JD Works with Dragon Well Tea Growers to Benefit Customers

JD Works with Dragon Well Tea Growers to Benefit Customers

by Rachel Liu

To bring fresh West Lake Dragon Well tea to more Chinese customers, JD has partnered with local brands in Hangzhou, Zhejiang province to leverage JD’s supply chain to deliver the popular product nationwide. JD and the Hangzhou government held an opening ceremony where the news was announced on Mar. 30th.

The best Dragon Well tea is picked in spring, and among spring tea, leaves picked prior to Qingming Festival (Apr. 4 of solar calendar this year) is of the highest quality. As time is of the essence in guaranteeing freshness, JD Logistics ensures that over 90% of spring tea can be delivered within 24 hours. JD and local tea brands also formed a “tea tracing alliance” to allow customers check the information of the tea throughout the whole production process, enhancing transparency.

“As a trusted platform for Chinese consumers, JD hopes to provide more diverse and high-quality tea for customers,” said Xiaojun Wang, head of packaged foods at JD FMCG.

Pre-sales for premium spring tea from all over China on JD kicked off in late February. Many brands that produce West Lake Dragon Well tea, such as Luzhenghao (卢正浩) and Lions (狮峰), have been highly popular on JD since March.

JD’s recent consumption report on spring tea shows that West Lake Dragon Well tea is the most popular type of spring tea among JD customers who are willing to buy high-quality products with higher prices. Sales of premium Dragon Well tea pricing over RMB 1,000 yuan accounts for 18% of all pre-sales, a 12% increase YOY. .

 

(liuchang61@jd.com)

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