JD New Product collaborates with JD FASHION to win a tough battle in the fashion industry.

On the verge of the transition from autumn to winter, the trending topics on Xiaohongshu are no longer "which store offers the biggest discounts," but rather "recommendations for cashmere base layers," "reviews of lightweight and waterproof down jackets," and "non-bulky cotton outfits."

Today's consumers know better than anyone else: what kind of cotton won't shrink, what kind of down won't make you look bulky, and what kind of cashmere won't pill after one wear. The new generation's pursuit of novelty has shifted from curiosity to rationality, and from design sense to material quality and comfort. They are willing to pay for new products, but only if they are worth it.

As consumers become more professional, can the platform keep up?

In September, a new product marketing campaign focusing on material value, aesthetic expression, and technological innovation was launched on the "New Products" channel on the home page of the JD.com app. This is the first major new product marketing event jointly created by JD's new product team and JD FASHION.

The result was eye - opening for consumers.

From September 10th to September 16th, within a week of the launch of this JD New Products X JD FASHION new product marketing campaign, the total sales of new products nearly tripled compared to the previous period. Many well - known fashion brands also achieved remarkable results: the sales of KAILAS new products increased by nearly 32 times; the turnover of Bananain new products soared by 12 times; the turnover of ERDOS new products jumped by nearly 13 times; and the turnover of Bosideng new products increased by nearly 4 times.

Consumers saw a series of accurate recommendations for new products, while brands saw a complete new product growth path from pre - launch promotion to conversion and then to repeat purchases. This new product marketing campaign for fashion items was not only a concentrated release of autumn and winter new products but also a practical example of "full - link new product marketing" under the changing consumer decision - making power.

What makes new products sell well today? Perhaps, this time, we can find some definite new product marketing strategies from JD's approach.

Beyond traffic: Systematically tackling challenging categories

In the past, new product marketing often relied on "explosive power." But this year, JD New Products decided to focus on "problem - solving ability."

Officially defined, this new product marketing campaign for fashion items is a concentrated launch of new products focusing on material value, aesthetic expression, and technological innovation. It is also the first major new product marketing event for fashion items after "JD Magic Cube" was upgraded to "JD New Products" this year. In the eyes of many participating brands, it is more like a tough battle drill.

After all, this is not an easy battlefield.

As a typical non - standardized category, fashion items have always been recognized as a difficult area for new product launches in the industry: there are a large number of SKUs, strong differences in user preferences, rapid changes in fashion trends, and it is difficult to quantitatively analyze unstructured information such as fabric, tailoring, and matching.

These products are naturally difficult to standardize, and it is also difficult for algorithmic recommendations to accurately "predict" potential best - sellers. Coupled with the extremely short window period for new products and the high cost of trial and error, a single misstep can lead to "new product launch, immediate unsalable."

"Look at cosmetics, one color can sell for half a year; look at shoes and bags, a single best - seller can drive sales for a whole season. But the promotion window for fashion new products may be only two weeks," said an operator of a leading fashion brand. "If the platform doesn't have a reliable new product launch mechanism, brands basically have to rely on luck."

In other words, it's not a new topic that new products are difficult to launch, but fashion new products are particularly challenging. This time, JD chose to take on this difficult challenge.

In fact, in April this year, JD launched the "New Product Growth Plan for Hundreds of Billions": the annual plan aims to help 60,000 new products achieve annual sales of over one million yuan, 6,000 new products achieve annual sales of over ten million yuan, and 600 new products achieve annual sales of over one hundred million yuan. In 2025, JD will increase its support for new products with tens of billions of traffic and tens of billions of funds. This is the largest - scale investment in JD's history to create an upgraded new product cultivation system for brands. Nearly half a year has passed, and this plan is being steadily advanced, and many brands have achieved outstanding results in promoting new products on JD.

"The most difficult new products to launch are not standardized products, but fashion items," said the person in charge of JD's new product operation business. "If we can succeed in this category, we can find solutions for other categories."

Therefore, as the first cooperation between JD New Products and JD FASHION, this event is also given a certain experimental significance.

The design of the entire event is very clear: using AIGC visual content as the trigger point, around the four core material tracks of "cashmere, cotton, down, and waterproof and breathable fabrics," representative leading brands are organized to launch new products collectively to create a "one - stop autumn and winter fashion solution." From the participation mechanism, it is more like a "professional new product co - creation" rather than a speculative marketing for a single best - seller.

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

Secondly, this event is not simply about adding traffic: JD intervened in product preparation, copywriting content, visual strategy, and AIGC material co - creation in the early stage of the event, reducing the brand's trial - and - error cost through the method of "advance presetting and full - link co - creation."

In this process, JDIC (JD New Product Innovation Center) plays the role of the "behind - the - scenes engine." It helps brands improve the hit rate of new products around the complete link of "trend prediction - co - creation and R & D - testing and verification - launch and operation." From the analysis of material fashion trends to the feedback testing of user groups, and even the design of product main pictures can be simulated and optimized through the large - scale model of this platform. For many brands, this is a leap from intuitive decision - making to scientific deduction.

In addition, this event does not aim for a "one - day explosion": there is a return mechanism after the event, and the life cycle of new products is extended through methods such as "new product broadcast," "search linkage," and "channel precipitation," so that they are not just popular for a short time but have a long - lasting and sustainable sales performance.

"Many new products that became popular this year actually communicated with us multiple times in the spring and summer," revealed the person in charge of JD's new product operation business. Products such as KAILAS's water - repellent down jackets, Bosideng's Barn - style urban workwear series down jackets, and Bananain's cotton homewear that combines softness and breathability... These products were not launched temporarily but were included in the new product launch path of "material co - creation + rhythm presetting" in advance.

In this sense, this event is more like a collective practical exam for JD and many brands: JD formulates strategies, provides insights, and controls the rhythm; brands provide products, enhance brand awareness, and test the operation link.

If JD can succeed in this complex new product battlefield of fashion items, the so - called "full - link new product marketing methodology" of JD New Products will have a solid foundation.

From experience - led to precise interest conversion

In the impression of most brands, launching new products has always been like opening a blind box: success depends on whether the platform "favors" them, the promotion rhythm is often decided by guesswork, and budget allocation is often based on "who shouts the loudest gets the most." But what JD New Products wants to offer brands this time is a new product growth practice that is out of the "mystery" and has a controllable operation link.

"In the past, brands relied entirely on intuition when launching new products; now we hope to make new product launch a process that can be run through and reused," the person in charge of JD's new product operation business told 36Kr. "What we want are new products that can be seen, understood, and operated on in the long - term from the very beginning."

Behind this methodology is a complete new product full - link marketing mechanism centered around "selecting accurately, promoting steadily, and exploding quickly." From product selection, content expression to precise conversion, JD New Products tries to transform the "creation of best - sellers" from the previous black - box operation based on manpower and experience into a standardized "explosion logic."

One of the most breakthrough attempts in this new product marketing campaign for fashion items is to break the traditional new product launch logic centered around brands and instead plan content and organize channels with "materials" as the core clue. JD's in - platform search data shows that since autumn, the popularity of keywords such as "cotton," "down," "cashmere," and "waterproof" has been continuously rising year - on - year, which became the starting point for the planning of the "Fabric Laboratory" project.

"Materials are the most direct value anchor point for users in autumn and winter fashion items," said the person in charge of JD's new product operation business. "We don't just show a bunch of logos; we want users to understand at a glance why they should buy this product this season."

In addition, Bosideng's "Barn - style series" in this event quickly stood out through the coordination of material labels and search content. JD New Products classified it under the "casual and retro style" label content. Through keyword guidance, combined with graphic content and brand - made videos, users can accurately reach this new product when searching for words related to "lightweight down jackets." "The new product has achieved continuous traffic coverage through keywords, and the exposure increased by about 30% year - on - year," the Bosideng team pointed out.

KAILAS also gained attention under the labels of "waterproof and breathable" and "technological windbreakers." Its autumn and winter new products are backed by the "polar test certification" technology. By combining in - platform content resources on JD, graphic notes from influencers, and the AR try - on function, it achieved a natural transition from product labels to consumer awareness. "JD's way of accumulating and operating label words allows users to see our products first when they have clear needs," the KAILAS team said. "We have seen the complete link from interest conversion to purchase."

For these brands, this event is not a temporary marketing campaign but a complete link closed - loop for data collection, expression training, and conversion. Brand new product launches are no longer just loud promotions but are naturally and accurately seen based on consumer needs.

AIGC amplifies the value of new product marketing

The limited ability to express product information on product pages is a common problem faced by many brands: a new product using advanced technology and materials often looks no different from ordinary products on the page at first glance, making it difficult to gain due attention and premium space.

To solve this problem of "insufficient expression," the "Super AI New Product Show" was introduced for the first time in this event. Through technologies such as naked - eye 3D advertising, AIGC video generation, AR try - on, and 3D product images, it helps brands visualize the "technology story" and "material value" at a very low cost and transform them into content assets that consumers can understand, perceive, and share.

In the display of Bosideng's new products, JD jointly shot a short video of urban commuting scenarios with the brand, combined with the testing process of lightweight down jackets, and generated AIGC dynamic video content, which was directly displayed on the product detail page. "Originally, we thought it was difficult to explain these technologies to consumers, but JD's AI team helped us reorganize them with animations and storytelling language, and the result was far beyond our expectations," said a relevant person from Bosideng. After the video was launched on relevant in - platform pages, "the overall in - platform conversion rate increased by 20% - 30%, and the average user stay time also significantly increased."

KAILAS used the AR virtual try - on and outdoor scenario simulation functions, allowing users to see the actual test state in outdoor environments on their mobile phones. "This has moved the experience that we could only provide in offline stores in the past to the online platform," KAILAS said. "AI technology allows us to 'tell' and 'show' the value of our products, which is especially important for high - professional - attribute new products."

This "story - driven" AI content not only solves the problem of brands' "inability to explain clearly" but also significantly improves the search click - through rate and product page conversion rate.

"We hope that in the future, a new product can find its users without spending millions on advertising or tens of thousands on traffic," the person in charge of JD's new product operation business said. "What AI does is not to replace brand expression but to amplify it."

For JD, this is not just a promotional event but a collective display of the systematic ability of new product incubation.

User insight, new product operation, content marketing, and AI technology are all involved in multiple rounds of collaboration on the issue of "whether new products can be seen, understood, and selected." For brands, this means that launching new products is no longer a solo battle and no longer relies on explosive traffic. Instead, they can develop a new product from scratch on a clear and controllable path.

The fashion category is just one of the test fields for the strategy upgrade of JD New Products. In fact, JD New Products has embedded the upgraded marketing ability into various categories. For example, JD launched a special week for Apple's major new products in the 3C category, linking new product pre - launch promotion, reservation, press conference, pre - sale, and first - sale throughout the whole process according to different scenarios and user groups; for home appliances and home furnishings, JD launched a marketing campaign for titanium cookware new products to capture users' minds, achieving 248% of the sales target; for the supermarket category, JD created a Mid - Autumn Festival IP new product event, and the IP - co - branded new products had a significant sales explosion.

These customized new product marketing strategies for different categories together form a huge "new product ecosystem": launching new products is no longer a matter of probability but a scientific deduction.

The sense of certainty that makes brands feel that they can "steadily launch a new product" is itself JD's greatest attraction.