JD.com expands audience reach in HK in latest marketing push

JD.com is ramping up its investment in the Hong Kong eCommerce market by launching a limited-time service called “買貴就賠”. 

This is a continuation of the HK$1.5 billion investment announced in September last year to expand into the Hong Kong market. The investment focuses on product pricing, logistics subsidies, and service enhancements, with no set limit on long-term investment.

Speaking at today's press conference (24 March), Ken Yeung, general manager for the Hong Kong, Macao, and Taiwan markets at JD.com, said the brand has observed a shift in the purchasing behaviour of Hong Kong consumers towards seeking high-quality and reasonably priced products such as home appliances, cosmetics, and fashion items. In response to this trend, JD.com plans to intensify its investment efforts to provide a broader range of premium goods and more appealing discounts.

To address the concerns of Hong Kong consumers about possible overpayment, JD.com has launched the "買貴就賠" initiative across the city. Running from today until 30 April, customers in Hong Kong buying self-operated products such as computers, mobile phones, electronics, home appliances, furniture, snacks, beverages, cleaning supplies, personal care products, qualify for reimbursement if they find JD.com's prices exceed those of identical products on a designated local platform in Hong Kong.

After verifying the receipt of the product, customers can request a compensation request through JD.com's customer service. Upon confirmation, customers will receive reimbursement for the price variance.

Additionally, JD.com has launched the "總值百萬優惠券" initiative, where customers who spend a minimum of HK$188 on orders are eligible to enter a draw for a chance to win a HK$10,000 coupon. To attract new users, individuals from Hong Kong who download the JD.com app for the first time will receive an exclusive newcomer package worth HK$600.

Yeung told MARKETING-INTERACTIVE that the promotion does not have a set end date, and if consumers respond positively, extra offers might be provided. This strategy aims to benefit consumers, enhance local retail, and foster a culture of healthy competition.

To raise awareness about the initiative, JD.com has advertised it through out-of-home (OOH) ads displayed at Mong Kok MTR station.

“JD.com has always valued the consumer experience of Hong Kong users. With an increasing number of Hong Kong consumers showing a strong willingness to purchase high-quality mainland brands and cost-effective products, as well as a more diverse range of product demands, JD.com, leveraging its advantageous supply chain infrastructure accumulated over the years, will continue to expand its offerings to bring more abundant products, more affordable prices, and higher-quality services to Hong Kong consumers,” Yeung said.

“Especially regarding home appliances, which have always been a strong category for JD.com, we are confident in offering the lowest prices across Hong Kong,” he added. 

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To expand its presence in Hong Kong, JD Logistics, a logistics subsidiary of JD.com, has opened a new operations centre in Hong Kong, spanning over 10,000 square feet, to meet the growing demand for logistics services in the region.

Since its service upgrade in Hong Kong, JD Logistics has opened four operations centres in Kwun Tong, Kwai Tsing, Sha Tin, and Yuen Long. To increase coverage on Hong Kong Island, a fifth operations centre has been established in Chai Wan, with an area of over 10 000 square feet. Equipped with automated sorting equipment, the efficiency of the operations centre is expected to double.

Lin Ruibin, director of public affairs at JD Logistics, said: "The opening of our new operations centre in Hong Kong is not only a commitment to the local market but also an essential step in enhancing supply chain efficiency. The centre is equipped with advanced logistics technologies and automation equipment to ensure rapid delivery and precise management of goods."

"JD Logistics has been strategically positioned in Hong Kong for years, recognising Hong Kong's strong purchasing power and its importance as a key node in the Greater Bay Area. Since starting operations in Hong Kong a year ago, we have hired over 450 local employees and will continue to recruit more to meet business needs in the future," he added. 

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