Sep 7, 2021|

JD PLUS And Bilibili Roll out Bundled Membership Targeting Young Consumers

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by Hui Zhang

JD PLUS, JD.com’s premium membership program, inked a partnership with Bilibili, nicknamed B Site, the leading video community popular among young generations in China, on Sep. 6 in Beijing to offer a bundled membership.

Through the partnership, consumers who purchase JD PLUS membership can enjoy VIP membership privileges from both JD PLUS and Bilibili, including monthly free shipping coupons, ability to earn points called “JD beans” (京豆), special discounts on JD.com; being able to watch movies, TV dramas, and variety shows for free on Bilibili, and more.

As the first one of its kind in the Chinese retail industry, the paid premium membership program JD PLUS has over 20 million members so far, and is keen to reach the younger generation of shoppers. Bilibili, with average monthly active users of 237 million, has already become the go-to destination for young people, 86% of whom are under 35 and many of them have high consumption capacity.

For Bilibili, JD PLUS members are recognized as consumers with strong consumption power and openness to new trends. The cooperation will promote healthy and high-quality user growth for both companies in the near future. During the 618 Grand Promotion period this year (June 1-18th), sales to JD PLUS members increased by more than 200% YOY, with more than 20, 000 brands represented.

 

(zhanghui36@jd.com)

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