Jun 5, 2020|
JD: The Largest Retailer of Moutai Safeguards Its Authenticity
by Rachel Liu
JD’s annual 618 Grand Promotion started on June 1st. In the first five minutes, sales of Moutai products increased 118 times y-o-y.
Moutai‘s outstanding flavor has made it one of the most popular liquor brands in China. Every year the amount of Moutai that can be sold on market is limited. As such, it is not just a product for consumption, but also for collection. JD’s partnership with Moutai started in 2014, and this March, JD deepened its partnership with Kweichow Moutai to source products directly from the brand. JD got the largest quota of Moutai products among all retailers in China, reinforcing its position as a reliable source for Chinese consumers to buy Moutai.
Now, Moutai’s popular products, such as 43% alcohol Moutai, Chennian Moutai and classic 53% alcohol Feitian Moutai, which is the hardest to get, are all available on JD. Getting a bottle of Moutai to a JD customer is not a simple process, and JD and Moutai have worked closely to ensure that all customers can buy Moutai on JD with peace of mind, and in a fair way. This cannot be achieved without JD’s commitment to authenticity, self-built logistics system and leading retail technology.
Before June 1st, the first day of JD’s June 18 Grand Promotion, every day at 10 a.m., members of JD’s premium membership, JD PLUS were able to buy 53% alcohol. After June 1st, sales of the product open up from time to time. Each customer can only buy two bottles at a time, and no more than five bottles in a single month. Purchase is only open to customers who have had their real names verified, ensuring no customer can register multiple accounts to buy the product. The product will be sold out in a few seconds every time. To prevent scalpers from trying to game the system, in 2017, JD launched an “anti-scalper” system for Moutai products. Leveraging big data to analyze customers’ browsing history, demographic, location, and occupation, the system can automatically distinguish scalpers from real customers. So far, it has intercepted over 100,000 scalpers’ orders.
The entire transportation of Moutai products is done by JD Logistics. JD Logistics will pick up the products from Moutai and store them in JD’s own warehouses, making sure the products are safely stored and ultimately delivered to the consumer. Since June 2018, JD.com has launched a blockchain traceability system for Moutai. All Moutai products have JD’s exclusive traceability codes. After receiving their Moutai products, consumers can scan the code with the JD app or WeChat, and see the complete journey of the product, including when and where the product entered JD’s warehouse and all the steps in the transportation process, re-assuring customers that the product is authentic. JD shares traceability data with Moutai every month to improve the system with Moutai experts. After the beginning the traceability program, customers’ satisfaction on shopping experience has improved significantly to over 99%.
JD has also worked with Moutai’s sub-brand Wangmao, which targets a younger consumer base, and became the exclusive sales channel for Wangmao products. Going forward, JD.com will fully leverage its technology, logistics, big data, and supply chain capabilities to work with Moutai on deeper cooperation in omnichannel projects, finance, and logistics to spur their quality growth.
Nov 7, 2024|
CIIE 2024: JD.com to Expand Imports of Specialty Brands, Strengthen Healthcare Partnerships, and Enhance Logistics
At the 7th China International Import Expo (CIIE) on November 5, JD Super, the supermarket division of JD.com, announced a major initiative to broaden its selection of imported specialty. Over the next three years, JD Super plans to introduce over 1,000 new international brands to meet the increasing demand for high-quality, diverse imported goods.
Meeting the Growing Demand for Quality Imports
According to JD Worldwide’s “White Paper on 2024 China Cross-Border Consumption Trends,” more than 80% of Chinese consumers are interested in imported products, with many prioritizing authenticity, quality, and fast delivery. In response, JD has significantly expanded its range of international offerings. During the ongoing Singles’ Day Grand Promotion, sales of cross-border products have surged, with more than 600 brands experiencing a sales increase of over 100% compared to last year.
Strengthening High-Quality Food Partnerships
Demonstrating JD.com’s commitment to sourcing high-quality products, JD Super signed a new procurement agreement at CIIE with Huadong Foods and Teys, a major Australian beef brand under Cargill. Under this agreement, JD Super and Huadong Foods will procure $50 million of Teys beef throughout 2025. This partnership underscores JD’s strategy of collaborating with trusted suppliers to provide high-quality, affordable beef to Chinese consumers.
Delivering Authentic Global Goods Efficiently
JD Logistics has built a robust logistics network that spans bonded, direct mail, and overseas warehouses, facilitating fast deliveries of imported items across categories such as electronics, fashion, beauty, food, and baby products. In many major cities, delivery times have been reduced to under 48 hours.
For instance, JD Super’s partnership with Raub of Malaysia enables the import of Musang King durians, which are harvested at peak ripeness and air-shipped with cold chain logistics for delivery within 24 hours. Additionally, JD.com also secured an early supply of Chilean cherries, available since October, which can be delivered in as little as 30 minutes in many areas through JD NOW, its on-demand retail service.
JD.com’s “JD National Pavilions” program, which features over 150 country-themed flagship stores from more than 70 countries and regions, continues to be a cornerstone of its import strategy. Supported by embassies and reputable organizations, this initiative offers Chinese consumers access to premium products and cultural experiences from around the world. In April, JD launched the JD National Pavilion of Mali, introducing popular items like shea butter and garnering over 40,000 followers.
Expanding Healthcare and Logistics Partnerships
JD Health is also making strides at CIIE by strengthening partnerships with leading global healthcare companies, including Merck, Bayer, and Roche. As “China’s premier online health access point,” JD Health is committed to integrating digital and physical healthcare resources to improve access and convenience for patients.
Key collaborations include initiatives with Haleon to promote brain health and anti-aging for the “silver economy,” with MSD China on a digital diabetes management model, and with Teva Pharmaceuticals to provide patient education for conditions such as tardive dyskinesia (TD) and Huntington’s disease (HD).
On the logistics front, JD Logistics announced plans to double its overseas warehouse space by 2025 and expand its network of bonded and direct mail warehouses. JD Express now serves over 60 countries, enhancing cross-border delivery efficiency and supporting both brands and consumers.
Through these efforts, JD.com reaffirms its commitment to sourcing and delivering authentic, high-quality imported products to Chinese consumers, supported by an advanced supply chain that ensures a superior shopping experience.
(vivian.yang@jd.com)
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