JD.COM Household Appliances Partner Conference was held in Beijing, and the whole industry joined hands to walk out of the road of sustainable growth.
On September 21st, 2022 JD.COM Household Appliances Partner Conference was held in Beijing with the theme of "Reaching for the Best and Warming the Peer". Jiang Feng, executive director of China Household Electrical Appliances Association, attended the conference and delivered a speech. The heads of many household electrical appliances enterprises and Zhihu and Xiaohongshu content platforms from all over the country came to the conference site to explore the growth code of "new household appliances" era with JD.COM household appliances, so as to seek the power of high-quality and sustainable growth of the household electrical appliances market.
Although the objective environment in recent years has made the home appliance industry encounter some changes and challenges, with the favorable national policies and the joint efforts of all parties in the industry, the home appliance market still contains huge opportunities and development space. For example, when the market was full of "uncertainty", JD.COM’s household appliances rose against the market, not only in JD.COM 618 and other nodes and partners, but also in the depressed market environment in the first half of the year, 187 core brands still achieved double-digit growth in JD.COM. It is this "deterministic" growth force that has strengthened the determination of JD.COM home appliances and many partners to forge ahead, and also opened up a new path for the home appliance industry to explore and discover the incremental field.
Join hands to create a new path of sustainable and benign growth. JD.COM household appliances adhere to "long-term doctrine"
Under the pressure of the stock market in recent years, people in the home appliance industry are trying their best to find a breakthrough. Faced with this dilemma, at the meeting, Fan Xie, vice president of JD.COM Group and president of Household Appliances Division, introduced the strategic upgrade and planning layout of household appliances in JD.COM in 2022, and proposed that JD.COM Household Appliances would adhere to the "long-term doctrine", firm its strategic direction in product innovation, omni-channel integration, ecological synergy and other dimensions, and constantly build a path of benign sustainable growth and structural growth to help partners and the whole industry grow healthily.
On the product side, as early as 2021, JD.COM Household Appliances put forward a new promotion strategy represented by the "Super Revitalization Plan". Through the joint efforts of JD.COM household appliances and manufacturers to create new products from five aspects: product selection, mind, grass planting, launch and marketing, brands such as Sony, Philips, casarte, Xiaomi, Huawei, Boss, Cobos and Panasonic have achieved good results in JD.COM household appliances, which are effective. The phased achievements made in pushing the new strategy over the past year have also confirmed the future of the industry. Nowadays, in order to upgrade the market structure and give consumers a better experience, JD.COM Household Appliances will continue to deepen the strategy of pushing new products and trend categories together with manufacturers to help the growth of high-end and high-quality products. By working with the brand to improve the new product launch management system and jointly build the trend category product life cycle management system, the two parties will work together to realize the product launch, and the new product will explode.
On the omni-channel side, 15,000 JD.COM home appliance stores are still an important starting point for manufacturers to reach the sinking market. This year, JD.COM Household Appliances Store will further expand its channel layout by creating new stores such as smart kitchen stores and county landmark experience stores, and realize the diversification from fast coverage to store opening. In terms of goods, while meeting the demand for cost-effective products, we will increase the launch of new products and trend products to enrich the types of household appliances in the sinking market and optimize the consumer experience. In addition, online and offline digital operation guidance is supplemented for stores, which can help shopkeepers improve their retail capacity and product structure and gain longer-term growth.
In terms of ecological co-construction, we adhere to an open attitude and seek win-win results in many ways. JD.COM Home Appliances will vigorously develop O2O stores, realize online transactions, and perform offline immediately to meet the needs of users’ home appliances in the same city; Deep integration with home improvement companies through various cooperation methods to build a one-stop service platform for home improvement/home/home appliances for consumers; Complement each other’s advantages with core regional chains in commodity sales, supply chain upstream and downstream, and localized services, and jointly improve user-oriented retail and service capabilities; Open up the content platform, lay the grass content through mainstream media and high-quality talents, and convey the mind of "new home appliances" through multiple channels, so that the pursuit of new home appliances has become a trend.
In addition, JD.COM Household Appliances will continue to deepen its platform experience, supply chain efficiency and user operation. Among them, the joint brand continues to make efforts in the field of C2M customization of Jingpin household appliances, linking industry and consumption through data and technology, improving the efficiency of the supply chain, and starting from efficiently meeting the individual needs of different consumer groups, creating products and services and creating new commercial value. At the same time, increase the cross-category operation of subdivided people and scenes, and drive one-stop consumption of home appliances and related scene products. On the other hand, in the specialized organization, the collection, sales and control are separated, covering multi-terminal and multi-scenarios, realizing specialized division of labor and refined operation, and focusing on the classification of the field, realizing the accurate matching of people and goods yards.
At the same time, JD.COM Household Appliances Association will make great efforts to promote the process of "digital entity integration", use digital technology to further promote the development of online and offline integration, realize a virtuous circle of offline physical store users going up and online virtual store traffic going down, and bring users a better experience with digital and visual full-link services. In the face of the trend of "integration of home appliances and home improvement", JD.COM Home Appliances will also innovate to build a designer system in JD.COM, build a smart family life platform with "home" as the scene, integrate eight family spaces in the user field, and integrate all categories of home appliances to upgrade online and offline shopping links.
With regard to the focus of JD.COM’s home appliances in the future, Fan Xie said that he would work together with industry partners to build core competence around five major work priorities, namely, product innovation, Beijing-quality home appliances, sinking market coverage, front-loading market of line 1-3, and service and experience upgrade. In the future, we will stick to "long-term doctrine" and strive to achieve high-quality and sustainable growth in the home appliance market. On the basis of the first growth curve of retail track, JD.COM household appliances will also open up more tracks with integrated supply chain solutions, promote the multi-dimensional accelerated development of household appliances industry, and join hands with partners to grow and find new tracks for development.
The content matrix detonated the "Supernova Alliance" plan to make "new home appliances" fire.
With the migration of the main consumer from the post-80s to the post-90s and then to the post-00s, the Z-generation users, as Internet aborigines, are used to learning new things, discovering new demands and sharing new ideas in Internet information. In the face of new products, good product content is a big reason to stimulate their enthusiasm for consumption. For home appliances, consumers should see with their own eyes how product innovation can change their lives and realize that "the original home appliances can still be like this", so that they will buy new products for more value factors.
In response to this phenomenon, Zheng Xiaodan, the head of JD.COM’s retail 3C home appliance business group and content marketing, introduced the content development plan of JD.COM home appliances, and announced the launch of the "Supernova Alliance" plan at the partner conference. The plan covers three core strategies: diversified talent alliance, upgrade of marketing IP position and refined operation of global users. On the one hand, through the expansion of data-driven diversified talent alliance, the content marketing efficiency and product-effect conversion effect of customers in the social domain will be improved. On the other hand, the "original home appliances can still do this" marketing IP position is upgraded, and the whole media and brands are linked to launch global content, and the matrix of people who adapt to home appliances is continuously tapped to create new home appliance marketing alliances and strengthen user connections. So that consumers can deeply understand that "new home appliances" bring "new life" and reach an effective cycle of content-driven consumption.
The content creation of the "Supernova Alliance" plan will make powerful brands and products more "explosive", so that emerging home appliances with new technologies and new values and new experiences and services can be quickly recognized and popularized by consumers. While rejuvenating people’s better life with new home appliances, it also finds new points for the home appliance market, which drives all parties in the industry to promote the upgrading of industrial structure.
Under the wave of industrial digitalization, the omni-channel integration and development of the home appliance industry has become an inevitable trend. Various offline emerging stores are constantly bringing consumers multiple shopping experiences and further activating the vitality of market rejuvenation and growth. At the meeting, Yu Kun, CEO of JD.COM Wuxing Electric Appliance Group, shared the omni-channel development strategy of Wuxing Electric Appliance, saying that it will take JD.COM MALL, JD.COM Super Experience Store, JD.COM City Flagship Store and other store formats as the core, and fully integrate into the omni-channel section of 3C household appliances in JD.COM, so as to realize the comprehensive opening of online and offline freight yards. At the same time, through field co-construction, marketing co-construction and service co-construction, JD.COM MALL, JD.COM Super Experience Store, JD.COM City Flagship Store and Wanzhentong will also accelerate their development, and join hands with partners to achieve omni-channel co-frequency resonance, seek common growth and win-win together.
For the upcoming JD.COM 11.11, Yang Chan, general manager of JD.COM 3C Household Appliances Business Group and Household Appliances Marketing Department, announced the strategy and play of JD.COM Household Appliances 11.11 at the conference site. This year, JD.COM Household Appliances 11.11 will continue the "8: 00 p.m." game created by nodes such as JD.COM 11.11 last year and JD.COM 618 this year, and ignite consumption at 8: 00 p.m., giving users a quality experience of staying up late and continuously deepening consumers’ mental cognition. In addition, it mainly focuses on three dimensions: first, the structure, focusing on breaking through new products and trend categories in goods, and fully preparing goods with good cost performance to optimize the market structure while meeting the upgrading needs of consumers. The second is rights and interests. The core breaks through the focus of rights and interests and simplifies the complicated promotion. Third, users, through accurate content access and brand co-construction, give users at all levels of the country a better shopping experience. In this JD.COM Household Appliances 11.11, we have joined many partners to open the incremental field of "quality consumption" household appliances with "simple and practical" 11.11.
At this conference, as the best partner of home appliance brand, JD.COM Home Appliances not only discussed the future development opportunities of the industry with the brand, but also commended the excellent partners. For hundreds of brand partners, such as Haier, Hisense, Midea, TCL, Siemens, Konka and Fangtai, we awarded the Best User Experience Award, the Best Supply Chain Efficiency Award, the Best User Mind Award, the Eco-Partner, the Annual Rising Star Store, the Annual Gold Medal Store Award, the National Top Ten Store Award, the S New Product Award, the Most Growing Brand Award and so on.
In the future, JD.COM Household Electrical Appliances Association has been working hand in hand with partners in the whole industry for new development and warmth, and will create higher achievements on the road of promoting the sustainable growth of the household electrical appliance industry.