Today, the "TCL & Jingdong Home Appliances Experience Store" in Shenzhen officially opened. This is also the first "brand experience store" jointly created by JD.com's home appliance co-brand manufacturers.
Remember the speech made by Liu Jun, the "head of JD.com" at the end of March, at the 2018 strategy conference on "Starting a New Journey, Empowering and Creating the Future"? Liu Jun said: JD.com will use its most dynamic member operation system, the most extensive marketing reach network, the most complex SKU management system, the most efficient logistics service capability, the most complete and longest value chain retail data, The most reliable financial tools, etc., are fully open to supplier partners, becoming a retail infrastructure that empowers partners, providing brands with solutions that cover all scenarios, all transaction links, and open architecture, allowing the entire home appliance industry to share JD.com resources and capabilities.
The completion of JD & TCL's "Brand Experience Store" marks that JD.com has made substantial progress in the implementation of its channel empowerment strategy.
1. JD & TCL "brand experience store", a new breakthrough in JD's home appliance channel
Since the cooperation with JD.com, the sales of TCL products have maintained rapid growth. At the end of 2017, the TCL team visited the headquarters of JD.com to discuss the cooperation between brands and platforms in 2018. This year, TCL has become the GSKA cooperative brand of Jingdong Mall, and the two sides have always maintained a close cooperative relationship. Regarding the joint opening of a brand experience store, TCL said that the principle of win-win situation that JD.com has always adhered to and the concept of opening up its own advantages and capabilities to empower the industry are the foundation of the cooperation between the two parties. With the JD.com platform integrating channel resources to empower the experience store, TCL will comprehensively enhance the sales and efficiency of the brand's online and offline stores in order to better integrate into the boundless retail ecosystem.
Brother Xi believes that the completion of JD & TCL's "brand experience store" is a new breakthrough in JD's home appliance channel, and it provides a demonstration effect for the next step of JD's channel empowerment plan. As a leader among the four major home appliance brands in China, TCL ranked 64th in the 2017 China Top 500 list (company list). The cooperation between Jingdong Home Appliances and TCL Home Appliances means that the domestic home appliance giants agree with the channel empowerment strategy of Jingdong Home Appliances, and the cooperation between the two parties further demonstrates the channel value of Jingdong Home Appliances.
It is reported that driven by the demonstration effect of JD & TCL's "brand experience store", more than 50 home appliance brands have begun to connect with JD.com for brand experience store projects, such as Midea, Hisense, Shuaikang, Macro, Changhong, Meiling and other brands have entered Store connection stage.
JD & TCL "brand experience store", as a win-win cooperation model in JD's home appliance exploration, not only has a demonstration effect, but also helps to improve the shopping experience. The integration of online and offline not only enhances the user's "online shopping" experience, but also allows users to go from shopping with pictures to shopping by touch, and from shopping by imagination to shopping by experience, which greatly improves the user experience. The value of the experience store does not stop there. After adding big data and artificial intelligence technology, the experience store has moved from seeing people and selling goods to the stage of “perceived shopping” that “knows users better”. The integrated shopping method that understands the needs of users better, greatly improves the shopping experience of users.
JD & TCL's "brand experience store" is not only a breakthrough in channels, but also a breakthrough in shopping experience.
2. JD’s home appliance channel empowerment strategy helps TCL brand to bridge the gap between people, goods and
markets increase, the greater the value.
It is reported that JD.com will empower its brand, traffic, products, big data, technology, after-sales and other aspects to help JD&TCL "brand experience store" achieve efficiency improvement.
Taking brand empowerment as an example, a new "self-operated + open platform" store model has been formed on JD.com. Under the new model, all resources of products, traffic, marketing, advertising, fans and sales can be better focused on the brand, realizing comprehensive empowerment for brand owners. Consumers can see all product lists of self-operated and third-party products on the same store page, and the self-operated attributes and third-party attributes of products are clearly visible, which is helpful for them to obtain product information more conveniently and quickly to compare and choose, and get better results. service. At the same time, in the newly constructed unbounded middle-office system on the JD.com platform, multiple online and offline stores of the TCL brand will also be fully opened and integrated, and online and offline products will be gathered in the store, allowing consumers to experience and feel; online and offline Product integration can effectively improve channel utilization efficiency, and increase store sales and profits through multi-category products.
In terms of traffic, the dual-line business model of the brand experience store can divert online traffic to offline experience. The experience store can not only obtain new store traffic (opening up online and offline, the attraction of new JD.com changes), but also directly obtain Online drainage, so as to improve the efficiency of dual-line drainage to solve the problem of insufficient store traffic. At the same time, offline product sales and online traffic interact positively, improving the utilization rate of online and offline traffic.
In terms of products, the brand experience store will change the weakness of the lack of experience on the online platform, and gather online and offline products into the store, allowing consumers to experience the experience; the opening of online and offline products can effectively improve the efficiency of channel utilization, and improve the efficiency through multi-category products. Store sales and profits.
In terms of big data, JD.com will use leading big data resources and store management systems to assist brands in enhancing the integration and monitoring management of offline stores, so as to achieve more efficient and targeted store management.
In terms of technology, JD.com will help experience stores to know people, customers, and markets through technology. For example, the "eye of God" helps analyze the user's age, gender, expression and the number of times of entering the store, accurately analyzes the user, and provides stocking guidance for the smart selection in the store. In addition, the "Face Recognition System" is used to achieve store inspection and passenger flow statistics, and can analyze the age and gender of users to provide accurate portraits for the audience of the store. "Smart × × ×" configures advertising materials in the background, recognizes user portraits through face recognition cameras, and pushes targeted product advertisements.
In terms of after-sales, JD.com will share its strong warehousing, logistics, and service capabilities with enterprises to help stores improve operational efficiency; at the same time, it will open up the service system and work with enterprises to upgrade service levels, which will help improve user experience and enhance user stickiness.
Under the empowerment of JD.com's home appliance channel, the effectiveness of JD.com & TCL's "brand experience store" will be greatly improved, realizing the all-round connection between online and offline, forming a dual-line complementary and synergistic growth trend, and opening a virtuous circle of mutual drainage between online and offline. model.
3. JD.com's home appliance empowerment plan, to promote the healthy development of the real economy together with home appliance brands.
In addition to experience stores, this year JD.com will also promote one city, one "JD.com home appliance super experience" in first- and second-tier cities, focusing on high-end and novel home appliances shop” construction. "JD.com Home Appliance Super Experience Store" will be a new species again, which is characterized by "the largest scale", "the most complete products" and "immersive experience". Once this model succeeds, it will subvert the existing home appliance stores and become a new landmark of urban commerce. This is a huge business opportunity for regional business development and a new business platform for brand owners.
Not only that, JD.com's 2018 channel empowerment plan will continue to "sink the channel". It is reported that in 2018, JD.com will continue to promote JD.com's specialty stores as the main channel to expand the 3-6 line and the rural market. It plans to increase the number of stores to 15,000, and the sales will increase by 5 times compared with 2017, covering 100% of the country. county seat.
By the end of 2017, JD.com had opened nearly 8,000 JD.com home appliance stores in counties, towns and villages across the country, covering 25,000 townships and 600,000 administrative villages in 100% of the country's provincial administrative regions, solving the difficulty of purchasing home appliances for tens of millions of rural families. The problem.
Brother Xi believes that the expansion of JD.com's home appliance channels is a good thing. It is not only beneficial to JD.com, but also to promoting the development of the domestic real economy. If the slogan of promoting the development of the real economy is too strong, then it is a very real thing to improve online shopping in underdeveloped areas. With the establishment of JD.com's home appliance channels, consumers all over the country can enjoy the same quality products and services as those in developed areas, which is of practical significance for the construction of new rural areas. Its essence is to improve the quality of consumption in underdeveloped areas and improve the competitiveness of consumption.
Therefore, the channel empowerment plan of Jingdong Home Appliances is not only beneficial to itself, but its more important significance is: under the guidance of the unbounded retail strategy, it also helps the brand to achieve multiple optimizations and upgrades in cost, efficiency and experience, and together with the brand to help Promote the healthy development of the home appliance manufacturing industry and the real economy.