Behind Bestore’s IPO: Sales Surge on JD through Marketing Collaborations

Behind Bestore’s IPO: Sales Surge on JD through Marketing Collaborations

by Rachel Liu

 

On February 24th, Chinese snack brand Bestore was officially listed for trading on the Shanghai Stock Exchange and became China’s first listed premium snacks company.

JD has played an important role in helping the brand grow rapidly through offering unique marketing collaborations, traffic support, and other operational support for its first-party store on JD.com. Bestore itself has been focusing more on online through working with e-commerce sites, social e-commerce sites, and launching its own Bestore App, leading to significant sales increases.

During the 2019 Singles Day (November 11th) sales period, Bestore launched an omnichannel marketing campaign with JD Super, JD’s online supermarket, which drove massive traffic volume to its store on JD. In the first two hours on that day, sales of Bestore products increased 13 times year-on-year, and sales for the whole day increased 200% year-on-year.

Bestore also launched a series of popular gift boxes on JD during this past Chinese New Year holiday, with special designs featuring cultural elements of Dunhuang, an ancient city in northwest China and a UNESCO World Heritage site. During the entire promotional period, sales increased 183% year-on-year. Additionally, over the duration of 2019 the brand’s store on JD had attracted nearly 14 million visitors, while customers increased 200% year-on-year.

Early this month, Bestore won the “Brand of the Year with the Most Potential” for its success in 2019, awarded by JD Super.

 

(liuchang61@jd.com)

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