Michelin has commenced online sale of tires in China in collaboration with the largest retailer in China, JD.com. JD.com has launched a Michelin flagship store on its platform. As an extension of the partnership between the two companies, Michelin and JD.com will integrate their offline automotive service networks. Customers who buy Michelin tires online through JD.com will be given priority at service networks like TyrePlus for fitment.
Michelin had begun its partnership with JD.com back in 2016. JD.com has partnerships with other tire manufacturers like Continental and Goodyear. The launch of the Michelin tire platform on JD.com marks the first time that Michelin has authorized an online platform to directly sell its tires to customers in China.
JD.com said that it has enjoyed “triple-digit growth” in tire sales 2018 and expects the reinforcement of its relationship with Michelin to further boost the sale of tires. Through this collaboration, Michelin will now gain access to over 300 million customers in the Chinese market.
The two companies are planning to carry out a “seamless integration” of Michelin’s TyrePlus service network with JD.com’s offline automotive initiative, JD Auto Service and plan to set a new benchmark of convenience for customers thorough this integration. This step is being taken as part of JD’s ‘Boundaryless Retail’ strategy, which means that customers should have the option of buying whatever they like at any time they like wherever they like through online or offline means.
JD.com said that the collaboration will mean that customers would be able to purchase authentic products while also adding that it has an unmatched logistics and warehousing network across China which will ensure that purchased tires are delivered to offline service centers for installation with the speed and efficiency that JD.com is famous for.
“JD.com understands that car owners require seamless integration of online purchasing and offline installation when they are choosing new tyres,” said Roc Liu, vice-president of Michelin China Investment Co., LTD. “With this e-commerce giant as our partner, we’re confident that this partnership will improve the entire tire purchasing experience.”
Lijun Xin, president of JD Life and Services, added that Michelin is known all over the world for making high quality tires which he felt sure would generate high demand from JD.com users. He felt that with the backing of JD.com’s premium e-commerce platform and its capabilities in boundaryless retail, which would also include the company’s offline auto parts franchise, the expansion of the partnership between the two companies would help consumers across China to connect better with the Michelin brand of tires and thus significantly improve the process of buying and installing tires.
JD.com launched its network of JD Auto Services outlets in September 2018, and has expanded both its online and offline portfolio for car owners in China.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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