jd.com's "spring dawn plan" is upgraded again: hundreds of billions of traffic helps merchants grow their business and light up the road to star upgrade
2024-08-29
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on august 28, jd.com once again stepped up its support for third-party merchants and announced a new round of major upgrades to the "spring dawn plan". this upgrade focused on three dimensions: support for hundreds of billions of traffic, efficiency improvement through ai technology, and ultra-light asset operations. a total of 15 new initiatives were introduced, including homepage channel traffic incentives, upgrades to three star rules, more than 100 million yuan in advertising subsidies, new merchant live broadcast incentives, and 10,000 yuan tool and service packages. these measures help merchants improve operational efficiency and achieve rapid sales growth.
since the launch of the "spring dawn plan" in early 2023, jd.com's third-party merchants have seen rapid growth. as of march this year, the number of jd.com's third-party merchants has exceeded one million. in the second quarter of this year, the number of jd.com's third-party merchants increased by 46% from the first quarter. the relevant person in charge of jd.com's retail platform ecology department said: "in the future, we will focus on introducing more high-quality head merchants and industrial belt merchants to provide consumers with a richer supply of high-quality low-priced goods."
billions of traffic support: three star ratingsrule upgrade overtake100 million yuanadvertisegoldsubsidyhelping merchantsproductexposure
after the upgrade of jd.com's "spring dawn plan", special emphasis was placed on bringing hundreds of billions of traffic support to merchants through methods such as over 100 million yuan in advertising subsidies, homepage channel traffic incentives, and three star-level rule upgrades.
first, the "10 billion subsidies", "9.9 free shipping", "flash sale" and "shopping" channels on the homepage of jd app will provide merchants with powerful free exposure opportunities. in particular, eligible small and medium-sized merchants and industrial belt merchants can participate in these channel activities, promote popular products at low cost, and achieve rapid growth of stores.
in addition, jd.com's traffic distribution mechanism has undergone a major upgrade, with the three star ratings being price star, product star, and service star, making it easier and more intuitive for merchants to obtain free traffic. merchants can effectively improve their star ratings by providing consumers with better products, more competitive prices, and better services, which can help increase product exposure by more than 60% and achieve higher sales potential.
in order to allow more high-quality merchants to stand out, jd.com has recently made adjustments to its search recommendation traffic rules, which will allow merchants with stronger product price competitiveness and better logistics and delivery experience to receive more search recommendation exposure.
jd.com has recently launched a new live broadcast incentive policy for new merchants, which allows new merchants to share millions of live broadcast advertising incentives and experience the human-like live broadcast technology for free. in addition, exclusive rights and interests products in live broadcasts will receive a large number of exposure opportunities.
it is worth mentioning that in the second half of this year, "jingzhuntong" will invest more than 100 million yuan in virtual gold subsidies for merchants to significantly reduce the cost of merchants' advertising. "jingzhuntong"'s "full-site marketing" product has also released a number of new incentive policies, including 0 threshold red envelopes for new merchants, 100 yuan new customer coupons, up to 6% rebates for high-potential products, 300 yuan 7-day challenge red envelopes, etc., to help merchants obtain traffic more easily. after a number of new products under the well-known health brand silian were advertised through "full-site marketing" in july this year, the number of visitors to the folic acid gift box increased by more than 3 times, and sales increased by more than 14 times. the new product achieved a sales explosion as soon as it was launched.
ai technology improves efficiency:AIsecond-level studentsgraphics merchantscontent production efficiencyimprovement 90%above
in the latest upgraded "spring dawn plan", jd.com has once again increased its investment in ai technology, bringing unprecedented business convenience to merchants by launching more ai products and upgrading ai product functions.
among them, jingmai has newly launched an ai smart assistant that can respond to merchants' demands in as fast as 1 second. whether it is querying business rules or executing quick function operations, it can be achieved with just a simple conversation, making merchant operations easier and more convenient.
to support merchants' needs in content marketing, jd.com has continued to optimize the functions of the aigc content generation platform "jingdiandian", helping merchants to improve content production efficiency by more than 90%. merchants can get high-quality product pictures, operation copywriting, short videos, etc. for free with just a click of the mouse. in addition, jd.com's "linglong" also provides merchants with graphic services such as marketing advertising pictures and store decoration materials, as well as ai material delivery tools, allowing merchants to experience extremely fast delivery and efficient production of marketing materials.
in addition, in order to help merchants reduce costs and improve efficiency through live streaming, jd.com's "yanxi" digital human, which has served more than 5,000 brands, has also launched preferential policies to help brands build the ability to live stream around the clock. at the same time, jd.com's official intelligent customer service robot can also provide merchants with efficient customer service solutions for free.
ultra-light asset operation:guarantee as low as 1000yuanfree traininghelping merchantsrapid growth
in order to reduce the operating burden of merchants, jd.com has made great efforts in fee reduction, free training, etc. after upgrading the "spring dawn plan".
first of all, the basic store opening fee reduction, jd continues to provide new merchants with a "0 yuan trial operation" policy. merchants only need to search "i want to open a store" through the jd app or search for the "jd merchants" applet on wechat to quickly enter. at the same time, in the second half of this year, jd has provided more rebate and reduction policies for merchants in categories such as home appliances, 3c digital, fashion, and automobiles. after the merchants enter the formal operation, the warranty deposit can be as low as 1,000 yuan. jd auto care also launched a limited-time preferential policy of "collect first and return later" for all franchised merchants, with a maximum return of 30% of the franchise fee. jd's large supermarket category also launched an incentive policy for old merchants. merchants who have settled in jd can receive advertising incentives worth 1,000 yuan for each new merchant that meets the conditions.
in addition, jd.com merchant learning center provides free training opportunities for new merchants, and offers offline training courses worth rmb 1,999. jd.com has launched a "new merchant learning map" for new merchants, which covers everything from getting started to learning specific strategies for categories, making it easier for new merchants to grow quickly.
jd.com has also launched a service market rights package worth nearly 10,000 yuan for merchants, which includes 24 operational tools and services with various functions such as product moving, fulfillment and order processing, store decoration, and advertising. it also provides new merchants with a one-month free trial opportunity to help merchants save costs and operate efficiently.
jd's supply platform has also been continuously upgraded, actively expanding high-quality supplies in categories such as home textiles, luggage, and women's shoes, and providing more abundant millions of supplies to consignment merchants for free, allowing merchants to open stores and make money easily through "drop shipping".
at the same time, jd.com has taken another step to improve after-sales protection for merchants, launching "reverse price insurance" to provide solid support for merchants who have insured "freight insurance". for products with actual payment amounts below 3,000 yuan, merchants can get this service for free after a lightning refund is triggered when users apply for free door-to-door returns and exchanges, effectively reducing disputes caused by returns and reducing operating losses. in the future, the "reverse price insurance service" for higher-value products will also be fully launched to provide merchants with more comprehensive after-sales support.
the continuous upgrade of jd.com's "spring dawn plan" demonstrates jd.com's high attention to and firm commitment to supporting third-party merchants. these upgrade measures not only tap the growth potential of more high-quality merchants, but also create a more efficient and simple operating environment for all merchants, further stimulate the vitality of the merchant ecosystem, and provide support for boosting consumption.
