The move comes in line with the brands strategy to open 300 home appliance flagship stores by 2025.
The new flagship store is unlike other typical home appliance stores – JD have introduced a number of initiatives that push the new flagship to go beyond retail. The prime example of this is the entertainment zone including in the store where customers are encouraged to try out products and can do activities such as cooking. Customers can also drive go-karts and pilot a drone to take photos.
“We are trying to create a relaxed environment that encourages customers to try things out and enjoy themselves in the process of finding products that meet their needs, instead of purchasing only based on a dry recommendation from a sales person.” commented Naiqing Tong, Head of the Bengbu Store.
The experience, entertainment based concept of try before you buy particularly appeals to the younger generation who are more interested in experiential retail than traditional methods of shopping.
