When consumers love life immensely, JD is also sparing no effort to give more attention, investment and energy to the home decoration industry.
In 2023, when the competition in the home decoration market is becoming fiercer, JD's popular products will emerge frequently: Honeywell's "Skylight" vertical eye protection table lamp, which has created a new track of "street lights", has an annual sales volume of more than 100 million and sales volume of more than 20000 sets; The Jiumu intelligent toilet S770, which is bacteriostatic and odor resistant and has no water pressure limit, has sold 18000 sets in half a year after its launch; Xiaomi 1S, the king of price performance of smart locks below 1000 yuan, sells 88000 sets a year
"Not trapped in the rise and fall of the market, consumers' pursuit of a better life has always remained the same. What has changed is that they have more personalized and refined needs. Who can quickly and accurately see the pain points and meet the needs, who can seize the opportunity first." Recently, at the 2024 JD · Home Decoration Industry New Product Trend Vanguard Conference, the head of JD Building Materials Business Department said that under the background of improving the quality of home consumption and upgrading, the home supply structure and consumption experience need to be optimized urgently, in 2024, the company will focus on the improvement of cost, efficiency and experience, and work with partners to achieve more deterministic growth.
Dig deep into consumption pain points and create new categories
Annual sales exceeded 100 million yuan
According to the survey of the 2024 New Product Consumption Trend Report released by JD Magic Cube, "better experience" ranks first among consumers' motives for buying new products, and disruptive innovation, spiritual pleasure and popular trends are also factors that consumers focus on.
"Honeywell's' Skylight 'vertical table lamp, as the' dark horse 'running out of the highly rolled eye protection lamp track in 2023, is also the pioneer of the' big street lamp 'popular with consumers, which perfectly integrates all the above elements." JD Lighting participated in the marketing and witnessed the whole process from its birth to its popularity, and he believed that this "Internet celebrity" blockbuster was not created in the wild, It is a matter of course.
Fan Zong, the co-founder of Honeywell Lighting, said: "At the beginning, I just wanted to try to find a specific track for lighting. Through the category insight and data analysis provided by JD, I focused on the category of children's eye protection lights."
After in-depth analysis of the scene experience around the eye protection lamp, the two sides developed a "skylight" vertical table lamp that is infinitely close to natural light, achieves illumination above 800lux, reaches shadowless state, and accompanies children's full cycle growth, based on two hidden pain points: "indoor learning cannot reach the sun" and "traditional table lamp cannot provide full illumination for the desktop, and there will be shadows".
Children's eye protection lamps are not scarce in the market, but there are almost no products sold at the price of 4000 or 5000. When talking about how to crack this product and achieve a repurchase rate of more than 40% of the brand, JD Lighting said that from joint development to product launch, data tools such as JD Studio platform provided strong support, insight into demand, screening users, and precise launch. At the same time, JD's openness also allows its product promotion to cover multiple platforms such as WeChat and Little Red Book.
Guided by consumer demand, Honeywell's "big street lamp" became famous in the Jingdong battle, accelerating the innovation of the entire lighting industry in terms of function, quality and design, and letting brand businesses see the vane of industry development.
It can be imagined that with the expansion of the supply chain of the "big street lamp", JD and the strong brand cooperation can achieve the ultimate cost reduction and efficiency increase, and the vertical eye protection lamp may become a popular product for Chinese families. Honeywell also said that, based on the common market prediction with JD, it is starting to build big lumen and intelligent products to meet the needs of diversified users.
Power of lifting platform
Help "online celebrity" become "ever popular"
It is no accident that the "streetlight" became popular. It is reported that in 2023, JD home decoration building materials category and brands jointly released 2.26 million new products, and the turnover of new products increased by 84% year on year, driving the number of new product transaction users to increase by 32% year on year. Among them, the sales of new building materials released by JD Magic Cube exceeded 360 million, and the turnover of more than 20 new products exceeded 10 million.
In the low frequency, high cost and long cycle consumption field of home decoration, consumers need more than a single best seller. Only by adapting to the diversified visions of different consumers' home scenes and meeting their needs with an endless supply of new products can consumers truly occupy their minds.
JD Kitchen&Bathroom Marketing found that with the continuous upgrading of consumer demand for health protection, intelligent technology and other mainstream trends, full-featured, cost-effective smart home products have become a hot topic. In the communication with JD Smart Toilet Category Marketing Top Jiumu, he also emphasized the "full-featured" trend, and ultimately promoted the listing of Jiumu S770. This product integrates a number of humanized applications such as touch free flip, no water pressure restriction, and anti-bacterial magic bubble technology. It can be easily used by children and the elderly, and has become the first choice for many families.
"JD's huge user data enables it to have the most authentic consumer behavior trajectory and the richest diversified consumer data, and for our brand, it can obtain effective and rapid insight into consumer demand." Jiumu said that with the full chain support of JD's "innovation" capability, From industry scanning, competitive product analysis, customized product demand, price and experience optimization, the S770 comprehensively calibrated the "precision" of products, and achieved a sales performance of 18000 sets in 2023 just half a year after its launch.
In 2023, Jingdong hardware lock acquisition and sales efforts completed a "bargain": Xiaomi 1S smart door lock, initially priced at 1299 yuan, was upgraded to seven convenient unlocking methods, and at the same time, it relied on Jingdong's proprietary underwriting to clarify the product scale, thus promoting the cost reduction and efficiency improvement of the supply chain with scale effect, and successfully hit the price to 899 yuan, "From the data, we not only helped the brand acquire more users with a higher cost performance ratio, but also ultimately reduced the cost of the brand supply chain by 10%, and increased the single product profit margin by 25% compared with the overall brand."
In the opinion of the person in charge of Xiaomi's smart door lock business, on the one hand, the success of 1S is due to JD's precise matching of this product with price sensitive people who have low budget and pursue smart life; On the other hand, Jingdong and Xiaomi have achieved cost reduction without quality reduction by constantly optimizing purchase costs and prices, thus obtaining good feedback from the consumer end, especially from the sinking market.
Home decoration building materials trend new product debut
Jingdong's "momentum building" positive cycle
With accurate insight into the trend and the advantages of the supply chain side, JD has a voice in the field of home decoration building materials trend. After the joint merchants launched new trend products, JD also relied on its refined operation ability to make new products become popular, and make popular products become the driving force behind the brand's continuous innovation.
In order to meet the diversified pursuit of a better life of Chinese families, JD launched the "one home, one" plan for building materials last year - let every Chinese family have one intelligent toilet, one intelligent door lock, one intelligent bathtub, one eye protection lamp... At the 2024 JD · Home Decoration Industry New Product Trend Vanguard Conference, JD United Wrigley, Jiumu, Hengjie, Master Cloud Honeywell Yeelight、TCL、 Saint Elephant and other leading brands in the industry released nearly 100 new products around the new trend of home decoration in 2024, such as touch free zero pressure intelligent toilets, frequency conversion temperature control intelligent bathtubs, vertical intelligent eye protection lights, and smart doors, so that high-quality building materials with new functions and new designs can enter more Chinese families.
With the steady recovery of consumer confidence, new products have become a more certain brand growth password. In Jingdong, thousands of young buyers and sellers use their professionalism and enthusiasm, with timely insight into demand and high sensitivity to price, to link brands and businesses to constantly find more good products with low prices and good quality for consumers. The person in charge of JD building materials business said that in 2024, JD will aggregate its advantages and resources, help merchants upgrade their product lines more reasonably, and promote cost reduction and efficiency increase with scale effect; At the same time, relying on the newly launched new product operation center in 2024, it provides businesses with more refined operations from incubation, water storage, sales, outbreak to continued sales.
Behind the launching ground of the new trend products of home decoration building materials built by JD, a positive circular ecology of "momentum building" connected by platform and merchants, online and offline, marketing and service is growing quietly. There will also be more new growth, new business and new surprises.
