Original Darko Frontal Connection 2022-02-16
At 4 p.m. on January 31, 2022, there are still 4 hours before the start of the CCTV Spring Festival Gala in the Year of the Tiger, and the 4th floor of Area A of Beijing Yizhuang and Jingdong Headquarters has become a red ocean. JD.com employees wearing red vests gathered around elevator entrances and walkways for a special mobilization meeting. Xin Lijun, CEO of JD Retail, held a microphone in his hand and asked loudly in the crowd: "This is the biggest event in jd.com's history, and there is no one." We have been working day and night for a month, all for this evening! Brothers, do you have faith? ”
Chinese New Year's Eve afternoon, Jingdong Retail CEO Xin Lijun congratulated the members of the Jingdong Spring Festival Gala project team
"Yes!" Tidal applause and slogans rang out instantly. The "biggest activity" mentioned by Xin Lijun is that Jingdong, as the exclusive interactive partner of the 2022 CCTV Spring Festival Gala, will invite the whole people to share 1.5 billion yuan in red envelopes and physical prizes during the Spring Festival Gala. Sending money and gifts seems to be a simple and good thing to earn people's feelings, but any action multiplied by 1 billion will become a big problem - even if this action is just "shake": in 2015, when WeChat issued spring festival red envelopes, there were several brief downtimes; in 2018, Taobao prepared server resources equivalent to 3 times that of the "Double Eleven" period, and finally did not carry a huge amount of traffic; in 2019, Baidu used 100,000 servers to make the red envelope system run smoothly, but the third-party app store was broken by huge traffic. In addition, the complicated gameplay and lack of sincerity often become the hot words for the audience to complain about the interaction of the Spring Festival Gala. The Spring Festival Gala, which generates hundreds of millions of high concurrent traffic, is the Everest that every technology company is eager to climb. Only by successfully withstanding the test of the Spring Festival Gala can we highlight our excellent technical strength and careful business guarantee system. And Jingdong's climb is much more difficult than its peers: compared with the preparation time of half a year for the previous Spring Festival Gala cooperation, this time Jingdong only has 27 days. The event lasted for nearly a month from the 22nd of the Waxing Moon to the Lantern Festival Gala. The biggest difference is that Jingdong not only shakes the red envelope but also unites many brands to send physical goods, from technology, supply chain support to brand cooperation, and then to the logistics system "Spring Festival also delivery", adding a series of challenges. Jingdong people themselves summed up the "four most" of this Spring Festival Gala cooperation: the shortest history of the preparation period, the longest history of the interaction period, the highest concurrent traffic in the world, and the most complex scene in the world. The pressure can be imagined. Liu Qiangdong, chairman and CEO of JD Group, and Xu Lei, president of JD Group, did not give the project team high targets, leaving only one sentence: Don't lose face in front of the people of the whole country.
The "not expensive" time goes back to the end of December 2021. Jingdong received a notice from CCTV and hoped to formally negotiate cooperation for the Spring Festival Gala. Shao Jingping, vice president of Jingdong Group and head of Jingdong Retail Marketing and Commercialization Center, and a team of nine people rushed to CCTV to meet with the relevant responsible persons. This news is not very unexpected for JD.com. Because Jingdong has had preliminary exchanges with CCTV on relevant cooperation before. In previous years, CCTV cooperated with sponsors, which usually had months or even half a year of preparation time, but this year CCTV is negotiating with JD.com in the "whistle" time. According to relevant sources, Jingdong is not the only one who intends to sponsor the Spring Festival Gala of the Year of the Tiger, and Jingdong is not the highest bidder, but CCTV repeatedly considered or chose Jingdong.
Peng Jianming (middle), member of the editorial board and general manager of the general manager office of China Central Radio and Television Corporation, Xin Lijun, CEO of JD Retail (second from right), and Shao Jingping, vice president of JD Group and head of JD Retail Marketing and Commercialization Center (second from left), jointly launched the Spring Festival Gala project cooperation.
"CCTV bidding is not only about money, but also about the social value that this enterprise can bring." According to the insider, the steady development of JD.com as a new type of entity, the reputation brought by its righteous business values, has added a lot of points in the Spring Festival Gala sponsorship competition. JD.com and CCTV talked for three or four hours for the first time, and the progress was very smooth. Shao Jingping recalled that CCTV gave Jingdong unprecedented support, such as the number of sponsors exposed in the Spring Festival Gala can reach 7 times, more than in previous years, and the oral broadcast is still retained when the Spring Festival Gala is rebroadcast, which is also not in previous years. But Shao Jingping's team admitted to CCTV that the Spring Festival Gala was a big deal, the preparation time was too short, and they had to go back to evaluate the products and technology. CCTV is well aware of the difficulties, and even helped JD.com come up with ideas: "If there is no server, you can find friends to borrow." "No company will easily refuse the Spring Festival Gala stage. After a meeting and discussion, jd.com's senior management decided to overcome all difficulties and seize this opportunity. Tie Weibin of Shao Jingping's team remembers very clearly that on December 31, 2021, at 11:00 p.m. on the last night of the year, JD.com officially stamped a paper contract, and a JD employee rushed to the CCTV office by taxi before the New Year's Eve, "finalizing this matter." On January 5, 2022, only 27 days before the Spring Festival Gala, CCTV held a press conference and officially announced that JD.com became the exclusive interactive partner of the 2022 Spring Festival Gala. The specific amount of cooperation between the two sides is a trade secret, but when a friend asked Xu Lei, president of Jingdong Group, in a WeChat group, Xu Lei replied with two words: "Not expensive."
The War Drum Jingdong Spring Festival Gala Project was officially launched, code-named X. Within JD.com, the most important projects of the year such as 618 and 11.11 are S-class, and now there is an X-level above the S-level, and the weight of the weight can be seen. The project specially set up a PMO (Project Management Office) working group, Xu Lei personally served as the general commander, Xin Lijun as the deputy commander- and set up 9 groups such as marketing, investment promotion, activities, research and development, customer service, etc., each group is responsible for a vice president. The project involves tens of thousands of people, in addition to 200,000 logistics front-line employees "Spring Festival also delivery", to support the logistics and distribution work after users place orders during the Spring Festival Gala. The 4th floor of Area A of Building 1 of Jingdong Headquarters was originally a conference room, and the entire floor was emptied after the Launch of the Spring Festival Gala Project, becoming the preparation area for the Spring Festival Gala Project. Dozens of meeting rooms of varying sizes welcomed hundreds of sets of tables and chairs, power boards, wires, computers, televisions, and a variety of snacks and beverages, with more than 600 people working in the area at their peak.
In the preparation room of the Spring Festival Gala project, the staff is having a heated discussion.
Xin Lijun introduced that although JD.com's sponsorship of the Spring Festival Gala has commercial considerations, it has not set an indicator in terms of user growth. "Our main purpose is to give back to our users. JD.com already has more than 500 million users, and they have been accompanying JD.com to grow. I hope that everyone will have fun with JD during the Spring Festival, and experience the services of JD.com's retail, technology and logistics processes. Some people along this line of thought proposed that Jingdong and many brand owners cooperate closely, "Can you pull the brand, especially the domestic brand, to send the grand prize together to the people of the country?" "This proposal was immediately recognized," CCTV was also very excited, thinking that if it was completed, it would be the most attractive user interaction in the history of the Spring Festival Gala. Xin Lijun said. Therefore, in the history of Spring Festival Gala sponsorship, for the first time, sponsors co-brand partners not only send gifts to users, but also share Spring Festival Gala dividends together, forming a larger and healthier "Spring Festival Gala ecology", stimulating national consumption and driving industry growth. Xin Lijun demanded that the brands and prizes on the Spring Festival Gala should cover all aspects of users' lives as much as possible, so that everyone should "have fun". Some brand owners heard that there was such an opportunity and took the initiative to call and express their enthusiasm for the Spring Festival Gala. But how to reasonably distribute brand equity? How to maximize the real benefits to users? All of these problems constitute a time-critical systems engineering. Nearly a month before the Spring Festival, yu Wen, the investment group of the Spring Festival Gala project, had an extra camp bed next to her workstation. Time is tight, and the investment team works almost around the clock. One day, she collaborated with the group to make a short film showing her daily work. She said to the film crew, no need to pose, you go to the office now. After the film crew went there, they said that the employees could not shoot. "I said why not? He said that the most basic requirement for our shooting was to wash our faces. "There's a big drum standing in the office area. Whenever the investment team reaches a signing agreement with a brand, colleagues will pick up the drum hammer and beat the drum to celebrate. With the shortest two businesses, the brand side based on years of cooperation in JD.com's trust, decided to sign a contract when JD.com had not yet made a detailed investment plan.
The members of the Spring Festival Gala project team beat drums to celebrate the brand's participation in the Spring Festival Gala cooperation
27 days of investment, more than 200 brands signed, of which China Mobile, Xiaomi, Yanghe and other eight brands determined to appear on the Spring Festival Gala stage, together with Jingdong sent 10,000 bottles of Yanghe wine, 5,000 millet mobile phones, 138,000 health gifts of Yangshengtang, 131 Dongfeng Lantu Free car and Lynk & Co Automobile 01 Pro two-year use rights and other prizes, a total of nearly 500,000 pieces. Other brands sent out various coupons at the exclusive venue of the Spring Festival Gala of the Jingdong APP. The ultimate grand prize car is the idea that has slowly emerged in the middle of the investment promotion. "If you shake a car, especially a domestic cutting-edge brand, it is a particularly happy thing for the people of the whole country." Yu Wen said that they communicated with car companies, in addition to the right to use for a specified period, they also had to give the winning users a license plate and buy insurance. In order to test whether the prizes given to users are reliable, Xin Lijun even experienced it himself. In an interview with reporters, he compared his hands to the style of a VR all-in-one machine, describing his previous use of the feeling: there is no sense of vertigo, which is very good. At the Spring Festival Gala of the Year of the Tiger, Jingdong and the brand sent 3,000 VR all-in-one machines with a total value of 15 million yuan. In the end, the total value of the interactive red envelopes and physical prizes of the Spring Festival Gala was determined to be 1.5 billion yuan, and the highest value prize, the market price of a certain car, exceeded 300,000 yuan, and if calculated according to the 15-year service life, the value of the two-year use right also exceeded 20,000 yuan. Previously, since 2015, the maximum amount of red envelopes issued by the sponsors of the Spring Festival Gala is 1.2 billion yuan, the minimum is 500 million yuan, and the maximum amount of a single red envelope is about 2,000 yuan. Yu Wen's team wants to recruit more brands to participate in a short period of time, which is doing "addition", but Liu Tingting's team, which designs a game for the interactive part of the Spring Festival Gala, has to work hard to do "subtraction". "My first feeling when I got the assignment was a little panic because it was really late at that point in time, but then it was more excitement." Liu Tingting said that although the team brain burst out a lot of ingenious ideas, such as based on the positioning function, users can play drums on their mobile phones with relatives within a few meters of the distance, and it is possible to get the family award. "In the days of the Spring Festival, people are often busy chatting with friends from all over the world with their mobile phones, and we hope to use this function to help everyone think of the people closest to them, but in the end, because of the tight time, these ideas are abandoned." The entrance to the event is easy to find, simple operation is easy to use, the gameplay is really sincere, became the first principle of Liu Tingting's team, they quickly confirmed the interactive play theme of "drumming and welcoming spring", and urgently developed interactive products.
In the face of the hundred million-level traffic of the Spring Festival Gala, the activity design is wonderful, and the inability of technology to support it means disaster. When some people suggest that "there is no server to borrow from other companies", they may not think that in special circumstances, the server is unbought, and there is no borrowing. Ultra-high traffic means that you need to match the excess server resources. In the past, the practice of Internet companies was to "buy, buy, buy". In 2019, Baidu named the Spring Festival Gala, not only vacated 50,000 servers internally, but also temporarily purchased 50,000 units, while the total number of servers sold nationwide throughout the year was 3 million. However, due to the impact of the epidemic, the server supply chain has been very tight in the past two years. Last year, on November 11, Jingdong ordered a batch of servers, and the procurement staff took the train to the Jinan factory and stared at the server production. "After production, it will be given to JD.com, but it will only give half of the purchase amount." Li Junliang of the Jingdong Spring Festival Gala project research and development team said that in the month before the Spring Festival, the server was even more "impossible to buy with money.". In the end, the servers that Jingdong can use for the Spring Festival Gala project are about 10,000 units. The other side of the coin is that unlike other companies that only need to send red envelopes, JD.com wants users to experience the full-link service from ordering to receiving goods in real time at the Spring Festival Gala. With each oral broadcast of the host's red envelope interaction, JD needs to complete the switch from shopping mode to red envelope interaction to shopping mode in Jingdong App, which is no worse, which brings unprecedented challenges to the R&D team.
Staff check in the computer room
"I've been with 618 and Double Eleven for two years, but the instant traffic of the Spring Festival Gala is 10 times higher than that of the big promotion." Yan Weipeng, vice president of Jingdong Group and head of the R&D team of the Spring Festival Gala project, said, "I am still very nervous in my heart if I don't hide from you. The time left for research and development is only more than half a month, and many people around me advised me not to take this project, it is too difficult. But for technical people, the Spring Festival Gala has a "fatal" temptation, and it is difficult for some people to have the opportunity to compete with such a top traffic in their lifetime. Reality has forced the Jingdong cloud R&D team to dig up potential internally without adding new servers, and to cope with the Spring Festival Gala by allocating resources to the limit. While this is difficult, the advantage is that it avoids the waste of a lot of redundant resources after the project ends, which is also what a cloud-based technology company should do. "Every time a user visits, we will accurately judge his consumption of our system," said Chang Liang, head of the Jingdong cloud infrastructure service group, "what we have to do is to squeeze the computing resources of each CPU's time slice, compress the packets transmitted on the network as much as possible, and do not waste a byte of network bandwidth, so as to maximize the use of existing resources from the three aspects of cloud computing, storage, and networking." "Chang Liang made an analogy, if you use the cloud before, it is like using tap water, so that everyone can share our computing power, storage and network resources, but resources are always limited, we can't always reserve the corresponding resources for a peak of ten times or five times, and let the resources sleep there after the peak has passed." At this time, the characteristics of the cloud, that is, the elastic use and expansion of resources, are perfectly reflected. "The JD cloud R&D team spent more than a week writing code and building a new and complex Spring Festival Gala red envelope system. At the same time, seven "full-link stress tests" were drilled in half a month to simulate the system response under the ultra-high traffic of the Spring Festival Gala. From the first stress test on January 6 to the completion of the seventh pressure test on January 24, the R&D team was highly tense. The emergency "script" alone has 61 pages and more than 20,000 words, so high strength, it is like forcing yourself to walk a tightrope.
In front of the stress test screen, staff from different departments are discussing
Preparation for technology requires consideration of all aspects. Jingdong not only found golden red envelopes at the Spring Festival Gala, but also a large number of shopping coupons, the Spring Festival Gala interaction is divided into seven rounds, and how many viewers participate in each round directly determines how the shopping coupons should be issued. If not handled properly, it is likely that there will not be enough coupons prepared in one round, and the coupons prepared in another round will not be issued. This problem was thrown to Peng Changping and his team in JD.com's retail business promotion division, most of whom are doctoral students with backgrounds in mathematics and statistics, usually responsible for the work related to big data algorithms, and colleagues call them "scientists". At first, scientists were just consultants, making suggestions, and then they came to the scene themselves, estimating traffic and analyzing user behavior patterns — such as how many people would participate in the first round, and how many people would participate in the second round. "After we made a few rounds of estimation, we found a very strong law, and it was a very perfect curve to draw with mathematics." Peng Changping picked up a pen and drew a parabola on the paper, revealing a sense of pleasure that foreshadowed reality, "The situation on the night of the Spring Festival Gala was very close to what we had simulated before... The relative gap between each point is basically within 3%. "The Spring Festival Gala project even involves risk control. According to media reports, during the past Spring Festival Gala, some people played the idea of "wool" and automatically launched a large number of requests to grab red envelopes, which was at least 10 times faster than normal users. An industry insider in the black industry circle admitted that he relied on such technical means to "xue" to 130,000 yuan in such activities in the past. Yin Cheng, head of the risk control center of the information security department of Jingdong Group, said that the data of the past spring festival red envelope activities of enterprises shows that "shear" will bring certain capital losses to enterprises, and will also affect the opportunity of normal users to grab red envelopes. The technical difficulty and uncertainty of anti-shearling wool is high. "It is necessary to crack down on black and ash production, but also to avoid mistaking users." Yin Cheng said. Therefore, other enterprises have chosen not to call risk control technology in the red envelope distribution link, but to do follow-up control in the withdrawal and distribution of red packets. This year, the Jingdong Spring Festival Gala project decided to push the defense line to the red envelope distribution link. Let's take an analogy. We usually go to work to brush the access control, wear the official employee of the work card a brush, the access control automatically opens, but the problematic people will be stopped outside the door, the access control will be carded off those disguised as regular employees, in the red envelope activity, the security risk control technology is the access control of this office building, Yin Chenghe and the team's job is, to each employee card built-in a "verification chip", hackers with fake work card brush access control, no matter how realistic the camouflage, pre-set verification system will judge that you are a machine or wool party within 5 milliseconds, Direct interception, but normal users can receive red envelopes very smoothly and smoothly. Through the highly complex security risk control technology and rule design, it is difficult for the general black wool party to crack this line of defense in a short time, if he continues to try to crack, perhaps he may finally find the answer, "but at this time (Spring Festival Gala) activities have ended, our offensive and defensive confrontation point is here." Yin Cheng said.
16 "water changes" On January 31, 2022, the last day of the Year of the Ox, almost all JD.com people are racing against the clock to prepare for the battle. In the most conspicuous place in the corridor of the preparation area, there is a Chinese New Year's Eve more than two meters high, counting down, the number stops at "0", and the big war is about to start. "I think that this time on the battlefield, as long as it is not hail, the hail may kill people," Li Junliang said, "we can all carry the storm." "There is only one hour left before the Spring Festival Gala begins, and the engineers of each module are making a final inspection of the system. Subsequently, the "XX system normal" of the brush appeared in the group. "Like thousands of troops and horses, they were inspected there, and everyone was highly nervous, and no one deserted." Li Junliang showed a satisfied smile. Not only the conference rooms, but also the corridors are full of programmers. At both ends of the door of a conference room, couplets with black characters on a red background are pasted: the upper link is "system stability", and the lower link is "smooth issuance of coupons". At exactly 8:00 p.m., the CCTV Spring Festival Gala opened, and the battle horn reached the ears of every programmer.
The Jingdong Spring Festival Gala project team members were nervously preparing for the Spring Festival Gala
A programmer at the scene said that the language program he was most looking forward to at this year's Spring Festival Gala was not Shen Teng, nor Jia Ling, but the host's oral broadcast. 7 rounds of oral broadcasting, each calling on more than a billion viewers to "shake a shake" at the same time, means that programmers have to do 7 rounds of confrontation with traffic. The first round of oral broadcasting, like igniting a rocket, the technical team is very nervous, afraid of problems with the system. A few minutes passed and the meeting room was particularly quiet. "(Flow) is completely stress-free." A programmer said. The atmosphere gradually eased, someone mentioned that the host may have said "too lightly", did not emphasize grabbing red envelopes, so many viewers could not react. According to the experience of past friends and the analysis of the ratings of the Spring Festival Gala, Li Junliang believes that the peak period of traffic will appear in the 2nd or 3rd round of oral broadcasting. The treacherous battle is yet to come. But until the 5th round, the system ran smoothly, "there was no problem". There was a more cheerful atmosphere in the preparation area, some people were concentrating on watching the Spring Festival Gala program, some people were leaning on the back of a chair with their eyes closed, and some people got up from their workstations and left, holding a plate full of melon seed shells and orange peels. Suddenly, there was a commotion in a conference room. The big brother who went to take out the garbage rushed back to the workstation. After a few minutes, everyone learned that a colleague tried to shake it on the spot, and actually shook the Spring Festival Gala joint golden bowl suit, which caused a burst of cheers. It was the "biggest" contingency of the night. As the 0 o'clock strikes and the battle draws to a close, some programmers have a sense of unfinished business. A colleague joked, no pressure, is our system designed too well? However, the final interaction data is still surprising: during the Spring Festival Gala, the cumulative interaction volume of global Chinese participating in Jingdong APP red envelopes reached 69.1 billion. Within 4 hours of the Spring Festival Gala, 7 rounds of red envelope interaction, from shopping to red envelope interaction, and then back to shopping, all rely on Jingdong Cloud to quickly dispatch server resources, "equivalent to a cup, the first time loaded with red envelope interaction water, after the end of the water immediately poured out, replaced by the water of the shopping scene", each "water change" is equivalent to letting the audience of 30 bird nests instantly sit full and leave all in an instant. Throughout the Spring Festival Gala, such a limit water change was as many as 16 times, and none of them failed. But for JD.com's more than 200,000 logistics and customer service employees, the battle is not over.
The first order Chinese New Year's Eve at about 10 p.m., more than two hours after the start of the Spring Festival Gala, Ms. Li of Bijie, Guizhou, received at home a good gift that she had "shaken" when she participated in the Jingdong Spring Festival Gala activities an hour and a half ago - not a coupon, but a physical object delivered to her home as quickly as possible. Ms. Li was very happy, "I think it was too surprising that the Chinese New Year's Eve also delivered." What she didn't know was that her list was the first order of physical interactive prizes sent by Jingdong Express during the Spring Festival Gala in the Year of the Tiger. The courier who delivered the goods for Ms. Li was Zhao Hong. The first time the package was delivered, Zhao Hong also had a sense of accomplishment, "I like to see the expression of the customer is very surprised." "Zhao Hong is a Bijie person, joined JD.com for seven years, and began to do delivery in Guiyang. He always wanted to find a job in his hometown that could earn money and take care of his two children. Two years ago, he saw hope, and the number of logistics orders in Jingdong County rose, and he applied to transfer back to his hometown and work at the doorstep of his home. Bijie was once the city with the largest number of poor people in Guizhou. Traffic is blocked here, soil erosion is serious, and poverty alleviation relies heavily on relocation. Zhao Hong's customers are scattered in the surrounding townships. In recent years, fellow villagers have lifted themselves out of poverty and bought more and more things on JD.com. The data shows that during the Spring Festival in 2021, the turnover of Bijie users in Jingdong was 42.6 times higher than in 2013. The online turnover of the entire Jingdong Spring Festival has also increased by 11 times in 8 years. The more orders you send, the more you earn. In 2022, Zhao Hong set himself a goal, "Monthly salary should be stable at more than five figures." "During the Spring Festival of the Year of the Tiger, Jingdong Logistics has 200,000 front-line employees, including Zhao Hong, who stick to the front line, even in Chinese New Year's Eve and the first day of the Chinese New Year, their services can cover more than 300 cities and 1,500 districts and counties across the country, and Jingdong has prepared more than 400 million yuan of subsidies for them." By 12:00 noon on February 1, Jingdong Express announced that it had successively sent out the interactive physical prizes of the Spring Festival Gala, including physical prizes and consumer orders, and 4 million consumers across the country had successively received the "first order of the New Year".
at 22:06 on the evening of the Chinese New Year's Eve, the first order of interactive physical gifts for the Spring Festival Gala of the Year of the Tiger in 2022 was delivered by Jingdong Express to Bijie, Guizhou.
For the rapid delivery of this day, JD.com has been honing for 15 years. In 2007, in order to solve the problem of slow arrival and damage to goods, Jingdong with various incomprehensions and doubts began to build a logistics system with integrated warehouses. As of September 30, 2021, JD Logistics has operated about 1,300 warehouses, of which 41 are "Asia One" large-scale intelligent warehouses. Through the use of a variety of automation equipment, the comprehensive efficiency of the newly put into use "Yayi" has been increased by more than 4 times, which has greatly improved the delivery time in remote areas. This year is already the tenth year of Jingdong Logistics's "Spring Festival delivery", but this year's Spring Festival is different from any Spring Festival in previous years, because Jingdong Logistics not only has to support the peak of online traffic such as the Spring Festival Gala red envelope interaction, but also takes into account retail orders, physical prizes, etc., and supports the fulfillment of the supply chain in complex scenarios such as orders, settlement, payment, to back-end warehousing and distribution. The person in charge of the Jingdong Logistics Spring Festival operation support project is Xiao Jun, and her team conducts advance drills on the "operational command map" marked with warehouses and transportation routes. After removing a warehouse, how to reconnect logistics lines, the team continued to explore in the process of "fighting". Now, they can provide managers with three ABC decision-making options in the "minute" level. In order to cope with the unprecedented traffic impact during the Spring Festival Gala, the most direct plan is to improve technical capabilities. Because every time the user opens the APP, he needs to call a map capability, recommend the nearby related goods, and in the process of order fulfillment, you also need to assign the order information to the nearest delivery site according to your address information, the more accurate the positioning, the shorter the delivery path, and the faster the fulfillment speed. Therefore, the huge traffic brought by the Spring Festival Gala has brought great challenges to the map ability. Zhang Yu, technical executive director of the Jingdong Logistics Spring Festival Gala project, said that Jingdong Logistics has specially optimized the geocoding service and analysis capabilities of the map. Among them, the accuracy rate of geocoding services has been increased from 91% optimization to 95%, and the analysis level four services have been increased from 97.83% to 98.54%, ensuring the smooth user experience during the New Year Festival, especially during the Spring Festival Gala. In addition to logistics, tens of thousands of customer service in Chengdu, Suqian and Yangzhou carried out three rounds of training and three drills in half a month, which provided another powerful insurance for the Jingdong Spring Festival Gala project. "Customers must not be blocked, and all experiences and services must be smooth." The first thing Niu Gang of the Spring Festival Gala customer service group has to do is risk investigation, clear the mine for the customer's experience in advance, and constantly put forward suggestions for improvement to the business department. During this time, not a single business team rejected customer service comments. Fighting with more than 10,000 human customer service, there is also intelligent customer service. "When can I grab a red packet?" Where to check it out? How to use the red envelope I grab? When will the physical prize be sent? These questions, customers will be the first time to consult, a user may ask a word, but hundreds of millions of viewers may have hundreds of thousands of questions, Jingdong intelligent customer service can play a great role," said Zhao Ran of the intelligent service department of Jingdong customer service. In order to ensure the user experience, Zhao Ran and the team let the customer service robot learn dialects from all over the country in view of the characteristics of the Spring Festival Gala, "No matter what situation occurs, our robot must bear more than 90% of the consultation volume." ”
Meng Lianggu on the morning of February 9, the ninth day of the Chinese New Year. In the headquarters office of JD.com, Xin Lijun wore a sweatshirt and looked relaxed to be interviewed. After withdrawing from the tense atmosphere of preparation, Xin Lijun joked that he was about to forget what happened at the Spring Festival Gala. "If you were to give this big test a score, how many points would you score?" Xin Lijun thought for a moment and then said, "80 points." In 2015, WeChat Pay leveraged the Spring Festival Gala to distribute 500 million red envelopes through "Shake a Shake", attracting 120 million people to participate, completing user accumulation overnight and winning the red envelope war with Alipay. Since then, Alipay, Baidu, Kuaishou, and Douyin have all regarded the Spring Festival Gala as a traffic entrance that must be contested. Traffic seems to have become the only criterion for the outside world to judge the success or failure of Internet companies participating in the Spring Festival Gala. However, the simple logic of winning the red envelope war and thus changing the competitive landscape of the industry has not continued. One year, a large factory used 1 billion red envelopes to attract nearly 400 million daily active users on the night of Chinese New Year's Eve, but the research report of the securities company showed that after five days, the retention rate was only 2%, and the huge marketing was exchanged for the first quarter of the year's financial report book loss. Based on this, Xin Lijun's expectation of the Jingdong Spring Festival Gala from the beginning is to give back to the old users, and use the stage of the Spring Festival Gala to show the ability and social value of Jingdong within four hours. Chinese New Year's Eve that night, what he cared about most was not the traffic, but the user's experience of receiving red envelopes, and whether the technology could resist the pressure. "They're platform-based, we're vertical." Xin Lijun said, "We are not so hypocritical to say that we do not need traffic, but it is true that it is not the most important, we are more concerned about whether each user can fully experience the service chain of JD.com, and whether we can afford it ourselves." ”
Chinese New Year's Eve that night, tens of thousands of customer service personnel on Jingdong answered user inquiries.
In sponsoring the Spring Festival Gala this time, Jingdong has taken three more steps than the previous sponsors in 27 days: through cooperation with the brand to send gifts, expanding the breadth of the Spring Festival Gala cooperation; relying on the available resources to improve the technical height of the Spring Festival Gala cooperation; through the display of retail, logistics and other full-chain capabilities, expanded the depth of the Spring Festival Gala cooperation. On the Internet, most netizens recognize the sincerity of the Spring Festival Gala, and even some people think that this is the "most realistic" Spring Festival Gala. "Jingdong was simple and rude this time, grabbed more than 30 pieces after a Spring Festival Gala", "I have to say that Xiaomi's three drumming coupons, folded up 1300 to buy k40 top with incense".... At a communication meeting, Xin Lijun associated the Spring Festival Gala preparation with the Meng Lianggu Battle. The Battle of Menglianggu took place in 1947, and Chen Yi and Su Yu commanded the East China Field Army to annihilate the reorganized 74th Division, the head of the "five main forces" of the Kuomintang army, with the arrogance of "taking the first rank of general in a million troops", and turned the tide of the war in East China. Xin Lijun believes that the Menglianggu Campaign reflects the superb strategy and tactics of the People's Liberation Army: no matter how difficult the overall situation is, it will try its best to gain local initiative, annihilate the enemy in the movement, and open up the situation in one fell swoop. JD.com's performance in this Spring Festival Gala project is similar to this. Most importantly, "this was the first time in the history of the War of Liberation that the Communist army was able to encircle and annihilate the most elite Kuomintang troops." Xin Lijun, who is familiar with this history, said, "It proves that the Platon Can Fight a Big War, which is a turning point in confidence." In his eyes, Jingdong also has the confidence to win any future battle after the Spring Festival Gala project. In recent years, the retail industry has undergone great changes, and the supervision has frequently lit up in anti-monopoly, data security, Internet finance, workers' rights and interests, and the Internet traffic dividend has also peaked. On the other hand, from Gome and Suning to Taobao and Pinduoduo, there is now a vibrato and kuaishou, and players continue to pour in. But Xin Lijun said that his only concern is whether he has served his users well. The new entity business model and righteous business values formed by JD.com over the past decade have become the core competitiveness of JD.com. JD.com's opponent is not a company, but a sea of stars. When doing offline retail business at the counter in Zhongguancun, Jingdong's signboard is genuine licensed goods and quality services. For more than 20 years, it has rarely been in the center of the spotlight, but it has walked solidly, just like The Three Many in "Soldier Assault", stubbornly doing the hardest and most tiring things, treating everything as a life-saving straw, and inadvertently, the life-saving straw in its arms has become a towering tree. Now, whether it is Xu Lei, Xin Lijun or anyone from JD.com, the essence of the retail industry is still the same cost, efficiency and user experience. Xu Lei believes that a successful enterprise has to go through two economic cycles, and one economic cycle is about 8-12 years. But in China, most private companies can only live and die in one economic cycle. He believes JD.com will successfully navigate the economic cycle, "If you can continue to create value for users and partners, then what are you worried about?" ”