JD.com and China Green Foundation jointly announced a charitable project on August 11th, through which the e-commerce company will contribute RMB 1 yuan to the Foundation’s tree-planting plan every time an electronics product is ordered via JD’s trade-in service, starting from the 15th this month.
Cell phones, digital, home appliances and other electronic products are all included in this campaign. Consumers can recycle used devices for new electronics at favorable prices through JD’s trade-in program, and the aggregate orders will become the sum amount of donation from JD.com, funding the next spring’s planting of wolfberry saplings in Ningxia Hui Autonomous Region.
Chinese wolfberries are a specialty in Ningxia in north-central China and can grow in local deserts to shield sands and tame desertification.
Recycling e-waste has become an imminent task in China. An alarming estimation by the National Development and Reform Committee said that the amount of electronic waste in this country averages 100-120 million items a year and it will reach a peak of 137 million in 2022. This “1 Yuan Green Initiative” is concrete action from JD.com, as China’s leading retailer of electronic products, to combat the challenge.
Statistics also show that the power use of household appliances account for 11.3 percent of the national electricity consumption, and about 30 percent of residents’ carbon emissions come from household appliances.
Trading in a refrigerator can cut carbon emissions by 30 kilograms, according to the Beijing Green Exchange. Meanwhile, a tree can absorb an average of about 10 kilograms of CO2 per year, meaning one such trade-in order can save the work of three trees for a whole year.
To encourage carbon reduction from the consumer end, JD.com also introduced the “Green Impact Initiative” this May in which one million different kinds of products on JD.com now have been screened for environmentally-friendly standards and green-labeled, making it easier for the platform of over 580 million consumers to reach greener products.
by Xinyi Guan and Doris Liu
BOBBI BROWN, a premium beauty brand under Estee Lauder Group, kicked off business on JD.com recently, with an opening celebration on August 24 on JD’s Little Magic Cube, a marketing channel to promote new products.
During the opening period, the J Shop, JD’s fashion and lifestyle business, joined hands with BOBBI BROWN to bring high-value offers and provide consumers with 12 categories of beauty products covering base makeup, makeup remover, eye and lip products and more.
BOBBI BROWN is famous all over the world for its clean, fresh as well as fashionable nude makeup concept, and is deeply loved and sought after by Hollywood stars. In 2005, BOBBI BROWN brought the revolutionary trend of advocating the beauty of natural truth and diverse personalities into China, which has attracted and been recognized by female consumers in China.
“The presence of BOBBI BROWN has enriched the matrix of well-known cosmetic brands on JD Beauty,” said Tao Wang, General Manager of JD Beauty. “We hope to create new growth value for brand partners through JD’s authenticity guarantee, efficient logistics, full-chain service and immersive omni-channel experience, so that the two sides can work together to bring consumers a more diverse and high-end beauty consumption experience.”
The official arrival of BOBBI BROWN is the latest cooperation between JD.com and Estee Lauder Group. Previously, many brands of the Group have successfully launched on JD Beauty and achieved quality growth through various promotions.
With the unique mode of JD’s self-operation with brands’ official authorization, full-chain operation capability, and continuously upgraded personalized and exclusive services, JD Beauty has become a gathering place for consumers’ trusted beauty products.
At the same time, over 30 million JD PLUS members representing top-quality consumption power have also expanded new incremental space for upscale beauty brands such as BOBBI BROWN.
(guanxinyi3@jd.com; liujun215@jd.com)
The J Shop, JD’s fashion and lifestyle business, welcomed world-renowned bookstore chain from Japan, Tsutaya, on August 26, showcasing a roster of books, tableware, stationery, accessories and more to add lifestyle aesthetics to Chinese consumers.
Tsutaya, whose Daikanyama T-Site in Tokyo is deemed one of “The 20 Most Beautiful Bookstores in the World,” provides an experience space that integrates reading, shopping for books and creative products, dining and enjoying coffee. With the aim of proposing a new lifestyle, Tsutaya has opened physical stores in Shanghai, Xi’an and Tianjin in China.
The collaboration with the J Shop helps enhance Tsutaya’s omni-channel retailing. Besides the online store, JD Logistics also guarantees smooth services for Tsutaya’s consumers. During the opening, Tsutaya offers options of “ordering online and picking up in store,” as well as “ordering in store with delivery to your door step” in some areas to explore the click-and-mortar model.
As consumers continue to expect more from shopping experiences and scenarios, the J Shop has introduced many well-known collection stores such as MUJI and NITORI to enrich the business layout and better serve consumers who are looking for lifestyle and quality consumption. JD.com and Tsutaya are expected to work together in the fields of product selection, marketing, services and omni-channel integration to lead lifestyle consumption with a focus on aesthetics.
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