JD.com opens first JD Mall in Beijing, steps up offline retail push

by Song Jianan

JD.com has launched its first JD MALL in Beijing, expanding its offline retail footprint with the company’s largest store to date. The new mall, located along the city’s South Third Ring Road in the Dahongmen area, began trial operations over the May Day holiday.

Spanning 70,000 square meters across seven floors, the South Beijing store features more than 200 brands and 200,000 products, covering categories such as electronics, appliances, home décor, sports, entertainment, and dining. The total investment exceeded 500 million yuan (US$69 million).

Inside the JD Mall in Dahongmen, Beijing.Photo from CFP

Flagship zones for brands like Huawei and Xiaomi showcase their latest product lines, alongside interactive displays including AR smartwatch fittings and e-sports areas. Other amenities include themed coffee corners, personal care zones, bookstores, and play areas for children. Dining floors, currently unopened, are set to launch with the mall’s full opening on May 17.

JD is also planning a second Beijing location in the Shuangjing area, scheduled to begin trial operations later this month. The 50,000-square-meter store will offer additional categories such as electric vehicles, baby products, outdoor gear, and alcoholic beverages.

Offline retail has become a key part of JD.com’s strategy to integrate online and offline experiences. As of April 30, JD had opened 20 JD MALLs nationwide—primarily in larger cities—with several more under construction in Taiyuan, Wuhan, Shenzhen, Xiamen, Zhengzhou, and Tianjin. The company aims to expand to more cities over the next three years.

JD MALLs set themselves apart by highlighting technology. Stores include features such as naked-eye 3D screens, holographic projections, VR setups, and service robots. Digital price tags are synced with JD’s online platform, letting shoppers check real-time prices and promotions.

While JD hasn’t released performance figures for the Beijing mall, other locations have shown strong results. The Nanjing store recorded over 150 million yuan (US$21 million) in sales during its soft launch in March, and the Chongqing location has brought in more than 1 billion yuan (US$138 million) in sales since opening in 2024.

The two Beijing stores are aimed at different demographics: the South Third Ring Road location caters to families in southern Beijing seeking practical, cost-effective purchases, while the Shuangjing store targets younger professionals drawn to premium electronics and lifestyle products.

Still, Beijing’s offline retail market is highly competitive, and JD faces challenges from both established malls and newer players. High costs—including rent and labor—mean the company will need to prove that its tech-driven, omni-channel model can win over local shoppers and turn a profit.