In May this year, JD Global officially settled in Xiaohongshu (RED), a lifestyle community. This is another layout in content ecological construction after JD international settled in Tiktok, Weibo and Zhihu.
The cooperation between JD Global and RED marks a new breakthrough in JD Global’s ecological operation. It also allows overseas brands to open new market channels, get closer to target users, and achieve more efficient operation and transformation.
After opening of the store, 20 overseas brands will be launched at first, including popular word-of-mouth brands such as SUQQU, Bedma BIODERMA, CPB, Charlotte Tilbury, The Ordinay and Eucerin. Consumers only need to open the little red book and search "JD international", and they can purchase directly in the store through the official account of JD international. After orders were made in RED, the goods will be delivered directly from the bonded warehouse of JD international to consumers.
RED originated from the PDF of overseas shopping strategy, and now it has become a multi lifestyle community. According to the official data of little red book, as of November 2021, RED has a monthly life of 200 million and more than 43 million sharers. Because there are a large number of key opinion consumers (Koc) in the platform, "online sharing" consumption experience triggers "community interaction", which can promote other users to "offline consumption", which in turn will carry out more "online sharing", and RED can constantly promote the outbreak of new fashion trends.
Livestreams, shortvideos and independent accounts drive user purchases. Strongly entwined with personal social profiles, it hosts a 300-million strong userbase that is 7:3 female to male, majority aged between 18-35. Take a look of a glance at Red 2021
RED is also a crossborder e-commerce business, a sharing platform, and a reputation database. The users of RED, are both consumers and sharers. Users can buy products on the app, and enjoy the benefits of cross-border businesses in China. Due to RED having the option to leave reviews, it has now become one of the MOST famous review #marketing platforms in China’s digital age.
New consumer brands usually take RED as the core operation platform, while many international luxury brands that are relatively cautious about social media operation also take RED as a major online operation position.
On the one hand, the popularity of overseas brands (especially overseas niche brands) in China is not high, so it is difficult to promote the direct transformation of brands through pure e-commerce operation, and it is necessary to build user trust through brand communication; On the other hand, overseas brand audiences have the characteristics of circle and fragmentation. It is often difficult to accurately reach the target population by using conventional mass communication, but need to penetrate efficiently through content and pan entertainment.
Official data showed that in the first month of Tiktok's launch, JD Global flagship store won the second place in the sales of Tiktok cross-border merchants during the double 11. The sales of the first special live broadcast jointly opened by JD Global and Qi Wei (famous actress in China) exceeded 20million. During the 2022 Tiktok New Year Goods Festival, JD Global flagship store achieved sales of more than 100 million. Similarly, JD international has also carried out content ecological layout cooperation on microblogging, Zhihu and other social media platforms.
It is obvious that for new sales channels, social media shall not be overlooked by anyone who is looking for breakthrough, especially new comers in the game. Even major CBEC platforms are looking for breakthrough on social media to attract attention and create buzz. With the ecology of new retail keep developing and evolving, any brands and products seeking breakthrough in China should focus, learn and keep up.
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