Jingdong Supermarket plays with new tricks of personal care, can "Washing and Care Xiaomei Box" become a hit?
Jingdong Supermarket is playing very big this time! On September 23, the first 2024 personal care industry development conference was held in Shanghai, and a "3 100" three-year doubling plan was also launched. It is said that it is to support 100 cutting-edge brands, create 100 industry-influential products every year, and help 100 POP merchants achieve the top jump.
The most eye-catching thing has to be the "Washing and Care Little Beauty Box" trial kit plan. 17 trial sets, the lowest is only 9.9 yuan, and the most expensive is 199 yuan. Isn't this tailor-made for young ladies who love to try new things? However, with such a cheap price, can the quality be guaranteed?
Jingdong Supermarket's ambition: to create a "Taobao" in the personal protection industry?
To be honest, Jingdong Supermarket really made a lot of money this time. is not only engaged in the "3 100" plan, but also teamed up with big names such as Head & Shoulders, Kérastase, and Aquako. It seems that they want to get a piece of the personal care market!
However, we have to think about it, the personal care market is not a good bone to gnaw on right now. Not to mention that supply exceeds demand, consumer demand is becoming more and more picky. Jingdong Supermarket is doing this, isn't it a bit self-sufficient?
Besides, the "washing and care box" sounds quite attractive. However, at a price of 9.9 yuan, how many good things can there be? Could it be some inventory that is about to expire? Although there are big names such as Unilever and Leng Sour Ling, who knows if it is a small sample?
But then again, Jingdong Supermarket's trick is really clever. Don't all the young ladies like to try it now? Give you 17 trial packs at one time, and you can also get exclusive coupons, isn't this cultivating loyal users in disguise!
Consumers' minds: Do cheap and good goods really exist?
In the final analysis, this wave of operations of Jingdong Supermarket is still aimed at consumers. It is said that they did research and found that what consumers care about most is cost-effective, good results, and being able to try new things. Isn't this the selling point of "Washing and Care Little Beauty Box"?
However, we consumers are not stupid. Cheap is not good, who doesn't understand this truth? 9.9 yuan set, how many real materials can be there? Besides, it's a lot of trouble to use a bunch of samples together, right?
However, then again, aren't all young people nowadays love to try new things? Use this today, change that tomorrow, it's not expensive anyway. If there is a product that works well, it's not too late to buy formal wear. Thinking about it this way, Jingdong Supermarket's trick is really attractive.
The brand's small abacus: no matter how small the mosquito is, it is also meat
For those brands involved in the "Washing and Care Little Beauty Box", this wave of operations can kill two birds with one stone. On the one hand, low-cost trials can attract more consumers; On the other hand, it can also use the platform of Jingdong Supermarket to enhance its popularity.
However, brands also have to weigh up. With such a cheap price, can you pay back the cost? Besides, if consumers feel bad about using the trial pack, isn't it worth the loss?
However, then again, the market competition is so fierce now, how can brands not have some blood? No matter how small a mosquito is, it is still meat, and it is one more piece that can be sold. Besides, what if consumers really like it? Isn't that earned?
The Future of the Personal Care Industry: Follow JD Supermarket?
Jingdong Supermarket's operation, to put it bluntly, wants to take a share of the personal care industry. However, the personal care industry is not so easy to mix. Now there are so many brands on the market, and the needs of consumers are strange, can Jingdong Supermarket have fun?
However, I have to say that Jingdong Supermarket's trick is indeed quite novel. The trial model of "washing and caring for Xiaomei Box" may really become a new trend in the industry. If it can really succeed, then shouldn't other e-commerce platforms follow suit?
However, we also have to think about it, can this model really last? What should I do if the freshness of consumers has passed? Can brands keep making money at a loss? I'm afraid Jingdong Supermarket hasn't figured it out yet.
My opinion: it will take time to see if the new move will succeed
To be honest, Jingdong Supermarket is really playing big this time. The "3 100" plan and the "Washing and Care Little Beauty Box" sound quite attractive. However, it is really difficult to say whether this model will last.
As a consumer, I think this low-cost trial is pretty good. It's not expensive anyway, so try it. If it's really useful, it's easy to buy formal wear in the future. However, in terms of quality, we still need to pay attention to it. After all, it's cheap, it's not good.
Overall, this wave of operations in Jingdong Supermarket is quite interesting. Whether it can succeed or not, let's wait and see. But one thing is for sure, the competition in the personal care industry will only get fiercer. Consumers' wallets are not so easy to dig!
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