Sales of JD Computer and Digital Store Increased 7 Times in One Month through Livestream

Sales of JD Computer and Digital Store Increased 7 Times in One Month through Livestream

by Rachel Liu

Ms. Zhiling Dou owns a JD Computer and Digital store in Hunchun, Jilin province in northeast China. As traffic in offline stores was hugely impacted by COVID-19, Dou started to do livestream on JD Live. Sales reached RMB 3.6 million yuan in July, which is more than 7 times her previous average monthly sales.

Dou has over 10 years of experience running her own business. She founded a computer sales company, and then opened a JD Computer and Digits store as a franchiser. The city of Hunchun borders Russia and DPRK, and before COVID-19, her store was even frequented by Russian customers, and monthly sales can reach an average of RMB 500,000 yuan. However, when COVID-19 struck, her store had zero traffic and no income. Thinking that her 12 employees are waiting for their paychecks, she decided to move her business online.

Dou is an energetic and outgoing person who is curious about new things. She led her employees to open accounts on Douyin and Kuaishou, but the results were not very satisfying. Because these platforms are primarily for entertainment, it’s harder for ordinary people like Dou to gain traffic without the help of celebrities.

As JD’s annual 618 Grand Promotion (June 18)  was coming, Dou opened a livestream channel on JD Live, and she was able embrace her advantages as a product expert to give viewers detailed introductions about product functions and answer questions. She has a great sense of humor, which seems to be an innate talent for many people from Northeast China, and her style of livestreaming soon became popular. For a while, Dou and her employees were doing livestreams for 10 hours a day.

Dou even sold her products to Xinjiang Uygur Autonomous Region in the northwest of China, over 4,000 km away from Hunchun. A customer from Xinjiang became a loyal fan of Dou’s livestreams. Every once in a while, the customer would come to her channel to discuss the newly launched digital products with her. Some customers also talk to her about their personal issues, such as relationship problems, hoping to get some advices. “To make friends with customers and help them solve their problems is how I gained their trust.” said Dou

Dou believes that although livestreaming has helped significantly increase the sales of her store, she would still put a lot of effort into running the offline store. The need to touch and feel products before ordering will not disappear, and the integration of the online and offline will provide a better customer experience.

 

(liuchang61@jd.com)

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