JD.com has become the exclusive interactive cooperation platform for the Spring Festival Gala
Not long after the news of Xiaohongshu and Spring Festival Gala live broadcast cooperation was released, JD.com also came non-stop.
Today, JD.com officially announced that it will become the exclusive interactive cooperation platform for the 2024 Spring Festival Gala (hereinafter referred to as the "Spring Festival Gala").
During the Spring Festival, JD.com will set up the main venue of the Spring Festival Gala on the app, and will give out 100 million one-cent physical prizes in the form of lottery draws, as well as grand prizes such as the right to use cars.
latelatepost learned that these prizes will not only be sent to China, JD.com is internally discussing how to send these prizes to overseas with free shipping.
This is the second time JD.com has participated in the Spring Festival Gala. It is understood that in 2022, JD.com participated in the Spring Festival Gala for the first time and presented red envelopes and merchandise worth 1.5 billion yuan. Its investment far exceeded its previous competitors such as Douyin, Kuaishou, and Baidu.
According to questmobile data, on New Year's Eve, January 31, 2022, JD.com's daily activity reached 151 million, an increase of 81.4% from the previous day, ranking first among all apps.
During the 2022 Spring Festival Gala, the cumulative interaction volume of Chinese people around the world participating in JD app red envelopes reached 69.1 billion, and the interaction volume of young people under the age of 35 accounted for over 56%, exceeding the annual average. Through the Spring Festival Gala interaction, it further boosted the sales of popular categories on JD.com, such as liquor, New Year gift boxes, and gold for the Year of the Tiger zodiac.
A person from JD.com who recently resigned said that JD.com’s marketing pressure on the Spring Festival Gala project this year is significantly greater than that of in 2022. The project team of thousands of people needs to directly memorize the two indicators of gmv (transaction volume) and number of transaction users. The gmv assessment requirements in 2022 will be more relaxed, and the focus will be on user activity.
Regarding why it returned to the Spring Festival Gala this year, a JD.com person said that 2023 is the year when JD.com faces growth pressure and is eager to find more sinking users.
This year, Liu Qiangdong will gather all businesses under JD.com to attend the main venue of the Spring Festival Gala, including JD.com hourly shopping, JD.com plus membership, cross-border, and Jingxi app.
Among them, the special shopping platform Jingxi App focuses on the lower-tier market and will participate in the Spring Festival Gala lottery for the first time this year.
Regarding Liu Qiangdong’s move, a JD.com person commented, “All businesses lack growth points this year, so we must seize any opportunity.”
The person also revealed that despite knowing that the Spring Festival Gala is a low point for e-commerce transactions , but JD.com still hopes to take this opportunity to win over more users in lower-tier markets, so it has set up many "one-cent" prizes.
During this year’s Spring Festival Gala, Liu Qiangdong targeted the sinking market and launched a more violent attack. This is also a big signal for JD.com to make an all-out charge in 2024.
The sinking market continues to fight
The earliest Internet platform to cooperate with the Spring Festival Gala was WeChat. In 2015, the total number of "Shake" interactions on WeChat during the CCTV Spring Festival Gala reached 11 billion times, and the total number of WeChat red envelopes sent and received on New Year's Eve reached 1.01 billion times. The huge traffic of
allowed WeChat Pay at that time to compete with Alipay.
In the following eight years, Alipay, Taobao, Baidu, Kuaishou, Douyin and JD.com successively launched exclusive cooperation with the Spring Festival Gala. . However, in 2023, the collective contraction of Internet platforms will cede this limelight to liquor brands.
data shows that the total number of Spring Festival red envelopes on various platforms in 2023 has shrunk to 4.3 billion. Among them, Kuaishou, which accounts for nearly half of the entire Internet’s red envelopes, also found a title sponsor for the 2 billion red envelope interactive to spread the cost.
It is reported that in 2022, the market values of many companies such as Alibaba, Tencent, and Kuaishou have dropped by 50%, or even 70% or 80%. In addition, although JD.com achieved full profitability by the end of 2022, its market value was overtaken by Pinduoduo.
Nowadays, the e-commerce industry has entered the era of stock competition. Pinduoduo, which has been "moving downwards", has instead taken the lead in occupying the sinking market with the largest base and achieved overtaking in a corner. JD.com, which was immersed in the illusion of "consumption upgrade", missed the opportunity.
Fortunately, JD.com didn’t wake up too late. It was at this critical juncture that Liu Qiangdong returned and further reiterated that "low price is the most important weapon for our success in the past and the only basic weapon in the future" .
low-price strategy has become the core of JD.com’s business expansion in 2023.At the beginning of 2023, Xin Lijun, the former JD.com retail CEO, proposed four must-win battles for , including the "sinking market" of .
In the past year, JD.com has launched tens of billions of subsidies to strengthen its low-price mentality; it has connected with Tongda express delivery companies such as Jitu to reduce costs and increase efficiency in logistics; it has renamed "Jingxi Pinpin" to "JD Pinpin" and once again Increase community group buying...
At the same time, Alibaba is not to be outdone. Under the guidance of Jack Ma's three "return" strategies, Taobao and Tmall have successively launched many initiatives such as "everyday low prices" and "tens of billions of subsidies". Last year’s Double Eleven also set “the lowest price on the entire network” as its core goal.
But after working hard for a whole year, JD.com not only failed to regain its original ranking, but also dropped one level. Pinduoduo’s market value has skyrocketed, surpassing Alibaba and becoming the number one in the industry.
Competition in the lower-tier market is becoming increasingly fierce. If we cannot make further progress, we will be overtaken by latecomers again sooner or later, and our time to stay on JD.com is running out.
Jingxi business is another direction for JD.com to target the sinking market. In the past year, the priority of Jingxi’s business has been gradually raised. I learned from latepost that Jingxi will usher in a major revision in 2024, benchmarking "NetEase Selected" , focusing on industry-leading merchants, selecting thousands of SKUs, and customizing the production of products according to user needs.
Jingxi Future's products are provided by third-party merchants and are committed to achieving "high quality at the same price, low price for the same product". This is also one of the projects that Liu Qiangdong currently attaches great importance to.
The Spring Festival Gala has become popular again
Just a few days ago, Xiaohongshu officially announced that it has officially become the China Central Radio and Television Station's "2024 Spring Festival Gala" notes and live broadcast sharing platform , and will be prepared together with the Spring Festival Gala A companion live broadcast of "Everyone's Spring Festival Gala".
It is understood that last year, Douyin, Kuaishou and the video account successively obtained the rights to broadcast the Spring Festival Gala, and the video account also obtained the exclusive vertical screen rights to broadcast the Spring Festival Gala. believes that this year, these three major short video platforms will not miss this opportunity.
data shows that the average viewership of CCTV Spring Festival Gala in 2023 reached 20.23%, while the number of new media live broadcast users reached 655 million, and the cumulative number of viewers of the Spring Festival Gala in vertical screen reached 179 million, an increase of more than 50% compared to last year.
Xiaohongshu has also joined this ranks this year, and has pioneered the "watch and buy" e-commerce live broadcast , which will synchronize the links of Spring Festival Gala products in the "Everyone's Spring Festival Gala" live broadcast room to facilitate viewers' purchase.
In the past year, Xiaohongshu has made significant progress in shopping e-commerce, and its commercial atmosphere has become stronger. Xiaohongshu's cooperation in sharing notes and live broadcasts of the Spring Festival Gala means that it will work hard in both directions on content and e-commerce to boost traffic on New Year's Eve.
Although the ratings of the Spring Festival Gala have been sluggish and the content has been controversial in recent years, the Spring Festival Gala is still a national program, especially in sinking markets, it still has great influence. Coupled with the help of short videos, the marginal effect of the Spring Festival Gala has been further expanded.
At this time, JD.com just needs such a hotspot. This time JD.com won the exclusive interactive cooperation with the Spring Festival Gala, which will definitely further divide the traffic of the Spring Festival Gala and attract more sinking users.
It is reported that JD.com has recently exclusively sponsored the Hunan Satellite TV New Year’s Eve Party in preparation for the Spring Festival Gala. In addition, Liu Qiangdong will also send out 99,999 roses around Valentine's Day in 2024 to further build momentum for marketing activities during the Spring Festival.
In terms of logistics and distribution, JD Logistics has also announced that it will "deliver during the Spring Festival" for the 12th consecutive year, supporting consumers in more than 2,000 districts, counties and cities across the country and in many places around the world to place orders and receive goods normally during the Spring Festival.
In addition, JD Express will also provide New Year’s Day fulfillment delivery services for external e-commerce platforms such as Xiaohongshu and Kuaishou this year.
After experiencing the 2022 Spring Festival Gala, JD.com should be more prepared for its appearance again this time. However, whether it can take advantage of the Spring Festival Gala traffic and penetrate deeper into the market is a new challenge for JD.com.
author | Pandora
