【Ebang Power News】A few days ago, Jingdong Supernova full-staff shopping guide & community e-commerce plan was fully exposed, and Jingdong has launched the corresponding 5 small program distribution platforms for different groups of people.
It is reported that the plan was officially established in June last year, and in November, the Mini Program e-commerce platform "Fragrant" (renamed from "Beijing Little Sister") was launched. At present, Jingdong has established a matrix of mini programs such as Fenxiang, Jingxiaoge, Jingxiaofu, and Yundian, focusing on the sinking market (71% of users are in non-first-tier and new first-tier cities). At present, the total number of communities has reached 90,000, GMV has exceeded 600 million, and it is expected to reach 500,000 groups within two years, serving 100 million customers.
The Jingdong Supernova Plan is divided into three parts: "Fragrant", "Beijing Little Brother" and "Beijing Small Service" Mini Program for pan-population (no clear shopping needs), "Jing Xiaojia" Mini Program for people with accurate categories (with clear shopping needs), and "Cloud Store" Mini Program for brand offline crowds.
In addition, JD.com is also planning small programs for different fields and different scenarios such as campus, pets, sports, beauty, countryside, and insurance.
Up to now, the "fragrant fragrance" suitable for the micro-business group has covered more than 70,000 communities; the "Beijing brother" suitable for Jingdong logistics brother has accessed 22,000 courier personnel, covering 9,000+ communities; the "Beijing small service" for Jingdong service personnel (such as cleaning and maintenance groups) has covered 3,000 communities; and the number of communities suitable for intermediaries, foremen, and home fair communities "Jing Xiaojia" is also rising by providing accurate categories of goods such as clothing and home improvement.
Specifically, the JD Mini Program Matrix attracts pushers to register through the secondary commissioning model, allows pushers to cut in from the community, build decentralized private domain traffic, and uses technologies such as one-click mass messaging and saas selection provided by JD.com to complete product promotion in the community.
The overall model can be summarized as "b2k2c", b represents the Jingdong platform and the merchants on the platform, k is koc (pusher), c is the consumer, the brand owner provides preferential products and commission subsidies, the Jingdong platform is responsible for the selection, the pusher (natural person, micro-business, Jingdong express brother, Jingdong external service personnel, shopping guide, etc.) pushes the goods to the WeChat group, consumers through the link in the Mini Program to complete the purchase action, push the hand to get the commission, Jingdong platform point, the merchant to get profits.
In the supernova plan, JD.com has given full resource support in terms of technology, system and supply chain, including CPS system, commission accounting system, JD after-sales service, JD logistics, etc.
It is worth noting that all the Mini Program backgrounds of Supernova are interconnected with the Jingdong app background trading system, that is to say, these Mini Programs follow the normal trading process of JD.com. But at present, the status of the supernova plan within JD.com is still in the "business group".
The "Fragrant" Mini Program serves the micro-business group and promotes fission through secondary commissioning, and the total number of communities has reached 70,000. The general operation process of Fenxiang is to obtain a registration invitation code from acquaintances to complete the registration of pushers, and promoters can get training by learning the "General Rules for the Operation and Promotion of Member Promotion Groups" and the "Growth Tasks" and "Money Making Tutorials" of Fenxiang "Raiders", or through one-on-one teaching by acquaintances or mentors, after the training is completed, they can push products in the community.
According to Liu Jiarui, head of Jingdong Supernova, before the establishment of the "invitation code system", Jingdong tried to fully open the Fragrance Mini Program, but if everyone becomes the K-end, everyone is also the C-end, which causes the "Fragrant" b2k2c model to actually become b2c. The result of complete openness is not only that the original c is not converted to k, but even a large number of the original k is lost, and sales have declined.
According to the daily data ranking (including big data ranking and Mini Program ranking), k-side reverse demand feedback, coupon strength, commission ratio, inventory richness, quality, cost performance and other dimensions, JD.com's selection team will screen out about 40 products every day, give the links of red envelopes, coupons, and explosive products to the k-side, and then forward them to their own groups after secondary screening according to their personal circumstances. At present, the rule set by JD.com is that 1 person can open up to 10 groups.
At present, the selection channels of the pusher mainly include the WeChat explosive sharing group, the "today must push" in the Fragrant Mini Program (including the hair circle must push or 11.11 must push and hot list), the activity area, Jingdong distribution, brand area, coupons, explosive product recommendations, the king of popularity, the explosive 9 block 9, the boutique hot sale (ranking within 2 hours) and the product search.
For the small program of the pan-population, the overall sku is theoretically synchronized with Jingdong, which can sell all the goods sold in the Jingdong mall, but the specific scene limits the choice of pushers, such as high-priced products are not suitable for the sinking market, and the goods that are easy to attract people's desire to buy are mainly daily necessities, food, etc. In addition, the merchant must also provide enough concessions.
Liu Jiarui told Ebang Power, "Coupons and pusher commissions are usually borne by the merchants themselves, and the Jingdong platform will pick up points from them according to the normal process, and there will be no reductions, so that the merchants will make a decision after comprehensively considering their gross profit retention." However, during the period of the big promotion, the JD platform will also provide subsidies. ”
In addition, in order to maintain the activity of the community and do not have a large drop of powder, consumers will be told that the attributes and positioning of the community is "shopping" when entering the group, and the probability of community falling powder after psychological expectations is much smaller.
"Cloud Store" is to serve the brand offline shopping guide, only the shopping guide employees of the brand owners stationed in the cloud store can use the Mini Program. Up to now, the cloud store has access to 20 or 30 brands, including 11 ka brands (the list has not yet been disclosed), and gmv has exceeded 40 million yuan.
It is understood that the screening criteria for brand owners in cloud stores are concentrated in three points: there are offline stores; there is a certain degree of branding; and the brand's ability to control and manage offline store shopping guides is relatively good. Specifically, cloud stores are currently biased towards cooperation with directly operated stores of brand owners.
Liu Jiarui pointed out to Ebang Power, "The cloud store is undergoing a 2.0 version upgrade, and after the upgrade is completed, the shopping guide can not only sell their own brand goods through the cloud store, but also sell other goods on the Jingdong platform." "The purpose of this move is to greatly increase the richness and frequency of sku by selling multiple brands of products in one store, thereby driving the opening rate of cloud store mini programs, increasing daily traffic, and achieving a win-win situation for brands."
Liu Jiarui also mentioned, "Different from the community, the daily traffic of the cloud store is limited, because it needs to be shared by the shopping guide itself, and mainly relies on the double 11, 6.18 mid-year promotion, the year-end clearance, and the global new time nodes for publicity and marketing." ”
Chen Zhiyong, vice president of the men's wear brand Seven Wolves, who has participated in the cloud store plan, said that "at the beginning of this year, 400 seven wolves stores increased by 10% after accessing the cloud store, and the traffic in the store in the first quarter of 2019 was 900,000. He pointed out that in the future, more than 1,000 seven-wolf joint venture stores will also be fully connected after the cloud store upgrade 2.0."
The cloud store empowers the brand shopping guide crowd, which can increase additional income for the individual shopping guide, and for the brand side, the shopping guide is more likely to work for the brand side outside the 8 hours of working hours under the incentive of the cloud store, driving performance.
With the help of the high penetration rate of JD.com's logistics supply chain, the high coverage rate of WeChat, and the three major empowerments of Tencent Mini Program outlet, Supernova plans to look at the decentralized traffic entrance of the community, so that the entire advertising, sales and purchase behavior can be completed at the local area at that time, changing the original marketing model of "advertising diversion to stores or apps and then completing sales conversion through promotions". Under the trend that marketing costs such as traffic are rising and conversion is not guaranteed, the community shopping guide method that fully follows the cps volume has the opportunity to become the preferred choice for merchants.
It is worth noting that during this year's JD Double 11 period, the "Super Brand Day" event will try to jointly promote with the community in the Supernova program in addition to the traffic support of each section of the regular station, expand the scope of brand push, and reach a larger customer base. (Text/Liao Zilin)