity in the overall 3C marketing activities throughout the year, including how to inherit the quality connotation of JD.com's main brand;

Background → In April 2016, JD.com 3C launched the "3C Shopping Festival" marketing event, which was second only to the 618 event in the first half of the year. In June, JD.com 618 was launched again, and JD.com's main brand "Quality Carnival" was launched. 3C launched the 3C Quality Upgrade Shopping, which was both a continuation of quality and a continuation of the 3C Shopping Festival.

Inspired and extended by this question, we considered the values ​​of JD.com’s main brand on the one hand, and the goal orientation of marketing activities on the other hand, and thus came up with the values ​​of the 3C main field; this also matched JD.com’s development trajectory and was in line with the evolutionary direction of user experience and demand;

Of course, in addition to brand positioning, any marketing campaign also needs to clarify the following four points:

1. Business positioning: The core of e-commerce marketing activities is sales-oriented, with GMV, gross profit, customer unit price, etc. as business indicators; during this period, through refined traffic distribution work, help the business achieve high performance;
2. Communication positioning: The positioning of e-commerce marketing activities is brand communication. Through big promotions, the recognition, reputation and image of the main brand + sub-brands in the minds of consumers are continuously strengthened;
3. User positioning: The positioning of e-commerce marketing activities is to attract new users. Tmall Double 11, JD 618... all have such a mission. Through high-quality and effective drainage and new user marketing, they help various businesses accumulate more new users and maintain the scale growth of users!
4. Public relations positioning: Another important positioning of e-commerce marketing activities is PR, which helps brands and businesses to create good public opinion and news hotspots in the industry and various fields, and to create event marketing and promotion for brands and businesses.

4. The rhythm of marketing activities: top-level architecture design

Marketing activities such as JD.com's 618 and Tmall's Double 11 not only have an absolute blowout effect on the business, but also expand channels , optimize the supply chain, facilitate positive communication and support for brand owners, and have miraculous effects on brand dissemination, new media acquisition, and media activation; therefore, they are bound to be activities that attract the attention of the whole nation, are jointly operated by the entire industry, are promoted by the entire group, and are fully supported by management! Externally, the whole nation and the entire industry are paying attention to it, activating consumption power and promoting GDP; internally, we are safeguarding the KPI indicators of each division and business team.

During the Chu-Han Contention, Han Xin, one of the Three Greatest Heroes of the Early Han Dynasty, said: How many generals, how many logistics soldiers, how many baggage soldiers, and how many archers are needed to command an army of one million? To win a war, soldiers need to perform their duties, and the same goes for a marketing campaign! Some of the planned activity sections are positioned for brands, some for sales, some for traffic, some for GMV contribution, some for attracting new users, and some for conversion rates... User needs are numerous and each person has his or her own unique needs! Some users are keen on quality brands, some like the sense of participation in "shopping", some like the thrill of buying popular items, and some like to try new products...

So, what content should be promoted on what date, and what product should be set up in what section? With the top-level architecture, the goals will be clearer and more targeted, and they can be implemented better. The top-level structure determines the quality and efficiency of the underlying operations. Only by setting up the overall architecture of the page/product according to the user experience or traffic portrait can it be possible to achieve on-demand customization, precision marketing, meet the personalized needs of users, and accurate traffic distribution! Therefore, it is generally necessary to launch a timeline roadmap or a shopping calendar (the types are not limited to these) to meet the personalized needs of users! For example: this year's Double 11, and the previous 618 and other examples;

Specifically, it can include different rhythms such as warm-up, early stage of activity, mid-stage of activity, climax period, encore, and long tail. Each category can be further refined to daily and weekly levels. During the climax period, it can even be refined and precise by the hour.

5. Refined operation: Make the best use of resources and talents

As mentioned above, the top-level structure determines the quality and efficiency of the underlying operations. The planned activity sections should perform their respective duties. Some should focus on brand positioning, some on sales, some on traffic diversion, some on GMV contribution, some on attracting new users, and some on conversion rate...

But how to plan the layout specifically? It should be noted that different arrangements and combinations often result in vastly different results in the resulting data.

first

Taking the relevant data of JD.com's 618 Shopping Festival in 2016 and JD.com's 3C Shopping Festival in April as an example, let's analyze the differences in activities at different stages:

(1) Changes and control of the overall rhythm

The figure below shows the conversion rate change trend of the 3C main venue during the 618 period in different activity nodes: the warm-up period, mid-activity period, climax period, and return period. The climax period is naturally the highest. Generally speaking, the warm-up period will be lower because users will look forward to the arrival of the official event and will not rush to place an order. However, excellent performance can be achieved through reasonable operation strategies. As shown in the figure below, the conversion rate in the warm-up period before June 1 has been high and relatively stable. Therefore, when planning a marketing campaign, it is necessary to reasonably and carefully divide the time nodes and operation rhythm, so that the expected performance can be achieved in the end.

(2) Differences between categories

The following chart shows the year-on-year ROI of the JD 3C main venue and other venues that I was responsible for during the 618 period in 2016. Judging from the data, the conversion rate of the 3C main venue was far ahead of other venues. It is also obvious that there are natural differences in demand between different categories/products, and reasonable planning of goals is required.

(3) The attractiveness of the sector

The figure below is the ranking of the TOP15 conversion rates of JD.com's 3C main venue. Excluding the differences in PV in different areas of the venue and the positions of the sections, in terms of the overall probability for 15 consecutive days, the following TOP15 basically represents the user intention trend and user demands in the 3C main venue. Different sections have different attractiveness, some sections have strong traffic-generating capabilities, while others have weaker capabilities, so when planning an event, you need to be inclusive and also need weighted rankings. Take the final activity goal as the KPI and work backwards to the layout of the section.

Recognize the value of different nodes/businesses/sections, make the best use of people and resources, and ultimately good results will be as expected. Therefore, to carry out a good marketing campaign, it is necessary to match the operational rhythm, the category sorting at each node, and the section layout at each period. When it comes to the actual business, it is necessary to grasp the characteristics and differences between different products such as brands, categories, hot-selling products, new product launches, new product pre-sales, super flash sale products, inventory products, and mass-market products, as well as their arrangements and combinations.

[Additional note: E-commerce marketing activities generally also have sections such as brand carnival, category vertical venues, hot sale, new product feast, and bulk purchase in the field of fast-moving consumer goods. For clothing categories, there are entrances such as autumn new clothes, trendy women's clothing, and big-name men's clothing based on key user needs. Due to space reasons, reference pictures will not be shown here. Please refer to the Double 11 Tmall/JD event venue for details.]

Furthermore

The goal of a marketing campaign is ultimately to land on key indicator data such as PV, incoming orders, average order value, conversion rate ROI, ratio of new and old users, visit depth, page dwelling time, traffic penetration rate, hot search keywords, etc.; how to improve it? The following will discuss each indicator one by one:

Let’s first look at three data examples from the 3C Shopping Festival:

• In the 3C arena , despite the lack of unique business resources and a large amount of market extrapolation (invalid PV), the conversion rate of 3C venues is still ahead of the conversion rate of computers and digital products.
• It is generally understood that if you make small profits but quick turnover, then the conversion rate will definitely be high. The 3C main venue, with a higher conversion rate than other branch venues, still maintained a very high customer unit price through operation;
• Users themselves are very goal-oriented . For example, the direct goal orientation of the 3C comprehensive venue and the mobile phone sub-venue will naturally be significantly different, and will be weaker than that of the sub-venue. Even so, with reasonable operation, the key indicators of the 3C venue are also very high.

Operational summary: With the improvement of key indicators, everything is possible!

(1) PV and incoming order trends

Incoming orders and PV are a pair of closely related indicators, and the slope/pace of their curves are basically the same. Generally speaking, on promotion days with larger PV, incoming orders are also larger. Similarly, when the strongly correlated PV is larger, the corresponding related business will naturally increase orders significantly. For example, the following data from the 3C Shopping Festival:

• The days with significantly higher computer GMV are: Lenovo Day, Image Day, Tablet Day, Game Day, Internet Day, High Tide Day, and Office Day;
• The days with significantly higher mobile phone GMV are: Xiaomi Day, Lenovo Day, Tablet Day, and the peak period. Mobile phone GMV is significantly higher on weekdays than on weekends.
• The days when digital GMV is significantly high are: Xiaomi Day, Lenovo Day, Image Day, Tablet Day, Internet Day, and climax period.

Operational skills : Some brands or businesses can contribute to performance beyond expectations, such as APPLE. At this time, you should focus on high-quality PVs and direct all traffic to the corresponding business. If you focus on one point, the results will increase exponentially.

(2) Average order value trend

The following figure compares the average customer spending during the 618 Shopping Festival and the 3C Shopping Festival. In fact, the promotion intensity and scope of the 618 Shopping Festival are much greater than those of the 3C Shopping Festival, but the average customer spending is only slightly lower than that during the shopping festival, and it still maintains a relatively high value overall, which is very stable, thanks to good operational management.

• Operational skills : High unit value + hot-selling form (whether it is a single product or a set) has a very good benefit feedback for increasing the overall customer unit price; such as Apple series, Lenovo notebooks, beats headphones, photography and video products, etc. If it is a promotion day related to digital products, the overall customer unit price will be lower, such as network products, accessories, etc., because most of the related business items are low-unit-value products, which directly reduces the overall customer unit price contribution;
• Operational skills : The unit value of accessory products themselves is relatively low, but through solution-based package sales, the results have changed significantly. For example, on Network Day, the unit price of network products is relatively low, but the unit price contribution of the main venue customers on that day is >500, and the effect is obvious.

(3) Conversion rate ROI

The following figure shows the overall conversion rate trend of the 3C Shopping Festival.

Operational skills : Comprehensive venues are more effective than single venues: the conversion rates of the climax period and 3C comprehensive are significantly higher than those of the category period and the brand period; according to the business dimension: mobile phone ROI> digital ROI> computer ROI> office ROI, 3C venues are all in the form of "comprehensive venues"; it is more effective to use mobile phones + digital/computers + technological innovation digital products as interest points and visual drivers;

Operational skills :

• High ROI and high unit value brands: such as Apple, should be given the highest priority in marketing activities;
• High ROI and low unit value brands: such as Xiaomi, should be given the second priority in marketing activities;
• Low ROI and high unit value brands: Lenovo Day, all high unit value products, low conversion rate, and fair GMV; medium priority;
• Low ROI and low unit value brands: Some brands have significantly lower overall ROI, which is even more different than Xiaomi. On the same PV basis, without considering the unit price, they have the lowest priority.

Operational skills :

• The impact of market extrapolation: A large amount of extrapolation will bring in a lot of invalid PV, resulting in a drop in conversion rate; market promotion can easily bring in PV, but there will also be a lot of invalid PV, so the media communication and PR of marketing activities should be more precise, especially in targeted activities;
• Impact of invalid sections: During the 618 period, the 3C venue added more columns such as sign-in and 3C upgrade purchase in some periods. Relatively speaking, the conversion rate dropped by about 2%-3% when the overall PV did not change. Due to the small amount of content and poor user experience, and the excessive amount of content, the conversion rate itself is extremely low. This type of promotional module is even more detrimental to the page effect.

(4) Ratio of new and old users

If the proportion of new users in a large-scale promotion venue is too high, it means that the company's old customer churn rate is too high, which is not conducive to the long-term and stable development of the company; on the contrary, if the proportion of old users in a large-scale promotion venue is too high, it means that the company's new customer acquisition cost is too high, which is even more detrimental to the stable development of the company; the best ratio in the stable period is about 20%-35% [referring only to the proportion in marketing activities], which means that more old customers identify with the activities and visit them many times; the activeness of old users who have settled is one of the evergreens for the long-term development of the company, which is very important; [Supplementary explanation: If it is a period of rapid development, then 50%-90% of new users is possible. At this time, as long as it is helpful to the business, it can attract new users and promote conversions, which is valuable]

Operational skills : Low price is always one of the most effective contents of a big promotion. During the 3C Shopping Festival, super price tools such as 1 yuan grab treasure + 9.9 lucky bag were used. Judging from the number of clicks , the effect was very obvious, and the number of clicks was significantly higher than that of other sections. The 1 yuan grab treasure was very high in the same environment, which helped 3C to divert traffic on a large scale.

Operational skills : The proportion will be different at different operation nodes. If more and more new users gradually become old users with the promotion in the warm-up period, then the proportion of new users will drop slightly in the middle of the activity, which means that the work effect of the warm-up period is relatively obvious.

(5) The effectiveness of hot search keywords

In order to better carry out refined operations, the main venue launched several sections, which provided users with rich, comprehensive, and value-for-money quality products through different positioning. From the data analysis results in the figure below, each business section has its own advantages, and the overall conversion effect is as follows:

• 100% of the mobile phone section was selected: far ahead of other businesses, mobile phones are a rigid demand, and the effect is very prominent;
• 80% of the digital products were selected: As the business with the most intelligent and innovative products, and because the digital products have a low unit value, many of them are around 100 yuan, so the conversion rate is higher;
• Computer: Computer, office, and GAME+ products generally have a larger unit value, and their conversion rate is slightly weaker than that of mobile phones and digital products.
• Comprehensive section: Star stores, super brands, Jingxuan combination, new product preview, and discount packages are high-quality comprehensive sections in operation, and their overall conversion is significantly higher than that of business sections, which further confirms that the comprehensive business effect is greater than the single business effect, and the project control effect in the early stage of operation planning;

Then, based on the data performance feedback, we further implement the hot search keyword strategy and distribute the traffic, as shown in the following figure:

In the general navigation on the left side of the main venue, hot search terms, keywords, and feature words are added to help each business import traffic. From the results:

• Mobile phone: far ahead of the rest, the only keyword to exceed 100,000 PVs [and it was at the small entrance below the mobile phone sub-venue, with less visual focus]
• IT Department: Projection TV and GAME+ were launched at the same time, but the ratio of Projection TV: GAME+≈8:1; the result is very obvious - high-quality keywords help the business.

Operational skills : Don’t let users think, be user-centric. The user's inertia, habits and goal orientation are fully reflected in the event. For example, the click volume of the mobile phone and the mobile phone sub-venue is significantly different; words that are more in line with user expectations are more likely to attract users. For example, the two entrances at the bottom of the computer sub-venue were launched at the same time, and the effect was completely different, with a difference of nearly 7-8 times;

6. Venue Operation Logic and Architecture

With a complete top-level architecture design and knowing the main promotion direction of each stage, the next step is to enter the page layout; after implementing the above refined strategy, a logical and reasonable page architecture can be formed naturally;

1. Overall architecture

The following prototype is the architecture of JD.com’s 618-3C main venue in 2016:

• Principle A : 28 principle, give the main traffic to 20%-40% of super single products + hot items + super brands/categories
• Principle B : Each section has a clear positioning and performs its own duties, focusing on GMV, average customer spending, gross profit, new customer acquisition, new product promotion, etc., to ensure overall performance
• Principle C : Some sections of APP and PC are different. Due to its unique terminal experience, the mobile terminal is destined to be a platform that emphasizes interactive experience (pop-up ads, dynamic entrances, etc.), visual focus (full-screen creativity, blurred background, large background, bottom-mounted navigation, top-mounted navigation, curved design, etc.), social sharing ( friend circle , H5, live broadcast + video, etc.), so there will be some trade-offs in interaction and design:

2. Page Layout

Principle: Refined operation, with GMV unit as the core of PV resource distribution, to improve the quality and efficiency of each PV

In 2016, the 618-3C main event cancelled the previous logic of dividing by several major business departments, because the actual rigid demands of users are very direct and precise; therefore, the 3C main event was reformed to schedule all the rigid businesses of the 3C division, and 3C was fully split and refined into each GMV unit; providing more direct and precise traffic to various departments such as mobile phones, computers, and digital products;

VII. Innovation Driving Force

Any successful marketing campaign will have innovative points that attract and retain users, such as fun, novel, interesting, unique, beautiful, interactive, innovative, dynamic, etc.; innovative points that enhance performance contribution, such as shopping processes, pricing strategies, inventory strategies, logistics strategies, social gameplay, etc., will all be powerful driving factors. Micro-innovations in activities are also innovations!

For example, the Double 11 Carnival Night Party launched by Tmall in 2015, the Double 11+618 activities, the use of Ali Huabei/JD Baitiao, the deposit inflation during the warm-up period, technological VR shopping, the online and offline integration of new retail, countdown warm-up, simplified shopping process... Innovation can be reflected at any node, the warm-up period, the mid-term of the event, the climax period, the return period... It can be reflected not only on the shopping side, but also on the product side!

1. Innovation in activity rhythm > Justified

All kinds of activities are generally preheated in advance before they are officially launched. On the one hand, it is to create an atmosphere for the event, exaggerate the atmosphere, build momentum and promote the event. On the other hand, it is also to gather popularity, attract new people and accumulate traffic. Thirdly, it is also to snipe at competitors and expose the advantageous prices of their own platform in advance.

(1) 618 preheating, countdown, starts 6 hours 1 minute 8 seconds in advance

• Good results : From the results, the first day of the warm-up period had the highest overall PV contribution, which directly helped the 3C main venue to achieve a good order volume and super high conversion rate on the first day;
• Operation skills : The core of operation is to occupy the hearts of users, and the preconceived strategy is often easy to achieve this effect and can also bring good results;

(2) Tmall 2017 Double 11 Preheating, Brand Carnival Desktop

The essence of mobile APP is implanted into the PC web page, which is novel and interesting. Moreover, each APP is dynamic, which can play brand marketing videos and show the most valuable interest points. Moreover, each APP is an entrance.

2. Business innovation

Such marketing activities as deposit inflation, golden shopping process, mass-market packaging, 1 yuan treasure hunt, super single product day, super category day, super new product day, super brand day, etc. have been widely used in marketing activities in the past two years, especially in flagship promotions such as Double 11/618;

(1) Deposit inflation, early deposit of users

(2) Direct purchase of super single products to rapidly increase GMV

[Utilizing the 28 Principle + Matthew Effect ] During the 618 event, set up 4 super resource positions in the best first row. I was directly responsible for product selection, selecting the most core and valuable super hit products. Through high-quality PV, I fully amplified the GMV of the hit products, which directly, quickly and effectively increased the ROI of the main venue and the GMV of the business unit;

This year's JD Double 11-digital venue super single product, the design sense is more prominent

• Good results : The daily GMV contribution of the selected super single products is far ahead in the ranking of all categories, and the performance of some single products far exceeds the purchase and sales expectations; it not only directly drives a significant contribution to the GMV of the selected single products, but also as an advertising space , the traffic introduced to the business detail page directly drives the performance improvement of strongly related products;
• Operational skills : During large-scale promotions, super products (or strategic products) will directly become special forces contributing to GMV, and can quickly, effectively and directly increase the overall GMV. It will be fully implemented during the later 618 and Double 11 promotions;

(3) 3C “mass merchandising” quickly increases customer spending

The amount of water a bucket can hold is determined by the lowest board. JD.com has a huge sales volume of low-value accessories. During the 618 event, I introduced a "package solution" operation mode that provides a good user experience, strong purchasing power, and is very helpful in increasing customer unit price. I set up a centralized purchasing section including packages and lucky bags. From the main unit to accessories, users can shop with one click and buy a full range of products from the entire ecosystem, which directly increases customer unit price.

Operational skills : Package and combination sales. After effective testing of nearly 200 virtual package SKUs in 2015, we summarized a 15-word formula: strong correlation, large traffic, super discount, and hot items. Among them, any one of the hot items/super discounts will produce very high-quality results.

(4) Traffic/orders jump directly to the checkout page, quickly improving conversions

The most direct traffic commercialization is to deeply understand every step in the gold purchase process, reduce the number of user jumps, and pay special attention to the user's "rush to buy" mentality; during the 618 period, based on the JD procurement and sales system, the function of direct settlement of discount packages was realized. Users can directly enter the settlement page with one click, maximizing the presentation of purchase discounts and conversion improvement; the final effect was very good, and each product had a significant increase in GMV;

Operational skills : This project brings us 2 inspirations

1. Efficient order conversion : It depends on digging into the details of the user experience, reducing the number of user jumps as much as possible, improving user patience, and understanding the business, users, JD.com's systems, and operational design.
2. Another key point of the conversion of discount packages lies in business-related sales. In 2015, more than 100,000 valid user orders were manually counted. Strongly related business operations were efficiently reflected in the form of discount packages.

(5) Brand innovation and finalization

As mentioned above, brand acceptance and implementation is one of the goals that a marketing campaign must achieve. Take the brand plan of JD.com’s 618-3C main venue as an example. As a 3C main venue, it must have 3C symbols and image performance.

3. Activity function/traffic innovation

Diverse forms and unlimited creativity. Activity function category, can create many wonderful and innovative functions through interaction, vision, front-end, etc.;

(1) Scenario-based design, demand immersion

During the Double 11 event last year, we fully planned a series of scenario-based creative designs for JD.com’s 3C businesses, including mobile phones, computers, tablets, routers, headphones, travel, books, etc. In a marketing campaign, scenario-based design is an eternal theme. Why? Because user needs are rigid and have strong target visions. If it does not attract users and does not provide a sense of demand, users may just glance over and leave no trace, making it difficult to acquire users; for example, planned mobile phone scenarios;

The book scene is planned to adopt the dynamic effect of flipping books and the book scene design;

Another example is the design of JD.com’s 3C project, which has a strong sense of immersion and is scenario-appropriate, and is a typical design innovation:

Of course, there are many more innovations, and the imagination is endless! For example, the planned “JD Red Carpet – adopts the creative design of stars walking on the red carpet, and is in line with JD’s popularity, with an anthropomorphic design. Every purchase and click by users is a kind of attention. Selected hot products walk on JD’s red carpet to be reviewed by hundreds of millions of users, and hundreds of millions of users buy with confidence. They are star-level products that are the sales champions of various categories in JD”…

A successful marketing campaign requires many factors to come together, just like Tmall Double 11. At the same time, in addition to what is mentioned above, efficiency, technology, etc. are also necessary factors for an activity. When I was in charge of marketing activities at JD.com, efficiency was the thing I felt most deeply. When people's cooperation becomes a quick response of the system, efficiency is naturally improved. Technology is iterating with each passing day. Grasping technological trends and applying them to activities can also achieve surprising results. The most typical example is the application of various cool technologies in the 2008 Olympic Games. Since last year, the Internet has begun to pay extensive attention to new technologies and trends, from AR /VR, big data , voice control, robots, to AI artificial intelligence , as well as Tmall's Double 11 Hema Fresh, unmanned supermarkets , JD.com's drone logistics, etc. So when it comes to the activities, can we use our imaginations to try more interesting things? After all, users like new things. By seizing the fun and novel ways of playing in every period, many miracles will be created.

The road ahead is long and arduous, but I will keep exploring... Every marketing campaign will have many highlights that are worth our reflection and reflection, and there are also many wilderness areas that require us to explore together. On the road to connecting users, we should cherish every step we take...

By the way: The series "I'm an Operator at JD.com" has released two articles, "Product Operation and Management under E-commerce Thinking" and "Traffic War". I'm glad that the contents have received a lot of recognition and attention, including likes from many leaders within JD.com and many big names in the Internet industry, as well as reposts and reprints from many official Weibo accounts and media platforms inside and outside the company, such as JD Culture, JD Business School, 36kr , Tencent Classroom, Sohu, Tencent, and Everyone is a Product Manager ; and many friends' messages on WeChat platform/Zhihu made me very "excited". I believe that high-quality content should be our common belief. Thank you everyone!