JD teams up with Taihe Music Group and international liquor brands to bring entertainment online and drive liquor sales.
Budweiser, Rémy Martin, Carlsberg and Pernod Ricard has joined JD and Taihe Music Group in the online clubbing experience. It is the first time for these brands to join such a promotion, and they have seen great sales performance thus far.
During one of the live shows, sales of imported liquor from a single partner brand increased 70%, and sales of its whiskey products increased eight times compared with the same period on the day before. During another show, sales of beer increased by 40% compared with the same period of the day before.
Every week, the Chinese e-commerce company invites musicians and DJs from Taihe to hold a three-hour live show through JD Live and introduce liquor products which viewers can buy with a single click. The COVID-19 outbreak has caused many clubs and bars to shut down, which limits people’s choices of entertainment.
As a result, “online clubbing” and “online gathering” have become popular choices for fun-seeking people, especially among youngsters at their 20s. Online versions of other traditionally offline activities such as online travel, museum visits and theatre performances have also emerged.
Seeing the trend, JD decided to move the entertainment online and leverage these sessions to promote liquor products. By combining online shopping experience and entertainment, JD not only provides customers with a new way to shop but also drives sales for liquor brands which are impacted by the shutdown of offline channels.
JD will continue to leverage live broadcasts of music performance in clubs, live houses and even music festivals for products marketing, making it a long-term programme to enrich customers’ shopping experience. It will also open to other categories besides liquor.