Jul 20, 2020|

JD Super Joins Hands with Leading Beverage Brands to Form “Beverage League”


by Rachel Liu

On July 17th, JD Super, JD’s online supermarket, joined hands with over 10 leading beverage brands including Coca-Cola, Pepsi, Nongfu Spring, evian and more, to form the “Beverage League”. The initiative is intended to promote the development of beverage traceability and omnichannel supply chain through opening up JD’s smart supply chain, omnichannel sales and marketing ability.

The initiative aims to empower beverage brands in the following four aspects:

  • Leverage JD’s big data to help brands create popular C2M products;
  • Integrate JD’s online and offline marketing abilities to support beverage brands;
  • Open omnichannel smart supply chain to brands to improve supply chain efficiency;
  • Improve customer loyalty through comprehensive user operations.

JD Super will promote the beverage traceability program to provide customers with high-quality beverage products. JD Super will focus on promoting natural mineral water by setting up a designated area of the JD platform and developing a ranking of products in the category. JD Super will also leverage over 4,000 offline stores of its key supermarket partners, to help brands develop more comprehensive B2B and B2C supply chains.

This June, JD worked with C’est bon to expand one-hour delivery to Beijing, Tianjin and Hebei province. JD Super’s Omnichannel Fulfillment program has already achieved  one-hour delivery in over 160 cities, and covered over 200 cities. JD Super recently launched a “scheduled purchase” service for beverages, which means customers can break their orders into weeks or months, and have JD Logistics deliver the products according to the schedule so as to mitigate storage space and product expiration concerns.

A Nielsen report shows that from January to May 2020, JD Super accounted for 60% of B2C beverage market in China. In the category, bottled water and carbonated beverages accounted for 63% and 62% respectively. JD’s market share increase also surpassed the average B2C market increase of beverage industry in China.