This year's Jingdong's 11.11 promotion is straight to the point, starting from October 14th, the most eye-catching operation is to "take you into the factory to see production". Yes, JD 3C Digital decided to hold a live broadcast on October 18th and take everyone to visit the ThinkPad factory! To say that this live broadcast is not just a walk around, or a real "factory secret", not only ThinkPad's procurement and sales boss Leejun is in charge, but also product manager Qin Xingang appeared to explain, really take everyone to understand the "black technology" behind the manufacture of notebooks.
The highlight of this live broadcast, to put it bluntly, is the transparent production process display, which is simply an opportunity for the audience to explore the "black bricks" - how the ThinkPad is made. It's not enough to just say that it is durable, this time it directly released a variety of hardcore tests - flat falls, vibrations, and rotating shafts, without a little cover, and the whole process was violently treated. The computer you bought, whether it can withstand the "torture" of daily office, is now transparent throughout the whole process, and it will be directly spread out for you in the live broadcast.
Of course, the highlight has to be the new product – the ThinkPad X1 Carbon AI 2024. This book is equipped with a Core Ultra 7-155H processor,It feels particularly profound to hear the name,But in fact,The main thing about this product is strong computing power、Fast network connection,Suitable for various efficient office scenarios。 Your life of being bombarded with forms, documents, and meetings every day can help you solve a lot of problems. If you think the X1 is a bit over-standard, it's okay, ThinkPad has other heavyweights, such as the T14p AI engineer, this performance school is suitable for technical nerds with strong hands-on ability; If you are just looking for a thin and light office, E14 is a good choice; If you want to design, the P16v is a must-try tool for designers.
Jingdong hasn't forgotten to engage in some bells and whistles to attract attention, what "red envelope rain", exclusive discounts, and live discount activities, it feels like as long as you are lucky, you can directly win a discount of 10,000 yuan. Such a combination of punches, just imagination makes people can't help but rush into the live broadcast room.
However, let's calm down first, this live broadcast will show you the factory, to put it bluntly, it is a "new routine for selling goods". The essence of a factory visit is a way to endorse the brand. Why show these production processes? In fact, the reason is very simple, everyone is becoming more and more savvy now, not the era of paying money by watching advertisements, we have to "see is believing", especially electronic products, can see its production and testing process clearly, and buy it with more peace of mind. ThinkPad has always been synonymous with durability in the hearts of consumers, so this time through the live broadcast to show this link behind the manufacturing, is to add another layer of insurance in the hearts of consumers - "our products can really stand up to inspection". This "transparency" strategy seems to be a popular science for users, but it is actually a step for brands to strengthen trust.
JD.com obviously understands this, especially now that the needs of consumers are becoming more and more delicate, no longer just staring at the cost performance, but becoming interested in the story of the brand, the back of the product, and the details of the process. Therefore, this wave of live broadcast visits is not only to promote products, but also to establish a deeper emotional connection with users - "You can not only see the product, but also participate in the production experience of the product, and feel the sincerity behind the quality." This is the "emotional card" that many brands are playing in the era of consumption upgrading.
From the perspective of market strategy, Jingdong's hand is actually taking advantage of the trend. You see, the current live broadcast has changed from a simple "shouting and selling goods" to bringing experience, stories, and feelings, directly impacting your wallet. Through factory visits, the sense of trust is increased, and in fact, consumers are more relaxed and feel that their choices are more reliable. And during the live broadcast, exclusive discounts are also provided, which really wants you to pay money while watching the factory - you don't feel sorry for spending the money, and you don't regret buying things back.
Finally, I want to say that this kind of "transparent chemical factory live broadcast" is actually an extremely clever marketing method. While most of the ads tell you how good the product is, JD.com and ThinkPad simply turn the ads into "field trips" and let you judge for yourself. On the other hand, after such a live broadcast, the ThinkPad that everyone sees is not only a hardware device, but also the responsibility and attitude behind the entire production chain. Therefore, it is really hard to say whether this model is won by users or by merchants.
So in the end, I would like to ask: Will you be impressed by this kind of "transparent factory" live broadcast? ThinkPad dares to show off the production line this time, will you believe it more because of this? What do you think about this?