In-depth Report: JD’s Female Pioneers Are Reshaping the World

by Yuchuan Wang & Hui Zhang

International Women’s Day, which is celebrated on March 8th, is a focal point in the women’s rights movement for the pursuit of gender equality. It is also a  day celebrating the social, economic, cultural, and political achievements of women.

At JD.com, there are many women who have not only achieved success in their careers, but also achieved great satisfaction in their lives. These women work hard, and are confident and diligent. They make unremitting efforts to change the industry in their own field and even the world. Here are the stories of four of JD’s female employees.

 

Xiaoxia Zhang: Connecting rural areas with the world

When Xiaoxia Zhang looks back on the earlier parts of her life, she describes her younger self in humble terms: “I couldn’t have been more ordinary.” Back then, she was a full-time housewife living in Linze, Gansu province.

Linze is 40 kilometers away from Zhangye, a city that attracts tens of millions of travelers to the beautiful scenery of its Danxia geomorphology. Local residents, particularly in Linze, were almost cut off from the rapidly developing Chinese e-commerce industry, with parcels taking about a week to arrive, when some larger cities were already enjoying same-day delivery.

That all changed when Zhang decided to say farewell the housewife life, establishing the first JD delivery station in Linze.

Xiaoxia Zhang in front of her station

Xiaoxia Zhang in front of her station

In 2016, Zhang noticed a JD Logistics courier recruiting poster in her WeChat social media feed. “I was quite nervous to apply for the position,” Zhang said. “At that point I had never had a job, not to mention I’m also a bit introverted and a courier may need to have good communication skills.”

Zhang decided to call the number on the poster anyway, and soon learned about JD’s program to build “pioneer stations” in rural areas all over China to connect rural people with global offerings through its logistics and e-commerce platform.

Being a “pioneer” meant the newcomers would need to create a JD outpost from scratch- and alone, due to the small volume of orders at the beginning. As the job requires some physical labor, the conventional thinking held that men might have an advantage in the position.

But Zhang didn’t give up, and her determination touched JD’s recruiter. In her first few months on the job, the company assigned a mentor courier to teach Zhang how to use systems, communicate with customers and drive a delivery vehicle.

“I remember that on the first day I joined JD, on Mar. 11 in 2016, there were only eight parcels for delivery,” said Zhang. “I was too shy to talk to customers, but there was a young teacher in a local middle school who knew I was JD’s first courier in Linze, so he gave me a five-star score on JD’s app. That was the first time I felt how fulfilling this job could be.”

I was JD’s first courier in Linze, so he gave me a five-star score on JD’s app.

Now, with Zhang’s dedication in the past five years, shopping online with fast delivery is no longer a rare thing for people living in Linze. Placing an order in the evening and receiving it the next morning is the new normal. “Now I have two more colleagues at the station, and we deliver over 200 parcels daily on average, and during peak sales seasons, the amount will go up to over 800.”

“My life dream was to buy an apartment here in Lingze, and now I’ve achieved that dream through my own efforts at JD, something that I couldn’t imagine before.”

“Now I think I have also fulfilled another dream, to connect the world by my hands with everyone in Linze.”

 

Ying Zhao: Shaping the future of the modern city

Ying Zhao is shaping the future of people’s lives, as a scientist in charge of R&D of JD iCity, a project led by Dr. Yu Zheng, an outstanding AI scientist at JD Technology.

Cities worldwide are faced with ongoing problems in traffic congestion, medical care, and urban management, among many others. JD iCity is dedicated to using technology to address these issues. “I hope my research can be put into real application, serving every resident by turning technology into real products,” said Zhao.

When Zhao was studying for her doctorate degree at Tsinghua University, she participated in a program to use video analysis technology to recognize and quickly respond to emergencies happening to women. “We always read news about women being hurt in underground garages, or getting robbed at night,” Zhao said. “Now, through our technology we can use video analysis to recognize and sound the alarm in these situations to protect women.”

Ying Zhao: Shaping the future of the modern city

Ying Zhao

Last September, JD and Nanton, a city in Jiangsu province, announced the two parties have built China’s first modern governance command center. To fulfill this project, Zhao and her team stayed in Nanton for several months. The project is ambitious and wide-ranging, with an impact that will be sensed by every resident, she said.

One application of the project is the intelligent supervision system for hazardous chemicals. For example, by monitoring the transportation routes of trucks carrying hazardous chemicals, the system can closely monitor abnormal behavior like sudden prolonged stops or detours; and by analyzing the surrounding environment, it can determine the root cause, such as irregular transportation or illegal production.

After the launch of the Nantong project, Zhao feels more connected to the city itself when she walks its streets, she said.

“As a result of our work I saw the environment around the campus get more quiet, and the city administrative hall became more efficient with fewer queues,” Zhao said. “With one click in the command center, we can know the dynamic number of tourists in Langshan (a local tourist site), and in the future we will see the environment get greener. I feel like Nantong has become my second hometown, as I have measured it with data and my own footsteps.”

 

Dongyuan Wang: Redefining the healthy industry

“What can really reshape the health industry must be a compassionate heart, eyes full of awe and desire to change the industry step by step”—This is the philosophy driving Dongyuan Wang, the general manager of JD Health’s Intelligent Medical Services Department, as she explores the burgeoning field of digital health.

Prior to JD Health, Wang worked with IBM and Microsoft, where she was responsible for sales of big data’s analytical products. She has nearly 15 years of working experiences related to technology and big data, and has rich experience in accelerating industrial development through scientific and technological innovation. Her previous work empowered her to get access to different industries, and of these areas she believes that the potential of the health industry is the most impressive, after having witnessed how technology has helped thousands of patients.

She recalled a fond memory of cooperation with Ruijin Hospital, a renowned general hospital in Shanghai, on the precision of medication for children with leukemia. Arsenic trioxide is helpful in controlling certain types of leukemia and can effectively control the progression of the disease. It is widely used in clinical applications, but arsenic trioxide is highly toxic and potentially life-threatening if it is taken in the wrong dosage. Through in-depth research with professional doctors and technicians, she found that technology could provide doctors with guiding doses of medication, improving the safety of medication, and saving sick children from the improper medication.

“Patients want to spend less to get more healthcare, and that can only be changed through technology,” said Wang.

In 2016, Wang started her own business, but this experience also made her realize that it was hard to realize her dream without strong technical and platform capabilities. In 2018 she decided to join JD. Now JD Health is listed in Hong Kong to benefit more people through a way of combining both internet and healthcare. She has also led her team to create a PharmCOO (“Pharma chief operating officer”), an AI-based prescription review and analysis system, that optimizes the clinical prescription process and improves patient safety.

Dongyuan Wang (right) and Lijun Xin, CEO of JD Health, on the listing ceremony of JD Health

Dongyuan Wang (right) and Lijun Xin, CEO of JD Health, on the listing ceremony of JD Health

Wang is also mom to a 10-year-old girl. Whenever she is tired, her daughter always gives her a hug and says something sweet, Wang recalls with a smile. Her husband also supports her unconditionally. Because of the support from her family, she has more time to study digital health. She likes to find answers by reading, and always reads each book at least twice, drawing the key points of the reading with a mind map.

“I may be a little clumsy sometimes, but I am diligent and I know when to seize the opportunity when it comes, Wang said. “I hope I can have more in-depth understanding of health industry and reshape the industry in a digital way.”

Dongyuan Wang and her daught

Dongyuan Wang and her daught

 

Kunjiara: Making society a better place

Kunjira Pavasant, the head of the branding marketing team of JD CENTRAL, JD’s joint venture in Thailand, is a skilled marketer with over 15 years of experience and always has a passion for making a difference in the world. Over the past decade, she has participated in a few volunteer works for good causes.

Before joining JD, Pavasant worked as a CSR specialist for TMB Foundation focusing on building sustainable development of youth and community. Half of her job with the foundation involved inspiring and empowering youth, especially those who are underprivileged, to become “change makers”. The foundation runs 4 youth centers offering a free 3-year-program of art and life-skill classes to underprivileged kids in the nearby communities.

In return, each kid would only need to give their commitment to help make their own community better using the skills and knowledge they have learned in the form of “community improvement projects”. So far, 4 out of the many community projects from kids have grown and evolved to be a social enterprise that will improve health and wellness of the community in a sustainable manner.

Kunjira Pavasant, the head of the branding marketing team of JD CENTRAL

Kunjira Pavasant

“The volunteer and CSR experiences really have inspired me to pursue a career that allows me to create a meaningful impact to the people and society,” said Pavasant.

“I believe working at JD CENTRAL would give me such an opportunity with the company’s commitment to promoting access to quality products and trustworthy services among Thai consumers anytime anywhere.”

JD is dedicated to promoting gender equality in the workforce, and toward this end has made efforts to help working mothers better balance their work and life in the workplace by continuously improving preferential policies for women. At present, JD provides on-site childcare to alleviate pressure on female employees who have children, and more.

 

(yuchuan.wang@jd.com; zhanghui36@jd.com)

APEDE MOD Launches Flagship Store on JD

by Hui Zhang

New York fashion brand APEDE MOD announced the launch of a flagship store on JD.com on March 8th to present its latest series of bags to Chinese consumers. To mark the store’s opening, APEDE MOD brings its classic Froggy bag, Le Book, and Deco Line, as well as its new series of gradient color bags.

new series of gradient color bags

Since its trial operation on Feb. 1, the brand’s weekly sales on JD have grown steadily at a steady rate of 200%. Consumers with strong consumption power are one of the most important factors attracting APEDE MOD to partner with JD. As an increasing number of fashion brands have been working with JD due to the pandemic impact, the company has become a favorite for many international fashion brands to partner with so as to assist them in exploring Chinese market.

“JD has been acting as a trustworthy ecommerce platform for our brand to be featured in China market. Through our partnership, APEDE MOD helps to enrich JD’s international profile,” said Vic Li, senior e-commerce manager of APEDE MOD.

Each bag is designed with inspiration from nature, vintage pieces, architecture and modern culture.

Founded in 2016 in New York, APEDE MOD was created by two women, Jaquelyn Wang and Claudia Lin, in their search for the perfect go-to bag. Each bag is designed with inspiration from nature, vintage pieces, architecture and modern culture.

 

(zhanghui36@jd.com)

JD Super in Spotlight for Supporting Chinese Brands Going Overseas

by Hui Zhang

As the EU-China bilateral agreement of protecting geographical indications (GIs) in China and Europe entered into force on Mar. 1, JD.com, among other retail platforms, came under the spotlight for its efforts in helping Chinese products go global.

The agreement protects around 500 iconic European and Chinese agri-food names against imitation and usurpation, and many Chinese products, such as Anji white tea and Shanxi mature vinegar are on the list. The two products have witnessed increasing sales on JD.com thanks to support from the platform.

Take tea as an example. Official data shows that China’s ready-made tea beverage market size will reach RMB 478.9 billion yuan in 2021, however it is difficult for tea brands to go abroad due to the slow industrialization and branding processes. JD Super together with tea alliances and local government leverages its strength to provide preferential policies to help tea growers quickly win market share.

Since joining JD in 2017, Anji white tea has achieved a compound growth of 270% in 2020, up 270% YoY, reaching 8.7 times the industry average growth rate.

“The diversification of consumption scenarios has played an important role in the development of tea industry, and JD will take advantage of its platform to enable China’s high-end tea to reach the rest of the world,” said Lizhen Liu, general manager of JD’s FMCG business unit.

Shanxi mature vinegar has also benefited from e-commerce platforms such as JD. According to JD Super’s data, the compound annual growth rate of Shanxi mature vinegar exceeded 50% YoY in 2020 on JD. Meanwhile, this vinegar not only sells well in northern China, but has also become the first choice of condiment for consumers in many southern cities including Chengdu, Dongguan, and Hangzhou.

 

(zhanghui36@jd.com)

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 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 https://www.jd.hk/cooperation_en, by emailing worldwide_BD@jd.com or by adding the “JDworldwideBD” account via WeChat.

 

(liuchang61@jd.com)

Enjoy a Cup of Zhejiang’s New Tea before Qingming, Thanks to JD

by Kelly Dawson

After the spring rain, tea farmers across China rush to harvest and prepare the leaves for a nationwide population of tea enthusiasts that drink nearly 40 percent of the world’s tea.  For Zhejiang province, which is the largest producer of green tea in the world, it’s a particularly hectic time, with some farmers sleeping only three hours a night until the leaves are harvested. In Zhejiang, tea harvested before  Qingming Festival (April 4 this year) is identified as high quality product.

In order to support these farmers, JD is participating in this year’s “Zhejiang has great tea” campaign, boosting efforts in marketing, logistics and more. The company recently sent mobile care vehicles to villages across Zhejiang with drinking water, bread and other energy-boosting snacks, along with a series of “love tea posts,” providing drinking water to farmers, couriers and other workers.

Additionally, JD has upped its logistics collection points from 7 to 38 while reducing delivery costs, enormously easing operations for local farmers.

“In the past, it used to be really difficult for us to send tea,” said one tea farmer in Meijiawu village. “We had to wait for a courier to come to the door, and that sometimes took several hours. Now that there are JD Express collection points, we can drop the tea off when it’s convenient for us, along with packaging, discounts and faster delivery to customers.”

Customers will also feel the impact of JD’s support, as delivery time for the tea will be shortened to under 24 hours for customers who purchase Zhejiang tea in the “Zhejiang has great tea” section of the JD app. Available tea brands include Zhenghao, Yifutang, Shifeng and other famous Zhejiang names.

This shortened delivery time is thanks to JD’s advanced logistics network, which enables teas from the region to be delivered directly from the origin—and also ensures that customers will be able to enjoy an ultra-fresh product.

As China undergoes a process of rural revitalization, JD’s ongoing efforts have already reaped massive benefits, with the turnover of agricultural products on JD exceeding RMB 580 billion yuan in five years.

 

(kellydawson@jd.com)

JD Super Aims to Build Full Supply Chain for Agricultural Products

by Rachel Liu

JD Super, JD’s online supermarket, announced today that it will build a full supply chain for agricultural products covering planting, transportation and sales, integrating upstream and downstream agricultural industry players through a products circulation middle platform.

JD Super will achieve this goal through a “1+1+N” model. “1+1” means that JD Super will work with leading companies in the industry such as Dili Group (地利集团), and “+ N” means that it will build a sample that excels in efficiency and cost management, and duplicate it to more agricultural areas. Besides, JD will also build digital and operation platforms to provide the areas with one-stop solutions for agricultural industrialization. In 2021, JD is expected to launch the solutions in over 30 key industrial belts nationwide.

In November 2020, JD announced that the new infrastructure for the next 10 years will be digital intelligent supply chain, referring to the use of digital and smart technology to optimize the production, transportation and service processes. To help rural areas achieve modernization is a key project for JD’s building of digital and intelligent supply chain.

JD has long been supporting the development of rural areas. As of October 2020, JD has sold over 300 million agricultural products to customers all over China, which increased the incomes of one million farmers. JD Fresh now has over 1,000 “Local Specialties Pavilions” supported by local governments, and over 600,000 agricultural products are being sold in those pavilions. JD has successfully explored innovative projects like “running chicken”, “swimming duck”, “flying pigeon” and “running mountain pig” with rural areas and industry belts.

 

(liuchang61@jd.com)

In-depth Report: JD CENTRAL in Thailand Sticks To Doing The Right Things

by Martin Li

Grand Mom Aead, a SME which sells traditional charcoal roasted cashew nuts in Thailand, has witnessed a robust sales growth on the online platform JD CENTRAL (JDC), JD’s e-commerce joint venture, thanks to diversified services provided by the platform.

“We regularly joined JD CENTRAL’s marketing campaigns to offer extra discount coupons. Our offers late last year received a very good response from customers,” said .Chonravat Ruengruchirah,Managing Director of the nuts seller.

Ruengruchirah said that the services provided by JDC are useful to help SMEs go online during the current pandemic in Thailand, which has taken its toll on offline SMEs and pushed more consumers to purchase online.

In response, the Thai government has been emphasizing the importance to promote SMEs and advocating for a range of measures to make it easier for SMEs to benefit from e-commerce and protect them from unequal competition, predatory pricing and to reduce tax burdens among Thai entrepreneurs among other efforts.

“JDC’s sellers and marketing teams provide strong support. Its frequent launches of marketing campaigns helped increase our sales opportunities. JDC’s store management system, pickup and delivery services with great attention from staff who always follow up on customers’ orders have made both senders and recipients feel more confident,” Ruengruchirah said of the most useful services provided by JDC.

Ruengruchirah added that marketing campaigns could help promote their products, and all the support provided by JD CENTRAL could allow them to distribute more products and generate more sales. “As a result, we really hope that JD CENTRAL will continue to lend a hand to sellers on the platform,” said Ruengruchirah

QPS core of retail

Grand Mom Aead is recipient of one of the 23 awards granted to top brands by JDC on February 25, during the first JD CENTRAL JOYFUL AWARDS, which aimed to underline the global standard and trust of partners and alliances. The awards spanned 9 categories, including fashion, health and beauty, home and appliance, 3C, FMCG and more.

Grand Mom Aead was granted the JOY Super SME Award for small business partners with highest sales who participated most regularly in JD CENTRAL’s campaigns and activities.

Among the other award winners are MI, Watsons, OPPO and Adidas.

JDC CEO Vincent Yang releases QPS in Bangkok on February 25.

JDC CEO Vincent Yang releases QPS in Bangkok on February 25.

“Our awards aren’t about which sellers sold the most products, but about how they performed in terms of QPS,” said Vincent Yang, CEO OF JDC, during the award ceremony. QPS stands for quality, price and service, and aims to set a new benchmark to enable sellers to grow sustainably. “This is what creates real value – it’s not pure reliance on traffic and subsidies,” Yang said.

“JDC is not a traditional e-commerce platform. Our mission is to build Thailand’s most customer-centric e-commerce platform together with our partners through technology and services. QPS is the core of retail. It‘s not about reliance on data and subsidies, which won’t create value,” said Yang.

JDC JOYFUL AWARDS

JDC JOYFUL AWARDS

This dedication to QPS is shared by the award winners. A representative for FOREMOST, a Thai ready-to-drink milk brand that also received a SUPER JOY AWARD for the brand/seller whose performance is excellent in all aspects, said of the brand’s goals on the platform: “FOREMOST is committed to continue providing our quality products made of 100% cow milk to JD CENTRAL’s shoppers at special prices to enjoy the best shopping experiences on the JD CENTRAL platform.”

Do the right things

Despite Thailand’s GDP taking a hit due to the pandemic last year, JDC achieved 169% growth in 2020, compared with 2019.

“The company’s average revenue per user (ARPU) and basket size continues to increase. Continued strong performance is attributed to an ongoing commitment to the essence of retail, which can be measured by QPS,” said Yang. Yang attributed the growth to doing the right things, which is JDC’s value proposition. JDC’s subsidies and support go to brands/sellers which share commitment to QPS, according to Yang.

Ruengruchirah of Grand Mom Aead said that the QPS-based award is increasing credibility of its online store on JDC and giving a boost to its sales growth. “We are full of hope to have continued support from JD CENTRAL in the future,” said Ruengruchirah .

Although the pendulum has increasingly swung in favor of e-commerce under COVID-19, e-commerce only accounts for roughly 5% of total retail sales in Thailand. This is not because of lack of internet access. The number of internet users continues to increase, reaching 48 million in 2020, according to a data report by the Office of the National Broadcasting and Telecommunication Commission.

“It’s not that consumers don’t have demand for e-commerce but that they have traditionally been a C2C market where trust remains a question. This has not changed the essence of Thai e-commerce,” said Yang. QPS is key to build such trust, according to Yang.

Launched in 2018, JDC is a combination of direct-to-consumer and marketplace businesses. Its self-defined role as a digital enabler differentiates the company from most e-commerce players in Thailand.

Brands on JDC

Brands on JDC

It is the first online shopping platform in Thailand to claim to provide 100% authentic products, echoing the “zero-tolerance to counterfeits” promise of e-commerce parent JD.com. Before JDC entered the market in 2018, Thailand’s e-commerce market was made up of consumer-to-consumer (C2C) players.

Regarding seller enablement, Yang said that consumer behavior in the country is changing rapidly, with the pandemic playing a major role in boosting online commerce in the first half of this year. Even so, sellers including brands and retailers have not been able to keep up with the digital transformation seen elsewhere. “You need to build the warehouses, logistics, and a huge system of solutions to help,” he said.

JDC has been actively using its resources to enable offline businesses that were impacted by the pandemic. There are more than 40 SMEs that use the e-commerce services provided by JDC, including product listing, data analysis, marketing, store design, customer service, and more.

 

(bjlihao3@jd.com)

In-depth Report: SEVEN FRESH’s Secret Ingredient: A Chef with Royal Experience

by Hui Zhang

After tasting chef Hongwei Wu’s Chinese cuisine while he was working in England, Queen Elizabeth herself arranged to have fresh vegetables from her personal garden sent to him as an expression of gratitude.

Now, 10 years later, Wu works at JD’s SEVEN FRESH in China as a food research and development manager mainly responsible for creation of new recipes in order to bring delicious cuisines to customers shopping at the supermarket chain—but his former experiences continue to inspire him every day.

Before joining SEVEN FRESH, Wu had worked abroad for seven years, gaining world-class experience serving not only the UK’s royal family but also world leaders in various countries including former American president George W. Bush and Russia’s president Putin.

Even though Wu cooked Chinese food while working abroad, he dedicated himself to fully learning the essence of Western cuisine. Today, as he creates new recipes for SEVEN FRESH customers, he feels empowered to make cuisine that blends Chinese and Western characteristics.

For example, the dish that inspired Queen Elizabeth’s gratitude is beef with dried orange peel (陈皮牛肉), which is created with world-class quality beef and tangerine peels that have been stored for years in preparation for cooking. Wu primarily uses traditional cooking ingredients, but has also introduced a twist on the recipe—using high-end Brandy, an effective innovation that makes this dish  tastier, and the beef incredibly tender and delicious.

“In my thinking, the chef profession is defined by a spirit of craftsmanship,” Wu said. “I have a dream to apply my knowledge and experience accumulated over many years around the world to my cooking, in order to make it possible for ordinary people to not only easily have a taste of Michelin-level cuisine, but to also eat healthy.”

Royal experience

Wu has long been devoted to the mission of spreading Chinese tradition and culture through Chinese cuisine.

In the earlier years of his career, he dedicated himself to studying the authentic Chinese regional cuisines, visiting many famous Chinese restaurants to learn various  styles of cooking, including Sichuan cuisine, Cantonese cuisine and more.

In 2006 he went to the UK to study nutrition at University of West London, which provided the western nutrition concept and philosophy for his later food research and development. He also studied medicinal diet with Tongrentang, a long-established time-honored brand of Chinese medicine with a history of over 300 years, and learned how to integrate traditional Chinese medicine recipes into dishes to make the food both tasty and healthy.

Wu has long been devoted to the mission of spreading Chinese tradition and culture through Chinese cuisine.

Hongwei Wu

Later Wu was authorized by the Chinese government to travel across the world as a cultural exchange ambassador, a role that took him to Europe, the Middle East, Central Asia and other places where he cooked for the dignitaries of these countries. As part of this program, he followed the Foreign Ministry to the UK to serve the royal family for more than a year.

“When I arrived at the UK, I found that most dignitaries and royals did not have a chance to try authentic Chinese food. The reason is that in addition to security concerns, the upper-class people generally do not go to small restaurants, and most Chinese restaurants at London’s Chinatown are small and inauthentic,” said Wu. It was during this time that he had the opportunity to serve Queen Elizabeth and the royal family.

When Wu was in Sweden in 2008, his craftsmanship with cooking was praised by Princess Madeleine of Sweden, who is the second daughter and youngest child of King Carl XVI Gustaf and Queen Silvia. Princess Madeleine extended invitation to him to cook for her birthday party, with a Chinese dish as the centerpiece of the meal, which was the first time a Chinese dish had occupied this position of an official banquet in Sweden.

Hongwei Wu and President and Chief Executive Officer for Hilton Christopher J. Nassetta in 2007

Hongwei Wu and President and Chief Executive Officer for Hilton Christopher J. Nassetta in 2007

He recalled another memory with UAE’s Abu Dhabi royal family, who loved his food so much that they tried to convince him to stay in the country to continue serving the royal family. Wu was dedicated to his journey as a Chinese cultural ambassador, so he politely declined the offer, but his cuisine clearly made an impact on the royal family. After his departure, the royal family looked for Chinese chefs for years, eventually finding a chef from Hakkasan, the world’s famous Chinese restaurant.

SEVEN FRESH: A New Stage

In 2018, Wu joined SEVEN FRESH, beginning a new chapter of his life that he believed could help him realize his dream of bringing high-level cuisine to all the people. As many people chose to stay where they work to celebrate the Chinese New Year (CNY) this year due to COVID-19, Wu and his team developed four different CNY meal packages which can cover families of 2, 3-4, 5-6 and even 10.

“The quantity and variety of dishes vary according to the number of diners. This year, we newly created a CNY meal package for families of only two, because there are a large number of such families. Our meal packages will not only provide cuisine for them, but also save their time,” said Wu.

The meal packages, ranging from 5 to 12 dishes, debuted in SEVEN FRESH for the first time this year

Hongwei Wu

The meal packages, ranging from 5 to 12 dishes, debuted in SEVEN FRESH for the first time this year. Among the options are different dishes such as Boston lobsters, steamed fish, as well as cooked king crabs from Chile. According to JD’s data, sales volume of CNY meal packages increased by 237% YoY during the CNY period. The top 3 dishes are steamed perch, Boston lobster cooked by various methods, steamed Turbot. Males for two and three-to-four are popular.

There is a saying that it is always better to teach a person who is hungry to fish than to give him some fish—which coincides with Wu’s belief. As the executive chef of SEVEN FRESH, he believes that he can bring more than just food to consumers. He and his team have recorded videos before the CNY holiday teaching consumers how to cook complicated dishes such as lobsters, crabs and others.

Starting from selecting fresh lobster to finally presenting the dish at the dinning table, Wu has found a new way to bring cuisine to consumers.

Hongwei Wu

“The lobster needs to marinate before cooking, and the king crabs need to be chilled after steaming so as to keep the fresh taste. If you skip these steps during cooking, then the taste will definitely be decreased,” said Wu.

Starting from selecting fresh lobster to finally presenting the dish at the dinning table, Wu has found a new way to bring cuisine to consumers.

In addition to developing new meal packages during CNY, wu has also created several new dishes such as bullfrog pot and warm salad, both of which were widely welcomed by consumers. The idea of creating warm salad came from his years of experience in Italy where salad tastes both warm and healthy. He noticed that quite a few female consumers, tend to give up cold salads during the winter time. Wu said Chinese people might have misunderstandings towards salad, believing that it needs to be cold all the time. Wu and his team did a survey around his working place, a SEVEN FRESH store in Beijing Yizhuang Economic Zone in southern Beijing, finding many female white-collars are the major consumption group for salads. However, cold weather has kept them away from salads during the winter.

The idea of creating warm salad came from his years of experience in Italy where salad tastes both warm and healthy

Warm Salad

Upon realizing this, Wu and his team selected the best quality of vegetables and meat together with his unique sauce made of avocado and basil leaves to bring consumers different flavors of warm salads, which have been a hit since launching. According to SEVEN FRESH, sales of the whole salad category in the SEVEN FRESH store in Yizhuang increased by 45% so far since its debut in November 2020.

Wu is dedicated to craftsmanship, and inspired by the task of making things with great care. This is Wu’s guiding principle, whether he is serving the royal families, or creating recipes for SEVEN FRESH customers. Recently he has begun studying combine ancient Chinese recipes into people’s daily meals.

Wu is just one of the experienced chefs hired by SEVEN FRESH. Different chefs have played different roles to bring authentic on-site cooked delicacies. One of these chefs is Wang Feng, who is mainly responsible for the research and development of stewed dishes. Wang comes from a family of gourmet chefs and his grandfather used to cook for the ex-royal family of the Qing Dynasty. Wang has learned not only the special cooking methods of various dishes from his grandfather and father, but also their persistence in creating excellent food.

The secrets behind SEVEN FRESH success in presenting delicious cuisine to consumers are chefs hired to ensure premium flavors and also its self-developed supply chain to provide high-quality ingredients. SEVEN FRESH is gradually distinguishing itself from traditional supermarkets by constantly bringing consumers the high and best-quality food which well suits their tastes.

 

(zhanghui36@jd.com)