- Sep 29, 2020
- Chinese Consumers
JD Guarantees Authenticity of Yangcheng Lake Hairy Crabs
by Rachel Liu
As autumn arrives, many people across China are craving a delicious seasonal treat: Hairy crabs. Often enjoyed during Mid-Autumn Festival with family, the delicacy is much beloved.
In China, hairy crabs from Yangcheng Lake, Jiangsu province, have a special reputation for premium taste, but customers can’t always be certain that the crabs they’ve purchased are in fact harvested from this lake.
Data shows that in 2017, the actual market value of crabs harvested from Yangcheng Lake was RMB 300 million yuan, but the sales of hairy crab featuring the name of “Yangcheng Lake” was up to RMB 30 billion yuan that year. That indicates that about 99% of hairy crabs sold as having been harvested from the lake were fake, intentionally mislabeled to dupe customers.
JD is determined to ensure the authenticity of hairy crabs sold through its e-commerce platform. Its professional aquatic product buyers work almost year-round to guarantee that customers can have peace of mind when they purchase the crabs from JD.
Though the hairy crab is a seasonal food during autumn, one of JD’s professional buyers Jie noted that he and his colleagues begin visiting the farmers at the beginning of every year in preparation for the autumn sales. “We pick out the 30 best hairy crab suppliers from over 3000 ones to work with JD ,” said Jie.
To ensure 100% authenticity for Yangcheng Lake hairy crabs, JD adheres to the strictest standard in the industry, requiring merchants to submit six certificates before they can sell the crabs on JD under the name “Yangcheng Lake hairy crab.”
“If you don’t have all six certificates, your product page cannot have the words ‘Yangcheng Lake’, because we want to ensure authenticity during every process before the product is launched on JD,” said Jie.
What’s more, each hairy crab sold on JD has a unique trace code. Customers can scan the QR code to see the comprehensive delivery process of the hairy crab from fishing, packaging and through delivery.
JD buyers also have strict processes for preventing the crabs from dying during delivery: “First of all, we would carefully select the products with best quality, and JD logistics will use cold-chain throughout the whole delivery process,” Jie said. “In this way, the percentage of dead crabs can be lowered to 4%.”
JD buyers also conduct random inspections of merchant facilities. If they find a problem, the merchants will be fined for all of their orders in the prior seven days. Thanks to these strict rules, customers enjoy a higher quality experience.
As the Mid-Autumn Festival and National Day holiday approach, JD data found that sales of hairy crab have increased over 300% YOY in many cities. Sales of hairy crab from Beijing customers have ranked No.1 in the past two years, followed by Jiangsu province.