by Yuchuan Wang

JD.com has launched real-name verification system for its online movie tickets booking business after the China Film Administration (CFA) announced that cinemas in “low-risk” areas are permitted to reopen beginning July 20^th.

“Before COVID-19, people purchased movie tickets anonymously on online booking platforms. Adding the real-name booking system requires us to upgrade our existing system and re-launch,” said Huimin Hong, head of JD’s movie business. “To ensure consumers can go see movies conveniently and safely, our technical team urgently developed the system in only three days.”

According to publicly available data, movie ticket sales for the month of July surpassed RMB 200 million yuan while sales for the first two days in August reached nearly RMB 100 million yuan. As of August 2^nd, there were 7,159 cinemas open, with a reopen rate of 63.09%.

(yuchuan.wang@jd.com)

by Rachel Liu

With the help of JD Super, JD’s online supermarket, Dettol held a series of targeted marketing campaigns on JD on July 30^th, and achieved a sales increase of 785% comparing with daily average sales of July in 2019.

Since the outbreak of the epidemic, customers have been putting more importance on disinfectants, and related products have been seeing great sales. During the event, new members of the brand increased 5 times comparing with the daily average increase in the last 30 days. The height of the disinfectant liquids sold in the promotion stacked together is equivalent to 33 Mount Qomolangmas. JD’s customer insights played a significant role in the planning of the campaign, which is targeted to mothers, as they prioritize the health of family members.

JD and Dettol made a series of short videos of family scenes to highlight the importance of disinfectant, and a gift box with an environmental friendly tote bag for mothers to use. A popular actress and a mother herself, Wei Qi, joined the livestream for Dettol on the promotion day, to share her experience of using disinfectant. The joint marketing campaign between brands and e-commerce platforms have proven to be highly effective.

(liuchang61@jd.com)

by Rachel Liu

German tire manufacturing company Continental tire held a Super Brand Day on JD on July 28^th. Sales of the brand on the day were 35 times its average daily sales over the last 30 days.

The Super Brand Day program is a special campaign designed for brands to significantly raise brand awareness, and increase sales in China. Continental tire has launched a series of promotions for consumers including coupons, buy four get one free, and limited crossover gift boxes with Bose smart glasses. JD also held a livestream for Continental tire on the day to increase brand recognition among customers. The livestream received over 880,000 views and over 600,000 likes.

Continental is the world’s third largest tire manufacturing company, and the largest automotive parts supplier in Europe. JD and Continental Tier formed a strategic partnership on 2017, and in that year, sales of the brand increased 150% y-o-y from April to December. JD has successfully helped Continental tire to break into the Chinese market. In 2019, the brand was awarded as the “2019 JD Retail Fastest Growing Brand”.

Apart from marketing events, JD also provided support on C2M, bid data and supply chain to better promote the development of Continental tire in the Chinese market.

(liuchang61@jd.com)

by Yuchuan Wang

JD Convenience Store is now open for franchising in Beijing, Shanghai, Chengdu and Jinan. In the future, JD will franchise its JD Convenience Store brand in more cities across China to empower traditional mom-and-pop stores and bring more quality products and services to consumers.

The franchise model requires unified design of stores that are 80-150 square meters, and a commitment to zero counterfeits. The franchised stores use JD’s cashier system and adhere to JD’s service standards.

In addition, JD will provide a series of professional services to the stores to help them lower cost and grow profits, services including smart location selection, operations planning and optimization, marketing and more.

JD Convenience Store is the offline innovative store brand under JD New Markets. It provides a one-stop solution to shop owners covering goods supply, branding, operations model and management.

As of now, JD Convenience Store branches have been opened in airports, railway stations, scenic areas, university campuses and highway service areas. In April, JD Convenience Store introduced its first in-store bakery in Beijing.

(yuchuan.wang@jd.com)