Zhang Yang

    nicolezyyy@163.com

    NVC Lighting and JD.com jointly launched a home furnishing brand, named Dong Dong, on Thursday, as an approach to provide one-stop online shopping catered towards young customers, according to a press conference held in Guangzhou on Thursday.

    Zhang Peng, president of NVC Lighting, said Dong Dong is a home furnishing brand led by high-end designers from across the globe. “It will provide customized design for users by encouraging online interaction between designers and users and making use of cloud data provided by JD.com,” he said.

    According to Zhang, customers’ needs may sometimes be neglected in a B2C (Business-to-Consumer) approach, which is why the company is dedicated to building a B2C2D (Business-to-Consumer-to-Designer) system, with designers working as a bridge between the company and its customers.

    Han Chun, general manager of NVC Lighting’s e-commerce department, said lighting will be a highlight of Dong Dong’s products, but it will also provide other kinds of home furnishings distinguished by good design and quality for customers. He added that Dong Dong’s products will be sold on JD.com and all of its products will have a five-year warranty.

    A 60-day crowdfunding project for a lighting set designed by Dong Dong’s chief designer Sebastian Conran — a British designer and a Red Dot Design Award winner — was launched on JD Finance on Thursday. The project had already hit its goal — raising 5 million yuan (US$727,802) — as of Friday, and the lighting products will be delivered to buyers by May. 23.

    According to Zhang, Dong Dong represents the integration of the traditional manufacturing industry and the Internet industry, which is a brave exploration aimed at creating a cross-industry ecosystem combining NVC Lighting’s design and global supply chain with JD.com’s Internet platform and delivery system.

    Founded in 1998, NVC Lighting has become one of the leading lighting companies in China. Currently, the company has five main production centers, two R&D centers, 3,000 distribution outlets and 36 regional operating centers across the country.