京东广告科学白皮书

Investment Rating - The report does not explicitly provide an investment rating for the industry. Core Insights - The report emphasizes the need for brands to adapt their marketing strategies in response to significant changes in the macro market environment and consumer behavior, highlighting the importance of a scientific marketing approach to achieve stable growth [2][7][10]. - The "JD Advertising Science System" is presented as a comprehensive framework that integrates various marketing strategies and tools to help brands navigate the complexities of the current market [4][6][26]. - The report outlines the ACME brand marketing methodology, which focuses on four key capabilities: user mindset, user stickiness, brand resonance, and marketing efficiency, to support brands in achieving both short-term and long-term growth [21][22][25]. Summary by Sections 1. Current Situation: Macro Environment and Consumer Psychology Changes - The macroeconomic environment is shifting from high-speed growth to high-quality growth, leading brands to transition from traffic management to user management [11]. - Consumer purchasing behavior has become more cautious and rational, with 86% of consumers changing their fast-moving consumer goods purchasing methods, indicating a need for brands to adapt quickly [12][13]. 2. Seeking Growth: Strategies for Brands in Times of Change - Building brand trust is crucial, as it reduces perceived risks and promotes purchasing decisions, with the importance of trust increasing by 16% in 2023 [13]. - Core customers are identified as the foundation of brand operations, with super users having consumption capabilities 5-10 times that of ordinary users [14]. - Strong brands exhibit resilience and can recover from crises faster than weaker brands, making brand building a priority for businesses [16][17]. 3. The ACME Brand Marketing Methodology - The ACME methodology integrates four key elements: user mindset, user stickiness, brand resonance, and marketing efficiency, to help brands balance long-term and short-term operations [21][22]. - The methodology includes a comprehensive indicator system to evaluate marketing capabilities and identify areas for improvement [23][24]. 4. The "SUPREMEE" Advertising User Asset Growth Strategy Model - The "SUPREMEE" model focuses on user asset growth by visualizing the impact of advertising on brand user mindset and purchase conversion [28]. - It categorizes users into different layers based on their interaction with advertisements, allowing brands to tailor their marketing strategies accordingly [29]. 5. The "Burst" Product Lifecycle Growth Strategy Model - The "Burst" model addresses the entire lifecycle of new products, from preparation to launch and ongoing operations, to optimize product performance [46]. - It emphasizes the importance of consumer insights and market analysis in the product development process [47]. 6. The "Any Door" Full-Field Linkage Efficiency Strategy Model - The "Any Door" strategy aims to integrate various marketing channels and data sources to enhance user identification and conversion efficiency [57]. - It addresses challenges such as fragmented data and complex advertising operations by providing a unified marketing approach [58]. 7. Methodology and Strategy Application - The report outlines a three-step approach for brands to apply the ACME methodology and associated strategies effectively [63]. - It emphasizes the importance of tailored strategies based on the brand's growth stage and specific challenges faced [66].