May 24, 2021|
Kimberly Clark Awarded Sustainability Partner by JD
by Ella Kidron
American multinational personal care brand Kimberly Clark was awarded as one of JD’s Top 10 sustainability partners at a 618 Grand Promotion (Jun. 1-18) kickoff conference held on May 20. In recent years, JD and Kimberly Clark have collaborated in products, supply chain and omnichannel, among other areas, promoting many productions which have been well-received by consumers in China.
Customer-to-Manufacturer (C2M) has been an important area of focus for both companies. Last year during 618, Kimberly Clark released its “Love the Planet” (爱地球) product series, which has a photo of an endangered animal on the packaging. Three disinfectant and personal hygiene products developed based on insights from JD and R&D tech from Kimberly Clark became blockbusters once being put on sale. JD Super has also adopted an omni-channel model with Kimberly Clark, connecting JD’s app with the brand’s offline stores, as well as baby and maternal stores, convenience stores, and other brick-and-mortar shops, realizing more speed and precision in the shopping and logistics processes.
Huggies, the maternal and baby products brand under Kimberly Clark is also an important partner of JD. A signature cooperation with the Huggies involved working with the brand to develop a paper diaper (disposable diaper typically made of paper and plastic) with enhanced aeration and softness that hug to the waist, making it more comfortable and convenient for babies to move about. Sales of the new product accounted for more than 70% of the brands sales on JD the day it went on sale. Huggies has already become a top diaper brand on JD.
JD and Kimberly Clark have jointly called on the public to care for the planet and wildlife and to embrace sustainable development. Ms. Bei Wu, general manager of Kimberly Clark’s business division in China, said: “Every species has their reason for existence and is an indispensable part of the ecological chain.”
During this year’s 618 Grand Promotion, JD and Kimberly Clark will take advantage of accumulated gains from the two parties’ long term partnership, and continue to focus on product, supply chain, marketing and omni-channel.
Meina Chen, sales manager of diapers and wet wipes in JD FMCG’s maternal and baby products department said: “Kimberly Clark is an invaluable part of the JD Family. Working with the brand, we have been able to provide consumers with new products and services, making their lives more sustainable and convenient.”
Apr 18, 2024|
JD Super’s Ninth Annual “Baby Party” Campaign: Supporting Families with Newborns
JD Super, JD.com’s omni-channel supermarket division, successfully concluded its ninth annual “Baby Party” campaign, which ran from April 1st to 14th. Collaborating with leading brands from home and abroad, the campaign introduced new products and services designed to improve the shopping experience and reduce expenses for families with newborns.
Pioneering services included the “Fresh Milk Powder Express,” guaranteeing delivery of farm-to-consumer baby formula within 28 days, and the “Free Diaper Offers for Newborns” initiative, set to distribute one million diaper packs annually. Moreover, the “Life’s First Bottle” project significantly reduces the costs of high-quality milk bottles by offering them exclusively online at a 50% discount.
JD Super’s specialized after-sales services extend to over 90% of the company’s self-operated products, offering services such as free returns or exchanges. Another highlight was the introduction of the Chun Rui milk formula, developed in partnership with Feihe, a leader in infant milk production. This collaboration ensures top-quality products at better value for families.
Additionally, JD Super launched an online portal dedicated to public welfare activities, which promotes cost-saving measures, shares knowledge on baby care, and supports charity initiatives.
As part of its commitment to philanthropy, JD Super donated essential baby supplies valued at over one million yuan to 1,000 families in the economically disadvantaged Liangshan Yi Autonomous Prefecture of Sichuan Province, supporting local parents in this region.
The 2024 Report on Cost of Childbearing and Childrearing in China shed light on the challenges faced by parents, including limited free time and growing anxiety over rising costs and product safety. JD Super aims to mitigate some of these concerns by providing support to families nationwide.
Apr 11, 2024|
JD.com Bolsters Video Content Creation with One Billion Yuan Investment
On April 10, 2024, JD.com announced an investment of one billion yuan in cash incentives aimed at attracting a wider pool of video content creators and institutions to its platform. This initiative underscores JD’s commitment to leveraging the power of short videos and live streams in innovating the online shopping journey for its users and providing brand merchants with novel avenues for growth.
According to the “China Internet Audiovisual Development Research Report (2024),” 71.2% of surveyed users engage in online shopping through watching short videos and live streams, with over 40% identifying them as their primary channels of consumption. This trend underscores the growing influence of video content on consumer purchasing behavior.
JD’s approach to cultivating a vibrant content ecosystem is multifaceted. For individual content creators, the platform offers generous cash subsidies across more than 20 product categories, including electronics, home appliances, fashion, and health, to name a few. Creators who meet the platform’s recruitment criteria can receive weekly bonuses of up to 30,000 yuan, alongside additional incentives such as video playback subsidies and sales commissions.
On the institutional front, JD has established a separate five-million-yuan incentive program. Institutions that successfully onboard a significant number of influencers will receive generous monthly cash subsidies. JD will also provide one-on-one guidance and support to enhance these institutions’ operational effectiveness on the platform.
A key element is the prioritization of high-quality, original content. The platform intends to amplify the reach of such content through algorithms, traffic coupons, and other means, thereby ensuring a richer and more engaging shopping experience for its users.
In a bid to further elevate its content offerings, JD is also in the process of incubating top-tier influencers, with plans to cultivate 100 star influencers by year-end. This initiative builds on the substantial growth witnessed in JD’s content ecosystem over the past year, marked by a 300% increase for “trial + review” videos in key metrics such as orders, user base, and viewing duration. Notably, during the Singles’ Day Grand Promotion in 2023, JD’s video challenges initiative generated nearly 100 million yuan in transactions, showcasing the immense potential of content-driven e-commerce.
JD.com’s latest investment reflects its ongoing dedication to innovation and excellence in e-commerce. By fostering a dynamic and creative content community, JD aims not only to enhance the shopping experience for its users but also to empower creators and institutions with new opportunities for growth and success.
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