Omnichannel fulfilment, or how to succeed in on-demand retail in China

End-to-end integration and partnership are key to success in China’s growing on-demand retail space; JD.com’s Kelly Dawson and Dada Group’s Mary Ma outline how.

Why it matters

On-demand retail in China, especially in the supermarket segment, is poised for explosive growth as consumers increasingly expect fast and convenient service. But to meet this demand, better online-offline integration across supply chain management, marketing campaigns and fulfilment are essential for a seamless customer experience.

Key insights

• A successful omnichannel approach is not achieved simply by layering new channels on top of existing channels, but by taking a holistic multi-channel approach to integration.
• Consistently fast delivery service is key to building trust and loyalty in the on-demand retail space.
• Brands can also opt to collaborate with platforms on tailored “flagship” products or even new brands, to boost market penetration and sales.