Mar 17, 2023|’s Spring Dawn Initiative Boosts Revenue for Individual Shop Owners


by Yuchuan Wang

In January, unveiled the “Spring Dawn” initiative, which makes it easier for different types of merchants, including start-ups, self-employed businesses, and enterprises to launch stores on the platform. In just over two months, college students, farmers, veterans, designers, craftsmen and others have taken advantage of this feature to launch their business on JD.

Liang, a college student from Xiamen, Fujian province, is a young entrepreneur who creates self-designed teaching aids such as cell models for biology courses. Seeking to the growth of his business, Liang joined the initiative and opened a store on Sales in early March have already increased by over 200 percent compared to the previous month.

The initiative features 12 supportive measures that are aimed at lowering costs and increasing sales for merchants. JD streamlines the store-launch process for individual owners, and it now takes as little as 10 minutes to complete. In addition, JD offers no-cost trial operations and gift packages for newly opened stores, among resources.

Simon Han, vice president of and head of JD Retail Marketplace Ecology said that is delivering on its commitment to create a fair, efficient, and easy-to-use ecosystem for merchants. JD will continue to expand marketplace business models, reduce merchants’ operational costs, increase their efficiency, provide end-to-end services to micro, small and medium-sized merchants, and help them achieve long-term stable growth.

In 2022, there was a 34 percent increase year-over-year of new merchants launching on As of Q4 2022, the number of third-party merchants on has grown by more than 20 percent year-over-year for eight consecutive quarters.