Dragon Boat Festival is a holiday observed annualy in China, dating back 2,000 years. It is a celebration of an ancient Chinese poet, and as is usual with Chinese festivals, a certain traditional food is eaten, in this case Zongzi, a rice dish stuffed with different fillings and wrapped in bamboo leaves. This year, on the first day of the festival, 47 tons of Wu Fang Zhai Zongzi were sold through JD.com. People in Northern China have tended to prefer sweet Zongzi while those in the South usually eat salty Zongzi with meat. Working with JD.com, Wu Fang Zhai was privy to JD.com’s research which revealed that many people have moved from Southern China to the North, and so now the salty Zongzi is gaining popularity there.
Wu Fang Zhai were thus able to adjust their marketing strategy and capture more of the Northern Chinese market. JD.com also advised Wu Fang Zhai on adjusting its packaging to appeal more to customers. Heavier boxes are more impressive to the Chinese, and the new Bamboo-made boxes weigh 500g more than the usual paper boxes and contain other foods, for instance duck eggs and duck meat. The new boxes were chosen four times as often as the traditional packaging.
Jing Zhang, Head of E-commerce at Wu Fang Zhai, said that JD’s knowledge of the e-commerce market and customer preferences, along with its supply chain expertise, has taken his company’s strengths to a new level, giving customers this year a better experience than ever before. JD.com has expressed how privileged they feel to be able to work with Wu Fang Zhai, such a highly regarded brand, to help assist the company to increased exposure and profit. Ordering through JD.com ensures that customers can rely on getting their orders of Zongzi on time before the festival and can choose exactly what type of Zongzi they want.