JD Drives Liquor Sales with Its “Online-Clubbing” 


How China was keeping busy during quarantine? With nightclubs closed and music events cancelled, a number of DJs and clubs in China are turning to “cloud clubbing”


Coronavirus, how China was keeping busy during quarantine? Cloud clubbing is where people can watch live DJ sets and send in messages to give them the feeling that they’re in a club. And recently Beijing-based e-commerce giant JD.com has partnered withTaihe Music Group and multiple international liquor brands to bring entertainment online and drive liquor sales.

Budweiser, Rémy Martin, Carlsberg and Pernod Ricard have joined the program. It is the first time ever for these brands to join such experimental promotion, and they have seen great sales performance thus far, reported JD.com. During one of the live shows, sales of imported liquor from a single partner brand increased 70%, and sales of its whiskey products increased 8 times compared with the same period on the day before. During another show, sales of beer increased 40% compared with the same period of the day before.

How does it work this promoition? The answer is once again livestreaming. Every week, the e-commerce platform invites musicians and DJs from Taihe to hold a three-hour live show through JD Live, and introduce liquor products which viewers can buy with a single click. Novel coronavirus outbreak let many bars and clubs to lock down, which limited people’s choices of entertainment. As a result, “online gathering”  and “online clubbing” have become popular choices for fun-seeking people, especially among youngsters at their 20s. Online versions of other traditionally offline activities such as online travel, museum visits and theater performances have also emerged, said JD.

Seeing the trend, the company decided to support the entertainment online and leverage these sessions to promote liquor products. By combining online shopping experience and entertainment, JD not only provides customers a new way to shop, but also drives sales for liquor brands which are impacted by the shutdown of offline channels. Actually JD is making it a long-term program to enrich customers’ shopping experience. As the company said, it will continue to leverage live broadcasts of music performance in clubs, live houses and even music festivals for products marketing. It will also open to other categories besides liquor.




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