Jun 18, 2021|
JD.com Pasture Initiative Kicks with Partnership in New Zealand
by Ling Cao
JD.com kicked off its initiative to bring fresh milk from a pasture in New Zealand to Chinese consumers by partnering with imported milk brand Theland. Announced on Jun. 18, the peak day during JD’s 618 Grand Promotion (June 1-18), both companies aim to bring high-quality New Zealand milk to JD’s over 500 million customers.
“Utilizing JD’s experience in e-commerce and retail, as well as combined insight from industry consumption trends, we’ve seen that more and more customers demand high calcium milk. We believe the partnership will help us deepen our research in milk products, providing customers with a healthy and premium milk consumption lifestyle,” said Xiaojun Wang, general manager of packaged foods at JD FMCG Omni-channel.
“The partnership has not only helped bring local labels to Chinese customers, but also worked as a means of cultural communication with JD.com serving as a bridge to showcase the nature-consciousness of New Zealand. Based on the cooperation, customers are able to enjoy purchasing the best-in-class products from all over the world while at home,” said Roy van den Hurk, general manager of global R&D at Theland.
Su Wang, vice president of e-commerce at Theland (left), and Xiaojun Wang (second from left) speaking onsite at JD headquarters, as Roy van den Hurk makes a speech remotely from New Zealand at the newly opened JD Pasture
Theland has 29 pastures in New Zealand. The customized milk from the JD pasture initiative will be officially sold in September. Consumers will be able to trace every step of the production process, from milking, to manufacturing and transportation.
According to Hurk, the product uses raw milk sourced directly from New Zealand, and its protein content far exceed the EU standards.
As JD’s long-term partner, Theland’s milk products are popular among customers. On the first day of this year’s 618, sales of the high-end diamond series of Theland milk increased 17 times YOY, while another children’s milk series sales increased six times YOY.
Data showed that on June 1, sales on the JD Worldwide (JDW) platform increased over 120% YOY. Nearly 1,500 brands’ sales increased over 100% YOY, respectively. On Jun. 14, the designated promotion day for imports, sales of the online supermarket for imported food increased 240% compared with the previous day, while first party retail grocery sales increased 130% YOY.
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)
Swiss Embassy Receives “Friend of JD.com” Award on JD618
