“New Retail” in Action – Issue 9

China’s e-commerce players go

big in brick and mortar – the case
of JD Home
Asia Distribution and Retail
Teresa Lam, Lucia Leung
September 2017
 An increasing number of e-commerce players now seek for new breakthroughs via
offline retail channels. Setting up brick-and-mortar stores and deepening integration
of online and offline (O2O) businesses become a key trend under the “New Retail”
regime. In September last year, e-commerce food brand Three Squirrels opened its
first physical store in Wuhu City, Anhui province and has attracted significant media
attention. This year, more e-commerce companies especially the leading players strive
to expand their offline presence and expand massively through franchising. JD.com’s
JD Home (京东之家) and Alibaba’s Tmall Xiaodian (天猫小店)a are two latest examples.
This article uses JD Home as a case study to illustrate the deliberate attempts of China’s
e-commerce players in tapping offline business.

JD.com to embrace brick-and-mortar strategies

In recent years, JD.com has been actively exploring the notion of O2O integration. It has
set up various types of brick-and-mortar stores in different business areas – from JD’s
service and distribution centers to smart products specialty stores and convenience
stores, and to the latest attempt – JD Home. Exhibit 1 shows the major offline initiatives
of JD.com.

JD Home at Wal-mart, Shenzhen

Photo source: Fung Business Intelligence

a
In August 2017, Alibaba Group announced to launch offline stores “Tmall Xiaodian” through franchising. Tmall Xiaodian
is reportedly an intelligent shop backed by Alibaba’s B2B platform 1688.com, which provides full business service and
digitalization for small retail stores in areas such as sourcing, logistics, marketing and other value-added services. All Tmall
Xiaodian stores will have access to the retail intelligent system of Alibaba’s1688 platform. Through the new retail model and
Alibaba’s powerful big data capabilities, Tmall Xiaodian will enable traditional retail stores to provide products and services
to consumers (B2C). Each Tmall Xiaodian store is different from one another in terms of store size and product mix. It is
expected that the number of Tmall Xiaodian stores will exceed 10,000 in China during 2017 fiscal year.

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 Exhibit 1. Selected major offline initiatives of JD.com

Since 2014, JD.com has started exploring the business opportunities in the
JD physical retail sector, with a hope to provide better sales and services on both
online and offline channels. Below are some of JD.com’s major offline initiatives:

JD Service Union (or Jingdong Bang) (京东服务帮) – JD.com has opened over
1,700 county level service and distribution centers in rural areas across China
since 20141. These centers provide after-sales services such as delivery,
installation and maintenance for customers.

JD Space (京东智能娱乐体验馆) – It is an intelligence experiential store jointly

established by JD.com and Beijing Dingxing Trading Company (北京鼎兴商贸
有限公司) in Solana Shopping Centre, Beijing in April 20152. The store serves
two major purposes – product exhibition and gaming. It displays over 100 types
of smart products, including smart health monitoring devices, smart bracelets,
smart home devices, smart watches and intelligent entertainment. Customers
can scan the product QR code and purchase online. The store also features a
video game area for customers to try out new games.

JD+ Smart Milk Tea House (京东JD+智能奶茶馆) – In May 2015, JD.com

opened a JD+ Smart Milk Tea House in Beijing3. The store is operated by the
“Smart Department” of JD.com. It displays smart devices and smart products
of JD.com and serves as a space to launch new products, road shows, and
experiments. In addition, the store also sells coffee and milk tea.

JD Convenience stores (京东便利店) – In April 2017, JD.com unveiled its plan

to tap the convenience store sector. The company plans to open more than one
million JD.com convenience stores nationwide within five years4. According to
JD.com, half of the planned one million convenience stores will be opened in
rural areas, and it targets to open one store in each village.

JD Mother-and-infant Experiential Store (京东母婴体验店) – In April 2017,

JD.com also announced to open 5,000 mother-and-infant experiential stores
nationwide, focusing on the tier 3 and tier 4 cities5. In the experiential stores,
customers will enjoy the same prices and promotions offered online. The
experiential store will also serve as a delivery center – it will deliver online
orders (limited to mother-and-infant products) to customers who live within 1
km distance from the store.

Other offline investments – In July 2017, JD.com made a strategic investment

in Qiandama (钱大妈), a fresh-produce community chain store operator6.
Founded in 2012, Qiandama has over 260 community stores selling over 500
types of fresh produce.

Source: Internet sources, compiled by Fung Business Intelligence

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 JD Home

Provide a “third living space” for customers

As part of its ongoing omni-channel push, JD.com set up its first JD Home store inside a Wal-
mart store in Shenzhen in June 20177. Positioned itself as "consumer’s third living space" outside
home and office, JD Home sells mainly innovative products with cutting-edge technology and
“lifestyle” products designed for smart living – including mobile phones, digital products,
computer and other 3C products (computers, consumer electronics and communication),
home appliances, books, stationeries and other smart products. Target customers of JD
Home are the post-80s and post-90s generations, who have unique and upgraded consumer
demand and consumption needs.

Additionally, a children’s playing area has been added to each JD Home store to attract young
family with kids.

Children’s play area Technology products

Photo source: Fung Business Intelligence

Adopt a franchise business model

JD Home adopts a franchise business model. Under such model, the investment of each JD
Home store is around 800,000 yuan, with a profit margin at around 8%8. Each store is backed
by JD.com’s big data, highly sophisticated supply chain capabilities, logistics and financial
services. With JD.com’s brand name as endorsement, franchisees will have more confidence
to operate and expand their businesses. Since the opening of the first JD Home in June 2017,
the number of JD Home stores has grown rapidly. According to JD.com’s website, there are
currently 22 JD Home stores across the country9.

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Leverage technology to enhance shopping experience

JD Home is also referred to as “JD 3C Offline Experiential Store”.

It creates new physical touch points and more customer interface
for JD.com to engage directly with customers. All of the JD Home
stores are equipped with cameras that can detect customer traffic,
length of stay, and perform analysis to predict customers’ buying
habits. When customers enter the store, the cameras will perform
face detection and recognition of the customers. The system will
use big data analytics to identify the persona of the customers and
group them into various categories, such as "workaholic", "science Face detection camera
and technology enthusiast", "home expert", etc. It will then show the Photo source:
recommended products for the customers on the screen based on Fung Business Intelligence
the persona of the customers or their purchasing history.

Product display area “Hot and trendy” products

Photo source: Fung Business Intelligence

Customers can make transactions by scanning the QR code of each product. They will be directed
to the related product page on JD.com. Customers can also choose to purchase the products
onsite. All payments can be made by cash, credit card, or Wechat Pay.

Unique product selection to suit the lifestyle-oriented customers

The size of a JD Home store is around 200-500 sqm and houses about 1,000 SKUs of products10.
All merchandise are sourced in-house and are picked and selected based on popularity, sales
volume and customers’ buying preferences in each location. The merchandise will regularly be
updated based on customers’ feedback. By leveraging big data analytics, all JD Home stores are
able to provide insights on category and product mix. All stores are stocked with recommended
categories and optimal number of suggested displayed products.

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 Box 1:

Who’s JD Home’s biggest competitor?

Brookstone, a 3C retailer founded in the U.S. in 1965 and acquired by Chinese private
conglomerate Sanpower Group in 2014, is seen as JD Home’s biggest competitor. Brookstone
has many similarities with JD Home, especially in product categories and business concepts.
Brookstone’s targeted customers are also the new millennials who were born 1980s onwards.
Brookstone hopes to provide a brand-new shopping experience for customers, and each store
is characterized by interactive, experience-oriented and robust shopping scenarios and. Indeed,
Brookstone has come up with a slogan – "Easy Surprise" – which tells customers that they can
find surprising innovations that make life easier in Brookstone.

The first Brookstone store in China was opened in Nanjing City in January 2016. Currently, there
are approximately 20 flagship stores in Sanpower Group's other retail brands, including 3C retail
chain Hisap and mobile phone retail chain Funtalk Telecommunications, located mainly in tier 1
and tier 2 cities such as Shanghai, Beijing, Hangzhou, Nanjing, Suzhou, Chongqing, Qingdao,
etc11.

Brookstone in Shanghai
Photo source: Fung Business Intelligence

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Comments and conclusions

It is clear that advancing from clicks to bricks and embracing O2O is one of the key
strategies of JD.com going forward. It has achieved some initial success in its O2O push
with the JD Home model – which combines the product display and experiential elements
offered in the offline stores with the extensive customer reach as well as wide variety of
products offered online. The franchise model also ensures scalability of JD Home.

We foresee that JD.com, as well as other leading e-commerce players will continue to
deepen their offline involvement to further consolidate their vast and all-encompassing
business ecosystems. The offline stores not only provide a place for customers to touch
and feel the products, but also serve as essential physical touch points to generate traffic
online.

Meanwhile, as Chinese shoppers nowadays continue to demand physical stores – to touch

and feel, socialize and ask questions, the need for e-commerce players to launch physical
customer touch points is imminent. The use of advanced technologies such as big data
analytics in both the online and offline channels enables e-commerce players to provide
seamless and personalized shopping experiences, thus creating a competitive edge over
traditional retailers.

Going ahead, we expect to see leading e-commerce players to come up with more new
O2O initiatives and innovative business models, which would be beneficial to their long-
term growth.

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 References

1 “JD Service Union”, JD.com, 31 October 2016.

https://www.jd.com/news.aspx?id=31158

2 Description on JD Space, Beijing Dingxing Trading Co.

http://shop.topct.cn/index.php/article-zhinengtiyanguan_jdspacetiyanzhinengyulehulianwangshidaio2oxinmoshi-i-50.html

3 “JD+ Milk Tea House”, JD.com, 8 May 2015.

https://www.jd.com/news.aspx?id=24217

4 “JD Convenience Store”, JD.com,11 April 2017.

http://mjbbs.jd.com/thread-78982-1-1.html

5 “JD.com to launch 5,000 JD Mother-and-infant Experiential Stores in 3 years’ time”, China New.com, 11 April 2017.

http://www.chinanews.com/it/2017/04-11/8195996.shtml

6 “JD.com behind Qiandama produce chain investment”, Inside Retail Asia, 6 July 2017.

https://insideretail.asia/2017/07/06/jd-com-behind-qiandama-produce-chain-investment/

7 “Walmart and JD.com Expand Strategic Cooperation: Companies to further integrate platforms, supply chains, and customer resources,

and launch the first annual JD-Walmart August 8th shopping festival”, JD.com, 25 July 2017.

http://ir.jd.com/phoenix.zhtml?c=253315&p=irol-newsArticle&ID=2288419

8 “14,800 SKUs at JD Home”, Retail-observer, 15 August 2017.

https://mp.weixin.qq.com/s/FDoUkCmroGCy-z-xjmIHfg

9 “Xiaomi and JD.Home’s New Retail strategies”, Linkshop, 19 September 2017.

http://www.linkshop.com.cn/web/archives/2017/387364.shtml

10 “14,800 SKUs at JD Home”, Retail-observer, 15 August 2017.

https://mp.weixin.qq.com/s/FDoUkCmroGCy-z-xjmIHfg

11 “3C Product Chain of Sanpower Group”, Sanpower Group.

http://en.sanpowergroup.com/content/details_39_521.html

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“New Retail” in action series:
Issue 1:
Alibaba proposes to privatize Intime
Retail Group – Key highlights and
takeaways

Issue 2:
Alibaba, Bailian Group Announced
New Retail Strategic Partnership -
Key highlights and takeaways

Issue 3:
Alibaba buys stake in Lianhua
Supermarket

Issue 4:
Bingo Box - The revolutionary
unmanned convenience store

Issue 5:
Rainbow Department Store - Pioneer
of “New Retail” and an O2O retail
enterprise through active transformation

Issue 6:
Going “fresh” and “experiential”
Part 1: Overview

Issue 7:
Going “fresh” and “experiential” Part 2:
Hema Xiansheng - leading the O2O
revolution in fresh produce

Issue 8:
Going “fresh” and “experiential”
Part 3: RISO of Bailian Group –
pioneering the future store concept

Issue 9:
China’s e-commerce players go big in
brick and mortar – the case of JD Home
Contacts

Asia Distribution and Retail

Teresa Lam
Vice President
E: [email protected]

Lucia Leung
Research Manager
E: [email protected]

Fung Business Intelligence

10/F LiFung Tower
888 Cheung Sha Wan Road
Kowloon, Hong Kong
T: (852) 2300 2470
F: (852) 2635 1598
E: [email protected]

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