Mar 1, 2021|

JD Pioneer: Connecting Every Rural Corner


by Yuchuan Wang

JD Logistics (JDL) is proactively penetrating China’s rural market with its business and infrastructure development, connecting rural area with e-commerce and logistics services and provide the same-level services offered in big cities.

JD’s Huatugou delivery station in Mangya, Qinghai province is led by Binbin Cui, who is responsible for the last-mile fulfillment of JD’s orders in the township of Huatugou. About 1,200 kilometers away from Xining, the capital of Qinghai province, Huatugou has an average altitude of 3,000 meters. Previously having worked in Xining, Cui volunteered to move to the township and established the station in 2018.

Binbin Cui, JD Courier

Binbin Cui, JD Courier

Three years later, the amount of daily parcels he delivers has increased over 30 times from the initial ten or twenty he delivered when he first arrived. “In the past, it was unimaginable for most of the local people to shop on the internet so conveniently and have orders delivered within days,” said Cui.

Mangya has an oilfield, where migrant workers are on the frontline of petroleum extraction. To deliver to these frontline workers, Cui once drove 280 kilometers for the longest delivery. This year, ahead of Chinese New Year, many workers who were not able to go back to their hometowns sent Mangya’s specialties to their families thousand miles away through Cui, via JD Express.

Couriers like Cui are one of many at JD. In 2014, JD launched the “pioneer station” plan, which gives opportunities for couriers to go back to their hometowns to establish stations extending JD’s services in remote areas.

Last year, JDL announced that it will upgrade its lower-tier markets program to provide 24-hour delivery service in over a thousand counties and tens of thousands of townships in China. As of now, JD’s logistics networks cover almost all districts and counties in China.