To put it plainly, the hottest “private domain traffic” and “communities” in 2019 are the rest of the “WeChat” players.
Under the new concept of packaging, “guides” who sell goods in WeChat have become KOC (Key Opinion Consumer, Key Opinion Consumer). Thousands of WeChat friends have turned into private domain traffic. Core promotion positions.
There is no derogation, which does provide new ideas for customers, especially retailers. Especially in the current traffic growth bottlenecks and high marketing costs.
Roughly count, Jingdong, Suning, Gome, Yonghui, Guo Duomei, etc. are all trying WeChat to sell goods, let alone grow from the WeChat system originally, with controversial gathering, Pui Dian .
And among many big players, no platform is more suitable for micro-business than Jingdong.
Compared with previous Weishang, it has a strong formal supply system; compared with rival Ali, it has WeChat traffic support; compared with offline retailers, it has a mature online order system and customer service.
Jingdong also needs Wechat.
The value lies in expanding the user base and category of the main site. Jingdong’s main station is mainly male users and 3C products, and the WeChat channel is conducive to sinking the market, expanding female users, expanding clothing and beauty categories.
Jingdong Supernova Program Leader Liu Jiarui told Tiger Sniff Pro that at present 60% of users from Supernova are female users, and the head category is fresh food and home underwear. Very different from the master station.
Jingdong has two ways of playing on WeChat. All the way is Jingxi, which focuses on acquaintance relationships. Along the way, it is a community e-commerce company built by express brothers, Baoma, shopping guides, etc., which is the “supernova plan”, which focuses on WeChat groups to sell goods.
The former has been given high hopes for becoming a new growth point for JD. The latter has been ignored in public opinion, but should not be ignored-from July to December 2019, for more than five months, the number of communities has increased from 14,000. The number has grown to more than 400,000, with an average daily order of more than 300,000. It is planned to double the data in the coming year.
This case reveals JD’s community e-commerce business, explores its development potential, and also tries to provide new ideas for private domain traffic and community e-commerce practitioners.