Responsible Consumption: JD and Costa Launch Co-Branded Coffee Cup

Responsible Consumption: JD and Costa Launch Co-Branded Coffee Cup

by Yuchuan Wang

J.Zao, JD.com’s in-house consumer goods brand, and Costa Coffee launched a co-branded reusable glass coffee cup earlier this month,, aiming to convince consumers to abandon disposable cups.

In recent years, the booming consumption of bubble tea, coffee and other drinks has resulted in the surge in the use of disposable cups.

The co-branded cup by JD and Costa is made of lead-free glass and is microwave-safe. To incentivize people to use it, in addition to standard discounts, J.Zao’s online flagship store is initiating a campaign where consumers who buy the cup will receive coffee coupons that can be consumed offline. Costa also offers big discounts for consumers using reusable cups to buy coffee in their coffee shops nationwide.

Through its J.Zao brand, JD is focused on developing quality C2M (Consumer-to-Manufacturer) products at competitive prices that can better meet the specific demands of Chinese consumers.

 

(yuchuan.wang@jd.com)

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