Jingdong cloud SMS Marketing

Recently, Wang, vice president of business of Jingdong Intelligent Service Products Department-Business Innovation Department, gave a keynote speech on "How to improve the conversion efficiency for the operation of high net worth people". In her speech, she revealed for the first time the operational transformation experience of jingdong cloud Yan Xi Intelligent Outbound Call for high-net-worth people after serving the 300+ head brand. Behind the high growth of private domain, its high cost and low conversion rate deserve more attention. Undoubtedly, the scale growth of private domain has increased its contribution to revenue, but at the same time, we should pay more attention to its construction cost and subsequent conversion rate. At the event site, Wang Effie shared a set of figures. With the increasing demand for talents in the private sector, 44.6% of employees in the private sector earned more than 6,543,800 yuan, and the cost input of the private sector increased by 40% compared with the initial one. At the same time of soaring cost, the same profit point and a large number of brand powder-adding behaviors lead to a sharp drop in the powder-adding rate, and even the powder-adding rate of some enterprises drops to 2%-3%. This means that there is no longer a positive correlation between the rising speed of brand private domain cost and the growth speed of its performance. Behind the beautiful sales data, high human input and low conversion rate are also happening. In order to do a good job in crowd screening and private domain refined operation, data, technology and operational capabilities are indispensable, with lower cost and higher efficiency. Pushing the right information and goods to the right people is what many companies have been trying to do. For example, in the early Internet e-commerce platforms (such as Amazon, JD.COM, etc.). ), users have to search for a product on the platform. But now, driven by technology, the platform will push the right products to the right users through algorithms, thus continuously improving the repurchase rate of users. Why is it so difficult to be a private domain? Because private domain needs to operate efficiently through digital means, it needs a lot of data, technology, algorithms and operational capabilities to push the right goods to the right people, which is a big technical trend. Now that rhinoceros is a private DTC, it is essentially a personalized product recommendation. We hope to join hands with the brand to realize what we want to communicate with users most at low cost and high efficiency. But it's not easy. Behind a smart outgoing call with smooth communication, it takes years of rich training to experience excellent speech recognition and intention understanding. Wang revealed that Yan Xi and JD.COM Group have been deeply decoupled. COM, and its positioning is an artificial intelligence application platform. In addition to serving the retail scene in JD.COM, it has also been deeply applied to the financial, educational and government affairs scenes inside and outside JD.COM. At present, there are more than 65,438+0 million intelligent service interactions with 580 million users every day, and 30 million high-quality question-and-answer knowledge points and knowledge maps covering more than 20 million products have been accumulated, so the AI model has been very strongly trained. More importantly, these data are not static, but constantly interact to generate new data, which has been in a "fresh state", which is a "treasure" for polished and easy-to-use AI models. It has several characteristics: first, large-scale commercialization; Second, it can identify the user's emotions and communicate with temperature; Third, it can help businesses to make integrated marketing and clothing solutions; Fourthly, the system has multiple deployment modes and can be delivered quickly. At present, jingdong cloud Yan Xi intelligent outbound has served five industries: finance, automobile, education, government and retail. We have extracted a very mature ability-AI outbound, empowering brands to do personalized communication in the private domain. Not only to be a private domain, but also to be a private domain for high net worth people. When many brands do private domain, although a large number of users are added, the order rate is very low, which will consume a lot of operation and management costs. Wang Jian suggested that the private sector should be the private sector of high net worth individuals. In this way, the powder increase rate will be higher, the loss rate will be lower after powder increase, and the repurchase rate will be higher after powder increase. So for the brand, how to effectively increase the powder with smart outbound? How to screen high net worth users? How to improve the final conversion rate? Wang Aifei suggested that people, scenes and points of interest must be effectively combined when adding powder. Taking the scene of a business travel platform as an example, the brand hopes that users can add powder immediately after buying the plane ticket. At this time, it is necessary to use the just-needed needs of a user to guide enterprises to add micro. Because during the epidemic, Yan Xi teamed up with the brand to publicize the benefits of local epidemic prevention policies. After adding the brand enterprise micro, the newly logged-in users can know whether the local nucleic acid requirement is 72 hours or 48 hours, the nucleic acid detection point and other information, and finally complete the powder adding effect as low as 0.6 yuan. In terms of user selection, Yan Xi Intelligent Outbound Call can help brands to judge high-intention users according to their independent labels, depth models and target groups. In terms of automatic operation, the intelligent outbound call in Yan Xi can realize the automatic outbound call of key nodes, especially the automatic trigger strategy and reverse link tracking for the target population, which helps brands to flexibly iterate marketing strategies and achieve cost reduction and efficiency improvement. At the end of the speech, Wang Aifei emphasized that intelligent outbound is not only a technology provider, but also helps the brand to continuously optimize the overall solution at the pre-sales, execution, resumption and other nodes, and join hands with the brand to make a truly high-value and high-return private domain. This article comes from financial information.