Providing gifts to others has been one of the longtime Chinese traditions. It is believed that providing gifts shortens the emotional distance between people. This also facilitates communication and creates a number of business opportunities. When providing someone with a gift, it is expected that gifts should be given to people directly. The advancements of technology has made providing gifts a little awkward. JD.com which is China’s largest retailer, is looking to eliminate the awkwardness by offering an app called JD Gift. This is a mini program that is embedded with the WeChat app which makes providing gifts very easy.
When ordering a gift online, a user can get the item sent to the recipient in a more convenient way. However, there is still some awkwardness with this option. If a person does not know the address of the recipient, the user will have to ask them for it. As a result, the recipient is likely to tell you that they are not interested in having a gift sent. With JD Gift, this won’t be an issue because the app makes it easy to find the exact location of the recipient. A gift giver just needs to select a gift from the selection of available items and make the purchase. Once the purchase is made, the recipient will receive a message telling them to provide their shipping information. Since the gift is already paid for, there is no need to refuse the gift.
The new JD Gift app is very appealing to the younger generation of Chinese consumers. According to 2018 statistics, there were over 600 million social media users and 30% of internet time spent was on WeChat. The age group of these users was between the ages of 26 and 35. Since most Chinese youth now socializes online, quite a few find it awkward to provide gifts online and therefore prefer to provide gifts through the new JD app. A recent survey conducted by JD revealed that 34% of users said that avoiding awkwardness was important when providing gifts. It also revealed that 28% of users preferred the app because it helped them increase their chances of avoiding rejection.
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