Jingdong, or JD.com is China’s largest online retailer located in Beijing. It was formerly known as 360buy but became Jingdong when they changed their domain name in the year 2013. Jingdong earned their title as the country’s biggest Internet company by revenue. They offer a variety of products such as mobile phones, computers and electronics. But beginning December 22 of 2018, JD.com launched special sales promoting Hello Kitty-themed merchandise. A well-known and beloved character, Hello Kitty would make a great deal of profit. In order to sell to their consumers in China, Jingdong partnered with Sanrio who produced this character.
JD.com launched their Hello Kitty promotions through a variety of different brands on their website. This ranged in categories such as electronics, food, and other merchandise. This helped Hello Kitty to become a desirable product for the holiday season. JD.com also chose to sell gift boxes for a short time which featured both JOY and Hello Kitty, who were clothed in festive holiday clothing that one could buy on the website. They used different techniques in order to entice their consumers.
“Boundaryless Retail” focuses on the idea of promoting consumers to buy what they want when they want it. JD.com used this to their advantage, making an interactive photo booth in one of Beijing’s most crowded shopping malls. By taking pictures with the Sanrio characters, Hello Kitty and JOY, they are able to scan a code that can be used toward the online promotion.
This helped to spread the promotion of Hello Kitty products for the holidays. It was also useful for customers as they were provided with a shopping experience that was unique and interactive. Hello Kitty is not the first character to be partnered with for promotional advertisements. Refer to This Article for additional information.
In addition to Jingdong’s Hello Kitty holiday promotion, JD.com has also featured a number of popular characters from film, apps and more. Earlier in 2018, they partnered with LINE FRIENDS, an app that creates sticker characters for texting. They also teamed up with Warner Bros.’ Justice League to help promote the film’s launch in China. Jingdong has been a successful retailer who uses strategy to sell products to a wide variety of consumers, further proving that they are China’s largest online retailer.
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