Date
25 September 2017
Even people wide awake can't escape being jolted into consciousness by Suning's new gimmick. Photo: Xinhua
Even people wide awake can't escape being jolted into consciousness by Suning's new gimmick. Photo: Xinhua

Catch some zees and leave everything to Suning

Getting noticed in China’s online shopping market dominated by Alibaba and JD.com is hard in the best of times.

So, when Suning came up with some novel ideas to attract traffic, it got the thumbs-up for trying. Whether it will achieve the desired result is entirely a different matter.

As might be expected, the concept is tied to the World Cup, specifically to the fact that the matches are held just before daybreak when people are likely to be in a state of REM (rapid eye movement) sleep, the deepest stage of unwakefulness.

So to wake them up — at least those who care to watch the World Cup at those ungodly hours — the second-tier retailer is offering a, well, wake-up service.

How Suning’s recent tie-up with Spanish giant FC Barcelona might have inspired the idea is anybody’s guess, but the company is wasting no time making a splash on the football wave.

It does not stop there. From today, Suning will air replays of football matches in its physical stores, so even those wide awake cannot escape being jolted into consciousness.

In shops at prime spots, it might show live broadcasts. 

Who would have thought that midnight delivery of drinks and snacks will also appear on the menu of its shopping site?

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RA

EJ Insight writer

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