Hello Kitty is one of Sanrio’s most popular characters, and for the holiday season, the beloved character will be appearing on different merchandise being sold by JD.com or as commonly known as Jingdong Mall, the largest online retailer in China. According to the company’s marketing department, they are planning to target more than 300 million individuals who are fans of Hello Kitty.
According to Jingdong Mall, a wide range of merchandise that uses Hello Kitty as a theme ranging from electronics, food, and a lot more will be discounted. There are also limited edition boxes that will be manufactured for the partnership between the two companies, featuring Hello Kitty dressed for the holidays. This special edition product will be released on JD.com’s online platform, and people are encouraged to get the item because of its limited availability.
Another promotion that will be sponsored by Jingdong Mall will involve people who are shopping in malls around Beijing. The e-commerce retail company will be setting up photo booths that would enable shoppers to take a photo with Hello Kitty. Then, a special QR code will be handed out to those who participated, which will direct them to the online promotion. JD.com is hoping that the photo booth that they set up inside Beijing’s largest malls will get the attention of the public, and will encourage them to shop at JD.com. See Related Link to learn more.
According to the company’s Head of Marketing, Jipeng Men, they are expecting that more than 300 million people will grab the opportunity to get the limited edition Hello Kitty merchandise that they will be putting on sale. He also added that Hello Kitty’s influence in China has become stronger, and the character is known by almost everyone.
JD.com also revealed that the partnership with Sanrio will be followed by other partnerships with several companies, which will allow them to bring the characters closer to their customers. They also enjoyed the idea of setting up a photo booth for an interactive experience to the public, and they are considering another similar promotion that would feature other characters. This is not the first time that JD.com had to partner with other companies to release limited edition merchandise, and they have already done it with LINE and Warner Bros last year.