JD makes eCommerce look easy on Bilibili

Although JD.com is already a leading eCommerce platform in China, its brand impression still focuses on the traditional digital and home appliance fields. In recent years, JD has made efforts to develop and expand new business segments, especially in the automotive sector.

Against this backdrop, on the 20th anniversary of JD and during 618 (one of China’s biggest shopping festivals), the brand’s provocation was to unite its various segments. JD chose Bilibili, a social platform with high influence and high concentration of its major segments.

618’s performance this year is booming, especially across JD’s key segments, and Bilibili has not only become a marketing battlefield for JD, but also an explosive place for brands to get to the heart of audiences’ desires and spending power. Much of the brand’s success typically comes from electronics and home appliances in the region, and the promotion of automobiles requires a much different gameplan. Bilibili’s diverse user base and rich offering made it an ideal platform for JD.

To best leverage 618, Bilibili and JD called together key figures on the platform to release UGC, utilising trending ‘topic words’ and using the brand’s long-term tags and showcasing the products native to their own content native way. The result was a roaring success for the brand, and JD enjoyed a booming 618. 350 million views of content topics were reported, and an almost 300 million exposure of hard advertising resources.