85 Coffees and a Lifetime of Gratitude: A Cross-Border Gesture That Touched JD Employees’ Hearts

Posted on by Vivian Yang

On April 25, a special order at JD.com’s omnichannel supermarket 7FRESH Yicheng Jingyuan store in Beijing captured the hearts of employees and leadership alike. An anonymous overseas customer purchased 85 cups of coffee, dedicating them to JD.com’s founder and chairman, Richard Liu, and all JD employees, along with a heartfelt message of appreciation.

An Anonymous Order from the “Coffee Knight”

In the order notes, the customer – a Chinese JD user living abroad, praised Richard Liu’s dedication to advancing China’s e-commerce industry: “With this cup of coffee, I want to salute your years of leadership and commitment to social responsibility.” The note also extended warm wishes for JD’s future success: “May JD reach new heights and shine brightly in the global market.” Thoughtfully, the customer added, “No need to contact me for delivery—and yes, the delivery heroes deserve a coffee too!”

The 7FRESH team acted swiftly on the cross-border gesture, ensuring the coffees reached JD’s frontline heroes—delivery riders, couriers, customer service representatives, and store pickers.

The story quickly spread across the company, with employees affectionately dubbing the sender the “Coffee Knight.”  In response, JD officially thanked the sender by gifting them a lifetime JD PLUS membership, paying the kindness forward.

This exchange—85 coffees from a caring stranger and JD’s gratitude in return—epitomizes JD’s core values: putting people first and fostering a culture of mutual respect. It’s a reminder that kindness transcends borders and inspires us all.

JD’s Commitment to People: A Broader Mission

This heartwarming moment aligns with JD’s ongoing efforts to support its workforce and partners. On February 19, JD.com announced that starting on March 1, 2025, it will provide full social insurance for all full-time delivery riders, and accident and medical insurance for part-time riders, making JD.com the first major Chinese delivery platform to offer such comprehensive benefits. Additionally, JD Food Delivery introduced year-round zero-commission policies to attract high-quality restaurants, ensuring better, safer meals for consumers.

The momentum speaks for itself:

  • March 24: JD Food Delivery hit 1 million daily orders—just 40 days after launch.
  • April 15: Orders surpassed 5 million daily.
  • April 21: JD published An Open Letter to All Delivery Riders, pledging to protect riders’ rights to cross-platform flexibility, and planning to expand full-time hires from 50,000 to 100,000 in three months. The same day, Richard Liu took to the streets of Beijing to personally deliver orders, capturing widespread public attention and earning strong support.
  • April 22: JD Food Delivery reached 10 million daily orders and is now serving 300,000+ restaurants across 166 Chinese cities.

A Ripple Effect of Goodwill

From the Coffee Knight’s thoughtful gesture to JD’s deep commitment to its workforce, this story shows how small acts of kindness can inspire greater change. At JD.com, we believe every act of goodwill deserves sincerity, and together, we can build a warmer, more connected world.

 

(vivian.yang@jd.com)

From Premium Care to Smart Tech: Key Takeaways from JD’s 2025 Pet Industry Report

Posted on by Vivian Yang

As pet ownership in China continues to evolve, JD.com’s Consumption and Industry Development Research Institute, in collaboration with JD Pet, has released the 2025 Pet Industry Consumption Trends Report. Combining consumer behavior data, a survey of 1,000 pet owners, and expert interviews, the report highlights significant shifts in how pets are integrated into daily life—and how brands can meet the growing demand for premium, personalized pet care.

Pets as Life Partners, Not Just Companions

The report reveals that pets are no longer just animals living alongside their owners—they are now considered family members. Nearly 60% of pet owners include their pets in long-term life planning, while 58.5% create dedicated spaces for them at home. Additionally, 41.1% prioritize “pet-friendly” communities when renting, signaling a shift toward pet-inclusive lifestyles.

Humanization of Pet Care Drives Premiumization

The emotional bond between owners and pets is growing stronger, with 58% of respondents considering their pets as family members and 29% of respondents considering them as intimate friends. This trend fuels demand for human-like care, including pet fashion (25.6% purchase outfits) and professional photography sessions. Notably, 85.5% of owners cite emotional support as a key reason for having pets, and 61.5% are willing to pay for products that enhance their pets’ emotional well-being.

Specialized Nutrition and Smart Pet Tech on the Rise

Pet food preferences are increasingly personalized, with senior dog food sales surging 87% year-over-year. Wet pet food sales are also gaining popularity, up over 260%, while 80% of owners now mix wet and dry food 41% doing so daily. Meanwhile, smart pet tech is booming with searches for pet air purifiers jumping 202%. However, 60% of users express frustration over fragmented smart ecosystems, presenting an opportunity for integrated solutions.

Niche Pets Gain Popularity Among Younger Consumers   

The report also notes the rise of exotic pets, particularly among Gen Z owners who see them as an outlet for self-expression and content creation. Supplies for aquatic pets and birds remain top sellers in terms of revenue, while those for reptiles and insects are the fastest-growing category in terms of user growth. This trend reflects broader generational shifts toward individuality and social media-driven pet culture.

As China’s pet market continues its rapid expansion, JD.com’s report underscores a fundamental shift in how pets are perceived—no longer just animals, but cherished members of the family. From humanized care and the adoption of smart tech to the rise in popularity of niche pets among younger generations, these trends reflect deeper societal changes in companionship, lifestyle, and consumption. For brands and industry stakeholders, understanding these evolving priorities will be key to meeting the demands of a market where emotional connection and premium convenience increasingly define pet ownership.

 

(vivian.yang@jd.com)

JD Logistics Launches in South Korea with Self-Operated Warehouses in Icheon and Incheon

Posted on by Yuchuan Wang

On April 24, JD Logistics (also known as JINGDONG Logistics), the logistics arm of China’s largest retailer JD.com, announced expansion into South Korea’s domestic supply chain logistics market. Two self-operated logistics centers are now fully operational in Icheon and Incheon, offering third-party logistics (3PL) and integrated supply chain solutions for businesses, with fulfillment speed as fast as 12 hours in Seoul and parts of the capital region.

The Icheon warehouse currently serves a South Korean e-commerce company, and is equipped with advanced automation technologies, including auto-packing machines and automatic sorting systems. These solutions have significantly enhanced picking and packaging efficiency. Facing fulfillment volatility risks, the client turned to JD Logistics to stabilize their supply chain. Within just one month, JD Logistics deployed a fully functional alternative logistics system complete with rapid resource mobilization and operational switchover to ensure a smooth transition and uninterrupted service.

JD Logistics Incheon Warehouse

Additionally, JD Logistics introduced a batch-based inventory system specifically for food items, allowing for tiered storage by packaging unit. This system-led picking process minimizes fulfillment errors and ensures better expiration date management—critical for maintaining food quality and customer trust.

A standout feature of the Icheon facility is JD Logistics’ intelligent warehouse operation system. Leveraging AI-based inventory optimization, popular SKUs are automatically reallocated to high-turnover zones. This dynamic reconfiguration, driven by real-time demand forecasting, enhances operational agility and enables deliveries in as little as 12 hours to Seoul and surrounding areas.

The Incheon logistics center provides end-to-end supply chain services for local beauty brands and a prominent U.S. consumer goods brand operating in South Korea.

“Consumers in South Korea expect fast and precise delivery,” said a JD Logistics representative. “The flexibility and accuracy of logistics operations have become core differentiators. By combining our automation capabilities with global operations expertise, JD Logistics is well-positioned to support local brands and enhance customer satisfaction.”

Beyond its local offerings, JD Logistics connects Korean products directly with Chinese consumers via JD.com’s cross-border e-commerce platform, JINGDONG Worldwide (JD Worldwide).

As JD.com ranks 47th on the Fortune Global 500 and fulfills over 90% of self-operated orders within 24 hours in China, JD Logistics continues to replicate its advanced logistics infrastructure and service expertise to support global brands and merchants. With over 100 bonded, direct mail and overseas warehouses globally, JD Logistics has established 2-3-day delivery services in key markets in Europe, North America, and more. In select regions, same-day delivery is also available.

 

(yuchuan.wang@jd.com)

JD.com Expands “Starlight Transmission” Book Donation Program to Nurture Reading Habits Among Rural Children

Posted on by Vivian Yang

In celebration of the 30th World Book Day on April 23, JD.com’s philanthropic program, the Starlight Transmission, unveiled a comprehensive upgrade for 2025. This year, the initiative aims to further empower rural children by establishing Starlight Reading Corners, Starlight Charity Classes, Starlight Smart Classrooms, and a Starlight Advisory Panel. Together these efforts create a multidimensional support system to provide children access to quality books, inspire a love of reading, and develop lifelong reading habits.

Starlight Reading Corners: Ensuring Access to Books

To address the scarcity of age-appropriate books in rural areas, JD.com has launched a “Million-Yuan Book Donation Campaign” in partnership with JD Books, pledging high-quality books worth over RMB 1 million. Additionally, 7FRESH, JD’s omnichannel supermarket chain, will organize a “Books for Veggies” drive to encourage public participation, and JD Insurance will provide funding to support children’s reading. The program aims to set up 300 Starlight Reading Corners across 15 schools and 300 classrooms. Book selections will be curated by education experts and leading publishers, tailored to children’s developmental needs and interests.

Starlight Charity Classes & Smart Classrooms: Nurturing Reading Skills

Beyond offering access to books, the program is dedicated to cultivating reading skills and curiosity.  Starlight Charity Classes will feature renowned authors and editors through interactive reading sessions online and offline. In collaboration with L’Oréal, JD.com will donate laptops, tablets, and e-learning tools to rural schools, enabling children to explore digital books, live courses, coding, and AI – broadening their intellectual horizons.

The first Starlight Charity Class premiered via livestream on April 23, featuring children’s author Liu Haixi and publisher Zhang Ziyi, who shared insights on fostering reading habits.

Starlight Advisory Panel: Maximizing Impact

To ensure lasting impact, JD.com will establish a Starlight Advisory Panel comprised of experts in child education and literacy.The panel will monitor progress, evaluate outcomes, and refine strategies to optimize the program’s impact. These experts will also assist in book selection, guaranteeing that every donation enriches young minds.

JD.com’s Legacy in Social Responsibility

JD.com has long championed social causes, from supporting 38 underprivileged children in Shanxi to disaster relief during the 2008 Wenchuan earthquake and ensuring COVID-19 supply chain efforts. In rural education, JD.com has donated 300,000 books and over RMB 1 million in educational supplies since 2018, benefiting 300+ schools. With the upgraded Starlight Transmission program, JD.com reaffirms its commitment to opening doors to more promising futures for rural children.

 

(vivian.yang@jd.com)

JD.com Launches First Carbon Inclusion Shopping Event, Empowering Consumers to Shop Green

Posted on by Vivian Yang

On April 22nd, Earth Day, JD.com marked a significant milestone in sustainable retail by launching its first-ever carbon inclusion shopping event under the Green Impact Initiative. Partnering with leading brands such as Liby, M&G, Nescafé, ASUS, Midea, and Logitech, JD.com is making it easier than ever for consumers to choose high-quality, low-carbon products while enjoying exclusive incentives. This initiative turns every purchase into an opportunity to support environmental conservation.

Consumers searching for Green Impact Initiative on the JD app will discover products labeled with the Green & Carbon Reduction tag. These purchases not only contribute to lowering carbon emissions but also allow shoppers to redeem earned carbon credits for rewards, including discounts on premium products like the ASUS TUF Gaming Laptop, Midea’s energy-efficient air conditioner, and Nescafé instant coffee.

With a carefully curated selection of over one million eco-friendly products spanning fast-moving consumer goods, electronics, and food, JD.com meets a wide range of green consumption needs. Since launching the Green Impact Initiative in 2022, the program has facilitated more than 100 million green orders, with the highest single order reducing carbon emissions by 6,390 grams—enough to power a 10W LED light for 1,425 hours.

The initiative promotes sustainable shopping by featuring dedicated sections for eco-conscious products and encouraging users to open personal carbon accounts to monitor their environmental impact and earn rewards. This integrated approach has successfully guided both businesses and consumers toward more environmentally friendly choices.

In March 2024, JD.com enhanced its carbon-inclusive mechanism with the Supply Chain Emission Management Platform (SCEMP), enabling real-time carbon footprint tracking for every order. This transparency has already reduced supply chain emissions by approximately 464 tons, equivalent to the annual carbon sequestration of 559 hectares of seagrass beds.

Behind every green purchase is JD Logistics’ commitment to sustainability. By transitioning from diesel trucks to new energy vehicles and shifting freight transport from road to rail, JD Logistics has reduced emissions by over 70%. Solar-powered warehouses and electric last-mile delivery vehicles further minimize the carbon footprint of each package. Every shipment’s emission reduction is certified under the ISO 14083 international standard, automatically generating JD Carbon Inclusive credits for consumers, making sustainability seamless.

JD Logistics’ leadership in green logistics has earned global recognition. As the only supply chain and logistics company in the Greenhouse Gas Protocol (GHG Protocol) technical working group, JD Logistics is shaping the future of carbon accounting. The GHG Protocol, used by 93% of Fortune 500 companies, sets the benchmark for carbon neutrality strategies worldwide. JD Logistics’ MRV-T carbon footprint technology is poised to revolutionize global greenhouse gas monitoring, reporting, verification, and tracking, setting new standards in digital sustainability.

Moving forward, the Green Impact Initiative will continue expanding its green ecosystem, refining carbon-inclusive mechanisms, and leveraging JD.com’s supply chain and technological expertise to support China’s green transition and global sustainability efforts.

JD.com is more than a shopping platform—it’s a gateway to a greener lifestyle, where every purchase makes a difference. Celebrate Earth Day every day with JD.com and join us in building a more sustainable future.

 

(vivian.yang@jd.com)

JD Worldwide Celebrates 10th Anniversary with 100 Million RMB-Level Investment to Empower Global Brands and Merchants

Posted on by Vivian Yang

JD Worldwide, the cross-border e-commerce import platform of JD.com, is marking its 10th anniversary on April 15 with the announcement of a 100 million RMB-level resource commitment to upgrade its four core initiatives for global brand and merchant growth. Over the next year, JD Worldwide will enhance support through logistics subsidies, traffic incentives, new product incubation, and tailored programs for emerging merchants, empowering international partners to thrive in China’s booming import market.

A Decade-Long Global Journey in Cross-Border Commerce Excellence

Since its launch in 2015, JD Worldwide has redefined cross-border shopping for Chinese consumers, addressing critical industry pain points such as product authenticity, logistics efficiency, and access to global “new, unique, and niche” goods. Today, the platform stands as a trusted gateway for millions of Chinese consumers, offering:

  • 100% Authenticity Guarantee: Collaborations with leading inspection authorities, such as the China Certification & Inspection Group, the Cosmetics Technology Center of China Inspection and Quarantine Science Institute, and Bureau Veritas, power the JD Smart Check initiative. This program enforces stringent quality controls, including product traceability via “one-item-one-code” verification.
  • Unrivaled Product Diversity: An extensive and diverse array of imported offerings, spanning exclusive luxury brand partnerships, curated boutique discoveries, and unique national specialties highlighted through the JD National Pavilions program.
  • Rapid Logistics Network: A global infrastructure comprising over 100 bonded, overseas, and direct-mail warehouses ensures 80% of its self-operated bestsellers can achieve next-day delivery nationwide.

As JD Worldwide enters its next decade, the platform is doubling down on its commitment to global partners, helping them unlock China’s vast demand with lower costs, higher efficiency, and smarter growth tools.

2025 Merchant Empowerment Initiatives

  • Traffic & Marketing Boosts: To maximize visibility for global merchants, JD Worldwide will allocate over 100 million RMB worth of resources in traffic subsidies, offering priority ad placements and AI-driven marketing tools. A highlight of this initiative is the newly launched Dark Horse Merchants Growth Program, a tiered competition designed to identify and elevate rising brands. Participants will gain access to mentorship, cash incentives, and exclusive exposure through JD’s premium traffic channels.
  • Logistics Cost Reductions: JD Worldwide is committed to lowering barriers for cross-border trade by providing over 10 million RMB-level resources in shipping subsidies. High-performing merchants will automatically qualify for logistics discounts, including fee waivers of up to 100% under the Global Growth Support Plan. This initiative aims to reduce operational costs while maintaining the platform’s signature delivery speed.
  • Supporting New Product Launches: To accelerate innovation, JD Worldwide will implement a Zero-Commission Policy for new product launches, exempting fees for the first 90 days while providing dedicated traffic support. This initiative is projected to drive over 10,000 new product listings weekly, enabling brands to test and scale offerings in China’s dynamic market.
  • New Seller Onboarding: New entrants to the platform will benefit from end-to-end support, including 1-on-1 store diagnostics, dedicated WeChat groups for real-time assistance, and tailored training courses. These resources are designed to simplify market entry and shorten the learning curve for international merchants.

Next-Gen Infrastructure Reshapes Global Shopping

JD Worldwide’s decade-long evolution mirrors the rise of China’s sophisticated consumers from cross-border novices to discerning global shoppers seeking premium, niche, and innovative products.

JD Worldwide will advance its global supply chain by integrating cutting-edge logistics technology to accelerate delivery timelines and elevate cross-border efficiency. The platform has pioneered China’s first cross-border return centers, simplifying returns for shoppers while minimizing costs and risks for merchants. Simultaneously, it also deepens specialization in premium niches through temperature-controlled storage for luxury goods like wines and expert-led authentication hubs to ensure quality, catering to discerning consumers. These moves to enhance fulfillment infrastructure, innovate customer service, and target high-value markets, aim to ensure trust, personalization, and seamless experiences in global commerce.

JD Worldwide’s upgraded infrastructure offers global brands more than a storefront—it provides a strategic partner committed to their long-term success in the world’s most dynamic consumer arena. For more information about JD Worldwide’s programs and partnerships, visit here.

 

(vivian.yang@jd.com)

JD.com Unveils New Product Growth Initiative to Incubate 600 100-Million-Yuan Bestsellers in 2025

Posted on by Yuchuan Wang

On April 15, 2025, JD.com unveiled its New Product Growth Initiative to invest tens of billions of RMB in web traffic and funding to support new products, including upgrades to its marketing and digital capabilities to support new product launches. The initiative aims to facilitate 60,000 new products achieving over RMB 1 million in annual sales, 6,000 surpassing RMB 10 million, and 600 reaching RMB 100 million in sales.

As a part of the initiative, JD.com also announced the official upgrade of its product release channel, JD Little Cube, to JD New Products, which includes a more prominent entry point positioned at the top of the app’s homepage for consumers to conveniently discover, browse and purchase the latest products, increasing visibility for new launches for brands. JD.com will also increase the number of flagship new product collaborations by 40% year-on-year, further deepening partnerships with brands to bring consumers an enhanced shopping experience.

JD.com has long prioritized new product incubation as a key driver of growth. In 2024, over 250 million users purchased new products on JD.com, with the number of merchants participating in new product launches increasing by 130% compared to 2023, while the number of new product releases surged by 160% year-on-year. Many brands have seen remarkable success on JD.com, with some achieving a return on investment of over 100 times.

JD.com has also introduced its Marketing 2.0 Framework for new product launches, which offers end-to-end support covering all phases of product rollout, from early incubation and content seeding to sales expansion and sustained growth.

As part of its marketing capabilities upgrades, JD.com is building an integrated online and offline marketing ecosystem to amplify exposure for new products across multiple channels. Online, JD.com will enhance its matrix of signature new product IPs — including its New Product Channel, JD New Product Day, Brand Launch events, New Arrival Season, Gifting Season, and Exclusive Product Lotteries — offering brands more diversified promotional opportunities. Notably, by the end of April, JD.com will officially launch the Gifting Channel, a dedicated marketing touchpoint for brands to promote new gift-oriented products. JD.com will also leverage its unique assets, such as JD MALL, the JDG e-sports team, Youth Merchandisers, JD PLUS memberships, and Campus channels, while activating IPs and resources across various business units.

To enhance content-driven growth, JD.com will integrate in-app and off-app marketing capabilities. This includes deepened partnerships with platforms such as Xiaohongshu (Rednote/RED), where JD.com will launch the New Product Channel x Xiaohongshu Alliance at the end of April. This initiative connects off-app product seeding with in-app personalized discovery and conversion, ensuring a seamless path from seeding to purchase. In parallel, JD will upgrade its in-app interaction experience with globally leading 3D advertising technology to deliver immersive, dynamic 3D visuals that elevate both user experience and marketing performance, enabling brands to showcase new products in more engaging and effective ways.

JD.com has also launched two new digital innovation tools: the JD Innovation Center (JDIC) and the JD Tryout Center. These tools enable brands to tap into data-driven user insights and gather extensive user feedback to greatly improve new product launch efficiency.

 

(yuchuan.wang@jd.com)

JD.com Partners with Thailand’s Ding Kong on Direct-Sourcing Collaboration, Ensuring a 2,500-Tonne Supply of High-Quality Frozen Durian

Posted on by Vivian Yang

JD Super, the supermarket division of JD.com, is excited to announce a strategic partnership with Thailand’s leading liquid nitrogen-frozen durian producer, Ding Fong Co., Ltd. (Ding Fong Group) on April 8th, to exclusively supply 2,500 metric tonnes (150 containers) of premium frozen Thai durians to Chinese consumers. The agreement, marked by a ceremonial plaque exchange, designates Ding Fong as JD Super’s official durian supplier in Thailand, reinforcing JD’s commitment to sourcing high-quality imported fruits through direct collaborations with global producers.

All liquid nitrogen-frozen durians sold on JD Super are sourced from Thailand’s top-growing regions, ensuring pest-free, premium-grade fruit. Ding Fong, responsible for roughly 30% of Thailand’s liquid nitrogen-frozen durian exports, utilizes proprietary rail-guided freezing technology to enhance production efficiency and preserve the fruit’s natural flavor and texture.

“Our quality standards align perfectly with JD Super’s consumer-centric approach,” said a Ding Fong Group represen tative. “By integrating JD’s platform reach with our production expertise, we aim to efficiently scale the delivery of premium Thai durians to China, creating value for both businesses and consumers.”

To guarantee freshness, JD Super ensures durians are frozen within 2–5 days of harvest at Ding Fong’s Thai facilities. Leveraging JD Logistics’ advanced cold chain network, orders are delivered to Chinese consumers as soon as 24 hours of purchase. JD Super also offers competitive pricing through its direct scalable sourcing and “10-billion-yuan discount” program, alongside customer guarantees such as compensation for damaged fruit and verified weight accuracy. For example, JD Super’s Thai Monthong durians (2–3 kg) are guaranteed to include 3.5 plump fruit chambers, with refunds provided for issues like underripe pulp, missing chambers, or spoilage.

China’s durian imports hit nearly $7  billion in 2024, cementing its status as the largest market for the fruit globally. JD Super has capitalized on this demand, achieving a 30% compound annual growth rate in durian sales over the past three years, with liquid nitrogen-frozen durian sales doubling annually since 2022, firmly maintaining its leadership in the industry.

“This partnership exemplifies JD Super’s strategy to connect international producers with Chinese consumers through innovation and efficiency,” said a JD Super spokesperson. “By combining Ding Fong’s agricultural leadership with JD’s retail and logistics strengths, we’re setting new benchmarks for quality, affordability, and reliability in the imported fruit market.”

 

(vivian.yang@jd.com)