Why is JD.com the resonance field for popular 3C products?
"The appearance is cool and textured, and the keyboard feels comfortable. What surprises me the most is the high-color-gamut screen. The picture quality is top-notch, the colors are vivid, there is no motion blur in dynamic scenes, and the gaming immersion is off the charts."
Xiao Wu, who claims to be a "performance enthusiast," immediately wrote a short essay to praise his own taste as soon as he received the new computer. He carefully selected a new gaming laptop in Lenovo's Legion series equipped with a 50-series graphics card. There are quite a few "performance enthusiasts" like him waiting to snap up new products on the opening day of JD.com's 618 promotion, which directly drove the sales of this new product to easily exceed 10,000 units within an hour on the opening night.
Bao Qian, the buyer and seller of Lenovo laptops at JD.com, revealed an interesting observation: Before buying a gaming laptop, users usually have to browse around 10 - 15 products on JD.com before finally deciding on the configuration they want.
With its unshakable advantage in 3C digital products, in JD.com's view, when it comes to low prices, it's not just about the low price itself, but also about the "cost, efficiency, and experience" behind it.
JD.com's buyers and sellers have a lot of feelings about selecting good products and offering "JD-style low prices." "You should always ask yourself, is the so - called 'low price' you offer applicable to everyone?" Bao Qian believes that "a 'true low price' that creates value is one that allows everyone to enjoy it equally, is truly sustainable, and promotes healthy competition in the industry."
Low price without compromising quality, squeezing out every bit of fat
Buy 3C products on JD.com.
This slogan has become a fixed mindset for users when buying 3C products, and sales data is the best proof.
This year during the 618 promotion, JD.com's advantage in electrical products continued to expand strongly. In the first hour of the 618 opening, the turnover of JD.com's electrical products increased by more than 380% year - on - year. The turnover of brands such as Apple and Xiaomi quickly exceeded 100 million yuan. The turnover of tens of thousands of trending 3C digital products, represented by gaming laptops, high - end headphones/speakers, and smart robots, increased by more than 10 times.
For JD.com, which dominates the 618 market, competition is never one - dimensional. Especially compared with other categories, 3C digital products have the characteristics of high prices and relatively high consumer decision - making thresholds. Consumers' focus is not just on cost - effectiveness but on "quality - to - price ratio."
Where can the cost be cut? JD.com has two key weapons: strategic bulk orders and C2M.
Strategic bulk orders mean exchanging quantity for price. By placing large orders, JD.com can get greater bargaining power and then pass on the squeezed - out cost savings to consumers.
C2M reverse customization is based on user segmentation. It uses differentiated products, precise price positioning, and user experience optimization strategies to directly address the core needs of the target consumer group.
They all point to the same goal: To be cost - conscious without sacrificing quality and compress the cost to the limit, reaching the bottom line of "low price without compromising quality."
Take the new Lenovo Legion series gaming laptops as an example. Nearly 50% of the over 10,000 units sold were products customized through JD.com's C2M reverse - customization model.
Regarding this product, on the one hand, JD.com's buyers and sellers identified the demand for upgrades and high - end configurations among e - sports players and students under the stimulation of the "national subsidy," finalized the exclusive configuration, and adhered to the pressure line of "the price must not exceed 10,000 yuan." On the other hand, after setting the goal of "at least 10,000 units for the first - launch," it also gave Lenovo, a long - term partner, peace of mind in advance.
"During the product's first - launch phase, there were direct discounts, allowing early - adopting users to enjoy the maximum benefits. The final sales result of over 10,000 units was predictable," Bao Qian said.
There are many such cases. JD.com, which wants to achieve both low prices and high quality, never compromises on quality and performance while offering low prices. Behind the scenes, JD.com's buyers and sellers have put in a lot of hard work.
For example, JD.com and Regal jointly created a high - cost - performance projector through the C2M model, with the price dropping to 299 yuan. At that time, most low - price products in the market priced at one or two hundred yuan used recycled second - hand materials. Regal calculated that, according to JD.com's requirements, on the premise of meeting quality standards, the raw material cost alone would be at least 240 yuan, not to mention logistics and other costs.
Why does JD.com dare to set such a price?
Liang Ge, the buyer and seller of projectors at JD.com, said, "Before starting the project, our team thoroughly investigated all the ultra - low - price products on the market. After getting the products, we disassembled each component for research, went to the upstream industrial chain to understand the cost quotes, and conducted customer demand interviews. After integrating the information, we finally determined that the price of 299 yuan and the 720p parameter were very competitive."
Regal, which decided to take a chance, achieved a win - win situation with JD.com. In just a few months, the cumulative sales of the 299 - yuan Regal B1 projector reached hundreds of thousands of units, making it the best - selling product in this category.
"Good products speak for themselves," Liang Ge said. This popular product attracted a large number of new users to the projector category on the platform, and the buyers and sellers also gained a lot of experience in cooperating with the industrial chain, which can be applied to more C2M projects.
JD.com's 3C low - price and best - selling product resonance field is based on cost reduction and efficiency improvement throughout the supply chain, offering sincere discounts. It neither offers false "low prices" nor builds its low - price strategy at the expense of partners and brand interests.
Hong Tao, the buyer and seller of Meizu mobile phones at JD.com, has deep feelings about how to persuade brands to join the "low - price without compromising quality" team.
"We serve both ends. We need to ensure a low - price experience for users while also making sure that brand manufacturers can make money. Our logic is to comprehensively analyze the business and calculate the overall account. We align the underlying calculation logic and give practical suggestions to influence and guide brands in comprehensive analysis and final pricing."
Ultimately, JD.com leaves the final decision - making power in the hands of users.
Behind the low - price best - selling products, the visible and the invisible
Nowadays, JD.com has increasingly become the core platform for consumers to pursue new products and a key platform for brand new product integrated marketing.
For example, on May 22nd, JD.com's "Fever Fans' Surprise Day," with "JD.com Auction" as the core gameplay, precisely targeted enthusiasts in the 3C digital field.
Data shows that on that day, more than 30 million enthusiasts flocked to JD.com. Many star products emerged, and the sales of multiple categories increased strongly. The turnover of action cameras and their accessories increased by more than 3 times year - on - year.
Fever fans are an important user group in the 3C digital field. They are not only the first - batch testers of new products but also key disseminators of brand reputation. The popularity of the event also proves JD.com's strong appeal.
With its deep accumulation in the 3C field, JD.com systematically guides, supports, and witnesses the birth of countless new products and the rise of new categories. In the new era, its methodology of "new products become best - selling products" has accumulated a large number of successful cases.
In April, JD.com announced an upgrade of its new product marketing strategy. It will invest the largest - ever amount of resources in 2025 to help brands make their new products popular. On the premise of ensuring the promotion effect of key new products, the number of key new product cooperation will be increased by 40% year - on - year.
JD.com has the courage to raise a new flag because new concepts and trends are emerging.
"There must be a set of methodologies for creating best - selling products, but it also needs to be dynamically adjusted in a timely manner according to the product launch time and market conditions," Bao Qian said.
To achieve "new products become best - selling products," in addition to hitting consumers' pain points and pleasure points, it is also necessary to anticipate and capture their potential deep - seated needs before they are even aware of them.
In this regard, JD.com has a meticulous chain and operating logic.
Bao Qian summarized that all actions should be pre - planned, and the strategies for the pre - launch, mid - launch, and post - launch stages of new products should be different.
First, based on user segmentation, user education and outreach should be started very early to attract the target group.
In the mid - stage, the marketing actions around the product should be as refined as possible. At this stage, JD.com can provide a series of gameplay and resources to help brands win the "critical point" in new product sales.
After the product is launched, the focus should be on user feedback. "We need to know whether the product strategy and marketing methods need to be adjusted in a timely manner, and whether there are contingency plans in case of sudden product problems...," Bao Qian said.
Often, the key to success lies in the fit between product details and people's daily lives.
Take the Meizu Note 16 series of mobile phones launched in May this year. As the "recommended mobile phone for full - time JD.com food delivery riders," it attracted public attention as soon as it was launched. As a key new product jointly developed by JD.com and Meizu, after the national subsidy, the Meizu Note 16 series starts at a minimum of 594.15 yuan, which is very cost - effective for riders. Moreover, many riders placed orders through the "JD.com subsidy contract," and they could get the phone for as low as 102.52 yuan. They also got a new phone number card, a large - data and call package, which met their daily communication needs.
In Hong Tao's view, to maximize the promotion efficiency for manufacturers, it is necessary to have a deep understanding of product functions and scenario needs. "This Meizu product has an 'independent AI button' that can be customized. We thought about which user groups need quick access to certain apps in real - life scenarios. A highly matching scenario is food delivery riders grabbing orders."
After a comprehensive analysis of this product, JD.com's buyers and sellers found that the prominent feature of "durability" exactly addressed the core pain points of blue - collar workers such as food delivery riders and couriers. Since they have to travel long distances every day at a relatively high speed, their phones are prone to falling off the vehicle. Many food delivery riders and couriers' phones have their screens broken after only a short period of use, and they don't have the ability to replace their phones frequently.
At the Meizu product launch, Zhao Guojun, a JD.com food delivery rider who was one of the earliest product testers, also shared his real - life experience. He said that the phone is really important for food delivery riders. His previous phone's screen broke within less than a month, and he couldn't afford to replace it. When he was testing the Meizu Note 16 series, the phone once fell off the vehicle. Zhao Guojun thought it must be broken and he would have to pay for it. "But when I looked, the screen was intact," he said.
Ultimately, the product is the core. "JD.com always adds value on the basis of good products," Hong Tao said.
It is worth mentioning that nearly half of Meizu's mobile phone sales across all channels come from JD.com. Therefore, Meizu attaches great importance to the conclusions drawn by JD.com based on user insights. As the largest sales platform for Meizu mobile phones, JD.com and Meizu have jointly launched the "first - come - first - served rights - to - choose" and a four - year warranty service for new phones, providing more guarantees for customers when buying phones.
With its in - depth understanding of the industrial supply chain, JD.com's buyers and sellers often act as "consultants" and "product managers" for brand manufacturers. They offer low prices while ensuring quality, promoting the iterative upgrading of products in various categories.
For categories with minor iterations or innovations, such as stationery, JD.com's buyers and sellers who are often on the front line can also find ways to activate user demand.
The "All - Exam - Success Set" of Chenguang, the "stationery king" in China, which was blessed at the Confucius Temple in Qufu, Shandong, became a hot - selling product as soon as it was launched on JD.com. It integrates traditional Chinese Confucius Temple cultural elements, and many consumers value the product's implication of wisdom and success.
"The functionality of stationery doesn't change much, but we will jointly create detailed functional improvements and aesthetic innovations with brands according to user needs," Bo Wen, the buyer and seller of Chenguang stationery at JD.com, summarized.
He mentioned that JD.com's large - scale self - operated procurement can, to a certain extent, help brands reduce the risk of developing new products. At the same time, JD.com's user demand insights can provide brands with multi - dimensional development ideas.
To enhance the emotional value of stationery, JD.com not only launched an activity of giving away lucky blessing cards when buying exam stationery but also jointly launched the "Knight - Delivers - Blessings" activity with Chenguang during the exam season. JD.com's instant - delivery couriers transformed into "blessing - delivering knights" to deliver the "All - Exam - Success Set" to users in a timely manner and gave exam - encouraging words, boosting the morale of parents and students.
This also adds a warm touch to simple consumption behavior.
Business is about conscience, focusing on these three eternal propositions
Looking closely at JD.com's development path, we can find that from building its own logistics system against all odds to making a splash in the food delivery business, this company always wants to be a revolutionary and always plays a sincere card.
By continuously optimizing costs and