JD.com Sets Up Offline Unit to Unify Omnichannel; Small Appliance Event Sales Up 90%
JD. com established an offline business unit in August 2026 to unify its omnichannel operations, integrating JD Wuxing Appliances, the home appliance and home furnishing omnichannel business, JD MALL, city flagship stores, and specialty stores. The company reported that its small home appliance omnichannel Super Product Day on August 20 achieved 90% year-on-year omnichannel sales growth and 260% growth in offline sales.
In August 2026, JD. com established an offline business unit to coordinate its omnichannel operations, bringing JD Wuxing Appliances, the home appliance and home furnishing omnichannel business department, as well as offline formats such as JD MALL, city flagship stores, and home appliance specialty stores under unified management. Stores, traffic, membership, supply chain, and services that were previously scattered across different business lines now operate under a unified rhythm. JD MALL and city flagship stores together exceed 210 locations, while home appliance specialty stores in counties and townships number more than 16,000. On August 20, JD. com held its small home appliance omnichannel Super Product Day. Data released by JD. com showed that omnichannel sales during this event grew 90% year on year, with offline sales up 260% year on year. During the event, online product detail pages provided a 'nearby stores' entry, allowing users to select a nearby store for product experience and receive corresponding coupons; the event page also featured 'store livestreams' for traffic redirection. At 8:00 PM on August 20, JD. com issued an 8.8% discount universal coupon covering small home appliance brands such as Ecovacs, Tineco, Midea, Supor, Philips, and Laifen, usable both online and offline. In addition, the event promoted multiple products through off-platform channels, allowing users to purchase online or follow guidance to visit nearby stores for experience. This omnichannel Super Product Day brought brand-specific activities to offline stores, with online channels handling product information display and offline stores hosting new product launches, scenario displays, livestream interactions, and on-site trials. After completing the experience, users could directly access delivery, installation, and rights explanation services. The event unified the schedules of the online main site, MALL, specialty stores, and Wuxing Appliances, with membership, traffic, display, and supply chain operating within the same system.