618 JD Marketing Teaches You How to Create a Differentiated IP

Although 618 brings with it scarce and large traffic, with the increasingly fierce competition among major platforms, the homogeneity of marketing methods is becoming more and more serious. At the same time, consumers seem to have gradually lost interest and trust in e-commerce festivals that are positioned as promotions. How to leverage the minds of young people through differentiated content marketing has become an important issue for brands.

This year's 618, JD.com took passion as its name and based on the diverse trendy context of young people, joined hands with Tencent Video and Beijing Satellite TV to launch the #618 Boiling Night# campaign, gathering diverse passions. It not only attracted the attention of groups from all walks of life, but also, by focusing on the brand proposition of passion, successfully strengthened the brand's slogan in the minds of various consumer segments: Live up to every passion. As of the time of posting, the #618沸腾之夜# topic has been read over 2.3 billion times.

01A campaign named after passion focuses on the mind and builds brand value penetration

American scholar Thomas Kolopoulos described the consumption characteristics of young people in his book "Circle Effect" as follows: young people care more about the user labels behind purchasing decisions. The more expensive the product, the better it is, nor is the higher the price-performance ratio, the better it is. They actually buy things to label themselves. Against the backdrop of consumption upgrading, it has become a consensus that the purpose of consumers' shopping has changed, and the satisfaction of material needs has gradually shifted to the satisfaction of spiritual needs.

Understanding this, JD Retail upgraded its brand last year based on young people’s pursuit of the values ​​and spiritual concepts behind labels. The brand proposition attitude was upgraded from “more, faster, better, cheaper” to “live up to every passion”, avoiding the utilitarian positioning of pure promotion, and approaching consumers emotionally, thinking from the perspective of consumers, to create a unique super symbol recognition of “passion”.

Passion is a gentle and bright light. In life, it guides us to find the direction of life and makes us work harder because of passion. Time flies by, and it seems to change everything about us, except passion. People who pursue their passion, persevere and work hard, these are all gifts of passion. Therefore, the brand proposition of "Passionate Love" perfectly fits the emotions and values ​​of the current audience, and can trigger emotional resonance among users.

In this year's 618 marketing event, JD.com launched a campaign in the name of passion, communicating with consumers on an emotional and value level. By continuously focusing on the differentiated mindset of "passion", it built brand value penetration and laid the foundation for marketing theme communication.

02 #618 Boiling Night# Domineering attack gathers diverse passions and resonates with multiple circles

The new 4+1 model is beyond imagination, with 4 immersive shows loved by different circles, and 1 top show bringing together big stars, from singing to music, from grassland style to sweet and cool trends... a cross-border mix of cultural trends from multiple circles, boiling and boiling, gathering diverse passions, broadening the communication scenes for young circles in more dimensions, conveying the spirit of passion, and accurately touching the inner emotions of groups in each segmented circle.

Before the start of the 618 Boiling Night, JD.com gathered 11 passionate witnesses including Huang Shengyi, He Junlin, Liu Yan, Su Xing, and Wang Ou, and posted on Weibo with the topic #JD.com618 Boiling Night# to express their passion and maximize the economic effect of celebrity artists, enhance the voice of the event, and attract many KOLs and influencers on the platform to share and forward it. At the same time, the 1.8 billion profit points were divided to maximize the attention of major young circles and accelerate circle penetration.

Moreover, before the 618 Boiling Night program went online, JD.com also opened the most confusing highlights online, and thoughtfully marked the prompt information, such as "How much sugar do you want in your milk tea?", which prompted that "No Sugar Added" was my last rise in drinking milk tea; "I'm just afraid that rappers will say sweet words" which prompted that "Don't Call Me Da Vinci" was too sweet. The online interaction with low participation threshold has stimulated users' enthusiasm for participation and accumulated energy for this live broadcast ceremony.

03 A brand new cute pet planting experience in the Ace Interactive Game to stimulate participation

While unlocking new animal partners, you need to earn gold coins through tasks, such as inviting friends to help, going to the brand's official flagship store, opening a brand membership, browsing and purchasing big-name products for a limited time, etc., binding the interactive game with the JD platform and the brands on the platform, completing a closed-loop path from the 618 Lianmeng game to brand and product promotion.

When Animal League divided up 2 billion pages, in addition to the interactive games mentioned above, there are also small columns such as visiting brand stores to get gold coins, including beauty brand carnival, JD self-operated computers, super value product recommendations, brand lucky gifts, Children's Day carnival, JD campus, companion growth gift, home building materials carnival, food power grab party, trendy toy manufacturing group, etc., which fully meet the needs of segmented groups, bind through scenes and consumption, and realize the closed loop from marketing to sales.

04 Hot Product List & Super Box Use Brand Sincerity to Undertake Passion and Leverage Decisions

The ultimate goal of brand marketing is to enhance sales performance and achieve product and effect integration. Therefore, marketing creativity must ultimately return to the product level. Without building a marketing conversion path, it is difficult for users to truly feel the brand's sincerity. However, how to achieve a perfect transition from marketing to sales and carry forward the brand attitude and values ​​with brand sincerity is a test of a brand's comprehensive marketing skills and is also inseparable from the support of product strength.

During the 618 e-commerce festival, JD.com has created a list of hot-selling products and a super box, starting from the consumption scenario and creating a new product recommendation experience. It not only focuses on product price, but also appearance, to leverage users' consumption decisions.

1. A hot list that embodies "passion"

At present, the dazzling array of promotional information makes users dazzled. JD.com has prepared a list of hot products - JD.com 618 welfare spoilers, which selects the most popular and hottest items, allowing users to save money with their eyes closed. The hot list has been released to take on the "passion" with brand sincerity.

First of all, at the top of the list page is a map of money-saving strategies and discount guides, which are divided according to the marketing calendar, from the hot love opening on 5.24 - spending billions of shopping money, to the hot pre-sale from 5.25 to 5.31 - grabbing big gifts and getting a reservation, to the return of the market on 6.19 to 6.20 - continuing the excitement at the same price as 618, there are 10 stages in total, and users can make purchases according to their personalized needs.

2. Super Box, a big event with beauty as a gimmick

In addition to the super hot-selling list, JD.com’s 618 e-commerce promotion event also launched the Super Box, returning to the Super Box brand and the gift box itself, focusing on the more intuitive concept of good looks, and directly hitting the aesthetic trend of young people that prioritizes appearance.

Moreover, the appearance of the super box does not simply emphasize visual beauty, but is composed of three of the most popular design styles at the moment: cyberpunk, comics, and national trends. It also connects the 618 super symbol interpretations of many brands, and opens an aesthetic appreciation of gift boxes with big names.

05 Conclusion

Nowadays, brand marketing has entered a stage where there is no marketing without IP, including film and television IP, game IP, cultural and tourism IP, brand IP, etc. This is an era where everything can be an IP. This means that in the era of digital consumption, communication has been upgraded and marketing topics are shifting from branding to IP.

In the dazzling IP marketing, how to build IP into a differentiated super symbol is more important. The 618 JD marketing this time is another innovative exploration of IP marketing. It not only created the big marketing IP #618 Boiling Night#, but also IP-ized the JD brand and reshaped and disseminated the JD IP through the value of "passion".

Moreover, looking back at the entire marketing event, from IP positioning, creative output to dissemination, and then to product promotion, following the underlying logic of marketing first and then promotion, a full-chain IP marketing chain was built to achieve a win-win situation in terms of volume and sales.

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