Recently, the 2023 Jingdong Gift Partner Conference with the theme of "Li Innovation and win-win growth" was held in Beijing. Experts, enterprises and relevant practitioners from inside and outside the industry launched in-depth exchanges and discussions on how to better meet the personalized gift customization needs of enterprises under the diversified scenarios such as employee welfare and marketing in the digital era. Specific solutions and replicable practice paths are given to help enterprises achieve cost reduction and efficiency improvement and create new growth points with digital intelligent gift customization services.
The relevant person in charge of Jingdong gift business said, "Jingdong gives play to the advantages of digital intelligent supply chain and platform resource capabilities, and works hand in hand with many suppliers, brand owners, service providers, and industrial belt partners in the industrial chain to jointly weave a panoramic ecological network covering both ends of supply and demand gift customization services." Jingdong Gift business also starts from the supply chain, focusing on the creation of digital customization system, product suite services, a flexible customization, AI intelligent design, IP joint authorization and other core service capabilities, and constantly improve the cost, efficiency and experience of gift customization for enterprise customers."
Digital procurement has become an important starting point for enterprise growth. The size of the gift customization market continues to grow rapidly
According to the "Enterprise Digital Procurement Status and Trend Insight" released by Yibang Think Tank, the national enterprise procurement scale exceeds 173 trillion yuan in 2022. Among them, the total amount of e-commerce procurement was about 14.32 trillion, and the penetration rate of digital procurement rose from 7.24% to 8.26%. As an important part of enterprise "open source and throttle", procurement is not only the best entrance to digital transformation, but also the core starting point for enterprises to seek new growth, and the value of optimizing enterprise resource allocation and achieving cost reduction and efficiency is becoming more prominent.
Zhao Tingchao, co-director of Ebang Think Tank, said that the current enterprise procurement has entered the stage of digital supply chain innovation exploration, from internal collaboration to digital supply chain ecological collaboration. The comprehensive procurement solution provider represented by Jingdong Enterprise business connects the resources, inventory and other data of partners such as suppliers and service providers with enterprises through digital procurement and the number intelligence of the full link of the supply chain. Through intelligent decision-making system, it matches the performing merchants and service methods with the best cost, efficiency and experience. To better meet the needs of enterprise procurement compliance, to achieve supply chain ecological sharing and win-win.
Taking digital procurement as the starting point, Jingdong Enterprise business provides enterprise customers with a one-stop digital procurement service solution of "goods + services" covering employee service, office daily use, marketing, production assistance, asset management and other scenarios, helping enterprises to more accurately source matching, purchase more cost-effective goods, and shorten procurement time and reduce procurement personnel. And then achieve cost reduction and efficiency. In the specific service process, Jingdong enterprise business also continuously penetrates the service boundary from basic procurement to core businesses such as supply chain management and enterprise production and operation, implants digital intelligence services into the core business process of the enterprise, and reconstructs the value chain of key businesses such as people, goods and farms. At present, Jingdong has served more than 8 million enterprise customers, and the cooperation coverage of the world's top 500 companies has reached 91%.
In the actual business scenarios such as employee welfare, marketing, point exchange, and member incentives, gift customization has become an important business means for enterprises to transmit brand concept and culture, enhance employee happiness and cohesion, increase user stickiness, and promote the growth of private traffic. "China Enterprise gift Customization Industry White Paper" shows that in recent years, the gift customization market continues to maintain rapid growth, 2023 China's enterprise gift market customization penetration rate is expected to reach 21.0%, the market size is expected to reach 220.5 billion yuan. From the perspective of procurement categories, the penetration rate of digital procurement of marketing goods, gifts, and welfare products increased by 21.16%, and the growth rate was the fastest in the purchase of non-production materials.
Through Jingdong Jinli, Jingdong Zhenli and other digital management platforms and solutions, Jingdong enterprise business integrates Jingdong's technology, commodity, marketing, logistics and many other service capabilities and online and offline resources. By providing one-stop gift service solutions such as welfare management, gift customization, warehouse arrangement fulfillment, etc., Jingdong enterprise business improves the cost, efficiency and experience of enterprise gift customization. It can also solve problems such as the active growth of private domain users such as member malls.
According to reports, with more than 70 million cardholders and more than 300,000 corporate customers, Jingdong E card, its use and play will also ushered in a major upgrade in 2024, and the purchase categories will expand from traditional physical goods to many fields such as employee health, movie watching, reading training, and recuperation tourism, which can better meet the personalized gift needs of enterprises and employees. Become an important option for enterprise gift procurement.
Build a digital intelligent gift customization service ecosystem to meet the hot demand for IP gift customization
According to the "Chinese enterprise gift customization Industry White Paper" shows that enterprise gift customization involves many fields such as IP, design, packaging and printing, and there are also features in the industry that cover a large number of enterprises, a wide range of industries, comprehensive services, and large regional differences. "What we need to do is to link more resources to Jingdong's service network and jointly provide better gift customization services for corporate customers." Jingdong gift business relevant person in charge said.
Starting from the procurement supply chain, Jingdong Gifts has built a gift intelligent service platform linking both ends of supply and demand, and has joined hands with partners such as brands, gift merchants, customized service providers, and industrial belts to build a panoramic ecology of intelligent gift customization services. In response to a series of pain points for enterprises in gift customization, Jingdong Gifts has focused on creating four core service capabilities: digital customization service, set service, gift box packaging service and IP alliance service.
With the application and promotion of new technologies such as artificial intelligence technology and large model in the gift customization industry, the digital customization service capability of Jingdong Gift has been further strengthened. Jingdong Gifts has opened up the links of gift design, printing, production, and distribution with the ability of digital intelligence, greatly improving the collaborative efficiency of the supply chain. Enterprises can realize one-stop online operations such as creative design, packaging and printing, and performance delivery, effectively solving the problems of high threshold for enterprise gift customization, weak supply chain integration ability, and long delivery cycle.
In order to meet the more diversified gift customization needs of enterprises, Jingdong Gifts also provides customers with personalized product group services across warehouses, brands and categories. Relying on Jingdong's eight self-owned warehouses all over the country, corporate customers can not only freely group Jingdong's massive commodity resources, but also achieve a customized flexible customization. In addition, Jingdong Yuncang can also link the supply chain resources of various industrial belts in the country and a variety of customized processes, providing enterprises with more diversified goods and services.
In the entire gift customization service process, packaging and printing is an essential link. Jingdong Gifts continuously optimizes the cost and efficiency of packaging and printing by strengthening the training and application of AI large models in packaging design and other scenarios. Through the realization of online AI design, and the integration of packaging and printing production bases and other resources, the AI design is directly linked to the factory for production, which can effectively solve the problem of insufficient enterprise design ability and high communication cost. According to reports, from AI design to production and delivery, Jingdong Gifts is expected to shorten the cycle of the entire packaging and printing link to about 15 days.
IP gift customization has become a new hot spot in the enterprise gift customization industry. Beijing Insight business survey data show that 36.9% of the companies customized or issued IP joint gifts, 63.9% of the businesses believe that the joint name with well-known IP to enhance the goodwill of gifts has a great or great help. With the help of Jingdong Gift's IP alliance service, it can effectively reduce the cost of IP authorization, and provide customers with high-quality IP authorization and solutions through new IP cooperation models such as sales sharing system, sales and purchase, and shortening service cycle.
For example, relying on big data technology, Jingdong has a keen insight into the development trend of national movie and TV drama IP, focusing on the Mid-Autumn Festival when Chinese people are hoping for a "happy reunion", and Yili's high-end ice cream brand NOC must work together with the "Legend of Zhen Huan" IP, and carefully create the "Full Moon and Zhen Huan" Mid-Autumn Festival ice cream mooncake gift box, which was sold out within two weeks. Through the two-way efforts of channels and brands, we can create a new model of brand, channel and innovation integration with unique highlights.
The relevant person in charge of Jingdong gift business said, "The cooperation and support of various types of partners in the upstream and downstream of the industrial chain has achieved the rapid and steady development of Jingdong, so that Jingdong can better provide better service experience to corporate customers." At the conference site, Jingdong presented awards to many outstanding partners. In the future, Jingdong will work with more partners to further integrate internal and external resources, constantly improve the ecology and capacity building of Jingdong gift service platform, provide customers with convenient and efficient one-stop digital intelligent gift customization comprehensive services, and help more enterprises achieve rapid, sustainable and high-quality development.
