Jin Tou Wang·2025-08-27 07:14Core Insights - The Chinese ambient milk market is transitioning from scale expansion to value deepening, facing challenges such as fragmented channels and homogenized products [1][2] - JD has introduced the "PATH User Growth Strategy" to help brands achieve refined operations and sustainable growth through data-driven, user-centered marketing [1][4] Market Transformation - The liquid milk production growth rate is slowing, and offline channel shares are shrinking, while consumer demand is rapidly diversifying [2] - Different consumer segments, such as young professionals and discerning mothers, seek premium products, while small-town youth and seniors prioritize cost-effectiveness and functionality [2] - Brands face challenges in marketing integration, precise insights, and effectiveness measurement [2] PATH User Growth Strategy - The PATH strategy focuses on user asset structure, utilizing the 4A user segmentation model: Aware, Appeal, Act, and Advocate [4] - The user transition from awareness to advocacy follows a "funnel" pattern, with significant differentiation at various stages [4] - During regular operations, the user asset structure is "T-shaped," while marketing periods show characteristics of "first touch equals first purchase" and "awaken equals repurchase" [4][6] Marketing Tactics - For awareness and appeal stages, strategies include event sponsorships, celebrity collaborations, and targeted advertising to attract user attention [5] - For action-oriented consumers, incentives like first purchase discounts and product trials are employed to lower barriers to entry [6] - For advocacy, leveraging JD's marketing tools and data platforms enhances customer retention and encourages repeat purchases through social engagement [6] Future Directions - JD aims to deepen its scenario-based consumption ecosystem and collaborate with more brands to create customized solutions [6] - The focus will be on enhancing brand recognition and user perception, driving digital transformation in the industry, and empowering partners for growth [6]