Mar 16, 2020|

JD’s “Online-Clubbing” Drives Liquor Sales


by Rachel Liu

JD has teamed up with Taihe Music Group and multiple international liquor brands to bring entertainment online and drive liquor sales.

Budweiser, Rémy Martin, Carlsberg and Pernod Ricard have joined the program. It is the first time for these brands to join such a promotion, and they have seen great sales performance thus far. During one of the live shows, sales of imported liquor from a single partner brand increased 70%, and sales of its whiskey products increased 8 times compared with the same period on the day before. During another show, sales of beer increased 40% compared with the same period of the day before.

Every week, JD invites musicians and DJs from Taihe to hold a three-hour live show through JD Live, and introduce liquor products which viewers can buy with a single click. COVID-19 outbreak has caused many clubs and bars to shut down, which limits people’s choices of entertainment. As a result, “online clubbing” and “online gathering” have become popular choices for fun-seeking people, especially among youngsters at their 20s. Online versions of other traditionally offline activities such as online travel, museum visits and theater performances have also emerged.

Seeing the trend, JD decided to move the entertainment online and leverage these sessions to promote liquor products. By combining online shopping experience and entertainment, JD not only provides customers a new way to shop, but also drives sales for liquor brands which are impacted by the shutdown of offline channels.

JD will continue to leverage live broadcasts of music performance in clubs, live houses and even music festivals for products marketing, making it a long-term program to enrich customers’ shopping experience. It will also open to other categories besides liquor.