Zhong Guo Jin Rong Xin Xi Wang·2025-08-08 09:08Core Insights - The article discusses the shift in focus of brands from core products to previously overlooked non-core products, which are gaining market opportunities and consumer demand [1][4] - Brands are finding that promoting these non-core products can lead to unexpected growth, especially when traditional bestsellers face intense competition [1][4] Group 1: Market Dynamics - In the current competitive landscape, brands are increasingly investing in non-core products as a strategy to unlock new market potential [1][4] - Non-core products can leverage existing customer resources and enhance supply chain efficiency, acting as touchpoints to reach a broader consumer base [1][3] Group 2: Case Studies - JD Fashion has successfully transformed non-core products into significant growth drivers, with brands like Daocaoren and Miniso seeing substantial sales increases in previously marginal categories [2][3] - For instance, Daocaoren's slippers entered the top ten in their category within three months, while Miniso's洞洞鞋 achieved over one million monthly sales, reflecting a 300% month-on-month growth [2] Group 3: Strategic Approaches - JD Fashion employs a "quality x price" grid methodology to help brands focus on the most cost-effective products, avoiding inventory issues and ensuring quality assurance [2][3] - The platform supports brands through logistics subsidies and marketing investments, which have led to significant sales growth for non-core products during promotional events like the 618 shopping festival [3][4] Group 4: Consumer and Brand Impact - Consumers are beginning to recognize the value of non-core products, understanding that higher-priced items can offer better durability and quality [4] - The success of non-core products on JD Fashion demonstrates a shift in market perception, where these items are no longer seen as low-value but rather as essential components of a brand's growth strategy [4]