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by Ling Cao

Ten Jingxi partners won awards at the JD 618 kickoff conference held on May 20 in Beijing. The partners, which include P&G, Unilever, Mondelēz International, Midea (its official Jingxi store) and more, have all cooperated with Jingxi to expand in lower-tier markets, providing customers with cost-effective products and services.

The awards cover different sectors, such as Top 10 omni-channel partners, new lower-tier market brands, industrial brands, fresh produce brands and supply chain partners.

Unilever has worked with Jingxi New Markets since 2017, with both parties expanding lower-tier penetration by opening new stores, pushing forward marketing innovation, product customization and more. By sharing these capabilities with small and medium sized local stores, they have enabled customers to purchase high-quality products from brands more conveniently. In 2020, Unilever has gained 60% sales growth YOY for the sales contributed from the partnership with Jingxi New Markets.

A domestic cotton wipes brand Chunzhisu has been named among the Top 10 industrial brands. When COVID-19 impacted the industry supply chain in 2020, causing the row materials price to increase by 50%-70%, Chunzhisu still kept its product quality by working with Jingxi to customize products during the hard time. During peak time such as 618 or Singles Day (Nov 11) Grand Promotion in 2020, Chunzhisu orders increased from 10,000 to 50,000 on a daily basis.

Another domestic fresh produce brand Huadefeng also won an award. The brand worked with Jingxi to build a direct-sales model from place of origin to customers, with daily sales volume reaching as high as 20,000.

A representative from Huadefeng said, “We will deepen our partnership with Jingxi, providing customers with delicious fresh fruits using fresh food supply chain capability.”

A representative from Jingxi said, “From the kickoff conference until June 20, Jingxi will provide customers with new entertainment channels, more worry-free services and higher-quality products with affordable prices, helping partners lower costs and improve efficiency, promoting healthy industry development.”

(ling.cao@jd.com)

by Ella Kidron

American multinational personal care brand Kimberly Clark was awarded as one of JD’s Top 10 sustainability partners at a 618 Grand Promotion (Jun. 1-18) kickoff conference held on May 20. In recent years, JD and Kimberly Clark have collaborated in products, supply chain and omnichannel, among other areas, promoting many productions which have been well-received by consumers in China.

Customer-to-Manufacturer (C2M) has been an important area of focus for both companies. Last year during 618, Kimberly Clark released its “Love the Planet” (爱地球) product series, which has a photo of an endangered animal on the packaging. Three disinfectant and personal hygiene products developed based on insights from JD and R&D tech from Kimberly Clark became blockbusters once being put on sale. JD Super has also adopted an omni-channel model with Kimberly Clark, connecting JD’s app with the brand’s offline stores, as well as baby and maternal stores, convenience stores, and other brick-and-mortar shops, realizing more speed and precision in the shopping and logistics processes.

Huggies, the maternal and baby products brand under Kimberly Clark is also an important partner of JD. A signature cooperation with the Huggies involved working with the brand to develop a paper diaper (disposable diaper typically made of paper and plastic) with enhanced aeration and softness that hug to the waist, making it more comfortable and convenient for babies to move about. Sales of the new product accounted for more than 70% of the brands sales on JD the day it went on sale. Huggies has already become a top diaper brand on JD.

JD and Kimberly Clark have jointly called on the public to care for the planet and wildlife and to embrace sustainable development. Ms. Bei Wu, general manager of Kimberly Clark’s business division in China, said: “Every species has their reason for existence and is an indispensable part of the ecological chain.”

During this year’s 618 Grand Promotion, JD and Kimberly Clark will take advantage of accumulated gains from the two parties’ long term partnership, and continue to focus on product, supply chain, marketing and omni-channel.

Meina Chen, sales manager of diapers and wet wipes in JD FMCG’s maternal and baby products department said: “Kimberly Clark is an invaluable part of the JD Family. Working with the brand, we have been able to provide consumers with new products and services, making their lives more sustainable and convenient.”

(ella@jd.com)

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)