May 6, 2021|

JD and Wyeth’s Illuma Form Partnership


by Rachel Liu

JD Super, JD’s online supermarket, and Illuma, an infant formula brand under Wyeth, formed partnership on May 4th to promote niche categories, such as organic infant formula and formula for older children (age 3+) in China.

The two sides will deepen partnership on omni-channel marketing, sales channel expansion and supply chain, and JD Super will help Illuma create more popular products and expand the market share of high-end infant milk products.

“JD highly appreciates the brand value of Wyeth and the social responsibility that the company shows, and looks forward to work with the brand to develop more products that Chinese customers need,” said Longwu Jiang, general manager of JD Maternal and Baby Products.

“We hope to combine JD Super’s capabilities in its big data, logistics supply chain, membership marketing and customer service, and our advantages in product development to provide better products for a new generation of Chinese customers,” said Suyi Zhang, CEO of Wyeth Nutrition Greater China Region.

The China Maternal and Baby Products Consumption Trends report released by iResearch showed that the proportion new born babies who are the second children in their families is growing. Seeing the new trend, JD Super will put more effort in meeting consumer demands for products for children over three years old to expand the customer lifecycle of maternal and baby products.

JD Super became the leading retailer for Wyeth Illuma in 2017, and Illuma has accumulated over 8 million followers on JD. The brand chose JD as the exclusive platform to debut its Illuma organic series. As customers’ demands are getting more diversified and individualized, JD will help the brand to better identify changes in market demands.