Jul 2, 2020| JD Retail

MUJIcom Opens at JD Headquarters

Ling Cao

by Ling Cao

In June 2020, Japanese brand MUJI opened a new form, MUJIcom, at JD Headquarters in Beijing, providing employees a casual and convenient lifestyle.

This MUJIcom store not only provides selected products such as daily necessities and food, but also offers lunch boxes, simple meals and a comfortable environment to meet the needs of office workers. The store has implemented IC tags on all products in an effort to be more environmental-friendly.

MUJI BOOKS is also integrated into the store, and provides nearly 4,000 volumes of books on the themes of clothing, food, housing, travel, leisure and nurturing.

In the store, employees can enjoy meals, afternoon tea, as well as business meetings in a casual and relaxing environment. Several self-checkout counters and automatic ticket vending machines help reduce waiting time. The store accepts payment by JD employee ID, a perk for employees.

JD continues to offer a more joyful working environment for employees. Several popular stores have opened in its headquarters this year, including KFC and popular milk tea brand HEYTEA.

(ling.cao@jd.com)

Apr 16, 2025| JD Retail

JD.com Unveils New Product Growth Initiative to Incubate 600 100-Million-Yuan Bestsellers in 2025

Yuchuan Wang

On April 15, 2025, JD.com unveiled its New Product Growth Initiative to invest tens of billions of RMB in web traffic and funding to support new products, including upgrades to its marketing and digital capabilities to support new product launches. The initiative aims to facilitate 60,000 new products achieving over RMB 1 million in annual sales, 6,000 surpassing RMB 10 million, and 600 reaching RMB 100 million in sales.

As a part of the initiative, JD.com also announced the official upgrade of its product release channel, JD Little Cube, to JD New Products, which includes a more prominent entry point positioned at the top of the app’s homepage for consumers to conveniently discover, browse and purchase the latest products, increasing visibility for new launches for brands. JD.com will also increase the number of flagship new product collaborations by 40% year-on-year, further deepening partnerships with brands to bring consumers an enhanced shopping experience.

JD.com has long prioritized new product incubation as a key driver of growth. In 2024, over 250 million users purchased new products on JD.com, with the number of merchants participating in new product launches increasing by 130% compared to 2023, while the number of new product releases surged by 160% year-on-year. Many brands have seen remarkable success on JD.com, with some achieving a return on investment of over 100 times.

JD.com has also introduced its Marketing 2.0 Framework for new product launches, which offers end-to-end support covering all phases of product rollout, from early incubation and content seeding to sales expansion and sustained growth.

As part of its marketing capabilities upgrades, JD.com is building an integrated online and offline marketing ecosystem to amplify exposure for new products across multiple channels. Online, JD.com will enhance its matrix of signature new product IPs — including its New Product Channel, JD New Product Day, Brand Launch events, New Arrival Season, Gifting Season, and Exclusive Product Lotteries — offering brands more diversified promotional opportunities. Notably, by the end of April, JD.com will officially launch the Gifting Channel, a dedicated marketing touchpoint for brands to promote new gift-oriented products. JD.com will also leverage its unique assets, such as JD MALL, the JDG e-sports team, Youth Merchandisers, JD PLUS memberships, and Campus channels, while activating IPs and resources across various business units.

To enhance content-driven growth, JD.com will integrate in-app and off-app marketing capabilities. This includes deepened partnerships with platforms such as Xiaohongshu (Rednote/RED), where JD.com will launch the New Product Channel x Xiaohongshu Alliance at the end of April. This initiative connects off-app product seeding with in-app personalized discovery and conversion, ensuring a seamless path from seeding to purchase. In parallel, JD will upgrade its in-app interaction experience with globally leading 3D advertising technology to deliver immersive, dynamic 3D visuals that elevate both user experience and marketing performance, enabling brands to showcase new products in more engaging and effective ways.

JD.com has also launched two new digital innovation tools: the JD Innovation Center (JDIC) and the JD Tryout Center. These tools enable brands to tap into data-driven user insights and gather extensive user feedback to greatly improve new product launch efficiency.

(yuchuan.wang@jd.com)

Apr 11, 2025| JD Retail

JD.com Partners with Thailand’s Ding Kong on Direct-Sourcing Collaboration, Ensuring a 2,500-Tonne Supply of High-Quality Frozen Durian

Vivian Yang

JD Super, the supermarket division of JD.com, is excited to announce a strategic partnership with Thailand’s leading liquid nitrogen-frozen durian producer, Ding Fong Co., Ltd. (Ding Fong Group) on April 8^th, to exclusively supply 2,500 metric tonnes (150 containers) of premium frozen Thai durians to Chinese consumers. The agreement, marked by a ceremonial plaque exchange, designates Ding Fong as JD Super’s official durian supplier in Thailand, reinforcing JD’s commitment to sourcing high-quality imported fruits through direct collaborations with global producers.

All liquid nitrogen-frozen durians sold on JD Super are sourced from Thailand’s top-growing regions, ensuring pest-free, premium-grade fruit. Ding Fong, responsible for roughly 30% of Thailand’s liquid nitrogen-frozen durian exports, utilizes proprietary rail-guided freezing technology to enhance production efficiency and preserve the fruit’s natural flavor and texture.

“Our quality standards align perfectly with JD Super’s consumer-centric approach,” said a Ding Fong Group represen tative. “By integrating JD’s platform reach with our production expertise, we aim to efficiently scale the delivery of premium Thai durians to China, creating value for both businesses and consumers.”

To guarantee freshness, JD Super ensures durians are frozen within 2–5 days of harvest at Ding Fong’s Thai facilities. Leveraging JD Logistics’ advanced cold chain network, orders are delivered to Chinese consumers as soon as 24 hours of purchase. JD Super also offers competitive pricing through its direct scalable sourcing and “10-billion-yuan discount” program, alongside customer guarantees such as compensation for damaged fruit and verified weight accuracy. For example, JD Super’s Thai Monthong durians (2–3 kg) are guaranteed to include 3.5 plump fruit chambers, with refunds provided for issues like underripe pulp, missing chambers, or spoilage.

China’s durian imports hit nearly $7 billion in 2024, cementing its status as the largest market for the fruit globally. JD Super has capitalized on this demand, achieving a 30% compound annual growth rate in durian sales over the past three years, with liquid nitrogen-frozen durian sales doubling annually since 2022, firmly maintaining its leadership in the industry.

“This partnership exemplifies JD Super’s strategy to connect international producers with Chinese consumers through innovation and efficiency,” said a JD Super spokesperson. “By combining Ding Fong’s agricultural leadership with JD’s retail and logistics strengths, we’re setting new benchmarks for quality, affordability, and reliability in the imported fruit market.”

(vivian.yang@jd.com)

It’s One of JDC’s Goals to Empower Offline Retailers in Thailand: CMO