Today, the internet is buzzing with news from the tech world. The JD.com Tiangong Project Intelligence Bureau has officially been launched! Curious about what's behind this move, we dug deeper and discovered a secret document that hinted at this big event long before it was announced.
The Tiangong Project has become one of the most important technological initiatives for JD.com in 2017. Earlier this year, a 3D modeling contest was already underway, and the "Tiangong Intelligence Bureau" seems to be closely connected to it. After some investigation, we found out that this mysterious archive actually contains a wide range of AR/VR application cases from various brands throughout the year.
Once these archives were released, they not only caught the attention of the e-commerce and tech communities but also stirred up interest among many well-known brands. Now, let’s take a closer look at what secrets lie within the “Tiangong Intelligence Bureau.â€
I Found – The Mysterious Archive of the X-Ray Intelligence Bureau X
The “Mysterious Passage†has successfully entered the Tiangong Intelligence Bureau. What secrets did Messi and Eason’s “secret files†hold? Why did tech company leaders and industry experts suddenly start walking in a “trendy style� Let’s uncover the hidden story behind this intriguing project.
Wal-Mart Global Purchase
As you step through the sunflower-themed entrance, you can interact and discover Wal-Mart’s “AR Magic Shopping Tour.†In collaboration with JD.com, Wal-Mart joined forces for the 88 Shopping Festival, introducing an AR live broadcast shopping experience. This innovative approach broke traditional marketing boundaries, creating a new model for interactive content-driven marketing. The event added more diversity, youthfulness, and entertainment, helping to strengthen brand recall.
Tsing Tao Beer
The “Guardian†National Treasure was wearing football uniforms, and as you entered the pavilion, you saw the familiar Tsingtao Brewery. Tsingtao partnered with AFC on an AR marketing campaign. Over 20 different brand logos were collected, and users could scan them via the JD app. The AR feature made the user experience more intuitive, turning gameplay into a dynamic experience that restored the feeling of a real kick. This “AR Handheld Football Game†sparked excitement among fans.
Hafei
As a fan, seeing Messi as the “guardian†was enough to make me click in. The pavilion displayed Barcelona’s team tag and Hafei products, quickly opening the portfolio. Combining AI face recognition with AR technology and football elements, the creative headshot perfectly aligned with the brand, allowing users to engage with the brand concept. The influence of Barcelona’s spokesperson combined with cutting-edge technology led to a 350% increase in daily sales. Fans were thrilled, and the blue design of the pavilion matched the match-day vibe perfectly.
Baiwei Beer
Song Eason stood at the door, and the red music notes drew attention. Clicking on the portfolio revealed Eason Chan’s personally designed limited edition bottle, accompanied by his new song. The overall experience was smooth and engaging, with the note interaction being a standout feature. Limited editions and exclusivity brought a fresh feel to the collaboration between Budweiser and Eason.
French Ancient Red Wine
From the “Guardians,†it’s clear this is a red wine case. Inside the cellar-style pavilion, there are several sea chests—quite unusual. Scanning them via AR takes you into an underwater world, revealing beautiful scenery. Clicking around, you find clues that lead to interesting knowledge about the wine. Through multi-text explanations, the campaign made even less popular topics more engaging, turning the ocean view into a learning experience.
I Found – Technology and Brand Integration, 360-Degree “Play Throughâ€
This year, JD.com has taken brand integration to a new level. The use of brand technologies is no longer just about functionality—it’s fully integrated into marketing activities and resources, allowing technology to be “played through†completely. L’Oreal Group, Budweiser, Tsingtao Brewery, Jiang Xiaobai, and French Ancient Chateau are just a few examples of brands that have embraced this innovative approach.
These pioneering ideas align with current consumer lifestyles and have encouraged more brands to communicate with their audiences using the “black tech thinking model.†It’s reported that the Tiangong Project will further expand the application of AR/VR on JD.com, giving brands more freedom and creativity. The “Tiangong Intelligence Bureau†believes that future partners will bring various advanced technologies to the industry.
I Found – Tiangong Project 2.0 Is Now Live
From the recent AR+H5 panoramic battle report to the current review of tech case studies, the pre-warming for Tiangong Project 2.0 has clearly shown that JD.com is eager to bring the latest technology and high-quality content to its users. Working with brands, JD aims to make life more convenient and exciting.
The first phase of the Tiangong Project involved collaborating with top modeling teams globally to build a professional database. Now, Tiangong Project 2.0 is landing both technology and content, building a strong brand case base. The 11.1 AR+H5 Panorama Report and the “Architectural Archives Office†we’ve seen are just the beginning, showing JD.com’s commitment to bringing the best to its users.
It’s reported that this is just the start. I’m curious to see what surprises and big moves Tiangong Project 2.0 will bring next. We’ll keep watching!
Tiangong Project 2.0 Release Ceremony Organizing Committee Official Contact:
Contact: Wang Jie, Email: [example@example.com]
Contact: Shen Yu, Email: [example@example.com]
Click to learn more about JD.com’s AR/VR cases, visit the “ARVR Imagine Buy†channel on JD.com.
Click to explore more about the confidential archives inside the Tiangong Intelligence Bureau.
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