I. Client Background

Business Model

JD Global Sales is primarily responsible for JD.com's cross-border business, selling domestic Chinese products to overseas users through cross-border logistics with free shipping.

Core Market

The core user base of JD's main overseas site is Southeast Asian Chinese users. Most country sites only support the Chinese language version, and advertising is targeted exclusively at Chinese-speaking users.

Marketing Objectives

• Key Performance Indicator (KPI): New overseas user orders
• Advertising Platform: Facebook
• Target Region: Southeast Asia
• Ad Placement: Feeds

User Purchase Funnel

• Registration/Login: Overseas Chinese users can log in using their existing JD.com account or register with a local mobile phone number.
• Purchase Process: After logging into the JD App locally, users select products, fill in an overseas shipping address, pay for shipping, and complete the order.

II. JD Advertising & Marketing Strategy

Precision Audience Targeting: Interest + Behavior + Payment Capability

Basic Targeting: Users aged 18–45 with purchasing power

Countries: Singapore, Malaysia, Thailand, Vietnam

Language: Chinese‑speaking users

Interest Tags: Add users interested in China, interested in the Chinese language, as well as overseas Chinese / ethnic Chinese

Behavioral Targeting: Target users interested in Taobao, Pinduoduo, JD.com, and Lazada, thereby reaching active shoppers

Content & Creative Strategy

In the Southeast Asian market, pure price competition struggles to build long‑term brand equity. We built a reusable content‑driven model around four dimensions: emotional resonance + practical value + low‑barrier user acquisition + trust endorsement.

2.1 Content Pillars

• Nostalgia / Homesickness: Local Chinese snacks and delicacies that are hard to find in Southeast Asia (e.g., Laoganma, hot pot). Real‑person footage, centered on the theme “Overseas Chinese enjoy hometown flavors to relieve the nostalgia of thousands of miles”, strengthening emotional connection.
• Practical / Everyday Utility: Food seasonings (chili powder, hot pot base, chopped chili), small home appliances, beauty and personal care, home storage and organisation.
• New User – $9.9 Free Shipping: A dedicated new‑user zone with one‑item free shipping, RMB 180 worth of coupons, and products starting as low as $9.9 per item
• JD Brand Trust: All products come from JD’s self‑operated brands, ensuring quality and reliability.

2.2 Content Localisation Adaptation

• Language: Mandarin, Cantonese, Mandarin‑Cantonese mix; subtitles in Simplified Chinese and Traditional Chinese.
• Culture: Centered on the theme “Overseas Chinese enjoy hometown flavors to relieve the nostalgia of thousands of miles”, strengthening emotional resonance.

3.Advertising Cadence

3.1 Pre‑Campaign Planning & Strategy

a. Prepare creatives and infrastructure.

b. Complete deep integration with the media platform (Facebook) to ensure unified Pixel event tracking.

c. Confirm target market (Southeast Asia), media (Facebook), and conversion goal (sales).

d. Define audience personas based on product characteristics and target market.

3.2 In‑Campaign Execution & Dynamic Optimisation

• Cold‑start period (7–14 days, small budget to test potential winners): Use broad targeting to run the account, accumulate sufficient model data, test multiple creatives with broad targeting, and evaluate targeting and creative effectiveness.
• Stable / Scaling period (2–12 months): Based on initial results, filter out winning creatives, combine them with refined audience targeting, and continue testing and scaling. After achieving success in Malaysia, replicate the model to Singapore, Vietnam, and Thailand, amplifying winning products to maximise ROAS.

3.3 Post‑Campaign Data Review & Insights

a. Review core KPI achievements (spend, CPA, ROAS, CTR, conversion rate).

b. Multi‑dimensional deep dive (creative, audience, region, placement, time of day, device).

c. Extract insights and define actions for the next cycle.

4.Account Optimisation Cadence

1. For new ads still within the cost guarantee period, modify bidding (including target ROAS, audience‑specific bidding, placement‑specific bidding) and targeting no more than twice per day.
2. Flexibly adjust account optimisation frequency based on actual ad performance. In early stages, focus on turning off ads with wasted spend; in later stages, continue shutting down wasteful ads, adjust budgets, and optimise based on ad diagnostics.
3. For well‑performing campaigns, promptly expand accounts and scale; allocate budget preferentially to high‑ROAS accounts.
4. Continuously monitor campaign and account status, paying attention to cost increases caused by ad spend waste.

III. Case Summary

In this JD.com's overseas launch in Southeast Asia, we accurately grasped the emotional needs and consumption pain points of overseas Chinese users. We locked in high-value groups through precise targeting, built emotional connections and trust barriers with differentiated content, and maximized the efficiency of the launch through scientific rhythm and refined optimization. We successfully achieved the core goal of new overseas user orders. This not only laid a solid foundation for JD Global Selling's in-depth development in the Southeast Asian market, but also created a reusable cross-border marketing model of "Emotion + Practicality + Benefits + Trust", providing valuable references for domestic brands going global. Relying on JD.com's strong supply chain and cross-border operation capabilities, we will continue to deepen the layout of the Southeast Asian market in the future, promote more high-quality domestic products to the world, and help build a long-term overseas brand image.