A review of JD.com's marketing tactics in 2017

A review of JD.com's marketing tactics in 2017
If there was no second child in this world, the eldest child’s world would be a lot less exciting.
For example, JD.com and Tmall .
Although Tmall has firmly established itself as the big brother in the e-commerce field after years of accumulation. However, JD.com has been developing smoothly in recent years. In 2016, it even reversed its years of losses and achieved a net income of 260.2 billion yuan. Its growth rate is close to that of the big brother. This "cat and dog war" has intensified this year. JD.com, which has been suffering losses for many years, has quickly entered the market competition this year. (Of course, it is also accompanied by the occasional hot search rhythm of Milk Tea Sister and Liu Qiangdong )

So, in the face of Tmall's suppression, what marketing tactics did JD.com use this year? Xiao Dui will take you through the inventory one by one

1. The Chief Marketing Officer brings his own news topic

Although there are constant news about JD.com, the one that attracts the most attention among netizens is naturally! ! ! That’s right, Milk Tea Sister and Liu Qiangdong, the two major marketing officials, become news topics whenever they appear.
If Milk Tea Sister attends an annual meeting or Liu Qiangdong posts a photo of his children, they can easily become a hot topic. Liu Qiangdong also said in an interview that he didn't know whether his wife was pretty or not because he was "face-blind". How can a single young man like Xiao Dui tolerate this?
Being on the hot search list seems to have become commonplace for JD.com. Many times when negative content appeared on JD.com, Milk Tea Sister would step forward and create some topics to save the crisis. Some self-media even call it "milky escape". Of course, the news topics about these two marketing officers brought a lot of attention to JD.com.

2. Online + offline advertising promotion

JD.com must have spent a lot of money on advertising this year. Online, in addition to the platform cooperation banners of major creation festivals, there are coupon ads, video patch ads, browser ads, etc., as well as offline subway ads, elevator ads, etc. Xiao Dui has seen JD ads on the subway many times. Competition in the shopping mall is a love-hate relationship between CPs. If JD.com wants to take over Tmall, it must quickly gain attention. Advertising is one of the indispensable means to carry out marketing promotion .

Here is also a special advertising video shot by JD.com for 618👇

3. JD Pay VS Alipay

The monopoly relationship formed by Alipay in the e-commerce field has made JD.com feel a sense of crisis. In order to compete with Alipay and Ant Huabei, JD.com launched JD Pay and JD Baitiao businesses, and reached cooperation with the payment function of WeChat . At the same time, in response to the recent launch of the house rental function on Alipay, JD.com announced its entry into the real estate business. In addition, JD Finance has expanded into Southeast Asia to provide e-commerce services and financial technology services, which is also a new exploration of business expansion.

Although Alipay is still more powerful than JD Pay in online shopping, if JD does not compete with Alibaba , JD also needs to have what Alibaba has. Otherwise, it will easily be eliminated because of its single product.

4. JD.com Maker Festival

The name of the Maker Festival has too many marketing returns for e-commerce platforms. Whether it is Tmall Double 11 or JD 618, they are stimulating the potential domestic demand of shoppers. In addition to the most well-known 618, JD.com also has many "festivals" this year, including Computer Festival, Women's Day, Reading Festival, Beauty Festival, and Home Appliances Festival. The purpose is to attract users to consume by creating their own exclusive platform e-commerce festivals.
Some festival displays

5. Cross-border cooperation to form a multi-party traffic entrance alliance

On August 10 this year, JD.com and Baidu announced a strategic partnership and launched the “JD-Baidu Plan”. Two weeks later, on August 24, JD.com and Qihoo 360 jointly launched the "Jingqi Plan". Prior to this, JD.com also reached a core traffic portal alliance with Tencent and Toutiao , all of which used multiple traffic portals to fully reach Internet users, thus forming industry barriers. It can also be seen from this that JD.com will also launch all-round competitive exploration in the e-commerce field.

6. Face the Double Eleven and jointly issue a declaration to choose good products

With the upcoming Double Eleven, Tmall has always attracted much attention in previous years. But judging from the data of JD.com’s 618 this year, it still achieved good results and may even catch up with Tmall’s Double 11 in 2016. Although Xiaodui is not yet ready to make the purchase, the two major e-commerce companies, JD.com and Tmall, have already started sharpening their knives and warming up. Different from Tmall’s store prepayment activities, JD.com has issued attitude posters for picking good products together with major well-known Internet companies, officially announcing its joining the “Pick Good Products Alliance”. As of now, the reading volume of the topic #挑好物联盟# on Weibo is about to break the 10 million mark.

Some cooperative enterprises display

Brand cooperation can quickly attract industry attention and heated discussions, thereby creating a powerful IP with shared values. JD.com’s cooperation with many Internet companies such as Baidu, Meituan , Mobike , and NetEase to support Double 11 can enable brands to fully identify with the marketing value of “picking good things”. At the same time, "picking" means being particular but not compromising. It can only gain the recognition of current users, and it is also different from Tmall's Double 11 event marketing , forming a unique event style. Finally, the Double 11 promotion is also one of the most important ways for major e-commerce companies to achieve their KPIs at the end of the year.

The author of this article @操作鹤手 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, information flow advertising, advertising platform

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