How JD’s “Hundred Billion Subsidy” Brand Was Revamped for Better User Engagement

Project Background

JD's "Hundred Billion Subsidy" is a marketing initiative derived from the JD Flash Sale channel, offering limited‑time coupon subsidies to deliver extreme cost‑performance shopping experiences.

Why Upgrade?

Analysis revealed three major issues:

Cognitive layer: vague brand tone and non‑fixed activity format hindered consistent user perception.

Structural layer: overly complex floor layout and coupon mechanics reduced efficiency.

Information layer: conventional coupon displays failed to highlight benefits.

To address these, three upgrade goals were set: shape user mind, improve efficiency, and focus decision‑making.

Shaping Brand Mindset

The aim was to create a distinctive IP – the "Hundred Billion Subsidy Money‑Printing Machine" – and standardize brand distribution.

1. Creating a Dedicated IP

The IP follows three criteria: high recognizability, strong theme, and extensibility, allowing visual adaptation across different promotional periods.

2. Visual Positioning

The visual language emphasizes "explosiveness", "impact", and "speed" to convey extreme cost‑performance.

3. IP Series

The core skeleton of the money‑printing machine remains, while skins are customized per promotion, ensuring consistency and efficiency.

4. Atmosphere Upgrade

All entry points and sections adopt the IP’s visual style, creating a cohesive and personalized visual language.

Brand Distribution Standardization

Maintaining JD’s flash‑sale brand DNA, the logo combines bold slanted strokes with a gold coin element for the "Hundred Billion" part.

Standardized guidelines map brand touchpoints across the site, ensuring consistent logo usage.

Improving Distribution Efficiency

To capture short‑attention users, a "Top‑Deal" hook was added, and layout adjustments (vertical to horizontal) improved coupon readability and conversion.

Data‑driven A/B testing showed new users prefer a clear "direct discount" style, while veterans respond better to a price‑curve illustration, leading to tailored placements.

Enhancing Coupon Perception

Visual noise was reduced, state cues were clarified (grayed‑out for unavailable coupons, prominent stamps for sold‑out), and a component library was built to streamline development.

Post‑redesign metrics showed noticeable improvements across key performance indicators.

Conclusion

The redesign leveraged a distinctive IP, lightweight visual language, and data‑backed testing to enhance brand recognition and user experience, while acknowledging remaining optimization opportunities for future iterations.