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China’s second largest e-commerce giant has launched a new after-sales format, JD Luxury Service, with the opening of its first bricks-and-mortar repair centre in Beijing. The move is seen as a bid to tap into the growing luxury sector in the country, aiming to “build an eco-system” that covers the entire life cycle of high-end goods such as handbags and footwear.
The new 1300 sqft shop, the first of its kind, opened its doors at Sanlitun district in Beijing and offers cleaning, repairing, maintenance, recycling and trading services for high-end products such as leather goods, jewellery, clothes, watches and clocks. JD.com aims to cash in on the as yet under-developed business model of after-sales services, with most luxury brands lacking specific service centres and skilled technicians that can offer repair and maintenance of their customers’ high-end handbags and shoes.
JD.com has been expanding into the luxury sector since 2017 when it first invested almost US$400 million to become one of the largest stakeholders in luxury e-commerce platform Farfetch, which hosts more than 1000 luxury boutiques and brands on its site and serves 190 countries. This was followed by the launch of JD’s own luxury e-commerce portal Toplife last year, which offers high-end domestic and foreign luxury brands with digital storefronts to directly reach out to Chinese customers, with a portfolio of more than 100 brands.