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京东平台运营案例精解

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《京东平台数据化运营》的原班作者历时 6 个月,精选一批京东开放平台的典型商家和经典案例,把他们的成功经验编写成册,推出了其姊妹篇《京东平台运营案例精解》。《京东平台运营案例精解》15个创意营销工具,42个经典商家案例,涵盖京东秒杀、京东三超、京准通、众筹、开普勒、京腾计划等营销内容,手把手教你如何综合运用平台营销工具,打造具有广泛影响力的电商品牌。

Content Description

“赢在京东”系列电商教程是京东官方认证用书,由一线业务精英和专家团队撰写的电商读物,将不断分享京东在发展过程中积累的优秀资源与先进经验,希望能够满足品牌商家、创业者、电子商务从业人员等发展之所需。
本书为继《京东平台数据化运营》之后又一部力作,精选42个商家经典案例,涵盖京东秒杀、京东三超、京准通、众筹、开普勒、京腾计划等营销内容,手把手教你如何综合运用平台营销工具,打造具有广泛影响力的电商品牌。

Author Description

商城研发POP平台

POP平台部专注于POP开放平台的系统建设,致力于为京东第三方商家提供丰富的合作模式、优秀的电商系统和工具,打造健康开放的智慧生态。团队有店铺运营、市场营销、数据产品经理等方面的资深专家。他们熟悉京东开放平台营销工具,有丰富的电商运营经验,致力于运用全平台营销的方法和理念指导店铺运营,提高运营效率,提升店铺业绩和服务水平。

Catalogue

第 1 章 1
京东无线端营销
1.1 京东APP——助力平台运营 / 2
1.1.1 京东秒杀 / 2
案例 1 三只松鼠的一款单品秒杀超百万件 / 4
案例 2 如何做好品牌秒杀——罗莱家纺 / 7
案例 3 格力的“品牌张力”与“活动引爆”完美结合 / 14
案例 4 闪迪准确把握存储发展需求,突出京东平台的客户优势 / 17
1.1.2 京东三超 / 19
案例 5 联想品牌盛典创造销售奇迹 / 20
案例 6 品效合一,可口可乐盛典持续打造行业标杆 / 23
案例 7 飞亚达集团腕表超级品类日 / 25
案例 8 全球美妆超级品类盛宴 / 29
案例 9 中秋食品超级品类日案例 / 35
案例 10 家具超级品类日日均销售额同比增长 7.5 倍 / 37
案例 11“11.11”超级单品日销售额破 8 亿元 / 42
1.2 京东微信端——移动社交购物引导者 / 47
1.2.1 京东微店公众号 / 47
案例 12 名鞋库运动旗舰店公众号运营分享 / 57
1.2.2 京东微信购物圈 / 60
案例 13 玩转京东微信购物圈 / 62
1.3 京东 M 站——万能的承接者 / 65
1.3.1 简介 / 65
1.3.2 M 站的特点及优势 / 65
第 2 章 69
京东站内精准营销
2.1 京东快车——搜索营销时代 / 70
案例 14 A 家家具“8.16 家具品类日”快车投放策略 / 70案例 15 外交官“双 11”京东快车投放, ROI 再创新高 / 73
案例 16 布先生京东快车投放技巧 / 77
案例 17 马驰宝官方旗舰店车品节快车投放 / 81
2.2 品牌聚效——定向广告投放 / 83
案例 18 京东流量利器——品牌聚效 / 84
案例 19 劲霸男装品牌聚效转化率突破 20% 的修炼秘籍 / 86
案例 20 佐卡伊七夕品牌聚效业绩同比上年增长 456% / 90
2.3 京东直投——站外引流神器 / 94
案例 21 ThinkPad 2016 年上半年通过直投渠道获得销售额 1243 万元 / 96
案例 22 美素佳儿单条直投广告 ROI 高达 59.26 / 100
案例 23 毅雅官方旗舰店直投广告 15 天下单 ROI 高达 10.37 / 103
案例 24 特步俊林专卖店直投广告 ROI 高达 17.41 / 106
案例 25 维达直投广告单次曝光 2 分钱获得了 ROI 6.56 的高转化 / 109
2.4 京东众筹——创业融资平台 / 113
案例 26 小牛电动 8100 万元刷新中国众筹纪录 / 114
案例 27 一款众筹 1700 万元的智能耳机 / 120
案例 28 一场猫王收音机的视觉盛宴,因为从不趋同,所以从来不同 / 124
第 3 章 133
京东站外合作营销
3.1 京东开普勒——京东无线开放生态战略 / 134
案例 29 导购场景解决方案——什么值得买 / 136
案例 30 买断场景解决方案——中国电信 / 140
3.2 京条计划——高效电商解决方案 / 142
案例 31 联想 Lenovo 笔记本——细耕人群让 ROI“突破天际” / 145
案例 32 小熊电器京条计划推广案例——流程精度优化,放大有效曝光 / 146
案例 33“一箭三雕”依波表精准全网引流 / 149
3.3 京腾计划——引领移动社交电商 / 152
案例 34 SK-II、帮宝适与京腾计划强强联合 / 153
案例35 戴森与京腾计划完美合体 / 155案例 36 努比亚与京腾计划精彩碰撞 / 158
案例37 威露士与京腾计划一拍即合 / 160
第 4 章 165
京东数据工具赋能运营
4.1 商智——店铺诊断 / 166
4.2 商智——搜索分析 / 168
案例 38 小狗电器的搜索分析思路 / 169
4.3 商智——爆款孵化 / 171
4.4 商智——客户营销 / 173
案例 39 小狗电器如何借助营销工具 / 174
4.5 商智——购物车营销 / 175
案例40 奥康“双 11”的购物车营销策略 / 178
第 5 章 185
市场定位分析
5.1 寻找蓝海市场 / 186
案例 41 分析男装市场寻找蓝海市场 / 187
5.2 行业竞争分析 / 193
5.3 商品定价分析 / 196
案例 42 电商定价策略 / 196
附录 A 201

Book Abstract

京条计划——高效电商解决方案
2016年9月,京东商城与今日头条宣布达成全面战略合作,共同推出“京条计划”,未来5.5亿的今日头条用户将在阅读场景中直接享受京东提供的高品质电商服务,而京东则再次获得了移动互联网上的流量入口(图3-2-1)。
京条计划主要涵盖三个方面:首先,今日头条APP为京东开设一级购物入口“京东特卖”;其次,今日头条将依托于大数据的个性化推荐能力帮助京东和京东平台上的商家实现精准的广告投放;第三,双方共同开展基于兴趣阅读的电商合作,通过导购、分佣等模式,帮助更多的头条号变现(图3-2-2)。
案例31联想Lenovo笔记本——细耕人群让ROI“突破天际”
2016年11月,联想Lenovo启动了Air13Pro超薄笔记本的推广,打出满千元减百元、京东白条12月免息的促销活动。为了使活动获得更大的营销效果,联想决定在移动端发力,同时把营销重点聚焦在京条计划中。希望尝试“电商+内容”新模式。结果证明联想此举为明智之选,在“双11”期间,ROI的峰值一度高达177。那么联想是如何做到如此高的ROI的?
1.明确活动主题,素材持续优化
这是在每个营销活动之前,都必须思考的问题,除了独特的品牌主张,广告主应该更多地考虑产品的特色以及促销的利益点,围绕这些内容进行活动的策划。比如联想此次主推的产品Air13Pro超薄笔记本,特点就是轻薄,所以在素材的制作上,都做了突出。与此同时,满千元减百元、12月免息的促销信息,也是吸引消费者的核心信息点。因此在整体素材上,联想做到了产品卖点和促销信息兼顾,通过持续地优化素材,把最核心的信息直观地展现给受众。如图3-2-5和图3-2-6所示。
2.受众人群的精耕细选
京东坐拥近2亿年度活跃用户,其购买习惯、广告偏好、浏览轨迹等电商大数据丰富及时,且易于对接和使用。今日头条则以超过1.3亿的月活用户和76分钟的单用户日均使用时长积累了用户人口属性、生活环境、个人兴趣等内容大数据。
通过京条计划,联想精准锁定了年轻大学生用户、关注产品动态用户、曾购买竞品用户等八大目标人群,在维护核心用户的同时刺激意向用户并拉动新用户。如图3-2-7所示为联想此次精准定向的目标人群。
……

Introduction

缘起
上一本书《京东平台数据化运营》从推出至今,我们收到了广大读者的好评,书中从流量、转化率、客单价、复购率、行业分析五个维度展开,详细讲解数据化运营的方法和步骤,指导商家做好店铺运营。同时,我们也收到了众多读者关于运营实操方面的咨询,希望能提供更多的实操案例。因此,《京东平台数据化运营》的原班作者历时6个月,精选了一批京东开放平台的典型商家和经典案例,把他们的成功经验编写成册,推出了《京东平台数据化运营》的姊妹篇——《京东平台运营案例精解》。
匠心
本书内容全面、实战性强。从无线到PC、从站内到站外、从店铺诊断到市场分析,全方位、多维度地介绍每个案例。组织一场成功的营销活动,犹如指挥一场战役,战役开始前的精心部署、战役打响后的临场指挥、战役结束后的整体复盘,每个阶段都体现了指挥官对平台和系统的深刻理解和熟练应用。实操干货,正是本书的精华所在,读完之后让你有种茅塞顿开、跃跃欲试的感觉。
致谢
本书从选题到定稿得到了公司内部兄弟部门的大力支持,以及众多商家的全心投入。在此,感谢每位在工作之余加班进行编写工作的编委会成员,感谢每位提供精彩案例的商家朋友,感谢所有参与本书创作的人员,正是因为大家的智慧和汗水,才确保了本书的质量。
——京东商城研发POP平台部

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Brand Origin China

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