Feb 8, 2021|

With JD Tech’s App, Fruits Are Sold Before Harvesting


by Vivian Yang

First, customers make fruits orders online, and then farmers pick the requested produce from the field according to the precise order quantity. This “picking on demand” fruit shopping model has been realized in Beijing by JD Technology, the tech arm of JD.com.

The digitalized shopping model is highlighted in China national television (CCTV)’s reports on February 5, as part of the national TV network’s special coverage on the city’s rising demand for fruits and vegetables ahead of the Chinese New Year holiday.

Through a mini app embedded in WeChat, farmers can plan their fruit picking work every morning based on customers’ orders from the previous day, which means they do not need to worry about the storage issues of fresh fruits any more, the report pointed out.

Within four hours of picking the produce from the ground, it is sorted and delivered on the same morning to self-pick-up stations in the residential areas, ensuring customers can receive their ultra-fresh orders in a timely and safe manner.

The mini app of “Fenghe Dining Hall”

The mini app of “Fenghe Dining Hall”

“With the help of the platform, farmers can achieve zero storage to the largest extent, truly solving the long-standing high loss rate problem for agricultural products,” said Yu Zheng, president of JD’s Intelligent Cities Business. “Enabled by a smart and digitalized supply chain, this picking-on-demand model can simultaneously benefit the farmers and residents, and promote the high-quality and digitalized agricultural development in the suburbs of Beijing.”

Yu Zheng, President of Intelligent Cities Business, JD Technology

Yu Zheng, president of Intelligent Cities Business, JD Technology

The app, known as “Fenghe Dining Hall”, is co-developed by JD Technology and Fenghe Commune, a Beijing-based fruit supplier, and local agricultural cooperatives and governments. Launched in August 2020, it aims to tackle the challenges of information asymmetry and logistics difficulties faced by fruit farmers amid the pandemic.

According to CCTV’s report, the app has now been integrated into over 30 agricultural production bases in Beijing, covering 200 farming households. It has helped participating farmers increase their income by 55% from their traditional sales channels.

On the customer’s side, more than 120,000 residents in 46 residential areas and 33 industrial parks in Beijing can now enjoy this farm-to-table fresh fruit delivery service, at a cost that is lower than most local supermarkets.

Thanks to JD Logistics’ non-stop delivery service during the upcoming Spring Festival in China, more people in Beijing are expected to enjoy this fresh and fast service.