JD Super boosts tea sales through live streaming

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.