JD is to open a 42,000sqm physical JD Mall store in Xi’an at the end of this month, described as an “integrated consumption shopping centre”. 

The JD Mall takes up five floors and will offer around 200,000 SKUs from more than 150 local and international brands.  

While JD has been opened various store formats in Asia in recent months, the native online retailer says the new JD Mall concept stands out for its immersive customer experience. The Mall will feature 11 themed experience zones and 29 product interaction zones, such as a beauty salon, an audio experience area, a drone-testing space, and a massage area, creating “a multi-scenario and fun space for customers”.

The company hopes home-design services and home appliance package deals will attract customers into what it promises will be a seamless shopping experience from designing, product selection to installation and aftersales. Some products will carry two-hour delivery and 24-hour installation services.

Consumers will be able to purchase items in-store using a WeChat Mini Program by scanning the QR code, with JD delivering purchases to their doorstep. 

The mall will also feature the latest-generation technology such as holographic projection, VR equipment, an intelligent robot, a virtual live-streaming room and a transparent computer room.

“JD is continuing to provide different kinds of physical stores amid the growing trend in which customers pursue a high-quality and multi-store ecosystem, including JD E-Space, JD home appliance flagship stores, JD computer and digital stores and JD retail experience shops,” said a statement from the company. 

“This is also part of JD’s plan to promote its omnichannel operation and accelerate the industrial structure upgrading.”