Apr 13, 2020|

Lixil Launches Flagship Store on JD.com


by Rachel Liu and Tracy Yang

Lixil Group, the water and housing products giant, launched a flagship store on JD.com on April 9th, announcing the collaboration through an online signing ceremony.

This is the group’s first online store that integrates four of its leading brands, namely GROHE, American Standard, INAX and Lixil Kitchen. The store selected a total of around 150 popular products and sets from across the brands covering shower, ceramic bathroom products, bathroom cabinets, and others to provide one-stop kitchen and bathroom decoration solutions for Chinese consumers.

Lixil Group, the water and housing products giant, launched a flagship store on JD.com

During COVID-19, Chinese consumer demand for high-quality home products has increased in-step with spending more time at home. JD data indicates that demand for health, wellness and smart home products are on the rise. GROHE, INAX, and Lixil Kitchen have all chosen the flagship store for the online debut of their new products for the China market. On opening day, American Standard provided the most competitive prices for customers who are members of JD PLUS, JD’s premium membership program. Lixil’s professional designers will also provide free design solutions for JD customers.

The cooperation with Lixil Group significantly enhances JD’s offering for mid to high-end smart kitchen and bathroom products. The partnership is also beneficial to JD’s home decoration supply chain, providing one-stop solutions for its customers. Lixil group will provide an overall solution that can better meet the complex needs of high-end customers.

In the future, JD and Lixil Group will deepen cooperation in digitization, omni-channel solutions, empowering offline stores and C2M (Consumer-to-Manufacturer) products.

The market outlook for home decoration is strong. China’s home decoration market is expected to reach RMB 3.2 trillion by 2023, and Chinese consumer demand for high-end home decoration products is on the rise.



liuchang61@jd.com; tracy.yang@jd.com