May 20, 2021|

Zespri Named Top 10 Agricultural Product Brand by JD


by Ling Cao

Zespri was named among the Top 10 Agricultural Product Brands by JD, at an award ceremony held today at Zhengda Center, Beijing. At the event, JD kicked off this year’s 618 Grand Promotion.

Tao Lu, sales director of Zespri China (second from left) attended the award ceremony on May 20 at Zhengda Center, Beijing

Since 2016 JD and Zespri have cooperated to expand kiwifruit offerings in China. In March 2020, JD became the world’s first online retailer to supply Zespri kiwis from the brand directly to consumers. Despite the impact suffered from COVID-19 in 2020, JD Fresh sold 1.46 million boxes of Zespri kiwis the whole year, far exceeding expectations.

Shijie Jiang, general manager of the Greater China region at Zespri said, “Since 2019 China has been Zespri’s biggest single market, and it holds great potential in customer penetration rate and annual sales volume.”

E-commerce and doorstep-delivery are important growth channels for Zespri in China, Jiang said. “We will join hands with JD to build a closer relationship with our customers.”

Carol Fung, president of JD FMCG Omni-channel said, “As one of the top fresh produce brands for JD Fresh, Zespri has gained sustainable growth in customer base, traffic flow and sales. We are looking forward to deepening our cooperation in omni-channel, supply chain and marketing, to achieve even greater success and satisfaction among our customers.”

Based on JD’s nationwide cold chain logistics network as well as omni-channel retail model, JD and Zespri have expanded fruit supply directly from the brands to more cities in China, covering north, east and south China. JD has also provided special refund policies and other specific services to guarantee a superior customer experience.

In April, Zespri opened a new sales session of kiwis on JD, combining the resources of JD’s Yihaodian and SEVEN FRESH, with both sides announcing special benefits for customers.

Shijie Jiang (middle); Tao Lu, sales director of Zespri China (third from left); Guohui Huang, marketing director of Zespri’s Greater China region (second from left); and Xiang Gao, e-commerce director of Zespri China, kicked off a new kiwifruit sales session at JD, along with Carol Fung (third from right); Wei Ye, head of JD Fresh (second from right) and Xiaozhou Zhou (fruits department head at JD Fresh) on April 23rd at JD headquarters.

Today’s award ceremony and kickoff event gathered representatives from JD’s global brand partners, covering Australia, France, Japan, New Zealand, South Korea, Switzerland, the U.K., the U.S. and more. JD presented them with awards in multiple categories, showcasing notable case studies in omni-channel cooperation, Customer-to-Manufacturer (C2M), innovation, smart products, service consumption and supply chain partnership.