Recently, the first “Brand Management Competition” of JD Health came to a perfect end, and the health brand Swisse was awarded the “Brand Management Pioneer Award”. In this competition, Swisse brought a “textbook-style” user growth model to the Big Health brand. In 2022, compared to the first quarter, Swisse Swisse's share of new customers who placed orders in the second quarter increased 38% month-on-month, and the number of users who converted from “attention” to “place orders” increased 37% month-on-month, providing new ideas for refined user operations.
JD Health has always used intelligent, refined, and creative marketing solutions to help brands enhance their core competitiveness in all aspects. Among them, in terms of user operation, JD Health has established a set of user growth strategies that can cover the entire life cycle of users. According to various stages such as user acquisition, activity, retention, value enhancement, and sharing fission, etc., it focuses on the “4A User Life Cycle Advanced Level” of “building awareness, strengthening attraction, action, and gaining support” to develop an accurate model of user operation to help improve brand efficiency.
(JD Health User Full Life Cycle Management Solution)
In response to issues such as how to effectively attract new users and infiltrate users, and how to activate user activity to increase user stickiness, Swisse and JD Health formulated a targeted user operation strategy in 2022. Through various measures such as promoting new customer conversion, increasing new customer purchases, and increasing member activity, we have helped Swisse achieve both sales and user growth.
Specifically, in terms of promoting new customer conversion, Swisse subdivides the entire user flow process into stages such as drainage, browsing, purchase, order placement, and payment. Aiming at different stages of user characteristics, JD Health assists Swisse to match differentiated user communication strategies, and continuously promotes the effective retention and conversion of high-quality users through targeted reach and regular tracking. For example, relying on the “Jingzhuntong” real-time bidding tool to attract potential store users and intended users by category; through a combination of public and private domain marketing, users are accurately reached within and outside the site.
In terms of improving new customer purchases, Swisse is based on data, cutting and stratification around user spending power and behavioral levels. It continuously explores new customer groups based on user browsing, collection, purchase, query keywords, and clicks on advertisements. At the same time, it targets user circles with different spending power and activity levels to achieve accurate reach with personalized event posters and marketing content, and has achieved “what users think” and “give users what they need” in various scenarios such as members' first purchases, old customer interactions, and user enrollment.
(Swisse personalized advertising display)
Furthermore, in terms of member activity and promotion, Swisse has developed an “exclusive position” for members with customized rights upgrade solutions on the basis of grasping user needs. For different categories of users, such as non-members, unpurchased members, members who purchased within a year, and members who purchased a year ago, they are able to carry out personalized information access actions in a hierarchical manner through channels such as BI store pop-ups. At the same time, it cooperates with various members-only benefits such as coupons, points, exclusive prices, and physical giveaways to further motivate members' spending behavior and enhance members' activity.
According to JD Health data, compared to the first quarter, in the second quarter, the number of users flowing from “follow” to “place an order” increased by 37% month-on-month; relying on methods such as hierarchical user access, improved promotion efficiency, and internal and external linkage and drainage to cultivate grass, etc., it promoted a 38% increase in the share of new customers who placed orders; and experiments such as attracting orders through members' first purchase exclusive offers also helped increase the share of brand members' turnover by 43% month-on-month, achieving multi-dimensional data growth.
“Carrying out refined user operation management helps health brands expand their operating capabilities, build sustainable brand resources and advantages, and consolidate core competitiveness,” Swisse said. “In the future, Swisse will continue to work with JD Health to achieve more volume, traffic, user conversion, and sales growth through one-stop brand refined operation solutions, with the support of digitally intelligent marketing service capabilities and technology.”