CKGSB Works with JD on Charity Livestream

CKGSB Works with JD on Charity Livestream

by Ling Cao

Earlier this month, nearly 100 influential entrepreneurs who studied at Cheung Kung Graduate School of Business (CKGSB) joined a livestream at JD, helping sell local food from all over China to consumers. In just one hour, nearly five tons of products were sold. All of the proceeds from the sales will be donated to an institution in Shanghai to help visually impaired people. The initiative is an example of how livestreaming can be combined with farmer support and charity programs. The entrepreneurs are primarily from companies such as Xiuzheng Pharmaceutical Group and ZTE software.

During the livestream, entrepreneurs introduced many high quality seasonal fresh items carefully selected by JD, such as mangos from Panzhihua, Sichuan province, apples from Shaanxi, red apricots from Xinjiang Uygur Autonomous Region, pumpkins from Gansu, sweet potatoes and more. JD’s logistics capabilities ensure that the produce can arrive at customers’ homes quickly and unscathed. In order to ensure the effectiveness of the livestream, JD provided marketing resources and support. The event received positive feedback from attendees. One viewer “liked” the event 60 times.

The initiative has also been supported by thousands of JD and the visiting companies’ employee’ families as well as JD’s customers, and benefitted over 300 local farmers in expanding their e-commerce sales channels.

 

(ling.cao@jd.com)

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