Kepler Opens Service Providers To Help Brands Connect Traffic Scenarios

Yesterday, the 2019 Jingdong Kepler partnership conference was held in Beijing. At the meeting, Jingdong Kepler announced that partners such as joint service providers would help brands connect various traffic scenarios and enhance the ability of private sector e-commerce providers.

　　 Providing brand small program technology services, the cumulative introduction of UV grew by 281%

In 2019, the retail industry changed fiercely. On the one hand, the low line market rose rapidly, and the fragmentation retail scenes such as net red economy, short video and community shopping were developed. On the other hand, users kept concentrating on the super APP, and all giants launched the closed loop small program ecology.

In the context of fragmentation and closed loop of retail scenes, Kepler, relying on Jingdong's capabilities, can provide customers with support needed for transformation in closed loop scenarios.

From the line up in April 2018 to the marketing center and service platform at the beginning of this year, Kepler helped brands participate in the autonomous operation of WeChat community by providing solutions such as super code for brands. On this basis, brands can use their organizational capabilities to integrate online and offline, and create WeChat marketing capabilities that suit their own characteristics.

WeChat payment Senior Product Manager Cai Guanrong believes that small program basic capability iteration is the key to improving user retention. WeChat's ability to recommend smart cards, new products for card packages, push cards for post service staff, sweep face payment, and one object and one code are all in reserve. The first time in the future will be open to Kepler applet.

Take the internationally renowned brand 3M as an example, Jingdong Kepler set up a small program for 3M, and implemented live interaction and commodity trading with consumers through small program live broadcast, and also integrated a large number of channels for drainage. During the "3M Innovation Day" campaign, its small program increased the order by 150 times, and the order conversion rate increased from 0.3% to 4.8%.

At present, Jingdong Kepler has already provided the brand small program technology service for 20 thousand Jingdong merchants. During the 618 year of this year, Jingdong introduced UV through the Kepler open platform applet, which increased by 281% compared to the same period last year. The total number of people participating in the small program red envelope, sweepstakes and bean gathering activities exceeded 22 million.

　　 Help brands introduce traffic, aim at precipitation and transform pain points.

"In the next three years, Jingdong Kepler will promote the transformation of commodity layer, service layer and traffic layer in the field of e-commerce, and dig deep procedures to serve as potential connectors for online and offline service scenarios." Lu Yinhong said.

At the conference, Jingdong Kepler announced that it would open up service providers fully and provide small program services to the brand through Jingdong's basic capabilities + service providers' diversification and personalized service capabilities.

It is understood that Kepler has on-line more than 400 stations outside the platform, there are up to nearly 20 diversified scenarios, including financial banks, shopping guide platforms, operators, content information, video live, basic tools.

Before 618 this year, Kepler Jingdong good things street small program in WeChat, Baidu, jitter three super APP within one line. Take the WeChat applet street WeChat small program as an example, it achieves the traffic detonation and single volume promotion by sharing the help of Beijing bean + channel exclusive price + Super code community operation tool, and the total PV (traffic volume) on line 3 days is over 20 million.

In addition, during the 618 period, Kepler linked 15 head brand merchants to carry out a "falcon plan", through the Beijing quasi pass advertising, combined with the small program sweepstakes sweepstakes, split red packets share fission play, to help the brand effectively introduce traffic.

Kepler and the service provider tiger Zun jointly launched the "super code". The brand can set up the "super code" entry in the small program, attracting users to click and enter the WeChat community to carry out continuous operation, thus solving the two major pain points of the introduction of small program traffic and the precipitation of traffic.

Lin Chen, vice president of Jingdong group and head of Jingdong's unbounded retail retail business department, said: "Kepler is Jingdong's open plan based on the judgment of future retail form. Jingdong will work together to build an unbounded retail ecosystem.