May 21, 2021| JD Retail

Livestreaming, Short Videos, and Graphics to Further Boost 618

Hui Zhang

by Hui Zhang

JD.com announced it will focus on livestreaming, short videos, graphics and tests to enrich its content marketing for the ongoing 618 Grand Promotion at a kick-off event on May 20 in Beijing.

JD.com will invite more than 300 celebrities, and executives from nearly 600 brand partners to participate in various promotions through livestreaming during the promotion. The company will also create social media hastags in accordance with latest public trends, and invite KOLs and celebrities to create short videos to assist promotion. More than 1,000 professional buyers or KOLs from different categories will be invited to share their favorite products to bring more traffic to JD.com.

JD will hold two galas through livestreaming inviting celebrities to bring consumers the festive atmosphere of 618. Meanwhile, JD Live, the company’s livestream platform, will select high-quality products from 100 industrial belts to bring local high-quality products to JD’s consumers. Leveraging JD and WeChat’s strength, JD will offer livestreaming through 10 WeChat accounts.

The company will also create over 100 social media hashtags, and invite over 100 KOLs and over 100 stars to create promotional short videos to assist consumers in decisions-making.

JD will invite more than 1,000 professional buyers or KOLs to recommend products to consumers through pictures and product sampling. In addition, JD will also cultivate more than 1,000 KOLs from ordinal content-creators through various of motivation solutions.

“Livestreaming is like trees, short videos are like the jungle, and graphics are like the grassland. JD is coordinating the three aspects of content to effectively recommend more high-quality content to consumers thus to assist them to make shopping decisions,” said Guowei Zhang, head of JD Content Ecosystem Department.

“Various content can also provide an immersive shopping experience to consumers while allowing them watch, buy and play at the same time.”

(zhanghui36@jd.com)

May 18, 2022| JD Retail

JD Worldwide Launches Fresh Supermarket for Imported Merchandises

Doris Liu

by Doris Liu

JD Worldwide, JD’s cross-border e-commerce business, recently launched its Fresh Supermarket, offering customers fresh products from overseas including the United Kingdom, Germany, France, the United States and more.

A significant portion of those brands are sold for the first time through China’s online channels, such as American ice cream brands Ben & Jerry’s and Klondike, as well as Iceland, a British supermarket chain with an emphasis on frozen foods.

JD Worldwide has reached cooperation with Iceland Foods Ltd to jointly explore a more efficient and innovative cross-border e-commerce cooperation model, so as to enhance the overall richness of fresh products on JD Worldwide. The goal is to offer customers the quality consumption experience of “shopping around overseas well-known supermarkets without leaving home and buying all imported fresh food in one stop”, said a spokesperson of JD Worldwide.

Relying on JD’s advanced capabilities, JD Worldwide shares efficient and comprehensive integrated supply chain solutions with global fresh food brands. Cross-border fresh products have stricter requirements for supply chain and logistics technology due to their short shelf life and high loss rate. With JD’s nearly 80 bonded and overseas warehouses across the world and logistics services reaching over 220 countries and regions, the Fresh Supermarket on JD Worldwide is able to achieve direct sourcing from places of origin to guarantee product quality, and deliver the products from other countries to China’s bonded warehouses, then to consumers with full cold chain delivery.

Any international brand interested in building their business with JD in China can apply via https://www.jd.hk/cooperation_en or by emailing worldwide@jd.com.

(liujun215@jd.com)

| ESG, JD Retail

JD Supports Trade-in Service of Appliances in Drive Greener Business

Doris Liu

by Doris Liu

As a steadfast promoter of green consumption, JD.com has secured a leading position of home appliances in China not only by providing a wide range of products with superior full-service capabilities, but also by helping push forward the recycling economy in the form of trade-in services and more.

According to the National Development and Reform Commission, China’s household appliances ownership has exceeded 2.1 billion items, with an estimated scrappage volume of 200 million items in 2022.

A considerable number of families are still using home appliances that were bought during 2009 to 2011, when China had implemented trade-in policies to expand consumer demand and improve energy use efficiency. It is worth noting that air conditioners with a safe service life of 10 years are just entering the replacement cycle.

By replacing new energy-efficient products in a timely manner, safety hazards can be effectively eliminated and consumers’ energy expenses can be largely reduced as well. Data from the China National Institute of Standardization shows that the energy efficiency of air conditioners can drop by 40-50 percent after 10 years of use. Taking 1-HP inverter air conditioners as an example, new energy-efficient products can save nearly 40 percent of electricity compared with the old models which were manufactured 10 years ago.

JD has introduced a variety of stimulus steps to push consumers to replace appliances that are beyond their safe service life. For example, the trade-in service has been further simplified. Rather than following the industry’s valuation mechanism that is mainly based on product model and status, JD Home Appliances launched a one-price trade-in model in 2022, which allows customers to trade in their old appliances by selecting a specific product category. Each category has a fixed price, regardless of the product’s brand or status. The service has covered more than 95 percent of cities, counties and towns nationwide, and besides the subsidies for new purchase, customers also enjoy free dismantling and free transportation of the old appliances.

Promotions of energy-saving and emission-reducing products also help. Noting that the public’s consciousness of health and environmental protection has been strengthened with the demand for quality products, JD has also initiated rounds of promotions for energy-saving and innovative products.

The “2022 Air Conditioning Industry Trends Report” jointly released by JD Home Appliances and market consultancy All View Cloud shows that the domestic air conditioning industry retail sales in 2021 were down 1.2 percent year-on-year (YOY) at RMB 152.7 billion yuan, and the retail volume was down 8.7 percent YOY at 46.89 million items.

However, amid the overall decline, online sales of fresh air ventilation and air-conditioning integrated systems in 2021 rose 492.7 percent YOY at RMB 820 million yuan, said the report. JD.com’s sales of such products increased by more than six times YOY in 2021, as it had carried out an array of promotions and awareness-raising activities.

Through in-depth insights of the market, JD also provides brands with customers’ health needs to help the manufactures enhance R&D of the fresh air ventilation and air-conditioning integrated system, pushing for upgraded products.

JD Home Appliances has offered trade-in services since 2016, with more than 30 recycling categories such as large and small home appliances. According to the company’s calculation, the air conditioners, fridges and televisions with primary energy efficiency sold through JD.com in 2021 can reduce nearly 2 million tons of carbon emissions. Honored as the “Annual Influential Enterprise in Carbon Neutral Field” by domestic websites early this year, JD will continue to operate with the concept of cutting emissions through its businesses.

(liujun215@jd.com)