Omnichannel resonance explodes! JD Building Materials' Omnichannel Super Category Day sees total GMV surge over 100% year-over-year.

Source: Global Times

On 9 9, JD Building Materials concluded its Omni-Channel Super Category Day. Post-event data shows that total transaction volume across all channels grew by over 100% year-over-year (YoY), with online retail sales up more than 100% YoY, while offline channels including JD MALL and JD Electrical City Flagship Stores saw growth exceeding 150% YoY. This dual-channel growth further unlocked consumer demand for home renovation, demonstrating the momentum generated by JD's integrated omni-channel strategy in the building materials and home improvement sector.

Seamless integration of online and offline channels, with unified resources empowering holistic brand growth.

Unlike typical FMCG, building materials and home renovation purchases often require customers to "see first, try first, then decide." While consumers seek information and price comparisons online, they also expect to experience products in-store. This JD Building Materials Omni-channel Super Category Day breaks away from the traditional siloed online-offline marketing model by establishing a unified system that integrates "online discovery and customer acquisition" with "offline experience and conversion."

On the product front, we offer a curated selection of top-selling items with consistent availability, quality, pricing, and service across online and offline channels. Products are synchronized between the JD.com online mall and physical locations including JD MALL stores, urban flagship stores, and kitchen & bathroom specialty shops. Consumers can place orders online or visit stores to experience products firsthand before making a purchase decision, effectively reducing friction in the conversion process.

In live streaming, JD has built a diverse matrix featuring tech influencers exploring MALLs, Jingzhuan store hosts, and KA brand CEOs. The initiative connected stores across Beijing, Shanghai, and Tianjin (13 locations) with 8 leading building material brands, enabling over 100 stores nationwide to go live simultaneously. Real-world showroom tours and product demonstrations created authentic experiences that ignited consumer enthusiasm. The campaign achieved over 2500 million impressions, driving a year-over-year increase in live-streamed sales of more than 3 times.

On marketing resources, JD.com established a dedicated campaign zone on its main platform to ensure full-funnel exposure across search results and product detail pages. Offline, we collaborated with over 200 stores, leveraging screens in the atriums of 20+ JD MALLs, store atmosphere setup, and dissemination through thousands of community groups. This synchronized the campaign theme and core benefits from online to offline, creating a complete closed loop for partner brands that drives public traffic acquisition, private domain retention, and in-store conversion—reducing customer acquisition costs and amplifying the momentum of hit products.

Service experience upgraded: "Beyond delivery and installation, we handle debris removal too" to solve home decoration pain points.

For consumers, purchasing building materials is just the beginning of a home renovation journey. Products like smart toilets, ceiling heaters, and smart locks often involve multiple pain points—from removing old units and delivery to installation and debris removal. To address this, JD Building Materials' Omni-channel Super Category Day has upgraded its end-to-end service capabilities with a new "Beyond Delivery & Installation: Full Removal & Cleanup Included" offering. In partnership with leading brands, we now feature free delivery, installation, removal, and cleanup packages that complete the entire process in one seamless experience. During the event, orders with integrated delivery and installation services grew by over 80% year-over-year.

In addition, JD has increased subsidies for smart home trade-in programs to unlock demand for replacing existing home furnishings. During the campaign period, trade-in orders grew over 150% year-over-year. From integrated delivery, installation, removal, and cleanup services to trade-in subsidies, these initiatives not only lower the cost barrier for average households renovating their homes but also help partner brands build differentiation beyond products, driving dual growth in sales and service value.

As the home improvement market shifts from new construction to renovation of existing homes, consumers no longer base decisions solely on price. Product quality, ease of selection, and end-to-end service experience are now key factors. JD Building Materials' Omnichannel Super Category Day leverages data insights, omnichannel inventory management, a full-spectrum traffic matrix, and integrated delivery-and-installation services to provide brands with a complete solution—from co-creation and visibility, live-stream marketing, and offline experience spaces to fulfillment. This helps top brands tap into replacement demand in mature markets and growth opportunities in lower-tier regions, while enabling everyday consumers to find high-quality home goods at affordable prices.

In the future, JD Building Materials will continue to strengthen its omnichannel capabilities, collaborate with more brands, deepen co-creation of products, and upgrade home improvement support services. We will continuously unlock the value of our omnichannel model to help China's home improvement and furnishings industry achieve high-quality development.