Jingdong Home Appliance Industry Summit released a heavy strategic upgrade

1comment 2019-04-15 21:16:39 source:Financial sector website The second beauty energy comes!

April 15th, 2019 JingdongAppliance industryThe summit was held in Beijing. Yan Xiaobing, senior vice president of Jingdong Group and president of 3C Electronics and Consumer Goods Retail Group of Jingdong Retail Group, released the four strategic directions of Jingdong Home Appliances' 2019 channels, products, services and operations. He said that in 2019, Jingdong Home Appliances will adhere to the business philosophy of “trust-based, customer-centered value creation”, through the upcoming super experience stores in Dazhong City and more than 10,000 home appliances in the county market. The store constitutes a complete offline commercial map, and re-creates a Jingdong home appliance online; through the industry's first C2M reverse customization of Jingpin home appliances and exclusive exclusive cooperation to create a new product line; through based on AIOT andInternet of ThingsThe interactive service of technology upgrade to establish the service benchmark of the home appliance industry; through self-operated platform-platform self-employment to create new scenarios and achieve operational upgrades.


Yan Xiaobing, senior vice president of Jingdong Group and president of 3C Electronics and Consumer Goods Retail Group of Jingdong Retail Group, released the four strategic directions of Jingdong Home Appliances in 2019.

“In the past ten years, Jingdong has promoted and participated in almost all the changes and innovations in the home appliance industry. Jingdong is willing to embrace change with brand owners and open a new chapter in the home appliance industry!” Yan Xiaobing’s call to participate in the industry summit nearly 1,000 Positive response from the manufacturer's representative. Under the advocacy of Jingdong Home Appliances, the Summit established the “Home Appliances Integrity Service Alliance” to jointly share the common governance and raise the service level of the home appliance industry to a new level.

Super experience store + store seamlessly connect and rebuild a Jingdong home appliance

Jingdong Retail Group's rotating CEO Xu Lei recently stressed on different occasions that Jingdong will focus on the in-depth expansion of third- and fourth-tier cities in 2019 and introduce more offline business models. The Jingdong Electric Super Experience Store, which has been developed for more than two years, and the Jingdong Electric Super Experience Store, which will open its first superstore this year, is the best interpretation of this development route.


The first Jingdong Electric Super Experience Store with an area of ​​nearly 50,000 square meters will open in Chongqing this year.

The new Jingdong Electric Super Experience Store is a brand new unbounded retail business model that detonates the industry. At the press conference, the first super-super experience store that completely subverted the traditional perception of the public finally unveiled the mysterious veil and announced that it will open in Chongqing this year. The 50,000 square meters store area is more than any current home appliance store. It is an online and offline deep fusion commercial enterprise with an immersive and strong experience. It will operate all the electrified goods such as home appliances, mobile phones and computer digital products, including the most complete retail scenes and numerous dining and entertainment projects, which can fully satisfy consumers to browse and play. , the depth of experience to buy. Jingdong Electric Super Experience Store will break the homogenization of existing home appliance stores and styles, get rid of the shackles of traditional home appliance stores trapped in sales tasks, put the deep experience first, let consumers experience cutting-edge, intelligent New exotic products and stylish, convenient high-tech full scenes. based on5GJingdongartificial intelligenceBlack technology has been fully applied here, so that the full scene features of unbounded retail are fully reflected. It can be expected that after the store is opened, it will become a punching place for Chongqing citizens to enjoy leisure and experience the latest electronic technology.

According to the plan of JD.com, the offline business unit will be established to promote the super experience store project, and achieve steady development through professional team, professional site selection, independent offline supply chain and offline operation. Super-experience stores of different sizes will be opened in megacities, megacities and large cities, and experience stores will be opened in the third-tier cities in the form of “one city, one store”.

Compared with the offline layout of large and medium-sized cities, Jingdong's home appliances have begun to develop earlier in the rural market. According to the offline channel planning of Jingdong Home Appliances, the existing 10,000 Dongdong home appliance stores will be optimized and upgraded to improve the quality of operation and service capabilities, while continuing to expand steadily. At present, Jingdong home appliance store has covered 25,000 townships and more than 600,000 administrative villages nationwide, which has largely solved the problem of consumer equity in the rural market and promoted the consumption upgrade in the rural market. In 2019, in addition to planning to open 5,000 new stores, Jingdong Home Appliances Store will also comprehensively optimize and upgrade the entire system, build a dedicated product system, provide more accurate product selection for county and town consumers, and achieve product exclusive supply. The store has classified and graded operations and achieved operational systemization; the store management system and the ground handling system have reached the digitization of the store, and finally built a trustworthy first county town retail platform with consumers as the core.

With the addition of new business forms and the upgrade of the original offline system, the domestic 1-6 line market will be covered by the offline channels of Jingdong Home Appliances. According to such a plan, Jingdong Home Appliances will make a comprehensive effort through the seamless connection of Super Experience Store, One City One Store and Home Appliance Store in the near future, and re-create a Jingdong Home Appliance with the same volume online.

Take the lead in preempting the C2M reverse custom commanding heights

In recent years, with the continuous promotion of consumption upgrades, meeting the individual needs of consumers has become a new challenge and opportunity for the industry. Yan Xiaobing pointed out in the keynote speech of AWE 2019 Summit: TraditionindustryThe era of product development with features as the main selling point has fallen behind. In AIBig DataIn the era, products must be developed and produced in order to meet individualized needs, in order to meet the needs of different circle groups. Jingdong Home Appliances took the lead in launching the C2M reverse customization mode in the whole industry and quickly occupied the commanding heights of the industry.

The C2M road of Jingdong Home Appliances officially started from "Kingpin Home Appliances". Jingpin Home Appliances is a smart home appliance based on the integration of big data and AI algorithms of Jingdong Platform, which is based on the individualized needs of consumers. It is a custom-made smart home appliance with high value, high quality and high cost performance. Launched in September, it was sought after by consumers. On the day of December 12, 2018, the sales of Jingpin Household Appliances accounted for nearly 10% of the total sales of Jingdong Household Appliances, indicating that consumers are interested in personalization and quality.E-commerceThe growing demand for products. After more than half a year of continuous iterations, the C2M reverse customization mode has gradually matured in the customization process of Jingpin home appliances, opening up new tracks for home appliance customization.


Taking Jingpin Home Appliances as the entry point, Jingdong Appliances took the lead in launching the C2M reverse customization mode in the whole industry, quickly occupying the commanding heights of the industry.

The reason why Jingpin Home Appliances can stand out in the C2M reverse customization tide is that the Jingdong Home Appliances has occupied the big data advantage accumulated by the 60% share of the home grid purchase market for many years, and it is the most trusted and most consumer-friendly home appliance retail platform. Customize the products that best suit the individual needs of consumers. The partners of Jingpin Home Appliances have received the full link support of Jingdong Home Appliances, which makes the products more accurate to meet the needs of consumers, and at the same time makes the choice of consumers easier. Including the Midea, Haier, Gree and other domestic and foreign head appliance brands have reached a strategic agreement with Jingdong in early 2019, and all of its series of home appliances will participate in the reverse customization of Jingpin home appliances.


After more than half a year of rapid optimization and iteration, up to now, more than 300 products have been launched on the Beijing-based home appliance, and there are also explosion-proof products such as “zero-air-conditioning air conditioner”. In 2019, Jingpin Home Appliances plans to reach in-depth cooperation with more domestic and foreign home appliance brand manufacturers, and it is expected that the total sales volume will exceed 10 million units. It has Jingdong's powerful platform ecology, application services and core technology support. At the same time, it has received exposure and drainage from the Jingdong online station. Together with offline all-channel sharing, it has already seized the industry's C2M reverse customization strategy. The industry has far-reaching implications.

AIoT high-tech blessing to create a smart interactive service benchmark

Service has always been Jingdong home appliancescore advantagesIt is the foundation for JD.com's leading position in the market. Looking back on the development of Jingdong Home Appliances for 10 years, Jingdong Home Appliances has been at the forefront of the industry in terms of improving its service capabilities. It has taken the lead in promoting epoch-making service guarantees such as no reason to return and 30-day price protection, and has changed many industry services through various measures. In the chaos, Jingdong Appliances has established a comprehensive service advantage with “determination of service”. It is relying on continuous iteration and transformation that JD leads the home appliance industry from the traditional offline service era to the Internet platform service era. Only last year, Jingdong home appliance sales satisfaction increased by 10%, after-sales response speed increased by 15%, installation bad reviews fell by 50%, but also at the end of 2018People's Network(Quotes603000,Medical stock) Affirmation of the "People's Ingenuity Service Award".

Jingdong Appliance not only injects more high-tech elements into the service upgrade, but also advocates the establishment of the “Home Appliances Integrity Service Alliance”.

Different from the past, this year's Jingdong home appliance service has injected more high-tech elements. This is due to the maturity of AI and IoT technology. Jingdong Home Appliances has incorporated more high-tech means into the service project, in a brand new The level of redefining the service standards of the home appliance industry has once again been at the forefront of the industry.

In the pre-sales phase, Jingdong Home Appliances' AI Precision Service will enable consumers to quickly and accurately obtain product information and advice that suits them. The specific approach is throughrobot(Quotes300024,Medical stockAlpha Xiaozhi serves as an online service for consumers. Through the depth algorithm, Alpha will analyze the real needs of consumers and increase the customer service efficiency by more than 30%. At the same time, Jingzhun Radar will recommend home appliances that are more in line with consumer needs based on past consumer browsing, purchase, and consulting records. Through the above AI precision services, the consumers can completely solve the pain points such as “slow consultation and consultation, unprofessional answer, and can not recommend consumer products that meet the needs”.

In the sales phase, Jingdong Home Appliances' “Shared Visual Interconnect” and “Transparent and Peaceful Consumption” services will help consumers achieve full visual monitoring and management, and eliminate the phenomenon of random charges. When consumers purchase home appliances and make appointments in Jingdong, all service trajectories can be monitored online in real time, completely eliminating the possibility of rushing in the process, and allowing consumers to arrange their own time more reasonably. During the installation charging process, Jingdong Home Appliances provides consumers with “transparent and secure consumption” services, and manages and guarantees the entire cost of the project. “Indiscriminate charging, slow aging, black maintenance, and difficult upgrade” will be goodbye to consumers.

In the after-sales phase, Jingdong Home Appliances' “IoT Interactive Service” will become a service steward who understands the needs of consumers, so that consumers can buy home appliances in Jingdong without any worries. The upgraded Jingdong Appliances Small Secretary will continue to provide consumers with a more accurate and intimate one-stop platform service for home appliances. The whole home appliance home-to-door customization service will enable consumers to get more professional guidance. IoT IoT Smart Service will be built-in. The IoT chip realizes the active service management of the whole life cycle of home appliances, allowing the "ill" appliances to actively alert and report their own problems. These IoT interactive services filled with the "black technology" cool experience will bring consumers completely different service experience from the past, making the era of home appliance consumption full of scenes within reach. In order to fundamentally control the ills of home appliance after-sales service, Jingdong Home Appliances took the lead in setting up a home appliance integrity service alliance at the summit meeting, and the joint home appliance brand jointly promised to share the common governance and improve the service level of the home appliance industry.

Consumers need more and more precise personalized services in more and more consumer scenarios. As a leading home appliance retailer in China, Jingdong Home Appliances has always been in service andTechnological frontier. The upgrade of Jingdong's home appliance service strategy will raise the industry service standard again with high-tech means such as AI wisdom. It will provide a more perfect "certain" service and shopping experience for consumers' home power grid purchase, and will also lead the home appliance industry into the era of intelligent interactive services. .

In addition to channel, product and service strategies, Jingdong Home Appliances will promote a comprehensive upgrade of its operations in 2019, realizing the integration of self-operated platform and platform self-employment, and strive to create new consumption scenarios. In the upcoming first half of the year, the most important promotion node 618 global mid-year shopping festival, Jingdong home appliances will be more comprehensively operated by home appliance brand manufacturers through the comprehensive upgrade of operation, while bringing more concessions and extremes to home appliance consumers. Home appliance buying experience.

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Keyword reading:Jingdong Home Appliances

Editor in charge: Zhang Zhenjiang
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