Topic

On April 10, 2024, JD.com announced an investment of one billion yuan in cash incentives aimed at attracting a wider pool of video content creators and institutions to its platform. This initiative underscores JD’s commitment to leveraging the power of short videos and live streams in innovating the online shopping journey for its users and providing brand merchants with novel avenues for growth.

According to the “China Internet Audiovisual Development Research Report (2024),” 71.2% of surveyed users engage in online shopping through watching short videos and live streams, with over 40% identifying them as their primary channels of consumption. This trend underscores the growing influence of video content on consumer purchasing behavior.

JD’s approach to cultivating a vibrant content ecosystem is multifaceted. For individual content creators, the platform offers generous cash subsidies across more than 20 product categories, including electronics, home appliances, fashion, and health, to name a few. Creators who meet the platform’s recruitment criteria can receive weekly bonuses of up to 30,000 yuan, alongside additional incentives such as video playback subsidies and sales commissions.

On the institutional front, JD has established a separate five-million-yuan incentive program. Institutions that successfully onboard a significant number of influencers will receive generous monthly cash subsidies. JD will also provide one-on-one guidance and support to enhance these institutions’ operational effectiveness on the platform.

A key element is the prioritization of high-quality, original content. The platform intends to amplify the reach of such content through algorithms, traffic coupons, and other means, thereby ensuring a richer and more engaging shopping experience for its users.

In a bid to further elevate its content offerings, JD is also in the process of incubating top-tier influencers, with plans to cultivate 100 star influencers by year-end. This initiative builds on the substantial growth witnessed in JD’s content ecosystem over the past year, marked by a 300% increase for “trial + review” videos in key metrics such as orders, user base, and viewing duration. Notably, during the Singles’ Day Grand Promotion in 2023, JD’s video challenges initiative generated nearly 100 million yuan in transactions, showcasing the immense potential of content-driven e-commerce.

JD.com’s latest investment reflects its ongoing dedication to innovation and excellence in e-commerce. By fostering a dynamic and creative content community, JD aims not only to enhance the shopping experience for its users but also to empower creators and institutions with new opportunities for growth and success.

 

(yuchuan.wang@jd.com)

On April 7, 2024, JD.com and Lenovo announced a strategic partnership focused on AI marketing, intelligent supply chains, and AI technology integration. The partnership positions JD.com and Lenovo as leading AI PC partners, with Lenovo targeting RMB 120 billion in sales across JD’s platforms within the next three years. The collaboration will be focused on accelerating the adoption of AI PCs and making smart devices more ubiquitous in households.

During the signing ceremony at JD’s headquarters, Sandy Xu, CEO of JD.com, highlighted the enduring collaboration between JD.com and Lenovo, predicting a surge in consumer demand and industry-wide innovation. Leveraging JD’s digital supply chain capabilities, the aim is to enhance consumer experiences for both individuals and enterprises.

Liu Jun, Executive Vice President and President of the China Region of Lenovo Group, underscored the significance of JD.com as a vital strategic partner in Lenovo’s AI-focused strategy. This collaboration intends to establish a comprehensive AI industry ecosystem, covering everything from AI PCs to servers and integrated solutions.

The partnership is structured around three principal goals: deepening collaborative efforts on Lenovo’s extensive AI products, solutions, and services; acting as mutual pioneers in the AI PC domain to encourage adoption via JD’s exclusive product launch deals; and working together to cultivate an AI terminal industry ecosystem that enhances the consumer experience.

In line with JD.com’s recently announced mission “Making Lives Better through Technology,”  the company is committed to providing robust supply chain technology, integrating AI into physical scenarios, and offering more convenient and affordable consumption options.

 

(vivian.yang@jd.com)

On March 29, 2024, Dada Now, China’s leading on-demand delivery platform under JD.com, secured two prestigious awards – “2023 Outstanding Delivery Partner” and “Best Operational Support Award” from Luckin Coffee, underscoring its exceptional delivery service and meticulous operational support. Central to this recognition is Ms. Tu Yanping, a delivery rider with Dada Now, who received the prestigious “Gold Rider of the Year” title from Luckin Coffee. She is one of only four national recipients and the only woman to be honored.

Tu, who has been with Dada Now for nearly two years, has served at various Luckin Coffee stores within the Haimen District of Nantong City in Jiangsu Province. Her commitment ensures that every cup of coffee is delivered promptly to eagerly waiting customers. To date, she has completed over 20,000 orders, maintaining an exceptional on-time delivery rate of 99.9%. Dada Now has a high-quality coffee delivery standard with a strict “30-minute delivery within 3 kilometers” guarantee.

“I always make it a point never to exceed the delivery time limit to ensure that the coffee’s taste is preserved,” Tu said in an interview. She recognizes that for coffee lovers, each cup of coffee represents a unique experience, and timely delivery is crucial for maintaining its quality. Additionally, after delivery, she offers thoughtful instructions to customers on how to enjoy their coffee at its best, immediately after delivery.

“While many riders can deliver quickly, Tu’s exceptional attention to detail sets her apart, ensuring she maintains exceptionally high customer satisfaction ratings,” said Juanjuan Shen, who oversees Tu’s delivery station in Haimen. In instances when customers cannot receive their coffee orders in person, Tu diligently takes and sends photos to provide reassurance. Moreover, in the event of mishaps such as coffee spillage, she promptly contacts the customer and arranges for the coffee to be remade and delivered. This meticulous service has consistently upheld her customer satisfaction at a remarkable level.

As a mother of three, Tu finds that her role at Dada enables her to balance her family duties with personal fulfillment. Her dedication demonstrates that women can thrive in the delivery industry and set a strong example for others.

Nantong is a prime example of the rapid growth in coffee culture among China’s second- and third-tier cities. The close collaboration between Dada and Luckin, along with other leading chains, supports this trend and contributes to the growth of China’s local coffee delivery market.

Tu’s accolade serves not only as a personal achievement but also as a validation of the collaborative efforts between Dada Now and Luckin Coffee. Looking ahead, the two companies are committed to furthering their partnership, aiming to introduce innovative solutions in the instant delivery sector and provide even more efficient and convenient services to customers.

 

(vivian.yang@jd.com)

On March 22^nd, JD Super, the online supermarket division of JD.com, and Quinta do Noval, a renowned Portuguese port wine producer, formalized a strategic cooperation agreement at the Portuguese Embassy in Beijing. The partnership is set to enrich the Chinese market with premium Portuguese port wines, marking a significant milestone in wine retail through direct procurement.

The Portuguese Ambassador to China, H.E. Paulo Jorge Nascimento, hailed the partnership as a gateway for Chinese consumers to explore Portugal’s culture through its wines. Quinta do Noval, known for its vintage port wines sourced from the Douro River region, is poised to captivate Chinese wine enthusiasts with its unique flavors.

Xavier Sanchez, marketing and sales director of AXA Millésimes, which includes Quinta do Noval in its portfolio, highlighted the winery’s rich history dating back to 1715. Renowned for its single-vineyard grapes, Quinta do Noval promises an authentic Portuguese wine experience.

JD Super, observing the heightened demand for premium wines among Chinese consumers, pledged to meet their evolving preferences through this direct procurement partnership. This collaboration broadens the diverse selection of Portuguese wines on JD Super’s platform, making high-quality wines more accessible to Chinese consumers.

The ceremony showcased Quinta do Noval’s flagship wines, including Fine Ruby Port, Late Bottled Vintage Port 2016, and 10 Year Old Tawny Port, all of which received acclaim from attending sommeliers. Edward Ragg, a China-based Master of Wine, and Mr. Lv Yang, the world’s first and only Chinese Master Sommelier, were present at the event to offer professional insights on the wines. The full range of Quinta do Noval wines will soon be available on JD Super.

JD Super’s overseas procurement team, known for its meticulous selection process, sources directly from key production regions to ensure the highest quality for consumers. Leveraging JD’s advanced digital and supply chain capabilities, JD Super and Quinta do Noval are set to enhance operational and marketing strategies, aiming to deliver an unmatched wine purchasing experience in China.

Looking ahead, JD Super is committed to expanding its presence in major wine-producing regions, leveraging its platform to maximize cost-efficiency, and delighting consumers with its commitment to quality and service.

 

(vivian.yang@jd.com)

On March 19th, ahead of China’s National Sugar and Wine Trade Fair, JD Super, the online supermarket division of JD.com, joined hands with leading industry organizations including the China Light Industry Federation, China Association of Baked Food and Confectionery Industry, China Food Industry Association, Dairy Association of China, along with over a hundred renowned brands in the snack and beverage sector, to launch the Healthy Food Industry Alliance. This initiative aims to introduce more health-conscious food and beverage products into the market, encourage the industry’s high-quality growth, and safeguard consumer well-being.

The alliance underscores JD Super’s pivotal role in the healthy food sector. As a driving force behind the initiative, JD Super has committed to investing RMB 1 billion in resources to bolster the growth of twelve key categories of trending healthy food and beverage products. This investment will focus on product innovation, traffic support, conducting marketing activities, and providing consumer guidance.

JD Super was recently featured in JD.com’s “ 2024 White Paper on Trending Healthy Food and Beverage”, which delved into twelve trending consumer trends shaping today’s food market. These trends encompass medicinal and food homology, dietary fiber, high nutrient density, precise nutrition, diverse plant-based options, natural ingredients, low sugar or zero sugar alternatives, low GI options, hypoallergenic care, authentic ingredients, clean labeling, and children’s health. These insights not only reflect consumer preferences for healthier diets but also chart a course for the industry to adapt.

Over the past year, JD Super has seen a significant rise in the availability of healthy food SKUs, exceeding 10,000, with a 60 percent increase in transaction volume year-on-year. Through its partnerships with brands, JD Super has been instrumental in establishing health food recommendation standards, creating exclusive health food labels, and providing targeted support for new health-oriented products.

The formation of the Healthy Food Industry Alliance represents a significant step in JD Super’s mission to foster an ecosystem that brings together demand insights, product innovation, and consumer education. With the support of the Alliance, JD Super aims to develop custom support strategies for various product categories to address changing consumer needs and discover new opportunities for brands.

In line with consumer preferences, the alliance will focus on six key categories within the beverage and instant drink segment, including those that are low in sugar, GI, and fat, as well as those that are high in protein, calcium, and organic. For snack foods, priorities include high nutrient density, low sugar, low GI, zero trans fatty acids, connections between medicine and food, green and additive-free alternatives, and low-fat, low-calorie options.

Notably, JD.com’s white paper revealed that over eighty percent of consumers pay close attention to ingredient lists when evaluating the healthiness of products. In response, JD Super is dedicated to improving the transparency of product information, starting with detailed displays of ingredients, nutritional facts, quality standards, and certifications, enabling consumers to make well-informed decisions easily.

 

(vivian.yang@jd.com)