For the 16th year, the 18-day Mid-Year Shopping Festival which culminates on 6.18 has begun. This year, the online giant JD.com is focusing on social commerce and has launched WeChat group-buying in Hong Kong.
Engaging shoppers beyond discounts in mainland China
Last year, JD.com sold around CNY159.2bn (US$23bn) worth of products during the shopping festival. There are more than 50m products listed, including daily lifestyle products, and food and grocery.
This year’s event has a strong focus on driving engagement through social commerce, using existing customers to reach new. JD.com has allocated CNY500m (US$72m) for a nationwide city contest that requires participants to get their friends and/or family to engage with the retailer, retrieving virtual red packets of luck money. These can be redeemed for JD.com store credit during 6.18.
Group-buying on WeChat Hong Kong available
While 6.18 is long established, JD.com is only operating the event in Hong Kong locally for the second year. The retailer has increased promotions this year, introducing group-buying on WeChat Hong Kong and its online platform.
The group-buying (pingou) service will allow shoppers to purchase products at a significantly lower price than the single unit cost once they join or form their own shopping ‘team’.