Jan 6, 2022|

JD.com Partners with China Media Group for Spring Festival Gala 2022


by Vivian Yang

JD.com has been named the exclusive interactive partner of China’s Spring Festival Gala 2022. An official announcement was made at a joint press conference with China Media Group (CMG) in Beijing on January 5th, 2022.

JD’s App will be the official distributor of the gala’s virtual red envelopes, which are an important feature of the annual TV show, which occupied 18 of 20 highest audience rating TV programs (around 30%) for the past 20 years (the other two are the opening and closing ceremony of Beijing Olympics 2008) and allow hundreds of millions of viewers across the world to interact while watching the live broadcast on Chinese New Year’s Eve, which falls on January 31 this year.

The interaction campaign is expected to provide 1.5 billion RMB in virtual red envelopes and gifts. In addition to allowing users to snatch digital cash, JD will also include coupons for all activity participants this year.

All of JD’s gamified activities, which include inviting friends to online lucky draws, sending virtual red envelops with brand customized cover designs, gifting coupons, and more, will run from January 24th to February 15th(Lantern Festival), spanning the entire Chinese New Year celebration period in the lunar calendar, in order to provide participants with more time, richer benefits, and greater joy.

JD Technology’s cloud service is tasked to ensure the online jamboree runs smoothly. It has been geared up to withstand the massive instantaneous traffic rush that will occur when activities ramp up to the show time starting at 8pm traditionally – a high-pressure situation that JD’s cloud service has successfully navigated during multiple super-complex shopping festivals in recent years, including JD 618(June 18) and the Singles Day (November 11) Grand Promotions.

This year also marks the 10th year in a row that JD.com commits to non-stop delivery service during the Spring Festival holidays (January 31 to February 6), ensuring that customers across the country can receive their orders on time.

“We highly value the opportunity to partner with CMG in this year’s Spring Festival,” said Lijun Xin, CEO of JD Retail at the press conference. “JD has always been striving to satisfy our customers’ needs, and the gala show is an annual cultural feast appreciated by Chinese people. CMG and JD have a strong pursuit in common, which is to do our best to serve our users well.”

Jianming Peng, member of the CMG Editorial Board and chief of staff of CMG General Manager’s Office, recognized JD’s contribution to China’s economic development in recent years, particularly in terms of driving consumption upgrade, supporting Chinese brands and serving Chinese people in their desire for a better life. He is confident that the partnership, which is based on JD’s technological strength in digitalization, supply chain and others, will create an excellent festive atmosphere for the people celebrating the arrival of the Year of the Tiger.