Introduction
In order to actualize the transfer of creativity into commercial design, Jingdong (JD) 3C design team supports the JD Retail 3C Home Appliance business group through user experience, marketing, interaction, branding, research, and front-end code design. The group creates designs for the JD 6.18, JD 11.11, and JD appliance marketing categories, including campus, communication, computer, home appliance, and accessory. Overall, this creative design team is focused on the commercial viability and value of the designs.
Work Thought Model
Design Thinking: The goal of the design team is to think and carry out the concept, JD Electrical Appliances Mind-Building, from three latitudes creating memories, scenes, and momentum.
In this article, JD Electrical Appliances' visual design for the JD 618 Shopping Festival is introduced in fivesections: project background,IP2.0 upgrade for the JD Electrical Appliances brand,Rebranding of JD Electrical Appliances Business Units,JD Electrical Appliances Brand Contact Information - 618 Shopping FestivalandConclusions(8-minutes read).
Content：
1.0 Introduction
1.1 Background
1.2 Key Objectives
1.3 Visual Specification for JD Electric2.0 IP2.0 upgrade for the JD Electrical Appliances brand
2.1 Background
2.2 Key Objectives
2.3 JD Electrical Appliances IP2.0 visual display2.4 Brand Voice Communications
3.0 Rebranding of JD Electrical Appliances Business Units
3.1 JD Communication
3.2 JD Consumer Electronics
3.3 JD Computer
3.4 Design thinking model for visual display4.0 JD Electrical Appliances Brand Contact Information - 618 Shopping Festival5.0Conclusions
5.1.1 Highlights
5.1.2 Design Vision Statement1.1 Key Objective
We developed the entire brand atmosphere of JD Electrical Appliances 618 through JD Electric's 618 online and omni-channel marketing visual creation, which included the Service with Heart super symbol and omni-channel visual specification. As for how to achieve it, we study ways to develop a youthful brand image for JD Electric, such as upgrading JD Electrical Appliances IP2.0, with brand intelligence and volume - rejuvenation - service as the primary marketing subject. Building a brand encourages product commercial transformation, better communicates JD Electric's brand intelligence, gives customers a wide spectrum of brand visual perception, and strengthens brand voice.1.2 Visual Specification for JD Electric
To maintain the visual cohesion and relevancy of each business division, the visual specification was harmonized for the 3C Home Appliance Group's major business lines.2.0 IP2.0 upgrade for the JD Electrical Appliances brand
2.1 Background
Overview of JD Electrical Appliances IP1.0 image The primary goal is to revitalize the brand image of JD home appliances. The design direction is scene and life. In order to unify the entire category of 3C home appliances, achieve the cross-category joint scene, and gradually develop a youthful brand image of 3C home appliances and users' minds, the JOY image is incorporated into the renewal scene.2.2 Core objectives
The marketing subject is Brand Mind and Voice - Rejuvenation - Service, which is based on the IP1.0 image of JD Electric, and it aims to continue exploring the construction of a revitalized brand image of JD Electrical Appliancesas well as to spread and strengthen the voice of the JD Electrical Appliancesbrand. JD Electrical Applianceswill forge an IP marketing position using service and rejuvenation as design components and high-end service, family, and Generation Z as scenarios.2.3 JD Electrical AppliancesIP2.0 visual display2.4 Brand Voice Communications
The brand's goodwill, communication power, and brand memory points among young users are further increased by upgrading and developing IP2.0, which enables consumers to swiftly establish brand association and brand awareness.3.0 Rebranding of JD Electrical Appliances Business Units
Background:The important business unit is JD Communication; to accomplish the emphasis of the cell phone brand mind in the new marketing campaign in 2022, a clear brand concept and brand image are required.
To better communicate the brand values of JD Electrical Appliances and sway users』 opinions, it is also important to investigate the relationship between JD Electrical Appliances and JD Communication, integrate reusable home appliances, computer digital, and other categories, and establish a brand specification and own IP system.
Market research:The analysis of the questionnaire has yielded the following consumer attitudes toward re-purchasing cell phone products.
There is a major uniformity of cell phone brands today.
Improved mobile device performance.
As cell phones become a more durable device, the replacement cycle is lengthening.Conclusion:The trend is to upgrade the gadgets, and the money for buying Communications has increased.Crowd analysis:using data from a market study of the cell phone communication sector, determine the price range dimension to build a pyramid model with three tiers: goods value, experience (sensory) value, and service (brand) value. Extreme + experience (professional + service) analysis of the crowd portrait.Visual research and emotion version development:For the mobile communication category, compile and summarize mobile communication brand style attributes using visual research and emotional version development.Brand Specification：Standardize the brand color, arrange the visual symbol icons connected to the cell phone category, and construct the cell phone frame super symbol as part of brand definition and application development.
3.2JD Consumer ElectronicsBackground：As individuals spend more time at home, there is an increasing need for home appliances in the pandemic society. In order to fulfill the primary goal of JD Home Appliance brand mind focus on the new marketing campaign in 2022, the company as a whole needs a distinct brand concept and brand image that can be agreed upon by consumers.
Market Research:According to the 2021 home appliance user target group, the user group is mainly divided into general users, medium and high-end users.
The general users are divided into people who live in urban and small town, in addition people who live in small town as dominating.
The medium and high-end users are divided into people who live in urban, small town, and other.Crowd analysis:The three main consumer criteria and crowd characteristics are generated from the pyramid model analysis based on market research in the home appliance business.
5 Factors Influencing Consumer Behavior - basic function, taste, curiosity, following the trend, and quality.
Good price, good reputation, and sell high are three key demographic traits.Visual survey and emotional version formulation:conduct visual survey and emotional version formulation of home appliance categories, and summarize the style characteristics of home appliance brands.Brand Specification：The JD home appliance brand color board HSB model application and specification organizes the visual symbol icons associated with the home appliance category, standardizes the visual system of offline and online promotional materials, and improves the perception of brand value and symbolic transmission.3.3JD Computer Digital
Background:The new marketing campaign in 2022 needs a clear brand concept and brand image to reach a consensus with consumers and achieve the primary goal of JD's computer digital brand mind focus. This is due to the continued expansion of JD's computer digital market coverage and the continued upgrading of consumer demand.Market research:Using the brands and crowds that corresponded to each price range, we summarized the computer digital egg model. We then further studied and dissected the traits of the computer digital crowd portrait based on the model.Crowd analysis:The three dimensions of high-medium-low were sorted out to produce the crowd portrait using the egg model of computer digital industry market research.
Visual research and emotional version formulation:Professional and fun were summarized and summarized using computer digital visual research, which divided the two aspects of pursuit of ultimate performance and pursuit of ultimate experience into two groups of individuals. and hip play are the two main trajectories.
Brand specification and application development:using the brand color palette HSB model to summarize the professional line and tide play line color application specification and expanding the induction icon symbol based on the integration of computer digital categories. Following that, the two dimensions of professional line and trendy play line will be applied to online and offline omnichannel communication to convey JD Computer Digital's professional and trendy play brand heart. The professional and trendy play brand intelligence will be conveyed.3.4 Design thinking model for visual display
We summarized the new thinking performance model and research methodology through the exploration of the upgrade of the vertical category of JD electrical appliances.4.0 JD Electrical Appliances Brand Contacts - 618 Shopping FestivalIn the 618 project, JD Electrical Appliances brand symbols were applied twice, for a total of 100 percent coverage of JD Electrical Appliances brand application touchpoints.5.1Highlights
5.1.1 The clear brand concept and brand image were well communicated to consumers with the brand upgrade and application of JD Electrical Appliances vertical category, achieving the main purpose of brand mind focus.
5.1.2 JD Electric's brand volume was significantly increased as a result of the comprehensive coverage of the online 618 promotion campaign and offline market, supermarkets, and other omnichannel communication.
5.1.3 JD Electrical Appliances received extensive exposure on Sina, TikTok，and other media platforms, further enhancing JD Electric's mind transfer.
5.2Design Vision Statement
5.2.1 JD Electrical Appliances will upgrade its brand in the vertical categories of accessories and campus.
5.2.2 JD Electrical Appliances brand symbol application library expansion to improve efficiency.
5.2.3 Communication strategy: Increase commercial conversion through online promotions and other activities, as well as offline market, superstore, and other omni-channel communication, and comprehensively improve JD Electric's brand voice.
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