Not unlike Pinduoduo ‘s strategy, customers who share product-related information on WeChat and invite friends, family members and other contacts to place a group order are eligible for rewards and steep discounts. Group-buying promotions and WeChat are a crucial part of this strategy. During Singles Day, approximately 75% of Jingxi’s new users came from lower-tier cities. While JD.com focuses on providing high-quality, branded goods for consumers in Tier 1-2 cities, Jingxi is a social e-commerce marketplace that targets price-sensitive customers in smaller Tier 3-6 cities and rural areas. Jingxi enables JD.com and its merchants to adopt a “dual-brand” strategy and target two different customer groups. How Jingxi Fits Into JD.com ‘s Dual-Brand Strategy We take a deeper look at Jingxi and how it fits into JD.com ‘s broader strategy. Jingxi’s WeChat mini-program comes armed with a special access point on WeChat and a sleuth of different functions catering to consumers in lower-tier cities. Her popularity led her to be featured in Vogue and now she is working as a promotional representative brands such as MAC lipsticks.China’s largest online retailer JD.com has rebranded its own group-buying app & WeChat mini-program as ‘Jingxi’ to target consumers in China’s lower-tier cities.įormerly known as JD Pinggou, Jingxi was relaunched in September to combat group-buying competitors Pinduoduo and Alibaba ‘s Juhuasuan. Most of her contents are related to beauty product reviews and recommendations, she does vlogging occasionally. Those lively and fresh images she posts on her social media make the audience feel cordial and elegant, it led her fanbase to expand to a bigger size. She also has her own Taobao store for different products promotion and events from time to time. You can also find her on WeChat Official Account, Instagram and RED. Known for her stunning Korean-influence style, Kakakaoo (aka 阿沁) is a 23-years-old KOL with over 8.7 million followers on Weibo. This week we are featuring one of the top 10 fashion and beauty influencers in China: Kakakaoo. The average daily reading volume of some top Chinese fashion and beauty influencers exceeds 1 million and their average engagement rate is more than 10k per day. With the accelerating penetration of digital devices, beauty consumers are inclined to check online platforms for cosmetics recommendations in China which make those beauty and fashion KOLs play a significant role to boost the promotion and sales of brands. Kakakaoo: One of The Top 10 Chinese Fashion & Beauty Influencers With the new membership system, it can effectively attract more paid members and increase the repurchases rate. Guan Zhong, the General Manager of Alipay's Ecosystem Department said that "the new membership is an important and creative strategy for Alipay to expand their B2B business". The fee is automatically charged when all the coupons are used. For example, if they didn't use all the coupons, the membership fee will return. Compared to the previous membership, "Lite Membership", users can get their coupons first and charge the membership fee of 88 RMB when the expiry date comes instead of paying the unredeemable fee first. The new membership system allows consumers to enjoy the benefits of being members first while allowing them the time to pay the membership fee until the offer's expiration day. Sesame Credit is used to generate individual credit scores based on both online and offline data. The launch of Jingxi marks an aggressive push of China's second-largest online retailer to increase its share of the consumer market.Īlipay Developing A New "Lite Membership"Īccording to Sina, Alipay is developing a new "Lite Membership" at the moment which is linked with Alipay's credit pay function Sesame Credit. Since the high-tier cities' e-commerce markets are starting to saturate, JD.com also saw the new growth opportunity in those low-tier cities and rural areas. The previous 99 Good Deals Day held by Alibaba mainly featured low-priced items and then generated a gross merchandise volume of roughly US$8.3 billion within two days. Buyers who share product information on popular social networks and invite friends, family and social contacts to purchase together get rewards and discounts. Jingxi targets users in small and medium-sized cities in China and provides discounts on group buying, sharing the same model with Pinduoduo and Juhuansuan. Jingxi will be available on both forms of the app and WeChat Mini-Program at the beginning of October. Jingxi is an upgrade from its predecessor named JD.com Pinguo, which mostly targets Chinese female consumers and small-city shoppers with ultra low-priced items. JD.com, China's second-largest online retailer has developed its own online group-buying service "Jingxi" to rival Alibaba's Juhuasuan and Pinduoduo in lower-tier cities.
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