Sou Hu Cai Jing·2025-06-09 04:20Core Viewpoint - The article discusses how JD.com is leveraging a self-media matrix to enhance user engagement and drive sales through various platforms and strategies. Group 1: WeChat Ecosystem - JD.com has built a "public-private domain linkage" closed loop using WeChat's video accounts and official accounts, featuring a "1+10+100" live streaming matrix that significantly boosts user revisit rates by 37% [3][5] - During the 2024 618 shopping festival, a collaboration between JD's "磕机官" and a WeChat influencer generated over 20 million yuan in sales in a single live stream [3] Group 2: Douyin & Kuaishou - JD.com employs a strategy of inviting over 300 celebrities and 1,000 KOLs to enhance trust and drive sales, with Douyin users spending 18% more per order compared to direct purchases [6] - In Kuaishou, JD's collaboration with brands like Cai Bai Jewelry showcased real-life scenarios, achieving over 5 million yuan in sales for Shandong apple industry live streams [8] Group 3: Xiaohongshu & Bilibili - On Xiaohongshu, JD's "professional grass planting" campaign led to a 65% weekly increase in beauty product searches, with user spending 1.8 times higher than on short video platforms [9] - JD's collaboration with tech bloggers on Bilibili resulted in over 10 million yuan in monthly sales for the Kirin series SSDs, with a 210% increase in efficiency from AI-driven content distribution [11] Group 4: Data-Driven Strategy - JD.com utilizes a "data dashboard" to track traffic quality and conversion paths across platforms, reallocating 30% of its budget to knowledge communities based on user lifetime value insights [13] - The company has seen a 150% increase in conversion rates by quickly responding to trending topics, such as launching workplace product combinations [13] Group 5: Performance Summary - During the 2024 618 period, JD's content ecosystem contributed to 35% of GMV, a 12 percentage point increase from 2023 [14] - The average daily engagement time for Gen Z users increased to 25 minutes, with a 28% rise in repurchase rates [14] - Customer acquisition costs decreased by 37% through cross-platform data integration, enhancing high-value channel identification efficiency by five times [14] Group 6: Conclusion - JD.com's self-media matrix operation demonstrates that deep collaboration within content ecosystems and data-driven precision management are crucial for e-commerce platforms to overcome traffic bottlenecks and achieve sustainable growth [16]