How Does Jingdong Fight Double 11? 3C Marketing Gameplay Cited Concern

A few days ago, Hu Shengli, President of the 3C Department of Jingdong mall, said at the media communication conference that whether it was "618" or "double 11", whether it was the first line or the 46 tier market, 3C's home must be in Jingdong.

It is understood that at present, the 3C Division has signed nearly 100 enterprises including Microsoft, Lenovo, Haman, music and so on to join the "double 11" campaign, and launched the "million scale explosive products" and "mobile 20 days value insured service".

Hu Shengli said that this year's "double 11" and 3C category should also welcome the new trend of consumption upgrading.

On the one hand, with the rise of the new middle class and the increase of the disposable income of the residents, there are more than 100 million middle class groups in China. They pay more attention to brand, quality and service in consumption. On the other hand, the distinction between the crowd is becoming more and more circle, and the demand of consumers is more detailed. 90 or later young people are becoming the main force of consumption, and consumers' emotional appeal, quality requirements and experience requirements are increasing.

Although the retail environment and consumption trends are changing, the essence of retail has not changed.

Hu Shengli said, from beginning to end, the four dimensions of "price, quality, efficiency and service" determine the choice of consumers.

At present, besides the price and efficiency, the quality and service of Jingdong have also been recognized by consumers.

It is understood that this year's "double 11" period, Jingdong 3C Division will be a package of solutions.

Hu Shengli disclosed that the opening of Jingdong's online customer service, by the end of October, has more than 100 3C vendors working with Jingdong online customer service, including Apple's whole category, OPPO, DELL, Shenzhou, Microsoft, Intel.

The average pick up rate is 99%, and the average satisfaction rate is 94.71%, which is better than the data quality that the manufacturers used to undertake online customer service in the past.

In addition, Jingdong will intervene in the customization of manufacturers' products ahead of time. It will provide professional services for the time, quality, configuration, location, consumer preferences and pricing of products based on consumers' understanding of the big data experience.

"After the product comes out, in addition to warehousing and distribution, we have customer service, the service for the manufacturer is a closed loop, this ability is the Jingdong has, Jingdong will deliver this ability to the manufacturer, help the manufacturer to concentrate the product well," Hu Shengli said.

In terms of logistics services, Jingdong will speed up warehousing of 3C products in Beijing, Shanghai, Guangzhou, Wuhan, Xi'an and Shenzhen, and some users will enjoy the ultimate experience.

On the day of November 11th, Jingdong logistics will produce orders for eight hours ahead of time for 3C products. With the advantage of big data, users will be able to receive goods in second days.

In addition, for consumers, this year's "double 11" period, Jingdong mobile phone has launched a "20 day price guarantee" service.

As long as the mobile phone products purchased from Jingdong between October 26th and November 12th can be automatically enjoyed by this policy, consumers can apply for Jingdong to return the price difference once there is a price cut during this period.

Jingdong Mobile launched the 20 day price guarantee service, which is equivalent to buying a "price insurance" for consumers.

Less than "double 11", you can also enjoy the consumption, do not worry about "double 11" on the same day the product substantially cut prices, and do not have to suffer to "

The order was placed early in the morning.

Hu Shengli said,

It is a retail companies, not a marketing company, where all forces burst out at a certain time, and there are great risks to consumers and businesses.

Lengthening the activity time of "double 11" will be more conducive to the organization of commodities, the organization of businesses, and the organization of marketing resources. At the same time, it will also help consumers make more rational choices.

As a retail platform, Jingdong should provide protection for partners such as brands and businesses.

Hu Shengli said that although Jingdong 3C is still mainly self-employed, the growth rate of the third party platform is surprisingly high, and the development of POP businesses is also the focus of Jingdong 3C category in the future.

It is understood that this year's "double 11" period, Jingdong 3C

There are also brand competition, crazy 2 hours, etc., not only for consumers to bring the greatest strength of the discount, but also from the product sales, user feedback and other dimensions to provide consumers with reference, will also launch a computer office female channel, in a variety of forms to meet the user's personalized needs.