Union Comm Powers JD.com’s 618 Campaign with Strategic PR and Integrated Communications Across Hong Kong and Chinese Mainland

Union Communications Hong Kong Limited (“Union Comm”) proudly contributed to the success of JD.com’s 618 Mid-Year Shopping Festival, one of China’s largest annual e-commerce events, by delivering a full spectrum of public relations and integrated communications services across the Greater China region.

With the campaign spanning from May 30 to June 18, Union Comm developed a multi-channel PR strategy to promote JD.com’s “Quality + Value” proposition, amplifying its positioning as a trusted provider of affordable, high-quality products in both Hong Kong and Chinese Mainland.

Union Comm spearheaded localized press activities and consumer storytelling tailored to Hong Kong audiences. The company also helped shape external narratives around JD.com’s record-setting sales performance and service innovations in Chinese Mainland.

Through its multiple press materials, on-the-ground media relations, and content development across print, broadcast, and digital platforms, Union Comm successfully helped JD.com enhance its brand visibility in the Hong Kong market, build positive media narratives around quality, trust, and innovation, and deepen consumer understanding of 618 promotions, including cross-border delivery, local return policies, and real-time price tracking.

As a long-term communications partner of JD.com, Union Comm remains committed to supporting the company’s efforts in deepening its presence across the Greater Bay Area and beyond.