Oct 14, 2022|
How JD.com Made a Produce Star out of Suqian Hairy Crabs
by Vivian Yang
More than 160,000 “Suqian Hairy Crabs” were sold on JD.com in less than three weeks during the first Harvest Carnival and Shopping Festival of Agricultural Specialties this September. The crabs emerged as a top-ranking best-selling category on the platform during this crab season, marking another milestone for JD in empowering high-quality yet less well-known agricultural products, an ambitious goal the company has set for itself in contributing to China’s rural revitalization on its own terms.
Suqian, a humble city in northern Jiangsu province, is blessed with variegated waters including the Hongze and Luoma lakes. These lakes are perfect breeding homes for hairy crabs, but their marketability has long been curbed by conditions including scattered raisers, varying quality resulting in the undercutting of purchasing prices, and weak branding.
To tackle these hurdles and build up a local specialty image, the Suqian Rural Bureau joined hands with JD.com in early 2021. Under an all-around partnership, JD supported local farms to establish standardized crab-raising systems, jointly developed product criteria for “Suqian Hairy Crabs” and its source-tracing system, and set up near-shore warehouses for temporary crab farming, hand-picking, packing and fresh delivery. On the marketing and sales side, JD offered over RMB 10 million worth of resources and leveraged its omni-channel capabilities to incubate the brand, as well as implementing strict brand authorizing policies, with the sole purpose of introducing the best Suqian hairy crabs to customers nationwide.
Thanks to all these efforts, during last year’s Singles’ Day Grand Promotion, sales of Suqian hairy crabs increased 600 times YoY; and that of the whole year rose by 173 times. Moreover, JD also brought the crabs to the limelight during China’s 2022 Spring Festival gala show on national TV , which JD was selected as this year’s exclusive interactive partner, to let the whole country know about the name of the crabs.
“Many people of my generation who grew up in the countryside are eager to change our hometowns for the better, but oftentimes, our condescending and wishful thinking will do no good,” said Richard Liu, Chairman of JD.com. As a Suqian native who feels indebted to his hometown and the village folks who all chipped in for his university tuition, Mr. Liu has a natural calling and grounded understanding of supporting rural development. “We need to bend down, see the details and think in their shoes, then start with patience from the basic business infrastructure work,” he added.
As early as 2015, JD.com introduced the “3F plan”, namely Factory to Country, Finance to Country, and Farm to Table, which is designed to form a complete loop to boost the rural economy in which farmers receive financial and other support in selling produce, and then are able to purchase more industrial supplies for a better life and greater reproduction.
After years of investment on infrastructure in rural areas, in October 2020, JD.com further announced the “March to Rich Plan (MRP)”, aiming to establish a modernized circulation system with its digitally intelligent supply chain capabilities, to promote both high-quality agricultural products and the consumption upgrading in China. The plan vowed to drive RMB 1 trillion yuan output value for rural areas in China in three years’ time span, and by this August, it has achieved more than RMB 620 billion yuan in 22 months. Millions of farmers have directly benefited from the MRP that helped increase their income remarkably.
Nov 7, 2024|
CIIE 2024: JD.com to Expand Imports of Specialty Brands, Strengthen Healthcare Partnerships, and Enhance Logistics
At the 7th China International Import Expo (CIIE) on November 5, JD Super, the supermarket division of JD.com, announced a major initiative to broaden its selection of imported specialty. Over the next three years, JD Super plans to introduce over 1,000 new international brands to meet the increasing demand for high-quality, diverse imported goods.
Meeting the Growing Demand for Quality Imports
According to JD Worldwide’s “White Paper on 2024 China Cross-Border Consumption Trends,” more than 80% of Chinese consumers are interested in imported products, with many prioritizing authenticity, quality, and fast delivery. In response, JD has significantly expanded its range of international offerings. During the ongoing Singles’ Day Grand Promotion, sales of cross-border products have surged, with more than 600 brands experiencing a sales increase of over 100% compared to last year.
Strengthening High-Quality Food Partnerships
Demonstrating JD.com’s commitment to sourcing high-quality products, JD Super signed a new procurement agreement at CIIE with Huadong Foods and Teys, a major Australian beef brand under Cargill. Under this agreement, JD Super and Huadong Foods will procure $50 million of Teys beef throughout 2025. This partnership underscores JD’s strategy of collaborating with trusted suppliers to provide high-quality, affordable beef to Chinese consumers.
Delivering Authentic Global Goods Efficiently
JD Logistics has built a robust logistics network that spans bonded, direct mail, and overseas warehouses, facilitating fast deliveries of imported items across categories such as electronics, fashion, beauty, food, and baby products. In many major cities, delivery times have been reduced to under 48 hours.
For instance, JD Super’s partnership with Raub of Malaysia enables the import of Musang King durians, which are harvested at peak ripeness and air-shipped with cold chain logistics for delivery within 24 hours. Additionally, JD.com also secured an early supply of Chilean cherries, available since October, which can be delivered in as little as 30 minutes in many areas through JD NOW, its on-demand retail service.
JD.com’s “JD National Pavilions” program, which features over 150 country-themed flagship stores from more than 70 countries and regions, continues to be a cornerstone of its import strategy. Supported by embassies and reputable organizations, this initiative offers Chinese consumers access to premium products and cultural experiences from around the world. In April, JD launched the JD National Pavilion of Mali, introducing popular items like shea butter and garnering over 40,000 followers.
Expanding Healthcare and Logistics Partnerships
JD Health is also making strides at CIIE by strengthening partnerships with leading global healthcare companies, including Merck, Bayer, and Roche. As “China’s premier online health access point,” JD Health is committed to integrating digital and physical healthcare resources to improve access and convenience for patients.
Key collaborations include initiatives with Haleon to promote brain health and anti-aging for the “silver economy,” with MSD China on a digital diabetes management model, and with Teva Pharmaceuticals to provide patient education for conditions such as tardive dyskinesia (TD) and Huntington’s disease (HD).
On the logistics front, JD Logistics announced plans to double its overseas warehouse space by 2025 and expand its network of bonded and direct mail warehouses. JD Express now serves over 60 countries, enhancing cross-border delivery efficiency and supporting both brands and consumers.
Through these efforts, JD.com reaffirms its commitment to sourcing and delivering authentic, high-quality imported products to Chinese consumers, supported by an advanced supply chain that ensures a superior shopping experience.
(vivian.yang@jd.com)
JD.com is Runner-Up Chinese Company on Forbes’ 2022 World’s Best Employers
