AMZ123 Cross-border NewsletterAMZ123 has learned that Joybuy, JD.com's European e-commerce platform, recently launched a new brand marketing campaign in the Netherlands, with the slogan "Everything you need, one-stop shopping." Centered on curiosity rather than traditional holiday discount marketing, the campaign runs for about four weeks and uses 15- to 30-second short videos on Meta, TikTok, and YouTube.
This time, Joybuy deliberately avoided discount-led, key-date marketing tactics, instead positioning the brand around a "discovery and exploration" shopping scenario. The campaign's core format is a street blind-box swap event named Joyful Blind Trade, in which participants exchange items they carry for mystery-box goods. Related videos are presented in a loosely scripted format. Through this awareness-level marketing campaign, the platform hopes to build a differentiated "exploratory" shopping brand image in the minds of European consumers.
SellerHome Review
Joybuy is building momentum in the Netherlands through TikTok and other short-video platforms, focusing on exploratory shopping, signaling intensifying competition in European e-commerce. Cross-border sellers should pay attention to its category gaps and traffic dividends, and evaluate opportunities for onboarding or stocking up.
Source: AMZ123
Original article: https://www.amz123.com/kx/2smGifdV
