Jul 24, 2026|
Spain’s World Cup Triumph Opens New Opportunities for Spanish Brands in China
Spain’s FIFA World Cup victory has ignited celebrations around the world—and inspired Chinese consumers to bring a taste of Spain into their homes.
As fans celebrated Spain’s first World Cup title in 16 years, JD.com quickly turned the excitement into new opportunities for Spanish brands. Leveraging the strengths of JD Super, JD.com’s online supermarket, and JINGDONG Cross-Border, the company’s cross-border import business, JD.com connected authentic Spanish products with millions of consumers across China through its nationwide retail and supply chain network.
As Spain advanced from the Round of 16 to then lifting the World Cup, Chinese consumers’ enthusiasm for Spanish beers continued to build on JD Super. During this period, sales of Estrella Galicia 1906 Reserva Especial more than doubled compared with the previous stage, while Mahou’s Session IPA, an official LaLiga partner, saw sales increase by 85%. Premium Estrella Damm craft beer gift sets also recorded nearly 70% growth, highlighting Chinese consumers’ growing enthusiasm for authentic imported brands during major global sporting events.
Beyond beer, JINGDONG Cross-Border brought Spain’s culinary culture even closer to Chinese shoppers. Last week, the team partnered with popular content creators The Breeze Brothers to host four livestream sourcing sessions directly from Spain, including a behind-the-scenes broadcast from an Atlantic bluefin tuna fishing operation in partnership with Balfegó—a global pioneer in certified, responsible fishing and sustainable marine management. Through JD.com’s cross-border e-commerce fast-track model, more than 200 premium Spanish products—including Atlantic bluefin tuna, Bowo tuna, Baymar seafood, iHam Iberian ham, Codorníu Cava, Nomad Coffee and Pancracio chocolate—were introduced to the Chinese market, with many making their China debut. The livestreams attracted more than 500,000 cumulative views, while seafood and beverage products featured during the campaign generated over 6,300 orders on JINGDONG Cross-Border, demonstrating the growing appeal of authentic Spanish products among Chinese shoppers.
The World Cup also highlighted a broader shift in demand for imported products. During the tournament, searches for imported beer on JD Super increased by more than 30% year over year, while sales rose by over 60%. Meanwhile, JINGDONG Cross-Border’s dedicated Spanish fresh food sourcing page attracted nearly 270,000 unique visitors, demonstrating Chinese consumers’ growing appetite for premium products from around the world.
For international brands, these moments represent more than short-term demand, they create opportunities to build lasting connections with Chinese consumers. Backed by JD.com’s nationwide fast fulfillment network, digital merchandising expertise, livestream commerce ecosystem and trusted retail platform, JD.com helps international brands respond quickly to market trends while building long-term growth in China.
These efforts are further supported by JD.com’s “10 Billion GigaGrowth Plan”, an initiative designed to accelerate the introduction of premium international products through dedicated global buyers, localized marketing, omnichannel retail capabilities, and end-to-end supply chain support.
From celebrating global sporting moments to discovering authentic local specialties, JD.com continues to bring the world’s best products closer to Chinese consumers—while helping international brands unlock new opportunities in one of the world’s most dynamic consumer markets.
(vivian.yang@jd.com)
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Carrier and JD.com Sign Strategic Cooperation Agreement to Jointly Build Retail Ecosystem for Comfort Solutions
BEIJING, July 24, 2026 — Carrier and JD.com announce new strategic cooperation at a signing ceremony at JD.com’s global headquarters in Beijing on July 23. The agreement means Carrier brands and businesses, including Toshiba HVAC and Carrier Residential & Light Commercial, will deepen their collaboration with JD.com to jointly build an omni-channel digital retail ecosystem for home comfort solutions, combining JD.com’s online e-commerce capabilities and extensive offline retail network.
Carrier is part of Carrier Global Corporation (NYSE: CARR), global leader in intelligent climate and energy solutions. Listed on both Nasdaq and Hong Kong Stock Exchange, JD.com is China’s largest retailer by revenue and has over 700 million annual active customers.
Mark Kwok, President of Residential & Light Commercial Comfort Solutions, North Asia, Carrier, and Zhang Jing, lead of Residential Air Conditioning Division, JD Home Appliances, JD.com, attended the signing ceremony.
Mark Kwok, President of Residential & Light Commercial Comfort Solutions, North Asia, Carrier, said: “This strategic cooperation with JD.com marks an important milestone for Carrier to further strengthen our local presence and accelerate the transformation of our retail business in China, marking the evolution between Carrier and JD.com from limited channels collaboration to strategic synergy featuring diversified business operations, full-category coverage and end-to-end integration. Through collaboration with JD.com, Carrier will provide one-stop comfort solutions while enhancing the purchasing and user experience for local consumers. It also supports ongoing innovation and the evolution of its business model.”
Zhang Jing, Head of Residential Air Conditioning Division, JD Home Appliances, JD.com, said: “Our collaboration means we can build on our respective strengths to deepen collaboration across channel development, and service innovation. Our shared goal is to create greater value for consumers by bringing high-quality home appliances to market faster, offering more competitive pricing and delivering a consistently strong experience throughout the customer journey. This will not only help meet consumers’ growing expectations for a better quality of life, but also drive closer integration between online and offline channels and further improve the air-conditioning shopping experience.”
About JD.com
JD.com (NASDAQ: JD and HKEX: 9618), also known as JINGDONG, is a leading supply chain-based technology and service provider. The company’s cutting-edge retail infrastructure seeks to enable consumers to buy whatever they want, whenever and wherever they want it. The company has opened its technology and infrastructure to partners, brands and other sectors, as part of its Retail as a Service offering to help drive productivity and innovation across a range of industries. JD.com’s business has expanded across retail, technology, logistics, health, industrials, property development and more.
About Carrier
Founded by the inventor of modern air conditioning, Carrier is a world leader in high-technology heating, air-conditioning and refrigeration solutions. Carrier provides sustainable solutions, integrating energy-efficient products, building controls and energy services for residential, commercial, retail, transport and food service customers. Carrier China is a part of Carrier Global Corporation, global leader in intelligent climate and energy solutions, committed to creating innovations that bring comfort, safety and sustainability to life. For more information, visit www.carrier.com or follow us on WeChat Carrier_China.
Carrier. For the World We Share.
About Toshiba HVAC
Since 1935, Toshiba HVAC has insisted on innovation, committed to providing Chinese consumers with comfortable, quiet, clean, and reliable indoor climate solutions through energy-saving and eco-friendly technologies. Toshiba HVAC is part of Carrier Global Corporation (NYSE: CARR), a leading global provider of intelligent climate and energy solutions, always dedicated to delivering comfortable, safe, and sustainable living through innovation. For more information, please visit https://www.toshiba-airconditioning.com.cn/dongzhi.
JD Expands Open Logistics with New Storage Service
