Oct 14, 2022|
U.S. Sports Brand Oakley Launches on JD.com
by Mengyang He
California-based Oakley launched a flagship store on JD.com on October 12, featuring the American brand’s renowned high performance and providing consumers with an array of sports equipment, such as sunglasses, goggles, shirts, sweaters, bags, and more. The flagship store is available on the J Shop, JD.com’s upgrade of its Fashion and Lifestyle business.
Founded in 1975 by Jim Jannard, Oakley has evolved from a global leading eyewear manufacturing brand into a professional sports brand with varied product lines, including sunglasses, clothes, shoes, watches, accessories, etc. With over 750 patents, Oakley continues to innovate, offering high-performing gear for world-class athletes.
“We are delighted to partner with Oakley for high-quality sports products, and we hope to deepen the cooperation, diversify product offerings, and achieve sales growth,” noted Yu Zhang, Head of Outdoor Shoes and Clothes Department at the J Shop.
The J Shop deeply integrates JD’s businesses in apparel, lifestyle, cosmetics, sports, luxury fashion, watches and service in omni-channel retailing, and strives to provide consumers with a smooth shopping experience.
Sep 16, 2026|
JD.com Launches CHEFRESH, Bringing AI Meal Planning and Robotic Cooking into the Home
- JD.com introduces CHEFRESH, an AI-powered healthy eating companion for the home that turns personalized dietary guidance into everyday meals.
- CHEFRESH combines Health Brain AI, JD.com’s fresh food supply chain and an intelligent cooking robot, connecting personalized meal planning, ingredient delivery and cooking in one service.
- CHEFRESH also announced partnerships with Raffles Hospital, the UK Butler Guide and OriginX, bringing together expertise in health management, premium household services and AI innovation.
BEIJING, September 16, 2026 — JD.com, also known as JINGDONG, today launched CHEFRESH (七鲜大厨), a new AI-powered healthy eating service for the home. Designed to turn personalized dietary guidance into everyday meals, CHEFRESH brings together AI, JD.com’s fresh food supply chain and robotic cooking in an integrated service.
At the heart of CHEFRESH is Health Brain AI, powered by JoyInside, JD.com’s AI-powered integrated software and hardware solution. Users can provide health check reports and dietary preferences, which Health Brain AI uses together with nutritional knowledge to create personalized meal plans and daily menus tailored to their health and dietary needs. High-quality fresh ingredients are then selected, cleaned, portioned and delivered through JD.com’s fresh food and cold-chain network. An intelligent cooking robot completes the process at home, automatically managing cooking, seasoning and even self-cleaning.
“Our goal is not simply to give people advice on healthy eating, but to help turn that advice into the meals that reach the family table every day,” said the head of CHEFRESH. “Health, convenience and taste all need to come together.”
CHEFRESH has opened its first pre-orders in Beijing, Shanghai, Guangzhou, Shenzhen and other cities. Initial orders will be delivered progressively in the order in which reservations are placed.
CHEFRESH is also exploring how AI can help preserve family recipes. A special edition allows families to digitally record recipes, including ingredient proportions, seasoning, cooking steps, temperature and heat control. The intelligent cooking robot can then reproduce these dishes consistently, offering a new way to preserve and share family recipes across generations.
At the launch, CHEFRESH announced strategic partnerships with Raffles Hospital, the UK Butler Guide and OriginX, connecting professional health expertise, household services and AI innovation.
“Professional medical advice only creates lasting value when it becomes part of everyday life,” said Dr. Charles Poon, Medical Director of Raffles Medical North China and General Manager of Raffles Hospital Beijing. “Through our collaboration with CHEFRESH, we hope to better connect professional health management with the meals people eat every day.” This reflects Raffles Hospital’s emphasis on extending dietary guidance beyond the clinical setting and into patients’ daily lives.
“For premium households, quality is not only about good ingredients. It is also about having a trusted service that brings together nutrition, taste and convenience,” said Liang Guo, Chief Representative for Greater China at the UK Butler Guide Service Group. “That shared focus on trusted household service is what makes this collaboration meaningful.”
“What interests us is how CHEFRESH brings AI and intelligent devices into an everyday setting such as the family kitchen,” said Daojun Sun, Co-founder of OriginX, a leading Chinese company integrating AI research, industry and real-world applications, and Director and Professor at the Institute of AI Marketing, Communication University of China. “We look forward to exploring how AI, intelligent devices and quality retail can work together to create new consumer experiences.”
CHEFRESH reflects JD.com’s broader exploration of bringing AI from the digital world into everyday physical activities. Rather than stopping at recommendations about what people should eat, CHEFRESH connects AI-powered planning with the physical execution of sourcing, delivering and cooking food. By combining AI, supply chain capabilities and intelligent hardware, JD.com is exploring how AI can help turn digital intelligence into practical, real-world experiences.
(vivian.yang@jd.com)
Aug 26, 2026|
JD.com Shares Growth Playbook for UK Brands in China at CBBC 2026 UK-China Brand Excellence Summit
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)
How JD.com Made a Produce Star out of Suqian Hairy Crabs
