The Jiangsu Football Super League, or “Su Chao” as it’s affectionately known, is capturing surging fan enthusiasm with a dynamic expansion of its fan engagement strategies. In a significant move to capitalize on this momentum, JD.com has officially launched the league’s first flagship store on its platform. Complementing this launch, JD.com is rolling out an ambitious promotion: 1,000 complimentary 100-inch televisions destined for the city that clinches the “Su Chao” championship.
The newly opened “Su Chao” JD.com flagship store offers a diverse range of merchandise that resonates deeply with fans. Shoppers can now purchase home jerseys representing all 13 cities across Jiangsu province, including Nanjing, Suqian, and Changzhou. Beyond team apparel, the store features coveted items such as “Tun Bao” (the league’s mascot) figurines, custom-designed cultural T-shirts, “Call Brother Nan” canvas bags, and commemorative refrigerator magnets, all crafted to celebrate the league’s unique identity.
JD.com’s apparel division is elevating the fan experience with its on-demand city jersey customization service, promising delivery in as little as one day, a testament to efficient logistics meeting passionate demand.
Data from JD.com reveals a significant surge in interest surrounding “Su Chao.” Since the league’s commencement, search queries for football-related items – including jerseys, cleats, socks, and goals – have more than doubled year-over-year. Suzhou has emerged as the top-performing city in terms of total transaction value for “Su Chao” merchandise, while Nanjing’s jersey sales have shown remarkable individual strength. In a striking demonstration of localized enthusiasm, Xu County has seen a six-fold increase in sales for football training vests.
In a move that amplifies the excitement, JD.com has partnered with leading television brands such as Hisense and TCL for the “JD.com Delivers 1000 100-inch TVs to the Championship City” campaign.
From now until July 30th, Jiangsu residents who search for “Su Chao TV Giveaway” on the JD.com app and purchase designated 98-inch or 100-inch televisions are eligible for a chance to win. Should their local team emerge victorious as the “Su Chao” champion, they stand to receive a refund on their television purchase, with a guaranteed minimum of 1,000 winners receiving this coveted prize, complete with complimentary installation.
Throughout the “Su Chao” season, JD.com users can discover additional benefits by searching “Su Chao” on the app, including exclusive deals on local specialty products.
JD.com’s supermarket arm is actively supporting the league by offering flash sales on agricultural products from the winning cities after each match.
The impact of “Su Chao” extends beyond sports merchandise, significantly boosting agricultural product sales on JD.com. Transactions for Jiangsu’s local produce have surged by 82% compared to the previous year. Specific items like Pingqiao Tofu from Huai’an, Huangqiao Sesame Cakes from Taizhou, and Yangzhou Fried Rice have seen a remarkable increase of over 1000% in sales. Meanwhile, Gaoyou Salted Duck Eggs, Nanjing Osmanthus Duck and Quail Eggs, and Hengshun Zhenjiang Vinegar have experienced substantial week-on-week growth of 350%, 261%, and 110% respectively, demonstrating broad consumer appeal.
JD.com’s delivery services have also seen a dramatic uplift, with order volumes across Jiangsu province experiencing a more than tenfold increase. Suzhou leads as the city with the highest number of delivery orders. Notably, crayfish and BBQ orders within Jiangsu province have also seen a surge of over 1000%.
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