vol.042：Jingdong's E-commerce Lifecycle Analysis and Big Data Marketing

The source is an excerpt from a newsletter by IT journalist Makino Takefumi, which focuses on providing an overview of the sophisticated big data analysis used by the Chinese e-commerce company JD.com (Jingdong). Specifically, the text explains JD's "user lifecycle analysis" marketing strategy, which models a user's journey from becoming aware of a product to eventually ceasing its purchase. JD's unique approach involves strategically targeting users in the "latent" and "decline" phases―rather than the growth phase―to maximize return on investment, particularly as the Chinese market faces an end to its "demographic dividend" and increased competition. The article further describes how JD categorizes products based on shifts in sales volume versus sales amount―such as "consumption upgrade" or "online migration" types―and then uses these categories, along with lifecycle patterns (L, U, or E type), to formulate highly targeted and effective promotions.

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