May 20, 2022|

Four “J Shop” Stores Unveiled to Enhance Fashion and Lifestyle Omni-channel Retailing


by Doris Liu

The J Shop, a recent upgrade of’s Fashion and Lifestyle business, opened its pilot physical stores for the first time in four Chinese cities on May 20, further enhancing its omni-channel retailing with a seamless customer experience.

Integrating JD’s businesses in apparel, lifestyle, cosmetics, sports, luxury fashion and watches, the J Shop is making full use of JD’s commodity and service capabilities to adapt to customers’ own shopping routines across both online and offline stores.

The first four pilot physical stores, located in Xi’an, Shenzhen, Chengdu and Yinchuan respectively, present a fresh consumption scenario, as well as product updates with higher efficiency and turnover rate, and possibilities of more diversified marketing and operation strategies.

As a selected collection store, a business format highlighted by JD in the field of fashion and lifestyle, the 335-square-meter store in Xi’an displays about 300 brands of selected products, covering 150 categories of goods including cosmetics, kitchenware, home textiles and more.

Empowered by JD’s smart social supply chain, the shopping experience in the Xi’an J Store is consistent regardless of online or offline purchases. Customers in the store can make a purchase immediately, or scan the corresponding electronic label on the product and buy online with same- or next-day delivery.

It also set up a livestreaming studio inside the store to cater to consumer needs. By linking both online and offline business, the studio enables customers to not only watch the livestream on the scene, but also join the livestream, creating a more comprehensive shopping experience.

The other three stores are jointly developed by JD and Italian luxury retailer COSCIA. Featuring the themes of luxury, designer brands, affordable luxury and lifestyle, they offer nearly 2,000 selected products.

With COSCIA’s operational advantages as a chain store, JD hopes to jointly explore a new model of digital omni-channel open ecosystem, and also looks forward to working with COSCIA to drive the development of online and offline retail to a higher quality, said Carol Fung, Senior Vice President of and President of JD Fashion and Lifestyle business group.

As the 618 Grand Promotion approaches, merchants are active and engaged to prepare their sales. The J Shop is ready to provide a one-stop solution with full-scenario and omni-channel approaches, increasing presence and sales opportunities for brands and products across all channels.