36氪·2025-12-09 13:35Core Insights - The article discusses the evolving landscape of consumer behavior, highlighting a shift from "finding products" to "selecting products," with 76.64% of users needing tools to reduce decision-making costs [1] - The rise of various ranking lists, including the JD Gold List, is seen as a response to consumer fatigue and the need for trustworthy product recommendations [2][3] Group 1: Consumer Behavior and Challenges - Consumers face a new type of fatigue where they struggle to determine what is worth buying, despite the abundance of product information [1] - The report indicates that 76.56% of users prioritize finding trustworthy and high-quality products, reflecting a demand for reliable decision-making tools [1] - The proliferation of rankings has led to a decline in trust, with many lists being influenced by advertising rather than genuine consumer behavior [7][10] Group 2: JD Gold List Overview - The JD Gold List was created to provide an objective ranking based solely on real data, free from commercial influence, and has gained consumer trust over six years [3][8] - In 2025, approximately 1 billion users are expected to make purchases influenced by the JD Gold List, with products on the list seeing a 12-fold increase in sales growth compared to regular products [15][17] - The JD Gold List has established a reputation for high standards, with no artificial selection or paid placements, relying on user purchase data and product performance [11][12] Group 3: Impact on Brands - Brands that appear on the JD Gold List, such as Midea and Nongfu Spring, benefit from increased visibility and consumer trust, leading to higher sales and positive reviews [21][24] - The list serves as a validation tool for brands, helping them to establish credibility and connect with consumers effectively [23][26] - The introduction of co-branded products with the JD Gold List has proven successful, with products seeing significant sales increases and high customer satisfaction rates [27] Group 4: Future Directions - JD plans to enhance the Gold List's capabilities by integrating AI technology, allowing for personalized rankings and improved user interaction [35] - The company aims to expand the influence of the Gold List, providing more opportunities for quality products to be recognized and seen by consumers [35] - The ongoing commitment to transparency and quality is expected to set a benchmark for the industry, encouraging brands to improve their product quality and service experiences [35]