"Jingdong Alliance" Surfaced On Intelligent Data-Driven Unbounded Marketing

According to the world clothing shoes and hats net,

Why can it become a trillions of platform businesses in more than ten years? The industry believes that it relies on many years of supply chain capabilities, logistics capabilities, data capabilities, marketing capabilities, financial capabilities and technological capabilities.

Now, Jingdong has decided to fully open these core advantages and speed up the layout on the road of business capability building blocks.

In January 17th, Jingdong held the "2018 unbounded Marketing Summit". It announced the launch of a user centred unbounded marketing solution. It will product, modularized, platform, and ecological products such as consumer habits insight, business decision making, integrated marketing, traffic operation, intelligent big data, content marketing, network alliance, marketing ecology and so on, and launch nearly 100 marketing products at one go.

Future,

With the help of Jingdong intelligent big data, the company will achieve efficient and precise marketing through various marketing capabilities of building blocks.

Jingdong group CMO Xu Lei said at the summit: with the advent of the era of consumer sovereignty, China is experiencing the pformation from "mass market" to "everyone market". The scene is infinite, goods are boundless, and human businesses are endless -- the marketing value chain has no boundaries.

Experts believe that accompanied by

How to integrate the brand communication and product sales and how to achieve efficient pformation?

Reporters learned that this is the April 2017 Jingdong CMO system into the army after the "grand parade", but also Jingdong to the industry to fully display modular, platform, ecological unbounded marketing solutions.

Xu Lei introduced that unbounded marketing is a marketing theory based on user centered and intelligent big data based on the coming of the era of big data, the development of artificial intelligence and the revolution of retail formats in Jingdong.

Through open and unbounded marketing, it realizes the win-win of the users, the media and the brands.

"Jingdong alliance" surfaced

Reporters found that at the summit of the unbounded Marketing Summit, there were many partners from Jingdong and the Beijing Alliance Plan.

It has been emphasized that the Jingdong that built the alliance did not build the Empire, and finally let the Jingdong alliance officially emerge.

Men Jipeng, vice president of Jingdong group and head of marketing department of Jingdong group, announced the launch of JD BrandEco (Jingdong brand marketing ecosystem) at the summit.

Men Jipeng introduced JD BrandEco as a consumer centered, restructured human, content and shopping scene to provide a platform based, modular and ecologically unbounded marketing solution for the brand side.

Specifically, JD BrandEco is an ecosystem that is open to each other by media, brand partners and Jingdong.

With the help of the Beijing X plan and the Jingfen plan, the shopping scene will be completed and all Chinese Internet users will be covered. Then the integration of shopping scenarios will be realized through the east alliance plan and the Beijing Alliance Plan. Finally, the creation of a new shopping scene will be realized through Jingdong big data and Beijing insight.

It is noteworthy that with the accession of Sohu (Beijing fox program), members of the Beijing X plan have expanded to Tencent, today's headlines, Baidu, Qihoo 360, NetEase, Iqiyi and Sogou, and will continue to increase in 8.

At present, there are more than 500 cooperative brands in the east alliance, and the market value of cooperative media exceeds 15 billion.

At the same time, Jingdong based on consumer behavior in shopping, entertainment, life, learning and other different paths to create relevant marketing scenarios, and launch innovative marketing products such as promoting joint marketing, IP convergence marketing, three or four line city marketing, national brand cohesion marketing and campus new force marketing.

It is worth noting that in the IP aggregate marketing, Jingdong has not only worked with the "super cat movie", "Avenger League 2", "X- war police" and "Transformers" and other super movie IP, but also has launched in-depth cooperation with the attack and other variety, through the super IP to improve marketing voice.

Intelligent data driven unbounded marketing

"Through Jing Da Tong's big data insight, Shu Fu Jia found that sports, vitality, love and care for family members are the core interest labels of his audience. Therefore, Shu Fu Jia combined sports, milk, household appliances, food four categories of cross category joint marketing, to create multiple application scenarios.

Through Jing Jing Tong DMP for group orientation, it reached more than 20 million of target users accurately, and the brand intent group increased by 48%. Sales on the day of the launch were 6.5 times higher than usual. "Yan Weipeng, vice president of Jingdong group and CEO of Jingdong business promotion division, introduced the summit.

He said that Jingdong is not only the engine of precision marketing by brand side, but also the "army teacher" who carries out business analysis by the brand side. All these are attributed to Jingdong's key layout in intelligent big data.

Reporters understand that Jingdong will help businesses realize business insights, find market opportunities and tap opportunities for precision marketing through the infrastructure of smart big data, and then use AI driven intelligent marketing tools to achieve high precision user touch.

While Jingdong is building an unbounded traffic ecosystem, while helping brands to get through the data flow, it will make full use of the two platforms of Beijing and Hong Kong to open up data and technology to help businesses create an ecosystem of unbounded marketing.

Yan Weipeng highlighted the strategic layout of Jingdong in the field of intelligent advertising: Jingdong used AI technology to provide many intelligent tools for businesses.

For example, the Shanghai investment program is based on the AI algorithm, which helps the brand advertisers realize the whole network intelligent marketing tool.

It can realize intelligent selection of marketing scenarios, intelligent allocation of budget, intelligent delivery of goods and intelligent bidding of bidding flow, which greatly improves advertisers' efficiency.

In terms of data opening and intelligent data analysis, Jingdong has also released the latest nine business analysis platform.

According to Yan Weipeng, using the nine numbers, advertisers can achieve customized customization and customized analysis of business, whether it is the insight and acquisition of potential customers or the cross analysis of old customers, and the loss prediction can be realized.

At the same time, the nine number also plans to introduce ISV partners, with more diversified analytical capabilities to empower brands and businesses.

{page_break}

Tencent Baidu double assists, Jingdong launched content ecology strategy

Jingdong station inside and outside the electricity supplier operation system is also to achieve modular, platform and ecological pformation.

Han Rui, vice president of Jingdong group and head of Jingdong platform operation Department, told reporters that massive volume of station and station traffic and accurate e-commerce marketing will rely on Jingdong's all channel member management system to achieve efficient pformation.

"2017 double 11 Jingdong PLUS membership orders grew by more than 230% over the same year, double 11 that day Jingdong spike kill business GMV single day nearly 11 billion 800 million," said "Han Rui" at the summit showed data.

He believes that membership is an important cornerstone of Jingdong and brand development. Jingdong currently has 266 million active users annually, and it also cooperates with WeChat to increase the efficient management of all channel members CRM under offline.

Jingdong will build small programs online mall, integration mall and Member Center for brands, and provide more contact users and active users to the brand.

Jingdong launched the brand fans card can be embedded in the WeChat card bag high-frequency entrance, Unicom WeChat's own marketing components touch users.

Jingdong can also find the store to drain the store under the brand line through the LBS function of the small program. Users can confirm the membership status by displaying the identity authentication code in the online display card bag.

As a result, online shopping data and membership system of Jingdong link the shopping scene and membership system under the brand line through small programs, thus creating a brand new marketing channel.

On the basis of the high value-added membership system, Jingdong is also making full efforts in content ecology.

At the summit, Jingdong announced that in 2018, it launched the "100 million" plan, that is, to cultivate 100 content partners who had over ten million yuan in revenue last year on Jingdong platform, to support 1000 year's content partners who earn more than one million yuan, and to create the strongest content marketing of the whole network.

It is understood that Jingdong has written in-depth cooperation with Baidu in AI writing.

At the same time, after several years of efforts, Jingdong has established long-term and stable cooperative relations with a large number of content partners, such as worth buying, tiger flapping, one, two and so on. Based on Beijing's task platform, industry seminars, offline salons and other ways, the brand and the content organization's ties are continuously strengthened, so as to build a platform for content marketing cooperation for both sides.

In addition to the center entrance, Jingdong Kepler will continue to improve the three modes of entry, buyout and shopping guide, and launch the two products based on WeChat small program, namely "Beijing mall" and "light mall".

Among them, "Beijing mall" is a small program to generate brand flagship stores for Jingdong's brand manufacturers. "Light mall" is mainly a service provider who has not yet been admitted to Jingdong but has small procedures or needs to generate electricity supplier capabilities around small programs. It provides component capability support to help build and operate an independent brand mall on WeChat platform.

These two models mainly use WeChat applet as a carrier, and also an important part of the cooperation between Jingdong and Tencent.

"7% of Jingdong's double 11 final sales this year will be 7% from Jingdong station," Kepler said.

Han Rui said.

Xu Lei believes that "unbounded retail" is Jingdong's judgment of the future trend of the industry.

Unbounded marketing, through scenario linkage, data connectivity and value interoperability, connect different consumption behaviors and scenarios.

In the future, Jingdong will continue to push forward the mode and technological innovation, and open up various scenarios through extensive alliances. On the one hand, we should dig deeper into data and open data resources on the one hand; through marketing empowerment, every link in the retail chain can share and create value.

More interesting reports, please pay attention to the world clothing shoes and hats net.