JD opened its first home appliance flagship store in Bengbu, a fourth-tier city in Anhui province, a move that is in line with JD’s strategy to open 300 home appliance flagship stores in prefectural-level cities on a one-city-one-store basis by 2025.
Sales in the store reached US$6.6 million between 28th August to 14th September, making it the city’s most popular home appliance and electronics shopping place.
Unlike traditional home appliance stores, JD’s new store in Bengbu aims to go beyond retail. The store will also include entertainment zones for testing the store’s products through activities like cooking, driving go-karts, piloting a drone to take photos, and more.
“We are trying to create a relaxed environment that encourages customers to try things out and enjoy themselves in the process of finding products that meet their needs, instead of purchasing only based on a dry recommendation from a salesperson,” said Naiqing Tong, head of the Bengbu store.
The test-before-purchase concept is consistent with the consumption philosophy of younger generations today, and has resulted in a customer base of mostly people in their 20s, Tong said.
In addition to a unique experience, the store also offers reasonably priced products ranging from high-end home appliances, to more affordable options including refrigerators and washing machines under US$147.72, and more.
JD provides full refunds within 7 days, or within 30 days for valid complaints, ensuring a best-in-class customer experience.