Entering August, JD.com’s new department store Tanabata privilege season ushered in a sales peak. During this privilege season, the number of participating brand merchants, the number of new products, and the innovative ways of playing have exceeded those in history. Among them, the number of beauty brands participating in the in-depth co-construction of the Qixi Festival has doubled compared to last year, bringing more rich and creative beauty products, holiday gift boxes and other good choices.
Not only that, in order to comprehensively increase the experience of beauty benefits, JD New Department Store also leveraged on JD Little Cube, Super Brand Alliance, Special Z and other marketing IPs to create exclusive theme venues, distribute trial gift boxes in 12 cities, offline pop-up stores and other innovations. The gameplay, as well as the exclusive engraving service for beauty that incorporates ancient poems and engravings, will share the innovative and warm Qixi Festival with the majority of beauty consumers.
DiversityMarketing IP Co-constructionPlus size beautyTanabatacourtesyexperience
During the Chinese Valentine’s Day gift season, JD.com has launched a special beauty show, bringing limited Chinese Valentine’s Day gifts and exclusive discounts covering domestic and foreign big-name beauty brands and cutting-edge beauty products. At the same time, JD New Department Store also cooperated with marketing IPs such as JD Little Cube, Super Brand Alliance, Special Wu Z and other marketing IPs to create a number of themed and scene-based beauty venues, such as the JD Little Cube Trend New Product Appreciation venue, the Super Brand Alliance Qixi Festival, Special items Z “Love will not end” theme activities and so on. Through differentiated themes, product selection, and layout, each venue selects top-notch beauty brands, trending new products, and trendy products, and provides consumers with practical gift selection guides, so that users of different ages and different consumption needs can be efficient. , Choose your favorite beauty products with ease.
In addition to a variety of special events, JD.com will also join hands with JD.com to create a romantic city parade for the Chinese Valentine’s Day, and distribute over 60,000 Chinese Valentine’s Day trial gift boxes in 12 cities including Beijing, Shanghai, Guangzhou, Shenzhen, Changsha, Chongqing, and Chengdu. Couples who go shopping holding hands can always encounter trial gift boxes from domestic and foreign beauty brands such as Shiseido, Clinique, Clarins, Pechoin, and Proya. In addition, there will be pop-up stores in 4 cities to create an exclusive romantic space for couples.
newestTraditioncultureTanabataGift boxes, ancient poems and lettering to create “newChinese” ceremony
According to data from JD.com, practical beauty and skin care products are the first choice for gifts on Qixi Festival. Compared with Valentine’s Day, 520 and other festivals, the Qixi Festival has a stronger sense of traditional cultural atmosphere, and the big-name beauty gift boxes incorporating traditional elements have attracted more and more consumers’ attention. At the same time, beauty customization services can also increase the romantic feeling of gifts. Jingdong New Department Store has an in-depth insight into the beauty consumption trend of Qixi Festival, and brings products and services with a more “new Chinese style” sense of ritual.
In terms of commodities, JD.com has teamed up with major beauty brands such as SK-II, Lancome, and ARMANI to bring beauty gift boxes for Chinese Valentine’s Day in various categories such as skin care, make-up and perfume. Among them, the SK-II Qixi Festival limited fairy water gift box is inspired by magpies, which is in line with the love legend of Qixi Festival, and interprets the theme of “going through thousands of sails, love you as always”; Lancome Qixi Festival gift box has added the traditional Qixi starry sky and galaxy elements to the shell design. , which means eternal love; the Armani gift box is inspired by “Cailan gifting peony” in “Book of Songs”, and the peony is designed on the gift box to convey thoughts. It can be seen that this year’s Qixi Festival beauty gift box has obvious innovations in packaging design and theme communication, and has carefully integrated more Chinese culture and aesthetics, changing from a straightforward expression of love to a subtle expression of affection.
SK-II Tanabata Limited Edition Fairy Water Gift Box, Lancome Tanabata Galaxy Limited Lipstick Gift Box
In terms of services, JD.com has in-depth insights into consumers’ emotional consumption and gift needs during the Qixi Festival, upgraded the exclusive engraving service for beauty makeup during the Qixi Festival season, and launched the ancient poetry engraving combined with the traditional cultural connotation of the Qixi Festival for a limited time. When consumers buy beauty products that support engraving, they not only support the engraving of names and exclusive gifts, but some products also support the engraving of classic ancient poems, etc., making the Chinese Valentine’s Day beauty gifts more unique and cultural.
From Shangxin’s traditional Chinese Valentine’s Day beauty gifts, to the launch of innovative and diverse interactive gameplay and personalized and emotionally oriented incremental services, JD.com has created a comprehensive and high-quality shopping experience for beauty consumers. The Chinese Valentine’s Day gift season of JD New Department Store is still in progress. Consumers can log on to the “JD New Department Store” channel on the JD APP homepage to purchase “favorite” Chinese Valentine’s Day beauty gifts.