Sou Hu Cai Jing·2026-01-14 10:22Core Insights - The article discusses how leading brands like L'Oréal Paris and Midea have successfully doubled their user assets during the 2025 JD 11.11 shopping festival by utilizing the JD VALUE methodology, which addresses the challenges of rising traffic costs and fragmented marketing environments [1][23]. Group 1: JD VALUE Methodology - The JD VALUE methodology consists of three core modules: Vector (strategy and insights), Acquire & Lead (reach and stimulate), and Upsell (conversion), forming a comprehensive value growth system [1][9]. - The V module serves as a "steering wheel" for marketing, enabling brands to diagnose user assets and benchmark against industry standards, thus identifying growth directions [3][8]. - The methodology emphasizes a shift from traditional marketing approaches to a data-driven strategy, allowing brands to focus on user asset health rather than just immediate ROI [18][21]. Group 2: Implementation by Midea and L'Oréal - Midea identified two key issues using the VALUE methodology: a significant gap in the A1 awareness group and a lack of smooth conversion from A2 to A3 and A4 [3][6]. - Midea's strategy involved targeting key platforms like Xiaohongshu, Douyin, and Bilibili for user acquisition, moving away from blind marketing to more precise investments [6][9]. - L'Oréal's approach included a three-step strategy of "expand-attack-defend," focusing on untapped potential users, brand switchers, and reinforcing loyalty among existing customers [8][15]. Group 3: Performance Metrics - Midea's marketing efforts during the JD 11.11 event resulted in a 48% growth in 4A user assets, the highest in the industry, and a 55% increase in potential customer engagement [15][16]. - L'Oréal achieved industry-leading conversion rates across various user stages, demonstrating the effectiveness of the VALUE methodology in enhancing user engagement and loyalty [15][16]. - The evaluation metrics used in both brands' strategies included long-term user asset growth rates and customer lifetime value (CLV), moving beyond short-term sales figures [15][18]. Group 4: Ecosystem Integration - JD has established deep collaborations with major platforms like Tencent, Xiaohongshu, and Douyin, creating a seamless "outbound grass-planting to inbound conversion" marketing chain [13][19]. - The VALUE methodology promotes an integrated marketing approach, allowing brands to track user behavior across multiple platforms and optimize their strategies accordingly [20][21]. - This integration helps brands avoid fragmented marketing efforts and enhances the overall effectiveness of their campaigns, leading to better user retention and long-term growth [20][21].