JD CENTRAL is another e-commerce platform under the umbrella of jd.com and Central Group. They have all put in their strategies to fight in the era of booming e-commerce as more people have to stay at home. In addition, Thai people have adapted to use online platforms to live their lives and order products. dining and home decoration This made many online service providers grow rapidly.
According to a survey over the past 3 years*, although the ecommerce market in Thailand is growing at an average of 20% per year, the market remains small compared to the entire retail market. This is a great opportunity for players in the e-commerce market to drive the market to grow with this market penetration. By attracting shoppers who still mainly shop at the storefront, or what we call offline groups (shop only) and hybrid shoppers. (Some online shopping, but not often. and shop only on the brand’s official website) to buy more products through online platforms
In order to change the behavior of shoppers. It is the duty of the platform to study the behavior of shoppers, both offline, hybrid and online. According to a survey of over 1,000 Thai consumers**, shoppers are worried. ‘Trust Matters’
The top 3 concerns for shoppers when shopping online are:
- Product does not match the cover 79%
- 56% damaged goods
- Delivery delay 38%
In addition, the survey*** reveals the main factors influencing the purchasing decisions of offline and hybrid shoppers.
- See the popularity of the store or go to the store to see the products.
- Find out more about our products and services.
- The main buying factor from the number of followers or reviews from real users on social media
Mr. Korlab Suwatcharangkoon, Chief Marketing Officer of JD CENTRAL, said, “Since JD was launched in Thailand in 2018, we have continuously helped to generate circulating capital for the Thai economy. Grow your business by Quality of products and services is guaranteed primarily through 4 JOYs: JOY Retail, JOY Marketing, JOY Solution and JOY Fulfillment, which together form the unique ecosystem of JD CENTRAL, covering all dimensions. and create a very stable success for us
In the first quarter of 2021, JD CENTRAL had an app download and install growth of 94%, sales growth of 80%, purchase per transaction, up to 40%, reflecting our position as the market leader in ‘quality’ that helped us grow. efficiently and stably.”
If we look at the competitive situation of retail and e-commerce businesses in this era, we can see that there are 3 aspects of competition:
- Competitiveness in product availability
- creating entertainment
- Relatively fierce price competition
But no one talks about building confidence for consumers. This is the reason for changing the strategy of JD CENTRAL to reach a wider range of consumers. Especially the group of shoppers who are still attached to shopping at the store. This includes those who buy online only on the brand’s official website or store.
“This strategy change considered for the first time Since its launch in Thailand, JD CENTRAL will focus on creating an online shopping experience that covers all consumer needs. More than focusing on the issue of the product alone. It is the source of the ‘real Joysure’ strategy.”
“Reinforces that JD CENTRAL is the “real” in shopping. that is ready to build confidence for shoppers in all dimensions on JD CENTRAL, which has products covering all groups as well as emphasizing the certainty in every aspect both about reliability genuine good quality including products that are only sold on JD CENTRAL and can Convenient shopping anytime, anywhere with attractive price products, both local brand and international brand from both inside and outside the country Joy Sure with good service fast shipping effective and after sales service All in order to be No. 1 in the most trusted e-commerce business by consumers.”
JD CENTRAL has 3 main brand identity adjustments as follows:
- Adjust Brand’s tagline to “Real Joy Sure”
- Adjust the logo of JD CENTRAL to look more contemporary.
- Promote “JOY” as a brand ambassador of JD CENTRAL in order to create brand recognition and create a clearer brand recall. to attract shoppers across the country
In addition, JD CENTRAL is also moving forward with marketing plans under the strategy of “Real Joy Sure” with comprehensive marketing activities. whether Launching a new commercial movie that conveys certainty and joy in various aspects that JD CENTRAL provides to shoppers covering all needs. All in one app Ready to send the hottest promotion of the year “SUPER JOY MID-YEAR GRAND SALE”, discount up to 90%, satisfied with the mid-year shopping festival calendar throughout the 6 months
with a promotion for both product categories and special deals separated by product categories Let shoppers choose to shop with joy throughout this month. along with giving away discount coupons worth more than 2,000 baht to new customers Give away a 50 baht discount coupon when you buy 100 baht and there is also a free delivery service! Just buy a product of 99 baht only!
including entertainment activities for online shoppers that draws famous celebrities and artists such as Gulf Kanawut, Kao Noppakao, Up Phumiphat, Aon Sriphan and famous celebrities who will come together to create colors in “Joysure LiVE TOURNAMENT” with The most fun event, JOY, can be called in addition to shopping all month long. Also enjoy the entertainment activities that JD CENTRAL has specially given.
JD CENTRAL’s strategy change today is just the beginning in providing consumers with (n)joy in online shopping. And it is an important step for JD CENTRAL to grow steadily and strongly. Ready to win the hearts of Thai shoppers all over the country
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