Shanghai Securities News China Securities Network News (Reporter Wen Ting) JD.com launched its "Three Hundred Plan" on March 4th, aiming to create 100 exclusive or "one step ahead" new products with sales exceeding 100 million yuan within the next year, 100 IP co branded and trendy new products with sales exceeding 10 million yuan, and help 10000 stores achieve 100% year-on-year growth in new product sales.
For a long time, new products have been the focus of JD's investment in resources, and JD's Little Magic Cube is an important lever for JD's strategy of vigorously developing new products. Since its establishment in 2019, JD Little Magic Cube has provided assistance to new products from various aspects such as traffic support, content marketing, and platform tool usage, gradually growing into a gathering place for brand new product launches and a preferred place for users to purchase new products.
The 2024 New Product Consumption Trend Report (hereinafter referred to as the "Report") jointly released by JD Xiaomo Cube, JD C2M Intelligent Manufacturing Platform, and Nielsen IQ China shows that 90% of consumers are accustomed to purchasing new products, of which 25% are willing to pay a premium for new products, and 89% choose to purchase new products online. The report also points out that when consumers make new product purchase decisions, they not only consider the practical value of the product, such as cost-effectiveness and functionality, but also pay attention to the user experience and spiritual enjoyment that the product brings.
According to the latest data released by JD.com, in 2023, JD Xiaomo Cube teamed up with brands to create new products with a quantity of billions, and the growth rate of new product transactions far exceeded the growth rate of the overall market. More than 200 million users have purchased new products on JD.com, and the new users brought by the new products have increased by over 30% year-on-year. Among them, the number of super new products in cooperation with Little Rubik's Cube exceeded 20000 on a daily basis, with an average exposure of over 400 million on the market. Currently, 80% of the new products have entered the third level category within 30 days of their first launch.