Sep 24, 2020|

JD’s Home Appliance Flagship Store in Nanjing Gets off a Flying Start


by Yuchuan Wang

From September 17th to September 21th, transaction volume of JD’s home appliance flagship store in Nanjing, Jiangsu province, exceeded RMB 50 million yuan. The store, with an area of nearly 10,000 square meters, opened last week in Nanjing’s Hexi commercial zone where the spending power of consumers is very strong.

High quality, technology-forward products are offered in the store, attracting many young consumers, whole 18 to 35 age group makes up 56.9% of the customer base. The average in-store duration for consumers is over 56 minutes. Sales of dryers and dishwashers are two times that of a typical home appliance store.

Haixia Mei, general manager of this store has observed four trends:

  • Consumers generally have higher interest in high-end and “cool” products. Dishwashers, washer/dryer combos and sweeping robots have become popular for consumers to try and buy. Consumers tend to pay an average of RMB 10,000 yuan (~US$ 1,467) for refrigerators and washing machines.
  • Consumers pay more attention to healthcare when buying home appliances and usually will buy two or more washers or dryers.
  • Consumers attach importance to service experience and many of them praise JD’s comprehensive pre and after-sales services such as the 30-day price protection policy.
  • The store is busier in the afternoon and evening so JD has extended the close time of the store to midnight.

Earlier this year, JD announced a plan to open 20 JD E-Space Experience Stores in first tier cities (large scale), as well as 300 home appliance flagship stores in prefectural cities on a one-city-one-store basis, and 5,000 stores in towns and villages by 2025.