Zhong Guo Chan Ye Jing Ji Xin Xi Wang·2025-06-19 06:43Core Viewpoint - JD.com is aggressively expanding its home decoration self-operated brand, aiming to transform consumer experiences in the home decoration industry through a comprehensive offline and online strategy [1][4][5]. Group 1: Store Openings and Brand Strategy - JD.com opened its first self-operated home decoration brand store in Beijing on May 31, followed by another store on June 14, indicating a significant shift towards integrating its successful e-commerce model into the offline home decoration sector [1][3]. - The new self-operated brand matrix includes JD.DESIGN, Jingpin Windows, and Jingyue Heating, creating a comprehensive offering that covers hard decoration materials, customized services, and soft decoration [1][4]. - By the end of the year, JD.com plans to open its first physical store for the global home goods flagship store, 101HOME, in Shanghai, further solidifying its presence in the home decoration market [1]. Group 2: Promotions and Consumer Engagement - The opening of the new stores coincided with the 618 shopping festival, featuring significant discounts such as up to 50% off on self-operated package products and 6.18% off on the JD.DESIGN series [4][5]. - JD.com introduced an "official home配师" service during the 618 promotion, providing consumers with personalized guidance and cost-saving strategies, addressing decision-making anxiety during multi-category purchases [4][5]. - The company reported that over 1,500 customer groups visited the new stores within three days, with a signing rate of 110%, showcasing strong consumer interest and engagement [3][5]. Group 3: Supply Chain and Service Innovations - JD.com is leveraging its established retail infrastructure to enhance home decoration services, including next-day delivery and full-cycle tracking for large furniture items [4][5]. - A high-standard service system covering design, material selection, construction, installation, and after-sales is being developed to address consumer concerns about service reliability [4][5]. - The company aims to transform its construction personnel into skilled "industrial workers," improving service standardization and reliability in the home decoration sector [4][5]. Group 4: Future Plans and Technological Integration - JD.com plans to continue expanding its self-operated categories, aiming for comprehensive coverage of the home decoration supply chain [6]. - The company intends to create immersive shopping experiences that integrate home decoration, furniture, and home appliances, moving beyond simple product selection to a full-service experience [6]. - Future innovations include the launch of a 3D solution called "立影-美家," utilizing AR technology to enhance consumer experiences and facilitate a "try before you buy" approach [6].