On September 19th, JD Super, the supermarket division of JD.com, collaborated with the city of Wuchang and leading local businesses to officially launch the Wuchang rice harvest season. This partnership highlights JD’s commitment to promoting premium agricultural products and providing customers with access to authentic Wuchang rice at competitive prices, thanks to a direct-from-source supply chain.

Wuchang rice harvest ceremony held at the production base for JD Super

To mark the event, four international influencers were invited to experience the rice harvest firsthand in the paddy fields. Brian, an influencer from Argentina, was impressed by the large-scale mechanized farming operations in Northeast China, witnessing the entire process from plowing and seedling cultivation to transplanting and harvesting. Ameen, a journalist from Iraq, marveled at how China, with only 9% of the world’s arable land, is able to feed 20% of the global population.

Russian vlogger “Liu Nasijia” gained a new appreciation for rice, discovering its versatility beyond its use in traditional sushi, thanks to the Wuchang rice tasting. Meanwhile, Rwandan influencer “Xiao Hei Tan” pointed out the affordability of JD Super’s rice product offerings, noting that while rice in Africa typically costs around 5-6 yuan per 500g, JD Super offers it for under 3 yuan per 500g, making it highly accessible to consumers.

“Liu Nasijia”, “Xiao Hei Tan”, Ameen and Brian

Wuchang, located in Heilongjiang Province in Northeast China, is known as the “Home of Premium Rice.” For nine consecutive years, Wuchang rice has topped China’s regional brand value list. Harvested once annually, the rice has a growing cycle of approximately 150 days, with the harvest taking place over 15 days in late September.

To ensure a steady supply of high-quality Wuchang rice, JD Super has partnered with leading local enterprises, including Jinhe Rice Industry, to offer exclusive sales. By establishing a dedicated rice production base in Wuchang’s core agricultural area, JD Super ensures that customers receive only the finest rice.

JD Super’s dedicated rice production base in Wuchang

Since 2019, Wuchang has been selling traceable, authentic Wuchang rice through two flagship stores on JD Super. In addition to helping local businesses in Wuchang establish brand stores and expand their online presence, JD Super’s sales of Wuchang rice now exceed 1 billion yuan annually.

A notable success story is Jinhe Rice Industry, whose premium brands, Shengshangyipin and Tianzuogushi, have seen significant growth through exclusive offerings on JD Super, including organic Wuchang rice and germ rice. By leveraging JD’s “10 Billion-Yuan Discount” program, Jinhe Rice Industry saw a 138% sales increase from January to August 2024, surpassing the growth of JD Super’s overall rice category.

On September 19th, JD Super also launched its third annual Agricultural Specialties Shopping Festival. By eliminating middlemen and sourcing products directly from farms, JD Super ensures that consumers enjoy top-quality agricultural products at the most competitive prices. With initiatives like the billion-yuan agricultural subsidies and livestream sales, JD Super is making premium, authentic goods more accessible to shoppers across China.

(vivian.yang@jd.com)