Joy Space JD Boundless Retail Pop-up

On January 18, 2019, “Joy Space JD Boundless Retail Pop-up New Year Goods Festival” opened in Xi'an. This boundless retail pop-up New Year goods festival responded to national consumption poverty-alleviation guidance, exploring new paths for social forces in poverty relief, carrying JD e-commerce poverty alleviation, industry empowerment, and brand promotion functions. Relying on JD brand strengths and distinctive resources, it promoted New Year goods online and offline, making the slogan “JD Once, Joy Home” ring through Xi'an. Besides Xi'an, from January 18–20 this 3-day festival also ran in sync in Beijing, Chengdu, and Fuzhou, showing nationwide over 40 distinctive poverty-alleviation products from Xi'an, Datong, Chongqing Tongliang, Chengdu Pidou, Fuqing and more—beef, tea, grains, liquor, drinks all covered. It both added New Year festive red atmosphere and practiced consumption poverty-alleviation policy. This festival perfectly fused traditional holiday bustle with JD modern tech, making cold winter surge with hometown, community, and festival warmth. Themed poverty alleviation and tech, it not only showed craft in store design highlighting Spring Festival elements and festive vibe, but also modern feel conveying youthful, fun brand ideas. Online marketing warm-up started in January via web media hot topics for massive exposure. The January 9 “New Year Goods Festival Red Packet Rain" online interaction spread virally via Moments and WeChat groups with over 50 million clicks.