Sep 27, 2020|

JD Uses Technology to Reinvigorate Mahogany Furniture Market


by Vivian Yang

JD has launched an industry alliance to solve pain points in China’s mahogany furniture industry. Announced on September 24th, the alliance involves a range of stakeholders, including leading furniture manufacturers, industry organizations such as the China Mahogany Committee, regulatory bodies such as the National Center for Quality Supervision and Inspective of Furniture and Indoor Environment, and industry media.

The JD Mahogany Alliance integrates the use of X-ray and block chain technologies in furniture production, quality inspection, sales and shipment, greatly reducing customers’ doubts about the origin and quality of furniture products.

Mahogany furniture often symbolizes high status and wealth in Chinese culture. However, in recent years, Chinese consumer’s enthusiasm toward it has been declining. An industry report shows that production value in 2019 was RMB 60 billion yuan as opposed to RMB 180 billion yuan in its heyday about a decade ago. The main reasons behind the fall are people’s worries about solid wood sources, quality, and difficulties in repairing and maintenance.

At the same time, brand members of the alliance have jointly made a commitment to enhance their after-sales services such as service response within 24 hours, annual free-of-charge maintenance service for the first three years after the furniture is sold, and more.

Brand members at the launching ceremony of JD Mahogany Furniture Alliance

Brand members at the launching ceremony of JD Mahogany Furniture Alliance

In addition to brand endorsement and value-added services, JD will also support alliance members in the areas of open data, precise customer acquisition, optimized operation solutions, and brand building.

Ms. Jing Zhao, general manager of the furniture department of JD Retail said that “online retailing is a ‘blue ocean’ for the mahogany industry. The alliance provides us an opportunity to integrate the resources of this traditional industry, empower it with technology, and invigorate its growth.”

Mr. Liyu Wang, general secretary of the China Mahogany Alliance said at the launching ceremony that “JD Mahogany Alliance will help manufacturers to leverage resources online and offline, better conform to market trends, expand their business and meet more customers’ demands.”