/ Asearg/GUANGZHOU, August 18, 2022 -- Twenty years ago, at the turn of the century, the world was growing fast and so was the Internet. Chinese people begin to accept and gradually get used to online shopping, entertainment, work life mode, and the achievement of all these is based on intelligent technology promoted by the Internet of everything. As a dominant mobile device in consumers' lives, mobile phones have become electronic products that people replace more frequently. Driven by the Internet of everything technology, people switch from choosing new phones in offline stores to buying and replacing them online, and perceive the efficient purchasing experience of purchasing and distribution.
However, the strength of mobile offline stores can not be underestimated. According to a previous survey by Consumption Daily, 74% of users under the age of 25 said that they would do their homework online before going to physical stores for hands-on experience when buying a new mobile phone. It can be seen that offline channels are the infrastructure of mobile phone consumption and the bridge for users to purchase online. On August 16, Jingdong mobile phone "service consumption supply chain" strategy upgrade conference also clearly pointed out that it will cooperate with mobile phone brands, operators, important omni-channel merchants and other partners, in order to meet the changes in users' purchasing needs and improve users' extreme purchasing experience. Focus on the omni-channel layout to lead the instant retail, purchase service experience upgrade and other content in-depth discussion and communication, is committed to create online and offline one-stop shopping experience for users.
In fact, the development of all-channel layout is timely. Taking mobile phone market as an example, it is currently facing many changes such as diversified user scenarios and customized user needs. When consumers buy a new mobile phone, they are no longer limited to the good quality and low price of the product, but tend to enjoy the ideal experience of the whole process of buying a new phone. It can be said that in the past, consumers "look for mobile phone stores" and "supporting services", but now they are based on the pain points of consumer demand, so that more categories and services to meet the preferences of consumers. At this time, the fresh, fast and convenient online way of buying mobile phones, with close contact with offline stores and personal service integration, obviously has its incomparable experience advantages. Jingdong MALL, Jingdong Electric Super Experience Store and more than 50 Jingdong Electric city flagship stores all over the country gather famous domestic and foreign brands of household appliances, covering all kinds of trendy and intelligent live products including household appliances, mobile phones, computers, digital equipment, etc., and innovate to create an immersive interactive experience space and experience scene full of science and technology. Bring cool quality life shopping experience for local consumers, fully meet their different needs of shopping, buying, playing, and thus become a new landmark of local quality consumption.
At this press conference, Pan Haifan, vice president of JD Group and president of JD Communication Division, shared that in the Spring Festival of 2020, he was responsible for the customer service work in Wuhan. Affected by many factors such as working at home at that time, online channels could not be delivered, offline stores could not be opened, and a large number of users could not buy mobile phones for help. In the face of this situation, Jingdong Mobile phone has implemented the layout of mobile phone category retail business in the city, through the combination of online and offline purchasing scenarios, to provide users with efficient and convenient whole-process purchasing experience.
Facts have proved that JD mobile phone's omnichannel layout is accurate and successful. He Huijian, vice president of Jingdong Group, vice president of Dada Group and head of Jingdong Retail intra-city business Department, said: "Currently Jingdong intra-city retail communication scale industry No.1, has the first-mover advantage, and maintains high growth." Take Jingdong Home as an example. As an important strength of Jingdong omni-channel, Jingdong Home promotes the effective integration of digital technology and offline mobile retail to create a new experience of one-stop communication omni-channel service with multiple terminals and multiple scenes, satisfying consumers' demands for omni-channel shopping and providing more options for multiple purchasing methods. In addition, Jingdong mobile phone also provides special services such as trade-in, hourly purchase and 9.9 service pack through deep farm service, which satisfies consumers' comprehensive needs of buying and replacing machines in every detail and allows consumers to have no worries in the whole process of buying machines before, during and after sale. It is worth paying attention to. Now Jingdong's "hourly purchase" has covered more than 410 cities and 20,000+ stores. Users can receive new phones within one hour after placing an order, which satisfies the expectation of users to "try new products".
The continuous deepening of omnichannel strategy layout has an immeasurable impact on the mobile phone consumer market, both for consumers and for mobile phone brands. Relying on JD's "responsible supply chain" and omni-channel model, brand manufacturers also find new opportunities to show their blueprint. With Jingdong mobile differentiated and customized services and physical retail stores such as Jingdong Home, brand manufacturers not only reach consumers more frequently, increase online and offline customer flow, and thus improve product sales and user credibility, but also achieve cost reduction and efficiency increase, and mobile phone brand manufacturers begin to move to a new level of healthy and stable growth.
< /p>In a word, in the process of the vigorous development of the mobile phone consumer market, the high quality development brought by the resonance of the mutual influence of the real economy and the digital economy is the core value. Jingdong Mobile will also join hands with all mobile phone brand partners to jointly make omni-channel strategic layout, create online and offline integrated purchase experience, through constantly opening up products, channels, services, resources, content and other dimensions, to achieve co-creation, integration and co-construction, so that stable, reliable supply chain and omni-channel mode more attention by consumers, industry and society. At the same time, it also helps brand partners to build a dialogue space with consumers, and constantly open up a new "incremental field" with high-quality products and services to achieve high-quality growth of the mobile phone consumption market.
