Sales of Agriculture Specialties on JD Increase 104% YOY in H1

Sales of Agriculture Specialties on JD Increase 104% YOY in H1

by Ling Cao

JD has announced a program to help farmers across China increase their sales. During the third annual Chinese Farmers Harvest Festival, JD is expected to help farmers double their sales. JD will cooperate with local specialty merchants and partners on marketing initiatives and create local specialty labels.

JD Data showed that in first half of 2020, sales of agricultural specialties on JD 104% YOY. The sales are 2.6 times that of the national growth rate published by China’s Ministry of Commerce.

JD has worked with local government, platforms and media to co-build brand awareness, and to improve the entire production and fulfillment process.

JD has also a signed partnership with local stakeholders on day of the Harvest Festival, including with the Yanchi County government of Ningxia Hui Autonomous Region to build an integrated supply chain and product sourcing process for building a digital breeding base for sheep, as well as with the Dongying government in Shandong to promote Yellow River hairy crabs’ sales at scale, as well as brand development.

JD Data showed that in the past three years, Guizhou, Hainan, Qinghai and Heilongjiang provinces have seen the most growth of agricultural specialties. Data also finds that the place of origin has become the primary label for the quality of agricultural products (for example, “Sichuan oranges” or “Hainan mangos”). The turnover of landmark agricultural products increased by 74% YOY. Sichuan oranges, Guangxi oranges and Yunnan blueberries saw a leap in sales in 2020.

JD Data also showed that local specialties from western China were mainly sold to consumers in Beijing, Shanghai and Guangzhou.

Rice supplied from Sichuan, Heilongjiang, Anhui, Jiangxi and Hunan provinces has also increased, among which Northeast China is the most popular origin of rice. Apart from Liaoning province, the top consumption regions for rice from Northeast China are Beijing, Guangdong, Shanghai and Jiangsu, which purchased nearly 50% of the rice from the region.

Affected by the epidemic, meat sells online are the highest in eight years.  Top meat sales (beef, pork and lamb) come from Inner Mongolia, Henan and Shandong.

In first half of 2020, online fruit sales accounted to nearly 20% of total local specialty sales. Guangzhou, Shandong and Sichuan fruits are popular, while the most consumers come from Beijing, Shanghai and Jiangsu.

 

(ling.cao@jd.com)

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