JD.com's neue Produkte arbeiten zusammen mit JD FASHION, um einen harten Kampf im Bereich Mode zu gewinnen.

Before the transition period from autumn to winter, the most popular keywords on Xiaohongshu are no longer "Which store has the best discounts", but "Recommendations for wool underwear", "Tests of waterproof, lightweight down jackets" and "Cotton outfits that don't make you look fat".

Modern consumers understand better than anyone else: which cotton doesn't shrink, which down jacket doesn't puff up unattractively and which woolen clothing doesn't pill after one wear. The new generation of "trend - chasers" has shifted their focus from curiosity to rationality, from design to material quality and comfort. They are willing to pay for new products, but only if it's worth it.

Consumers are becoming more and more professional. Can the platform keep up?

In September, a new product marketing campaign was launched on the homepage of the JD APP in the "New Products" channel, which revolved around material value, aesthetic expression and technological appeal. This was the first major new product marketing event organized by JD's new product team in cooperation with JD FASHION.

The purchasing results of users were at a "remarkable" level.

From September 10th to 16th, within a week after the launch of the new product marketing campaign of JD X JD FASHION, the sales of new products almost tripled compared with the previous week. Many well - known clothing brands achieved impressive results: The sales of new products of KAILAS almost increased by 32 times, those of Bananain by 12 times, those of ERDOS by almost 13 times and those of BOSIDENG by almost 4 times.

Consumers see one precise recommendation for new products after another, while brand operators see a whole range of ways for the growth of new products from the pre - heating phase through implementation to repeat purchases. This new product marketing campaign for clothing items is not only a concentrated release of autumn and winter products, but also a practical example of a "holistic new product marketing strategy" under the change of consumer decision - making power.

What does the success of new products today rely on? Maybe we can discover some reliable methods for new products in JD's answer.

Beyond traffic: Systematic attack on challenging categories

In the past, new product marketing often relied on "explosive power". However, this year, JD's new product team has agreed on "problem - solving ability".

Officially, this new product marketing campaign for clothing items is a concentrated premiere of new products, which focuses on material value, aesthetic expression and technological appeal. It is also the first major marketing event for new clothing items since the renaming of "JD Magic Cube" to "JD New Products" this year. For many participating brands, it is more like a practice for a "tough battle".

After all, it's not an easy battlefield.

As typical non - standardized products, fashion clothing has always been a difficult topic for new products in the industry: There is an enormous number of SKUs, users' preferences vary greatly, fashion changes quickly, and it is difficult to quantitatively analyze unstructured information such as fabric, tailoring and combination.

Such products are inherently difficult to standardize, and it is difficult for algorithms to accurately "predict" "hits". In addition, the time limit for new products is very short, and the cost of trial - and - error is very high. A small mistake can cause a new product to be immediately ignored.

"For cosmetics, you can sell a color tone for six months; for shoes and bags, you can use a hit product for an entire season. But the promotion period for new clothing items can only be two weeks." said the leader of a leading clothing brand. "Without an effective system for new product release on the platform, everything depends on the brand's luck."

In other words, the problem of selling new products is not a new topic, but new clothing items are one of the most difficult problems. This time, JD has decided to face this difficult problem.

Actually, JD released the "Hundred - Billion - New - Product Growth Plan" in April this year - the goal is to help 60,000 new products with an annual sales of over one million yuan, 6,000 new products with an annual sales of over ten million yuan and 600 new products with an annual sales of over one billion yuan throughout the year. By 2025, JD will support new products with tens of billions of yuan in traffic and tens of billions of yuan in capital. This is JD's largest investment in history to create an improved system for promoting new products for brands. After almost half a year, this program is being smoothly promoted, and the results of many brands in marketing new products on JD are very impressive.

"The most difficult part of new products is not standard products, but clothing items." said the leader of JD's new product operation. "If we can solve this problem, there will be solutions for all other categories."

Therefore, this first cooperation between JD New Products and JD FASHION was also given a certain experimental significance.

The design of the whole campaign is very clear: Triggered by visual content from AIGC, around the four core materials "wool, cotton, down, waterproof and breathable fabrics", representative leading brands are brought together to create "a holistic solution for autumn and winter outfits". In terms of the participation mechanism, it is more of a "professional cooperation in creating new products" than a speculative marketing for hits.

First of all, not every brand can participate in this new product marketing campaign for clothing items: The brand must have exclusive products, have clear advantages in terms of material, function and aesthetics, and be willing to participate in content integration and operation rhythms.

Secondly, this campaign is not simply an addition of traffic: JD is already involved in the product preparation phase, text creation, visual strategy and co - creation of AIGC materials to reduce the trial - and - error costs of brands through "advance planning and holistic cooperation";

In this process, the JDIC (JD New Product Innovation Center) plays the role of a "background engine". It helps brands increase the success rate of new products by taking care of the whole chain of "trend prediction - co - development - testing and validation - market launch and operation". From the analysis of material trends to the feedback testing of user groups and even to the design of product main pictures, simulation and optimization can be carried out through this platform's big - data model. For many brands, this is a leap from emotional decision - making to scientific analysis.

In addition, this campaign does not aim to "achieve a hit today": There is also a follow - up phase after the campaign to extend the lifespan of new products through "new product releases", "search links" and "channel presence", so that they are not only popular for a short time, but can stay on the market longer and be sold for a longer time.

"Many successfully released new products this year have communicated with us several times in spring and summer." said the leader of JD's new product operation. Products such as KAILAS's waterproof down product, BOSIDENG's "Barn - Style" travel tops and Bananain's soft and breathable cotton home clothing did not suddenly appear on the market, but were included in the path of "co - creation of materials and pre - planned rhythms" early on.

In this sense, this campaign is more like a collective practical test between JD and many brands: JD develops strategies, provides insights and controls the rhythm; brands provide products, raise consumers' awareness and test the processes.

If it succeeds in mastering this complicated market for new clothing items, then JD's so - called "holistic new product marketing strategy" will have a solid foundation.

From experience - driven to precise interest implementation

For most brands, new product marketing has always been like opening a box of surprises: Success depends on whether the platform is "generous", the marketing rhythm is mostly set quickly, and budget allocation often goes to "the one who shouts the loudest". But JD New Products wants to offer brands a practical way to shape the growth of new products in a controllable process this time, without relying on "mystery".

"In the past, brand new product marketing relied on intuition; now we want new product marketing to become a feasible and repeatable process." said the leader of JD's new product operation to 36Kr. "We want new products to be visible, understandable and long - term operable from the beginning."

Behind this methodology lies a whole set of mechanisms for the holistic new product marketing strategy, which revolve around "precise selection, stable marketing and rapid breakthrough". From product selection, content output to precise implementation, JD New Products tries to transform the "creation of hits" from a black box that used to rely on human labor and experience into a standardized "success strategy".

One of the most groundbreaking attempts of this new product marketing campaign for clothing items is to break the traditional brand - introduction logic, which is based on the brand as the anchor point, and switch to organizing content and channels with "material" as the core line. Search data on JD shows that search terms such as "cotton", "down", "wool" and "waterproof" have continuously gained popularity since the beginning of autumn, which was the starting point for the planning of the "Fabric Laboratory" project.

"Material is the most directly perceptible value anchor point for users in autumn and winter clothing." said the leader of JD's new product operation. "We not only show a series of logos, but help users immediately understand why they need this product at this time of the year."

In addition, BOSIDENG's "Barn - Style" series quickly attracted attention in this campaign by coordinating material tags and search content. JD New Products classified it under the content of the tag "casual and vintage style", and through search - term guidance, combined with picture and text content as well as the brand's self - produced videos, users can directly come across this new product when searching for terms like "lightweight down jacket". "The new product has obtained continuous traffic coverage through search terms, and the exposure volume has increased by about 30% compared with last year." said BOSIDENG's team.

KAILAS has attracted attention in the tags of "waterproof and breathable" and "technological hardshell jackets". Its autumn and winter products have the "Polar test certification" as a technological guarantee, and in cooperation with content resources on JD, influencer posts and the AR try - on function, it is possible to achieve a natural transfer from product tags to consumer perception. "The way JD collects and operates search terms allows users to see our product first when they have a certain need." said KAILAS's team. "We have seen the whole process from interest formation to purchase implementation."

For these brands, this campaign is not just a temporary marketing, but a complete chain of data analysis, content output and... (The original text seems incomplete here)