What: The store in X’ian was a pilot.

Why it is important: Many pure players are venturing into physical retail (see Amazon) but so far, they learn that physical retail is a job per se which can not be learnt along the way. Will it be different in China?

As we reported last year, JD.com has opened a department store in X’ian in September 2021 on a total surface of 42,000 sqm. It appears that this innovative venture, integrating all its existing business units (fashion, lifestyle, housewares). It appears that this is the first step in a national roll over, with new locations announced in Beijing and Chengdu, set to open this year.

Business is growing quite steadily, especially since the Chinese authorities have forced all retailers to open their platforms to all suppliers and not only approved ones.

JD.Com is expanding its department store network