What Is Behind The Strategic Cooperation Of Jingdong + Headlines Today?

It is understood that Online retailers Platform Jingdong mall and information distribution platform Today's headlines We launched strategic cooperation and jointly launched " Beijing strip plan "In the future, when users read an article introducing delicious foods in today's headlines, just click on the pictures in the article to complete the purchase. Then, Jingdong's courier brother can send fresh ingredients directly to the user's home on the same day.

Based on this plan, in the future, 550 million of today's headlines users will enjoy the e-commerce service provided by Jingdong directly in the reading scenario, while Jingdong will once again get the super traffic entry on the mobile Internet.

According to Xu Lei, senior vice president of Jingdong group and head of Jingdong mall marketing platform system, the "Beijing strip plan" mainly covers three aspects: first, Jingdong will set up a first class shopping entrance "Jingdong sale" on today's headlines; secondly, today's headlines will rely on personalized data recommendation capabilities to help businesses achieve precise advertising on the platform and platform; third, the two sides will jointly carry out e-commerce cooperation based on interest reading, and help more headlines to be realized through shopping guide and sub Commission mode.

Today, Zhang Lidong, a top partner and senior vice president, said that the Beijing strip plan is another expansion of the algorithm possibility. It is an imaginative cooperation between China's largest information distribution platform and China's largest proprietary e-commerce platform. More importantly, it also provides a win-win opportunity for creators, users and advertisers three parties on today's headlines.

The two sides are open to core competence.

In Xu Lei's view, the "Beijing strip plan" is a cooperation between the two enterprises in comprehensively opening up their core capabilities and integrating commercial values.

Data show that at present, more than 130 million live users live in the headlines today, and the average daily usage of each user is more than 76 minutes. The total number of content reading is 1 billion 970 million times a day, of which 1 billion 830 million of the headlines are read, accounting for over 90%. From this cooperation, we can see that the strong technical ability of today's headlines personalized recommendation is not only rich in the form of information such as words, pictures, videos, but also in the expansion of information subjects, such as commodity and commodity trading services, to help users get goods of interest easily.

Zhang Lidong pointed out that the "Beijing strip plan" for the first time in the Internet history brought together massive consumption and reading traffic. It dispels the original estrangement between reading scenes and consumption scenes. For the more media users who produce more content, they offer real access to content and the possibility of realisation through e-commerce.

Xu Lei believes that in the "Beijing strip plan", both sides have contributed to their core competitiveness: set up supply chain, warehouse distribution, marketing, financial integration of high-quality e-commerce capabilities and mass media, mass users, big data, personalized reasoning algorithm in one of the content distribution capabilities.

"The chemical reactions produced by these two abilities will form great commercial and user value." Xu Lei said that the Beijing strip plan will provide more precise and low-cost advertising channels for Jingdong's many brands on the platform to help them realize the marketing spanformation from the masses to the elite, from brand exposure to product effect integration, and complete the ecological closed-loop from consumer insight, demand precise orientation, stereoscopic resource integration, accurate effect measurement, big data guidance and high-quality e-commerce service. For today's headlines content creators, Jingdong's reputation in the field of electricity providers has provided a more stable and reliable endorsement for their influence realisation, which can help today's headlines constantly flourish.

User system through

An important part of the "Beijing strip plan" is to open up the Jingdong and today's headlines user system. In the future, when consumers buy Jingdong products today, there is no need to jump out of today's headline App, they can complete the whole process from order to payment. Behind a seemingly simple login, it is the integration of hundreds of millions of consumers' shopping data and reading data.

After the user system is opened, the two sides will integrate and open up big data resources of multi screen, multi platform and multi scene. Today, more than 600 product technical talents and nearly 6000 servers today will more accurately depict the user portrait, and recommend the information that users are interested in and want to know based on user behavior.

At the same time, it can help the brand side to conduct more efficient advertising and attribution analysis. After the strategic cooperation between Jingdong and today's headlines, the brand partners who have reached a cooperation with Jingdong can launch their original advertisements on today's headlines and create a closed loop of product link marketing based on their needs of joint marketing with Jingdong.

Liu Siqi, vice president of today's leading commercial products, said: "Beijing strip plan" relies on today's headlines big data technology, artificial intelligence algorithm and Jingdong's strong endorsement of the quality of goods and the depth of electricity supplier data to cooperate to open up resources. In order to achieve multi-dimensional precise targeting of the target population, and through crowd development to dig out more seeds users high similarity crowd, expand the target audience size, benefit users and businesses.

Liu Siqi believes that under the new normal situation of China's overall economic slowdown, the strategic focus of brand manufacturers or retail channels is no longer extensive scale, high coverage and big investment, but how to make intensive farming to achieve cost, efficiency and user experience upgrading. This will also lead to new changes in product positioning, marketing and sales channels.

Jingdong exports power to the outside world

In Xu Lei's view, the release of the Beijing strip plan marks the gradual opening up and formation of barriers after Jingdong's development over the past decade, and its core competitiveness based on supply chain, warehousing, logistics, data and finance is officially open to the outside world. In the future, exporting the "electricity supplier capability" to a broader partner will become the most important move for Jingdong to expand its "friends circle" and build eco enterprises.

According to Xu Lei, the Beijing strip plan was successfully promoted, thanks to the launch of Jingdong's capacity output project entitled "Jingdong Kepler" at the beginning of this year. The original intention of this project is to seamlessly link up the shopping and partner application scenarios by means of technology, such as supply chain management, logistics operation and big data of Jingdong. Consumers are not necessarily required to log in to Jingdong. They can enjoy the experience of shopping in Jingdong whenever and wherever they want to use various App on the mobile Internet to cater for the characteristics of the fragmentation of mobile Internet.

Xu Lei said: "the Beijing strip plan is not only an in-depth strategic cooperation between Jingdong and today's headlines, but also indicates that Jingdong will open up its own high-quality e-commerce capabilities and create more value for partners and consumers after creating the leading closed-loop user experience in the industry."