Mar 6, 2021|

JD Worldwide Introduces New Marketing Strategies for 2021


by Rachel Liu

JD Worldwide, JD’s platform for imported products, aims to better leverage its marketing capabilities to help overseas brands grow in 2021 through new programs, as was shared with key partners at JD headquarters on Mar. 5.

“We hope that marketing will become a key driving force for the growth of JD Worldwide and our partners,” said Frank Yu, general manager of marketing and operations at JD Worldwide during the session. “We will focus on four key aspects: Increase the brand recognition of JD Worldwide and it’s Imported Products Day promotion on the 15th of each month, improve the efficiency of using marketing resources, and innovate in the areas of content marketing. Our goal is to achieve success together with partners.”

Among the core marketing projects is the celebrity stores project, in which JD Worldwide works with leading entertainment companies to invite celebrities and KOLs to open stores on JD to bring more traffic to the platform and improve the diversity of JD Worldwide’s customer base. JD Worldwide has worked with companies including Wanda Cinemas and Taihe Music Group to open celebrity stores, and aims to work with 160 celebrities and well-known IPs to open stores in 2021.

JD Worldwide will also continue to recruit customers who are passionate about recommending products to become its influencers and join livestreams and offline activities. As of Nov. 30, 2020, the project has generated over RMB 10 million yuan of sales. JD Worldwide will also go to universities to select over 1,000 Key Opinion Consumers, especially those who have strong knowledge in vertical categories, in order to increase its appeal among young customers.

In addition, the JD Imported Supermarket, which was launched last November, will continue to be an important sales channel for overseas brands. The JD Imported Supermarket gathers high-quality consumer goods from all over the world, aiming to be a “go-to” place for customers.

Since launching in 2015, JD Worldwide has attracted over 20,000 brands and over 10 million SKUs from over 100 countries including the U.S., Canada, South Korea, Japan, Australia, New Zealand, France, Germany, etc. Any brands interested in building their business with JD in China can apply via, by emailing or by adding the “JDworldwideBD” account via WeChat.