“We don’t worry about the demand of consumers, we are afraid that they have no demand.” Many years of experience in the field of snacks and fast food, so that Jing Hui, general manager of the snack foods department of the Consumer Goods Division of Jingdong Mall, is very confident, “consumers The more picky, the more logic that is screened, the more we can pinpoint exactly what the consumer needs, and then reverse-customize the products that meet the needs of consumers according to the analysis of Jingdong Big Data.” Today, Jingdong Supermarket sits on a fast food speed food. The first position on the class line, the team led by Yang Hui is also called “user purchase spokesperson” by the industry.
Jingdong has done data with iQiyi, Tencent, etc., and can understand consumers in multiple dimensions such as TV dramas and browsing habits. For example, consumers search online for keywords such as “high-end”, “healthy”, “low-salt”, “no sugar”, and Jingdong Big Data will show consumers the corresponding products. “One is to improve conversion, and the other is to Can optimize the consumer’s buying experience.”
There are many kinds of casual snacks. In a strict sense, foods other than staple foods are snacks. Compared with other categories, snacks and fast foods are very complicated in various sub-divisions, and some international brands are in Shanghai. Therefore, the large-scale node of the Double Eleven, the operators of Jingdong snacks and fast food will be busy. .
11.11 Global Good Things Festival, Jingdong Snacks Planet makes food catching good
Snacks and fast food account for up to 30% of food, and are still in a period of rapid development. In the past, offline snacks competed for shelves, and occupied the shelves to basically occupy resources. Now, consumers are moving to the Internet, and competition among brands is the competition between products and consumers. Yang Hui believes that the advantages of the head brand are more obvious. The brands in the market segment go deeper product iteration through new technologies, strengthen communication with consumers, and there are also opportunities for overtaking in corners.
From the wilderness to the online category, the industry is changing.
“8 years, from the initial brand investment, to the current brand and we define the industry standards together, together with the launch of good products, the process is full of challenges and hardships, but we gradually accumulate the consumer and brand business to us Trust, it’s worth it!”
There is a standard in the Jingdong snack fast food trader: let consumers choose the real snacks without leaving home. In order to achieve this effect, they have been working hard for 8 years. In 2015, the concentrated iteration of the consumer groups and the accumulation of Jingdong snacks and fast food traders made this category the first online result in Jingdong Supermarket.
Jingdong data shows that the main user groups of Jingdong Supermarket are household users and middle-class people. Casual snacks have become one of the most popular categories. The public’s single pursuit of taste buds has gradually escalated into a variety of health, quality and even snack culture. pursue.
Different from other categories, the brand of snacks and fast food is mostly in Shanghai. Usually, the brand will keep visiting once a month to visit Jingdong, the frequency of one call per day. When it came to festivals such as 11.11, many brands were stationed at the Jingdong headquarters.
Yang Hui now recalls, “In fact, every stage is different.” At the beginning of development, the Jingdong Snacks Fast Food team will build more categories, and through the introduction of suppliers, they will have business cooperation with JD. After 8 years of exploration and growth, it has now reached a certain stage. The team is more about leading suppliers to make breakthroughs. How can we make this business closer to consumers and the division of labor is more detailed? And professional.
Although the cost of acquiring users online has become higher and higher in the past two years, the online growth rate is still 4-6 times higher than the offline. In the Jingdong snacks fast food team’s view, “We are doing incremental market, in fact, many high-end products can sell better, can help the brand to shape brand tonality.”
At the brand side, their roles changed from passive recipients to autonomous creators, which are reverse-customized according to the products that consumers need. On the consumer side, the consumer crowd iterates quickly. The group that originally used E-Commerce had higher requirements for efficiency and quality; the consumer groups that newly joined E-Commerce had higher frequency of using E-Commerce platforms in scattered time.
In addition, the hunting and flavoring of the snack industry is very important, and the richness of a brand product has become an important factor in the consumer’s favor in recent years.
In the beginning, at the beginning, everyone was very interested in snacks for biscuits and cakes. Later, they were interested in nuts and roasted seeds and nuts. In addition, they were very keen on dried fruit. The short-term biscuit cakes are hotter, new. Seafood snacks, such as prawns, scallops, and abalone, have been developed into pocket snacks… No one category is unique or a brand can always develop. Only by constantly changing with the needs of consumers can we be invincible. Ground.
Jingdong Big Data is the cornerstone, empowering the brand to insert the wings to take off
Online, how long has the consumer visited the store, what products he saw, and even who he is, the brand does not know, let alone the precipitation and analysis of the data. Jingdong is not the same, their data can be an insight into the changes in consumers’ purchasing behavior, which products have joined the shopping cart, which store they saw and watched… Based on a series of data, Jingdong opened it to the brand side and worked together on the product. Optimize to achieve infinitely close to the needs of consumers.
Many brand cases have used Jingdong Big Data to gain the favor of consumers and become a loyal fan.
Take the three squirrels as an example. In its logo, the squirrel Xiaomei is a gentle and quiet princess; the squirrel is a warm man with an intellectual atmosphere; the squirrel is a representative of eating bitter, jealous, and optimistic. These three personalities cover the most important people in the current 85s and 90s, which is impressive.
Jingdong’s nuts and foodies are no strangers to these three cute little squirrels.
Before they collaborated with JD, they had no way of knowing the difference in demand among potential users in various regions. In April 2016, three squirrels entered the Jingdong self-operated camp. In their view, big data is a key to unlocking the potential value of users. Therefore, they use Jingdong Big Data to dig deep into the core needs of consumers and retain old users. Pull in new users. With the strong self-operated user base and logistics advantages of Jingdong Supermarket, the sales growth of the three squirrels has been twice as high as that of the industry, and its new users have grown rapidly, with new and old users accounting for 7:3.
In 2017 “6·18”, Jingdong fully considered the differences between users in the north and the south, and according to the consumption habits of consumers in different regions, helped the three squirrels to conduct precise marketing for users in the southwest and north China, and recommended products more suitable for them. The way of shopping has received enthusiastic response from consumers and achieved explosive growth in sales.
Followed by the creation of a custom gift box, the price is between 100-200 yuan. However, Jingdong data shows that many high-end users come to Jingdong to buy, their demand is to be given to the boss, to the customer, and need higher-end products, so Jingdong launched a 666 yuan limited edition high-end real red squirrel gift box, “after opening, give The human feeling is that there is a style, which can fully fit the people who have not met the needs of some people.”
On February 3, 2018, the sales of the three squirrels “Super Brand Day” reached 12 times daily for the first 30 days, which was 3 times higher than the industry growth rate. At the same time, Jingdong custom-made gift box sales accounted for more than 50%, high-end gift box sales accounted for more than 20%, and 666 yuan limited edition high-end real red squirrel gift box was popular with high-end consumer groups, the market performance is very hot.
Under the online, the relatively expensive Brazilian pine nuts, food gift boxes with a price of more than 400 yuan are often purchased in small quantities, but the three squirrel gift boxes in Jingdong will be sold out.
Cross-border roads are routines? In Jingdong, cross-border brands are targeted
Casual snacks are the largest in the entire supermarket and have the largest number of SKUs. Consumers are basically impulsive when buying snacks. “He may not buy it because he wants to eat chocolate, nor will he buy it because he wants to eat instant noodles. So one of the things that Jingdong wants to help the brand to do is to let the consumer choose this when possible. One, not the one.” Yang Hui said.
Linkage with well-known IP cross-border has always been considered a more effective way. Dove, who is known to consumers as a “new silky slip”, is no exception. Surreal love business mobile game “Love and Producer” rushed out of the wall, the cumulative number of registered users has exceeded 65 million, the official microblogging fans more than 700,000, became a popular hand-to-hand tour.
Jingdong launches Dove’s “Love and Producer” gift box
Dove is aiming at this opportunity, inviting Li Zeyan to serve as the co-president of Defu, Zhou Qiluo as the spokesperson of Defusi, and Baiqi as the guardian of the secret of Defusi, and Xu Mo as the expert in the formulation of Defusi Introducing the latest tastes of Dove’s small fresh matcha cookies, lemon cookies, and strawberry cookies, and a romantic love story.
Jingdong used the Jingteng plan to put the ads out, and then helped the brand significantly increase the advertising conversion rate based on the data that consumers bought through the links.
In addition, it has the world’s leading manufacturer of biscuits, chocolate, chewing gum and candy. It has a brand that is familiar and loved by many Chinese consumers such as Oreo, Fun, Fun, Wonder Card, Hyun Mai, and Yikoulian. It also established a steady growth in online sales through its cooperation with JD.
On October 17th, 2017, the wonderful card Zhang Yixing custom gift box was exclusively listed in Jingdong, realizing the most successful star live broadcast in the history of billion meters. The number of interactions exceeded 2 million, and the sales amount of the wonderful card in one hour was over October 2016. The whole month; on the day of 11.11 in 2017, it achieved a record of tens of millions of single-day sales and an eight-fold increase year-on-year.
Second card Zhang Yixing Jingdong exclusive custom gift box
“Jingdong back-end data can give the brand a precise positioning, where their crowds are, and when consumers buy and how much money they buy, they are controllable and efficient.” Yang Hui said that offline traditional enterprises, There are costs of distribution, the cost of channels, the cost of distribution, and the cost of advertising. However, these costs cannot be traced exactly where they are spent, and the efficiency is not high. How much sales are converted is unknown. But in Jingdong, every time you spend, you can obviously earn back.
In fact, compared to sales, it is more important to customize the product to achieve a good interaction with the consumer. For example, when the Saint Seiya game is relatively hot, Jingdong can help the brand to customize the products with the game elements, so as to reach the crowd with precision. After that, it will be accompanied by other promotions and other activities to form a long-term interactive relationship with consumers, which is also one of the ways to help the brand to maintain their fans.
All-round marketing, let consumers know that you know you better
People who enter the supermarket may take some food to eat, which is a great opportunity for snacks and fast food. But snacks and fast food are not just needed, which is a test of the brand’s marketing skills. For example, how can it resonate with consumers.
In addition to big data and IP cross-border, marketing is the most important part. To this end, Jingdong took the lead in proposing the festival of “517 Carnival Carnival”, which created the concept of buying food for everyone. At the same time, it also gives the business an opportunity to create a hot topic and focus on a large amount of traffic.
At the Jingdong level, online and offline are linked together to achieve unbounded marketing and enhance users’ sense of experience and participation. Online, there will be a variety of big promotion activities, brand-to-brand joint activities, when consumers buy things online, they will be accompanied by a QR code, which can be picked up offline, which can also bring traffic to the offline. Under the line, all the offline stores of the brand will have the appearance of the Jingdong Carnival. The commonly used method is that the consumer scans the code online and can receive a coupon that can be used for online consumption, thereby forming a closed loop of online and offline traffic.
For example, in the 2017 Jingdong Supermarket Festival, Jingdong Supermarket joined hands with Crest and three squirrels to launch the “big-name storm” theme. During the event, Crest combined with three squirrels to bring consumers a total of 199 minus 100, explosives, spikes, spikes, and gifts. In the evening, consumers can also watch the live broadcast and log in to Jingdong Supermarket to grab 50% off exclusive benefits.
The era of demand personalization, scene diversification, and value participation has arrived. I believe that under the leadership of Jingdong, the boundaries of industry and geography will continue to expand and lead the transformation of retail and consumption.