"3, 2, 1, start broadcasting" accompanied by a familiar voice, Zhang Zhang, who was wearing a custom red vest, sat in front of the Jingdong procurement and sales live broadcast room, after the double eleven Jingdong procurement and sales fire, the live broadcast has become one of their regular work, there is no previous restraint and unfamiliarity, Zhang Zhang is more familiar and natural in front of the camera.
Jingdong procurement and sales live broadcast has become a part of Jingdong's procurement and sales work, and Zhang Zhang is a little excited when it comes to this Jingdong clothing procurement and sales. She had participated in the live broadcast of the exploration before, the live broadcast of clearance, and after the live broadcast of JD's procurement and sales began, she felt that there was finally a window for everyone to see JD's procurement and sales, and she could also give better play to her previous experience in the live broadcast.
In the first week of JD.com's live broadcast on Double 11, more than 140 million consumers poured into the live broadcast room, and the highest audience for the live broadcast of home appliances even reached more than 10 million people. This achievement not only far exceeds the historical record of JD Live, but even surpasses the debut of many well-known anchors.
How to make JD's live broadcast give full play to their greatest advantages in the regular live broadcast, make better use of the bridge between upstream merchants and downstream consumers, and change the ecology of live streaming, JD is quietly making changes.
Precise control, professional selection
As the temperature in the north plummets, many people have begun to urgently buy down jackets to protect against the cold, as a must-have in winter. According to data from the China Garment Association, the average annual compound growth rate of the market size from 2016 to 2021 is 12.73%, and the scale of China's down jacket market will reach about 169.2 billion yuan in 2022. According to the "2023 Warm Clothing Consumption Observation" released by JD.com, a variety of warm clothing has attracted attention in the past week, with the search volume of down jackets increasing by more than 5 times year-on-year, and the turnover of sports down jackets increasing by 10 times year-on-year.
As a seasonal sales category, down jackets have a short annual sales cycle, so it is very important for Jingdong to seize its key nodes. In September and October, the empowerment of new products and the user's water storage level directly determine how much sales can be made in the future.
As the procurement and sales of JD Apparel down jackets, Zhang Zhang and his team intensively did 4 Bosideng-related IP activities in September and October this year, and JD.com combined with the brand's new product launch and marketing campaigns can expand the volume at this stage and achieve the purpose of accumulating users. At the same time, they will screen some potential explosive products in the new products of the merchants, "hit" the price of this model to the most cost-effective, and complete the rapid growth of new products by using the price to form a transformation in the last new season.
Bosideng and JD.com have been cooperating for many years and have cultivated a certain tacit understanding with each other. Due to the explosive characteristics of down jackets, the requirements for the supply chain are particularly high, and the supply of goods needs to be solved within the most critical 100 days. "Through the VMI model, we have opened up the national inventory, and we have also made a customized version of the hourly purchase. We have also begun to try to contact with models such as Jingchao, which are becoming closer and closer in the supply chain and supply of goods, and almost all brand inventory is supplied online with JD in a timely manner, and brands and JD will always support each other, so as to achieve a win-win situation. The relevant person in charge of Bosideng e-commerce said.
"It is precisely because of the right grasp of the node and the good cooperation with the merchants that this year's Double 11 Bosideng has achieved a good result of TOP1 in the men's and women's down jacket turnover category. Zhang Zhang was quite proud.
The cold wave has intensified, and she has become busier recently, and after JD.com's procurement and sales became popular, her work was scheduled for a live broadcast every month in addition to the original task. Although it is Zhang Zhang's turn to live broadcast only once a month, the live broadcast room of clothing procurement and sales will be broadcast every day, and there are different Jingdong procurement and sales live broadcasts.
"The live broadcast is only two hours, but after these two hours, seven days a week, the selection of men's and women's clothing, including down jackets, the selection of the overall pallet and the realization of the price, must be fully prepared behind the scenes. Zhang Zhang said.
According to the survey data released by JD.com, in addition to consumers' attention to the material and quality of the product, such as the amount of down and anti-drill down have become high-frequency words mentioned in the product, the style design of the down jacket has also received great attention, such as retro fashion, three-dimensional modeling, etc., which have achieved a high month-on-month increase.
There are a variety of down jacket styles and designs on the market, and in order to be able to make professional selections for different groups of people, JD.com has chosen a scenario-based sales method to make it easier for consumers to associate products with their own needs and life scenarios.
Zhang Zhang's JD apparel procurement and sales team combined with the analysis of market trends and found that the outdoor scene is the scene that consumers are more inclined to in the past two or three years. Zhang Zhang said that the down of the mountain jacket is the main direction of this year, and the so-called mountain refers to the down jacket in the color of the army green, earth color, in the style and fabric actually have more windproof, water-repellent functions.
JD Procurement and Marketing not only understands the market, but also understands the product itself. When they choose products, they not only pay attention to quality, but also pay attention to user experience. From quality, functionality to usability, every detail is a factor they consider. "In addition to the design of the cuffs and neckline, the neckline will make a high collar inside, and the top of the cuffs will make a windproof lining inside, which is the tightened cuffs. Another type of option is detachable, which will have the inner tank of the jacket. Due to the temperature difference outside, you may choose to wear two pieces in the morning and evening, but by noon you can wear the outer shell alone or just the down lining inside. Zhang Zhang introduced in great detail.
It is precisely because of the understanding of the market and the product itself that the down jacket category has recently achieved very good sales results in the Jingdong procurement and sales live broadcast room.
Unique insight, intimate recommendation
According to the 2023 Silver Economic Insight Report released by Questmobile, as of September 2023, the number of users of the silver population has reached 325 million, a year-on-year increase of 7.6%, mostly concentrated in third-tier cities and below, and 49.3% of people are willing to spend more than 1,000 yuan, a year-on-year increase of 2.4%.
The Central Economic Work Conference held from December 11 to December 12 proposed to focus on expanding domestic demand, stimulating potential consumption, and expanding effective investment, so as to form a virtuous circle in which consumption and investment promote each other. As the most potential consumption that cannot be ignored, JD.com is equipped with professional procurement and sales of products suitable for the elderly for this type of consumer group.
Xiaoyu is the main responsible for the procurement and sales of Jingdong sanitary ware industry projects for the elderly. At first, he found that the elders around him had become more inconvenient in the process of life as they got older, and even small things such as going to the toilet and taking a bath had become a difficult thing. How to bring changes to the lives of family members through convenient products, so that more elders and the elderly can buy the products they need, and then improve the quality of life is a problem that Xiaoyu has been thinking about.
There are many kinds of products on the market, but many of them are "not useful". Many products are bought, and the end result is that they are thrown in the corner.
In order to avoid this situation, Xiaoyu went deep into the bathroom industry to personally select products suitable for the elderly, and truly improved the quality of life of the elderly with high-quality products.
"All products for the elderly must have the characteristics of solving the pain points of home care, and in the process of product selection, I am primarily concerned about the convenience of using the product. For example, it can be controlled by a button, by voice remotely, or by induction. For example, when I wake up at night, the nightlight automatically turns on. Secondly, the attention is to whether the material of the product for the elderly is environmentally friendly and antibacterial, and whether there is a more intimate design for the elderly in the product design, such as whether the height of the toilet handrail is adjustable. Xiao Yu said.
At present, the products for the elderly are still a relatively niche category in the market, whether it is a brand in the industry, or consumers do not know what products belong to the elderly, and some low-profile brands will not do precision marketing for a certain group of people, how to promote the products for the elderly There are many obstacles, so more often they will use the endorsement of big brands to form an industry benchmark to influence more small and medium-sized brands.
Therefore, the thermostatic piano key shower of Jomu is a product that fully meets these standards proposed by Xiaoyu. The water switch can be controlled by pressing a button, and the constant temperature design avoids the situation that the water temperature fluctuates during the bath. The shower has its own shelf function, which also makes it more convenient to take bath products during the bath. At the same time, this shower also has a self-cleaning function, which solves the problem of poor water flow after long-term use of the shower. Each function can solve the small troubles encountered in the home bathing scene, and customers also give a high evaluation of the product after purchase.
JD.com's procurement and sales personnel are well versed in products from various industries and understand the needs and preferences of different groups of people. Whether it's for the elderly, digital or fashion, they can find exactly what suits consumers in a large number of products. For example, the large street lamp suitable for children is an artificial light source that simulates sunlight, and this eye-protecting light will not cause harm to the eyes, nor will there be ghosting when writing, so that the eyes are more comfortable in the process of use. Xiaoyang said that this product has now become an industry benchmark in this category.
It is precisely because of the understanding of lamps and lanterns that when the flood occurred in Zhuozhou, Hebei Province, Xiaoyang inadvertently saw the materials released by the blue sky rescue team on the Internet for help, hoping to donate a batch of outdoor lighting for night rescue operations.
The lowest price, the most suitable product
Double 11 Jingdong procurement and sales are on fire, Jingdong procurement and sales personally sell Jingdong's self-operated products, no need to hire a person to bring goods, no need to give commissions to anchors, and no need for merchants to pay pit fees. The "three no live broadcast room" can compress the cost space to the lowest and achieve the most extreme price.
Two months have passed, and when JD.com's live broadcast has become normalized, it still relies on honest management and continues to "squeeze water" in the supply chain to create the ultimate cost performance that is truly suitable for consumers.
Some time ago, because the price of domestic down jackets was 7,000 yuan, which was on the hot search on Weibo, many netizens joked that after the "ice cream assassin", there was a "down jacket assassin". According to data from the China National Commercial Information Center, from 2014 to 2020, the average unit price of down jackets in mainland China has risen from 452 yuan to 656 yuan. The transaction price of large-scale cold-proof clothing exceeded 1,000 yuan, of which more than 2,000 yuan accounted for nearly 70%.
In order to allow more consumers to buy cheap and cost-effective down jackets, Jingdong and Jingdong procurement and sales operations have thought of many ways.
"First of all, we will select the most cost-effective down jacket and jointly build a special subsidy of 10 billion yuan to ensure that this model is the most cost-effective. Secondly, in the live broadcast room of JD procurement and sales, some platforms will be fed back and subsidized on the live broadcast side to ensure that this model can be the most cost-effective in the live broadcast room of JD procurement and sales, such as Bosideng and Tambor, they will apply for a special price for the live broadcast room of JD procurement and sales. Zhang Zhang said.
Through the support and subsidies for merchants, this sustainable and healthy low price allows consumers, merchants and platforms to achieve a win-win situation, and truly "close their eyes and enter" with confidence.
In addition to official subsidies, in terms of price, JD will conduct a series of surveys and analyses of professional data and products, and negotiate prices with merchants. In the price positioning of Jiumu shower, at the beginning, the merchant hoped to set the constant temperature shower for the elderly products at more than 2,000 yuan. Xiaoyu and his team investigated the price distribution and sales of the main showers on the market, "Combined with the analysis of the product power of the shower industry, the price of the traditional key shower is about 1299, if you add a constant temperature function, the premium to 200 is normal, but the premium is too high, it is difficult for consumers to accept the high price, and the sales volume is difficult to be guaranteed." Jingdong finally succeeded in "beating" the price.
In 2023, the sales of safety handrails will increase by 56% year-on-year, the sales of wall-mounted bath folding chairs and stools will increase by 97% year-on-year, and the sales of toilets for the elderly will increase by 85% year-on-year. It is Xiaoyu's mission to continue to deepen JD's business for the elderly, to implement the mass production and low price of age-appropriate products, and to improve the quality of home care for the elderly in China, as well as the mission of every purchase and sales of JD.com.
"I now think a lot before every live broadcast, thinking about how to let consumers know more about the product through my professional introduction, and whether I can get out of the circle in today's live broadcast to make the live broadcast room go to the next level. Zhang Zhang just finished the live broadcast with a smile on his face.
After the double eleven, more people paid attention to such a group of people who came to the front of the stage from behind the scenes,Jingdong procurement and marketing cut into the consumer market through live broadcasting,Some things have changed,But the only thing that hasn't changed is that they have always been a group of people who think about consumers,It is a group of professional buyers and salesmen who know the products best,The ecology of the live broadcast room has slowly become more professional,The label of low price、Professional、Assured is deeply impressed in the body of Jingdong procurement and sales。