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京东健康“品牌经营力大赛”收官 Swisse斯维诗打造“教科书式”用户增长范本
JD Health's "Brand Management Competition" ends. Swisse Swisher creates a "textbook" model for user growth.

China Investors ·  {{timeTz}}


Recently, JD Health's first "Brand Management Competition" ended perfectly, and the health brand Swisse Swishi won the "Brand Management Vanguard Award". In this competition, Swisse Swisher brought a "textbook" model of user growth for big health brands. In 2022, compared with the first quarter, the proportion of new customers who issued orders increased by 38% in the second quarter compared with the first quarter, and the number of users transformed from "following" to "placing orders" increased by 37%, providing a new idea for users to refine their operations.


For a long time, JD Health has helped brands enhance their core competitiveness in an all-round way with mathematically intelligent, refined and creative marketing solutions. Among them, in the dimension of user operation, JD Health precipitated a set of user growth strategy that can cover the whole life cycle of users, according to the stages of user acquisition, activity, retention, value enhancement, sharing and fission, focusing on the "4A user lifecycle into the hierarchy" of "building cognition, strengthening attraction, taking action, and gaining support", to carry out accurate model of user operation, and to improve the efficiency of the brand.


(JD Health user Lifecycle Management solution)


In order to solve the problems of how to effectively obtain and infiltrate users, and how to activate user activity to enhance user stickiness, Swisse Swishi and JD Health formulated a targeted user operation strategy in 2022. By promoting the transformation of new customers, enhancing the purchase of new customers, increasing the activity of members and other measures to help Swisse Siwei achieve both sales and user growth.


Specifically, in promoting the transformation of new customers, Swisse Swishi subdivides the whole process of user transfer into stages such as diversion, browsing, additional purchase, placing orders, payment and so on. According to the characteristics of users in different stages, JD Health assists Swisse Siwei to match differentiated user communication strategies, and constantly promotes the effective retention and transformation of high-quality users through targeted access and regular tracking. For example, relying on the "Jingzhuntong" real-time bidding tool to attract potential store users and category intended users; through the combination of public and private marketing, accurate access to users inside and outside the station.


In terms of the promotion of new customers' purchase, Swisse Sweets is based on data, cutting layers around users' spending power and behavior levels, constantly tapping new customers according to users' behaviors such as browsing, collecting, adding purchases, querying keywords, clicking on advertisements, and so on. At the same time, facing the user circles with different spending power and activity, it achieves accurate access with personalized activity posters and marketing content. In the member first purchase, regular customer interaction, user membership and other multiple scenarios to "think what the user thinks" and "give the user what they need".


(Swisse Swisher personalized advertising display)


In addition, in terms of the active promotion of members, Swisse Swisher, on the basis of grasping the needs of users, uses customized rights and interests upgrade solutions to do a deep job in the "exclusive position" of members. For non-members, unpurchased members, purchased members within one year, purchased members a year ago and other different types of users, through BI store pop-up windows and other channels, layered to undertake personalized information touch action. At the same time, with a variety of members' exclusive rights and interests, such as coupons, points, exclusive prices, in-kind gifts, and so on, to further encourage members' consumption behavior and enhance members' activity.


JD Health's data show that in the second quarter of Swisse, compared with the first quarter, the number of circulation users from "following" to "placing an order" increased by 37% month-on-month; relying on user hierarchical access, improving promotion efficiency, internal and external linkage drainage recommendation and other methods, the proportion of new customers issuing orders increased by 38%. Attempts such as attracting orders through members' first-purchase exclusive offers also help brand members increase their turnover by 43% compared with the previous month, and achieve multi-dimensional data growth.


"carrying out meticulous user operation and management will help healthy brands broaden their business energy field, build sustainable brand resources and advantages, and consolidate core competitiveness," Swisse Swisher said. "in the future, Swisse Swishi will continue to work with JD Health through one-stop brand fine operation solutions with the support of digital intelligent marketing service capabilities and technology. Achieve sound volume, traffic, user transformation, sales growth point blossom. "

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