Sou Hu Cai Jing·2025-12-26 11:01Core Insights - The article highlights the significant mismatch between product strength and online performance for many brands on JD.com, primarily due to a lack of understanding of the platform's unique rules and dynamics [1] Misconceptions about JD.com - Misconception 1: JD.com is just "another Taobao." The user demographics differ significantly, with a higher proportion of enterprise buyers and high-net-worth individuals. JD PLUS members spend over eight times more than non-members, prioritizing efficiency and service over low prices [1] - Misconception 2: Sales volume equals success. Many companies focus solely on GMV, leading to short-term gains at the expense of brand value and high-value customers. True success should be measured by user lifetime value (LTV) and brand search share [2] - Misconception 3: Operations are merely "driving and reporting activities." This oversimplification leads to budget waste. Effective JD operations require a systematic approach involving multiple operational arenas [2] - Misconception 4: Outsourcing operations means "just outsourcing customer service." This dangerous misunderstanding overlooks the need for professional insights in market analysis and strategy planning [2] Value Model of Professional JD Operations - Level 1: Diagnostic Layer - Identifying the real issues [4] - Level 2: Strategy Layer - Developing actionable roadmaps based on diagnostic results [5] - Level 3: Execution Layer - Implementing refined operational strategies, including keyword optimization and content marketing [5][6] - Level 4: Iteration Layer - Continuous data-driven optimization through a bi-weekly feedback mechanism [6] Identifying Professional Operation Partners - Characteristic 1: Diagnosis over promises. Professional agencies invest time in understanding the business before making commitments [7] - Characteristic 2: Transparent collaboration. All data and strategies are fully transparent to clients [8] - Characteristic 3: Results-oriented compensation. A fee structure that aligns the agency's interests with client growth [8] - Characteristic 4: Industry specialization. Professional agencies often focus on specific sectors to leverage deep expertise [8] - Characteristic 5: Comprehensive team configuration. A complete team includes various specialists, ensuring a well-rounded approach [8] Competitive and User Analysis - Competitive Dimension: Analyzing competitors' user feedback, service patterns, and promotional strategies [9] - User Dimension: Building dynamic user profiles through data analysis and interviews, leading to strategic shifts [9] - Platform Dimension: Studying JD's evolving rules and trends, particularly in content and personalized recommendations [9]