Chinese on-demand delivery platform Dada Group is beefing up its 415 Intra-City Shopping Festival, a sales event focused on quick delivery offerings taking place April 8-17, 2022. This year’s event will feature more than 150,000 offline stores participating across 1,700 cities and countries, the debut of Dada’s new autonomous delivery initiative and a co-hosting partnership with Chinese ecommerce giant JD.com.
The festival was launched seven years ago by JDDJ — the Dada-owned on-demand delivery service for retailers and brands — to mark its founding on April 15, 2015. This year, for the first time in its history, the event will run jointly on both JDDJ and the Shop Now platform, which integrates the on-demand location-based retail capabilities of both Dada and JD.com, which announced its investment in Dada in February 2022.
Among the retailers participating in this year’s festival are Walmart, CR Vanguard, Yonghui, Carrefour, Apple authorized stores and Sephora, offering up a range of products for on-demand delivery including groceries, electronics, home appliances, cosmetics, apparel, medications, flowers and more. Eight leading domestic and international brands also will participate in a Super Brand Day featuring special promotions on products from Yili, Mengniu, Unilever, Jinlongyu, Dove, Wyeth, Nestle and Chaoneng.
To reduce the expected pressure on delivery systems, Dada will put its new autonomous delivery service to use for the first time during the Festival.
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Consumers can participate in the festival through JDDJ’s mobile app or WeChat mini program and through the new “Nearby” tab on the homepage of JD.com’s mobile app, which facilitates customers’ access to offline stores nearby. Products that are labeled with the “Shop Now” indicator are supported by Dada’s one-hour delivery service, which has extended beyond fresh food and medications to include categories such as FMCG, electronics and cosmetics.
As with many other Chinese shopping festivals, the launch of new products will play a large role in the event. For example, JD Super, JD.com’s online supermarket business, will launch new dairy and beverage products during the event. Livestreaming, also a festival staple, will be a big component as well, with more than 10,000 stores planning to run livestreamed sales events on JDDJ.
