Ziyi is the world's leading manufacturer of biscuits, chocolates, chewing gum, sweets and solid drinks. It owns Oreo, Fun Duo Duo, Hyun Mai, Taiping and other well-known snack brands. As a leader in the global snack industry, Ziyi has an outstanding influence on brands and products. As a leading online and offline supermarket in China, JD.COM Supermarket is deeply trusted by consumers. Relying on the huge user base, big data and operational advantages, JD.COM supermarkets are favored by more and more brands, and more and more brands and JD.COM supermarkets jointly launch customized products that meet users' pain points, which are deeply loved and sought after by consumers. JD.COM Supermarket is also one of Ziyi's most important partners in sales growth and marketing in China, and also the largest sales channel for pink Oreo products in China.
Since 2020, Ziyi has made a qualitative leap in product upgrading and marketing of supermarkets in JD.COM.
In terms of products, by the end of 2020 10, the sales of customized products of Ziyi brand in JD.COM supermarket will account for more than 30%, realizing C2M products with deep cooperation between Xuanmai and JD.COM supermarket, and meeting the individual needs of consumers. In terms of user operation, in 2020, Ziyi Store's fans increased by 100% year-on-year, brand members increased by 5 times year-on-year, and the sales contribution of fan members exceeded 30%. With the upgrading of JD.COM Digital Plaza, Beijing Zhuntong, member link, private domain operation, content platform, live broadcast platform and a series of crowd operation tools, Ziyi has opened a road to multi-terminal crowd linkage earthquake.
In this strategic cooperation, the two sides will further deepen digital operation cooperation, including in-depth cooperation in many aspects such as precise crowd operation and digital docking of new product customization, so as to enhance category penetration and optimize operational efficiency.
In terms of accurate crowd operation, JD.COM Supermarket will rely on high-quality user groups, number shops and other tools to analyze the brand's 4A user assets, user portraits of new and old customers, purchase preferences, and related categories and brands with the highest penetration rate, and work with brand * * * to formulate detailed delivery strategies for various target groups, promote cross-category and cross-brand joint activities, assist brands to establish new and repurchased operation plans and integrate resources, and maximize the accuracy of crowd operation.
As a representative enterprise of deep integration of digital economy and real economy, JD.COM, as a carnival consumer covering 900 million consumers, has driven the brand to obtain huge sales increment and promoted the better development of real economy. The signing of JD.COM Supermarket and Ziyi will continue to help improve the digital upgrading speed of food brand enterprises, and as the core incremental field of FMCG industry brands, we will join hands with partners for high-quality growth.