Nov 27, 2020|
JD and Midea C2M Fridge Is a Hit with Core Families
by Ella Kidron
JD and Midea applied the retail giant’s C2M (Consumer-to-Manufacturer) platform approach to create a best-selling fridge designed for families with children. Dr. Max Shen, supply chain chief scientist at JD.com, shared the case as part of his talk at JD’s second annual Y Open Day, a full-day sharing session to discuss supply chain innovation, held on Nov. 26th at JD’s headquarters in Beijing.
Max Shen
Through in-depth analysis of customer data, JD realized that consumers’ awareness of food safety was increasingly strong post-COVID 19. This is especially the case for families with children. Looking at consumer search behavior, JD was able to see that in addition to basic functions to retain freshness, other priority functions included sterilization, microcrystalline (believed to help preserve meat and other food items), anti-odor, separation of dry and wet storage and more.
This is reflective of the fact that consumer demand on the whole is becoming increasingly individual, driving brands and retailers to shift their focus from a market of many to a market of one. Based on this information, JD recommended that brand partner and domestic appliances powerhouse create a fridge focused on health-conscious functions such as sterilization capabilities as the main selling points.
Before marketing the product, JD used its simulation platform for new products to test two scenarios, one focused on technical parameters and one focused on the mother-and-child family scenario, to help understand how to make the product messaging better appeal to consumers. The results showed that Midea should strengthen its emphasis on the sterilization function and on the family scenario and reduce its emphasis on technology elements such as smart control. When the fridge series finally came to market during this year’s 618 Grand Promotion (June 1st-18th), daily average sales were up four times YOY.
JD’s C2M process helps brands avoid pitfalls of bringing new products to market, providing support from comprehensively understanding what type of product to create, to how to sell it to consumers. Dr. Shen explained that JD has gradually moved from its self-operated retail model to opening up, and is promoting increased coordination throughout the entire supply chain as a result.
C2M is one example of how intelligent supply chain can bring immediate value to consumers. Dr. Shen said: “We can further realize the overall optimization and reconstruction of each link in the value chain, from the consumer end to the production end, and work with partners to create a demand-driven, open and collaborative, and agile and responsive digital supply chain system, and inject new momentum into improving the efficiency of the social supply chain.”
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)
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