Originally reported by The Paper on November 11, 2026.
JD.com is testing a standalone short-drama product called JD Drama Benefits Club, The Paper reported after learning of the test on November 10. The proposed model offers free episodes and aims to connect viewers with coupons and products featured in the shows, with JD handling delivery.
That shopping connection was not yet visible in practice. The Paper said its testing found familiar viewing features, including recommendations, playback-speed controls and watch history, but no corresponding link to buy products. JD had not responded by publication. Whether viewers will use the planned shopping features—and whether they will generate sales—remains uncertain.
The approach differs from that of rival Hongguo, which The Paper described as directing viewers to products through links to Douyin’s marketplace rather than handling fulfillment itself. JD’s plan would draw on its own retail and delivery operations. The company had previously recruited for short-drama operations roles and collaborated with Kuaishou on productions, according to the report.
The potential audience is large: citing third-party research, The Paper reported that China’s short-drama audience reached 851 million as of May 2026. East China University of Political Science and Law associate professor Zhai Wei told the outlet that using dramas as a shopping guide could extend JD’s e-commerce business, but questioned whether the company could sustain the investment and make the model work.
