Optimize supply chain costs such as procurement, production and logistics   Achieving the ultimate "price break" under the same quality

Create a high quality price ratio of goods key It is to help the brand realize the deep optimization of cost, efficiency, price and product. National AA level eye protection platform with Hasbro star single product lamp OK50-V, And Xiaomi Smart, which won the annual list of Jingdong Golden List in 2021 door Taking Lock 1S as an example, JD found that consumers are particularly sensitive to product quality, functional selling points and prices based on deep insight into store customer groups. If more profitable prices can be introduced during 11.11, more potential customers will be motivated to place orders. To this end, JD and the brand side actively promoted the cost optimization of supply chain links such as raw material procurement, production process, logistics and transportation, and finally successfully lowered the price of Hasbro AA eye protection table lamp OK50-V to 249 yuan and the price of Xiaomi smart door lock 1S to 899 yuan during the period of November 11 in JD, ensuring that users can obtain high-quality products at a more affordable price.

Jingdong data shows that Hashi Baoguo AA class eye protection table lamp OK50-V opened at 8:00 p.m. on October 31, four hours after the sale, a six fold increase compared with the four hours before the sale. Xiaomi Smart Door Lock 1S, which is loved by small town families, also lived up to expectations. The turnover of tier 4-6 cities accounted for the highest proportion. The turnover of Jingdong's sinking channels increased by more than 100% year on year during 11.11, bringing more families a new experience of smart home entry.

Deep insight into consumers' real needs   Create category benchmarks in mainstream price range

Based on user analysis and industry trends, bathroom scenarios are the key layout areas of JD Building Materials' "One Home, One" plan. Through in-depth demand insight, JD found that most consumers pay more attention to its core functions and convenience in use when purchasing bathroom products, for example, when purchasing smart toilets, they pay more attention to seat heating and automatic flushing functions, and prefer showers with large storage tables Shower The selection of Yuba focuses on the winter wind warming effect. To this end, JD has teamed up with Wrigley, Siji Muge and Aopu to create reverse customized blockbusters that better match consumer expectations.

Among them, the Wrigley Smart Toilet AKB1316, which has 3D super whirlpool flushing, warm air drying and other functions, has become a price performance benchmark within 2000 yuan at a price of 1599 yuan. This year, JD's turnover in the first week of November 11 increased more than seven times year-on-year. Integrated into the front and back dual-use super large Storage rack The designed Four Seasons Muge Gun gray keyboard storage shower set, and the popular E172 Wind Warming Yuba, 2.8 times of the ordinary Yuba, also jumped out of the mainstream price segment of the brand according to JD's positioning strategy, and hit the hit price of 699 yuan and 379 yuan respectively, achieving a sharp increase in sales in this 11.11 JD. According to the data, the turnover of the Four Seasons Muge Gun Grey Store Shower Set from October 31 to November 3 increased by more than 250% month on month, and the Aopu E172 Fengnuan Yuba became the top 1 item in the sales volume of the Aopu brand.

At 8:00 p.m. on November 10, Jingdong's 11.11 peak was opened 28 hours later. In addition to the above several popular models, consumers can also get the smart door lock of Kelly Lai K9s and Lex White Jade at a premium Ceiling lamp Philips Intelligent toilet lid Xinhai Jialan intelligent bathroom cabinet and other products with high quality and price comparison. Open the JD APP to search for "building materials are really cheap" and enter the conference hall, and enjoy 50% off every 299, 10% off the old for the new, and more than 50% off the price of big brand building materials, so as to save money and make a new home.