06 Apr 2017

Clear and compelling proposition key to success

JD.com senior vice president Laura Xiong told World Retail Congress delegates this afternoon that a “distinctive and compelling” brand proposition is the key to success for retailers, as she outlined the expansion of the B2C company in China.

For JD.com at the heart of its offer is the “groundbreaking zero tolerance of counterfeit products”, which answers a major concern among Chinese consumers. The company is also able to fulfil 92% of home deliveries same or next day across China thanks to a bespoke logistics process.

Xiong said that this has created differentiation for the company and has enabled it to exceed customer expectations, another element she said was core to the company's meteoric rise over the past 13 years, since its formation.

Turning to social media, she said that following these mantras meant great social media advocacy, which she described as “priceless and contagious”.

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