36氪·2025-06-11 13:31Core Viewpoint - The article emphasizes the importance of balancing low prices with high quality in the 3C digital product market, highlighting how JD.com leverages strategic purchasing and C2M (Customer-to-Manufacturer) models to achieve this goal [4][12][18]. Group 1: Sales Performance and Consumer Behavior - During the JD.com 618 sales event, the sales of Lenovo's gaming laptops exceeded 10,000 units within the first hour, driven by consumer demand for high-performance products [1]. - Consumers typically browse 10-15 products on JD.com before making a final decision on their desired gaming laptop configuration [3]. - JD.com's electronic product sales saw a year-on-year increase of over 380% during the first hour of the 618 event, with brands like Apple and Xiaomi quickly surpassing 100 million in sales [6]. Group 2: Pricing Strategy - JD.com believes that true low prices must be sustainable and create value for all consumers, rather than being merely superficial discounts [4][12]. - The company employs strategic bulk purchasing to negotiate better prices and pass savings onto consumers [10]. - C2M reverse customization allows JD.com to tailor products to specific consumer needs while maintaining competitive pricing [11][13]. Group 3: Product Development and Marketing - Nearly 50% of the sales for Lenovo's new gaming laptops were from JD.com's C2M customized products, indicating a strong alignment with consumer demand [13]. - JD.com has implemented a comprehensive marketing strategy that includes early user engagement, precise marketing actions, and post-launch feedback analysis to ensure product success [29][32]. - The company has committed to investing the largest resources in its history to promote new products, increasing collaboration with brands by 40% [24]. Group 4: Quality Assurance and Industry Standards - JD.com has initiated a "true brightness not falsely marked" industry initiative to combat misleading advertising in the projector market, investing 25 million over three years to promote standardization [49][51]. - The introduction of a brightness certification system aims to ensure that all self-operated projector products meet professional testing standards, enhancing consumer trust [51]. - JD.com focuses on long-term benefits and ecological construction rather than short-term gains, positioning itself as a leader in the industry [51].