jd supermarket launches the "3 100" plan: supporting 100 new personal care brands, hot products, and merchants
2024-09-24
한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina
on september 23, jd supermarket, together with harper's bazaar and nearly 300 well-known personal care brands, jointly held the 2024 first personal care industry development conference in shanghai. at the conference, jd supermarket launched the "3 100s" three-year doubling plan for personal care products, supporting 100 emerging brands in the next three years, creating 100 industry-influential products every year, and helping 100 pop merchants achieve top-level transition.
image source/provided by the interviewee (the same below)
the relevant person in charge of jd supermarket stated at the conference that personal care products are a strategic category of jd supermarket. it will focus on the three major directions of "good products, good marketing, and good services", invest more resources, and use initiatives such as 10 billion subsidies and annual marketing layouts, based on the supply chain, to empower efficiency with technology and build competitive barriers with experience, to help brands accumulate user assets and enhance brand value.
big brands with free shipping as low as 9.9 yuan
the 2024 personal care industry trend insight report jointly released by jd supermarket, jd consumer and industry development research institute, and nielsen iq shows that the trend of personal care cosmetics emerging in the market is constantly strengthening, which is specifically divided into four major consumer trends: product ingredient specialization, refinement of washing and care steps, significant emotional value, and diversified product demands. the survey shows that consumers tend to buy personal care products in combination sets, with high cost-effectiveness, better effects, and ease of trying new things becoming the top three factors. the multiplication effect of 1+1>2 promotes the advancement and upgrading of personal care sets.
for the personal care industry, new products are an important way to drive industry growth. based on insights into current consumer trends, the relevant person in charge of jd supermarket said that it is leading the trend of personal care cosmetics and launching the "small beauty box" personal care product trial set, with the aim of helping consumers choose the most suitable product when purchasing personal care products of the same subdivided efficacy and different brands, and using the low-priced free shipping trial set to solve the anxiety of choice and reduce the cost of trial and error.
jd supermarket is the first in the industry to launch the "little beauty box of cleansing and care" personal care product trial set plan. the first batch of 17 "little beauty box of cleansing and care" personal care product trial sets, launched in unlimited quantities in collaboration with dozens of well-known personal care brands such as head & shoulders, kérastase, eau de parfum, unique irene, sanban, kotex, and skytree, were officially launched on the day of the conference.
drawing on the concept of beauty trial packs, these "little beauty boxes" are made up of products from different brands, involving functions and scenarios such as anti-hair loss, anti-dandruff, fluffy, men's washing and care, and national day travel, covering six categories of shampoo and hair care, body cleaning, body care, oral care, hair styling, and women's hygiene products. the value of the set of products can be up to 199 yuan, and the free shipping price is as low as 9.9 yuan. after experiencing the trial set, consumers who purchase the regular products in the corresponding set will also receive exclusive coupons of the same value.
launched a three-year doubling plan for personal care products
under the current consumption trend, the personal care industry is facing the challenge of oversupply, which has also brought a series of pain points to the brand's r&d, marketing, channel construction, etc. based on years of hard work, jd supermarket proposed at the conference that it will focus on user needs, work with brands to create good products, good marketing, and good services, and help brands achieve high-quality and sustainable growth on jd.
a relevant person in charge of jd supermarket said that jd supermarket will continue to increase investment in the personal care field and launch the "3 100s" three-year doubling plan. in the next three years, it will support 100 emerging brands, create 100 industry-influential products every year, and help 100 pop merchants achieve top-level leap.
specifically, in terms of co-creating good products, jd supermarket will continue to use the industry-leading product planning methodology and insight tools to co-create trendy new products with brands, so that more good products from brands can be launched first on jd supermarket. it will also carry out c2m customized underwriting to bring personalized products to consumers. at the same time, it will leverage its supply chain advantages to conduct clearance buyouts before expiration to meet consumers' demand for branded products at low prices.
in terms of co-creating good marketing, jd supermarket has made significant investments in new products. it helps brands connect resources inside and outside the site to promote products across the entire region. jd little magic cube has undergone a major upgrade, from operational preparations before listing, to 14 days of water storage and promotion, to the outbreak of new product days, and subsequent stable daily sales, forming a mature and proven full-link new product marketing solution.
in terms of co-creating good services, jd supermarket has teamed up with brands to create a "cleaning and care beauty box" personal care product trial set to meet consumers' needs for "trying new things". relying on the resource advantages of jd group, jd supermarket has restructured its warehouse network fulfillment system to provide exclusive fulfillment solutions for brand merchants, bringing consumers the best experience while reducing costs and increasing efficiency.
at the same time, jd supermarket will continue to strictly control product quality, establish quality laboratories, and work closely with testing agencies, national associations, universities, and brands to jointly build a high quality line.
at the conference, unilever, lengshenling and ziyoudian, as international brands, domestic brands and emerging brands respectively, shared their cases of achieving breakthrough growth in jd supermarket. the three major brands said that they will continue to deepen their cooperation with jd supermarket, bring consumers better products and more diversified choices, and work together to lead the healthy and sustainable development of the industry.
xinmin evening news reporter jin zhigang
