On January 8th, JD Super, the supermarket division of JD.com, received the esteemed “Annual Responsible Brand” award from China Philanthropist magazine for 2024. This recognition underscores JD Super’s dedication to social responsibility and its impactful contributions to the maternal and infant health sector.

Focused Support for Mothers in Ethnic Village Communities

In 2024, JD Super’s mother and baby team spearheaded a series of charitable initiatives. In April, they collaborated with 40 maternal, infant, and toy brands to launch a charity donation campaign. The first donation reached 1,000 newborn families in Xide County, Liangshan Yi Autonomous Prefecture, a mountainous area in Southwest China, providing essential baby items like diapers, formula, and skincare products.

This initiative expanded to support mothers in ethnic villages across Sichuan, Qinghai, and Guizhou. To date, these efforts have resulted in donations exceeding 1.3 million RMB in maternal and infant supplies.

Additionally, JD Super has provided e-commerce skills training to local mothers, empowering them to market traditional crafts such as embroidery and Thangka online. This has helped increase their income and alleviate their families’ financial burdens.

Innovative and Reliable Services to Reduce Parenting Costs

Beyond charitable efforts, JD Super remains committed to offering comprehensive, high-quality, and cost-effective parenting products and services to new parents.

On January 12, 2024, JD Super, in partnership with 17 brands, launched the industry’s first “Caring for Families: Free Diaper Donation” initiative. This program supplies free diapers for newborns and premature infants to participating families, enabling them to experience premium products while easing financial strain. To date, the initiative has partnered with 48 maternal and infant brands, distributing 388 diaper varieties to 1.18 million families, saving each household over 1,000 RMB.

In 2023, JD Super introduced the “Allergy-Free” testing service, offering free samples and low-cost trials of baby care products to help families test and avoid allergic reactions. This service now encompasses over 7,000 products from more than 200 brands.

JD Super’s “First Baby Bottle Plan” provides high-quality newborn bottles at a 50% discount through brand partnerships for underwriting online sales, benefiting 300,000 families in 2024 by reducing parenting costs.

To meet the demand for fresh and nutritious formula, JD Super offers a “farm to bottle” direct delivery program, ensuring products reach consumers within 28 days of production to preserve freshness for healthy baby growth. Additional services such as diaper size exchanges, rash-free guarantees, safe baby food trials, and allergy-free options cover over 90% of JD Super’s self-operated mother and baby products, consistently delivering high-quality, affordable products and attentive services to customers.

(vivian.yang@jd.com)