May 25, 2021|

Nestlé, Danone and Lego Won Top International Brand Awards by JD


by Rachel Liu

Nestlé, Danone and Lego won Top International Brand Awards at JD’s 618 kick-off conference held in Beijing on May 20 for their sales, product development and customer service on JD.

Nestlé began to work with JD in 2011. As the largest food manufacturer in China and a Fortune 500 company, Nestlé has worked deeply with JD on customer operations, Consumer-to-Manufacturer (C2M), marketing and supply chain to provide high-quality products and services for customers. In April 2019, Nestlé launched an 800g package of crispy wafer bars developed with C2M, suitable for customers to take on family outings. It launched 10 times quicker than usual products of Nestlé. The brand also worked with JD on sustainable development projects, such as implementing new energy vehicle transportation and recyclable packages.

Many of Danone brands, such as Aptamil, Nutilon, Cow&Gate, are popular among consumers in China. In 2020, Danone and JD analyzed customers’ demands and successfully launched a new product Nutilon PRO on JD in just six months. On June 18, 2020, the peak day of JD’s 618 Grand Promotion (Jun. 1-18), Danone ranked No. 2 among milk powder brands. During the past Singles Day Grand Promotion (Nov. 1-11), Danone products also performed well.

Lego is a now the most popular toy brand in China, and since joining JD in 2015, its sales have been increasing quickly. JD provided support on products, marketing, customer experience and other resources. The two sides are working together to develop themed products of Lego to discover new growing opportunities.

“During the upcoming 618 Shopping Festival, we would like to bring the best experience to customers, help brands develop faster and create more social value,” said Chenkai Ling, vice president of “JD is working with more international brands to bring high quality products to China and improve customers’ satisfaction.