Red Star Capital Bureau reported on July 16th that JD.com announced today that it will launch a promotion every month to buy products worth thousands or tens of thousands of yuan for 18 yuan, as a new action to normalize low prices, called "Super 18".
The first "Super 18" promotion will be launched at 8:00 p.m. on July 17, with a one-time price of only 18 yuan. We will rush to buy package products with daily prices of tens of thousands of yuan, as well as brand products of thousands of yuan such as Moutai, Dyson acarid vacuum cleaner and Bulgari perfume. This activity starts in July and is scheduled for 28 hours from 8pm on the 17th to the 18th of each month thereafter.
JD announces Super 18 event. Source: JD Sina Weibo
An insider from JD.com told Red Star Capital that this is a continuous project for JD Retail to integrate all resources of the entire site. We hope to provide users with a surprise shopping experience every month by offering a variety of low-priced products and spending only 18 yuan to get a large amount of wool.
It is worth noting that this "JD Super 18" promotion is different from previous promotions. It will not release all the popular products priced at 18 yuan at once, but will be released in batches at irregular times and locations. Users need to browse the activity page frequently during the promotion period to have a chance to grab buyers.
This is an experiment to normalize JD's low price strategy and a new strategy to shorten the interval between promotional activities.
In 2004, when JD.com was just transitioning into e-commerce, it also played a similar strategy. Founder and Chairman of JD.com, Liu Qiangdong, once personally led a team to launch a store anniversary promotion with a significant price reduction, named "Moon Black Wind High". At that time, the event was only held in the middle of the night on a certain day in June, selling various 3C digital products at super low prices.
At that time, JD.com, which had just undergone transformation, had many heavy users who liked to post and inquire about shopping at night. Nowadays, JD.com needs to encourage consumers to buy more things while harvesting their wool.
Red Star Capital Bureau also noticed that there were multiple complaints about product quality and after-sales service in the comments announcing the "Super 18" on JD's official Weibo account. How to balance 18 yuan with quality and service is also a new problem that JD.com needs to solve.
