On August 22, e-commerce brand JD.com announced that the number of JD Plus members hit a milestone of 30 million registered members in July 2022, up 5 million since the end of last year. The rapid growth of JD Plus members has created a win-win for consumers, brands and JD.com.
JD Plus members, of which 80% are family users, are among JD.com’s most active and loyal users with strong consumption power. According to consumption data from JD.com, such members tend to purchase products related to “food, clothing, housing or transportation”.
After users joined the premium programme, the consumption amount and frequency increased by more than 150% and 120% respectively year-on-year. JD Plus members also made up nearly 50% of consumers during JD.com’s 618 shopping festival this year.
What’s more, JD.com recently rolled out a Plus Luxury membership program in July 2022. Registered members can receive coupons from over 300 official flagship stores of luxury brands, as well as premium services and exclusive VIP events. At present, JD.com is the first company to collaborate with nine top-tier fashion brands under the French luxury conglomerate LVMH.
During its second quarter, JD.com saw a large influx of partnerships from overseas brands. On May 6, luxury fashion house CELINE became the latest to join hands with JD.com and launched a flagship store on the platform. Other luxury and beauty brands setting up an online presence on JD.com included Maison Margiela, Maison Kitsuné, La Mer, MAC, Armani and Moose Knuckles.
To further enhance omni-channel retailing, JD.com’s Fashion and Lifestyle business was upgraded to a new format called “The J Shop”. In its push towards an all-encompassing omni-channel, JD.com launched an online channel on its app as well as offline pilot stores in cities such as Beijing, Shenzhen and Chengdu. The one-stop shop mainly focuses on young consumers and is meant to provide seamless online and offline experiences and interactive consumer activities.
Altogether, the growing number of premium members as well as the increasing presence of luxury brands on the platform indicates that JD.com has won trust from the industry as well as its 580 million active users.