When you do n’t meet the youth, the JD Supermarket Unite Forms Z will make “love or not”.

In the name of "love"

JD Supermarket and Non -will resonate with the same frequency of young people

On the occasion of Chinese traditional Valentine's Day "Tanabata", the marriage of young people has attracted attention.

The survey shows that young people now have distinctive characteristics on emotional issues: "I would rather be single, I don't want to be." In fact, young people now are not only "just" in love, but also in many things. As the previous hot search said: In order not to work hard this year, the young people can save it, but the rent can be saved, but it is more exquisite and exquisite for camping; Fruits and vegetables must also be carefully calculated ...

What will happen when "not youth" with the Qixi Festival? JD Supermarket joined forces with many brands to assist God in love with the theme of "Guarding the smile".

Short videos are one of the most enthusiastic ways to record life and express themselves. In the Qixi Festival this year, Jingdong Supermarket chose to show young people with a short video method.

The video focuses on the four groups of characters who are single, love, step into marriage and raise children, and interpret the lifestyle of different young people: a person is wonderful, two people will not love, the family will not be happy, the family will not be happy. Just a group of people will not be carnival.

"No" is a life attitude, and it is a spirit that can be passed. In the short film, the single young man lost the expired canned canned food. With the accompaniment of the cat, he made a meal for himself; loved men and women from messy to cleanliness, not only love himself, but also love each other; young wives are busy get off work for a busy day. The husband who returned home presented the carefully selected gift; the parents joined forces to appease the crying child into the dreamland.

It can be seen that "no" and emotional life is not conflicting, but it can be passed on to each other. Can be infected.

On the one hand, the short video interprets the spirit of "not to be", showing the wonderfulness of "no way of life". The data shows that the short video exposure exceeds 35 million, and the online feedback is enthusiastic. It can be seen that this lifestyle has hit the hearts of many young people and won their favor.

On the other hand, Jingdong Supermarket also assisted with the major brands to assist this kind of "no" quality life: this year's Tanabata Festival, JD.com's second floor and Jingdong Supermarket joined hands, "Tanabata Festival, come to Jingdong to pull down pull down pull down. On the second floor, you can discover good things in Jingdong Supermarket, so that love will not be able to smile. " In this trend position specially created for young people, it brings more interesting and interesting interactive gameplay and richer in gifts.

Wang Feng, general manager of the marketing department of JD.com Retail Group, said that Jingdong Supermarket is the first choice for commercial supermarkets for Chinese consumers. In terms of online and offline multi -scenario marketing, Jingdong Supermarket currently has 6 major marketing capabilities of centralized e -commerce marketing, non -central scenario marketing, offline field marketing, O2O marketing, full -link advertising, and global user operations. Through the support of different capabilities, the underlying capabilities such as digital technology, supply chain, and platform ecology, Jingdong Supermarket can help brands realize marketing linkage and omni -channel marketing resonance of various scenarios, and precipitate all -channel user assets.

Data show that brand sales during the Qixi Festival of JD.com increased by more than 64%year -on -year.

All in all, JD Supermarket and brands have presented a Tanabata feast for the young people. There are both spiritual dimensions and practical actions, so that young people can "know and do one".

It is worth mentioning that in Tanabata this year, JD Supermarket United, Jiechi, Bisheng Yuan, Mead Johnson, Curiosity, Piaorou, Nestlé, Harbin Beer and other brands. It is the highlight of the activity. The Tanabata gift box of Jingdong Supermarket has transformed the spiritualization of "no love" and transformed into a physical carrier of "no". The participating brands are well -known brands at home and abroad. It is "the design will not be possible."

JD Supermarket Tanabata Limited Gift Box, the gathering brands cover different categories such as food, care, mother and baby, etc., can bring happiness to young people at different stages. Imagine that in the family of three, whether it is a beautiful mother, a father who likes to watch the ball, or a baby, you can find your favorite from the gift box. Different people can feel "love will not" from the gift box.

On the Qixi Festival, JD.com's supermarkets set up a Taiwan supermarket, and many brands gathered together. They are also the eight immortals cross the sea and show their magical powers. They use their own resources and creativity to interpret the theme of "Guarding the smile". For example, Jia Jieshi staged a deep collision between toothpaste and coffee: "Jiajieli asked you to have a 'white' to drink coffee", Jiajieshi cooperated with Shanghai niche coffee shop to ask Shanghai users to drink coffee. Drinking coffee is not only to protect the coffee owner's dream of opening a shop in a special background, but also the white smile of the coffee star (drinking coffee is not afraid of yellow teeth).

Back to the Jingdong Supermarket Qixi short film just mentioned, the careful audience may also notice that in addition to the young people in the film, JD Supermarket and the brands also made a guest appearance. The aggregation. This aggregation also reconstructs the significance of "product": not only has the value of functional, but also the emotional carrier of "guarding the smile".

The contemporary youth "will not just" is essentially the pursuit of a better life. From this perspective, JD Supermarket and major brands have launched a series of Qixi Festival series, and you can see where its significance is: this is more like the spiritual resonance of JD Supermarket and young people. The positive energy values ​​also satisfy their longing for quality life from the multi -dimensional spirit of spirit and material.

This resonance is very suitable. In recent years, traditional festivals have become more and more popular with young people. Among the online users of the Baidu Index "Tanabata", the 20-29-year-old young population accounts for 50.79%, which is higher than the distribution of the entire network.

The theme is very suitable for this resonance. The current young people are eager for their companions, understanding, and love. In other words, young people seem to be unwilling to fall in love, and they are keen to spend the Qixi Festival. The reason behind is that they are unwilling to satisfy the "fast food love" based on pressure and impulse. expect. Therefore, the theme of "Guarding the smile" is very impressive.

Moreover, this resonance also has a very suitable carrier. Short films, moving with beautiful and warm scenes; gift boxes, moving with exquisite design and quality; even Jingdong Supermarket and many brands have been through star spokespersons, KOL, etc. Implement connection and interaction.

Data can show the breadth and depth of this resonance. The entire network of Jingdong Supermarket has more than 140 million.

"Love will not guard the smile", and also sublimates in this resonance, showing the quality life proposition of Jingdong Supermarket's "saving realization". If the time is stretched, you can see that this is also the chase after JD Supermarket's first battle as a "quality life".

During this year's JD 618, Jingdong Supermarket jointly launched a "New Profile" plan for many brands, focusing on the "quality life" claim, and launched a series of global marketing activities to form the same frequency resonance as users.

At present, this resonance is further deepened, and the three supermarkets, brands, and users are also achieved in the resonance.

This article only represents the author's point of view, and does not represent the position of this magazine.

- END -