THE WHAT? Dada Group has announced a strategic partnership with JD.com and Innisfree through which, Innisfree will join the company’s O2O platform, allowing its customers to access Dada Now’s one-hour delivery service and transforming the AmorePacific-owned K-beauty brand’s logistical and order fulfilment capabilities.
THE DETAILS Under the partnership, Dada’s JDDJ will collaborate with Innisfree in product management, digital marketing, user operation and fulfilment optimization and, by joining JD’s Omni-Channel Program, Innisfree will integrate its offline store inventory with JD’s online inventory, meaning shoppers can order K-beauty products via the JD app, which will automatically identify the nearest store within three kilometres and dispatch the correct Dada Now driver to perform delivery.
THE WHY? Guangsen Mou, General Manager of JDDJ’s Fashion and Digital Electronics Business Department explains, “The era of micro e-commerce has arrived. One-hour delivery is no longer an outlier but the standard. This partnership will support Innisfree in achieving significant sales growth, while co-creating an effective on-demand retail model for beauty brands.”
“Online ordering and speedy offline delivery have become a new consumption trend widely adopted by an increasing number of consumers in China,” adds Terry Wang, General Manager of JD Beauty. “We are confident that this partnership will help Innisfree attract younger consumers who are willing to pay more for the speed of delivery and enjoy the convenience of purchasing and receiving their favorite beauty products with a single click.”