JD.com Shares Growth Playbook for UK Brands in China at CBBC 2026 UK-China Brand Excellence Summit

Posted on by Vivian Yang

On August 20, JD.com joined the 2026 UK-China Brand Excellence Summit, hosted by the China-Britain Business Council (CBBC) in Shanghai, to share practical insights on how UK brands can enter China, understand local consumers, and build sustainable growth.

The summit brought together more than 150 industry experts from over 20 brands to explore China’s evolving consumer market, growth opportunities for UK brands and the international expansion of Chinese companies.

Speaking on the panel “The Creation of an E-commerce Phenomenon vs. a Slow-Burn Offline Presence: How to Build an Omnichannel Strategy,” Marcia Mao, General Manager of Business Development at JINGDONG Cross-Border, the cross-border import e-commerce platform under JD.com, outlined a four-stage pathway JD.com has observed among international brands entering China: cross-border market testing, consumer engagement through localised content, brand building and omnichannel growth.

For emerging and mid-sized UK brands in particular, Mao highlighted cross-border e-commerce as an asset-light way to test the market. Brands can start with lower upfront investment and lighter inventory, use real consumer feedback to identify their target audiences and potential hero products, and then scale behind what works.

“China is a huge market, but that doesn’t mean every customer is your customer. Start light, find the right customer base, learn from real customer feedback, and then invest behind what works,” said Mao.

Today, JINGDONG Cross-Border offers products from more than 20,000 international brands across over 100 countries and regions. Its “10 Billion GigaGrowth Plan”, launched in 2025, aims to introduce 1,000 new international brands to China over three years, supported by JD.com’s capabilities across global sourcing, supply chain and logistics solutions, localised marketing, consumer insights and more.

As brands move beyond initial market testing, Mao noted that the focus increasingly shifts from simply selling products to building consumer recognition through storytelling and more local engagement. JD.com works with international brands on localised content, livestreaming and origin visits to bring their heritage, craftsmanship and brand stories closer to Chinese consumers.

Omnichannel engagement is another important part of this journey. Experience-led categories such as fragrances, wines and food can benefit from physical trial and discovery, while higher-consideration purchases such as jewelry, watches and furniture often require greater trust and hands-on experience. Toys, IP products and other impulse-driven categories can similarly benefit from offline discovery followed by convenient online purchasing.

By the end of Q2 2026, 30 JD MALLs were operating across China, providing physical spaces for consumers to discover and experience products. Combined with JD.com’s e-commerce, consumer insights and fulfillment capabilities, these touchpoints can help brands turn offline engagement into digital relationships, identify “seed” consumers and reach relevant audiences more effectively online.

JD MALL in Shanghai’s Qibao commercial district, opened in June 2026.

JD.com’s participation builds on its growing collaboration with CBBC. In January 2026, the two organizations signed a long-term strategic partnership to support more UK brands entering the Chinese market, connecting British businesses with JD.com’s more than 700 million customers and its broader retail and supply chain ecosystem.

The summit brought together a broad UK-China business community, including Dettol, Little Moons, Diageo, Ahmad Tea, MINISO and Florasis. The event was opened by Tom Simpson, Managing Director & Chief Representative, China at CBBC; Sohail Shaikh, Deputy HM Trade Commissioner for China, and representatives from Shanghai’s Xuhui District.

Building on its partnership with CBBC, JD.com will continue working with the UK business community to help more brands understand Chinese consumers, navigate the market and scale sustainably. This includes its participation in the UK-to-China Trade Booster, alongside CBBC, HSBC UK and ICBC London, providing UK businesses with practical market-readiness, route-to-market, and commercial support while fostering greater two-way business exchange between China and the UK.

 

(vivian.yang@jd.com)

JD.com Unveils Robotics Strategy at World Robot Conference

Posted on by Yuchuan Wang

JD.com unveiled its robotics strategy at the 2026 World Robot Conference (WRC 2026), outlining plans to commit RMB 10 billion in resources to the sector by 2028 and accelerate the deployment of robots across homes, businesses and public services.

JD.com’s strategy focuses on supply chain, lifecycle services and technology. Leveraging its retail, logistics, healthcare, industrial and service businesses, the company aims to help robotics companies move more quickly from product development to large-scale commercial deployment.

Held in Beijing from 19 to 23 August, WRC 2026 brings together companies, researchers and industry experts from around the world. At WRC 2026, JD.com has created a 600-square-metre immersive exhibition space with robotic brands and partners.

Supporting Robotics Growth Through Supply Chain Capabilities

JD.com plans to invest RMB 10 billion in resources to the robotics sector by 2028. The company aims to help 100 robotics brands each generate more than RMB 1 billion in sales, bringing consumer robots to households in China and worldwide.

JD.com’s first-party retail business already joined by more than 200 robotics brands, as well as a wide range of manufacturers of core robot components, serving individual and household consumers.

JD.com booth at 2026 World Robot Conference (WRC)

Building Lifecycle Services

JD.com expects to establish robotics after-sales service capabilities covering more than 100 countries and support the creation of more than 100,000 jobs for robotics service engineers, over the next five years.

The company also plans to establish 80 RoboBase facilities that offers an integrated service platform covering the entire robotics lifecycle. Services will include product display and delivery, repair and maintenance, research and design, pilot assembly, data collection, manufacturing and product upgrades, aiming to help robotics companies manage the servicing and maintenance of products at scale, while giving customers access to more reliable after-sales support.

Robot after-sales service

Accelerating Real-World Deployment

JD.com’s JoyInside embodied intelligence platform is developing an “AI Home” ecosystem that empower smart devices with AI capabilities. By the end of 2026, more than 10 million devices and robots are expected to be connected to the ecosystem.

The company’s cloud business, JD Cloud, also plans to collect more than 10 million hours of high quality training data needed by robotics over the next two years, leveraging the company’s real-world scenarios across commercial operations such as retail, logistics, healthcare, services and more.

These capabilities are intended to help robots move beyond laboratories and operate reliably in real-world environments, supporting JD.com’s ambition to become the World’s Largest Operational Platform for the Physical World.

High quality training data 

Wide Applications of Robots in Operations

Robots are already being deployed across a variety of JD.com operations. Applications include customer assistance, shelf replenishment and coffee preparation in JD MALL stores; warehousing, goods handling, automated sorting and autonomous delivery in logistics; and fault diagnosis, battery replacement, equipment maintenance and recycling in robotics servicing. Robots are also being tested in healthcare services, including automated packing in pharmacies and assisted-living services for older people.

LangzuTech Mini Van autonomous delivery vehicle

JD.com is also working with more than 20 robotics brands on standardised battery products, covering categories including embodied intelligence robots and wheeled and legged robots. By setting common specifications for battery dimensions, interfaces, communication protocols and safety requirements, the company will work with robotics partners to improve battery safety while reducing operating costs and increasing efficiency.

 

(press@jd.com)

When Shenzhen Sleeps, Autonomous Delivery Keeps Movin

Posted on by Yuchuan Wang

It’s 10 p.m. in Shenzhen’s Pingshan district, an autonomous delivery vehicle from JINGDONG Logistics finishes loading and pulls quietly out of the station. Its cargo includes fresh food, rice, flour, cooking oil and other everyday essentials bound for Longgang district.

This is not a laboratory trial or a glimpse of some future phenomenon. This is the ‘here and now’, part of the city’s nightly logistics operations.

In April, Shenzhen opened overnight cross-district routes for purpose-built autonomous vehicles between 10 pm. and 6 am. The first two routes cover more than 50 kilometres, connecting multiple sites across Pingshan and Longgang.

JINGDONG Logistics was among the first companies authorised to operate these services. It has since deployed nearly 100 autonomous vehicles across Shenzhen, serving 22 delivery stations through 121 overnight routes.

The autonomous delivery vehicle, LangzuTech Mini Van, uses a multi-sensor perception system to identify road conditions and obstacles accurately, even in low-light environments. With a range of up to 170 kilometres while fully loaded, it can support different transport scenarios and operate around the clock.

The real innovation lies in how the vehicles are used. During the day, they handle last-mile deliveries. At night, the same vehicles transport goods between logistics facilities and replenish local fulfilment hubs. This “daytime delivery, overnight replenishment” model keeps each vehicle productive for longer while making use of quieter roads.

According to Zhang Yi, who manages JINGDONG Logistics’ Pengda local fulfilment hub in Longgang, the model has increased the average daily operating time of each vehicle from around 12 hours to 24 hours. Daily trips have risen from three to five, reducing operating costs per vehicle by approximately 20% and improving use capacity by 66%.

Overnight operations also benefit from avoiding much of Shenzhen’s daytime congestion and traffic restrictions. This improves transport efficiency and allows employees to focus on service, exceptional handling and other tasks where human judgement matters most.

JINGDONG Logistics was one of China’s earliest logistics companies to explore autonomous delivery. The LangzuTech Mini Van has since evolved into its sixth-generation Plus model, with several thousand vehicles scheduled for delivery this year.

 

(yuchuan.wang@jd.com)

From Product Discovery to Brand Storytelling: How AI Is Reshaping Qixi Gifting on JD.com

Posted on by Yuchuan Wang

Qixi Festival, often known as Chinese Valentine’s Day, has become one of China’s most important occasions for romantic gifting. In the week leading up to Qixi Festival, searches on JD.com for jewellery and luxury footwear more than doubled compared with last year, while searches for luxury watches rose by more than 200%.

JD.com has become a major destination for gifting in China, supported by its authenticity guarantee, extensive product selection and fast, reliable delivery. The number of brands working with JD.com on major product launches for this year’s Qixi Festival are up by150% on last year.

This year, JD.com data points not only to growing demand for jewellery, watches, handbags and prestige beauty, but also to a new development in the gifting journey: AI is helping consumers discover, evaluate and connect with products.

 

Bringing Products to Life Through AI-Powered 3D Shopping

While online product content has evolved from text and images to video and livestreaming, most information is still presented on a flat screen. JD.com is exploring how AI and 3D technology can make this experience more immersive. The company’s mobile, glasses-free 3D shopping solution combines AI with 3D modelling to make products appear to extend beyond the screen.

Initially applied to consumer electronics and home appliances, the technology has now expanded into beauty. Ahead of Qixi Festival, JD.com partnered with premium brands including Estée Lauder and La Mer to introduce the experience for selected products, giving customers a richer way to explore potential gifts before making a purchase. Customers can examine details such as product design, packaging and surface texture directly through the JD.com app, without glasses, a headset or any additional equipment.

 

 

JD.com data shows that the 3D product technology has increased the number of orders by up to 30% in previous applications. An earlier campaign with SK-II also recorded a 60% increase in click-through rates.

AI also makes it easier and quicker for brands to generate 3D model from existing product images, creating a 3D experience in a little as ten minutes, saving time and resources.

 

Extending AI into Luxury Storytelling

JD Luxury is also introducing AI-powered creative content into its Qixi campaign for the first time, extending the application of AI from retail operations and shopping experiences into brand storytelling.

Using generative AI, JD Luxury created a Qixi campaign film centred on its premium services, authenticity guarantee and fast delivery, under the theme “Luxury Delivered the Next Day”. AI supported the creative process from script development to visual design, helping the team combine a technology-led aesthetic with the refined tone expected of luxury storytelling.

 

The applications shows the role of AI in retail is expanding, while consumers are becoming more receptive to AI-powered and immersive shopping experiences. AI is moving closer to the consumer, particularly when it can make product discovery, evaluation and gifting more engaging. For brands, AI is creating new opportunities to combine product launches with richer creative experiences. As gifting habits continue to evolve, technology is becoming an increasingly important part of how gifts are presented, considered and experienced.

 

(yuchuan.wang@jd.com)

202 Coffees in an Hour: 7Fresh Coffee Opens Its First 24-Hour Robotic Shop in Beijing, Sets Guinness World Record

Posted on by Vivian Yang

On August 16, 7Fresh Coffee, JD.com’s freshly made beverage brand, has opened its first 24-hour smart robotic shop at Galaxy SOHO in Beijing, and it’s already breaking records.

Filter this: At the opening, the shop’s automated barista robot ground out 202 cups of coffee in one hour, setting a new Guinness World Record for the “Most Cups of Coffee Served by a Robot Barista in One Hour.” Holy Espresso!!

The new shop brings together automated coffee preparation and digital ordering to offer customers a fast, consistent and highly customizable coffee experience around the clock. Coffee-o’clock is now 24/7!

From grinding beans and extracting espresso to flavor mixing and cup dispensing, the preparation process is automated, with a single drink completed in under 30 seconds in normal operations.

Customers can order through the JD.com App or in-store self-service screens, and watch their drinks being prepared on screens inside the store. They can also customize coffee strength and sweetness to their preference, offering greater choice while maintaining consistency in every cup. Hasta Barista, Baby!

Behind the experience, the shop integrates JD.com’s AI model with embodied AI technology from its robotics technology partners. 7Fresh Coffee also applies AI to flavour development and personalized recommendations, combining data insights with product expertise to test flavor profiles, explore new recipes and better understand consumer preferences.

The opening attracted both local customers and international visitors curious to experience the new format, while a 24-hour livestream from the shop also sparked discussion online.

For 7Fresh Coffee, the Guinness World Record goes beyond speed. It demonstrates how automation, AI-supported product development and consumer insights can come together to make everyday coffee service faster, more consistent and more personalized, while giving customers greater choice and convenience around the clock.

 

 

(vivian.yang@jd.com)

JD.com Announces Second Quarter and Interim 2026 Financial Results

Posted on by Vivian Yang

On August 13, JD.com announced its unaudited financial results for the three months and six months ended June 30, 2026.

Below is an infographic with the key highlights. Take a dive into the full report.

JD.com Expands Direct Sourcing in South Korea, Partners with Nine Korean Brands

Posted on by April Chai
  • JD.com establishes a local sourcing subsidiary in South Korea, creating a Korean-speaking gateway for brands seeking to reach Chinese consumers
  • Nine Korean consumer brands, including E-Land Group’s LLOYD and RECLOW, sign strategic partnerships with JINGDONG Cross-Border
  • More than 200 Korean companies participate in JD.com’s sourcing and business matchmaking event in Seoul

SEOUL, August 12, 2026 — JD.com is expanding its direct sourcing capabilities in South Korea with a new local procurement operation, making it easier for Korean brands to reach Chinese consumers and bringing more quality Korean products to China.

The announcement was made at a sourcing and business matchmaking event held in Seoul on August 12 in collaboration with the Korea Trade-Investment Promotion Agency (KOTRA) and Korea’s Ministry of Trade, Industry and Resources. More than 200 Korean consumer goods companies participated.

During the event, JINGDONG Cross-Border, JD.com’s cross-border import platform, signed strategic cooperation agreements with nine Korean consumer brands across fashion, lifestyle, beauty and other categories, including E-Land Group’s LLOYD and RECLOW.

With growing demand in China for quality international products, Korean beauty, fashion, food and lifestyle brands continue to attract strong consumer interest. Through direct sourcing, JINGDONG Cross-Border purchases products directly from brands and connects them with JD.com’s retail, supply chain and consumer ecosystem, helping reduce the complexity of entering and operating in the Chinese market.

Under the new partnerships, JINGDONG Cross-Border will directly source selected RECLOW products and launch a JD-operated flagship store for the brand. LLOYD and other participating brands will also connect directly with Chinese consumers through official flagship stores on JD.com.

JD.com’s new sourcing team provides Korean brands with a local, Korean-speaking point of contact in Seoul, allowing JD.com work more closely with brands, identify products suited to Chinese consumer demand and provide localized support.

“Quality Korean products have continued to gain popularity among JD.com customers,” said a representative of JINGDONG Cross-Border’s Korea sourcing business. “Our local sourcing presence allows us to work more closely with Korean brands, understand their products and growth ambitions, and bring more high-quality Korean products to consumers in China.”

“For small and medium-sized companies, strong products alone are not always enough to enter the Chinese market,” said Kim Sung-jun, CEO of RECLOW. “JD.com’s direct sourcing model helps reduce the burden of logistics and settlement, allowing us to focus on our products.”

A representative from E-Land Group added that direct cooperation with JD.com can help reduce operational complexity in China while bringing quality products to consumers at more competitive prices.

JD.com’s sourcing expansion builds on its existing presence in South Korea. JINGDONG Logistics, the logistics arm of JD.com, has already established a specialized logistics entity in the country, providing solutions including import and export services, bonded warehousing and other shipping services. Together with the new local sourcing team, these capabilities provide stronger end-to-end support for Korean brands seeking opportunities in China.

JINGDONG Cross-Border continues to expand opportunities for international brands through JD.com’s integrated sourcing, retail, logistics and supply chain capabilities. In July 2025, it launched the “10 Billion GigaGrowth Plan,” aiming to introduce 1,000 new international brands over three years and support RMB 10 billion in cumulative sales growth, helping more global brands establish and grow their presence in China.

JD.com will continue to strengthen direct sourcing efforts in South Korea and expand partnerships with Korean brands, bringing more quality products, new launches and exclusive offerings to Chinese consumers. By combining local expertise with its integrated supply chain capabilities, JD.com aims to create a more efficient bridge between global brands and one of the world’s largest consumer markets.

（vivian.yang@jd.com）

JD.com Connects with Global Beauty Brands at Cosmoprof North America

Posted on by Vivian Yang

JINGDONG Cross-Border, JD.com’s cross-border import business, joined Cosmoprof North America in Las Vegas 2026, one of the beauty industry’s leading B2B events, to connect with international beauty brands and share insights on growing in China’s fast-evolving consumer market.

Held from July 13–15 at the Mandalay Bay Convention Center, this year’s exhibition brought together more than 1,000 exhibitors and over 26,000 retailers, distributors, investors and industry professionals from 103 countries, creating an ideal platform for global beauty brands to explore new partnerships and international growth opportunities.

China remains one of the world’s most dynamic beauty markets, with consumers increasingly seeking premium imported products, innovative ingredients and trusted international brands. Through JINGDONG Cross-Border, overseas merchants can reach hundreds of millions of consumers in China without establishing a local business entity, while benefiting from JD.com’s trusted retail platform, nationwide fulfillment network and end-to-end cross-border solutions.

Today, JINGDONG Cross-Border connects consumers with products from more than 20,000 brands across over 100 countries and regions, helping international brands accelerate market entry while reducing operational complexity through integrated merchandising, cross-border logistics, localised marketing and customer services.

During the exhibition, a representative from JINGDONG Cross-Border North America joined the CosmoTalks panel discussion, “Packaging That Sells: Designing for Shelf, Scroll, and Speed,” alongside Amanda Baldwin, CEO of OLAPLEX.

Drawing on JD.com’s retail and supply chain experience, the spokesperson shared practical recommendations for beauty brands entering China, including how packaging design influences product discovery in digital shopping environments, strengthens brand recognition across online and offline touchpoints, and supports efficient cross-border fulfillment.

The discussion also highlighted how product presentation, logistics readiness and localised consumer communication work together to improve conversion and build long-term brand growth in China’s highly competitive e-commerce market. Throughout the exhibition, the JINGDONG Cross-Border team held face-to-face meetings with approximately 270 beauty and personal care brands from North America, Japan, South Korea and other international markets.

These conversations strengthened relationships with existing partners while creating new opportunities to introduce innovative global beauty products to Chinese consumers. For many brands, the discussions also provided valuable insights into China’s consumer preferences, digital retail ecosystem and cross-border business opportunities.

As global beauty brands continue looking for sustainable growth in China, JINGDONG Cross-Border remains committed to providing more than market access. By combining trusted retail operations, nationwide supply chain capabilities and localised brand-building expertise, the platform helps international merchants shorten their path to market and build long-term success in China.

Looking to Grow Your Beauty Brand in China?

Whether you’re launching your first product in China or expanding an established business, JINGDONG Cross-Border offers comprehensive support—from market entry and cross-border logistics to digital merchandising, localised marketing and long-term brand development.

Connect with the JINGDONG Cross-Border team to explore how your brand can reach hundreds of millions of Chinese consumers: https://cooperation.jd.com/

 

(vivian.yang@jd.com)