The annual winter fishing festival at Chagan Lake has begun on December 28 in Jilin, China^, and JD Super, the supermarket division of JD.com, is transforming consumer access to fish from this esteemed location by offering direct, high-quality catches straight from the lake.

Direct Sales from the Lake

Chagan Lake, one of China’s top ten freshwater lakes and the largest inland lake in Jilin Province, is famous for its crystal-clear waters and rich fish resources, hosting over 60 species, including carp, grass carp, and crucian carp. Known for its unique flavor and exceptional quality, Chagan Lake fish has become a prized local specialty, attracting culinary enthusiasts from across the country. However, its increasing popularity has also led to issues with counterfeit products.

In an innovative exclusive sales partnership with the local fishing industry, JD Super has established a customized procurement model to deliver premium Chagan Lake fish directly to consumers. By creating a direct supply chain with the fishing grounds, JD Super ensures the freshness and quality of the fish, selecting only those caught on the same or the previous day. Consumers also enjoy added value, with orders such as a 5-kilogram purchase averaging a weight of 5.4 kilograms.

A JD Super Procurement and Sales Manager conducts a live-stream sale of fish directly from Chagan Lake

On the opening day of the winter fishing season, industry experts reported stable production, with an estimated catch of around 1.5 million kilograms. Despite a slight increase in the ex-factory price of Chagan Lake fish this year, JD Super has introduced substantial agricultural product discounts for specific types of Chagan Lake fish to improve affordability and support the branding and recognition of this local delicacy.

Accelerated Nationwide Cold-Chain Delivery

JD Logistics, the logistics arm of JD.com, plays a vital role in this initiative. Traditionally, Chagan Lake fish were transported through multiple intermediaries, which increased costs and delivery times. This year, JD Logistics has streamlined the process by establishing a transit hub in Changchun, the capital of Jilin Province. By leveraging extensive air resources, they have launched nearly 20 air routes from major nearby cities such as Changchun, Harbin, and Shenyang, significantly reducing shipping times. JD Logistics continues to optimize transportation routes and enhance its delivery network, achieving an average delivery time reduction of 3 hours for fish orders, ensuring that consumers nationwide receive first-rate fish quickly and in peak condition.

This strategic collaboration between JD.com’s retail and logistics services and the Chagan Lake fishing industry not only delivers authentic, high-quality fish to consumers but also strengthens the local economy and promotes sustainable fishing practices. By supporting the branding of Chagan Lake fish, JD is helping to elevate the profile of this local specialty, ensuring its reputation continues to grow both nationally and internationally.

(vivian.yang@jd.com)