Sep 21, 2022|
In Addition to 618 And Double 11, JD.com Inaugurates an Agricultural Sibling
by Mengyang He
Ahead of the “Chinese Farmers’ Harvest Festival” that falls on the autumnal equinox (one of 24 solar terms in the Chinese lunar calendar), JD.com inaugurated the Harvest Carnival and Shopping Festival of Agricultural Specialties on September 20 at China’s National Agriculture Exhibition Center in Beijing.
Lijun Xin, CEO of JD Retail noted, “The purpose of our festival is to help drive hundreds of millions of farmers to expand sales and improve their income, while offering high-quality agricultural products to JD’s nearly 600 million active users.”
During the shopping festival, JD has brought 300,000 agricultural products to consumers, among which 120,000 products are designated with the national geographical indications (GIs), covering 2,336 agricultural areas and industrial belts across China.
“JD.com’s Harvest Carnival and Shopping Festival of Agricultural Specialties presented today helps connect the smallholder farmers with the consumers,” noted Carlos Watson, United Nations Food and Agriculture Organization (UNFAO) Representative to China. “FAO China stands ready to spear-head the collaboration with China. We are now implementing our Country Programming Framework (CPF), with both an inward approach for its national agriculture development needs, and an outward approach in support of global food systems transformation and resilience.”
Lizhen Liu, Vice President of JD.com and President of JD FMCG Omni-channel said, “JD will facilitate the development of agricultural products, and tackle some real issues for farmers, such as low brand awareness, imperfect quality control systems, and backward supply chain infrastructure. JD will leverage its own retail, logistics, technology, etc. to build the Harvest Carnival and Shopping Festival of Agricultural Specialties into a third nationwide shopping festival, in addition to the 618 and Singles’ Day Grand Promotions.”
In 2020, JD launched the “March to Rich Plan” (MRP) with a goal to drive an output value of RMB 1 trillion yuan in China’s rural areas over the following three years and facilitate rural revitalization.
As of now, JD’s MRP has connected with more than 1,000 agricultural specialties and industrial belts across China, and a number of “MRP Villages” have been built. By the end of this August, JD had driven the rural output value to exceed RMB 620 billion yuan, helping millions of farmers increase their income. Liu added, “The goal for JD’s MRP is likely to be achieved ahead of schedule.”