Iceland Supermarket Launches First Online Store in China on JD.com

Move expands consumer access to premium UK products

Iceland Supermarket Launches First Online Store in China on JD.com

One of the United Kingdom’s best-known supermarket chains, Iceland, is partnering with China’s largest retailer, JD.com, to make its debut in the Chinese market.

The Iceland flagship store on JD.com’s cross-border e-commerce platform, JD Worldwide, will make Iceland’s iconic own-brand products and a curated selection of other branded products available to consumers across China for the first time. JD.com has close to 300 million active customers across China.

Popular products available through the store will include Iceland’s own-brand biscuits, cereals and sauces, as well as a selection of cosmetic products from brands such as Pulsin, Re-gen, and Soft and Gentle.

“Iceland never stands still. The rapid growth and opportunities the market in China offers were significant, and we decided it was time to act. JD.com is a magnificent partner for us and we are excited to see the response of customers in China to our product range,” said Sir Malcolm Walker, founder of Iceland.

The launch of the Iceland store comes as Chinese consumer demand for premium imported products is soaring, as consumers increasingly prioritize quality over price. JD Worldwide, which was established in 2015 to give consumers more convenient access to international brands, celebrated its third anniversary this month. In the three years since the launch, around 20,000 brands from over 70 countries and regions have established stores on JD Worldwide.

Yang Ye, General Manager of JD Worldwide said, “We’re delighted to be working with Iceland to bring their renowned products to Chinese consumers for the first time. With consumer demand for imported British products growing rapidly, this is an ideal time for a respected brand like Iceland to enter the China market. Iceland adds to the growing number of British brands on our platforms as we continue our push to bring the best of Britain to Chinese consumers.”

Over the last two years, the number of UK brands available on JD.com has doubled, with sales of UK products in 2017 growing 100% from the previous year. Highlighting the extent to which this growth in demand is fueling opportunity for UK exports, during Prime Minister Theresa May’s state visit to China earlier this year JD.com’s Chairman and CEO Richard Liu announced a commitment to sell £2 billion of UK goods to Chinese consumers in the next two-to-three years.

This week, JD is hosting a special campaign to promote even greater sales of British goods and give British brands new opportunities to reach Chinese consumers. The 24-hour “Celebrate Britain” sales promotion for UK products was held on April 18th to introduce the “Best of Britain” to Chinese customers.

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