How to Promote Customers on JD.com’s Double 11 Shopping Festival in 2020

1. I just finished writing about Tmall’s Double 11, why am I writing about JD’s 11.11 again?

In fact, I think whether it is Taobao or JD.com, the way of doing this kind of big promotion is almost the same. It may not be necessary to write another article. On the one hand, the number of people currently engaged in JD.com promotion is much smaller than that of Taobao promotion. On the other hand, I have been busy recently and don’t have much time. It is really laborious from sorting out to writing.

But after communicating with my friends from JD.com two days ago, three points prompted me to write another article:

1. There are some differences between JD.com’s 11.11 and Tmall’s Double 11. Since the popularity of Fenxiang last year and Zhihu’s good products this year, the number of JD.com promoters has also increased rapidly;

2. My friends in the JD.com Alliance praised me, saying that my last article about Tmall Double 11 was very well written, and they learned a lot from it. They also said that industry practitioners needed it very much, so they asked me if I could also write about JD.com 11.11 to popularize it to promoters;

3. In addition, they also communicated with me very attentively during the communication process. In order to express my gratitude, I promised them that I would try my best to find time to write it down, so this article came into being.

To be honest, I don’t have a deep understanding of JD Alliance now, because since I started my own business in July 2011, I haven’t had much contact with people from major B2C alliances. It has been almost 8 years since I last had in-depth contact with them.

But fortunately, I am not unfamiliar with this area, and the product logic has hardly changed over the years. Most of JD Alliance's marketing products and Taobao Alliance also maintain the same update rhythm.

Although "Fanlibang", which I started my own business, was also connected to the shopping guide business of JD.com and other major B2C companies, in order to make settlement easier, I went through an intermediary alliance, such as Yiqifa, Duomai, Chengguo.com, and Linktech. Old webmasters should all know these companies.

Because each company has to connect individually, our financial costs will be very high. At the end of each month, we have to reconcile accounts, confirm data, issue invoices, etc. with each company. Not only the financial but also the business connection is quite cumbersome.

Therefore, it is more convenient to go through the intermediary alliance. I only need to connect with 1-2 of them, and they will take care of all the tedious matters for me.

The advantages of this are obvious, but of course the disadvantage is that we will earn less in commission because the middle alliances also have to make some money.

Our main focus back then was on Taobao rebates, and the major B2C rebates were just there and we didn't promote them actively. The scale was not too large, so we didn't care about the profits earned by the middle alliances, which is what they deserved to earn.

But my relationship with JD Alliance is quite long, dating back to 11 years ago, which was in 2009.

When I joined Fanli.com, I was responsible for business cooperation with major B2C websites. To this day, I think the thing I am most proud of is that in less than three years, I changed more than 90% of the cooperation between Fanli.com and hundreds of independent B2C websites from the previous intermediary alliance to direct cooperation, which made us more competitive and became the leading website in the industry.

The effect of this work was very obvious at the time. First, by bypassing the intermediate alliance and establishing direct connection, the commission ratio was increased.

For example, the commission that JD Alliance paid to CPS channels before was 10% (this is just an example, it is not that high in reality). Then through the intermediate alliance access, they need to earn 20%, which becomes 8% in our hands. We earn part of the profit ourselves, and the rebate given to users may be 6%.

After we cooperated directly with JD.com, we got 10%, reserved 20% of the profit, and gave 8% rebate to users.

After this adjustment, the rebate ratio received by users is 20% higher than that of other websites, which significantly increases the attractiveness. At that time, almost all shopping guide websites adopted the middle alliance access, and we, Rebate Network, took the lead in reform and became the first to try it out.

Secondly, after direct cooperation, not only did our profits increase, but more importantly, we established connections with major B2Cs, which made it much more convenient for us to cooperate on many activities in the future.

For example, No.1 Store previously cooperated with us on activities such as 1 yuan purchase and 0 yuan purchase, which brought great discount incentives to users and also brought a huge number of new purchasing users and sales to the cooperation platform No.1 Store.

If I remember correctly, Fanli.com accounted for a very high proportion of CPS sales in the early stage of No.1 Store's promotion. The exact proportion is scary to tell, so I won't go into details here.

In general, direct partnerships between rebate shopping guide platforms and B2C websites can bring three significant benefits:

1. Increased commission income: The rebate ratio given to users can also surpass that of peers, which can attract more users and improve user-side competitiveness;

2. Improve user stickiness: By establishing a direct cooperative relationship, more joint activities can be carried out, providing users with further preferential benefits, and improving competitiveness and user stickiness;

3. Increased advertising revenue: We can also sell relevant advertising space directly to these B2C websites, not only to earn commissions but also advertising fees. We can cooperate on CPM+CPS and CPA+CPS. Our advertising revenue accounted for a high proportion in those years.

Let me tell you a little story here. As we all know, in the early days of JD.com, its founder Liu Qiangdong paid great attention to user experience. The customer service comments under JD.com products were very interesting back then and were also very famous in the industry. Many user replies were from Liu himself impersonating customer service, so that he could know users’ thoughts first and bring more help to JD.com’s own business activities.

Once, Lao Liu saw someone posting comments in the product reviews of JD.com to attract people to register on the rebate website (because there is an invitation reward mechanism), and then go to JD.com to buy through these rebate websites to get rebates. Lao Liu was really angry after seeing this. Isn't this just pulling my old users over and earning JD.com's commission?

So in a fit of anger, he cancelled all CPS cooperation between JD.com and all rebate websites. No cooperation was allowed, whether it was direct cooperation or through an alliance. So JD.com stopped promoting in the rebate channel for a period of time that year, and it was only gradually relaxed after a long time.

Lao Liu loves to deal with front-line users and pays great attention to consumer experience. When he went on business trips to some places, he would have meals, drinks, and chat with JD’s old users and listen to some users’ feedback and suggestions.

In the early days of JD.com, Lao Liu lacked knowledge of financing and tried to apply for bank loans, but was rejected every time. The reason was that JD.com was an e-commerce company with light asset operations and little collateral. The risk was too high and banks would not lend money to it.

However, during a communication with a user, the user reminded Lao Liu that he could use venture capital. That was the first time he heard the word "VC".

Venture capital originally obtained funds in the form of equity transfer. Since then, JD.com has embarked on the path of financing development. Otherwise, there might not be JD.com today.

Lao Liu often does this with JD.com's front-line couriers, drinking and chatting together. He takes great care of his courier brothers, which can be seen from reports in major media.

I also heard of an interesting thing back then, which was also in 2010. Lao Liu had nothing to do in the middle of the night, so he manually adjusted the prices of some JD products through the backend to test whether the purchasing power of these products would remain unchanged or decrease.

So you see, JD.com has achieved today’s success by standing out from hundreds of B2C websites, defeating Dangdang, Vancl, and Amazon China, and becoming a Chinese e-commerce giant with a current market value of more than 120 billion US dollars.

This is inseparable from the hard work and diligence of the founder. Lao Liu's entrepreneurial spirit is also worth learning from for all of us entrepreneurs.

After talking about so much prelude and history, let’s talk about JD.com’s 11.11 promotion strategy. If I don’t talk about it anymore, I guess everyone will be anxious, hahahaha.

2. Overview of JD.com’s 11.11 Promotional Strategies

JD Alliance also held a 11.11 launch briefing in Hangzhou this year. It was held on October 14th and the location was chosen as Binjiang. Since my office is at EFC in Yuhang District and Binjiang is a bit far, I did not go.

They chose to hold the launch conference in Hangzhou on October 14th. The reason was very simple. Because Taobao Alliance held its launch conference on October 13th, all the Taobao agents came to Hangzhou. Most of the Taobao agents also promoted JD Alliance, so they were all the same group of people.

Therefore, we chose to hold it in Hangzhou the day after the Taobao Alliance Conference in order to facilitate the participation of Taobao agents. This decision is very good, but it would be even better if it could be held near Xixi, so that everyone would not have to go to Binjiang, which is so far away, to participate.

Send the Buddha to the west, this will give everyone a better experience. I hope JD Alliance can adopt this in the future and hold it very close to the Alibaba venue, which will be more convenient.

It is recommended that you read my previous article "Analysis of Taobao Affiliate Gameplay on Tmall Double 11 in 2020" before reading this article, which will make it easier to understand, digest and absorb.

In general, the core driving force behind JD.com's 11.11 promotion this year is mainly centered around Jingxiang red envelopes and Jingxiang gift money , which will last for a total of 24 days.

It starts on October 21st and ends on November 13th. Just like Tmall Double 11, it is divided into four stages: pre-sale period, special period, climax period, and continued sale period (also called return period).

The first phase of pre-sale period: starts at 00:00:00 on October 21, 2020 and ends at 24:00 on October 31, 2020;

The second phase of the special session: from 00:00:00 on November 1, 2020 to 24:00 on November 8, 2020;

The third stage climax period: starts at 00:00:00 on November 9, 2020 and ends at 24:00 on November 11, 2020;

The fourth phase of the renewal sale period: starts at 00:00:00 on November 2, 2020 and ends at 24:00 on November 13, 2020;

The first phase of the pre-sale period is easy to understand. It is mainly to promote the pre-sale products. Like Tmall Double 11, the tracking priority of this pre-sale is also the highest. The tracking source is locked at the moment the consumer pays the deposit. Even if Jingxiang gift money and Jingxiang red envelopes are used when paying the balance later, it is useless. The commission for this order belongs to the promoter when the pre-sale deposit is paid.

If this logic is hard to understand, here is an example:

Promoter A recommended this pre-sale product to consumer Xiaohong, who paid a deposit. Later, Xiaohong received a Jingxiang red envelope from Promoter B, and then received a Jingxiang gift money for this product from Promoter C.

Then when Xiaohong paid the balance, she also used Jingxiang red envelope and Jingxiang gift money for deduction, but the commission for this order still belongs to promoter A, and promoters B and C cannot get the commission.

The promotion tracking priority of JD.com Alliance is mostly the same as that of Taobao Alliance, except that there is a difference in the Jingxiang Gift Bonus part, which will be introduced in detail in the Jingxiang Gift Bonus gameplay section. You only need to know:

Pre-sale > Tipster bonus (tipster contribution) > Alliance bonus (official contribution) > Jingxiang red envelope > Regular link promotion

Regarding the pre-sale period of JD.com, I would like to make a special note. In fact, the pre-sale of JD.com’s 11.11 this year is also divided into two stages:

The first phase starts from October 21st to October 31st, and the final payment is due on November 1st;

The second phase starts on November 3rd and ends on November 10th, and the final payment is due on November 11th.

The second stage is the special period. Although this stage is called the special period, all categories are sold from November 1st to 3rd. Especially on November 1st, various big-name brands and super-low-price flash sales are the main products. Consumers will enjoy shopping, so promoting this flash sale venue is also very good, and the conversion rate is very high.

From November 4th to November 10th, there will basically be a special themed sale every day. This is different from Tmall Double 11, where there are only pre-sales for big sales from the 4th to the 10th.

JD.com will have special sales during this period, and because JD.com's self-operated system is very powerful, each category has a marketing budget, so there will be corresponding commission increases on all special sales days during this period, and promoters can pay attention to it in time.

The third stage is the climax period. There is nothing much to explain about this. It is just entering the core period. But one day I have to mention that Tmall’s Double 11 only has a big promotion sale on November 11, while JD.com started 2 days in advance, from November 9 to November 11. The design is very simple, which is to attract Tmall users to buy 2 days in advance.

The fourth stage is the resale period, which can be understood as the same return period as Tmall. It is a return sale for some products and sellers to help sellers digest their inventory.

That is, for products that did not sell particularly well during the big sale, merchants have prepared a lot of inventory, and many consumers missed the previous big sale time points. They can also use these two days to return to buy. In the final analysis, it is just finding ways to empty your pocket, hehe.

The above is just a rough outline of the gameplay of JD.com’s 11.11. It doesn’t matter if it is complicated to read. You can make a lot of money if you understand it. Next, let’s continue to analyze each gameplay separately.

3. Analysis of how to play Jingxiang Red Packet

First, let’s talk about what this Jingxiang red envelope is?

Jingxiang Red Packet is a cash red packet (not withdrawable), which has the characteristics of no threshold, and can be used in all categories and all platforms (except global shopping products). It can be used in conjunction with any discount (such as Dongquan, Jingquan, Jingdou, etc.), and the red packet itself can also be used in conjunction with other discounts.

To put it simply, everyone just needs to understand that the Jingxiang red envelope and the Tmall super red envelope are the same thing, with the same functions and the maximum amount being 1,111 yuan, but the names are different.

However, there are still a few points worth mentioning when comparing this Jingxiang Red Packet with the Tmall Super Red Packet:

1. Unlimited stacking: The Jingxiang red envelopes received by consumers on JD.com can be used indefinitely, as long as the amount of the red envelopes is not greater than the sales of the goods themselves. However, Tmall super red envelopes can only be used in 10 stacks per order.

2. Multi-level fission user follow-up: After listening to this, I think it is very awesome. Tmall super red envelopes can only be tracked and settled for me if the users I sent them to use them, but Jingxiang red envelopes can penetrate infinitely.

What does this infinite penetration mean? It means that if the red envelope I sent out is used by A, A can also get a red envelope of a larger amount through the fission assistance function, up to an additional 22 yuan.

So if A wants to get the extra 22 yuan red envelope (two 11 yuan added together), he must distribute the password for receiving the Jingxiang red envelope to many friends. After his friends receive it, they can still use the fission assistance function to continue fission.

In the end, as long as everyone on the entire line uses red envelopes to offset their consumption, the final commission will be counted as mine. Everyone must remember this, it is a really awesome feature.

3. No service fee deduction: This is also directly aimed at Tmall Chaohong. Old Taoke all know that for orders tracked by Tmall Chaohong, only 50% of the commission of the order will be settled to the Taoke each time, and the remaining 50% will be deducted by the alliance. For example, if the commission of a Taoke order tracked by Chaohong is 10 yuan, then only 5 yuan will be settled to our Taoke.

However, Jingxiang Red Packet will not deduct this 50% fee. The promoter will be paid the commission according to the due amount. This is quite humane and allows promoters of Jingxiang Red Packet to earn more profits.

4. High commission settlement for red envelope orders: This point is also worth boasting about. Tmall’s super red settlement commission for Taoke is based on the general commission plan, and then 50% is deducted before settlement to the Taoke. The Jingxiang red envelope is calculated based on the high commission of the product. As long as the product using the red envelope has a high commission plan, the high commission settlement will be adopted.

Basically, the above four points are the improved designs of Jingxiang Red Packet specifically targeting the super popularity of Tmall, which provide more interest incentives for the promoters.

After reading these 4 points, don’t you think it’s really awesome? It would be great if Tmall could be like this, so that many of our Taobao agents wouldn’t be unable to make back their investment even after promoting super popular products every year.

Regarding the order-following logic of Jingxiang red envelopes, this is the same as Tmall Chaohong. Settlement is made based on the earliest issuer of the red envelope used in the order. For example, Xiaohong received 20 Jingxiang red envelopes, and these 20 red envelopes came from different promoters.

Then, deductions will be made when checking out, and the final commission for the order will belong to the earliest issuer of the 20 red envelopes. Therefore, everyone should grasp the issuance time of Jingxiang red envelopes and push them to the entire network as soon as possible, so as to obtain a higher settlement rate.

This time, JD.com’s 11.11 Jingxiang red envelopes will also be distributed in two rounds:

The first phase of distribution will start at 18:00 on October 29th, when the Jingxiang Red Packet will be promoted online and will last until 24:00 on November 3rd.

The Jingxiang red envelopes distributed in the first phase can be used for deductions from October 29th to November 3rd.

The second phase of distribution will start from 00:00 on November 4th and will last until 24:00 on November 11th.

The Jingxiang red envelopes distributed in the second phase can be used for deductions from November 4th to November 11th.

In addition, there are three bonus days for Jingxiang red envelopes, namely November 1, November 6 and November 11. If promoters promote Jingxiang red envelopes during these three days, the chance of consumers receiving the red envelopes will be greatly increased.

Compared with Tmall super red envelopes, Jingxiang red envelopes have another advantage, which is that you can seamlessly jump to receive them within the WeChat environment and will not be blocked.

Everyone knows that WeChat blocks Taobao’s super popular passwords, which will reduce our promotion efficiency, but Jingxiang red envelopes will not be blocked and can be seamlessly received and split through the JD mini program.

In addition, the WeChat mobile phone number system and JD mobile phone number system are connected. Although consumers receive the rewards in the WeChat environment, as long as they shop on the JD APP, their mobile phone number and WeChat account are the same and can be matched. This will greatly improve the usage and redemption rate of the JD red envelopes issued by our promoters.

Okay, that’s all we have to say about the Jingxiang red envelopes. Next, let’s talk about the Jingxiang gift money.

4. Analysis of Jingxiang Gift Bonus Game

What is Jingxiang Gift Money?

The official statement is: Jingxiang Gift Money is a new marketing tool launched by the JD Alliance platform. Gift money is JD’s new currency and can be used in parallel with JD’s limited category coupons, store coupons, and red envelopes. It is exclusive to designated products (similar to limited category coupons). After your users receive the gift money, they can use it to enjoy exclusive discounts on the product when purchasing the product.

Gift money enjoys the rights of priority follow-up and no deduction from commission calculation, which allows promoters to use gift money to flexibly build membership marketing methods, making traffic splitting easier.

To put it bluntly, this Jingxiang gift money and Taobao Alliance's Taobao gift money are the same way, so to speak. If you don't understand Taobao gift money, you can read my previous article about the three common mainstream promotion methods of Taobao customers.

This will make digestion easier, so I won’t go into details here.

The tracking priority of Jingxiang gift money is higher than that of Jingxiang red envelope. For example, if consumer Xiaohong receives Jingxiang gift money from promoter A and she also receives Jingxiang red envelope from promoter B, then Xiaohong uses promoter A's gift money and promoter B's red envelope respectively when checking out. The commission for this order should go to promoter A, and promoter B cannot get any commission.

I have mentioned this tracking logic above. The tracking settlement priority is: pre-sale > referral bonus (investment from referrals) > alliance bonus (official investment) > Jingxiang red envelope > regular link promotion

Of course, Jingxiang gift money is created and used for single products, and its current coverage is very limited. However, Jingxiang red envelopes can be used to deduct goods of all categories, so the area of ​​use is definitely much larger.

Therefore, the probability of Jingxiang gift money and Jingxiang red envelope colliding on a certain product is still very small, but this point still needs to be mentioned so that everyone knows it.

However, there are two points about Jingxiang Gift Bonus that can be mentioned separately:

1. "Jingxiang Gifts" are divided into two types: referral gifts and alliance gifts. Alliance gifts are funded by the JD Alliance platform, while referral gifts are created by the referral customers themselves.

However, in terms of promotion tracking, the priority of the gift money contributed by the promoters is higher than the official investment , so it is good for the promoters.

To put it simply, the alliance gift money means that JD Alliance itself creates gift money for some products, and promoters do not need to advance funds to create it. Everyone can find the corresponding module on the Jingfen APP or JD Alliance PC version to select products for promotion.

Tuike bonus is created by promoters’ recharge. Just like Taobao bonus, it can be created for any product with commission, allowing consumers to enjoy more favorable purchase prices and improve the competitiveness of promoted products.

2. The "Gift Rebate" policy can return up to 50% of the gift amount to the promoter, which is something that Taobao Alliance's Taobao Gift does not have.

In fact, my personal understanding is that JD Alliance officially launched a separate support policy in order to increase the enthusiasm of the majority of promoters to use Jingxiang Gift Money for promotion. As long as the promoters reach the corresponding number of orders within a natural month, your gift money can be returned.

For example, if you promote 5,000 orders through the "Jingxiang Gift Money" promotion method within a calendar month and invest 1 million in gift money, then JD Alliance can give you a maximum of 500,000 gift money refund based on their monthly incentive policy (the maximum amount for a single alliance account is 500,000).

This not only reduces our promotion costs, but also increases the profit margin of the promoters to a certain extent. Students who are interested can study it carefully. I personally think it is quite good.

Seeing this, are there many wool party eyes shining, thinking that there are wool to be grabbed here? In fact, the official JD Alliance also has restrictions, such as the reward gift order rules stipulate:

1. The commission rate for gift items in orders is ≤50%;

2. The gift money value must be ≤ 10 yuan, and the gift money discount must be less than 50% of the original price of the product;

3. The proportion of orders with actual payment amount of users ≤ 2 yuan shall not exceed 20% of the total gift money orders;

At the same time, the orders generated must not contain any violations such as traffic hijacking, false orders, etc. In addition, any form of "free order", "one cent purchase", "one yuan purchase", etc. is prohibited. Various virtual products will also be restricted. If the promoter is found to be in violation of the promotion regulations, his/her reward qualification will be revoked.

So it is not so easy to get the benefits, but it is still very beneficial for real promoters. Now we have finished the part about "Jingxiang Gift Money". You can make use of it, especially those who are doing good things on Zhihu. You can make effective use of it and lock in the order revenue in advance.

5. Other ways to play

JD Alliance actually has a horse racing reward event for categories, with a prize pool of 3 million. It mainly conducts horse racing in six major categories. These six tracks are: home appliances, computer office & digital, mobile communications, consumer goods & fresh food, fashion-home beauty, and fashion-apparel and sports.

The entry threshold for registering for the horse racing reward activity is JD Alliance V4 level or above. The selection is based on the two dimensions of "GMV & order ranking reward" and "GMV & order month-on-month increase". The top five players in the six categories compete for the "Best Contribution Award" and "Best New Star Award". A total of 60 players share a prize of 3 million yuan.

Those who are interested can register through the reward activity section of the Jingfen APP or JD Alliance PC version. The registration period is October 27th to October 30th. The PK will start from November 1st to November 11th, and the announcement will be made on the Jingfen APP or JD Alliance PC on November 30th. If you are a channel that is very good at promoting a certain category, you can participate in the registration and share 3 million, hahahaha.

I have finally finished writing it. I am really exhausted from writing about the Tmall Double 11 and JD 11.11 promotions in a row. It is not easy for you to finish reading both articles and still read to this point, because these two articles are very vertical and brain-burning. However, if you understand these rules and combine them with your own resources, you will probably be able to make a fortune from this Double 11. Of course, making money is never that easy.

Author: Lao Hudipan

Source: Lao Hudipan (laohudipan88)