Collaborating Across Multiple Fields, JD.com Becomes 361° Kidswear’s Close “Ally”
Looking back at the past year, 361° Kidswear has explored multiple avenues in brand operations. In addition to managing existing stores with distinctive features, it has continued to optimize its channel structure, strengthened cooperation with e-commerce platforms such as JD.com and Tmall, and enhanced its influence and penetration among various consumer groups through the integration and mutual reinforcement of online and offline channels.
In terms of cooperation with JD.com, one aspect is frequent interaction. In 2018, 361° Kidswear participated in multiple JD pop-up stores and the Donglian Plan. It also made new breakthroughs in IP marketing collaborations—for example, during the release of the Jurassic movie, it took part in the Children’s Category Day and co-created the “Global Adventure Day” super IP event on June 21. It also joined the “Wonderful Imagination Season” Dad, Where Are We Going? campaign and launched the “Play Beyond Boundaries” themed day on Double 11, all achieving considerable sales performance.
Another aspect is the deepening of cooperation. In October last year, it hosted the “The Future is Here” Children’s Fashion Week, undertaking its first offline runway show and daring to be a pioneer. It also participated in two cross-category collaborations: joining forces with Mattel, Nestlé, and M&M’s to participate in a JD pop-up store, and collaborating with brands such as Safeguard, Nutrilon, and Colgate for the Dad, Where Are We Going? themed activities.
Through a series of collaborations with e-commerce platforms, 361° Kidswear continued its rapid growth from 2017, with its revenue accounting for 13.8% of the total revenue of the 361° Group, and a business valuation reaching 3.35 billion yuan. Additionally, after a year of collaboration with JD.com, the 361° Kidswear official flagship store achieved new growth: business scale continued to grow year-on-year by 54%, with strong activity traffic attraction and high output, maintaining the top position in category performance during major promotions and continuously setting new records, benefiting from strong paid investment support with high returns, daring to innovate and participate in events such as Donglian, pop-up stores, and IP days, and rapidly increasing store followers by nearly one million.
From 1979% GMV Growth to 2183% UV Growth: The Advantages of 361° Kidswear
There is thought behind the data.
Reviewing the 2018 collaboration between 361° Kidswear and JD.com, the data from the June “Global Adventure Day” event was the most eye-catching, with GMV (Gross Merchandise Volume) growing by 1979% and UV (unique visitor) growing by 2183%, significantly higher than the several hundred percent growth rates of other collaborative events. It is understood that on that day, JD.com reached a significant partnership with Universal Pictures to specially create the 621 Global Adventure Day.
So, how did 361° Kidswear leverage this momentum to achieve such high-growth collaboration?
Resource sharing, innovative marketing.During the JD 621 Global Adventure Day, 361° Kidswear collaborated with the major IPs of Jurassic World 2 for a cross-brand launch, gaining massive traffic inflow from the JD e-commerce ecosystem. At the same time, through precise alignment on two online platforms—WeChat Moments and JD—as well as supporting activities such as the 361° Kidswear x Jurassic World 2 offline pop-up store, it quickly targeted a large number of quality consumers in a short time, creating a number of 361° Kidswear bestsellers and causing a stir in the industry.
User-centric, product-first.Unlike product designs that tend toward adult styles, 361° Kidswear adheres to the route of a children’s sports brand, infusing the brand’s core values of “positivity, freedom, and authenticity” into every detail of its products, allowing children to comfortably enjoy a free childhood. This message is also conveyed through the design and layout of its offline stores.
While JD.com expands its leading edge with the C2M model, 361° Kidswear, as the recipient of the “Pioneer of Cooperation Award,” will continue to build a higher-quality flagship store for children’s apparel and footwear, using fresher and more engaging marketing to connect with consumers, offering product designs that meet the needs of child users, while keeping pace with the pulse of innovation in the technology era, fully integrating online and offline service systems, and delivering a brand-new consumer experience.
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