SHANGHAI, China — Dada Group, China’s leading local on-demand delivery and retail platform, is pleased to announce that JDDJ, Dada’s on-demand retail platform and Nestlé China , the world’s famous food and beverage company, launched a live-streaming e-commerce events titled “Morning! #Nes-trition Day!” on March 7th . William Chen , Head of Grocery Retail Sales of Nestle China, Jun Jiang , General Manager of Commercial Growth Department at JDDJ, and Tian Xia , a Chinese Cuisine Master and a Council Member of the International Cuisine Master Association, attended JDDJ’s broadcasting room to introduce Nestlé’s nutritious breakfast menu together.
As a world-renowned food and Fortune 500 company, Nestlé aims to offer plenty of choices for coffee, milk powder, breakfast cereal, and condensed milk for consumers in China. Mr. Chen pointed out that Nestlé has been operating under the concept of “Good Food, Good Life” since its inception more than 150 years ago, providing high-quality and cost-effective products, especially nutritious breakfast for consumers.
In this broadcasting room, Mr. Chen introduced Nestlé products to online audience as the “Nestlé Nutrition Appraisal Officer” and explained how to start an energy day with a meticulously prepared breakfast. The host also introduced many Nestlé’s popular products and discussed about nutrition, balanced diet and applicable users together with Mr. Chen and Mr. Xia. When consumers placed online orders on the platform, the products were delivered immediately from JDDJ’s partnering retailer stores and consumers received their orders within one hour.
Mr. Jiang stated that JDDJ’s livestreaming e-commerce has cooperated with over 50 top FMCG brands and over 100 retailers. Consumers can watch and place order online, receive products within one-hour. The live broadcast helps retailers enrich sales scenarios and improve sales numbers, which is highly recognized by the market.
Dada Group and Nestlé China’s partnership began in June 2019. In September 2020, Dada Group and Nestlé China announced that they have expanded their strategic partnership to collaborate on a new data-driven retail model, under which Dada group would promote Nestlé China’s sales growth, brand marketing and user operation. Moreover, Dada Group also signed a category flagship cooperation agreement with Nestlé China, whereby Nestlé China would build as a “flagship” brand for the two categories of coffee and adult milk powder on JDDJ, promoting Nestlé China’s category penetration and sales growth.
Dada Group first piloted the one-hour livestreaming e-commerce in early 2020, where attendees could watch streams of various promotions on popular products, view demos, share feedback and make purchases in real time. Orders during the event were immediately sent out from a store close to the buyer (generally less than five kilometers away) and delivered by Dada riders within one hour. The innovative live-streaming e-commerce model helps Nestlé China connect the online and offline sales system, improve sales of offline stores, and bring a new sales growth driver to the O2O channel. At the same time, the broadcasting room reaches out young customers who are rarely covered by traditional offline channels, and has achieved significant sales results as it becomes a new engine for sales.
