Jul 15, 2020|

JD Initiates Program to Support New Brands, Starting from Beauty


by Rachel Liu

This April, JD initiated the new brand promotion program to support the development of new brands on JD, and first tested the program during this 618 Grand Promotion. Ten beauty brands joined the testing, including makeup brand colorkey, makeup tool brand AMORTALS, skincare brand FARMACY, and male skin care brand JACB, and saw rapid sales increases.

The program aims to provide solutions for new brands that  entered the market and e-commerce recently, while providing new and niche brands to customers. Brand who join the program can enjoy support on marketing resources and operation trainings to increase sales, promote repeat sales, and boost store followers and new customers.

Data shows that China is the second largest beauty market in the world, reaching approximately RMB 500 billion yuan in 2019. Since June 2019, the sales increase of beauty products in China surpassed 12%. In particular, skincare, makeup and male makeup all saw strong increases.

In the future, the program will integrate more brands from home furnishing, sports and apparel, hoping to support the development of more new brands on JD.