May 11, 2026|
JD.com and Müller deepen cooperation in cross-border trade in China
At the China International Consumer Products Expo on April 14 in Hainan, JINGDONG Cross-Border (JD Cross-Border), the import platform of JD.com, announced a partnership with the German retail group Müller and its brand and service partner MAAT. The collaboration aims to further develop the presence of selected Müller assortments on JD.com and to increase their visibility through additional sales channels in Hainan.
The official Müller Overseas Flagship Store was recently launched on JD.com, offering Chinese consumers access to a curated selection of high-quality European products, particularly in the beauty and personal care categories. The assortment is complemented by selected suitcases and backpacks. The focus is on quality and authenticity, with the long-term goal of reflecting Müller’s department store character in a digital environment.
“Through our flagship store on JD Cross-Border, we aim to make selected products — primarily sourced from Europe — available to the Chinese market, while leveraging JD.com’s established strengths in logistics, service quality, and market access,” Müller stated. “This enables us to consistently deliver on our commitment to quality and reliability within this sales channel.”
In addition to its online presence, Müller will also be represented with selected products through partner structures in the JD Cross-Border Duty-Free Store in Haikou, which entered its trial phase at the beginning of 2026. The store offers an internationally oriented product range and specifically targets the growing consumer market in the Hainan Free Trade Port.
JD Cross-Border noted the strategic value of the partnership for JD.com’s over 700 million users. “Our collaboration with Müller is designed to help international retailers and brands navigate the complexities of the Chinese market while offering our customers a more diverse portfolio of premium goods. This expansion into the duty-free sector in Hainan is a key innovation in our efforts to drive offline engagement through online traffic, creating a more holistic and immersive shopping journey.”
As Müller’s general agent in China, MAAT is responsible for the operational implementation of the partnership. “Our goal is to effectively integrate cross-border and offshore channels while ensuring a consistent, high-quality brand experience,” MAAT stated.
JD Cross-Border is supporting the collaboration as part of its “10 Billion GigaGrowth Plan,” which aims to facilitate international brands’ market entry and gradual business expansion in China. With its infrastructure, market reach, and local expertise, JD Cross-Border positions itself as a platform partner for sustainable growth in cross-border trade.
(vivian.yang@jd.com)
Apr 27, 2026|
JD.com Redefines Durian Offering in China with Industry-First “Guaranteed 5-Lobe” Quality Benchmark
JD Fresh, the fresh produce arm of JD.com, officially kicked off its Thai durian season on April 24 with a launch ceremony and orchard livestream in Chanthaburi, held in collaboration with CP Fresh. This event marks the start of an extensive import campaign to bring this year’s bumper harvest directly to the Chinese market. By deepening its “Direct Sourcing” and “Whole-Orchard Purchasing” models, JD Fresh is actively driving the durian trade forward, ensuring a stable, premium, and cost-effective supply for China’s rapidly expanding market.
From “Pot Luck” to Guaranteed Quality
China has emerged as the world’s largest durian consumer, with demand projected to reach nearly 2 million tons in 2026. As the market matures, consumer preference is shifting from sheer volume to premium quality and variety.
To address a long-standing industry pain point—the “pot-luck” nature of durian where pulp yield is often unpredictable—JD Fresh has introduced the industry’s first “Guaranteed 5-Lobe” offering for Monthong durians. This premium tier features fruit harvested exclusively from trees aged 10 years or older. Because typically only one out of every 100 durians meets such rigorous criteria, JD Fresh leverages its massive procurement scale and rigorous end-to-end quality control to maintain a consistent supply of this rare grade.
To ensure a risk-free experience, JD Fresh backs its quality standards with a comprehensive guarantee: if a durian falls short of the specified lobe count, the platform provides compensation for each missing lobe. Furthermore, JD Fresh offers full refunds for issues such as unripened fruit or spoilage, providing consumers with end-to-end protection from purchase to opening.
Beyond the staple Monthong variety, JD Fresh is using its direct-from-source advantage to introduce niche, high-value varieties once difficult to find in China. Rare cultivars such as Kradum, Ganyao, Benjamany, Sarika, Lin Lablae, and Long Lablae are now being brought to market to satisfy the increasingly sophisticated palates of Chinese connoisseurs.
Direct Sourcing & Whole-Orchard Purchasing
To ensure price competitiveness and peak freshness, JD Fresh has moved away from traditional multi-tiered distribution in favor of a full-link, direct-import model. The company stations its own specialized sourcing teams year-round in Thailand’s core production regions to oversee the entire process.
“This year marks our first true realization of full-link direct sourcing,” said a senior buyer from JD Fresh. “Since mid-March, our teams have been on the ground in Thailand, monitoring every stage from harvesting and factory processing to cold-chain dispatch. This end-to-end oversight ensures every fruit delivered to China meets our strict quality promise.”
Logistics are further optimized via the China-Laos Railway’s “Lancang-Mekong Express” cold-chain service, which significantly reduces transit time across borders. Upon arrival in China, JD.com’s automated processing centers use AI-assisted sorting systems to streamline grading and packaging, delivering fruit to consumers faster and at more accessible price points.
CP Fresh Partnership and Local Economic Impact
Complementing its independent direct-sourcing infrastructure, JD Fresh continues to build on its decade-long strategic partnership with the CP Group. By collaborating with CP Fresh, JD Fresh integrates its digital retail expertise with CP Fresh’s local production strengths to further diversify the premium Thai produce available to Chinese consumers.
Central to JD Fresh’s impact on the ground is its sustainable “Whole-Orchard Purchasing” model. Unlike traditional buyers who may only “cherry-pick” top-tier fruit, JD Fresh utilizes its multi-channel retail ecosystem to absorb an orchard’s entire output. By directing size-graded durians to different sales channels within the JD network, the company ensures that every grade of fruit is effectively consumed. This comprehensive approach provides Thai farmers gain greater certainty and assured income, promoting sustainable long-term growth for local agricultural communities.
As the Chinese durian market enters a new era of transparency and premiumization, JD Fresh remains committed to strengthening its Southeast Asian fruit supply chain, transforming high quality standards into scalable commercial capabilities that benefit both producers and consumers.
(vivian.yang@jd.com)
Apr 26, 2026|
A Shield for Brand Growth: JD.com’s Efforts to Intellectual Property
At JD.com , we believe that a great idea is the heartbeat of global commerce. On April 26th, in celebration of World Intellectual Property Day, we not only honor innovation but also reaffirm our efforts to protect it.
For our global partners and cross-border sellers, trust is the foundation of everything we do. Whether you are a heritage European label or a rising global brand, here is how we’re working behind the scenes to keep brands’ intellectual property (IP) secure.
A Proactive “Digital Shield”
We don’t just wait for issues to arise; we prevent them from happening. By combining a dedicated professional team with cutting-edge Multi-modal AI, JD.com has built a “Smart Shield” that monitors and intercepts potential infringements in real-time.
By learning and evolving alongside your brand, our systems provide the adaptive support you need to keep your intellectual property safe and secure.
Proven Impact, Global Reach
Numbers speak louder than words. To date, JD.com’s IP protection initiatives have achieved:
• 240,000+ IP items successfully safeguarded.
• 50,000+ rights holders supported, including nearly 3,000 international ones.
• 4,800+ Geographical Indication (GI) trademarks protected worldwide.
Strength in Numbers: Our Global Network
Protecting IP is a team sport. We’ve joined forces with law enforcement, industry experts, and over 1,300 world-renowned brands through our Product Safety Alliance.
From deep technical exchanges with organizations like the China-Britain Business Council (CBBC) to streamlining communications for international sellers, we are building a cleaner, fairer marketplace for everyone.
Our brand partners’ growth is our growth. As we continue to welcome more international brands into the JD ecosystem, IP protection will remain at the very core of our global strategy. We’re here to provide the solid ground you need to innovate, grow, and thrive in the global market.
Protect your brand today. Learn more about our tools and services at our dedicated IP Protection portal: https://jdgroupip.com/index.html
(vivian.yang@jd.com)
Science Over Hype: JD Health’s New Standard for Smarter Supplement Shopping
