JD launches on-line clubbing expertise with Taihe Music Group
JD works with Taihe Music Group and international liquor brands to bring entertainment online and promote liquor sales.
Budweiser, Rémy Martin, Carlsberg and Pernod Ricard joined JD and Taihe music group in the online clubbing experience. It is the first time that these brands have taken part in such a promotion and they have achieved excellent sales performance so far.
During one of the live shows, imported alcohol sales from a single partner brand increased 70% and sales of whiskey products increased eight-fold over the same period last year. During another fair, beer sales rose 40% over the same period last year.
Every week, the Chinese e-commerce company invites Taihe musicians and DJs to host a three-hour live show on JD Live and introduce alcohol products that viewers can buy with a single click. The COVID 19 outbreak has resulted in many clubs and bars being closed, which limits the choice of entertainment options for people.
As a result, “online clubbing” and “online meeting” have become popular options for people who want to have fun, especially among young people aged 20 and over. Online versions of other traditionally offline activities such as online travel, museum visits and theater performances have also emerged.
Given the trend, JD decided to put the entertainment online and use these sessions to promote liquor products. By combining the online shopping experience and entertainment, JD not only offers its customers a new way to shop, it also increases sales for liquor brands affected by the closure of offline channels.
JD will continue to use live music broadcasts in clubs, live homes, and even music festivals for product marketing and will make it a long-term program to enrich customers' shopping experiences. In addition to alcohol, it will also be open to other categories.
