On November 10, when the 2020 JD 11.11 Global Love Season is in full swing, JD Supermarket and Mondelēz signed a strategic cooperation memorandum. The two parties will achieve digital upgrades in user operations, new product customization, etc., through powerful By joining forces and complementing each other's advantages, we jointly create a new retail landscape for China's snack industry.
Mondelēz is the world's leading manufacturer of biscuits, chocolates, chewing gum and candies, and solid beverages. It owns well-known snack brands such as Oreo, Quduoduo, Xianmai, Taipei, etc. that are well known and loved by consumers. . As a leader in the global snack industry, Mondelēz has outstanding influence in terms of brands and products. As China's leading online and offline supermarket, JD Supermarket is deeply trusted by consumers. Relying on its huge user base and its advantages in big data and operations, JD Supermarket has been favored by more and more brands. More and more brands have joined forces with JD Supermarket to launch customized products that meet users' pain points, which are deeply loved and loved by consumers. sought after. JD Supermarket is also one of Mondelez’s most important partners in sales growth and marketing implementation in China, and is also the largest sales channel for Mondelez’s pink Oreo products in China.
Since 2020, Mondelēz has made a qualitative leap in upgrading its products and marketing in JD Supermarket.
In terms of products, as of October 2020, the sales proportion of Mondelez brand JD Supermarket customized products has reached more than 30%, and has realized the C2M products of Xuanmai's in-depth cooperation with JD Supermarket to meet the needs of meet the individual needs of consumers. In terms of user operations, Mondelēz store fans increased by 100% year-on-year in 2020, brand members increased five times year-on-year, and fan members contributed more than 30% to sales. , live broadcast platform, etc. and a series of upgrades in delivery and crowd management tools, Mondelēz has opened up a multi-terminal crowd linkage and shocking reach method.
In this strategic cooperation, the two parties will further deepen digital operation cooperation, including continuing to carry out in-depth cooperation in precise crowd management, digital docking of new product customization, etc., to jointly improve category penetration and optimize operational efficiency. .
In terms of precise crowd operation, JD Supermarket will rely on high-quality user groups and tools such as Shufang to analyze the brand’s 4A user assets, user portraits and purchasing preferences of new and old customers, and the most penetrated related categories and brands etc., and work with brands to formulate refined delivery strategies for each target group, promote cross-category and cross-brand joint activities, and assist brands in the construction and implementation of new acquisition and repurchase operation plans and resource integration. Maximize the accuracy and efficiency of crowd operations.
As a representative enterprise that deeply integrates the digital economy and the real economy, JD.com uses its carnival consumption home covering 900 million consumers to drive brands to gain huge sales increases and promote better development of the real economy. The signing between JD Supermarket and Mondelēz will continue to help increase the speed of digital upgrading of food brand companies. As the brand's core incremental field in the FMCG industry, it will work with partners to achieve high-quality growth.