Giving gifts has been a tradition in China stretching back millennia. Traditionally, these are handed over in person. In the new world of e-commerce with websites, though, gift-giving often takes place by ordering a gift on JD.com and having it delivered to the recipient. There’s a problem with this, though. To send a gift to someone you need to know their mailing address. If you don’t know that you need to ask the person. This person will surmise that you want to send them a gift and then politely try to talk you out of it.
Jingdong created the “JD Gift” program to solve this unintended awkward situation. People can pick out the gift, pay for it, and put in the recipient’s name. JD.com will send that person a message asking them where to mail the gift. Jingdong enabled this by partnering with Tencent’s WeChat. Since the transaction has already been completed, the recipient won’t feel like they need to decline the gift. JD Gift is especially good for younger people who spend a lot of their time online. They often feel it’s awkward to hand over a gift to someone in person since they spend most of their socializing online.
In a JD.com survey, many younger people said that they didn’t want to risk having their gift rejected so they like to send e-gift cards instead of a traditional gift. JD.com users can now select to have a physical gift card sent to a recipient. This is especially useful since the annual Qixi Festival is coming up on August 7. Similar to “Valentine’s Day”, this festival is a time for partners to buy gifts for one another. This holiday is based on the folk tale “The Cowherd and the Weaver Girl”. How this story goes is that these two people meet and fall in love. However, this is forbidden and so each of them is sent to opposite sides of the heavenly river. On just one day a year, they are able to meet as a flock of magpies forms a bridge over the river. Learn More.