Covid-19: JD.com takes clubbing online for self-isolators

China – E-commerce giant JD.com is collaborating with a series of alcohol brands to create a virtual nightclub experience for self-isolators.

Each week, JD.com will host a three-hour show with musicians from local record label Taihe Music, allowing people in isolation to enjoy a virtual night out.

Elevating the experience, a series of alcohol brands including Budweiser, Rémy Martin, Carlsberg and Pernod Ricard, are offering alcohol deliveries tied to the service – and have already experienced an increase in alcohol sales of almost 70% and 40% during some shows.

Launched to combat the negative impact of staying inside for long periods, the project is intended to continue as a long-term programme to enrich JD.com’s retail experience, with plans to open up the offering to categories beyond liquor.

‘By combining the online shopping experience and entertainment, JD not only provides customers with a new way to shop but also drives sales for liquor brands that are affected by the shutdown of offline channels,’ says Rachel Liu, a spokesperson for JD.com.

With brands and consumers feeling challenged by the impact of Covid-19, concepts such as this highlight the potential for live-streamed retailtainment.