Core Insights - The article discusses JD.com's new marketing strategy for fashion products, focusing on material value, aesthetic expression, and technological innovation to meet the evolving demands of consumers [3][5][6]. Group 1: Marketing Strategy - JD.com launched a new marketing campaign for fashion products that emphasizes material quality and consumer comfort, moving away from mere design aesthetics [3][5]. - The campaign resulted in a significant sales increase, with some brands experiencing sales growth of up to 32 times [5]. - The marketing approach is described as a "full-link marketing" strategy, which aims to enhance consumer decision-making and brand engagement [5][9]. Group 2: Challenges in Fashion Marketing - The fashion industry is characterized by high SKU diversity, rapid trend changes, and the difficulty of quantifying non-structured information like fabric and design [7][8]. - New product launches in fashion face short windows of opportunity, making it crucial for platforms to have effective mechanisms to support brands [8][9]. Group 3: New Product Growth Plan - JD.com has initiated a "New Product Growth Plan" aiming to help 60,000 new products achieve over 1 million in sales, with significant investments in traffic and funding [8][9]. - The plan is part of a broader strategy to create a systematic approach to new product launches, particularly in the challenging fashion category [9][23]. Group 4: Collaborative Approach - The collaboration between JD.com and participating brands is framed as a "professional new product co-creation," focusing on material-based content and operational rhythm [9][24]. - The campaign utilizes advanced technologies like AIGC (Artificial Intelligence Generated Content) to enhance product visibility and consumer engagement [26][27]. Group 5: Consumer-Centric Marketing - The marketing strategy shifts from brand-centric to material-centric, allowing consumers to understand the value of products more clearly [24][25]. - The use of keywords related to materials has led to increased visibility and sales for participating brands, demonstrating a successful alignment with consumer interests [25][26]. Group 6: AI and Technology Integration - JD.com has integrated AI technologies to enhance product storytelling and consumer engagement, significantly improving conversion rates [26][27]. - The use of AR and 3D technologies allows consumers to experience products in a more interactive manner, bridging the gap between online and offline shopping experiences [26][27]. Group 7: Ecosystem Development - The article highlights the development of a comprehensive "new product ecosystem" within JD.com, where various marketing strategies are tailored to different categories [28]. - This ecosystem aims to provide brands with a reliable framework for launching new products, reducing the uncertainty traditionally associated with new product introductions [28].