Each deployment of JD.com's BRIDGE digital intelligence product efficiency solution underscores the company's commitment to fostering its own growth and that of its platform enterprises. This growth potential is meticulously articulated through foundational products such as Jingzhuntong, Shangzhi, Shufang, Marketing Cloud, and JD.com's New Product Innovation Center.

Ultimately, these evolving products converge into a comprehensive, one-stop advanced digital intelligence solution, encompassing operational insights, user assets, content marketing, traffic management, and product operations.

Author | Piye

Produced by | Industry Home

What will be the top concern for enterprises in 2025? Among the myriad possibilities, marketing is bound to emerge as a pivotal keyword.

Yet, despite the proliferation of marketing tools today, mastering this domain remains a formidable challenge. According to incomplete data, some domestic e-commerce platforms witness conversion rates below 5%. Furthermore, in the realm of omnichannel marketing, costs are increasingly outpacing benefits, with marketing expenditures rising while related conversion metrics decline.

This is precisely the conundrum that JD.com aims to resolve.

As one of China's largest e-commerce platforms and the largest retailer, JD.com not only provides users with a superior shopping experience but also seeks to leverage its expertise to aid merchants in refining their marketing strategies, extending to omnichannel marketing.

This is no small feat. During the 2023 618 shopping festival, JD.com introduced the ACME brand marketing methodology, designed to help enterprises strike a balance between short-term gains and long-term value, while scientifically evaluating marketing efficiency.

However, while the ACME model offers diagnostic suggestions and enables enterprises to gauge their marketing proficiency, a critical gap remains post-diagnosis: how to prescribe the right solution and build a practical marketing model.

At the recently concluded 2025 JD Win Future Digital Marketing Festival, JD.com unveiled the BRIDGE digital intelligence product efficiency solution. Building on the ACME methodology, BRIDGE presents a pragmatic, implementable integrated solution tailored to the six core operational links of enterprises.

JD.com's digital marketing tool has arrived.

I. The Future of Marketing in 2025

"It's not that marketing has become harder; rather, the marketing environment has shifted," a snack marketing executive told Industry Home. "Because the environment is dynamic, marketing is no longer a one-dimensional affair."

Today, marketing is a complex, multifaceted proposition encompassing user operations, omnichannel marketing, product operations, and more. Only by excelling in each of these areas can enterprises achieve "quality" marketing—targeting precise audiences with relevant content through suitable media to enhance marketing effectiveness.

However, the reality falls short of this ideal. For enterprises, each node in this full-chain marketing model presents challenges.

Take user operations, or core user assets, as an example. Most enterprises lack comprehensive demographic segmentation, hindering precise targeting and strategy execution for specific segments.

The reasons are straightforward. Firstly, most enterprises struggle to amass omnichannel user assets amid the current traffic landscape. Secondly, even when user assets are accumulated, many enterprises, especially SMEs, lack the analytical models to derive meaningful insights from their data.

According to a QuestMobile report on merchant digitization, only 12% of merchants can currently predict user repurchase cycles through data, with most enterprises grappling with a chaotic user operation landscape.

If user operations pose a challenge to omnichannel marketing, e-commerce platforms face similar difficulties in "operational insights" and "product operations".

Similarly, an iResearch report on enterprise digitization reveals that as of 2024, 67% of SMEs still rely on Excel for manual reporting, with an average delay of 3-7 days in insight analysis. Another e-commerce platform report indicates that less than 20% of merchants can currently monitor real-time price fluctuations of similar industry products.

Achieving scientific "operational insights" is no mean feat. It necessitates not only a robust data system but also a profound understanding of market dynamics and competitive landscapes, thereby constructing a comprehensive operational insight system.

So, what should a marketing plan that genuinely aligns with an enterprise's situation and today's traffic marketing environment look like? Or, what marketing path truly proves effective in China's e-commerce soil?

II. "BRIDGE: A Genuine Digital Intelligence Product Efficiency Solution"

"Sales targets for the entire launch day were surpassed by 317%, with the brand's transaction volume surging over 8.2 times the daily average"—these are the impressive figures from Starbucks' new "Berry Good Times Series Starbucks Cups." In marketing parlance, it's a product that hit the jackpot.

This success is a testament to the collaboration between Starbucks and JD.com, powered by BRIDGE.

Specifically, in the six months leading up to the launch, JD.com and Starbucks collaborated on multiple rounds of consumer surveys and strategy settings, covering cup type testing, product design, and pricing. From over 50 industry-leading cup types, they selected the top 10 most highly rated by consumers.

For instance, at the style level, JD.com and Starbucks conducted grouped testing of various mugs, portable vacuum flasks, and functional vacuum flasks to discern consumer preferences for elements, accessories, colors, etc. At the pricing level, JD.com employed the PSM model (Price Sensitivity Test Model) to gauge consumer sensitivity, offering scientific pricing advice for the new product.

This end-to-end digital intelligence empowerment for new product innovation, coupled with JD.com's internal and external marketing resources, contributed to Starbucks' stunning launch success. Underpinning this achievement is JD.com's BRIDGE digital intelligence product efficiency solution.

"The BRIDGE digital intelligence product efficiency solution is a scenario-based approach with detailed best practices and cases. These are not theoretical constructs; they are honed through JD.com's experiences in real-world scenarios. It's not mysterious but a highly practical set of plans and tactics," said the head of JD.com's retail marketing cloud and data business.

More precisely, for each of the aforementioned marketing nodes, JD.com's digital intelligence product efficiency solution offers detailed "practical guides." BRIDGE corresponds to Business Insight (B), Relationship Management (R), Content Marketing Closed Loop (I), Traffic Aggregation (D), Product Operation (G), and Long-term Value Evaluation (E), respectively.

For each core link, the BRIDGE solution provides practical operational suggestions and execution paths. For example, in operational insights, enterprises can conduct self-diagnosis and optimization using JD.com's operational insight map, encompassing dimensions like industry trend analysis, user asset construction level comparisons, and commodity hierarchy strategies. This enables enterprises to fully comprehend their operational shortcomings and identify areas for improvement.

Relationship management aligns with the refined user operations discussed earlier. BRIDGE offers an omnichannel user operation system, including the nine-grid system. Enterprises can legally and efficiently aggregate users from diverse platforms and positions. Leveraging JD.com's massive data and algorithm capabilities, they can delve into user insights and segmentation through models like RMF, 4A, nine-grid, and behavioral analysis. This allows brands to implement differentiated strategies for segmented demographics, significantly enhancing user operation efficiency and conversion rates, thereby fostering omnichannel user growth and long-term user accumulation.

In content marketing, the content field drives incremental traffic and users to the brand, playing a crucial role in shaping brand perception. JD.com offers a "seeding and harvesting integration" solution for content marketing. By strengthening collaborations with social media platforms like Xiaohongshu (via Xiaohongmeng), Zhihu (via Jingzhi), and Bilibili (via Jinghuo), JD.com efficiently links social media seeding with its conversion fields. This provides full-link digital intelligence empowerment, from influencer selection and content direction to traffic investment strategies, identification of seeded users upon arrival, conversion within JD.com, and seeding effect analysis. Each link is measurable and adjustable, helping merchants integrate seeding and harvesting for business growth.

Product operations and traffic aggregation also play pivotal roles. The former aids enterprises in managing and strategizing the entire product lifecycle, including the Starbucks new product creation case and strategies for brand promotion and daily product renewal. The latter enables enterprises to achieve omnichannel marketing data system monitoring and optimization using BRIDGE. It directs off-site user assets to JD.com, links JD.com data, evaluates marketing effects from an omnichannel perspective, and feeds back to optimize marketing and traffic investment strategies. Based on omnichannel user asset precipitation, it mines high-value users, matches traffic touchpoints, and realizes efficient remarketing within JD.com, thereby fostering a data-driven omnichannel marketing model.

The BRIDGE digital intelligence product efficiency solution presents a practical path encompassing current brand core operational nodes. This includes not only upper-level operational empowerment for content and products but also foundational guidance for brand user assets and marketing data, helping brands construct a comprehensive digital intelligence marketing solution grounded in a robust data system.

In fact, the foundational layer of the BRIDGE solution mirrors JD.com's own evolution and iteration.

Upon closer inspection, it's evident that this model's smallest components are adorned with a suite of digital intelligence tools. For instance, the "nine-grid omnichannel user operation system" mentioned earlier is JD.com Marketing Cloud Tianlian's latest upgraded capability. Similarly, the new data viewing and usage features in the operational insight map are part of Shangzhi 4.0's latest evolution, alongside Jingzhuntong, which is emerging as a new marketing operation platform for many SMEs.

These evolving digital marketing products form the core of JD.com's BRIDGE digital intelligence product efficiency solution. "These capabilities are battle-tested through real-world collisions and refinements with enterprise needs. They are capabilities we internally deem truly mature. Only such capabilities are integrated into our upper-level marketing solution," they emphasized.

III. JD.com's Unique Digital Marketing Blueprint

"The 'marketing' we discuss today transcends traditional marketing boundaries," said the head of JD.com's retail marketing cloud and data business. "For instance, how to make a new product popular, whether people inherently prefer IP-related items, and how the market perceives a company's brand—all these require grounded strategic feedback."

Nestlé, akin to Starbucks, jointly launched Zhen Shigao student milk powder with JD.com last September. Leveraging strong product attributes, precise selling points like high calcium, lutein + vitamin A, and 0 added sugar, coupled with JD.com's pricing assistance, it swiftly surpassed one million GMV in the first month, boosting Nestlé's student milk powder market share by 3%-5%.

Behind each application of the BRIDGE digital intelligence product efficiency solution, JD.com fosters its own growth and that of platform enterprises. This growth potential is meticulously articulated through foundational products like Jingzhuntong, Shangzhi, Shufang, Marketing Cloud, and JD.com's New Product Innovation Center. Ultimately, these evolving products converge into a comprehensive, one-stop advanced digital intelligence solution, encompassing operational insights, user assets, content marketing, traffic management, and product operations.

"In fact, we have been laying the groundwork for digital marketing and developing 'utilities' over the past few years, and we have now essentially completed this task. Regardless of how the marketing environment evolves in the future, we can swiftly devise relevant solutions to assist brands in excelling in their marketing efforts," stated JD.com.

From an e-commerce standpoint, JD.com represents one of the most intricate and challenging platforms in China. The complexity and diversity of this environment foster a dynamic understanding of marketing trends, which transcends JD.com's traditional e-commerce attributes and underscores its unique marketing platform characteristics.

Whether it involves dissecting the e-commerce consumption indicators, comprehending the entire lifecycle of inventory, users, traffic, etc., developing merchants' new product systems, or outlining the path for daily operations, or delving deeply into user products, JD.com can be regarded as one of the most established marketing enterprises.

These unique insights garnered from real transactions form the bedrock of JD.com's BRIDGE digital intelligence product efficiency solution. With its robust digital intelligence capabilities, these solutions are not only becoming the gold standard for marketing practices on the JD.com platform but are also serving as a blueprint for the evolution of these brands in the marketing realm.

"Give a man a fish, and you feed him for a day; teach a man to fish, and you feed him for a lifetime." This aptly sums up JD.com's approach to digital marketing.