100 potential brands assisted by the running plan project were selected through comprehensive consideration of brand quality, function, packaging design, market demand and commercial operation ability. Compared with mature brands in the market, the brand advantage of the project lies in better meeting the needs of the new generation of consumers, while the disadvantage lies in resources, operational capacity, market positioning and so on. In order to solve many pain points in the operation of brand e-commerce, the "running plan" divides this support into three incubation stages: basic training, advanced training and marketing plus code, which solves the brand growth problems one by one and comprehensively helps brand sales growth.
Specifically, the basic training is mainly aimed at the needs of brands in the fields of store basic operation, content planting and resource cognition, and traffic tool cognition. Through the training and guidance of platforms and institutions from different angles, we can help brands to quickly understand the operating rules in JD.COM Station, improve the efficiency of basic marketing operations and enhance the capacity of traffic acquisition. In the advanced training, the project will carry out special training in the fields of on-site operation, advertising, content marketing, etc. for the brand, and invite industry leaders, elite pitchers and online celebrities to give lectures. At the same time, at this stage, the project will also invest a lot of content resources, channel resources and marketing resources for targeted support. The final quality brands will also get help from JD.COM. COM marketing overweight, will enhance the brand's in-station operation ability, will be rewarded by JD.COM. COM resources to achieve double growth in store traffic and sales. The project team revealed that some marketing activities have been fully launched. In the recent Tanabata Star Ceremony "Love Life" series of live activities, excellent brands have participated.
Tanabata Star Gift "Love Students" Series Live Activities
The "Running Plan" will adopt the promotion system in its implementation. Of the 100 brands in the basic training stage, 50 will enter the advanced stage, and the outstanding merchants among the 50 brands in the advanced training will receive 1V 1 diagnosis+marketing plus code +IP support to achieve rapid growth. Brands that fail to advance can also continue to receive support from JD.COM in training and operation. In terms of assessment indicators, sales are the core assessment indicators, and at the same time, auxiliary assessment indicators such as monthly average sales, live broadcast and store fans are added. The setting of this rule can stimulate the competitiveness of the brand and enhance the incubation effect.
Wang Tao, general manager of the Beauty Department of JD.COM Retail Fashion Home Platform Business Group, said that in addition to the three main stages of incubation, JD.COM Beauty will also start from two dimensions: operational efficiency and customer experience, so as to build an industry benchmark, create a beauty ecology, strengthen category activities, enhance user operation, and let high-quality potential brands play a role in JD.COM, better integrate into the platform ecology of JD.COM, build new channels and expand new users more efficiently.
The data shows that the "running plan" has a very obvious help for the growth of beauty brands. During June/Kloc-October/August this year, during the "trial operation" stage of this plan, the order volume of JACB, a brand-new men's beauty brand introduced from JD.COM, was increased. The support of COM is as high as 72% of the total store. According to the schedule of the "Running Plan", the incubation assessment of the basic training stage will be carried out at the end of September, and the promoted brands will prepare for the double 1 1 with the support of JD.COM to achieve the fastest growth in actual combat. It is estimated that in March of 20021year, the "running plan" will help 10 brand become a unicorn in the industry.
According to industry insiders, relying on JD.COM platform resources, JD.COM Beauty has obvious advantages in building new brands, exploring new channels and trying new ways of playing. At the same time, JD.COM Beauty has also gathered the Z-era group with the strongest consumption ability and willingness in China and willing to try new things, which means huge growth space for the brand. Through "close contact" with brands, users will have more choices and better experiences, thus stimulating the vitality of China's consumer market. In this process, JD.COM Beauty will also press the acceleration button of brand growth.