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)

by Vivian Yang

JD 618 Grand Promotion, China’s largest mid-year shopping festival will involve extensive participation of more than 20 million people along the entire industrial chain this year, supporting each of over 230 brands to achieve over RMB 100 million in sales and 120,000 mid-and-small-sized merchants to double their transactions, as released by Chen Lin, head of the ecosystem business of JD Retail at the shopping festival’s kickoff event on May 20 in Beijing.

Chen Lin, head of ecosystem business of JD Retail

A number of supportive measures with the aim to lower costs and improve operating efficiency will be provided to JD merchants to help them prepare for the upcoming sales season, including simplified store on-boarding processes, dedicated customer service solutions with doubled efficiency, omni-channel marketing incentives, livestreaming and other channel expansion support in nearly 200 industrial belts and more.

JD will provide traffic support and reduce costs of commercial tools on the platform. In addition, JD Could will offer multiple discounts and promotional activities targeting small-and-mid-sized merchants during the shopping festival, helping them to bringing down operating costs and improving digital operation capabilities.

JD will continue to push omni-channel participation by more and more merchants on the platform. During the shopping festival, brands that participate in its omni-channel plan will receive virtual rewards worth up to RMB one million-yuan, and traffic rewards up of to three million UV as an example.

According to Lin, over three million brick-and-mortar stores across the country will engage in the JD 618 Grand Promotion, enabling on-demand consumption available in 1,400 counties and cities. These include JD’s own offline businesses such as 7FRESH, JD super electronics stores E-Space, JD convenience stores, JD Auto Service, as well as a number of traditional offline merchants ranging from drug stores, convenience stores, and flower shops, to car maintenance stores and more.

To create a fair and transparent operating environment during the peak time, JD’s anti-counterfeit system has been providing support to more than 400 brands worth over RMB 100 million yuan on the platform. Meanwhile, JD’s operating risk prevention system provides real-time protection that has helped businesses avoid more than RMB 1.2 billion yuan of losses in the past four months.

(vivian.yang@jd.com)

by Rachel Liu

Breitling, a Swiss watch brand founded in 1884, won a sustainable development partner award at JD’s 618 Grand Promotion kick off conference held in Beijing on May 20.

“We are impressed by Breitling’s continuous support of sustainability and environmental protection, which resonates with JD’s value of promoting sustainable development,” said Belinda Chen, head of JD Watch: “We look forward to work with this time-honored brand on more activities to share our joint value and make the world a greener place.”

Jojo Guo (third from left), representative of public relations at Breitling receiving the award

Breitling attaches great importance to sustainable development and decreasing the impact of its operations on the environment. Back in 2018, Breitling worked with U.S environmental organization Ocean Conservancy to support its work on eliminating ocean and beach pollution. In 2019, Breitling worked with sustainable clothing brand Outerknown to launch a watchstrap to show the two brands’ support of sustainable development. In 2020, Breitling also launched a watch box made of recycled bottles.

Breitling joined JD in mid-2020 under both the first party retail and third party marketplace models. During the 618 Grand Promotion (June 1-18) in 2020, sales of Breitling ranked in the top 10 among Swiss watch brands. The 2020 Singles Day Grand Promotion (Nov. 1-11) saw Breitling’s sales increase over nine times compared with the month before. This year, Breitling will also join JD’s 618 Grand Promotion providing discounts and coupons to customers.

(liuchang61@jd.com)