Nan Fang Du Shi Bao·2025-05-16 01:38Core Viewpoint - JD.com is innovating its marketing strategy for the 618 shopping festival by integrating entertainment and e-sports elements, aiming to create a more engaging and emotionally resonant shopping experience for consumers [1][5][11]. Group 1: Event Highlights - JD.com is hosting the "JD 618 Surprise Open Day" across multiple cities, announcing key features for this year's 618 festival, including collaborations with celebrities and popular IPs [1][3]. - The shopping season kicked off on May 13 and will continue until May 28, leading into the main 618 event at the end of May [1][2]. - Six major surprise days will be introduced, including Fan Day, Food Day, Children's Day, Trend Day, Home Day, and E-sports Day, focusing on user interests rather than traditional product categories [3][4]. Group 2: Promotions and Offers - JD.com is offering over 30,000 free concert tickets for the "Summer Concert" on May 31, with additional events planned for June 17 [2][3]. - The promotional strategy includes daily subsidies exceeding 1,000 yuan per person, various discount coupons, and interest-free installment plans for users activating JD credit [4][9]. - The integration of "old for new" national subsidies and JD's 10 billion yuan subsidy program will allow consumers to save up to 2,000 yuan on select products [3][4]. Group 3: Consumer Engagement and Trends - The company is shifting its focus to emotional engagement, recognizing that younger consumers prioritize self-satisfaction in their purchasing decisions [5][6]. - JD.com aims to transform its image from a "quality assurance" platform to one that is "fun" and engaging, appealing to a broader audience [6][8]. - The introduction of themed auctions and live streaming events during the shopping season is designed to enhance user interaction and excitement [6][7]. Group 4: Business Performance and Innovations - JD.com reported a revenue of 301.1 billion yuan in Q1 2023, a 15.8% year-on-year increase, and a net profit of 10.9 billion yuan, up 52.7% [8][9]. - The company has launched a new food delivery service, which has seen significant growth, with over 20 million orders within 75 days of its launch [9][10]. - JD.com is also introducing a new dining experience with the "Seven Fresh Food Mall," which will feature live-streamed kitchens and a variety of dining options [11].