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JD.com's "Super 18": A New Attempt at a Low-Price Strategy, Can it Spark Another Shopping Frenzy?

Tech 2024-08-02 17:42:50 Source: Network
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JD.com's "Super 18": A New Attempt at a Low-Price Strategy, Can it Spark Another Shopping Frenzy?On July 16th, JD

JD.com's "Super 18": A New Attempt at a Low-Price Strategy, Can it Spark Another Shopping Frenzy?

On July 16th, JD.com announced the launch of its new promotional campaign, "JD.com Super 18," which will run from July onwards, every 17th of the month from 8 pm to the 18th, lasting 28 hours. It will offer users a wide range of popular products at incredibly low prices, all for just 18 yuan. The first round of the campaign kicked off on July 17th at 8 pm.

"JD.com Super 18" marks another significant move by JD.com in its relentless pursuit of a low-price strategy, following its series of initiatives such as "Billions of Subsidies," the "9.9 Free Shipping Channel," and lowering the free shipping threshold.

18 Yuan for a Shopping Spree - Surprises Galore

"JD.com Super 18" stands out with its commitment to offering a vast selection of popular products at incredibly low prices, providing users with an exciting shopping experience where they can "grab amazing deals for just 18 yuan." The inaugural event even featured "Super Family Pack" value sets that usually cost tens of thousands of yuan, alongside renowned brands like Moutai, Dyson dust mites vacuum cleaners, and Bulgari perfumes, all priced under a thousand yuan.

Breaking the Mold - Unscheduled and Unfixed

Unlike traditional promotional campaigns, "JD.com Super 18" will not showcase all its 18 yuan products at once. Instead, they will be rolled out in batches, randomly and without fixed schedules. Users will need to constantly browse the campaign page throughout the event to find and purchase their desired items.

JD.com

Evolution of the Low-Price Strategy: From "Moonlit Night" to "Super 18"

As early as 2004, Liu Qiangdong, founder of JD.com, led his team in launching a promotional event called "Moonlit Night" during the company's anniversary celebrations. The event aimed to shatter price floors for various 3C digital products. For instance, a genuine keyboard that typically cost over 100 yuan was available for "flash sale" at just 11 yuan.

The success of "Moonlit Night" laid a strong foundation for JD.com's user base. Today, "JD.com Super 18" carries forward the low-price spirit of "Moonlit Night," adapting it to the current market landscape and user needs. It offers a more comprehensive and appealing experience for users, delivering even greater value.

The Deeper Meaning of the Low-Price Strategy: Enhancing User Stickiness and Purchase Frequency

In recent years, JD.com has been aggressively pursuing its low-price strategy, implementing a range of measures to attract more users, increase user stickiness, and drive purchase frequency.

JD.com Group's Q1 2024 earnings report revealed significant growth in all user indicators during the quarter. The number of quarterly active users has witnessed double-digit year-on-year acceleration for two consecutive quarters, and users are demonstrably purchasing more frequently.

JD.com

The launch of "JD.com Super 18" is expected to further propel user growth and boost purchase frequency for JD.com, establishing itself as another "trump card" in its low-price strategy.

Conclusion

The introduction of "JD.com Super 18" exemplifies JD.com's latest commitment to its low-price strategy, reflecting its unwavering determination to innovate and excel in the fiercely competitive e-commerce landscape.

As "JD.com Super 18" continues to unfold, JD.com will continuously refine its event mechanics to bring users more surprises and discounts, solidifying its leading position in the e-commerce market. It is foreseeable that "JD.com Super 18" will become a monthly shopping extravaganza eagerly anticipated by consumers, rekindling the shopping frenzy.


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