JD’s Thailand JV rebrands with focus on customer trust

It found that four in five customers still worry that the products won’t match the offer.

JD.com’s joint venture (JV) in Thailand, JD Central (JDC), is updating its branding with a new slogan aiming to expand beyond authenticity, to include guaranteed shopping satisfaction, the company announced in a press release.

The JV will also update its logo with a more modern design that aligns with the parent company’s branding, and will introduce a cartoon dog mascot called Joy, which it will share with JD.com.

Loosely translated from Thai, the updated slogan communicates the idea of “certain joy from a trusted expert in e-commerce.” JD noted that a few key pain points hold back the 92% of consumers that continue to make purchases either entirely offline or with a hybrid approach.

First, these consumers are afraid that the products won’t match the offer, with 79% of respondents indicating that they don’t trust online platforms. More than half, or 56-57%, also worry that products will be lost during delivery, and 39% worry that the product will be fake.

“We realized that here in Thailand, no company is actually capturing a fundamental component of e-commerce: trust and the ability for users to be in control. We wanted to strengthen our previous proposition of authenticity, which focused on the product, and expand to focus on the overall consumer experience,” said JDC’s Chief Marketing Officer Korlarp Suwacharangkul.