Finnair and JD.com, one of the largest online retailers in China, signed a memorandum of understanding on Thursday, and Finnair will be the first overseas airline to set up a flagship store on JD.com's travel service platform early next year.

By then, consumers can book Finnair flight tickets through JD.com. A membership and loyalty program will be launched, from which members' points between the two sides can be exchanged. The two also have established a long-term strategic partnership in air passenger transport and marketing promotion.

"Through this significant partnership, Finnair expands its online sales channels in China. In favor of rich users' data and technology advantage of JD.com, we are confident that Finnair will provide more Chinese passengers with comfortable and convenient travel experiences," said Juha Jarvinen, Finnair's chief commercial officer.

Back to 1988, Finnair became the first airline to fly directly from Europe to China. In May 2018, Finland's national carrier will launch direct flights between Helsinki and Nanjing, East China's Jiangsu province, as it continues to expand the network in China, especially in smaller Chinese cities.

Sun Feng, general manager of JD Travel, said the company is very happy to cooperate with Finnair. Through the integration of joint travel resources, the partnership will be an important step to fuel its growth in the global tourism market, he said.

"Those consumers who buy Finnair flight tickets may have other shopping demands, such as clothing and books, before they go traveling, and they can easily glance over the website of JD.com to satisfy their demand," Sun said.