Sep 2, 2020|

JD Promotes Premium Wuchang Rice through Online Shopping Festival


by Rachel Liu

On August 30th, JD and the government of Wuchang, Heilongjiang Province, jointly initiated the first “Wuchang Rice Online Shopping Festival”, to bring premium rice originated from Wuchang to more Chinese customers, and support local farmers and brands to develop further by going online.

The city of Wuchang now is China’s only “Five Star” production area for rice. It has a special fragrance and flavor that makes it unique compared with rice grown in other areas, and is thus very popular among Chinese consumers.

Jian Yang, Major of Wuchang city said: “Wuchang has advantageous natural resources to grow high-quality rice. We hope to increase the sales of the rice and improve the confidence of farmers and enterprises through the shopping festival. We will continue to work with JD not only on retail, but also logistics, financial services and more, to build a better future for the city.”

Xiaojun Wang, general manager of Packaged Foods, JD FMCG Omnichannel said:
“With JD’s over 417 million active customers and leading supply chain and technology advantages, we hope to help Wuchang city to promote the brand around the country and improve the situation of local farmers after COVID-19.”

Based on the Online Shopping Festival, JD and Wuchang city will expand the partnership to omnichannel fulfillment, key account procurement, JD cloud warehouse and Yihaodian (No.1 store), JD’s online membership store.

The shopping festival is the latest of several initiatives in which Wuchang rice has leveraged the JD platform for more exposure. This April, JD and the Wuchang government reached a partnership agreement and established the Wuchang rice first-party and flagship store. During the June 18 Grand Promotion (618), government officials from Wuchang city joined JD Live, JD’s livestream channel, to promote the iconic rice in person. Over 1.3 million viewers joined the livestream, and sales generated from the livestream increased 319%.