JD Super boosts tea sales through live streaming
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Chinese online supermarket JD Super has used live streaming to achieve a 100-per-cent increase in tea sales.
During a recent tea festival, the JD subsidiary invited social influencers and experts to participate in live streams to promote a deeper understanding of Chinese tea among enthusiasts. More than 200 live broadcasts were hosted by intangible cultural heritage tea authorities and tea experts from major brands.
One popular video stream attracted nearly 70,000 viewers, generating sales of RMB300,000 (US$42,300).
“JD Super has strict standards for selecting tea and provides tea brands with support in big data, traffic and operations,” said the firm. “These act as the guarantor for Chinese consumers to access high-quality tea products on JD.com.”
The firm’s logistics arm JD Express has also developed a rapid supply chain solution for spring tea, including tea collection, packaging and delivery to tea gardens.
Questions & Answers
Q.What methods did JD Super employ during the tea festival to increase sales?
What methods did JD Super employ during the tea festival to increase sales?
JD Super invited social influencers and experts to participate in live streams. Intangible cultural heritage tea authorities and tea experts from major brands hosted over 200 broadcasts to promote Chinese tea among enthusiasts during the festival.
Q.What is JD Super's role in ensuring the quality of tea products for consumers?
What is JD Super's role in ensuring the quality of tea products for consumers?
JD Super has strict standards for selecting tea. It also provides tea brands with support in big data, traffic, and operations, which helps Chinese consumers access high-quality tea products on JD.com.
Q.Did the live streaming initiative generate significant sales for JD Super?
Did the live streaming initiative generate significant sales for JD Super?
Yes, live streaming helped achieve a 100-per-cent increase in tea sales. One popular video stream attracted nearly 70,000 viewers, generating sales of RMB300,000 (US$42,300) on its own.
Q.How does JD Express support the tea supply chain for spring tea?
How does JD Express support the tea supply chain for spring tea?
JD Express, the firm's logistics arm, has developed a rapid supply chain solution specifically for spring tea. This solution encompasses tea collection, packaging, and efficient delivery directly to tea gardens.
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