Hi,
moomoo ID:NaN
Log Out
English
Back
Log in to access Online Inquiry

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}}

近日,京东健康首届“品牌经营力大赛”完美收官,健康品牌Swisse斯维诗获评“品牌经营力先锋奖”。本次大赛上,Swisse斯维诗为大健康品牌带来了“教科书式”用户增长范本,2022年,相较第一季度,Swisse斯维诗第二季度下单新客占比环比提升38%,从“关注”到“下单”转化的用户数环比提升37%,为用户精细化运营提供了新思路。

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.

一直以来,京东健康以数智化、精细化、创意化的营销解决方案,帮助品牌全方位提升核心竞争力。其中,在用户运营维度,京东健康沉淀了一套能够覆盖用户全生命周期的用户增长策略,根据用户获取、活跃、留存、价值提升、分享裂变等各个阶段,聚焦“打造认知、强化吸引、采取行动、获得拥护”的“4A用户生命周期进阶层”,开展用户运营的精准模式,助力品牌的效能提升。

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.

(京东健康用户全生命周期管理解决方案)

(JD Health user Lifecycle Management solution)

针对如何有效拉新与渗透用户、如何激活用户活跃度增强用户粘性等问题,2022年Swisse斯维诗联合京东健康制定了具有针对性的用户运营策略。通过促进新客转化、提升新客购买、增加会员活跃度等多项举措,帮助Swisse斯维诗实现销售、用户双增长。

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.

具体说来,在促进新客转化方面,Swisse斯维诗将用户流转全流程细分为引流、浏览、加购、下单、付款等阶段。针对不同阶段的用户特点,京东健康协助Swisse斯维诗匹配差异化的用户沟通策略,通过定向触达与定期追踪,不断促进优质用户的有效留存与转化。例如,依托“京准通”实时竞价工具吸引店铺潜在用户与品类意向用户;通过公私域营销结合,对用户进行站内站外的精准触达。

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.

在新客购买提升方面,Swisse斯维诗以数据为基础,围绕用户消费力、行为等级切割分层,根据用户浏览、收藏、加购、查询关键词、点击广告等行为,不断挖掘新客人群,同时面向不同消费力与活跃度的用户圈层,以个性化的活动海报及营销内容实现精准触达,做到了在会员首购、老客互动、用户入会等多元场景下“想用户所想”“给用户所需”。

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斯维诗个性化广告展示)

(Swisse Swisher personalized advertising display)

此外,在会员活跃提升方面,Swisse斯维诗在把握用户需求的基础上,以定制化权益升级解决方案做深做实会员“专属阵地”。针对非会员、未购会员、一年内已购会员、一年前已购会员等不同类别的用户,通过BI店铺弹窗等渠道,分层承接个性化信息触达动作。与此同时,配合优惠券、积分、专享价、实物赠品等多种会员专属权益,进一步激励会员的消费行为,提升会员活跃度。

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.

京东健康数据显示,相比一季度,Swisse斯维诗二季度内,从“关注”到“下单”环节的流转用户数环比提升了37%;依托用户分层触达、提高推广效益、站内外联动引流种草等办法,促进下单新客占比环比提升38%;而通过会员首购专享优惠吸引下单等尝试,也帮助品牌会员成交额占比环比提升43%,实现多维度数据增长。

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.

“开展精细化的用户运营管理,有助于健康品牌拓宽经营能力场,构筑可持续发展的品牌资源和优势,夯实核心竞争能力,”Swisse斯维诗品牌方表示,“未来Swisse斯维诗将继续携手京东健康,在数智化营销服务能力和技术的支持下,通过一站式品牌精细化运营解决方案,实现声量、流量、用户转化、销售增长多点开花。”

"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. "

This page is machine-translated. Moomoo tries to improve but do not guarantee the accuracy and reliability of the translation, and will not be liable for any loss or damage caused by any inaccuracy or omission of the translation.

This presentation is for informational and educational use only and is not a recommendation or endorsement of any particular investment or investment strategy. Investment information provided in this content is general in nature, strictly for illustrative purposes, and may not be appropriate for all investors. It is provided without respect to individual investors’ financial sophistication, financial situation, investment objectives, investing time horizon, or risk tolerance. You should consider the appropriateness of this information having regard to your relevant personal circumstances before making any investment decisions. Past investment performance does not indicate or guarantee future success. Returns will vary, and all investments carry risks, including loss of principal. Moomoo makes no representation or warranty as to its adequacy, completeness, accuracy or timeliness for any particular purpose of the above content.

Moomoo is a financial information and trading app offered by Moomoo Technologies Inc.
In the U.S., investment products and services available through the moomoo app are offered by Moomoo Financial Inc., a broker-dealer registered with the U.S. Securities and Exchange Commission (SEC) and a member of Financial Industry Regulatory Authority (FINRA)/Securities Investor Protection Corporation (SIPC).
In Singapore, investment products and services available through the moomoo app are offered through Moomoo Financial Singapore Pte. Ltd. regulated by the Monetary Authority of Singapore (MAS). Moomoo Financial Singapore Pte. Ltd. is a Capital Markets Services Licence (License No. CMS101000) holder with the Exempt Financial Adviser Status. This advertisement has not been reviewed by the Monetary Authority of Singapore.
In Australia, financial products and services available through the moomoo app are provided by Futu Securities (Australia) Ltd, an Australian Financial Services Licensee (AFSL No. 224663) regulated by the Australian Securities and Investment Commission (ASIC). Please read and understand our Financial Services Guide, Terms and Conditions, Privacy Policy and other disclosure documents which are available on our websites https://www.futuau.com and https://www.moomoo.com/au. Moomoo Technologies Inc., Moomoo Financial Inc., Moomoo Financial Singapore Pte. Ltd. and Futu Securities (Australia) Ltd are affiliated companies.