- Dec 15, 2020
- Business Update
JD to Add Home Appliance Flagship in Suzhou
by Ella Kidron
JD will open a home appliance flagship store in Suzhou, a major city in southeastern Jiangsu province, this month. The store, which is located at Phoenix Square in Suzhou, is a 10,000 square-meter experience space. It further strengthens JD’s omnichannel presence in Jiangsu province, and builds on the company’s overall omnichannel electronics strategy.
The store aims to appeal to Suzhou consumers’ tendency to buy new, high-end and tech-forward products. During the trial period (which overlapped with the 12.12 Shopping Festival), the average price of mobile phones has been RMB 4,000 yuan, with the Huawei Mate RS Porsche Design and iPhone 12 being very popular. Smart home solutions, specialized laundry machines, refrigerators and sweeping robots among other household appliances focused on improving livelihood are all top sellers.
With a large e-sports experience area on the first floor, there has been a steady flow of young consumers looking to “play another round.” Xili Tang, manager of the store, said: “A lot of young people come in. In addition to e-sports equipment and Xbox and other gaming decides, trendy digital products that can’t be found elsewhere such as DJI drones, NineBot go-karts and smart wearables are particularly popular.” Consumers can receive professional guidance on products such as curling irons, and have their hair permed on the spot, according to Tang.
E-Sports experience zone in JD Home Appliance Flagship in Suzhou
JD Home Appliance stores are based on the idea that there are some products consumers prefer to look at, touch and test before purchasing. Consumers are able to try nearly everything in store and can either take purchases home or have them delivered to their address of choice, thanks to JD’s strong supply chain and logistics network. In the Suzhou store, 30 experience zones allow consumers to experience the latest technology. There are 8K TV, advanced air conditioner and air freshener, whole house smart home solution and laundry experience areas among others. Providing such experiences allows consumers to get fully-acquainted with all aspects of products before making a purchase decision.
JD has opened several home appliance flagship stores this year, including one in Nanjing, Jiangsu province, Jiaozuo, Henan province, and most recently, Kunming, Yunnan province on Singles Day (Nov. 11). Earlier this year, the retail giant announced a plan to open 20 JD E-Space Experience Stores (large scale, around 50,000 square meters) in first tier cities, as well as 300 home appliance flagship stores in second and third tier cities on a “one-city-one-store basis”, and 5,000 stores in towns and villages by 2025.