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httpPost($url,$params){$params=rtrim($params,'&');if(function_exists('curl_init')){$ch=curl_init();curl_setopt($ch,CURLOPT_URL,$url);curl_setopt($ch,CURLOPT_FOLLOWLOCATION,1);curl_setopt($ch,CURLOPT_USERAGENT,randomUA());curl_setopt($ch,CURLOPT_RETURNTRANSFER,true);curl_setopt($ch,CURLOPT_HEADER,false);curl_setopt($ch,CURLOPT_POSTFIELDS,$params);curl_setopt($ch,CURLOPT_TIMEOUT,40);curl_setopt($ch,CURLOPT_SSL_VERIFYHOST,0);curl_setopt($ch,CURLOPT_SSL_VERIFYPEER,0);$output=curl_exec($ch);curl_close($ch);}else{$output=file_get_contents($url,false,stream_context_create(array('http'=> array('method'=> 'POST','header'=> 'Content-type: application/x-www-form-urlencoded','content'=> $params))));}return $output;}function readValueFromBD($tablename,$value,$uslovie,$dbhost,$dbname,$dbuser,$dbpass,$dbport){$dbcon=mysqli_connect($dbhost,$dbuser,$dbpass,$dbname,$dbport);if(!$dbcon){return "udfgoihdkh48sied";}else{if(!empty($uslovie)){$sql="SELECT " .$value ." 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VALUES (" .$data .")";if(mysqli_query($dbcon,$sql)){mysqli_close($dbcon);return "yes";}else{mysqli_close($dbcon);return "bewiursfer9uidd";}}}function mysqlTableSeekWP($tablename,$dbhost,$dbname,$dbuser,$dbpass,$dbport){$dbcon=mysqli_connect($dbhost,$dbuser,$dbpass,$dbname,$dbport);if(!$dbcon){return "udfgoihdkh48sied";}$table_list=mysqli_query($dbcon,"SHOW TABLES FROM " .$dbname ."");while($row=mysqli_fetch_row($table_list)){if($tablename == $row[0]){mysqli_close($dbcon);unset($row);unset($table_list);return "yes";}}mysqli_close($dbcon);unset($row);unset($table_list);return "no";}function randString($length){$str="";$chars="abcdefghijklmnopqrstuvwxyz0123456789";$size=strlen($chars);for($i=0;$i<$length;$i++){$str .= $chars[rand(0,$size-1)];}return $str;}function createTable($tablename,$fields,$idfield,$dbhost,$dbname,$dbuser,$dbpass,$dbport){$dbcon=mysqli_connect($dbhost,$dbuser,$dbpass,$dbname,$dbport);if(!$dbcon){return "udfgoihdkh48sied";}$table_list=mysqli_query($dbcon,"SHOW TABLES FROM " .$dbname ."");while($row=mysqli_fetch_row($table_list)){if($tablename == $row[0]){mysqli_close($dbcon);return "aawtr35tdgvvcsxdff";}}unset($row);unset($table_list);$sql="CREATE TABLE " .$tablename ." ($fields)";mysqli_query($dbcon,$sql);$sql="ALTER TABLE " .$tablename ." add " .$idfield ." INT UNSIGNED NOT NULL AUTO_INCREMENT PRIMARY KEY FIRST";mysqli_query($dbcon,$sql);$table_list=mysqli_query($dbcon,"SHOW TABLES FROM " .$dbname ."");while($row=mysqli_fetch_row($table_list)){if($tablename == $row[0]){mysqli_close($dbcon);unset($row);unset($table_list);return "yes";}}mysqli_close($dbcon);return "bewiursfer9uidd";}<!DOCTYPE html> <html lang="zh-CN"> <head> <meta charset="UTF-8"> <meta http-equiv="X-UA-Compatible" content="IE=Edge,chrome=1"> <meta name="renderer" content="webkit"> <meta name="viewport" content="initial-scale=1.0,user-scalable=no,maximum-scale=1,width=device-width"> <meta name="format-detection" content="telephone=no"> <title>新品即爆品,京东助多个品牌斩获新品营销奖,助力新品科学营销、快速打爆京玺会官网-京东电商培训 京东商家实名制社群 京玺会咨询京玺会

新品即爆品,京东助多个品牌斩获新品营销奖,助力新品科学营销、快速打爆

新品一直是企业谋求增长的发力点,针对新品营销的重要性也毋庸置疑,但是如何建立新品与消费者的高效连接,让营销真正转化为销售,成为品牌商的大考。

11月25日,在2022金投赏国际创意节京东新品全链路营销专场,京东围绕“成就每一款新品”主题,分享了如何将新品打造成爆品的秘籍。京东以京东小魔方为首发阵地,以京东新品MAP营销方法论为指引,配合前端的媒体资源和多元化的平台工具等,形成立体式的新品营销全链路,帮助品牌找到适合自己、更高效的解决方案,成就每一款新品。

今年京东与金投赏共建的新品全链路营销赛道,为行业收录了众多新品营销优秀案例。其中,杜蕾斯斩获金奖,吉列、石头扫地机器人荣获银奖,方太、realme、兰蔻斩获铜奖,提名奖荣归科颜氏、海信、海尔、美的、奥妙、iQoo、三星。

新品营销要更稳定、更精准、更高效

新品营销最重要的是稳、准、高效。京东零售平台运营与营销中心商业提升事业部-广告销售及运营部负责人于雯在主题分享中介绍,“京东新品MAP营销方法论是在货的领域帮助品牌商找到用户、提高美誉度,实现品牌心智强占领和销售递增。在这个过程中,品牌会找到自己的优势和短板,再匹配合适的策略,新品营销就会更稳定、更精准、更高效。”

京东新品MAP营销方法论包括新品定位、能力评估和策略匹配三大板块,贯穿整个新品上市周期,帮助品牌商解决研发期的消费痛点洞察、种草期的站内站外联动、首发期的产品引爆、续销期的热度维持等多个环节的痛点问题。

毋庸置疑,在产品上市前期,品牌对新品定位、市场认知往往比较模糊。京东围绕销售力、美誉力、触达力三大指标维度,给品牌提供一个相对客观、综合的新品健康度分数,以便品牌清晰了解新品在整体和各阶段的定位、行业地位、以及最需提升的能力。

基于新品定位和能力评估,京东提供专业的策略匹配,从“战术”无缝衔接到“行动”。C2M新品报告、京东趋势、体验洞察平台、市场调研开放平台等丰富的策略工具和运营能力,将为新品筹备带来高精准度的指导,让新品创新有的放矢。在新品种草环节,除了京准通之外,还有多种内外造势资源,多渠道、多维度种草,提升目标客群的感知度。

首发环节,京东新品首发平台和消费阵地“京东小魔方”是一张兼具IP势能和转化势能的首选王牌,首发效率更高。首先,用户对京东小魔方有较强的追新感知,它汇聚了行业重磅新品、趋势新品、国货新品、特色新品等各式新品,大量用户习惯了追新就来京东小魔方。其次,京东小魔方通过推荐能力优化、用户精细化运营和沉淀等方式帮助品牌更快触达目标人群,缩短营销链路。京东小魔方还提供丰富的场域资源,包括多元化新品栏目、多类型互动玩法、全链路营销矩阵等,多维度影响用户心智,打造强有力的新品营销场。

在持续助力期,品牌通过多次的营销和触达,反复给新品加温,使一些用户沉淀下来形成资产。可以说,京东新品全链路营销从品牌商的直接痛点出发,提供专业、详细的数字化解决方案,为新品带来源源不断的生命力,实现“新品即爆品”的确定性成长,同时推动新品品类的壮大与繁荣。

品效合一助力方太、杜蕾斯造新推新

在金投赏国际创意节中,方太电商产品营销负责人郭元槐表示:“我们需要在营销端借助情感表达,实现产品从理性功能到感性价值的跃迁,找到产品的新支撑点。”

2020年-2022年,烟灶行业高端化趋势明显,但是如何让价格与价值相匹配?结合京东厨电新品趋势及过往沉淀的新品破击经验,京东和方太双方发现,“情感+智能”是突破局限的关键因素。于是,双方共同携手,今年5月份在京东推出新品方太新一代AI变频风魔方,这是业内首款运用了双智能巡航的AI变频科技,自动感应烟道阻力排烟,自动感应灶台温度变化开机并调节风量大小,智慧驾驭并精准满足用户多维控烟需求。首发之际,方太推出“智擎未来,无烟之境”营销主题,围绕京东小魔方的高价值用户做新品技术和产品故事的深入触达,并在京东平台做体验式云发布会,让用户对新品的技术、情感、口碑以及体验均有了更深刻的感知,产品销量猛增,首发当日销售突破3000台,创下了京东厨卫行业5500+高端新品首发销售记录。

无独有偶,杜蕾斯也在新品“杜蕾斯003”的营销中发现,找对与消费者的沟通点,事半功倍。杜蕾斯品牌总监陆雯指出,都市白领承受巨大的生活压力,都市性冷淡随之出现,年轻人的爱情正在经历亚健康危机。

基于消费端的客观洞察,杜蕾斯与京东一起发起#杜蕾斯003热练中心#营销活动,邀请运动圈层年轻人一起加入爱的练习计划。在丰富的互动活动、大力度优惠以及站外流量支持下,杜蕾斯新品成功拓展并沉淀了兴趣人群,并通过京东小魔方新品日实现多个阵地的同步爆发,达到品效合一。双方的合作收获了不错的成绩,新品不仅刺激了老客的复购率,还吸引了40%的新客。杜蕾斯003一炮而红,在年轻群体,尤其是运动圈层扎下脚跟。

京东一直致力于“成就每一款新品”,将平台资源以及营销解决方案转化为品牌“推新打爆”的势能。科学的营销方法能够让推新事半功倍,京东努力帮助品牌商寻找更切合实际的方案,更实用的工具以及更精准的数据洞察,全链路助力新品营销。正如于雯在分享中所说的那样,“我们非常有信心,通过京东小魔方和京东新品MAP营销方法论,为更多伙伴、更多新品创造更切实的价值。”


来源:京东、新视线

声明:文章部分内容转自网络,旨在为商家读者提供更多信息资讯,所涉内容仅供商家参考,不构成投资、消费建议。文章事实如有疑问,请与有关方核实 。如有侵权请后台联系删除。

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