361° Kidswear Wins JD.com Partnership Pioneer Award, Opening a New Chapter in Cross-Border Retail

       On April 10, at the 2019 JD Supermarket Baby Carnival Strategic Launch Event, 361° Kidswear was awarded the JD.com “Partnership Pioneer Award,” reaffirming its close integration of resources, continuous innovation in marketing, and high-level collaboration in execution. It is reported that 361° Kidswear will also closely follow the trends of the “New Retail” era, adhere to a customer-centric approach, focus on the essence of its products, pursue multi-channel, seamless, and precise engagement, and continue innovating in product design, technology R&D, and brand marketing. The brand is set to further explore and promote high-quality growth in the children's apparel and footwear industry, thus opening a new chapter in cross-border retail.

Multiple Fields of Collaboration Make JD.com a Close “Ally” of 361° Kidswear

Reviewing the past year, 361° Kidswear has explored various directions in brand operations. In addition to managing existing stores with distinctive features, it has continuously optimized its channel structure, strengthened cooperation with e-commerce platforms such as JD.com and Tmall, and enhanced its influence and penetration across various consumer groups through integrated online and offline channels.

In terms of collaboration with JD.com, one highlight is the frequent interactions. In 2018, 361° Kidswear participated in multiple JD Flash Stores and Donglian campaigns, while also making breakthroughs in IP marketing—such as joining the Children’s Category Day during the Jurassic World movie release, co-creating the “Global Adventure Day” super IP event on June 21, participating in the “Wonderful Imagination Season” Dad, Where Are We Going? campaign, and launching the “Play Beyond Boundaries” themed day for Double 11—all achieving impressive sales performance.

Another highlight is the deepening of collaboration. In October last year, 361° Kidswear hosted a children’s fashion week themed “The Future is Here,” taking the bold step of organizing its first offline runway show. It also engaged in two cross-category collaborations: joining forces with Mattel, Nestlé, and M&M’s for a JD Flash Store, and teaming up with brands like Safeguard, Nutrilon, and Colgate for the Dad, Where Are We Going? campaign.

Through a series of collaborations with e-commerce platforms, 361° Kidswear maintained its rapid growth momentum from 2017, with its revenue accounting for 13.8% of the total revenue of the 361° Group, and a business valuation reaching 3.35 billion yuan. Additionally, after a year of collaboration with JD.com, the 361° Kidswear official flagship store achieved new growth: business scale continued to grow year-on-year by 54%, campaign traffic attraction remained strong with high output, promotional performance stayed at the top of its category and continued to break records, paid investment support was substantial and yielded high returns, and the brand boldly embraced innovation by joining Donglian, Flash Stores, IP Days, and other events. The store’s fan base rapidly increased by nearly one million.

From 1979% GMV Growth to 2183% UV Growth: The Advantages of 361° Kidswear

The data holds deeper insights.

Reviewing the 2018 collaboration between 361° Kidswear and JD.com, the data from the June “Global Adventure Day” campaign stood out the most, with GMV (Gross Merchandise Volume) growing by 1979% and UV (unique visitor) increasing by 2183%—far exceeding the several-hundred-percent growth rates of other collaborative activities. It is understood that on that day, JD.com reached a significant partnership with Universal Pictures to specially create the 621 Global Adventure Day.

So, how did 361° Kidswear leverage this opportunity to achieve such high-growth collaboration?

Resource Sharing, Innovative Marketing.During the JD 621 Global Adventure Day, 361° Kidswear partnered with the major IPs of Jurassic World 2 for a cross-brand collaboration, gaining massive traffic from the JD e-commerce ecosystem. At the same time, through precise alignment on WeChat Moments and the JD platforms, along with supporting activities like the 361° Kidswear x Jurassic World 2 offline pop-up store, the brand quickly captured a large number of high-quality consumers in a short period, creating several best-selling items and causing a stir in the industry.

Customer-Centric, Product-First.Unlike designs that lean toward adult styles, 361° Kidswear remains committed to the children’s sports brand route, infusing every detail of its products with the brand’s core values of “positivity, freedom, and authenticity,” allowing children to enjoy a free and comfortable childhood. This message is also conveyed through the design and layout of its offline stores.

While JD.com expands its leading edge with the C2M model, 361° Kidswear, as the recipient of the “Partnership Pioneer Award,” will continue to build a higher-quality flagship store for children’s apparel and footwear, using fresh and engaging marketing to connect with consumers, designing products that meet the needs of young users, and keeping pace with the pulse of technological innovation. The brand aims to fully integrate its online and offline service systems, delivering a brand-new shopping experience to users.