JD.COM, the largest e-commerce company in China, has teamed up with top consumer goods brands to offer insights on how best to serve the Chinese consumers. JD’s Consumer-to-Manufacturer model, launched a couple of years ago, combines the company’s large data as well as customer analysis capabilities to optimize the brands’ products to satisfy the needs of the Chinese market.
Huggies diapers as well as Head & Shoulders are the latest beneficiaries of the Jingdong’s C2M initiative, which is aimed at increasing the sales of top brands. JD.COM announced the successes at their recent annual FMCG conference which brought together more than 900 representatives from various top brand partners where they shared their business strategy for the next year. Discussions at the conference also focused on the company’s efforts on C2M projects.
The biggest internet company by revenue with more than 300 million active shoppers has access to a strong database of customer feedback. Huggies leveraged JD.COM’s vast data analytics tools to learn how to maximize as well as improve the comfort if their diapers to better meet the needs of consumers. Last year, it used the tools and insights to establish why the popularity of domestic Chinese diaper brands is rising and consequently, Huggies launched a new composite material version of its Huggies diapers in China. Huggies has boosted its sales significantly with the partnership with JD.COM.
Head & Shoulders leveraged JD’s analytics tools and vast insights to realize that Chinese consumers are increasingly concerned about the environmental friendliness as well as chemical composition of the goods they consume. As a result of the rising popularity of natural hair care products on its platform, JD.COM helped Head & Shoulders to release an exclusive collection of natural shampoo which is free of silicone. Consequently, the sales of these products exceeded 10 million RCEs.
According to Janet Cai, Head & Shoulders’ e-commerce director, stated that Jingdong has helped them to understand how consumers shop online and provided them with insights which helped them to develop the line of shampoo. The company looks to strengthen the partnership with JD.COM. Additionally, JD.COM has leveraged its capabilities to help top brands in other categories including consumer electronics. JD.COM’s President of JD FMCG, Carol Fung, stated that Jingdong is better placed to help top consumer brands to tailor their products to satisfy the needs of China’s discerning customers.
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