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-d -h -min -sec Experiential Marketing Ecommerce launches interactive mall with product interaction zones and holographic projections


By Shawn Lim, Reporter, Asia Pacific

September 16, 2021 | 3 min read will open a physical mall to showcase its omnichannel retail experience in Xi’an, China.


Consumers can place orders through the official WeChat Mini Program by scanning QR codes on each of the items

Why is opening a mall?

  • The e-commerce platform has noticed a growing trend where customers pursue a high-quality and multi-store ecosystem, including JD E-Space, JD home appliance flagship stores, JD computer and digital stores, and JD retail experience shops.

  • This is also part of JD’s plan to promote its omnichannel operation and accelerate the industrial structure upgrading.

  • In the first half of 2021, the transaction volume of JD’s E-Space in Chongqing increased 105% year-on-year, while the transaction volume of the opening day of the same type of store in Hefei, Anhui province reached RMB 166m yuan, and the traffic for both online and offline was over 1.2 million.

What are the features of the new mall?

  • The mall, which is 42,000 square meters and has five floors, looks to provide consumers with an immersive omnichannel shopping experience through 200,000 items from over 150 domestic and international brands.

  • Consumers can place orders through the official WeChat Mini Program by scanning QR codes on each of the items and JD will handle the last-mile delivery to their doorsteps through the company’s strong logistics infrastructure.

  • In addition to traditional categories such as electronics, home appliances and digital accessories offered in E-Space, the mall also provides items like home furnishings, smart healthcare products and auto accessories.

  • At the same time, the mall also offers one-stop home design services and home appliance package purchases, enabling customers to enjoy a seamless shopping experience from designing, product selection to installation and after-sales. A selection of products also supports 2-hour delivery and 24-hour installation services.

  • The mall also combines fashion and technology elements from design to experience as customers can enjoy tech devices and experiences including holographic projection, VR equipment, an intelligent robot, a virtual livestream room and a transparent computer room.

  • The mall will have 11 themed experience zones and 29 product interaction zones, including a beauty salon, audio experience area, drone testing and much more, making it a multi-scenario and fun space for customers.

From festivals to retail installations to unmissable activations, we examine the avenues open to marketers to reach consumers enjoying their newfound freedom in The Drum’s Experiential Deep Dive. Experiential Marketing Ecommerce

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