JDDJ, the on-demand retail platform of Dada Group, has partnered with Yili, the largest dairy company in China, and Yihai Kerry, a prominent grain and oil producer, to launch the first Brands’ Coupling Day (CP Day) between September 3 and 6. During the promotion campaign, more than 670,000 viewers joined JDDJ’s live streaming platform, setting a new record for a single livestreaming event with JDDJ. On September 5, sales of Yili were 10 times that of the same day last year, while sales for Yihai Kerry were 6.3 times last year's.

(File photo: agencies)

Compared with other marketing methods, the Brands’ CP Day has its unique strengths in the O2O industry. First, the CP Day’s joint marketing campaign improves the penetration of users and orders between brands, achieving accurate user guidance and sharing, as well as reaching more potential consumers. Second, the products complement each other based on the special consumption scenarios, satisfying consumers' demand for one-stop shopping and home delivery. JDDJ resonates with CP brands and gathers the platform’s marketing and advertising resources, maximizing the influence of the campaign.

Focusing on O2O channels, JDDJ has built a comprehensive marketing ecosystem for brands, which is driven by sales, marketing, branding, products and user management. In terms of marketing innovation, JDDJ has successfully created many exclusive branding campaigns, such as “Livestreaming E-Commerce service with one-hour delivery”, "Super Brand Day", "Super Fans Day", and "CP Day", and has become the preferred platform for many brands to develop O2O marketing.

“Yihai Kerry aims to reach potential customers through more precise and efficient marketing methods,” said Hongmei Zhao, Vice President of Yihai Kerry Marketing. “Both JDDJ and Yili have high-quality user bases. The joint marketing campaign has expanded the marketing scenarios of products, improved the effectiveness of branding, and created more potentials for marketing. Such topical and interactive marketing methods can also allow brands to reach more young people", he added.