Feb 20, 2020|

JD Helps Brick-and-Mortar Stores Resume Business Online


by Hui Zhang


Since Feb.10th, JD has already successfully helped 2,096 shopping assistants from brick and mortar stores move online during the coronavirus. Sales reached nearly RMB 10 million in just 7 days.

The Spring Festival is supposed to be the ‘prime time’ of the year for the clothing industry. Sales from the end of January to the end of February usually account for about 10%-15% of yearly sales, according to industry insiders. With nearly all clothing stores closed during the period to avoid cross-infection, JD applied its technology capabilities, such as big data, to help stores go online via the WeChat mini program platform.

Yanan, is a shop assistant at Fuana, a brick-and-mortar store selling home textiles in Zhengzhou city, Henan province. She has two years of experience working in brick-and-mortar stores. When the coronavirus hit and many stores temporarily closed, Yanan was unable to go to work, and turned to JD.com’s social e-commerce solution where she can select and recommend different items of clothing to consumers at home and make some money. Yanan is just one example.

Through the cloud store, shop assistants can share and sell products with their target consumers online, helping offline stores to reduce their losses. Consumers are also encouraged to share their favorite and high-quality products with their friends to earn commissions from the sales. Store owners can also check the performance of their shop assistants through big data provided by JD, so as to better reward them.

JD’s cloud store solution has helped many brands, even before the coronavirus outbreak. SEPTWOLVES, a popular Chinese menswear brand, tested the business model during the Singles Day (November 11th) shopping festival period. The store has since helped SEPTWOLVES achieve a 10% increase in sales across its 400 stores in China. With the coronavirus, JD updated its cloud store system, and SEPTWOLVES reopened the store to resume business. Daily sales of the cloud store exceeded 100,000 RMB just a few days after the store opening, according to SEPTWOLVES’ operations manager.

“We set up a special project team during the Spring Festival this year help brick-and-mortar stores launch cloud stores via our mini program to help them reduce losses due to the coronavirus outbreak. We’ve set a new record by helping SEPTWOLVES launch a cloud store within only three days,” said Jiarui Liu, head of the cloud store project at JD.com.

To date, JD has helped 128 brands launch cloud stores, and has helped 13,485 shopping guides go online since last year, with nearly a hundred more brands preparing to open stores on the platform soon.