Jingdong Digs The Surplus Value Of Male Users

Here world Clothing and shoes Xiaobian of the network to introduce the Jingdong: "clever dig" male users "surplus value".

Jingdong, which started with 3C appliances, used "men's Day" as the starting point of fashion. A few days ago, the Jingdong responsible person told the Beijing Commercial Daily reporter that the "men's wear Festival" held by Jingdong on September 10th -12 is the first time that Jingdong has integrated sales promotion for the three category. The effect is more than expected. In the future, men's wear Festival is expected to be a regular activity, which leads to more independent marketing activities of three categories.

　　 JD.COM Wang Xuesong, general manager of the open platform Sports Health Division, admitted that "men's Day" was originally designed to give back to Jingdong male users, and Jingdong will continue to tap the surplus value of male users. According to Jingdong's prospectus, Jingdong based on 3C still has 70% users for men, which is significantly different from Tmall, vip.com and other women dominated e-commerce platforms.

In the view of Pathfinder CEO Peng Xin, the biggest advantage of Jingdong is the customer value of male users. "Users on Jingdong platform have excellent purchasing power and loyalty. During the men's wear Festival, the order quantity and conversion rate of Pathfinder have greatly improved." According to the introduction, during the "men's wear Festival", the sales of Pathfinder increased by 5 times than usual.

Mark Ed Faye brand leaders also believe that Jingdong, which started with 3C appliances, has strong purchasing power, so compared with other platforms, the price of Jingdong users is higher. "Some units with four digit prices are selling well in Jingdong," he said.

In the industry view, although male users do not have female users to purchase high frequency and impulsiveness, they have higher purchase price and family commitment. consumption The role of policy makers. Although Jingdong is also increasing the proportion of female users through various fashions, the existing high-quality male user groups still have the potential to further tap the value.