JD and Tencent integrate their online and offline consumer behaviour data

Chinese groups JD and Tencent, specialised respectively in e-tail and social media, have forged even closer links by launching the JD-Tencent Retail Marketing Solution, integrating their online and offline consumer behaviour data.

Tencent's WeChat app is at once a social network, messaging app, dating app, payment app and more - AFP

In the recent past, JD and Tencent had already linked up their data bases, following an initial agreement in 2015. But the current agreement is broader in scope, as it includes integrating the offline data collected by JD, China's number two e-tail group, and its partner brands. The objective is to make promotions, coupons and other customer offers even more specifically targeted, and applicable both to online and in-store purchases.

"Supplementing JD and Tencent's big data with offline store information helps us paint a complete user profile, closing the loop across a fragmented Chinese retail landscape," said JD.com's Marketing Director Lei Xu. "After more than three years since we began leveraging our Tencent partnership, approximately one quarter of JD.com's users now comes from the WeChat and QQ apps (with respectively 650 million and 860 million active users at the start of 2017), which shows how powerful this cooperation is," added Lei Xu.

Last year, JD.com's sales were worth CNY372.3 billion (€49.5 billion), equivalent to a 46% increase. Income too grew at a fast rate, rising 44% and reaching €34 billion. And while revenue from product sales rose 42%, revenue generated by service sales leaped 66%.

According to information received by FashionNetwork.com, the offices the JD group will soon open on avenue George V in Paris are likely to become the group's European headquarters. Their inauguration will precede the opening of another office in London in 2018.

Translated by Nicola Mira

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