Apr 23, 2025|
JD.com Expands “Starlight Transmission” Book Donation Program to Nurture Reading Habits Among Rural Children
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.
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JD.com Launches First Carbon Inclusion Shopping Event, Empowering Consumers to Shop Green
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.
JD and Tsinghua University Launch Supply Chain Trends Report
