Lin jinghua, vice president of Tencent
On April 17th, Tencent and JD.COM jointly announced once again that the Jingteng plan jointly created by the two parties will be upgraded to version 3.0. What is significantly different from the previous one is that Tencent’s WeChat official account, applet, payment and other tools and JD.COM’s membership system, supply chain, logistics and financial system will be used to fully open up online and offline marketing scenarios, realize three major upgrades of data, scenarios and links, and help brands to track the growth path of brand users online and offline, and realize refined marketing capabilities. At present, more than 300 cooperative brands have joined, and maintained a reinvestment rate of more than 50%. The exposure of tens of billions of brands covers nearly 100% of Internet users in China.
Lin Jinghua, vice president of Tencent, said: "Internet companies will play the role of" hydropower coal "and" toolbox "in the retail industry, helping retailers to improve the efficiency of full-link operation from customer acquisition, promotion and transformation to customer operation, optimize the user experience, and help retailers maximize the value of connecting users. "
"Facing the future retail, JD.COM and Tencent will work together to open up data, scenarios and values for the industry and drive the evolution of the retail industry. As the locomotive and practitioner of innovative marketing, the upgrade of Jingteng Plan represents the breaking of retail marketing boundaries and brings an innovative model of unbounded and integrated retail in the future. " JD.COM Group CMO Xu Lei said.
JD.COM Group CMO Xu Lei
Three Breakthroughs Connecting Lines Online and Offline Jingteng Plan 3.0 Opens User-centered Refined Marketing
As a complete solution provided by JD.COM and Tencent for the retail industry, the Jingteng plan, which landed in marketing, can be said to be the earliest and best practice. From 1.0 to 3.0, Jingteng Plan has achieved a qualitative leap and has been recognized by many well-known brands.
3.0′ s Jingteng plan has realized a more diversified combination of data sources, especially the all-round integration and opening up of online and offline. Yan Weipeng, vice president of JD.COM Group and president of Business Promotion Division, said: "Brands can store their own first-party data on the cloud and build their own exclusive data management cloud; User-centered link insight mode realizes the connection of all links, online and offline nodes; The most important change comes from data analysis. Jingteng Rubik’s Cube+upgrades the insight to the whole network scope, and provides guidance on the whole consumption journey, providing optimization suggestions and guidance for the brand’s user cultivation from a panoramic perspective. "
Data upgrade-multi-data precipitation, open integration
Through cooperation and upgrading, the data capacity will be richer, more diverse and more closed-loop, and JD.COM shopping data, Tencent social data and brand owner-owned data will be integrated into the private data cube, and brand assets will be formed by precipitation. Open up rich data application tools for brands, form a complete ecosystem of data precipitation, data decision-making, data application and data return, and realize precise marketing with the help of big data intelligent algorithms.
Scene upgrade-IP platform activities help marketing scenes get through
Around Tencent’s omni-directional traffic scene, combined with IP platform activities, based on JD.COM users and content ecology, the marketing scene was created and linked. Based on data insight, we can get through the smooth information transmission online and offline, and combine the ubiquitous scenes online with the feeling of offline real experience to achieve three-dimensional access to users and continuously cultivate users, bringing consumers a consistent consumption experience. For example, "Dove" through the Jingteng plan, during the activities jointly created with well-known game IP, the number of store followers increased by 245% month-on-month, and the overall ROI increased by 131% compared with historical activities.
Link upgrade-long-term tracking of brand users’ growth path
Jingteng Plan 3.0 will break the boundary between advertising exposure and e-commerce transformation, evaluate the advertising effect in the whole link, not stick to the evaluation system of "brand" or "effect", and evaluate the advertising revenue by "e-commerce transformation+brand volume". In addition, it will build a brand user cycle cultivation model, gain an all-round insight into the relationship between users and brands, continuously measure the cultivation effect of brand users, and then promote the consumption journey.
Many brands have felt the value of link upgrade. As a representative of high-end brands, how to accurately tap new high-potential users is the bottleneck Dyson encountered in China brand promotion. Through Jingteng Plan, Dyson’s purchase behavior increased by 192% and purchase behavior increased by 242%.
Create a future retail social+e-commerce to open up data, scenarios and values
The development history of the retail industry is the process of getting close to consumers: from the traditional retail era, the platform e-commerce era, to today’s era of integration of the whole scene and the whole process. No matter which stage, taking users as the center and providing the latest and highest quality consumer experience is always the core topic of the retail industry.
Nowadays, consumers in China show new characteristics of the times: digitalization, personalization, scene diversification and socialization, which not only stimulate the unlimited business opportunities of the retail industry, but also bring challenges. At present, brands are facing three core pain points-multi-party data isolation, fragmentation of marketing scenarios, and hard to measure the effect. JD.COM and Tencent will start with the scene, data and value, open up the three lifelines of the retail industry, and help online and offline retail enterprises to upgrade their infrastructure professionally.
The biggest difference between Jingteng Plan 3.0 and the first two stages is that online and offline data are opened and unified, which can reach users in three dimensions and realize the exchange of online and offline users’ rights and interests. This is also based on the joint exploration of online and offline integration between JD.COM and Tencent in the past year.
The first is to get through the data: get through the data assets of users and businesses, achieve unified online and offline operations, aggregate and analyze the data precipitated from different scenarios, and realize "knowing people, goods and fields" to achieve accurate matching. Let offline users get accurate product recommendations, so that offline businesses can stock and select products more efficiently.
The second is to open up the scene: the future retail scene will gradually eliminate the boundaries between time and space, including online shopping scenes, offline channels, WeChat channels and so on. The "Cloud CRM" project jointly developed by JD.COM and Tencent helps brands realize the linkage between online and offline users through platform tools such as system, marketing and data, and improves the level of digitalization and marketing scenes of their users.
The third is to open up value: integrate user relationships and assets in different scenarios to help brands provide a better consumer experience. For example, through the integration of membership system, users can enjoy similar status and rights in different scenarios. The opening of the membership system is equivalent to binding the rights and interests of different scenarios, which can greatly improve the loyalty of users to the whole value system.
Since last year, JD.COM and Tencent have jointly invested in retail enterprises such as Vipshop, Wanda, BBK, etc., and all of them have carried out in-depth cooperation in building new capabilities, building a "digital" operating system and creating a new ecology around online traffic, offline technological innovation and supply chain, so as to reshape the value chain of the retail industry.
At this conference, the two sides also announced a brand-new "Jingteng Program Partner Program", hoping to explore new solutions and new future of brand marketing with more partners. Enterprises participating in the program will be given priority to get the experience qualification of Jingteng Rubik’s Cube+and the most advanced core competence of Jingteng, and in addition, they can enjoy the exclusive service of vertical customization according to the marketing purpose of the brand.
Guests from JD.COM and Tencent jointly launched Jingteng Plan 3.0.
More and more Internet companies are opening their resources, technologies and capabilities to all aspects of the industry, and retailers are bound to realize the digital transformation of people, goods and fields through the opening of data, scenes and values. Tencent and JD.COM will continue to build an omni-channel, all-scene, all-process digital solution through various forms of cooperation, create an open, friendly, resource-sharing, platform-sharing, and achievement-sharing retail ecosystem, and reshape the value chain of the retail industry in the future.
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